(A) the brand lost antique tiles
Antique Ceramic tiles are not our industry's products are imported from abroad, the first from Europe, glazed tiles, antique tiles due to historical background to determine the origin of its products itself, that has a unique natural, rural, rustic, rugged , European civilization (ancient Roman architecture of ancient Greece, France, the Netherlands, Impressionism, Beethoven, Bach's music, art, etc.) for all eternity.
From the word literally in terms of the brand: Brand is inseparable from the product itself, then the antique tiles must be inseparable from the brand connotations inherent in their products "human cultural life and spiritual life" for all eternity. Rustic tiles doomed from the beginning of the birth of their cultural connotation of the charm, but also doomed the antique bricks must focus on innovation and competition in the cultural dimension of! However, such as "co-Sheng Tang" brand, its brand of interpretation, "Datang wind, Dunhuang Wind, Zen Wind" and so unsuccessful. Why?
The world all things, all units must lack extremely units must counter. Antique brick has become precisely the advantages of brand and enterprise development, disadvantage or shackles! This has resulted in a number of brand deep into their cultural shackles: floating in mid-air, there is no floor, slick. To put it simply, there is no right to play a more effective sales support and promote the role; hand, because of its branded content to limit the interpretation of the shortcomings of its brand extension of the end consumer! Limit the sale of space, primarily "excessive" restrictions on consumer objects.
(B) the cultural lost antique tiles
Antique glazed tile brick earliest origins in Europe, also known as Pan Gu Zhuan, classical tiles, retro brick, antique brick. Single from the product itself is concerned, it can also be good at using rural areas, simple, rugged, wood, stone, etc. reflect the beauty of nature; by ancient Greek and Roman architecture reflects the beauty of space; with the master of music and paintings lean expression the spirit of beauty. Visible, its appearance is the accumulation of European civilization is the accumulation of European culture.
Culture is the history of precipitation. Thus, from a cultural perspective, antique tiles for the domestic enterprises is still unknown. Mainly because we are on their own lack of European history and culture of accumulation and precipitation, resulting in defined out of cultural content: all-inclusive, or paranoid, or corner, but most are not looking at real integration with the sales market!
Antique brick their own culture is also a double-edged sword. If we thought were overly operating antique brick "historic", while the lack of advance with the times "new" excavations. So, "old" represents a cultural content, it will become obsolete, decadent or, more deep, heavy less elegant, Smart.
(3) antique bricks Lost
As a result of two lost, resulting in customer-defined is not clear or is contradictory (in this case speaking customers are end-consumers). Rustic tiles because of its European, retro style, set forth requirements for consumers: the consumer's cultural taste and consumption capacity. Then, at the same time with both the current requirements of only the "elite group." But they, as the mainstream high-end consumer in the market consumption among the "pyramid" to the top, but standing above the crowd, seeking a profit, but the restrictions the sales. Sales increase was not obvious, it limits the antique brick industry, the "market cake bigger and stronger," small market, then companies will naturally not. It resulted in: delineation for ourselves a relatively narrow "market space."
I think the antique tiles can be based on customer purchasing power and awareness is divided into three groups:
First, the elite group. He is the current target customer base, located at the top of the pyramid sales, the number of small - the Red Sea.
Second, the excellent group. He is the most potential target customer base, located in the middle of the pyramid sales, the number of majority than the first third is small, their consumption concepts and capabilities of the most with the first approach - Blue Ocean.
Third, the Volkswagen group. He can not be ignored target audience is located in the bottom of the pyramid selling a huge amount, it will be antique brick market, mature and powerful consumer groups - Oliver.
After understanding the numerous antique tiles most of the brand positioning, consumer brands in a still small number of elite groups, ignore the enormous potential of the "excellent group" and causing the current antique brick "Red Sea" situation.
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