如果要推选2021年度品牌，爱力蒙特定是候选之一。

　　When it comes to Brand of the Year in 2021, Element must be one of the candidates.

　　前段时间，华夏陶瓷网推送了一篇《“黑马”爱力蒙特身世揭秘》，再次引发业内广泛关注。

　　Chinachina.net posted an article titled Unveil the Secret of Element a few days ago, which attracted the industry’s attention.

　　该篇推文介绍了爱力蒙特背后大股东合发利集团的基本情况，为我们揭开了“黑马”的身世之谜。

　　That article informed us the basic information about Hafary, the shareholder of Element and unfolded the detailed story of how Element was founded.

　　在本篇中，华夏陶瓷网又将关注的焦点重新聚集回爱力蒙特品牌本身，探究这个沉淀多年，终于闪亮登场的瓷砖品牌，到底有着什么样的独特品质。

　　And today we have another interview that will shift its focus back to Element itself to discover what is special about this ceramic brand which made its debut after several years of robust development.

　　以下是华夏陶瓷网“老牛说•面对面”专栏采访爱力蒙特瓷砖首席产品官魏贝赞实录，敬请小伙伴们垂注。

　　The following is the transcript of interview given by Mr. Banson, Element CPO to Liu Xiaoming—the editor-in-chief of Chinachina.net.

　　魏贝赞是陶瓷行业知名的产品经理，长期从事覆盖全球的瓷砖供应链管理工作，非常熟悉意大利陶瓷产品开发体系及品牌运营模式。

　　Banson is a renowned product manager in ceramic industry. He has engaged in managing the global ceramic supply chain for long and knows everything about the development and brand management of Italian ceramic products.

　　本次采访中，魏贝赞提出的“1+1>2”商业模式、“供应链品牌管理平台”、“瓷砖要做好配角”等理念，很值得大家认真玩味。

　　Such new concepts proposed by Banson in the interview as 1+1>2 Business Model, Supply Chain Brand Management Platform, and Ceramics as Supporting Role deserve our exploration.

　　采访人|华夏陶瓷网总编辑刘小明

　　Interviewer｜Liu Xiaoming, Chief Editor of Chinachina.Net

　　受访嘉宾|爱力蒙特瓷砖首席产品官魏贝赞

　　Interviewee | Banson, Element Chief Product Officer

布局东南亚

合发利的实力与魄力

　　Business Division across Southeast Asia

　　The Strength and Courage of Hafary

　　老牛：请魏总介绍一下新加坡合发利公司作为大股东的基本情况，他们的经营范围、经营规模、行业地位等综合实力。

　　Mr Liu: Banson, great to have you here. So could you please tell us something about Hafary Sgp, the biggest shareholder, like its business scope, scale and status in the sector?

　　魏总：新加坡合发利公司成立于1980年，至今有41年的历史，主营瓷砖，是新加坡高端瓷砖，石材，马赛克，木地板，石英石面，工作台面和卫生洁具的首选建材供应集团。合发利在新加坡的发展长期处于绝对领先地位，其国内市场总体占有率超70%，体量更为行业第二名的4倍以上，甚至超过第三名5—6倍，是遥遥领先的大建材销售公司。合发利于2009年在新加坡挂牌上市，并在2013年升级到交易所主板，通过近几十年的发展，合发利发展的速度包括在当地的行业地位、影响力，都能让它在未来有更大的发展空间。合发利大概从2012年就开始布局全球市场，第一步布局了越南，那家公司在越南做得非常好，增长非常快，至今已建成的直营网点大概有13个。

　　Banson: Hafary Sgp has been running for 41 years since its inception in 1980. Specializing in ceramic tiles, it's the leading supplier of high-end ceramic tiles, stone, mosaic, wood flooring, quartz stone surface, countertops and sanitary ware in Singapore. In a long period, Harafy runs ahead of all others enterprises in Singapore. It takes up over 70% of the chinese market and has a scale that is more than 4 times that of the top 2 company, and even 5-6 times that of the top 3 company. It's indeed a large building materials distribution company. Hafary was listed in Singapore in 2009 and upgraded to the main board of the stock exchange in 2013. Decades of development has laid a foundation for its stronger progress in terms of growth speed, status and influence. Hafary started to deploy global markets since 2012, with its first division falling on Vietnam. That company ran smoothly in Vietnam and grew fast enough. So far there have been 13 outlets established.

图 | 新加坡合发利总部大楼

　　老牛：相当于越南有总部？

　　Mr Liu: By that you mean there is a headquarters in Vietnamese market?

　　魏总：对，有13个直营网点，特别是在越南中高端市场，无论是零售，还是商业、工装渠道都占有最大的市场份额。

　　Banson: Yes, it has 13 direct outlets which occupy the largest market share in retail, commercial and decoration channels, especially in the medium to high-end Vietnamese market.

