你相信我说的这些东西会流行吗? 也许不会!
Green Marbles, Yellow and Orange wall tiles, Golden Rose aluminum profiles, showrooms that look like jungles, the significant increase of the super large sizes manufacturing and selling in China 120x240, 160x320 making this country the top consumer in the world next year. These and many more things that I could mention are hard to believe. Actually most of them when I mention them to my friends, colleagues and people of the industry they give me immediately a look in their face like if I was feeling ok.
绿色大理石、黄色及橙色墙砖、玫瑰金的铝条、看似热带雨林的展厅……120x240CM和160x320CM超大规格型产品在中国生产及销售的显著增长,让这个国家在下一年将会成为世界上这类材料的主要消费市场。我所提及的这些及很多其他事情的确令人难以置信。实际上我与朋友、同事及一些行业人士谈论到这些观点时,他们立即一副“你还好吧?”这样的表情。
Too many times I tell our people that when you are an innovator it is never enough to be just familiar with the ceramic trends, you need to know a lot more than that. You need to be very familiar with other industries related. At least to a certain degree…
我多次告诉我们公司的人员,当你作为一个创新者,仅仅熟悉了解瓷砖趋势是完全不足够的。你需要知道这以外的许多其他事物。你必须非常熟悉其他相关的行业,或者至少要达到一定的了解程度。
The fashion industry, the paint and color industries, the furniture industry, the lighting industry and last but not least the IT or information technology industry just to name some of the most important.
这里我只列举了一些最重要的关联行业,如时尚行业、涂料及色彩行业、家居行业、灯饰行业及最后同样重要的IT或信息科技行业。
Over the past few years that we have been in business, multiple times we faced these situations with our sales team and their initial reaction or answer was simply NO, this will not work well in this country. Time unfortunately has proven them wrong. When we introduced the cement looking tiles in China or the colorful cottto products and decos and the terrazzo were products never seen before in China. When we started producing them after very positive feedback of the designer community it didn’t take long before some of them became the best-selling items. Later on everyone else followed, copied or developed their own, but our products were always one step ahead of them. It was not only making the right products at the right time, it was also the careful analysis of what sizes to produce, which colors, what kind of finish. And the rest is now history…
过去几年来在经营中我们与销售团队面临过许多次这样的情况,他们的第一反应或回答总是简单的“不”,这在这个国家行不通。遗憾的是时间证明了他们是错的。当我们在中国引进水泥质感的瓷砖,或是色彩丰富的Cotto类产品及配件,以及中国之前从未见过的水磨石瓷砖的时候,我们从设计师群体中得到很积极的反馈后开始进行生产,其中一些并没有花很长时间就成为了畅销产品。不久之后其他人跟随、抄袭或者研发他们自己这一类的产品,但我们的产品永远比他们领先一步。这不仅仅是在正确的时机生产正确的产品,这也是我们经过谨慎分析生产什么规格、哪种颜色、哪一类质感的结果。而其余的现在已经成为历史……
We were producing products that 2-3 years later became the most popular and some of them still are. I always sound like a tape recording machine when I tell our people that we have to be always a year or two ahead of the competition but me personally have to be thinking and ahead more like 4 to 5 years.
我们生产的是2-3年后成为最受欢迎的产品,并且其中一些直到现在仍然畅销。我总是像复读机一样不厌其烦地告诉我们人员,必须保持1-2年的竞争优势,但实际上就我个人而言必须思考4-5年的领先性。
We all saw some of these things I mentioned above in Bologna during CERSAIE, unfortunately many people don’t pay attention to the little details. But when you see those same things in other fairs like VERONA Stone Fair or Milano Salone del Mobile repet over and over again it sends you a clear signal on what to pay attention to.
