ModernAntique bricks suddenly become a hot word in the end dealers and consumers, and the modern antique bricks of the simple style are gradually becoming stronger. The classic antique bricks that replace the heavy makeup have become the new darling of the market, and the prospects are considerable.
The main sales channels of antique bricks are home improvement, designer and retail; antique bricks have high requirements for service support due to their product characteristics, and plans and renderings are required. , paving maps, but also to the site to put on the guidance, the service is much more complicated than the light products, the requirements for dealers are also relatively high. Despite this, the antique bricks, which are mainly for the middle and high-end groups, still have advantages over the bright products. Many of the renovation cases are villa luxury housesRenovation, its market space is very impressive, and the single value of the transaction is also significantly higher. The average value of ordinary antique bricks is 30,000 yuan, and the single value of more than 100,000 yuan is also quite a lot.
1. Terminal dealers and consumers’ understanding of antique bricks
Antique bricks, as the name implies, are simply tiles with antique effects. Imitate the old style and make it look old. With the unique charm of , it attracts people’s attention. To reflect the vicissitudes of the years and the heavy history, the antique bricks create nostalgia through style, color and pattern. The atmosphere.
Chang Xiaochen, a distributor of Changzhou Bononia ceramics, believes that antique bricks have a historical heritage, and each series can have a story, which can have Chinese, American, European, these styles are all living. Antique bricks are actually not the products of China’s ceramics industry. They were first introduced from abroad. Antique brick itself is a popular product in the European market, and it is one of the main display products in the annual Bologna exhibition in Italy. As a foreign product, the antique brick itself has a strong European court style or American country style. In the early years, the more popular classic antique bricks are the courtesy of the color or the rural style, in recent years, the main style of modern antique bricks with black and white gray tone and simple style has swept, becoming the new favorite of the younger generation of consumers.
At the end, consumers are concerned about the fancy style of the tiles and the overall decorative effect. In terms of product style, the proportion of traditional antique bricks with strong traditional colors is declining. Modern antique bricks with a simple and fresh style are increasingly popular with young consumers.
Since 2015, the concept of “modern antique bricks” has become the new darling of the ceramic industry, holding the “return or “the transformation of the banner to enter the modern antique bricks of the number of enterprises and brands gradually climbed.
Investigative reporters found that “modern antique bricks suddenly became the hot words of the terminal distributors and consumers. The modern antique bricks that are blowing simple style are gradually replacing the classic antique bricks with heavy makeup and re-applied. The new darling of the market.
Modern antique bricks are developed on the basis of traditional antique bricks, but compared with the traditional style of traditional antique bricks, the traditional antique bricks are The freedom of design and application is very large, and it is not limited to the limitations of a certain style. It is designed by mixing and mixing different fashion elements such as cement, wood grain and cloth to present different spatial effects, especially in Modern minimalist style is more obvious. In addition, in terms of specifications, modern antique bricks have also made breakthroughs, and the specifications are diversified. Unlike classic antique bricks, which are mainly small-sized squares, modern antique bricks are mainly made up of large specifications, including 600× 600mm, 800× 800mm, 900× 900mm. , 600 & times; 1200mm, etc., so the application of the product is bold, innovative, diversified, easier to control. Therefore, the consumer groups facing it are also more extensive.
Classic antique bricks emphasize the retro style, darker colors, more complex product applications; modern antique bricks are modern minimalist The style is mainly based on the light color of black and white and gray. It combines modern design elements and focuses on the 80s and 90s consumer groups that pursue fashion, individuality and simplicity.
In the industry, it is predicted that, unlike the breakthrough development of classic antique bricks, the modern antique bricks have a very clear market prospect. The emergence of this category may promote the development of antique bricks. Fast lane.
In fact, the reporter’s survey in many markets also found that with the 80s and 90s becoming the mainstay of household consumption, the simple style that this young generation of consumer groups liked is driving the rapid growth of sales of modern antique bricks. Let the antique bricks that have been tepid, “fire.”
Overall, modern winds are on the market. At 80,Under the fashion, simple and personalized consumer appeal of the post-90s consumer groups, antique bricks provide a new development idea for the ceramics enterprises seeking differentiated management with their diverse and varied product features and spatial style. Warm up quickly.
Zhou Hanming, deputy general manager of Tianjin Aijiahui Trading Co., Ltd., who also represented Samet and Maraz, told reporters that with the rejuvenation of consumer groups, in terms of style, the original popular European style, American style is changing to a minimalist style. Zhou Hanming said that many young people nowadays do not like heavy-duty products, especially those with smaller houses. The color of tiles is too heavy and will be very depressed. The same European and American styles are more popular with lighter colors. This is what everyone said “small Europe,” small beauty style. He believes that style products will be popular in the next 5-10 years. The survey shows that in many markets, the market share of classic antique bricks is declining, while modern minimalist antique bricks are gradually rising.
