媒体聚焦 |“非常态”下的新突破——中新设计交流

　　4月26日，爱力蒙特首家顶级家居体验馆TREND HUB在中国陶瓷产业总部基地举行开业盛典，同时，品牌全新IP——中新设计交流也在本次盛典上首发亮相。

　　On April 26, Trend Hub, the first luxury lifestyle gallery designed by Element was grandly launched in CCIH with the debut of China Singapore Design Exchange—a brand new IP.

　　在TREND HUB盛大开业的两周内，多家媒体对此进行了详细的报道。其中既包括了与爱力蒙特有着长期紧密联系和友好合作的多家合作媒体，也不乏通过本次盛典关注爱力蒙特的新媒体伙伴们。

　　The opening of Trend Hub has attracted extensive media coverage in just two weeks. The event also brought some new media partners apart from those having been in close contact and friendly collaboration with Element.

　　2022年，因疫情的反复，中国建陶行业再次迎来魔幻的开端，不确定性依然是疫情“非常态”下的关键词。

　　2022 has seen an unstable start for the Chinese ceramic industry as a consequence of the recurrent Covid-19 pandemic. Uncertainty remains the dominating theme in the era of unstable pandemic.

　　作为中国建陶行业首个设计驱动型品牌的践行者，爱力蒙特一直善于抓住每一次机会，永远不会浪费每一场危机。当新一波颓势接踵而至时，爱力蒙特选择逆势而上，在“非常态”下实现发展新突破，以打造中新设计交流IP为起点，发出“拒绝躺平”的最强音。

　　Credited as the first to celebrate BDD in Chinese ceramic community, Element manages to seize every opportunity to bring out the best in every single crisis. In the face of a new wave of downward pressure, Element resisted against the trend and made breakthrough to embark on a new journey of CSDE—a progressive gesture to rejecting "lying-down".

　　当天，爱力蒙特首席产品官魏贝赞、新加坡合发利（中国）总经理陈在丰、腾讯家居｜贝壳瓷砖频道总裁、设计好物主理人张英梅（YOYO）作为中新设计交流发起人接受了陶城报、腾讯家居、陶瓷资讯、新浪家居、搜狐家居、今日头条、中国建材网、中国陶瓷网、华人设计师网等多家媒体的采访。

　　On the same day, Mr. Banson (Element CPO), Mr. Island (G.M. of Hafary China), YOYO (CEO of Ceramic Channel of Jia360.com and the Presenter of Shejihaowu.com), in their role as the sponsor, participated in the interview by Ceramic Town Weekly, Jia360.com, Ceramic News, Jiaju.sina.com, Sohu Home, Toutiao.com, BMLink.com, Ceramicschina, Huarendesigner.com, etc.

采访嘉宾 | 新加坡合发利(中国)总经理陈在丰

Interviewee:Mr. Island (G.M. of Hafary China)

Q1

　　可以简单介绍一下新加坡合发利集团吗?

　　Can you brief us on Hafary Sgp?

　　陈总：

　　合发利集团成立于1980年，在2009年上市，是新加坡建材行业、瓷砖行业的龙头企业，销售占新加坡60%以上的市场份额。

　　Founded in 1980 and listed in 2009, Hafary Group is a leading enterprise in Singapore's building materials industry and ceramic tile industry, with sales accounting for more than 60% of Singapore's market share.

　　Q2

　　是怎样的一个机缘巧合，让您作为联合发起人，共同推动“中新设计交流”项目启动的呢？

　　What drives you, as one of the co-sponsor, to launch the China Singapore Design Exchange program?

　　陈总：

　　新加坡是比较重视设计的国家，我们想把新加坡设计与中国设计进行一个融合，所以，当YOYO牵头发起这个项目之后，我们觉得一定要把它做大做强。

　　Singapore is a country of design. We want to integrate the design trends of China and Singapore. So when YOYO initiate this project, we all want to make it bigger.

Q3

　　我们知道新加坡合发利集团在当地很有影响力，后续，集团有哪些资源可以给到“中新设计交流”这一项目呢？

　　We know that Hafary Sgp is very influential locally. How Hafary can benefit CSDE?

　　陈总：

　　合发利在新加坡比较受设计师欢迎，在建材界、陶瓷界均有一定的影响力，我们希望借助合发利的影响力，去带动新加坡设计师共同参与到这个项目中，共同推进中新两国设计师的交流与互通。未来这个项目能达到怎样的一个高度，我们拭目以待！

　　Hafary enjoys great popularity among designers in Singapore as evidenced by its strong presence in building and ceramic community. We hope such influence can encourage designers of both sides to engage in CSDE as a way of fostering the communication and connectivity. Let's see how CSDE will grow bigger.

