Text/Lin Zepeng
In the 30 years of development of China's ceramic industry, the printing technology of ceramic tiles has been constantly updated and iterated, from the initial flat screen printing to roller printing and now 3D inkjet printing. The textures have also gone from being the same in the beginning to being different now.
Consumers choose ceramic tiles from the initial quality of this brick to whether I like this brick now. The selection criteria have been upgraded from the physical properties of ceramic tiles to spiritual aesthetics. When consumers choose a brick, they choose more for its design and texture. This requires our shopping guides to master the interpretation of ceramic tile texture and be able to skillfully introduce it to customers in order to truly sell the value of each brick. Today, we will explain the following main ceramic tile textures and sales techniques, so that you can easily sign a large order.
1
Crack
Interpretation: Crack refers to a tear-like texture, like the stone pattern carved by nature's uncanny craftsmanship, with ever-changing changes , unpredictable, directional and dynamic.
Features: The cracks are like natural torn stone patterns, full of tension, and the personality depends on the thickness, density, direction and color of the texture. Depending on it, it may be delicate, elegant, wild, or elegant. It can highlight the dynamics of the space and also visually extend the space.
Words: Especially suitable for larger spaces, highlighting the flexibility of the space, and suitable for creating a modern and fashionable style. The cracks are sometimes like mountains, sometimes like streams, with mountains (the stone is generally called the backer) and water (the texture is like the veins of rivers and dragons), which can bring blessings and wealth to the residents.
2
Straight grain
Definition: Straight grain means that the texture is distributed in a straight or nearly straight shape, either vertically or horizontally, with A clear sense of direction that conjures images such as waterfalls. Just like what Li Bai wrote in his poem, "Flying down three thousand feet, it seems that the Milky Way is falling from the sky." Visually, it will make people imagine that it transcends spatial distance.
Features: The texture direction is straight line extension and orderly arrangement. It looks rigorous and restrained, and can extend the space. Tension makes the space look more open. Straight lines are the iconic element of modern style, and they are suitable for creating a modern and fashionable sense of space.
Words: Especially suitable for small spaces, suitable for creating a sense of modernity and fashion. The connotation carries the wish of "smooth wind and smooth water, and wealth if there is water".
3
Row pattern
Interpretation:Row pattern means that the ceramic tile texture is distributed in a flowing shape, such as water flow, which is directional and dynamic, and can make people think To the rapids of mountain streams, rivers, and seas. As Du Fu's poem says, "The endless falling trees rustle under the trees, and the endless Yangtze River rolls in." It can also visually give people the feeling of expanded space.
Features: The flow pattern is like a rushing river, full of movement and strong visual impact. The texture flows in one direction, flowing and elegant, and can extend the space.
Words:In spaceLarge-area paving can create a sense of space that is unrestrained and full of tension, like flowing water. China pays attention to Qi. When Qi gathers, wealth gathers, and when Qi meets water, it stops. It describes the rolling in of wealth, which is useful for the owner to gather wealth.
4
Trouble pattern
Interpretation: Tuan pattern refers to textures with many layers and rich images, which resemble blooming peonies and soft auspicious clouds. .
Features:The soft textures seem to be intertwined regularly, giving people a sense of tranquility and comfort, suitable for creating an elegant, Refreshing sense of space.
Talk:Large-area paving makes the home space look calm and elegant, very comfortable and relaxing, and at the same time, flowers bloom, wealth and auspicious clouds It also means good luck and good fortune, which can provide double blessing to the owner's family and career.
5
Case Sharing
The current pain point of terminal stores is that in addition to the difficulty in acquiring customers, the difficulty in increasing unit value is also a headache for many dealer owners. There is no shortage of high-value products in stores, but the price is what deters customers.
When Mr. Lin was doing market research at the terminal, he visited a certain background wall brand store. When the shopping guide introduced a very expensive background wall, the first part was the same as that of other store shopping guides. The materials were imported, the design was original, and the physical properties were Although I feel good about the conventional selling points such as outstanding advantages, I still feel that it is not worth the price. At this time, the shopping guide suddenly asked me what my zodiac sign was? I was a little puzzled. The shopping guide smiled and started to introduce again. Their brand is the only background wall brand in the industry with a Feng Shui patent. The current background wall is a new product with 12 zodiac signs. According to the customer's zodiac sign, they need to recommend products that match the zodiac sign. , installed at home, it can play a role in gathering fortune and wealth for customers, seeking good luck and avoiding bad luck. It also displays the Feng Shui patent certificate applied for by the brand.
Wow! It gave people a refreshing feeling, and Teacher Lin instantly felt convinced: the Chinese people’s five thousand years ofHistory is inseparable from the word "Feng Shui". The older people get, the more they believe in Feng Shui. The added value of Feng Shui's meaning and zodiac customization make the products great value for money, and the focus has successfully shifted from price to value.
The "Book of Changes" talks about one Qi, two fates, three Feng Shui, four accumulation of Yin virtues and five readings, ways to change fortune. Feng Shui ranks in the top three. When people buy a house, they must buy a house facing north and south. This shows the impact of Feng Shui on customers' purchases of products. Very big.
Based on the above research experience, Teacher Lin collected and sorted out the main textures of ceramic tiles, interpreted them in Feng Shui, and applied them to the sales of ceramic tiles. After training the store with monthly sales of 600,000 yuan in ceramic tile texture interpretation, the store shopping guides used this method. After becoming proficient, they were able to sell a background wall of high-value products or even large-area paving in two or three orders. With the volume unchanged, monthly sales have steadily increased to about 800,000 yuan.
It can be seen that high-value products are not difficult to sell. The key lies in whether the value creation is in place. When ceramic tile products are sold at the terminal, they only focus on the selling points of the product itself, and ignore the added value of digging into the texture. Just like a piece of brick, which can only be sold for 60 yuan, it is made into a waterjet parquet shape. Later, one square meter could be sold for nearly 600 yuan. In addition to being ornamental, the main value lies in the meaning brought by the mosaic. The same goes for texture interpretation. Therefore, if the tile texture is well interpreted, single value improvement cannot be achieved.
Author: Lin Zepeng