　　同时，为加快集团全球化发展步伐，不断拓展整个东南亚市场，合发利先后在2014年进军缅甸，2017年与中国爱力蒙特团队合作建立佛山市爱力蒙特建材有限公司，甚至在2020年，在新冠疫情冲击全球经济期间，布局马来西亚市场。

　　And to accelerate its globalization and scale up the entire SEA business, Hafary expanded into Myanmar in 2014 and established Foshan Element Building Materials Co., Ltd in cooperation with Element China team in 2017. Even in 2020 when the world is haunted by Covid-19, Hafary still worked on the Malaysian market.

　　合发利在当地市场也是全渠道占有率最高的，不仅在零售上是绝对领先，而且工程上也有很强的竞争力，同时在专业项目上，比如医院、学校、政府等楼堂馆所，也有专业的公司服务。

　　Hafary also has the highest omni-channel share in the local market. It is not only an absolute leader in retail, but also has strong competitiveness in engineering. It provides specialized services for professional projects, such as hospitals, schools, government and other buildings.

　　为应对疫情和各种经济变化，合发利从去年年底起做了很多布局。比如在新加坡建立了一个2500平方米/层、投入超过500万新币的顶级展厅，要打造新加坡高端建材第一品牌。

　　In response to Covid-19 and economic changes, Hafary engaged in multiple arrangements since the end of last year. For instance, it created an S$5million 2,500m²/floor luxury showroom in Singapore in the furtherance of developing itself into the most valuable high-end building material brand across Singapore.

图 | 新加坡合发利展厅

　　老牛：也做情景展示吗？

　　Mr Liu: Does Hafary also engage in scenario display?

　　魏总：对，做情境展示，展厅的整个设计融入了人文、科技、体验、自然等元素，耗时两年，其建成落地标志着合发利在新加坡的发展进入了一个新的台阶，这里的岩板应用，以及瓷砖、石材、木材等材料的综合使用，都十分令人期待，甚至震撼整个新加坡。

　　Banson: Yes, Hafary also specializes in scenario display. Its showroom, which took 2 years to complete, celebrated an overall design of humanity, high-tech, experience, nature, etc., and indicated another milestone of Hafary's progression in Singaporean market. The application of sintered stone, ceramics, stones and woods demonstrated in the showroom is the most anticipated approaches that will influence entire Singaporean business.

　　合发利在新加坡又增设了两大仓库，在受疫情影响、大家信心不足的情况下，合发利反而采取逆向思维去经营市场。我们很清楚，要在零售市场上保持这么大的份额，必须要有充足的货源，而货源的背后是强大的实力，合发利的实力不仅仅是资金和团队，更重要的是在整个商业布局上有这样的魄力，现在我们回头看，这个布局是非常正确有效，且具有前瞻性的。

　　Hafary has opened another two warehouses in Singapore, which demonstrates how Hafaray uses reverse thinking to operate the business against the impact imposed by Covid-19 pandemic and underconfidence. we are keenly aware that to maintain such large share in retail market requires sufficient supply which is backed by the enabling strength of a company. Funds and teams help build up the strength of Hafary. But what is more important is the courage that drives its business plan deployment. If we look back, we would find that such plan is very successful and forward-looking.

　　老牛：是疫情爆发之后才布局，还是之前就有布局？

　　Mr Liu: Such deployment happened before or after the outbreak of Covid-19?

　　魏总：疫情爆发之后就看到这一点。当大家都谨慎发展，甚至往后退的时候，合发利通过分析和以前积累的经验，做出了这么好的布局，这个布局我相信未来会为合发利的全球发展提供更好的支持。

　　Banson: The success of its business deployment was proven right after the pandemic. When everyone else was taking a prudent approach or even retreated, Hafary, based on its previous analysis and experiences, implemented such an effective deployment which powered the globalized progression of Hafary.

图 | 新加坡合发利展厅

　　老牛：你刚刚讲的零售这一块，合发利在新加坡的零售比例是多少？

　　Mr Liu: You have just mentioned retail. How big is the retail market share of Hafary in Singapore?

　　魏总：合发利在新加坡零售比例占总规模的65%-70%，政府项目加上私人房地产项目，加上工程、商业工装项目差不多是30%-35%上下。

　　Banson: Hafary takes up 65% - 70% of the total retail market in Singapore. Government projects plus private real estate projects, engineering and commercial decoration projects account for about 30% - 35%.

　　老牛：你们爱力蒙特与新加坡合发利集团是如何结缘的？

　　Mr Liu: What makes the connection between Element and Hafary?

　　魏总：就像我之前说的，合发利很早就开始布局东南亚市场，越南、缅甸、中国、马来西亚，一步一步地展开，中国也是其中的一环。

　　Banson: As I said before, Hafary started to expand its market in Southeast Asia early, including Vietnam, Myanmar, China and Malaysia. China is one of them.

