In 2019, the first fashion festival of Shanggao Sanitary Ware was successfully held, and the 5 major popular colors released by it caused great concern at that time. Later, due to the epidemic situation, the fashion festival was forced to be interrupted twice, which became a regret in the hearts of many people.
Until recently, after a gap of three years, the second fashion festival of Shangao Sanitary Ware returned. Along with it, there are also the newly released 5 popular colors of 2022 - Haoyue White, Earl Grey, Olive Oil Green, Begonia Red, and Twill Brown. Around these five major fashion colors, as well as the industry changes that have occurred and are happening over the years, we interviewed Wang Yongqi, president of Shangao Sanitary Ware
It is no longer possible to grow as barbarically as it used to
"At present, China's sanitary ware is in a period of great change." Mr. Wang introduced that the development of the sanitary ware industry should have changed at this stage, but because of the epidemic, and the real estate regulation and control policies in the past two years, it has been greatly affected, and it has not really started until this year.
He said that 10 years ago, China's sanitary ware was still mainly in the imitation stage, on the one hand, foreign brands had a great influence, on the other hand, many consumers at that time were post-80s and post-70s, and they had a lack of confidence in domestic products. Now, 10 years later, the rise of post-90s consumers, as a generation that grew up in self-confidence, they pay more attention to serving "me" and require manufacturers to actively cater to their own needs.
Therefore, today's bathroom market is more complex, it is no longer possible to grow as barbaric as in the past, but more and more refined, diversified and intelligent.
Let consumers become participants in the customization process
In this context, all-health customization came into being, and it was almost taken as the way out of the future by the entire industry. In this regard, Mr. Wang believes that the concept of all-health customization is proposed, one is to meet the needs of consumers and play the service card; The second is to fight against e-commerce, because it is more difficult for e-commerce to do full-health customization; The third is to give consumers a solution in a more comprehensive and diversified way.
In his view, full bathroom customization is actually just a transitional concept, because the home is a whole, the bathroom is only a part of the family, the future is only a whole house customization, full bathroom customization will eventually be integrated into the whole house customization, become part of the whole house customization.
Moreover, today's full bathroom customization is still relatively simple, mainly reflected in the color, material and size, and does not do a good job of customization in terms of function. "Now a lot of customization is actually what business is doing, consumers just put forward what style they want, and then the merchant draws a picture, and then changes the size."
In fact, Shanggao Sanitary Ware has been trying to make some customizations that are different from others. As early as the first fashion festival in 2019, Shangao launched the modular Dolin series and rice series, hoping to combine consumers' usage habits and usage needs into products through DIY.
He said: "In the future, we will not only combine the needs of consumers, such as the needs of bathing, makeup, cleaning, and even toilets, but also let consumers have greater autonomy and make them an important participant in the customization process." ”
At present, I am more willing to accept more natural colors
Mr. Wang introduced that since the establishment of Shanggao Sanitary Ware, there is a constant tone, that is, "fashion, art, classic", of which fashion ranks first, and the core of fashion is what is popular, and then the core is what color is popular, and then what material is popular and what style is popular. Therefore, from the day of the birth of the brand, Shangao has been inseparable from color.
Especially now, now we are not in a stage of starting from scratch, but in a stage of going from being to being excellent. At this stage, color is an important part of making life better, and every brand and product wants to attract the attention of consumers, and it is necessary to dig for color.
And Shangao's excavation of color is advancing with the times. Compared with 10 years and 20 years ago, the use of color in these two years is actually a bit conservative, because everyone is somewhat resistant to bright colors and is more willing to accept some more natural colors.
Taking the 5 popular colors in 2022 as an example, Haoyue white is a very pure color from nature; Earl Grey has some metallic texture and is an upgraded version of the high-grade gray that has been popular in the past two years; Twill brown is also derived from nature, which can better highlight the material of the product; Olive oil green has both a faint green color and the purity of oil; Only begonia red is more colorful, mainly for women.
In the interview, Mr. Wang also answered an interesting question: Why is shanggao's pop color 5 every time? It turned out that this was not by accident, but after research, they found that although the colorist can call up countless colors, in fact, as long as 5 kinds, it can meet the needs of 80% of people for beauty. The 5 popular colors released by Shangao Sanitary Ware represent the needs of the vast majority of people.
The future Shango Fashion Festival is a carnival
For the original intention of holding the Shangao Sanitary Ware Fashion Festival, Mr. Wang said that the main purpose is to let consumers feel how Shangao's products come from, so that designers can understand why their products are designed in this way.
(The 1st Shanggao Sanitary Ware Fashion Festival)
He said: "The future Shangao bathroom fashion festival is a carnival. "For consumers, Shangao will launch a series of promotional activities to make profits; For designers, Saxo will help them find inspiration through new products and annual fashion colors; For old users, Shangao will also launch some exclusive services, including points redemption.
(The 2nd Shanggao Sanitary Ware Festival)
He hopes that the future Shanggao Sanitary Ware Fashion Festival will be a collision of art, a collision of joy, a collision of products, and a feast for the industry.