China Ceramics Network News Bathroom cabinets were introduced into China as an imported product in the 1990s. As a high-end luxury product, the number of people who can use it is very limited. With the rapid development of the material economy, people's quality of life continues to improve, and bathroom cabinets are gradually popularized by mass consumption, ushering in a moment of market explosion. Aloni is a brand born in that era.
Founded in 2007,Aloni has always adhered to the high-end market concept of original design and private customization, with a rich product system and unique and novel styles. After more than ten years of development, Aloni has grown into a leading brand in the bathroom cabinet industry.
With market trends such as younger consumer groups, consumption upgrades, and personalized needs, what strategies does Aloni have to respond in 2019? What new breakthroughs will there be in the product system? Sina Home interviewed Lei Shaolin, Marketing Director of Aloni. The following is the transcript of the interview:
Lei Shaolin, Marketing Director of Aloni Bathroom Cabinets
Sina Home Furnishing: Could you briefly introduce to us the development history of the brand?
Lei Shaolin:Aloni bathroom cabinet was established in 2007. It has gone through twelve years now. The development of the brand and The combination of product styles is relatively close. At the beginning of our establishment, in response to market demand, we focused on antique bathroom cabinets. At present, it has a marketing center of more than 1,000 square meters in the central circle of Foshan, a large-scale modern production base of more than 40,000 square meters in Jiangmen, and more than 300 dealers.
2010In 2016, Aloni's first red oak antique bathroom cabinet was exhibited in Shanghai, causing a sensation in the industry. Throughout the period from 2010 to 2015, Aloni experienced explosive growth. In 2015, we made a new upgrade to the brand and started the road to brand strategy. In terms of product research and development, we have increased our efforts this year and launched 11 series + rock slab series products.
Sina Home Furnishing: Can you give us a detailed explanation of the new series of products launched in 2019?
Lei Shaolin:The 11 major series + rock slab series we launched this year are mainly two styles, one is modern Chinese style and the other is Minimalist and light luxury. In fact, since last year, the market has gradually shifted towards these two styles of products, so this year we also spent a lot of effort on research and development.
Modern Chinese style will be very different from traditional Chinese style. We have removed the complicated and heavy feeling in traditional Chinese style, and combined with the needs of current consumer groups and the trend of decoration style, Simplify the complex and design in a minimalist style.
As for our products, we still use solid wood. This is also the original gene of the Aloni brand that has always focused on solid wood customization. We insist on original products and are unique in innovation. I believe it will be well received by the market.
Sina Home Furnishing: Which trends does Aloni use to formulate the research and development direction of new products?
Lei Shaolin: Mainly through three major aspects. First, Aloni has an excellent design team, which is based on the current market consumption habits. , analyze relevant consumption big data, analyze the data, and establish product development characteristics.
Second, participating in international fashion home furnishing exhibitions, such as Milan Furniture Fair, Frankfurt Fair, etc., is a better channel to grasp international fashion trends..
Third, designers have the greatest influence on some domestic style trends. We will conduct on-site market research on first-tier cities in East China, such as Jiangsu, Zhejiang, Shanghai, and Beijing. Keep abreast of international and domestic trends, plan ahead, and do a good job in product development, striving to lead the development of the industry.
Sina Home Furnishing: Consumption upgrades, younger consumer groups, personalized and diversified consumer demands. Faced with these market dynamics, how does Aloni respond? Policy?
Lei Shaolin:In response to these market changes, we have also made corresponding integrations in product research and development to better cater to the aesthetic needs of the post-80s and 90s generations. .
The newly launched 11 major series + rock slab series have a total of more than 50 original new products. It is almost impossible to find a second brand of this scale in the entire industry. We have also done in-depth research on colors and added more fashionable elements. It has made bold breakthroughs in product functions and incorporated a lot of personalized content, such as smart mirrors, personalized lighting creation, etc.
Sina Home Furnishing: What does Aloni’s R&D designer team look like at present?
Lei Shaolin:We have our own team of designers, and we also cooperate with some well-known domestic design companies. We plan to set up Aloni European Design Center and are communicating with a design studio in Italy. The establishment of a European Product Design Center in Italy is one of our plans for the next ten years, and it is currently being promoted step by step.
Sina Home Furnishing: In how many months will the new products launched this time be available to consumers? Are there any innovations in terminal display and marketing?
Lei Shaolin: On April 23, we held a new product launch conference, which will be available for experience and purchase in major sales terminal stores in May. In terms of terminal display, we A new upgrade of VI has been made to give consumers a more comfortable experience.
In addition, we have also innovated the marketing model, and for the first time put forward the proposition of "leading life", emphasizing high taste, good appearance, focusing on texture, and pursuing an environmentally friendly and healthy lifestyle.
Sina Home Furnishing: What plans and layout does Aloni have for brand operation in 2019?
Lei Shaolin: It can also be seen from the new product series launched this time that 2019 is a turning point for Aloni's brand and its products. A turning point in tonality and positioning.
New products have gradually transformed from the more European and American styles in the past to modern, light luxury styles. This is mainly a change based on the trend of younger consumers.
At the same time, product promotion is still one of the key tasks this year. We hope to focus on products and enhance our brand image with better products.
Creation is well-organized and tradition is reborn. 2019 Aloni bathroom cabinet new products are released to the world. More than 50 new products in 11 series + slate series are launched nationwide, focusing on modern new Chinese style, minimalist and light luxury style.
(This article is provided by the enterprise)
