01
In recent years, with the consumption upgrade in the building ceramics industry (one of the manifestations is that some consumers are paying more and more attention to the home environment, and the demand for ceramic tiles has risen from decoration to health and environmental protection) and the market has been cold (prompting some ceramic tiles to In order to break the deadlock of product and marketing homogeneity, companies have given ceramic tiles new functions to enhance brand premium capabilities). Negative ion ceramic tiles, which have been launched in 2004 but have been tepid, have gradually become the targets of many ceramic companies. .
Suddenly, negative ion ceramic tiles quickly became popular at the manufacturer level in the building ceramics industry, and are likely to become standard products for ceramics companies. Subsequently, online and offline ceramic tile stores began to sell negative ion ceramic tiles.
However, because the relevant standards have not been established and improved in time, there are no standards to follow in terms of quality and use effect of negative ion ceramic tiles, causing the ecological chain to fall into an unhealthy state:Either some ceramic companies do not have patents , no standards, no testing, but random promotion with dealers; or some ceramic companies and dealers are weak in marketing and do not know how to guide consumers to understand, trust and accept.
In this environment, the country's first negative ion ceramic tile lawsuit inevitably occurred.
02
Recently, Mr. Huang purchased a batch of negative ion full-body marble tiles from a Taobao store opened by a ceramics company in Foshan (the promotional copy on the Taobao store's website is: negative ion antibacterial tiles, protecting the healthy growth of children; environmentally friendly and without radiation; killing routine Effectively prevents the spread of harmful bacteria; releases negative ions and purifies the air). After these tiles were laid, Mr. Huang believed that the merchant had made false propaganda and defrauded consumption when selling the products. He took the merchant to court and proposed to compensate him for his losses at three times the price of the goods. On the day of the trial, the ceramic company, which did not appear in court to respond, submitted a written opinion and attached a report from the Guangdong Provincial Microbial Analysis and Testing Center on the negative ion full-body marble tiles it sold. The court made a first-instance judgment in accordance with the law: it could not be determined that the ceramic company had engaged in false or misleading advertising and would not support Mr. Huang’s compensation.
The above is the first negative ion ceramic tile lawsuit in the country. The author believes that it is of great significance.
It poured cold water on the ceramic companies that followed the trend and made negative ion ceramic tiles. Since the anion tile market is not yet mature, it is normal for ceramic companies that produce and sell anion tiles to be questioned by consumers. Without patents, standards, and testing, it is easier to get into lawsuits. The development of negative ion ceramic tiles is a step-by-step process, requiring ceramic companies involved in this field to have certain scientific research capabilities and business experience. Following the trend without strong support is unlikely to succeed.
It reminds ceramic companies and dealers involved in negative ion ceramic tiles that consumer education is crucial and an indispensable step for market development. In order to do a good job in consumer education for negative ion ceramic tiles, one should avoid instilling concepts in a rigid and boring manner, but should ignite a "flame" that is vivid and self-contained; secondly, avoid false and exaggerated propaganda, but should be reasonable and reasonable. according to. Otherwise, for the relevant ceramic companies and dealers, the marketing effect may not meet expectations, or consumers may take them to court. If they lose the lawsuit, it may cause immeasurable impact and losses.
03
So what exactly are negative ion tiles?
Negative ion tiles are functional tiles that can produce negative ions. The reason why it has the effect of purifying the air is that it can produce negative ions. It uses natural mineral raw materials (tourmaline) and uses related technologies to stimulate water molecules in the air to produce a large amount of negative air ions, thus purifying the air. Its effect is not as easy to feel as that of an air purifier, and it requires a lot of popular science and experience for consumers to understand.
How should consumers choose negative ion ceramic tiles? How can negative ion ceramic tile brands win the trust of consumers?
With the "TeDe model", TeDe·Anion Tile (hereinafter referred to as "TeTe") has taught a large number of consumers how to choose anion tiles, and thus won their trust, becoming the benchmark for negative ion tile brands. This is mainly reflected in four aspects:
First, he is the pioneer and inventor of negative ion ceramic tiles. It began researching negative ion tiles in 2003. In 2004, it joined hands with Sun Yat-sen University to jointly develop the first negative ion tile in the building ceramics industry. In 2007, it obtained the national invention patent technology for negative ion tiles [Patent No. ZL200410079022.8].
Second, it has made due contributions to the establishment of standards related to negative ion ceramic tiles. It participated in the formulation of three major standards: "Ceramic Tiles that Can Induce Air Negative Ions", the group standard, the "Anion Functional Building Interior Materials" building materials industry standard, and the "Interior Decoration Material Selection Evaluation System" national standard. The promoter of establishing negative ion ceramic tile standards in the building ceramics industry.
Thirdly, we have specially created an effective negative ion ceramic tile publicity, experience and marketing system. Its education content for consumers is objective, simple, well-founded, and never fraudulent. Its publicity and promotion methods are colorful, scientific and systematic, and as vivid as possible. At the headquarters, it has created an anion science and technology museum that integrates ceramic tile display and anion science popularization, and beautifully combines the functionality and decoration of ceramic tiles: it has set up a science popularization area, an experience area, 8 major endorsements, and 9 major tools to fully display It has set up six major marketing spaces: living room purification, dining room purification, kitchen smoke purification, children's room care, study room static oxygen, and bathroom odor removal, which fully reflects the values; it also created the Purple Air from the East, Different Cave, and Bright Avenue. The eight scenic spots: , rising gradually/expanding grand plans, waterfalls to attract guests, winding paths with bamboo shades, Penglai Wonderland, and floating life. They have stories and souls and are called the "Eight Special Scenes". At the terminal, each of its dealers has set up a negative ion experience center. Through considerate and thoughtful pre-sales (science popularization and experience through physical stores, official websites and WeChat public accounts) and after-sales (following up old customers) services, relying on the model of health ambassador terminal responsible person, we specially introduce the definition and quality of negative ion ceramic tiles. , functions and other information are conveyed to consumers in a concrete and easy-to-understand manner, thereby guiding them to make the right choice. From this perspective, consumers can eventually learn about negative ions and healthy homes in special stores even if they do not purchase special negative ion ceramic tiles, which is a worthwhile trip.
Fourthly, we have gained excellent performance and reputation through the publicity, experience and marketing system of negative ion ceramic tiles and the excellent quality of the product itself. No matter how good it is, it is not as good as the reputation of consumers. The recognition of a large number of consumers who buy and use special negative ion ceramic tiles is the best testimony. Without further ado, let’s go straight to the screenshots of content related to return visits from special old customers.
After understanding all the above, have you refreshed and upgraded your understanding of negative ion ceramic tiles if you have higher requirements for air purification in your home environment?
Author: Chai Feng