　　爱力蒙特的母公司是广东意创原素建材有限公司，广东意创原素是由新加坡合发利集团、新加坡合发利集团（中国）公司陈在丰先生与我共同合作成立的一家投资公司，这个投资公司跟爱力蒙特中国团队成立了佛山市爱力蒙特建材有限公司，主要做国内市场，同时跟爱力蒙特国际团队成立了佛山市爱力蒙特陶瓷有限公司，主要是做国际市场，爱力蒙特是合发利与爱力蒙特团队经过沟通后，在中国成立的项目，并以品牌发展模式推动项目的全面建设。

　　Element is actually a subsidiary of Guangdong ITA Element Building Material. Co., Ltd which is an investment company founded by Mr. Chen Zaifeng (G.M. of Hafary Sgp and Hafary China) and me. Later, ITA Element worked with Element China team to establish Foshan Element Building Materials Co., Ltd that mainly targets to Chinese market. At the same time, Element international team joined hands with ITA Element to set up Foshan Element Ceramics Co., Ltd for global business. So Element is a brand-driven project established after exchange between Hafary and Element marketing teams.

爱力蒙特横空出世

打造中国的“供应链品牌管理平台”

The Rise of Element

A "Supply Chain Brand Management Platform" in China

　　老牛：爱力蒙特是一家怎样的公司？你们是一边把进口瓷砖卖到中国市场，一边把中国的产品卖向全球市场么？

　　Mr Liu: What type of company Element is? Are you selling imported ceramic tiles to the Chinese market while selling Chinese products to the global market?

　　魏总：爱力蒙特是我们推出的以瓷砖为核心的一个品牌，它也是一个特选的供应链管理平台，未来可能还会有很多的品类组合在这个平台上。目前，我们向中国市场进口瓷砖，同时也把中国瓷砖出口到全球，但是爱力蒙特要做的不仅如此，我们要走的是品牌化发展之路，因为，我们始终认为：有品牌，才有未来。

　　Banson: We launched Element as a ceramics-centric brand. It is a selected supply chain management platform in which many other ceramic categories will be launched. Currently, we import ceramic tiles into the Chinese market and export Chinese ceramic tiles to the world. However, Element has to do more than that. The road ahead is all about brand-driven development, since we firmly believe that: Brand is what makes our future.

　　在品牌发展、建设的过程中，我们从两个维度入手，第一：不论我们的品牌是从一个产品品牌过渡到一个消费者品牌，还是发展为我们提出的设计驱动型品牌，我们的最终目标和初心都不会改变，那就是“打造受人尊重的中国品牌”；第二：我们没有涉及工厂，目前这个发展阶段更多是以特选模式整合供应链资源。未来公司发展到一定阶段，除了能够在市场上让消费者、客户、设计师认可我们是一个受人尊重的中国品牌之外，还能在全球形成一个非常具有竞争力的供应链品牌管理平台。

　　We work on two aspects when scaling and building our brand. First, as we move from a product brand to a consumer brand, or even to BDD(brand driven by design) like what we advocated, we will never forget where we start and stay committed to building a chinese brand respected by all. Second, since we don't involve factory, what we do at current stage is to integrate supply chain resources based on a selected model. In the future, a company that grows to next stage will earn the recognition from consumers, customers and designers as a respected Chinese brand and enable a very competitive supply chain brand management platform in the world.

　　老牛：你刚刚讲爱力蒙特是一个供应链品牌管理平台，能不能介绍一下你们平台目前的品牌和产品整合情况？

　　Mr Liu: You just tell that Element is a supply chain brand management platform. Could you please tell us about the brand and product portfolio of your platform?

　　魏总：爱力蒙特提出了设计驱动型品牌（BDD）这样一个终极目标，其实分几个阶段去走，首先是夯实爱力蒙特整个品牌的产品质量基础、确保供应和库存充足，同时把我们想要呈现的意大利原创设计能更好地落地。

　　Banson: We have made Brand Driven by Design our ultimate goal. But we will make it through several stages. First is to improve the quality of Element products, ensure sufficient supply and inventory, and better deliver the original Italian design.

　　老牛：你们出口的产品都是广东产的么？

　　Mr Liu: Are all the products you export made in Guangdong?

　　魏总：目前，爱力蒙特在国内销售的产品，100%产自于广东。出口的话，有产自广西的瓷片。

　　Banson: Right now 100% of the products sold in China are produced in Guangdong. And part of the ceramic tiles for export is made in Guangxi.

　　老牛：你刚才讲的是出口方面，那进口这一块呢？

　　Mr Liu: What you just mentioned is about export. So how about import?

