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The rise of antique bricks, fighting for feelings
- Apr 09, 2018 -

Since 2012, the ceramics industry has begun a real first-round reshuffle. The flow of time goes to 2014, and attention to consumers has started to become an increasingly recognized theme. After more than 30 years of development in an industry, it began to be a big fan of starting to put the interests of consumers in a prominent position. It is worth pondering. Many influential companies in the industry are involved in the production of antique bricks. The growth rate of the market share of antique bricks has also attracted wide attention from people both inside and outside the industry. The reason is because antique bricks have a richer sense of aesthetic sense than polished tiles, and it is easier to satisfy people's sense of nature, primitiveness, and return to human nature.

Like clothing, the feeling of influencing consumers to choose rustic tiles is rather complicated. These feelings are somewhat determined by the product and the brand itself, some by the display atmosphere, and others by the communication between the business staff and the customer.

In the market competition of antique bricks, the question that bears the brunt of any brand is still: What product does this brand have to satisfy? In this respect, there are no lack of successful people in the industry, and some brands satisfy the needs of rich people at the top of the pyramid. Some brand target customers are middle class with certain cultural qualities. Since no brand can satisfy the preferences of all groups, the brand's product planning must be based on a certain theme to conduct continuous and stable R&D on the customer groups that it wants to satisfy. This kind of R&D, many times the success depends on the joint participation of manufacturers, businesses, and consumers.

The second thing to be solved is to take what quality products to satisfy the feelings of their target consumers. We often hear our peers say: different brands of antique tiles, there is not much difference in quality. The fact is that the more high-end consumers are, the more sensitive they are to the products they want to choose, and the higher the demand for intangible psychological feelings. In terms of antique bricks, tactile touches often influence customers' buying decisions. The tactile differences of products of different quality levels are quite obvious. Even with the most basic visual effects, the differences in colors, textures, etc. between Italian brands of the same style, domestic high-end brands, and low-end brands are not difficult to distinguish. Whether manufacturers or merchants admit it or not, the quality of products is still one of the foundations that influence consumer perceptions and purchase decisions. These feelings may not even be clearly described by the buyer at the time.

The next question is to let our customers or consumers feel like they decide to buy. In addition to the specific feeling that the manufacturer's brand and products give to customers, it is also crucial to show the ambience and the feelings of the business people's speech behavior to the customer, especially for the higher-priced brands. If the layout is messy in an expensive brand showroom, or if business people tell customers that the “Yellow River” antique brick is an Italian brand, most people will be unthinkable. However, similar dislocations encountered by customers often plague the business promotion of many antique brick brands.

“Design” has become the mantra of the tile industry, especially the antique tile counterparts, and the problem that goes deeper is that our customers participate in and experience the feeling of design. When the customer faces your product, the brand wants to What the customer conveys is far more than just "high-grade" or "affordable", but "this is what I want." Efforts to allow customers to pay for the feelings they face closer to Italian products and brands should be a goal for every successful exporter of antique bricks.

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