From September 28th to September 30th, People’s Daily Cultural and Creative Group jointly created an immersive national trend with representatives of outstanding domestic brands such as Dajiulu Ceramics, Shangpin Home Delivery, Gujia Home Furnishing, Fadio, and Shuxiangmendi. Home Show - Chinese homes made a stunning appearance at Chongqing's Jiefangbei. At the exhibition site, the editor had the honor to interview Nan Shunzhi, chairman of Dajiulu Ceramics, and invited him to share his insights on creating a beautiful "Chinese home" and the highlights of the company's exhibition.
▲Nan Shunzhi, Chairman of Dajiulu Ceramics
[Media Reporter] What do you understand by “Chinese home”? What factors are needed to build a beautiful Chinese home?
[Nanshunzhi]As we all know, the Chinese are the most home-loving nation in the world, and they are also the most patriotic. As a Chinese, I am very proud. I believe that "Chinese home" is not just a simple spatial display, it connects everyone and every object in the home. It has warmth and emotion.
Building a beautiful Chinese home needs to be composed of two parts, one is practical value and the other is aesthetic value. Practical value means that the space must be able to fulfill the tasks of a home, such as being a safe and long-lasting living space. Aesthetic value means that the space should provide a comfortable living environment.
[Media Reporter] As a participating brand in the Chinese Home pop-up exhibition, what are your views and expectations for the exhibition? What are the highlights of the products exhibited by Big Horn Deer?
[Nam Soon Chi]I hope the exhibition can demonstrate the confidence of Chinese brands. Especially in the past 10 years, Chinese brands have surpassed European and American brands in many aspects. For example, our Big Horn Deer's super wear-resistant technology is our own creation and the world's leading. No brand can surpass us for at least 5 years.
This exhibition once again proved to the Chinese people that if Chinese people can do it, then Chinese brands can do it. Gone are the days when Chinese brands were suppressed. Chinese brands will eventually change the world’s business competition landscape.
The products that our Big Horn Deer exhibits at this exhibition have two points.
The first is the aesthetics of the product. As early as a few years ago,We realized that marble tile products must have a seamless pattern and be very unique. To this end, I led my team to search for natural precious stones around the world, brought them back to China, and designed them through top Italian designers.
This work has achieved good results. Consumers like the tile texture of the big-horned deer very much. They believe that the pattern of the big-horned deer is not only realistic, but also very unique.
The second is our super wear-resistant technology. We found that there is a drawback in the use of ceramic tiles. After 1 to 2 years of use, the pattern on the surface of the ceramic tiles becomes worn, and a lot of sewage seeps in along the gaps. The surface of the ceramic tiles becomes darker and darker, and the decoration effect is greatly reduced.
The reason behind this is that the glaze on the surface of the tiles is damaged. For a long time, no company has been able to solve this problem. In 2018, we teamed up with the world's number one glaze company and spent one year developing "super wear-resistant diamond glaze". This glaze increased the wear resistance of the ceramic tile surface by four times. The "super wear-resistant diamond glaze" material has been tested by hundreds of thousands of consumers, and they were all shocked.
Based on the above two innovations, our company, Dajiulu, has bucked the trend this year and is growing at a very rapid rate. Judging from the existing data, Bighorn Deer should be the fastest growing ceramic tile brand in the world.
[Media Reporter] As a national fashion brand, what plans does Big Horn Deer have in terms of products and brands?
[Nam Soon Chi]Not only is it a national fashion brand, in fact, our Big Horn Deer has also been successfully selected as a "new domestic product" brand.
In terms of products, we strive to innovate and never stop innovating. In July this year, we launched the world's leading "close joint paving" technology during the China Construction Expo. We also call it "paper paving" internally, which means that there is only one gap between each tile. With the thickness of a sheet of paper, the paving effect is very beautiful.
In addition, we released our first rock slab. Our rock slabs also use "super wear-resistant diamond glaze", which makes the surface very wear-resistant.
In terms of branding, Big Horn Deer has always adhered to the construction of a global brand. We have applied for brand trademarks and patented technologies in more than 100 countries around the world, and our products have been sold in 68 countries around the world. In 2019, we, Dajiulu, became the only Chinese marble tile brand invited to the "Tokyo Ceramics Exhibition".
China’s mobile phone market has given birth to a large number of global brands. I believe that Chinese ceramic tile brands can do the same.
[Media Reporter] What do you think of the current domestic product environment in the home furnishing industry? What are consumers’ attitudes and preferences towards domestic products?
[Nan Shunzhi]This is the happiest moment for domestic home furnishing products, but it is also the most difficult moment. In fact, this is not a contradiction.
Why is it said to be the happiest moment? The rise of domestic products is an irresistible trend. The rise of domestic products has brought opportunities to Chinese independent brands like us. Consumers no longer blindly pursue foreign brands, but make more rational choices. Once consumers make a serious choice, our advantages will be obvious. When it comes to products, they can't beat us; when it comes to technology, we are far ahead.
If there is no innovation in products, then the company will be in bad shape and it will be difficult to survive. This year is an extraordinary year. So far, many ceramic companies have not started operations, or they have closed down. If a company is very conservative and its thinking is still at the previous stage, it will definitely not be able to cope with today's competition. Today's competition requires continuous innovation.
Currently, more and more consumers support domestic products. Huawei, Li Ning, Gree, and of course our own Big Horn Deer are supported by more and more young people. Especially the new generation of consumers no longer worship foreigners, but choose to support Chinese brands.
[Media Reporter] What is Bighorn Deer’s new domestic product strategy? What suggestions do you have for the development of domestic brands?
[Nan Shunzhi] Let me answer your second brand development question first: What suggestions do you have for domestic brands?
The first is innovation, and continuous innovation. Don’t sell last-generation products to today’s consumers. In fact, it is difficult to achieve this. Many companies have not yet changed their thinking. They still adopt the previous era's strategy, have no innovative products, and rely on advertising to maintain their brands. This won't last long.
The second is to focus on the new generation of young people and design products specifically for them. The products that the new generation of young people like are different from those of the previous generation. We like products that are trendy, fashionable in appearance, and practical. This "National Trend" brand exhibition makes Big Horn Deer younger, more fashionable and more popular among young people.
The last step is to persist in developing globally. The global market is the stage for Chinese brands to show their ambitions, and Chinese brands must stand the test of global consumers. Entrepreneurs must be sentimental and add luster to Chinese brands.
About the future plans of Bighorn Deer. I think it is still innovative, and we should continue to innovate in patterns and wear resistance.
[Media Reporter] OK, thank you for accepting our interview.
(This article is provided by the enterprise)