　　魏总：现阶段，我们的定位是：“媲美意大利高端进口瓷砖的中国品牌。”，这也是我们现阶段的广告语。我们的目的与主张是十分明确的，即通过引进意大利的原创设计，结合中国制造水平、技术能力，呈现我们爱力蒙特超90%的产品。

　　Banson: Our brand positioning at current stage is : "Chinese brand comparable to high-end Italian-imported ceramic tiles. ", this is also our advertising slogan. Our goal and proposition are very clear, that is, to deliver over 90% of Element product by integrating the original design imported from Italy with manufacturing capability and technologies in China.

　　当然，我们也从意大利直接进口瓷砖，从工艺、颜色、质感等维度进行考虑，公司目前只引进那些现阶段国内无法做到的产品。

　　Of course we also import ceramic tiles directly from Italy. We only import those products with effects, color and quality we are not able to create here in China.

爱力蒙特发挥整合优势

意大利设计碰上“中国制造新自信”

The Combined Strength of Element

Italian Design X Made In China

　　老牛：你刚刚说你们的产品是拿意大利的原创设计去中国生产，这种模式很多人都想干，你觉得干好这件事情的关键是什么？我们中国在制造端对产品制造的理解、认知包括审美，你觉得跟上来了吗？

　　Mr Liu: Like what you said before, Element is a product made by China with reference to Italian design. Such model has been adopted by many companies. What do you think is the key to doing this well? Do you think that our manufacturing capability is advanced enough in terms of the judgment, awareness and aesthetics of ceramic making?

　　魏总：我认为是跟上来了，首先中国特别是这近十年的发展，陶瓷行业进步得很快，最重要的是我们大家都有意愿把东西做好，所以在设备、原料、技术各个方面的投入是前所未有的，这种前所未有其实就代表一种意愿，代表市场的引领，它能够带给我们足够的信心，做出媲美意大利高端产品的东西。

　　Banson: I think we have made progress in those aspects. China develops robustly in recent decades, so as the ceramic industry. More importantly, we are seeking to make perfect ceramic products, which is evidenced by our unprecedented investment into equipments, raw materials and technologies. Such investment level indicates a willingness that drives our markets and gives us strong confidence to deliver something superior enough to rival Italy.

　　而且爱力蒙特的意大利原创设计是原文件独家的，我们跟意大利史帝华夫的合作已经超过十年了，而且合作范围不仅限于陶瓷行业，在跨界应用上，我们也有合作。我们尊重最基础的商业价值和底线，同时我也认为任何劳动的付出都值得被尊重。

　　Moreover, Element's original Italian design are something very exclusive. We have partnered with Stylgraph for decades, during which our collaboration reaches far beyond from ceramic industry into other applications. We respect the most basic business values and the bottom line. At the same time, I also believe that any effort should be respected.

　　老牛：你们有哪些产品跟史帝华夫合作，他们是一家什么样的的公司？

　　Mr Liu: What products do you work with Steve and what type of company Stylgraph is?

图 | 史帝华夫总部

　　魏总：我们有大概80%-90%的产品跟他们合作，他们是意大利瓷砖和墙纸领域第二大设计公司。我们90%以上的产品都是跟意大利设计公司合作，只有10%以内跟一些西班牙设计公司合作。

　　Banson: 80-90% of Element products are made in a partnership with Stylgraph. It's the second largest design company in the field of Italian ceramic tiles and wallpaper. 90% of our products are made with Italian design companies. Only 10% are made with Spanish design companies.

空间应用 | 元青花+缤纷见筑

　　老牛：很多人很乐意告诉消费者自己的产品是意大利设计的，但是却有点忌讳说是中国制造的，你们在跟客户聊的时候，肯定是要如实告诉他们，你觉得这种信心或者说消费者对你们的信任建立起来了没有？

　　Mr Liu: Many people are happy to tell consumers that their products are designed in Italy, but they are quite reluctant to tell that they are made in China actually. When you talk to customers, you must tell them truthfully. Do you think this confidence or consumers' trust in you has been established?

　　魏总：建立起来了，随着中国的发展，我认为中国有很强大的制造能力，也有很强大的工业设计能力，中国有很多很优质的产品，只是在营销方面还需要创新，怎么察觉、满足消费者的需求。我认为，告诉消费者实情跟我们的商业价值底线不冲突，不矛盾，反而我认为消费者更愿意你提供给他的东西是真实的，我非常认可这一点。

　　Banson: Sure, that confidence is there. As China grow stronger, we have more powerful manufacturing capabilities and industrial design level. China is able to make superior products, but it needs to innovate its marketing to see and meet the demands of consumer groups. In my opinion, telling the truth to consumers is not in conflict with the bottom line of our business value. I think consumers prefer that what you provide to them is true, which is what I fully agree with.

　　老牛：怎么理解这种真实？

　　Mr Liu: How would you explain such truth?

