是时候去行动了！

In today’s newspaper you will find published the summary of the CERSAIE 2014-2015 International Trends. This is a short version of the presentation that was done by me at the CCIH on October 10.

Woods, Hexagon Shape, Metallic Style, The new Cement-Cotto proposals, The CementineDecos, etc were the most popular products seen at the show.

在今天的报纸上你看到博洛尼亚2014-2015国际趋势的总结报告。这是我10月10日在中国陶瓷总部基地所做的报告的简短版本。木纹、六边形、金属风、新的水泥-cotto风格、水泥风花片等等，这些是在展会上最流行的产品。

Now, that you have this great summary and information, what are you going to do next?

现在，你有了这份很棒的总结和信息。接下来你要怎么做呢？

Put a plan in action? Sit relax and wait to see what happens next? Let the other companies do their things and see if these trend work or not?

马上制定行动计划？坐下来观望接着发生什么？让其它公司先动起来，再看看这个潮流是否奏效？

One thing is for certain: It is not as easy as it looks!

有一件事情是肯定的：这绝对不像看上去那么简单！

There are a lot of things that you need to decide and plan before you produce any of the 10 things that are mentioned in the summary, starting by deciding what goes well with your brand style and your production capabilities.

在总结提到的10点里，要想选其中几项进行生产，还有很多事情需要事先决定和计划。从决定哪些适合你的品牌定位和生产能力开始。

Maybe you are more of a polished technical product style company so it just does not make sense for you to produce Metallic non polished products.

也许你的公司擅长亮光类产品，那这样的话，研发金属类的非亮面产品就没意义了。

Or maybe you just can’t press the hexagon shape and even less decorate it digitally.

又或许你无法直压6边形的产品，甚至你无法用喷墨技术去装饰砖面。

Maybe the new and improved inks and raw materials to produce metallic looking tiles are not yet available in China.

也许那些用来生产金属类瓷砖的新的墨水和原材料现在中国还找不到。

The new designs may not even be available at design firms in China and you need to make a trip to Italy.

And even if you buy the design in Italy or get it here in China many other things still need to get done like selecting the right sizes to produce, the correct structure of the punches or mold, the right finish and texture and use the raw materials to give the finished product the best looks.

也许那些新的设计在中国的设计公司找不到，你需要去意大利。然后就算你在意大利买到合适的设计并带回中国，仍然有很多其它的事情需要做，比如说选择规格，选择合适的模具和表面处理，使用合适的原材料去赋予最终成品最好的外观。

It just takes time, work, effort, testing, dedication but……….it needs to get done!

这些都需要时间、工作、精力、测试和投入……最需要的是落实。

Most companies because of the complications mentioned above just sit and wait and let the very few other go through the ordeal, problems, obstacles and once the process of producing and selling these styles are completely dominated, proved and tested then they act and for sure this way it is a lot easier.

That is the reason why you do not see any of the things you see in CERSAIE until maybe a year later in some cases maybe just maybe only 6 months later and then all other copy cats after that.

因为上述的复杂性，很多公司只是坐着等，让少数的公司先去克服这些困难、问题和阻碍。当生产和销售这些类型的产品的困难被克服，当产品通过了市场被证明的时候他们再开始行动，这当然容易多了。这也是为什么可能你要在一年后或者有时候半年后才看到博洛尼亚展上的产品类型，然后其余的抄袭者便紧跟其后。

So how would you call the companies (Extremely Few) that produce right after the show a month or two later or even before CERSAIE these products?Crazy manufacturers? Risk Takers? Future or Fortune Tellers? These just the real leaders and innovators of our industry!

你要怎么称呼那些（非常少的）在展会一两个月之后甚至提前于博洛尼亚展之前就生产这些产品的公司呢？疯狂的生产者？冒险家？先知者？他们是我们行业真正的领导者和创新者！

Those companies are willing to take the risk to introduce new products, new alternatives, sizes, colors and looks, new product application proposals, fresh new ideas.

那些公司愿意冒险去引进新的产品，新的选择、规格、颜色及外观，新的产品应用方案以及新的理念。

And while they definitely have the probability to fail, they are willing to do so in order to be successful and be recognized as the top manufacturers, the ones that set the trends and lead the way.

当然他们也有可能会失败，但是他们还是愿意这样做，为了成功，为了作为顶级制造商，潮流的制定者和领导者而被认可。

Remember that a key factor to be successful is to know where the market is going and get there first!

记住要成功的一个关键因素是知道市场在往哪走，并且抢先一步到达那里。

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