如何和世界陶瓷趋势保持一致?
One more year, one more time, once again visited the fair in Bologna CERSAIE, the fair that sets the trends & the standards of our industry. We as a company in order to correctly summarize and determine the trends of this fair send to Bologna a team of people consisting of managers of different departments like, designers, marketing, architects, product developers and manufacturing people of 3 different countries Mexico, USA and China, and as a group work together to tour the fair, take notes, pictures and get feedback from the suppliers then get together to make a summary of what was seen during that week to better assess what was presented during CERSAIE and what eventually could become a trend world-wide or at least in the countries that we operate.
又一年,又一次,我们参观了博洛尼亚CERSAIE展,这个定下我们行业潮流与标准的展会。为了正确地总结和确定趋势,我们公司派遣了一个由多个部门经理组成的团队参加这个展会,成员包括来自墨西哥、美国和中国三个国家的营销人员、设计师、工程师、产品研发人员以及生产人员。这些来自不同部门的成员以团队的形式一起参观展会,通过文字和图片的形式把所见记录下来,从供应商那里获取反馈,然后一起碰头将所见所闻进行总结,这样,我们能够更好地对展会进行评估,了解什么最终可能成为世界的潮流,或者至少在我们的国家的潮流。
I want all of you to keep in mind that not all products that are presented there become a world trend, not even the products that are seen the most in many of the booths. Some are manufactured and presented to attack specific markets like the European which is more modern and minimalist or USA which is more rustic oriented as an example. If there is a HOT market like Russia as an example you will see more products that would be oriented to this market. It is done this way because other markets like America may be slow.
我希望你们都能记住,不是所有展示出来的东西都能够成为世界趋势,甚至那些在多数展位看到的、展示最多的产品也不一定。 有些产品是专门面对特殊的市场生产和展示的,比如说针对欧洲市场会更现代和简约,针对美国会更加偏仿古一些。如果说现在有哪个市场特别火,譬如俄罗斯,那么有可能看到更多针对这个市场的产品,因为其它市场例如美国可能较低迷。
So, in other words not all products become popular everywhere, but there are some that eventually will. The most important style of products that was very clear to see not only this year but also the past two years was the wood planks.
换句话说不是所有的产品都能够在所有地方流行。但是有一些产品的确是流行的,从今年以及过去两年的展会可以清晰地看到,最重要的产品是木纹砖。
They are STILL very popular and were presented in many booths this year. But one of the things that we have to pay attention to is the changes and the improvements that have been done this year to these specific products with respect to the past two years regarding color, style, size, decoration packages, finishes or technology that was used to improve the looks of these specific items to make them better and more realistic than the previous years.
它们仍然非常流行,今年在很多的展位都有展示。值得注意的是这些产品和过去两年相比所发生的变化和改进,通过颜色、风格、规格、装饰配套、表面处理以及技术使用的改变和提升,它们比以前更好、更真实。
For the past 20+ or more years we have been to this Fair and have learned that it takes more than one or two people to get this job done correctly. And to be honest with you I think it takes a little more than that. We also go to Sassuolo during this week to visit the most important design firms to confirm that our summary is correct and in line with our conclusions. And when we have the time we also attend the Verona Stone Fair (Marmomac) which happens to be the same week as Bologna.
在过去20多年的观展经历里面我们认识到总结这件工作不是一两个人就可以做好的。老实说,我认为需要更多的人去做。在这周内,我们还去萨索罗拜访那些最重要的设计公司,进一步确认我们的总结是否正确。我们同样安排时间去参加维罗纳石材展(Marmomac),时间刚好和博洛尼亚展一样。
It also good to see what the stone industry is up to and it never hurts visiting or learning a few more things. We as an industry are always trying to copy the real marbles and granites or stones in general, so it helps to know what is popular for this industry.
看看石材行业的情况也是很好的,而且能够从中学到一些东西。我们这个行业一直在尝试仿天然大理石、花岗石以及其它天然石材,所以了解石材行业在流行什么对我们很有帮助。
Also as you probably well know, every two years we have the fair during the same week in Rimini which is more oriented to raw materials, equipment and technology. So, every two years a bigger group joins our team from our manufacturing facilities in the 3 different countries and the 9 factories that we have. Each different management group focuses on their expertise and then gives their feedback to the rest of team.
同样,你可能也知道,每两年同样的时间在里米尼的关于原材料、设备以及技术的展会。所以每两年这个时候会有更多人加入到我们的观展团队里面来,他们来自三个不同国家、9个生产基地。不同的管理团队会关注各自的专业领域,然后反馈给其它人。
I believe this is the only way to make the best summary possible!
我相信这是做出最好的总结的唯一办法!
I was glad to hear that this year there was more and more people attending from China. At least that was the feeling. One of our team members even mentioned the first day at the entrance of the show joking: Are we in Italy or China?
我很高兴听到今年有更多中国人参加。至少给外国人的感觉是这样,我们的一个成员第一天在入口处的时候开起了玩笑:我们到底是在意大利还是中国?