　　魏总：就是你卖给消费者的产品，消费者希望知道这个产品背后是什么样的一个本质，是中国生产就是中国生产，是广东生产就是广东生产，是意大利设计就是意大利设计，我们不能给消费者虚假的信息。而且我认为中国这几十年的发展，打造出全球第二大经济体，这不仅仅是数据，也是一个系统，是全中国人民这几十年整合全球资源对世界作出的贡献。中国制造其实能够在全世界代表一个很重要的价值，对于中国制造出来的东西，无论是质量，还是人文，我们都应该抱有自信，所以我们提出要做一个受人尊重的中国品牌，是有这样的情怀和初心的，也是跟新加坡合发利集团达成共识的。

　　Banson: Consumers expect to know all about the quality of the products you sell to them. What you need to do is just tell them the real information as it is, like it's made in China, or Guangdong, or designed in Italy.  Telling fake information is never a good idea. After decades of develpment, China has become the world's second largest economy. It's not only about data. It's also about a system that indicates the contribution of all Chinese people made to the world by integrating global resources in the past decades. Made in China brings significant values to the entire world. We should be confident about the quality of what China has made and the humanity behind. That's why we proposed that we needed to make Element a respected Chinese brand. It’s such passion and intention that drive the consensus between Element and Hafary Sgp.

产品通过设计完美融入空间

瓷砖必须扮演好“配角”

Make Product a Part of Space via Design

Ceramic Tiles as a Supporting Role

　　老牛：如果要用最好的意大利设计跟中国制造相结合的话，该如何把控从研发设计到制造的整个过程，你们有什么样的举措或经验？

　　Mr Liu: If you want to combine the best Italian design with made in China, how to control the whole process from R & D and design to manufacturing? What measures or experience do you have?

　　魏总：首先要清楚自己的品牌定位，我认为这是非常重要的。第二，在基于定位的前提下，我们尊重原创，然后去规划整个产品结构体系，我们会考虑做出来的产品卖给谁，这些产品应该在哪些空间应用，怎样让消费者觉得这些产品是超值的，同时我们自己的成本是最优的。通过这几个维度去规划我们的产品，特选供应商，思考我们的设计应该呈现在什么规格上面，用什么工艺把质感、纹理、层次效果呈现出来，通过设计的应用怎样打造出符合我们品牌定位，同时又让消费者满意的生活空间来，这是我们做产品从前到后所要思考的东西。

　　Banson: First of all, we should be clear about our brand positioning, which I think is very important. Second, based on positioning, we show our respect to originality and work on the entire product portfolio. We will consider who the products are sold to, what space these products should be used in, how to convince consumers that these products is cost effective and deserves their money. So the entire product development process includes: develop our products based on aforementioned aspects, select suppliers, think about what specifications our design should be presented, what process should be used to deliver the finish, texture and layering effects, and how to create a living space that conforms to our brand positioning and satisfies consumers via design.

空间应用 | 意大利砂岩

　　老牛：整个过程中你们有没有总结出一些经验或者有没有什么要求？

　　Mr Liu: Have you summed up any experience or requirements in the whole process?

　　魏总：我们有要求，首先是产品的设计理念，要尊重自然，比如我们思考什么颜色才能跟自然色，跟生活的舒适度、安全和健康连接在一起，什么样的纹理才能让人看到时感觉到舒适，应该做出什么样的质感，有什么样的功能价值对应等等。这些都是以舒适、健康、安全作为大前提的，我们坚持“以人为本”的观念，这是我们产品的整个设计理念。

　　Banson: We have requirements. The first is the product design concept. we must first of all respect nature. For example, we think about what color can be connected with natural color, with the comfort, safety and health of living; what texture can make people feel comfortable when they see it; what texture should be made; what functional value it provides, etc. These are based on comfort, health and safety. Upholding the people-centric principle is what we celebrate when design our products.

图 | TREND HUB·卫浴空间

　　第二个层面是空间理念，我认为现在的瓷砖只是空间中的一个辅料，一个配角，尽管很多人说它是主材。我们希望瓷砖能够跟空间中的其它材料互相呼应，并且应用留白的设计手法利用瓷砖连接空间中的各种材料，令空间产生最大的价值：安全、舒适、健康。

　　The second is about space concept. I think the current ceramic tile is only an auxiliary trim and a supporting role in the space, although many people say it is the material that dominates. We hope that the ceramic tile can echo with other materials in the space. By using blank-leaving art design and ceramics, we could connect all other materials and maximize the values of every space. Safety, comfort and health.

　　不管是产品设计理念，还是空间设计理念，我们最终还是要回归到“以人文本”上。

　　Both the product/space design will eventually go back to people-centered principle.

空间应用 | 清水石

　　老牛：你讲到，今天的瓷砖只是一个为空间的整体和谐服务的配角，你认为这种趋势给瓷砖行业带来了什么变化？

　　Mr Liu: You said ceramic tile today is just a supporting role for the overall space coordination. What changes do you think this trend has brought to the ceramic tile industry?