2, antique brick sales and market share
Antique bricks are still niche products, and the general sales volume will not be very large, comprehensive Wuxi , Changzhou, Danyang, Nanjing, Beijing, Tianjin, Jinan, Qingdao, Zhengzhou, Wuhan, Changsha, Chengdu, Xi’an and other markets, antique brick sales accounted for about 15% of total tile consumption — 20% . Individual cities have a higher market share. In Jinan, antique bricks account for about 30%.
Under the trend of young consumers’ pursuit of fashion, nature and comfortable space decoration, the classic antique bricks are changing with an unimaginable sense of the times, and the product system is no longer limited to old and deep. The color tone, constantly blending into the bright, simple, atmospheric and modern elements has become an irreversible trend in the development of this product.
As a product of the trend of the times, the modern antique bricks with a fresh and simple style have indeed opened the market with antique bricks that have always occupied a limited market share. The modern antique brick texture is more diverse, the surface effect is more abundant, and more elements can be imitated, which can better meet the aesthetic effect of consumers. After several years of development and precipitation, modern antique bricks have produced a qualitative leap in the physical performance standards of products, which can meet the needs of various types of applications. It is foreseeable that modern antique bricks will occupy a more important position in the terminal market, thus driving the market share of glazed antique products.
Xinzhongyuan Ceramics has launched the Tuscan modern antique bricks, and with the opening of the Chinese design star, through the development of designer channels, its Tuscan modern antique bricks have been well received by the market. Recognized, it has become a rising star in the field of antique bricks. Wang Ruijin, a distributor of Xinzhongyuan Ceramics Wuxi, told reporters that this year, relying on the antique brick brand of New Zhongyuan, Tuscany has driven a lot of sales, and this product is currently the most popular. He also expects sales this year to increase by 20% & mdash; 30%.
Wu Guanghua, deputy general manager of Beijing Zhongxin Ceramics Retail Business Department, also told reporters that Tuscan sales growth has been obvious in recent years, and it has doubled in the first half of this year compared with the same period last year. He feels that the market space has further expanded, and more and more people buy antique bricks.
Zhang Guohua, a distributor of Changzhou Dongpeng Tiles, told reporters that the current antique bricks of Changzhou Dongpeng are in their infancy, and it is expected that the market share of antique bricks will account for 30% in the next few years. Dai Jinfang, a distributor of Tianjin Rome Leo, said that in Tianjin, the market space for antique bricks is still very large. He introduced that this year, due to the store upgrade and the continuous product line of the manufacturers, the overall situation is good. The sales in the first half of the year increased by about 20% compared with the same period of last year.
Jinyi, a distributor of Jinan Jinyi Tao, told reporters that Jinyitao launched a new modern antique product this year. The products and exhibition halls are all Italian styles and have been widely recognized by consumers.
Zhou Qiufa, manager of Xinzhongyuan Qingdao Region, is very optimistic about the market prospects of antique bricks. He believes that the market space of antique bricks is very large, because young people pursue modern, simple and fashionable styles. The attitude of consumption is determined. He also said that with the rejuvenation of the consumer groups and the improvement of the cultural level, the market share of antique bricks will gradually increase.
3. The main sales channels of antique bricks
The main sales channels of antique bricks are home improvement, designer and retail. Dealers often cooperate with home improvement companies, and retail sales also account for a large proportion, and there is also some cooperation with designers.
Tianjin Roman Leo dealer Dai Jinfang has represented the antique brick brand for more than 17 years. He said that the antique bricks have high requirements for service, and they must plan, render, and map the map. Guidance, the service is much more complicated than the light products. Despite this, the antique bricks, which are mainly for the middle and high-end groups, still have advantages over the bright products. Its market space is very impressive, and the single value of the transaction is also significantly higher. Dai Jinfang introduced that the average value of antique bricks is 30,000 yuan, and the single value of more than 100,000 yuan is also quite a lot.
This is also recognized by Wang Dahu, general manager of Tianjin Jinyitao Sales Center. Wang Dahu introduced that they have more big orders. In the past, there were more single values below 20,000 yuan, and now many single values reach 100,000 yuan. In Wang Dahu’s view, this not only shows that consumers’ consumption power is enhanced, but also shows that the market has a higher recognition of modern minimalist antique bricks. For this reason, Tianjin Jinyitao’s future development direction is diversified channels, andFocus on developing high-end customers. Wang Dahu said that channel diversification is a trend. The channels are mainly distributed and home improvement, as well as designer channels, and also cooperate with package companies. Going up and going down, there are designers and decoration companies, and there are package companies such as Shichuang and Life.