At least 60 to 70% of the people that was ready to get in just before the doors opened were from China!
在开展前,等候入场的人里面至少有百分之六十到七十的人来自中国。
It is interesting to see how some of the Chinese Companies are getting more and more conscious about attending because now they understand the importance of going and see what is new and happening with our industry, where it is going, how it is improving, what products are manufactured, what colors are popular, sizes, etc. At the same time, it is very well known how difficult it is for almost every Chinese person to get access full access to everything.
很有意思的是,中国的公司越来越重视参加这样的展会,因为他们明白要去了解行业新的以及正在发生的事情的重要性,行业在朝哪个方向走,正在如何提升,生产什么样的产品,什么是流行的颜色,规格等等。但众所周知的是,对于每一个中国人来说,想要获得了解所有这些东西的渠道是很困难的。
Just to mention a few things that I know and have also personally seen during the fair time in many years:
提几条我知道,并且在很多年的展会里亲眼见到的:
No catalogs for Chinese People
不给目录中国人
No Pictures allowed to be taken by Chinese, so they have to take them in secret or use the big cameras and lenses
不让中国人拍照,所以他们要秘密地进行,或者使用大的相机和镜头远远地拍
Absolutely no access at all to many design firms
基本没有办法去到一些设计公司
No invitation to some of the special events
不会被邀请去参加一些特别的活动
No access or limited access to any technology related events
没有或者非常难有机会去参加一些和技术相关的活动
This year I even heard that a big group of Chinese people were invited to leave and event because they were taking pictures and were distracting the Boss of a design firm. They were told not to take pictures but they did anyway and the boss asked to leave and that they were not welcomed anymore.
今年我甚至听到了这样一件事情,一个中国团队被请离了某个活动现场,因为他们拍照的时候打扰到了设计公司的老板。 他们被告知不准拍照但还是这样做了,所以那个老板请他们离开,并且表示以后不再欢迎他们。
I am not sure why these treatment? What are they so afraid of?
我不清楚为什么会这样对待他们? 他们到底害怕什么呢?
Anyway, we as executives get this feedback from the team and this eventually will help us make the correct choices of product developments in the right size, color, style, finishes in the following months or year to improve sales and try to be in line with the trend or be the first to show the new styles.
不管怎么说, 我们作为管理层从参展团队那里获得反馈,在接下来几个月里或一年里,这些信息将帮助产品开发的规格、风格、表面处理等各方面的最终决策,从而提升销售。我们与潮流趋势保持一致,尽力成为第一个展示这种新的风格的企业。
I am very proud to say that all the effort that has been done making these trips and summaries eventually pays off. We can even say “If you want to see a summary of what was presented in Bologna in Foshan” just come to ICC. We have in our showroom installed and produced almost everything of the most important things that were presented in CERSAIE even before CERSAIE. I know that we are a young company here in China not in America or Mexico, but for the past two years we have been right on the world trends and ahead of everyone. This is what it takes to make you a leader and innovator in the industry and I can say that we are the first to show the latest!
我可以非常自豪地说,所有这些行程,这些总结,以及围绕它们所付出的努力最终都有了回报。我们可以说“如果你想在佛山看到博洛尼亚展会的缩影”就来ICC吧。甚至在CERASIE之前我们就已经生产、并在总部展厅展示了新产品,基本上和本次博洛尼亚展会上最重要的趋势是一样的。我们是有Interceramic背景的年轻公司,不在美国、墨西哥而在中国,但是过去两年我们总是领先于所有人,与世界趋势同步,这样才能让你成为行业里面的领导者和创新者,我可以说我们是第一个去展示最新趋势的公司。
About a month ago at our showroom we made a presentation to the media about what we predicted was going to be presented in CERSAIE. I think we were 80 to 90% accurate.
大约一个月之前,我们在展厅举办了一次媒体见面会,预测本次CERASIE将会展示的东西,我认为我们的预测对了八九成。
In summary and in a short way to end this article I can say that this year was just a consolidation of what work well last year but this time was done much better, more choices and better finishes. The products that were presented and seen the most were woods in larger formats and better designs, the digital cotto style decos in monochromatic grays or multicolor were seen everywhere and finally the stone looks with soft finishes, multi face with different patterned designs of completely different stone materials in many different sizes but all the same style.
简而言之,我觉得今年像是去年很多方面的整合,不过今年做得更完善、有更多选择、更好的产品质面。展会看到最多的产品是木纹砖,并且有更大的规格、更好的设计;数码喷墨的cotto类花片,以单一的灰色或者混合搭配的颜色组成;质面柔滑的仿石材产品;以及多面设计的、不同规格、不同铺贴方式的各类石材产品混搭,或者同一设计不同规格的产品混搭。
Please read the article that will be presented in a full page version with visual support coming up soon to get great feedback and a summary of the fair.
接下来很快会有一整版以图文并茂的形式给到你关于本次展会更多的反馈和总结,敬请阅读。
Best Regards
翻译 耿海波
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