　　魏总：之前，我们做瓷砖只着眼于瓷砖本身，但是现在，商业需求已经变化了，消费者变化了、生活方式变化了、获得商业价值的渠道也变化了。

　　Banson: Earlier, we just center on ceramic tile itself. But right now, changes have taken place in commercial demands, consumers, lifestyle and channels for business values.

　　瓷砖经历了从无到有、从有到优、从优到美的过程，它代表的是一种生活方式，一个阶层的格调选择。现在消费者希望获得更好的空间价值，而不是仅仅看瓷砖。而且从获得商业价值的渠道来看，现在之所以出现抖音、小红书等等这么多新的推广模式，是因为消费者所有的采购选择已经离不开搜索、评论和分享，通过比对，消费者才会作出购买行为。

　　Ceramic tile is in a three-pronged transition, namely from production to superiority and aesthetics. It indicates a form of living and a choice of style for a certain social class. Now consumers want to bring out the best out of space value, not just its aesthetics. From the perspective of channels for business value acquisition,  the rise of so many advertising like TikTok and Xiaohongshu at current time is driven by consumers' purchasing activity which heavily relies on search, comment and sharing.  It's by comparison that decides their purchase behavior.

　　基于这个基础，现在做瓷砖一定要做出一个很好的空间，让消费者认可你，接受你，消费者才会给你传播，特别是瓷砖这种材料，它的关注度很低，如何让消费者传播？不作出一个消费者感到舒服的空间出来，谁会帮你传播呢？

　　In the same way, you have to create a beautiful ceramic space to win the recognition and acceptance from consumers. In that way can they help advertise your products. Ceramic tile is a low-laying material with little attention. So how to promote such products via consumers? The answer must be to create a ceramic space that brings comfort to our consumers.

空间应用 | 亚马逊+经典洞石

　　老牛：你刚刚说的是要用空间去影响消费者，那么具体你们终端是怎么做的？

　　Mr Liu: What you just said means that we should use space to affect consumers' behavior. So what exactly do your outlets do?

　　魏总：比如我们在总部基地的新展厅，它的名字叫做“TREND HUB”，从英文的词义上解释，叫做“趋势中心”，说的直白一点，叫“潮窝”。我们展厅的布局和设计跟我们提出的“设计驱动型品牌”的核心是相呼应的，核心在哪里？核心在体验，空间的体验，生活方式的体验等等。我们在这里融入了很多实景的应用，特别二楼E-HOUSE，在那里，我们针对精英阶层消费者做了实景280平方米的顶级公寓，在那里，我们的瓷砖跟其他材料的搭配相互映衬，协调且前卫。

　　Banson: Our new showroom--Trend Hub in the headquarters base could be used as an example. Literally it means the center of trends, or put it bluntly, a Trendy Home. Our showroom design and layout is in line with BDD we proposed. So what's it all about? It's all about experience of space ambience and living style. In Trend Hub, many real-life applications have been included. Especially in E-House at the second floor, we design a 280m² realistic luxury apartment for elite customers. Our ceramic tiles get the best out of other mixed materials to create a coordinated and avant-garde space.

图 | TREND HUB·E-HOUSE空间

　　老牛：如果一片砖要成为一个成功的配角，融入到现代空间里面，它本身的审美，比如纹理、色彩等等方面跟过去相比会有什么变化？

　　Mr Liu: When a single piece of ceramic tile becomes a supporting part of a modern space successfully, what will be the change in its own aesthetics, such as texture, color and so on?

　　魏总：我们一直追求把自然界里让大家觉得舒服的、美观的东西通过设计的手法和工艺技术设备呈现在瓷砖材料上面。比如在颜色方面，目前的流行色，主要是低饱和度的颜色，这个是大前提，因为高饱和度的颜色会让人觉得不是很舒服，对眼睛和心理会有一定的负面影响，特别是在家居空间里面。我相信大部分的家居空间也好，商业空间也好，大家会更追求舒适安静，而不是躁动。

　　Banson: We've been seeking to recreate the most cozy and beautiful things in our natural world onto ceramic surface using design and processing techniques. In terms of color pallette, low-saturation colors are still the mainstream, since a high saturation will lead to anxiety and cause harm to the eyes and mental health of dwellers especially those home dwellers. I believe comfort and peace rather than restlessness would be the choice for most residential and commercial areas.

图 | TREND HUB·啡尝空间

　　老牛：第三空间。

　　Mr Liu: The third place.

