I first met Liu Jun'e, the general manager of Foshan Trento Ceramics Co., Ltd., who was tall and energetic, wearing gold-rimmed half-rim glasses and a smile on his face. With his smile, he left a sunny and confident impression on reporters. At the beginning of the interview, his loud voice, clear enunciation and unhurried speaking speed deepened this impression in the reporter's mind.
It is said that brand temperament is generally determined by the founder. In the following interview, the reporter was even more excited about Trento, a brand founded in 2014.
Liu Jun'e▲
Focus is an attitude
In recent years, product categories in the ceramic industry have emerged in endlessly. Marble tiles and ceramic large slabs came out and were enthusiastically pursued by countless tile brands, becoming the most popular categories. Functional tiles represented by negative ion tiles that came out many years ago have also suddenly emerged and are regarded as star products by some tile brands. Create and lead the trend of healthy decoration. with these&lCompared with "hot" popular categories, wood-grain tiles, which debuted earlier, are somewhat tepid. Although they have occupied a certain market share, they still have not improved much after years of development.
Why has Trento not followed the trend and made these popular products like many ceramic tile brands, but has been focusing on What about wood grain tiles? Liu Jun'e has a clear understanding of this.
He believes that many categories of ceramic tiles can be called "bionic products", including imitation marble and imitation wood grain. , imitation cloth, imitation leather, etc. As a "bionic product", wood grain tiles are different from the cold feeling given by other types of ceramic tiles, giving the space warmth, making it more natural and comfortable. Trento advocates and pursues a modern lifestyle that is close to nature, using imitation wood grain products as the carrier, taking "natural wood, light life" as the concept, and targeting the post-80s and 90s generation as the main target consumer groups to create a more simple, natural, and A home environment that is harmonious and simple yet full of vitality and interest can help young urban elites relieve the physical and mental fatigue caused by fast-paced urban life such as crowded traffic, accustomed overtime work, and boring entertainment, and provide a way for the soul to relax. Satisfactory ideal life state.
After understanding the founder’s clear and firm positioning of the brand, it is not difficult to understand why Trento has always focused on Wood grain bricks.
Special A corner of Lanto exhibition hall▲
Special Lanto wood grain brick display▲
Professionalism is a kind of strength
Speaking of Trento’s product advantages, Liu Jun’e knows them all.
In order to create a simple and natural living environment, with modern fashion and quiet and simple personality, special Each of Lanto's wood grain tiles is developed in cooperation with the Italian TecnoGrafica design company. The artistry and fashion of the texture are guaranteed, and the effect of imitating wood but better than wood is truly achieved. At the same time, in order to obtain a more comfortable touch and brighter color, each of Trento's wood grain tiles uses Italian Calobbia glaze, ink and laser engraving molds to realistically restore the fiber texture of real wood grain.
In 2019, Trento will further explore the development potential of wood grain bricks and strengthen cooperation with Italian design companies. cooperation to promote product specifications and processes to a higher level. In terms of specifications, we plan to launch some products with larger specifications, such as 1800×200mm, 1500×250mm, to meet the needs of more high-end customers; in terms of technology, we plan to develop some products with dry glue particles to achieve a more three-dimensional and more precise Delicate effect.
When it comes to how to broaden product lines and how to build a brand, he also has a clear idea, that is, he must do it first Only with good products can we build a good brand. Product extensions must be consistent with the tone of the brand, rather than blindly following the trend and making whatever products make money. In 2017, Trento added a modern antique brick category. Like wood grain tiles, modern antique tiles are consistent with Trento's brand tone. They are not just a tile, but more of a lifestyle.
Professional people do professional things, and professional brands produce and operate professional products. After several years of development, Trento has made great achievements in the wood grain tile category. Not only has it won a group of loyal customers, but it has also gained a certain brand awareness and occupied a place in the market.
Special Lanto wood grain tile application details▲
Special Lanto wood grain tile application details▲
Quietness is a state
When asked how he views the current industry situation, whether it will be as people say, "2018 is the worst year in the past ten years." , but it will be the best year in the next ten years." In this way, Liu Jun'e has a unique and optimistic view.
He believes that China's building ceramics industry has developed rapidly since the 1980s, with output exceeding 10 billion in 2014 Since then, the square meter has been stable at more than 10 billion square meters. In 2018, it suffered a cliff-like decline and began to enter a downward channel. At the same time, it entered a reshuffle period caused by channel fission caused by the rise of fully furnished and finely decorated houses and the decline of retail channels. Under this situation, it is inevitable that a number of brands and companies that lack competitive advantages will be eliminated by the market. But as long as your own brand and company always maintain its characteristics and advantages, focus on the market and customer needs, and create products with more market competitive advantages, you will feel like you are in spring at any time, and you don’t need to be afraid of the industry’s winter. Facing the unfavorable situation, Trento, which is positioned as a niche, mid-to-high-end brand, will still move forward unswervingly towards brand positioning and continue to use the dealer system as the mainstream marketing system. Next, Trento will start from solving the pain points and needs of customers and continue to increase support for outstanding dealers in terms of store construction, team management and channel expansion.
As he emphasized to reporters, "To run a business, you must understand the market and more importantly, understand yourself. ", "Those who do not plan for the overall situation are not enough to plan for a region." If you don’t recognize that although the entire industry has entered a reshuffle stage, brands with unique advantages have not been affected. If you don’t clearly understand your own brand’s positioning and target consumer groups, you will get lost in the present and fall into a panic.
Dedicated and quiet, meaning calm and not impetuous. Only those who are dedicated, professional and do not forget their original aspirations can think calmly and lead the brand to move forward in a very unfavorable environment.
Special Lanto modern antique brick display▲
Special Lanto modern antique brick application details▲
Before ending the interview, the reporter asked Liu Jun'e how many years it has been since he entered the ceramic industry. Do you still remember the goals you set when you entered the industry?
He smiled and said: "I entered this industry as soon as I graduated from normal school, and I have never left. It has been almost 20 years. I love this industry very much, and I want to build Trento into an influential enterprise in the Chinese ceramics industry and even the world's ceramics industry through the efforts of the team and myself. I firmly believe that as long as I persist, I will succeed. We will get closer and closer to our goal!”
(Author: Chan Can)
