Regarding the ceramic tile exhibition hall, the author often thinks about a question, what role does it play in our business operations?
In layman's terms, exhibition hall design is a platform for product display for ceramic tile sales. It is also a window for the external output of brand image, and it is a reflection of the operator's strength. reflect. As a commercial space design, many factors need to be considered, including the reasonable layout of the entire space, functional division, color composition, lighting, soft furnishings, etc. What is finally presented to consumers must be an exhibition hall design with strong visual effects, allowing people to truly feel the beauty and charm of ceramic tiles.
In the past two years, the overall home decoration style has undergone a huge change. In the past, the magnificent European style and the niche American pastoral style have been included in the list of "earth" words. During this period, people began to pursue a modern, simple, and luxurious home decoration style, so products in black, white, and gray colors quickly became popular. On September 16, the first day that the China Ceramics Network terminal research team came to Xiamen, they saw the same situation. Moreover, because Xiamen has a large number of high-end groups and migrant populations, the trend of home decoration style has changed even more than Other cities are coming faster.
In fact, behind every change in style and the rise of a new style is an improvement in national aesthetics. To operate a ceramic tile store in an area with higher per capita aesthetics, in the exhibition hall The design must not be too bad. To put it in one sentence: "If you don't have a good store, you can't sell bricks in Fujian." Let's talk about the six "hidden rules" of Fujian ceramic tile showroom design ".
Hidden Rule 1: Tired of seeing all black, white and gray
When the author visited Area B (tile area) of Xiamen Jijiajia World Building Materials and Home Plaza, all he saw were black, white and gray storefronts. I have to admit that this low-saturation color system is indeed more tasteful than the colorful color composition, but looking at it too much will inevitably cause visual fatigue, just like chewing gum, chewing too much becomes boring.
In fact, the fact that the products are all black, white and gray does not mean that the exhibition hall effect is monotonous. For example, Ouwen Lai is a brand that specializes in plain-color bricks. When we carefully observed the design of Ouwen Lai's exhibition hall, it seems that A breakthrough point can be found to change this popular style.
▲Owen Lai | Plain modern bricks (Xiamen Jijia store)
While most of the products on display imitate the texture of natural stone, Owen Lai's exhibition hall will use a lot of bionic accessories, such as green plants, wood, leather, etc. etc., to better integrate into the space and have the effect of adding bright colors.
▲Romantic Tiles (Xiamen Jijia Store)
According to Romantic’s Xiamen dealer, their showroom was installed in the first half of 2017, and there were many exhibitions at that time.The hall is in European style, and because the Romantic brand is more popular among young consumers, they are more forward-looking when it comes to style changes. Because most of the sample displays in the exhibition hall are small white bricks, a lot of metal frames are used to decorate the space, creating a modern industrial style or ins style.
Unwritten rule 2: The "high road to the best" in the imported brick exhibition hall Jane"
Douglas is a brand of ceramic tiles imported from Italy. For the display of imported products, the most important thing to highlight is the product itself, so the space design of imported bricks can be said to be simple but not simple. We can find that the products in most imported brick showrooms are the protagonists. They use very delicate metal closures and intuitive display effects, and there will not be too many distracting decorations. Douglas's Xiamen dealer told the author that he regards every brick as a work of art, not just a commodity.
▲Douglas Tile (Xiamen Wuyuanwan Hongxing Store)
The Xiamen dealer of Italian Novo Ceramics is also an agent of European HBI large boards. Like Douglas, this showroom still adheres to a simple but not simple decoration style with exquisite details. If you observe carefully, you can easily find that it uses gray paint to decorate the wall background, and does not carry out too much deep processing of the product. Instead, it uses a large area of display to more intuitively convey the visual shock effect.
▲HBI European imported large slabs & Italian Noba ceramic tiles (Xiamen store)
The author thinks this is a very interesting phenomenon. While domestic bricks are rushing to flaunt their light luxury style, imported brick exhibition halls use a "high road to simplicity" style. The technique shows the noble atmosphere of the product itself.
Unwritten rule three: The average investment in decoration stores is 2,000 yuan /㎡
Wrigley Tile's store in Xiamen Jijiajia World Building Materials and Home Plaza was just completed and opened this month, covering an area of more than 200 square meters. It is understood that the frequency of renovation of all Wrigley Tile stores is about two years, and the time for decorating the store will be during the arrival of new products in the first half of the year and during the summer off-season.
▲Wrigley Tile (Xiamen Jijia Store)< /span>
Jinyi Ceramic Tile Xiamen Wuyuanwan Red Star Macalline Store was also just renovated this year. Due to the relatively large area of the store, a large number of 1600X1600mm, 900X1800mm, etc. are used on the exhibition hall floor. Large format products. The author learned that the cost per square meter of laying large slabs for walls and floors is several times that of ordinary ceramic tiles.
▲Jinyi Ceramic Tiles (Xiamen Wuyuanwan Hongxing Store)< /span>
Also a new exhibition hall that has just been built recently, the Juncheng Ceramics Jinjiang Tiangong store covers an area of about 600 square meters and was personally designed by the design director of the Juncheng Ceramics headquarters. According to its Jinjiang dealer, the cost of showroom decoration is not much different from that in other regions. The cost of a decoration store (including soft decoration) is about 2,000 yuan/㎡.
▲Juncheng Ceramics (Jinjiang Tiangong Store)
Marco Polo Ceramics has acquired multiple stores in Xiamen Jijiajia World Building Materials and Home Plaza, with a total area (including public stalls) of nearly 800 square meters. Its dealers said that after each product update, they will partially renovate the showroom to ensure that consumers can see the model display of this year's latest products when they enter the store.
