On March 28, the Owen Lai 2022 new product launch conference with the theme of "Inheritance for Six Generations and 200 Years of Fashion" was held at the Global Theater of the China Ceramics Industry Headquarters Base. Wang Jiawu, Executive President of Owen Lai, Liu Ying, General Manager of Owen Lai Franchise Center, Liang Xueqing, General Manager of Owen Lai Marketing Center, Chen Liwei, General Manager of Owen Lai Engineering Marketing Center, Deng Shaoqing, General Manager of Owen Lai Slate Marketing Center and other leaders attended the event. ; Owen Wright invited Liu Wei, executive editor of "Fashion Home" under the Fashion Group, to share the theme of home fashion trends.
Affected by the epidemic, the press conference was held at 400+ franchisee terminals across the country. Media friends and industry colleagues watched online on the Xiaoetong live broadcast platform and the "Taocheng Daily" live broadcast platform to witness Owen Laidi. The sixth generation of new symbol products is officially released.
Shift from customer thinking to user thinking
In order to better meet the higher-dimensional needs of users
At the beginning of the press conference, Wang Jiawu, Executive President of Owen Lai, delivered a speech. He said: "Owen Lai's business philosophy is to 'serve the new needs of users with source technology innovation'. Over the past 22 years, we have persisted in practicing this business philosophy."
"In the past five years, Owen Lai has opened up the domestic battlefield, created the plain ceramic tile category, promoted the industry's decoration style from European luxury to modern simplicity, and established Owen Lai's differentiated brand IP in the country; in the next five years, Owen Lai will Lai will redefine the boundaries of plain ceramic tile products to meet the future trend of rapid transformation of consumer preferences from bright to matte, thereby promoting the expansion and development of Ou Lai in the country! ”
From Wang Jiawu's speech, it has been revealed that this new product is different from the past: unlike the past, which developed products based on the preferences of stakeholders and designers, Owen Laidi developed research and development based on consumer usage scenarios. The sixth-generation symbol new product is not only another new breakthrough in product development technology of Owen Lai, but also another iteration of Owen Lai's product development logic. It marks that Owen Lai's innovative thinking will shift from customer thinking to user thinking, for a better future. to meet the higher-dimensional needs of users.
Generation Z consumers enter the scene
Changes in home fashion trendsAppear
This event specially invited Liu Wei, executive editor of "Fashion Home" under the Fashion Group, to share the theme of home fashion trends.
Fashion Group was established in 1993 and is committed to assisting the development of China's fashion industry and the promotion and upgrading of Chinese aesthetics, and improving the aesthetic ability of Chinese people. It owns three comprehensive flagship magazines: "Fashion COSMO", "Esquire" and "Harper's Bazaar", as well as many other publications covering various vertical fields of lifestyle. Its subsidiary "Fashion Home" is China's first boutique magazine on modern home trends, and is also the most successful home furnishing magazine with the largest circulation in the country.
Liu Wei said: "The concepts we carry are all based on the entire large market, and we start our enlightenment on Chinese home furnishings."
He believes that behind any popularity, it is driven by culture and market. "The two biggest home fashion trends are currently: Generation Z consumers are entering the market; and 'Chinese culture' has become fashionable."
The Space Declaration of Generation Z: Appearance comes first, I want to like it, I trust professionalism, and I admire classics.
Among them, he explained: "Classics are not just for young people to be differentiated and unconventional. Because of the rapid accumulation of materials, information, etc., the new generation of young consumers will not reject classics, but will very much recognize them. The system of plain bricks, black and white, is classic in my opinion, such as Coco Chanel. The new generation of young consumers will buy both fashion and classics. This is a characteristic of Generation Z. ”
“Last year, ‘big changes unseen in a century’ were often mentioned. Under this rhythm, what we can see in the era we live in now is cultural confidence. We see that the national strength has become stronger. Like me today I came to Foshan, which is a developed place for the ceramics, home appliances, and furniture industries. From the initial development of OEM, to our own manufacturing and export, to the current intelligent creation, this is a place with a completely solid foundation today. While looking at the exhibition hall, I learned about Owen Lai’s innovation and invention patents, as well as the current development of production technology for ceramics, slates, and ceramic tiles... I am very confident that China’s manufacturing industry can take off from now on!”
Liu Wei said that through Owen Lai's new product launch conference, we look forward 200 years and look forward to the next 200 years of Chinese fashion.
As Liu Wei explains about "fashion": "When we generally talk about fashion, everyone will say "Fashion". The logic of this word is more about fashion, trends, fashion, etc., but the words used by fashion groups It’s Trends, it’s a trend. This word has always encouraged us to think about the direction of our content. What we consider is the overall trend and direction. ”
Owen Lai also upholds a timeless attitude, focusing on the future of the industry, gathering innovative forces, inheriting the beauty of design, and displaying residential fashion.