Li Yufeng, general manager of Xinzhongyuan Ceramics Jinan Marketing Center, told reporters that antique bricks must be assisted by designers, and it is difficult for customers to see the results themselves. To this end, they set up resident designers to help customers choose products and provide them with renderings.
Chang Guodong Peng ceramic tile dealer Zhu Guohua began to adopt a different operating strategy this year, adopting the business model of “direct sales plus distribution”, plans to develop 20&mdash in Changzhou; 30 distributors, they operate independently. Then he can be a lot easier as a general agent, and he can have a fixed net profit income without having to pay too much labor cost and service cost. At present, five stores have opened, and the sixth store is ready to start business.
Changzhou Xinzhongyuan Ceramics Zheng Youhua mainly takes home decoration and retail channels, and the engineering channels are basically not done. He will work with other home improvement brands, such as selling flooring, selling ceiling, selling bathroom, everyone introduces each other Customers, or some alliance promotions, are all good for driving sales.
Wu Junlin, general manager of Beijing Summit Ceramics Marketing Center, said that Summit has three major channels of engineering, distribution and direct sales in Beijing. Its matt bricks are all classic antique bricks, mainly taking engineering channels.
4. The terminal promotion mode of antique bricks
The sales of antique bricks in the market are constantly rising, reflecting that antique bricks are receiving more and more attention from consumers, but how to really make small The antique bricks are popularized in the market, which is the direction that manufacturers and distributors must work hard.
Under the 80s and 90s, the consumer group’s fashionable, simple and personalized consumer appeals, the decoration style of antique bricks, especially modern antique bricks, just caters to the mainstream demand of today’s consumer bodies, and the antique bricks are ushered in. The best time to develop. How to seize the opportunity of the times and truly push the antique bricks of the niche to the public. This is a problem that manufacturers and dealers need to think about and solve.
In the past, the Chinese ceramics industry has been in short supply of products. In the seller’s era, there is a large amount of information opaque between the production and consumption of ceramic tiles at this stage. It directly led the tile manufacturers to completely focus on the self-manufacturing of the products. Even if there is no shortage of innovative products in the industry, the innovation of this product is based on the “manufacturing and “process” and lack of market and consumers. Understanding and satisfying needs.
Tiles are semi-finished products. Consumers will never care how the products are produced. What kind of technology is used? The focus is always on the physical properties of the products and the spatial effects that can be decorated. That is, what kind of space style can be presented. For ceramic tile manufacturers, the sale of ceramic tiles to the sale of space has become the consensus of the whole industry. In the future, “selling space to consumers” will be guided by the concept of providing modern and simple lifestyle. The work that must be done.
In order to guide dealers and consumers to recognize this concept, companies must increase their promotion efforts, organize more diverse activities, build more dealer stores, and let modern antiques The modern, natural and simple lifestyle presented is really coming to the consumer.
The modern antique style of this tile decoration presents the space style. In the future, it must be the advocacy and return of the modern and simple lifestyle.
At the same time, although the modern antique style has gradually become hot, this style is more limited to first- and second-tier cities. Third- and fourth-tier cities also need manufacturers, distributors, designers, etc. With the effort, the formation of the blowout in the country will take some time to settle, and it needs to pass the design-centered marketing system effectively.
In general, modern antique bricks need to establish a complete operating system including products, display design, marketing planning, in order to be truly promoted in the terminal.
5. Analysis of the characteristics of antique brick consumer groups
The survey data shows that among the main force of the current home improvement, wedding room decoration accounted for 40%, improving living Accounted for 28%, and these two markets from the age of the main structure, mostly after 80, 90. The main consumer group has been replaced. After 80 and 90, the younger generation has become the largest ceramic tile consumer group.
The main consumer groups of antique bricks are 80 and 90. With the changes of the times, 80 and 90 have become the main consumer of the family, they have a unique aesthetic, coupled with the atmosphere of the whole society, including fashion magazines, home improvement magazines are introduced by master design, these masters design a lot They are European or American design, or they are a minimalist style route. Nowadays, young people are very fashionable. They are easily attracted by the Internet and have high acceptance of foreign culture. Under the guidance of various factors, the present is young. The main force of a generation of consumers prefers this European or American style or simple style. The decoration effect of antique bricks just caters to the needs of young consumers.