　　魏总：对，第二个是纹理，纹理相对来说是比较柔和中性的，不是说不需要一些凸显的纹理，凸显的纹理是融入性的，而不是整片整片的。第三个是质感，质感有视觉上面的，有触感上面的手感，有脚感上面的防滑等等各方面，这些都是以人为本去考虑如何做到安全、舒适、健康。除了从这几个维度去选择产品和设计之外，也要考虑如何跟其他材料搭配，比如触感，瓷砖是比较冷的，木材相对是比较温和，瓷砖是比较硬的，而木饰面墙纸、涂料是比较软的，还有灯光，现在有很多不同的灯光，灯光的色温以及不同灯光呈现出来的空间光影效果都是不同的。

　　Banson: Exactly. The second is about vein. Vein is something relatively softened and neutral. But that does not mean prominent vein are not needed. They should be an integrated part of the product design, rather than dominating the entire surface. The third is about texture. Texture includes visual perception, hand touch, foot tactility like anti-slip performance. All these are for the purpose of creating a secure, comfortable and healthy people-centered living place. Apart from selecting products and work on designs based  on these factors, we also need to consider how to match with other materials. For instance, ceramic tile is cold and tough in tactility while wood, wood-based wallpaper and coating are relatively softened. Lights of different color temperature will deliver various special lighting effects in space.

爱力蒙特“潮窝”新总部

诠释“1+1＞2”商业模式

Element New headquarters Trend Hub

“1+1 > 2” Business Model

图 | TREND HUB

　　老牛：你们新的总部已经做得差不多了，你会怎样向设计师和经销商介绍新的总部？

　　Mr Liu: You're almost done with the new headquarters. How would you pitch the new headquarters at designers and distributors?

　　魏总：我们做爱力蒙特的“潮窝”，是为了配合设计驱动型品牌的战略目标。我在大门处，没有把爱力蒙特的品牌名打出来。因为“TREND HUB”是一个趋势中心，它是一个开放式平台，这个平台是给尊重原创设计的合作伙伴，比如我们的客户，比如媒体、设计公司、设计机构的设计师等等，是为他们服务的。

　　Banson: We create Trend Hub to support our BDD strategic plan. We didn't directly show out our brand name of Element at the entrance. Trend Hub is a center of trends--an open platform for serving our partners, including customers, designers from media, design companies and design studios who celebrates creativity and original designs.

　　老牛：如果用几句话来向想跟你合作的经销商介绍你们的商业模式，你会怎么讲？

　　Mr Liu: How would you describe your business model in a few sentences to a distributors who want to work with you?

　　魏总：现阶段我们采用的是一个“1+1＞2”的商业模式。其中，第一个“1”是品牌的核心，代表“瓷砖元素”，第二个“1”则是指未来要发展的“新材料元素”。我们即将正式开业的新总部就重点呈现了爱力蒙特的商业模式，里面规划设计有完整的体验空间。通过空间元素的多维组合，打造出完美、舒适、健康的理想生活空间与商业空间，为客户创造更多的商业价值。

　　Banson: Currently we are adopting a business model of 1+1 ＞ 2. The first 1 refers to the core of a brand, namely elements of ceramic tile. The second 1 means new materials we focus on in days ahead. Our new headquarters, which includes a complete experience areas and is ready for open, is just an embodiment of Element business model. By assembling space elements in a multidimensional manner, we are committed to building an ideal, cozy and healthy residential/commercial place in the furtherance of maximizing the business values for customers.

　　老牛：这种商业模式现在终端落地情况怎么样？

　　Mr Liu: Does such business model work in outlets?

　　魏总：在终端也有我们合作的客户已经切入做这一块，我们有很多客户在辅料这一块做的很优秀，只是在新材料这一块他们接触比较少。

　　Banson: Some customers we cooperate with at our outlets have worked on this model. Many of them have done very well in terms of accessories. But new materials are still absent from they business operation.

　　老牛：要依赖你们输出。

　　Mr Liu: So your company provides the new materials for them.

　　魏总：通过我们自己的平台把一些优质的新材料资源进行整合，然后赋能给客户，让我们的客户在未来的发展上面有更大的商业价值。

　　Banson: Yes, we integrate high-quality material and resources via our own platform to empower our customers and allow them to increase their business values in next development stage.

空间应用 | 勃艮第

爱力蒙特的“定位正确”

对未来稳步发展持“四个观点”

Element's Proper Positioning

Four concepts to power its robust progress

　　老牛：你对爱力蒙特过去的定位以及现在的发展速度怎么看，你认为你们现在处在什么阶段？

　　Mr Liu: What's your take on the previous positioning and the current expansion? Which development stage do you think you are in now?

　　魏总：我很庆幸我们的布局走对了，第一个走对了的是确立了爱力蒙特在市场上的定位。我们有50%的客户是做意大利进口砖的，但他们选择了和爱力蒙特合作，建立专卖店，这也说明了他们认可爱力蒙特的定位——媲美意大利高端进口瓷砖的中国品牌。

　　Banson: We’re glad that we have made appropriate deployment. The first proper step is to determine the market positioning of Element. 50% of our clients engage in imported Italian ceramic tiles. They have chosen to work with Element and establish exclusive outlets, which indicates they have recognized our brand positioning—a Chinese brand comparable to high-end imported tiles from Italy.