采访嘉宾 | 爱力蒙特首席产品官魏贝赞

Interviewee:Mr. Banson (Element CPO)

Q1

　　「中新设计交流」项目的启动作为开业盛典的重要环节，你们是基于一个怎样的背景，做出这样一个举动？针对这个项目，你们以后有怎样的一个发展规划？

　　Could you please tell us what makes you to launch China-Singapore Design Exchange as an important part of the grand opening. What's the roadmap scheduled for this program?

　　魏总：

　　爱力蒙特提出“中新设计交流”是基于以下三个方面：

　　We proposed China Singapore Design Exchange in that:

　　第一：爱力蒙特自2021年起，提出了品牌未来的发展目标——成为设计驱动型品牌（Brand Driven by Design，简称BDD），我们要走的路是BDD之路。

　　First: Since 2021, Element has defined its own development goal - to be a brand driven by design (BDD). That's what we will head for.

　　第二：我们与YOYO多次合作，她的知名度、专业水平、设计师渠道资源，以及对整个设计师资源活动的整理统筹能力，我们非常认可。我们相信项目在YOYO的主办下，一定能把我们BDD之路上要做的这件事——中新设计交流，做好！

　　Second: We have cooperated with YOYO in many occasions. We all give credit to her presence, expertise, designer resources and the ability to coordinate all the designer activities. We all believe that CSDE, when sponsored by YOYO, will see better results in our way towards BDD.

　　第三：中新设计交流是为后续举办的中新设计大赛做铺垫的。

　　Third: CSDE is the preliminary project for the following China-Singapore Design Competition.

　　基于这三大方面，我们才启动了这一项目。整合中新两国设计资源，架起两地设计师交流的桥梁，将东方文化、东方美学借助设计语言发扬光大，最终，实现空间体验价值最大化，让我们的消费者拥有健康、舒适、安全、美好的生活空间。

　　These are what encourage us to launch CSDE. It's all about integrating China-Singapore design resources and connecting designers of both sides to carry forward our Chinese culture and aesthetics. But most importantly, it aims to maximize spatial experience and enables consumers to enjoy a living space featuring health, coziness, security and sweetness.

Q2

　　在创业之初，您是怎样克服那些阻碍的呢？您认为，一个优秀的品牌应该如何去经营的呢？

　　How did you overcome those obstacles when starting up your business? How to manage a successful brand?

　　魏总：

　　每个初创品牌，无论它在什么阶段都会遇到很多变化。

　　Every start-up brand, no matter at what stage, will encounter many changes.

　　我们品牌在创立之初，便做了非常多的全球市场调研，同时，遵循自然发展的规律——春耕、夏耘，秋收、冬藏，确立了品牌的发展路径与目标。在坚持总体方向不变的前提下，无论遇到怎样的市场变化，在此过程中，我们只需要按照原本制定的方向对某些关键环节进行微调。我们有信心在这条路上，把爱力蒙特打造成为一个值得被世界尊重的中国品牌。

　　We have carried out thorough market research before starting up Element. We also follow the law of nature-spring ploughing, summer weeding, autumn harvesting, and winter storage- to define the goal for our branding growth. we managed to fine-tune some key links in the direction we originally set for us while keeping the overall direction unchanged, regardless of any market fluctuation. We have great confidence to develop Element into a reputable brand globally.

　　一个优秀的品牌应该如何去经营？我认为初心不变，任外部环境如何变化，都能在变化中寻找到机遇，不破不立，化危为机。

　　How to manage a successful brand? The secret is never to forget where you start regardless of the changes. In so doing you can navigate through the changes and find the opportunities concealed in those crisis.

采访嘉宾：腾讯家居｜贝壳瓷砖频道总裁

设计好物主理人张英梅 (YOYO)

Interviewee:Jia360.com｜YOYO

(CEO of Ceramic Channel of Jia360.com

and the Presenter of Shejihaowu.com)

Q

中新设计交流，是一个怎样的平台呢？

What kind of platform is CSDE?

　　YOYO：

　　关于中新设计交流，我认为可以用“以设计驱动，与世界同频”十个字来形容。

　　Personally, I think A Global Trend Driven by Design could be used to describe CSDE.

　　我认为这个平台将见证中国产业的一个新发展，同时也将承载无数年轻设计师的梦想，是一个为中国设计力量进行发声的平台。

　　I strongly reckon that CSDE will witness the new development of China. It also connects the dreams of youth designers and provides a platform that gives voice to the China design.

　　中新设计交流，不是中国设计界的“独奏”，而是中新两国设计界的“二重奏”。它不仅属于包括爱力蒙特在内的所有发起单位，更是属于中新两国，蕴含着引领中国创意设计变革的新生力量。

　　CSDE is not a "solo" in Chinese design circles, but a "duet" in the design circles of China and Singapore. It's an accomplishment by all the sponsors, including Element. More importantly, as a shared platform for both China and Singapore, CSDE empowers the innovation of Chinese creative design.