Super IP blessing, Summit uses art and culture to build a channel energy pool.
cross-border joint brand has been particularly popular in recent years. From the fashion circle to the beauty circle, brands are becoming more and more keen to jointly launch some customized products with major IPs. Seek the support of well-known IPs and become the most time-saving marketing method for brands.
On September 26, the "Trend toward the New Era" Summit Tile Master high-end series press conference was held. At the meeting, the "Wenyipai " ( British Museum co-branded) product was released. This new co-branded product belongs to the Master high-end series, helping the brand to capture the main battlefield of the high-end market.
As the leader of cross-border joint branding in the ceramic industry, from joining hands with Doraemon in 2021 to cross-border world-class collection art and culture in 2022, Summit's series of cross-border joint branding actions have promoted and influenced the development of the entire industry.
series marketing actions have promoted Summit to become a pioneer demonstration for traditional ceramic brands to achieve breakthrough marketing. At the same time, it has changed users' solidified perception of traditional ceramic products to a certain extent, creating an innovative brand image for channel designers and C-end consumers and providing more diverse ceramic tile products.
01
Cross-border joint IP big player
Resonance with Generation Z
In the ceramic circle, Summit is an absolute cross-border joint IP big player.
As early as 2021, Summit cooperated with Doraemon, an international animation 2D IP, and innovative marketing attracted the attention of the entire industry.
In 2022, Summit directly joined hands with world-class museums, once again cross-border marketing , injecting world humanities and art into products and giving products and space upward power.
In addition to the new product launch process, Summit also created an immersive interactive scene on the first floor of the exhibition hall, taking the "patterned art school" as the theme, showing the charm of art from the world to the dealers and designers present.
It is reported that this cross-border joint IP is a super IP that integrates art and culture. It has been established in 1753 and has more than 8 million collections. The rich collections and the variety are rare in museums. Most importantly, these huge collection design elements can open up a new field and a wider design space for Summit.
data shows that the annual traffic of Super IP is as high as 7 million, and the cumulative number of visitors has reached 350 million since its opening. Among them, more than 50% of visitors (Generation Z) born from 1995 to 2010, reflecting the more and more young people's pursuit of aesthetics and their desire for knowledge.
The joint "patterned art school" series of products launched this time, Summit did not simply copy the collections to the tiles products, but used tiles as a carrier to obtain inspiration from art collections such as architecture, sculptures, paintings, etc. in various eras and countries, abstract the art works, and integrate artistic value and meaning into the products through the understanding and in-depth research of product R&D personnel to meet the living space requirements of young people with quality of life.
For example, the "patterned art school" product is inspired by the triangular architectural design of the Athens Parthenon, the Parthenon, and the material is derived from the shape of iris, combined with the fabric and stone texture, a tile product with a very design and three-dimensional sense is designed.
"pattern art school" also borrows painting creation techniques such as literary, abstract, impressionist and realistic painters, and integrates the rendering techniques such as color mixing, wet, and smudge in the painting collection to extract the artistic features in the work, cleverly combine them with the cold tiles, allowing classic works to enter life through the home decoration elements;
"pattern art school" also has a natural rhythm, borrowing the color matching of the collection, such as the co-branded product - Huatuan Jincuo is a blue marble texture representing luxury and a soft flower representing softness. The color matching is very grand and rich, and it is the "facade responsibility" of the terminal store.
In the product process, the "patterned art school" adopts the jade-fat glaze process, with a 10-degree light feeling, a warm texture and a full color. It is superimposed on some special processes, making the product texture more layered, three-dimensional, and concave and convex three-dimensional tangible. In terms of specifications of
, the "patterned art school" has specifications such as 900×1800mm, 1200mm×1800mm, 1200×2700mm, among which 1200mm×1800mm is the first specification of Summit, which can be delivered with infinite connections and tight slits.
It can be said that the historical beauty of the super collaborative IP is condensed in every corner of life by Summit in another way. The redesign and integration of the super collaborative IP and ceramic tiles not only fully releases the artistic value of the museum's collections, allowing culture and art to truly enter life.
brings world-class humanities and art to the living space in popular fashion forms. I believe this is also the purpose of Summit's cross-border joint branding this time. Although
is both cross-border joint, the products that were jointly signed by the two times are very different.