Owen Lai’s new sixth-generation symbol debuts
Let every user become a designer of life
After 2021, a "post-2021 phenomenon" has appeared in home decoration. The young new middle class and small town youth are invariably looking for a kind of ceramic tiles - "plain ceramic tiles".
In the past six months, "plain color" has been actively searched 600,000 times on the ceramic tile section of the Xiaohongshu platform and 800,000 times on the decoration section. Minimalism, wabi-sabi, salt-based, high-end, fresh, clean, no main light design, cream-style decoration... have become hot words related to "prime" decoration.
Owen Lai has always conveyed the timeless charm of life with the beauty of modern plain colors. From the innovative exploration of material surfaces to the in-depth exploration of user experience, Ou Wen Lai adheres to differentiated innovation and seizes the growth high ground with a "more professional" attitude. , establishing the IP status of plain ceramic tiles. Every new product release is based on precise insights into consumer trends, setting off a new round of technology iteration and design innovation in the industry.
In 2022, Owen Lai adheres to the business philosophy of "source technological innovation and serves new user needs" and relies on years of craft inheritance and technological innovation to create a new trend in plain products.
As the highlight of this conference, the much-anticipated new sixth-generation symbol product of Owen Lai was unveiled. Liang Xueqing, general manager of Ouwenlai Brand Marketing Center, explained in detail the new product front-end design ideas and its unique features.
What is "Su"?
Liang XueqingAnswered this question for us: "'Plain' is not just the narrow sense of black, white and gray, but the pursuit of life with plain color, plain makeup and quality as the aesthetic criteria. It is a clean, simple, natural and comfortable home space state. It is a ceramic tile. This restrained sense of high-end is the material aesthetics of color, texture, light and touch.”
“For today’s young consumer groups, aesthetics has become a rigid need, and quality is the symbol of aesthetics.”
The lifestyle of the user group determines the boundaries of the product. When Generation Z enters the scene and the "post-2021 phenomenon" arrives, the sixth-generation symbolic new product-Owen Lai's "fresh series" plain color products are born as the ideal choice.
Owen Lai employs fashionable product designers born in the 1990s, and from the perspective of "our young people", seamlessly integrates into the living space of the younger generation and creates a fashionable sense of ceramic tile space.
Owen Lai's "fresh series" plain color products consist of Bandari sandstone, Canon cement, Schumann marble, yoga, and Xinmitu. They use fresh plain colors as the main tone to create a simple, clean, natural and comfortable living environment. The living space is adapted to the current popular home decoration style.
Owen Lai's "fresh" plain products
OVERLAND
- Extremely detailed texture, fashionable “high-end dumb”
Fresh skin facial products, through the composite firing process, the delicate skin texture perfectly matches the 8° soft luster, naturally presenting a fashionable high-end matte skin;
- Ultimate simple texture, fresh and clean
The ultimate texture is simple and clean, without jumping or blooming, and can be perfectly integrated with various styles of spaces;
- Extremely elegant plain colors, fresh and attractive
Adopt "C"S Soft Color" technology combines simple textures with elegant high-grade gray. The brick surface naturally presents a unique plain color, with pure tones, fresh and durable.
Under minimalism, we solve the problem that users are too lazy to design. Owen Lai's "Fresh Series" plain-color products are designed for laziness. For those who want to play stylish but are not professionals, Owen Lai's "Fresh Series" plain-color products solve the problem. It’s a difficult problem to design, so don’t make it difficult to design!
The starting point of product design is highly complex, and the end point of user interface is highly simple. Owen Lai's "fresh series" plain color products are fresh and elegant, and do not pick on space or people. Let every user become a designer of life!
Over the years, Owen Lai has received many recognitions from society and the industry for its outstanding contributions in the field of plain ceramic tiles, which has further established Owen Lai's dominant position in the field of plain ceramic tiles.
At the moment when "plain bricks" are blowing out, the launch of Owen Lai's "fresh series" solid color products not only redefines the boundaries of solid color ceramic tiles, but also welcomes the rapid transformation of consumer preferences from bright to matte in the future. trend, I believe this can also bring in-depth thinking to other brands in the industry that are involved in the field of plain ceramic tiles.
△ Watching the live broadcast through social organizations in real time, the atmosphere at the terminal branch of 400+ Overlay franchisees across the country was enthusiastic. We felt everyone’s enthusiasm and expectations for the sixth-generation iteration of Overlay’s new products.