　　第二个通过这几年的合作，我们也让我们的客户更加了解了爱力蒙特，让他们熟悉爱力蒙特的定位、产品结构、品牌文化和商业模式。我们也在陶瓷总部建立了“潮窝”，这更明确了我们未来的方向，同时也让我们的客户对未来更有信心。我们一连串的动作，我认为它符合了一个品牌的发展，这个品牌的发展就像一个人的一生中不同阶段的发展。

　　And years of partnership allow our clients to know more about Element. They have a bigger picture of Element's positioning, product portfolio, and brand culture as well as business model. Our new showroom Trend Hub situated in CCIH has identified a clearer direction for our future development and boosted our customers confidence about the future ahead of them. Our moves and strategies conform to the roadmap of brand. The growth of a brand is similar to that of human—they both have different stages to go.

图 | TREND HUB·星辰大海

　　老牛：这个阶段是什么阶段？

　　Mr Liu: What do you mean by saying "different stages to go"?

　　魏总：这个阶段我们认为爱力蒙特有读小学的能力了，他有自己的思想和性格，所以我们提出设计驱动型品牌这个终极目标。

　　Banson: At current stage, Element is still in its initial development and it’s well-prepared to move to another level. It has its own thinking ability and characters, which is the premises of our proposition to develop Element into a brand driven by design (BDD).

　　老牛：在今年整个行业生存大环境下，陶瓷企业被明显地挤压，那么像爱力蒙特这种做细分中高端市场的企业，你认为未来的前景怎么样？

　　Mr Liu: This year, survival is a priority for many industries. In such circumstance, ceramic companies suffer obviously. So what do your think about the outlook of Element which navigates itself into the medium to high-end market during segmentation?

　　魏总：我认为行业的变化是必然的，但其大趋势还是向好的。不破不立，我们基于自身品牌的定位和发展提出四个观点：

　　Banson: The industry as a whole remains uncertain indeed. But it will move towards a better result anyway. No breakthrough, no progression. We put forward four ethics based on the positioning and development of our own brand:

　　第一个是谨慎乐观，我们一直是顺势而为，无论市场发生什么变化，我们都抱着谨慎乐观的态度，这种态度才能决定你的出路。

　　The first is cautious optimism. We keep following the general trend. The changes in market conditions will never interrupt our prudent and optimistic mentality. Such mindset helps you find a way out.

　　第二个是稳步前行，爱力蒙特所做的一系列动作，我们前面的三年多四年是打基础，现在我认为我们有能力跨出来去读小学了，所以我们做了一连串动作，比如对“潮窝”的投入和进驻中国陶瓷城。

　　The second is robust progress. All actions we have taken over the past 3 or 4 years are the springboard for our step-forward at this stage. Therefore, we launched new strategies, like investment in Trend Hub and our entry into Chian Ceramic City.

　　第三个是合适投入，所谓合适投入就是我们必须要适度投入，而不是不投入。

　　The third is appropriate investment, which means we have to invest moderately, instead of nothing at all.

　　第四个是精细管理，也可以说是精细运营，我认为未来做瓷砖、做材料一定是离不开精细化运营。

　　The fourth is delicacy management, or delicacy operation. It's integral to ceramic material business.

　　老牛：体现哪些方面？

　　Mr Liu: In what aspects?

　　魏总：体现在我们公司的流程建设上面，毕竟我们还是上市公司背景，公司的运营非常严谨，比如我们的数据对我们的股东是公开的，在供应商的选择上面，我们引入几家顾问公司去推动品牌的发展，比如跟HGH何国辉设计正在做的品牌升级，品牌升级之后，改变的不只是形象，还有品牌背后的管理逻辑，同时，推动到一线的商业运作上去。再有的是整个国际的供应链布局，也是我们明年或者说未来非常重要的一块。我们是国际、国内两条腿走路，这样才能让爱力蒙特均衡发展。

　　Banson: For instance, in the building of our operation process. We are associated with listed company and has a rigorous operating system. Our data can be accessed by our shareholders. As for the selection of suppliers, we have worked with an array of consulting agencies to fuel our brand, including the brand upgrade we are working on with HGH. When brand elevation is completed, both its image and managerial logics will be renewed and pushed onto front-line business running. And global supply chain will also be a strategically important link for us in years to come. We attach equal resources to both global and domestic market to coordinate our development.

　　老牛：明白。今天魏总向我们比较详细也非常专业地介绍了爱力蒙特的情况，相信我们的读者在阅读了这次采访的文章后一定会大有收获，今天的采访就到这里结束，感谢魏总。

　　Mr Liu: I see. Well, Banson, thanks for your detailed and professional introduction on Element. I believe the article compiled after the interview will provide a deeper insight for our audiences. That's all our interview today. Banson, it's nice to have you here again.