Doraemon co-branded product is a highly saturated concrete product and needs to be used strictly in accordance with the image proportions, so the actual application scenarios of this co-branded product are very limited. In comparison with
, the "patterned art school" product can be more creatively flexible, and the product SKU is richer. The adaptability of R&D personnel through modern techniques and the joint product after creation is wider.
In general, from Doraemon to the collection culture joint, it frequently crosses new fields and launches new products, which also reflects Summit's strategic planning for cross-border marketing and constantly launches products that young people like, in order to widen the gap with competitors.
In fact, Summit, who has always paid attention to the life trends of young people, can always bring breakthrough marketing surprises and innovations to everyone. For example, in August this year, Summit broke through the industry dimension wall, and fantasy and linking sports technology brand Keep launched the Summit Ceramic Tile xKeep Renewal Challenge, which perfectly integrates sports renewal and home renewal.
02
Master Master Series empowers terminal high-end stores
has become an unbounded design and art creation platform
"From January to August this year, the sales of Summit ceramic tile antique products increased by 50%. In the environment of overall negative growth in the ceramic industry market, low-gloss matte products have maintained a rapid performance in Summit.
"ecological niche" once became a hot word for Summit in 2022. How to choose your own " niche "? In this regard, Summit adopted misalignment to compete with , focusing on the mid-to-high-end user/designer group, and focusing on high-value products of matte. It is also based on this strategic positioning that Summit has delivered an excellent product report card.
In 2022, the major strategic move for Summit's brand upgrade is to launch Master Master high-end series and independent high-end stores.
Among them, Master Master’s high-end series consists of three parts: patented products, original style luxury stone products and IP joint products. This new joint product, "Wrinkle Art School", is the top major product of the Master series.
is subdivided into product strategy . The newly launched IP co-branded products "Wenyipai" and high-end antique new products will become Sami's product matrix with competitive advantages and become a unique IP for brands to enter the mid-to-high-end market.
In terms of store strategy, Master Master’s high-end series of products will become an important carrier for supporting terminal dealers to build stores in high-end cities (especially provincial capitals). Even in cities and regions with relatively inadequate matte products, Master's high-end series can also be exhibited in the form of a specialty area.
is based on the product mission and user needs. For the Master Master high-end series, Summit has long done top-level design. In the future, will build this series into a large platform, gathering more cross-border fun IPs, cooperating with more cross-border elements and designers, and conducting more grounded grassroots cooperation with local designers.
03
Card "design tile brand" ecological niche
Capture the current multicultural pursuit of young people
samite is a representative international design brand under the New Pearl, representing the group in the Bologna Exhibition in Italy for five consecutive years. , which always adheres to the "internationalization" vision and concept, has carried out cross-border joint branding to highlight the brand's vision of international attention. This time, Summit displayed art collections and design elements on tiles and spaces, allowing people to appreciate the world's full sense of art and creativity, and directly received a lot of praise. In fact, Summit's two perfect cross-border marketing is also based on the brand's deep understanding and operation of design. Summit, who is the research subject of young people, undoubtedly has more possibilities in cultural and artistic innovation. design, as a means of re-creation, can innovate and integrate diverse cultures separately. At this point, Summit got it right. As a design tile brand, Summit has been trying to cooperate with more IPs, integrating more design cultural techniques into the industry and products, enhancing products through design, and bringing art and charm through design. Doraemon is the output of the second dimension culture and "animation culture", which captures the consumer group that likes animation in the second dimension; this super IP joint is the output of the integration of culture and art, attracting a wave of mid-to-high-end designers/consumers to become fans. is influenced by the influence of Millennial and Generation Z on China's consumer market, and now it forms a multicultural and integrated consumer market. The trend of contemporary young trend culture is becoming increasingly difficult to accurately define. data analysis, from the perspective of the crowd portraits radiating from major cross-border joint marketing, it is mainly concentrated in the post-95s. Some of these people are beauty and makeup hobbies or mobile game players, and may also be two-dimensional Cosplay groups, e-sports groups or star-chasing groups, or even "multi-identity people", which are touched by multiple circles. Summit revealed that in the future, there will also be plans to cross-border different circles, and capturing the current pursuit of multiculturalism among young people has become one of the brand’s missions. further meets the needs of mainstream young people. With design as a fulcrum, Summit leverages a cross-link of design + culture + products to empower a beautiful living life.
Author of this article |Lomi
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