我在上文提到的这些事情,大家在博洛尼亚陶瓷卫浴展都看到过。遗憾的是许多人并没有注意到这些小细节。但你在其他展会例如维罗纳石材博览会或米兰家具展反复看到这些事物时,它们会传达给你一个非常明确的信号,告诉你应该去注意些什么。
But unfortunately people and companies are not willing to take risks and much more during these extremely difficult times even though the payback could be huge: Just being called and known as the company that introduced the most advanced or innovative product. I also being myself an eternal optimist even when you fail the lesson is well taken and makes you stronger, better.
但遗憾的是许多人和公司并不愿意在这个极其困难的时刻冒险,即使未来的回报也许会非常庞大:被称作或者视为引入最先进的或者创新的产品的公司。我自己也同样永远是个乐观主义者,甚至当你失败的时候,学习到的经验教训将会使你变得更强大、更优秀。
Remarkably successful companies continuously do things that other companies would not do, they go to places that other companies wouldn’t dare to go and because of this high risk there is usually at these place a lot less competition and a much greater chance of being successful.
卓越的成功公司总是持续在做其他公司不会去做的事情。他们到达了其他公司不敢触及的区域,而正因为这些区域存在着高风险,竞争也少了很多,成功的机会也就大多了。
Innovation is a key factor that will open many doors and give much better value to your company. It is the simple word that will make China the next reference and super power of the high end tiles of the world!
创新是开启许多大门的关键因素,并且将会给你的公司带来更多更好的价值。这个简单的关键词将会使中国成为世界的下一个参考标杆,以及高端瓷砖消费的超级力量!
Recently I made a tour to a few ceramic shopping malls in China and other showrooms in other countries and It was a little shocking to me to see pretty much the same type, styles and colors of the big slabs 120x240 or 160x320. It didn’t matter if they were from India, Italy, Spain or China. It didn’t matter if they came from some of the top manufacturers and brands of these countries. They all had Calacattas, Statuarios, Crema Marfil and so on. I just saw a few products or designs that caught my attention because they were slightly different. I also perfectly understand that the companies have to do what sells and that is probably the main reason that everyone is making more or less the same thing.
最近我游览了一些中国的瓷砖卖场以及其他国家的陶瓷展厅,让我有些吃惊的是看到了许多几乎是相同类型、风格及色彩的120x240CM或160x320CM大板。这与他们是否来自印度、意大利、西班牙还是中国无关。与他们是否来自那些国家的一些顶级制造商或品牌无关。他们全都有卡拉卡塔、雪花白、西班牙米黄等等产品。就我所看到的而言,仅有很少一部分产品或设计能吸引到我的注意,因为他们存在些许不同之处。我也完全可以理解这些公司必须要生产市场上正在销售的流行产品,但这也是为什么每个人看起来都在生产制作差不多同样产品的主要原因。
What I didn’t like is that some of these products didn’t even look close to the real natural stone making these items kind of ugly to be honest with you. I have some experience working with natural stone slabs and I am very familiar with most of these items and understand how they have to look like. And you know that the better they look or the closer they resemble the natural stone the products have a much bigger chance to become good selling items.
我不喜欢的是某些这类产品看起来并没有接近的还原天然石材,坦白来说令它们的那些纹理元素甚至有些难看。我有一些天然石材行业的工作经经验,并且非常熟悉大部分的这些石材,也清晰的知道它们看起来应该是怎么样。你知道它们看起来越有质感,或者说和作为设计来源的天然石材越相似,这些产品就更有机会成为畅销品。
We are on the end of an era and on the beginning of a new one in this industry where we will see clearly if the big slabs and super large sizes have a future or not in China but also a super critical one where it is going to become very clear if you are and innovator or just a follower.
我们正处在一个行业时代的终点,同时也是这个行业另一个新的起点。在这个点上,我们将会清晰看到大板及超大规格产品在中国是否拥有未来,这也是一个非常关键的点,从此,你究竟是一个创新者还是一个追随者将会变得非常清晰。
So be an innovator not an imitator!
所以要做一个创新者而不是一个模仿者!
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