The 2019 Foshan (Tanzhou) Ceramic Equipment and Materials Exhibition in full swing has come to an end. The author has been involved in various major forums for several days in a row, and one intellectual property forum has caused a stir attracted the author's attention.
I don’t know if you friends still remember that the issue of intellectual property rights protection in the ceramic industry attracted much attention in 2017, mainly because of the infringement and counterfeiting of trademarks and products at that time is rampant, but the objective reason is that the advancement of production technology has caused manufacturers to pay attention to intellectual property rights. Now, this issue has received widespread attention again, but the author found that the focus on it this time is more topopularize property rights knowledge and obtain quick ways to apply for and defend rights. Push it forward to encourage and guide enterprises to innovate, create their own patented products, and lead the upgrading of the manufacturing industry through innovation. In the current environment, this is a positive move.
In fact, many brands in the industry already have their own patented products. As far as the author knows, O'Folai's "Smoky Rain Truffle" is protected by copyright. Its creative inspiration comes from the elegance and elegance of traditional Chinese ink paintings of pine flowers. On the hazy bottom board, the black patterns are like dots of alternate shades of dye, rendering the artistic conception and artistic effect extremely stunning.
Oufolai "Misty Rain Truffle"
Very interesting, I don’t know if it’s a coincidence or intentionalBecause, next door to the Intellectual Property Forum in the Tanzhou exhibition hall is the display area for CKA award-winning products of the China Ceramics Gold Award, and the theme of this booth is "Innovation Leadership Upgrade”. The author carefully looked at each award-winning brick, and found that they were all "exclusive" killer products of the company. If the highly homogenized bricks in the past could only be regarded as a piece of paper, then these bricks with their own unique symbols have become more like living individuals with new blood injected into them, becoming with a name, a surname and a soul.
Some award-winning products
It is not difficult to find that many companies are doing the same thing - focusing on product innovation, hoping to enhance market competitiveness through product differentiation. , to achieve a breakthrough.
As we all know, the updates and iterations of ceramic products over the past few decades are actually innovations and leadership in process technology, which all rely on the continuous research and breakthroughs of many upstream supply companies. . However, this is not enough. Only by putting design at the forefront of production can we truly realize design-driven industrial upgrading.
The most gimmick in product design in the industry today is nothing more than co-branding by designers. Brands hope to create their own unique product symbols with the help of designers’ IP. Here are two examples.
1. Xinzhongyuan + Steve Leung "Brilliant" Series
It is reported that this series of products includes "rain and fog", "clear sky", "falling clouds", "frost moon", "daishan" and "stars". Its designer Steve Leung used the beauty of traditional Chinese landscapes and the four seasons as inspiration for the color system, and combined it with the four treasures of the Chinese study to present this "brilliant" series of works.
Xin Zhongyuan + Steve Leung "Brilliant" Series
2. Xinghui International "Luca·Low Carving" Series
This series of products adopts the company's original technology, and the three-dimensional concave pattern is accurate to 0.07 mm. Touching the brick surface, you can clearly feel the texture and touch of the original material, bringing an unprecedented ultimate tactile experience and visual "conflict beauty".
Xinghui International's "Luca·Low Carving" series
If you want to find new growth points for future development trends, you need to combine the quality needs of mainstream consumer groups. Only by having the innovative advantage of leading the industry can we create a killer symbolic product. This symbol is not limited to appearance, but also includes performance.
For example, the popular large Jiaolu super wear-resistant marble tiles , "Super wear-resistant" is its symbol; there are also words like Special·Anion TileThis brand of functional ceramic tiles, "Negative Ion" "Health" is their symbol...
In fact, any industry needs to be continuously upgraded to adapt to market development and changes, so innovation must be the main theme of the future manufacturing industry. The ceramic industry has never lacked people with "heroic feelings". These people do not follow the trend or blindly follow the trend, but stick to their original aspirations and strive for technological innovation and differentiated products.
He Gan, chairman of Jin Yitao, once said: "If you are not afraid of others imitating, you are afraid that you will not be able to run fast." In his mind, Jin Yitao never follows the trend of the company. To be a company that leads the trend of the industry and to achieve the goal of standing among the domestic ceramic brands by focusing on innovation.
Jinyitao's patented product "Jinxiu Stone"
As early as 2005, Jinyitao and a famous Italian ceramic design company jointly developed a classic series of products "Jinxiu Stone", which enriched the range of antique brick products on the market at that time. The decorative effect has been patented. To this day, Jinyitao still adheres to the combination of innovative craftsmanship and design, making "Texture" the exclusive symbol of its own products. symbols to create a "quality" brand IP, which are interconnected and logical.
Jin Yitao "Ink Mountains and Rivers" "Story Season 1"
The difference between attracting customers with price and building brand IP with product symbols is the difference between being a "dog licker" and being a "goddess". Obviously, the future of the industry is reserved for "goddesses", so what companies need to do is to use differentiated products to continuously radiate charm and rely on brand IP to attract more fans.
If a company wants to build a brand IP, it is recommended to first see if it has innovative symbolic products. After all, you cannot become a goddess without connotation.
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