As a new generation that has grown up in the context of rapid improvement in living standards, accelerated global integration, and disruptive development of Internet technologies, most consumers after 1980s and 1990s have a broader perspective than the previous generation. Knowledge and unique values. Coupled with the need to carry heavy life pressures in modern society, the new generation is choosing homeWhen it comes to style, it is often more eager to go to the simple and stylish style. This sense of space is best explained by modern antique bricks. Coupled with high housing prices, small apartment, small apartment has become the main force of real estate development, modern simplicity has become the preferred style for young group decoration.
As the 80s and 90s gradually became the main consumer groups, modern minimalist antique bricks became more and more popular. Zhou Qiufa, manager of Xinzhongyuan Qingdao Region, said that Xinzhongyuan is building antique brick stores in Qingdao, Yantai, Jining and other cities in Shandong.
Samite dealer Wang Yigang said that the consumer group of antique bricks has 70, 80, and some 90. After 70, more traditional antique bricks are chosen, and the traditional and simple styles are used. After 80s and 90s, more modern antique style bricks and fresh personality rustic style antique bricks will be selected.
Wang Xinyi, general manager of Dongpeng Qingdao dealers believes that overall, the modern style is on the market. Qingdao people originally liked the luxurious decoration, which is relatively simple now. Too luxurious will be aesthetically fatigued.
In terms of consumer groups, the Beijing antique brick consumer group is mainly after 80s, and covers some 70s and 90s. In terms of color and style, modern minimalist, European and American styles are most popular with consumers.
It is worth mentioning that with the 80s and 90s becoming the mainstream consumer groups, young people no longer like the pure European and American styles that are too heavy, but prefer modern minimalism, “small European , & ldquo; small beauty style.
6. Forecast of the antique brick market
For a long time, due to the complexity of the use of classic antique bricks and the particularity of the spatial style, its market growth rate is slow, but modern antiques In the brick market, there is a chance to make a big breakthrough in the short term. In the era of personalization and youthfulness, modern antique bricks have an enormous market.
The future is the future of modern antique bricks. The uniqueness of modern antique bricks captures the consumer demand of the younger generation.
The modern antique bricks pursue nature, comfort and elegance. They have already set off a global craze for enthusiasm. They have also been enthusiastic about more elites in China. They believe that modern antique bricks are the future trend. With the rise of the young consumer groups after the 80s and 90s, the rapid improvement of people’s living standards and the growing demand for personalized home decoration, more and more consumer groups like simple, fashionable, and simple antique bricks, The modern style of antique brick market is vast.
In terms of product trends, at this year’s Bologna exhibition in Italy, industrial and antique bricks in black and white and gray tones are popular, and the specifications have also increased. It is expected that antique bricks will continue to be simple, stylish and fresh. Development, product specifications will be greater, as the production process matures, the imitation texture will be more realistic. The future is to sell style rather than simply selling tiles. The development of antique bricks will pay more attention to the overall space and overall style display.
7. Market research summary
This survey of antique bricks, the biggest feeling of the reporter is that, under the driving of modern antique bricks, the status of antique bricks on the market is currently Large changes will occur and the market heat in the future will rise further.
The Chinese ceramic tile industry has gone through more than 20 years of bright and luxurious fashion, and the era of antique bricks is still coming.
Under the market background of the main consumer groups after 80 and 90, the simple, modern, fashionable and natural tile space decoration effect is highly sought after, which greatly strengthens the ceramics to go modern and simple products. Confidence in the route. Modern antique bricks are shaping their charms with their unique space, and they are setting off a popular trend in the ceramics industry and the terminal market.
The current strong antique brick brands in the terminal are Marco Polo tiles, golden ceramic tiles, new Zhongyuan Tuscany, bees (IMOLA ceramics), Roman Leo Tiles, mango tiles, Bononia tiles, Ge Shitao tiles (Chengdu, Wuhan). In the multi-market, antique brick sales accounted for about 15% of total tile consumption — 20%. Driven by modern antique bricks, the market share is expected to increase further.
Modern antique bricks are required for product support, including matching tiles waistline, supporting application design, and supporting terminal sales training. According to the words in the line, “the whole design style is sold, not just bricks. This requires the cumulative improvement of production technology, the accumulation of brand power and the construction of the terminal sales team.
In fact, ceramic tile production design is for end use. With the increasing experience of domestic production, sales and application of modern antique bricks, the development of more and more solid, domestic and modern antique brick products The gap with Italy will be smaller and smaller, even like polished tiles, and will eventually lead the world.
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