▲Marco Polo Tiles (Xiamen Jijia Store)< /span>
Unspoken rule four: The big board display actually contains mysteries< /span>
If a ceramic tile store does not sell large slabs, the owner will be embarrassed to say that he is a "trendy maker in the brick moving industry." After visiting the Fujian market for many days, the author discovered the connotation of large slab product display
1. Independent stores are more suitable for large-scale display than storefronts, in which the floor height is the key.
When I visited the Jinjiang and Xiamen stores of Gold Medal Asia Tile, I found that the tall building spacing can better show the grandeur of the large slate; while in ordinary storey heights, the large slate It can only be displayed through a TV background wall.
▲Juncheng Ceramics (Jinjiang Tiangong Store)
The Juncheng Ceramics Jinjiang Tiangong Store is also an independent store. The floor height is enough to connect two 900X1800mm large board facades. There is no doubt that the display effect is better than that of an ordinary store exhibition hall. The connection between 900X900mm and a 900X1800mm facade is much better.
2. Large-scale paving solutions require technology, tools, and auxiliary materials.
When I visited Gold Medal Asia Tiles in Jinjiang, the author was fortunate enough to get to know a team of professional large-slab pavers. It is understood that the construction masters of large-slab paving in this team all have Chinese experience. National professional certificate awarded by the Ceramic Tile Pasting Technology Professional Committee of the Ceramic Industry Association, and manyWon the first and second place in the tiling competition hosted by TCT for the first time.
One of the engineers told the author that in the process of paving large slabs, in addition to technology, paving tools and auxiliary materials (tile adhesive) are also indispensable. They have professional training and assessment for large board paving workers. They also help large board paving tool manufacturers develop more advanced tools. Through actual combat and experiments, they constantly come up with a set of solutions to solve the current problems of large board paving. .
▲The background is a gold medal Asian tile large rock slab< /span>
Unspoken rule five: Upgrade the exhibition hall, big stores bring small ones Shop
The ceramic tile market in southern Fujian has such a characteristic: a sound business system, a wide range of radiation, and many secondary agents. As a general agent, in addition to providing warehousing, delivery, return and replenishment services for secondary agents, we will also provide certain exhibition hall upgrade support for the distribution outlets in prefecture-level cities below. However, it still needs to be determined according to the specific situation of the secondary agent, and you cannot blindly ask it to expand or decorate the store. Therefore, many general agents choose to establish large-scale benchmark stores to facilitate the expansion of distribution channels. At the same time, the second-level agents below can also guide high-end customers to large stores to select materials, using the form of "big stores with small stores" to reduce the number of second-level stores. Agent operating pressure.
▲Dongpeng ceramic tile facade (Xiamen store)
Southern Fujian regional general agent image store
▲Juncheng Ceramics Exterior (Jinjiang Store)
Daquanzhou regional general agent image store
▲Gold Medal Asian Tile Exterior (Jinjiang Store)
Quanzhou regional general agent image store
This also reflects from the side that as a general agent, the service to its secondary agents will definitely be more detailed and thoughtful than the manufacturer's service to the secondary agents.
Unwritten rule 6: Really right design must return to the essence
▲Sun Shaochuan, Director/Chairman of Jiahe Great Wall Decoration Design
On the evening of September 17, the China Ceramics Network terminal research team had the honor to visit the studio of the famous design teacher Sun Shaochuan. The studio does not have too many ostentatious designs, and people in this space will feel comfortable from the inside out. Teacher Sun Shaochuan said that the essence of design is to return to life and practicality in the end, so that the value of design can be reflected.
▲Teacher Sun Shaochuan’s studio
During the chat, the author who majored in this course was greatly shocked by Teacher Sun Shaochuan’s understanding of the material. He advocates that the use of materials in the decoration process should be as economical as possible and not pursue complicated waterjet processing. In particular, the arrangement and seams of ceramic tiles on the ground can be designed and calculated to avoid cutting as much as possible. Making the best use of things is to protect the environment in which we live and leave green waters and green mountains to future generations.
▲The exact stitching successfully cured patients with obsessive-compulsive disorder< /span>
The exhibition hall of the Asia Tile Xiamen Red Star Macalline Store in Wuyuan Bay is one of the works of Mr. Sun Shaochuan. On the premise of not wasting a single brick, the precise "seam" has become the representative symbol of the work. It can be called a model of an exhibition hall that coexists with practicality, environmental protection and energy saving. Sun Shaochuan believes that the design of ceramic tile exhibition halls must ultimately return to the essence of commercial application, divide functional areas well, and create a classic product display space that can be changed at any time. . Because every consumer only visits a certain showroom a few times, so this showroom will always be "new", and there is no need to knock it out and install it again every year or two.
In Sun Shaochuan's mind, "Design is more important than beauty", because beautiful design is not difficult to achieve as long as you master the basic design skills. But the right design pays more attention to health, multi-function, low cost, low carbon, low maintenance, high efficiency and high stability. Thinking about details based on people themselves, while still not lacking in beauty, this kind of thoughtful design is the right design.
▲Asia Tile (Xiamen Wuyuanwan Hongxing Store)
Breaking preview! ! !
"Channel fission, market first" China Ceramics Network terminal market research "one city, one activity”(Xiamen Station) will be held on September 27th from 14:30 to 17:00 in the conference room on the 2nd floor, Area E3, Jijia·Jia World Building Materials and Home Plaza, Xiamen. We sincerely invite you to participate. !
