你要生产一些或全部的趋势产品才行吗?
I have been asked the question so many times that I forgot already how often people ask me about the trends report and getting the full report of the trends.
人们常常问我关于趋势报告的内容,以及想拿到一份完整的趋势报告,我记不起被问了多少次这些问题了。
I perfectly know how important it is to be aware of the international trends and have first and information about them the way we presented these report on October 10.
我完全明白了解国际趋势并第一时间掌握它们的重要性。这些趋势就是我们10月10日在趋势发布会上分享的内容。
What people do not quite yet understand is the fact that these trends have to be interpreted and adapted to each and every single company in a way that is useful to them.
人们还没有很好理解的是,这些趋势需要进行解读,并且根据每个公司的实际情况去运用。
Every company has its own identity, style and product line that is different from the other(s), even tough
Sometimes or better said many times it seems that many companies produce the same style of products predominating full polished marbles (And the same style marbles) or crystal polished marbles or granites with the same styles or wall tiles that are pretty similar.
每个公司都有自己的定位、风格以及产品线。虽然有些时候,又或者大部分时候我们说好像所有公司都在生产风格相近的产品,主导市场的全抛大理石产品(并且是相同的大理石品种)、微晶石或相近的花岗石,以及一些非常相似的内墙砖。
So the question is: With this trends report that you have seen and took notes of you may be asking yourself, should we produce metallic tiles, hexagon tiles, cementine decos, drama marbles and stones to be ok? Is this going to help me sell more? Would this help my company to be more noticeable? More Fashion, more international?
那么问题来了:你已经知晓这份趋势报告的内容并做足功课,那么应该生产金属釉产品?六边形产品?水泥风格花片?繁纹大理石还是石材类产品?这些产品会提升我的销量吗?它们会让我的公司更受关注吗?更时尚、更国际化吗?
As weird as it sounds the answer is yes and no!
奇怪了,答案好像只有“是和不是”!
You can still be fine if you do not produce any of the styles mentioned above because they just do not go with the image or style of your company and you should not change completely your product offering from one style to another just to be in line with the trends.
你可以不生产以上所提及的任何一类趋势产品,这完全没有问题。因为这些趋势和你公司的风格、形象并不匹配,不应该颠覆你的产品品类去迎合这些趋势。
What I mean to be more specific about the interpretation of the trends is that you have to take this report, this information and decide along with your team company members what of the trends complement your product collection and add or improve to make it more complete and more in line with the international trends.
更具体的说,我指的对趋势的解读是,你必须根据趋势报告,与公司的团队一起决定哪些趋势能完善你的产品线,需要增加和提升到产品系列里面,让它们更加完善,更加符合国际潮流。
You may pick only a metallic look and produce it and that may be enough, you simply do not need to produce all these styles.
或者你只需要选择生产金属釉产品就足够了,并不需要生产所有的风格。
The Hexagon shape is another dilemma. Is it really going to be popular? Should I find a way to produce it? Should I just cut it with water jet and add it to my product collection? How long is it going to be popular? Is it only a fashion trend that will go away in just a few months and I shouldn’t worry about it?
六边形的产品是另一个进退两难的境地。它真的会流行吗?我需要找到方法生产吗?我是不是只需要水刀切割然后加入我产品系列就可以?它会流行多久?它只是一个数月后就消失的时尚潮流,我用不着操心?
Honestly……..Nobody knows all the answers and I can only tell you that if everyone showed it at the CERSAIE fair in Bologna then it means that it a Trend but that is just about it the other questions are difficult to predict. I can only tell you that the Italians found a way to produce Hexagon automatically (No cutting) and obviously at less expensive way and not only that also they digitally decorate it perfectly with all lines, graphics matching and that is quite remarkable. They always find ways to produce things that are going to be very difficult for other companies from other countries to produce.
老实说,没有人知道答案。我只可以说,如果每个人都在博洛尼亚陶瓷展展出这些产品,则意味着它是趋势,但其他的问题就很难预测了。我能告诉你,意大利人掌握了能自动化生产六边形产品的方法(非切割),并且显然不是昂贵的方法。同时,他们的生产线还能够完美地进行数码喷墨装饰,图形匹配,这相当了不起。他们总能有办法,使别的国家其他公司很难模仿。
That means the following: You like it, you want it, then you have to buy it from us (ITALY) or you will be forced to cut it in your country at probably a much higher cost.
这就意味着:你喜欢,你想要,就必须从我们(意大利)这里购买,否则你只能在你的国家,不得不努力切割,成本或更高。
The question here again: Then should I start cutting Hexagons now in China? Is up to you and your product style if you decide to cut it or not. You would be fine if you do it but as well if you don’t.
The bottom line is that you have to pick from this report whatever you things fit better your company and produce them to complement your product collection.
问题接踵而来:我应该开始在中国切割六边形吗?这取决于你和你的产品风格而定。你做与不做也没有什么太大的问题。关键是,你必须根据趋势报告,选择适合你公司的风格去生产,从而完善你的产品系列。
I am also sure that you have to produce some of these styles if you do not want to stay behind or get stuck with the masses. I can assure you that sooner or later (And maybe is going to be later) you will produce some of these styles in the future if you decide not to produce them today.
我相信,如果你不想滞后或者在众多产品中被淹没,你必须生产一些趋势风格。我可以保证,就算今天你决定选“不”生产,迟早你也将选“是”。
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