On September 11, Owen Lai and more than 30 media friends met at the Foshan Sofitel Hotel for a loving intellectual afternoon tea, where they enjoyed knowledge and delicious food.
Looking at ceramic tile innovation from the trajectory of art history
On people and products under the trend of modern design
Liang Xueqing, general manager of Ouwen Lai Brand Marketing Center, looked at ceramic tile innovation from the perspective of art history, and talked with on-site guests and media friends about the people and products under the wave of modern design.
Liang Xueqing introduced the specific expressions of different artistic schools. He believed: "From divinity to humanity, from plane to three-dimensional, from capturing reality to expressing emotions, from concrete to abstract, from luxury to simplicity...different Each era has its own artistic pursuits and different artistic expressions and development trajectories.”
“Innovation shapes each marked era. Only works (products) that have the ability to date can be remembered by the times.”
Looking back at the history of the ceramic tile industry from the development of art history, we have experienced many product iterations from porcelain tiles, polished tiles, antique tiles, microcrystalline stones, marble tiles, modern tiles, rock slabs, etc.Process technology And aesthetic design can be said to be the two core forces that promote the iteration of ceramic tile products, intersecting to create the alternation of innovation hotspots in the industry.
Liang Xueqing believes: “From the 20th century to the present, the middle class has dominated the consumption trend of mainstream aesthetics. After China’s consumption has experienced the stages of simplicity, luxury, and simplicity, it has gradually become in line with the world’s mainstream aesthetics. Owen Lai’s plain aesthetics has played an important role in ceramics. The pioneering value of the industry is also reflected. ”
Faced with the diversified and fragmented era of realistic development such as "user stratification, designer stratification, demand stratification", "design theme differentiation, application scenario segmentation", "excess functions", etc., future ceramic tile innovation can still be There are these focuses:
With the integration of globalized artistic elements, materials, colors, cultural symbols, etc. begin to influence each other;
Humanistic handicrafts and digital design model innovation. Ceramic tiles are not necessarily just porters of nature, aesthetic elements can be re-deconstructed and visually reproduced;
A wide range of imagination. R&D and innovation organizations must break the purely technical structure, such as OwenAfter Lai's success in the field of high-end gray colors, it simultaneously opened up the second dimension of "touch", which is to maintain its exploration at the forefront of product innovation.
Among them, Extending from "functional value" to "emotional value" is an inevitable trend now and in the future.
“The most lacking thing on the road of innovation is not pure technology, but the insight into user needs...All innovations are only to allow users to get what they want and satisfy users’ deeper emotional experience. This is The meaning of innovation.”
Integrating feelings into academics
The connection between touch, emotion and love
Dr. Tu Yangjun, an old friend of Owen Lai and the leading expert in the field of tactile research in China, was specially invited to attend this knowledge afternoon tea. He integrated feelings into academics and gave a full lecture on the theme of "Touch·Emotion·Love" share.
"Love is not virtual, it has a sense of existence. 'Touch' is related to emotion."
Dr. Tu believes that it is difficult to maintain a relationship that is “visible but intangible.” “Love can never be expressed with just eyes and words, but touch can. Maybe a moment of hug can be exchanged. A lifetime together."
Dr. Tu shared a large number of experimental examples to further explain the interconnection between touch, emotion and love: "Touch brings love, and hugging is enough", "Touch brings feelings and can bring positive emotions and closer feelings." "Touch can create an emotional attachment relationship. Touching an object can establish an emotional attachment relationship with the object and make you willing to pay more to buy it."
Therefore, for brand development, the tactile dimension is a source of inspiration worth digging into to bring more inspiration to product development and marketing:
In terms of consumer purchasing experience, you can useTactile behavior brings closer emotional connection with consumers;
In product research and development, we can use tactile behaviors, such as touch gestures, touch time, frequency, pauses, etc., and use behavioral observation, video analysis, survey interviews and other methods to analyze the gestures and actions of customers touching ceramic tiles, and construct a standard map of customer touch behavior. , to further study the direction of material breakthroughs;
In terms of product sales, touch purchase logic can be established, using methods such as experimental methods, structural equation modeling, and longitudinal tracking to clarify the intrinsic relationship between customer touch behavior and purchase, and establish a prediction model to guide in-store sales.
Some media friends said: "In human relationships, touch is an important means of emotional communication. Among all sensory activities, touch has the least connection with reason, but it is emotional and can directly express emotion and love. ."
Today, for consumers, purchasing products not only depends on the use of the product itself, but also on the emotional concepts and attitudes represented by the product.
As mentioned earlier, "What is most lacking on the road to innovation is no longer pure technology, but insight into user needs." Through the most direct action of "touch", Owen Lai Momo Festival has opened up the "any supervision" of product and sales. "Second Pulse", it also connects the consumer groups with the vivid slogan.
2021 Owen Lai Momo Festival
Touching is an expression of love
Since the creation of the first IP in 2019, and continuing to deepen the "good ceramic tiles look at the details, just touch it" in 2020, Owen Lai has guided users to redefine the standards for ceramic tile selection with differentiated brand experience marketing.
In its third year, the Owen Lai Touching Festival is an experience party with quality control and detail control. I want to have something different! This year, the connotation of the Owen Lai Touch Festival is no longer limited to people and ceramic tiles. It is hoped that "touching is an expression of love" can touch the softness of people's hearts and can be expanded to different circles. Attract more friends to participate.
As Dr. Tu said: "Love can never be expressed with eyes and words alone, but touch can."
What do you think of "touching is an expression of love"? Your ideas are precious, come and come to this event specially launched during the Owen Lai Touching Festival“Show your hands in the Touch Festival Creative Challenge and use your imagination to see the real story!
The follow-up will be more exciting!
September 13-October 7
2021 Owen Lai Touching Festival
Please continue to pay attention!
▽ Special tidbits
Special easter egg, Owen Lai’s next “big move”
A little sweet is the real afternoon tea
