爱力蒙特魏贝赞：做值得被世界尊重的中国品牌

　　日前，爱力蒙特坐落于中国陶瓷总部基地的全新展厅Trend Hub开业典礼引发了行业的关注和热议。难以想象，这样一座惊艳了行业的展厅是由一家成立不到五年（2017年6月成立），标准的“15后”瓷砖品牌所打造的。

　　Recently, the launching of Trend Hub, a new showroom situated at CCIH has attracted the industry-wide attention and discussion. It’s hard to imagine that such impressive showroom is designed by Element—a post-2015 ceramic brand with a young history of less than 5 years (established in June 2017).

　　事实上，对于早已不在红利期的陶瓷行业而言，初创品牌前五年的时间至关重要。不仅要面对业内各大巨头的压力，还得一切从零开始，创建企业的团队、产品、品牌、客户、经营管理结构等内部系统。更要命的是，这不到五年的时间中，还经历了三年魔幻的疫情。

　　Actually the first five years of a startup brand are very important since the dividend period of ceramic industry has long gone. Apart from the huge pressures imposed by industry giants, ceramic communities are required to build its own system, including team, products, brand, customers, operation and management, all over again. What' worse is that three out of past five years are haunted by the unscrupulous Covid-19 pandemic.

　　然而，就是在这样一个红利期早已过去的时代、在头部企业早已在行业确立的时代、在疫情以及“疫情后遗症”笼罩的时代，爱力蒙特这家初创的品牌不仅活了下来，而且活得有声有色。

　　Element, as a startup brand, has survived and stayed vibrant against the background of declining dividend, established industrial giants and looming pandemic sequela.

　　在这四年多的时光中，一支强大的人才队伍成为了爱力蒙特发展的中坚力量，在各自的工作岗位上独当一面；上百名志同道合的伙伴加盟爱力蒙特，与品牌共同成长、壮大；数百款产品经由爱力蒙特匠心打造，输送到国内外各大市场；不断发展壮大的爱力蒙特，近期更在佛山陶瓷的中心，中国陶瓷总部基地斥资千万打造一座顶级家居体验馆。四年多的发展，1700+个日与夜的不断蜕变，爱力蒙特作为中国建陶行业内首个设计驱动型品牌（Brand Driven by Design，简称BDD）的践行者，BDD的印记早已深入人心……

　　In the past four years, a strong working team rose to be the growth mainstay of Element as evidenced by its responsible and independent role in attending to each project. Hundreds of like-minded partners have joined Element to grow and expand together with the brand. Hundreds of products are created by Element and transported to major markets at home and abroad. As a growing company, it has recently established a ten-million-level luxury home furnishing gallery in CCIH in Foshan. Over 4 years of progression and continued development spanning 1700+ days and nights, Element, which is credited as the first to celebrate BDD (Brand Driven by Design) , has made BDD an icon deeply rooted in everybody's mind.

　　这个年轻的品牌创造了太多瞩目的成绩，而这一切都与爱力蒙特的灵魂人物——爱力蒙特首席产品官魏贝赞息息相关。

　　An array of achievements has been made by this young brand, all of which give credit to our CPO Mr. Banson, the soul of Element.

　　本着挖掘深度内容、深究企业运营逻辑及商业哲学的态度，陶瓷资讯联合中国陶瓷总部基地专访魏贝赞，本次的专访不乏尖锐的问题以及魏贝赞此前从未在公众场合透露过的深度思考。

　　Ceramic News, in collaboration with CCIH, launched an exclusive interview with Banson in the furtherance of exploring insights, logics and philosophy underlying in business operation. Tough questions were raised during the interview and Banson also offered his insights he never disclosed before.

做值得被世界尊重的中国品牌

A Chinese Brand Respected by All

做好“品价比” 做好“信价比”

Focus on Quality-Price Ratio & Reputation-Price Ratio

　　喻月明：魏总您是我们行业里的老前辈，用“老”字我不知道合不合适，表达的是我对您的尊敬。为了本次的专访，我对您此前的公开资料以及言论进行了深入的研究和思考，陶瓷资讯不太喜欢炒冷饭，更加倾向于挖掘深度以及值得思考的内容。因此本次专访的问题比较特别，甚至有点尖锐，相信今天我们专访的内容会非常精彩。

　　Michael: Banson, you are quiet a senior expert in ceramic industry. I am wondering whether I am saying it right. But it's kind of admiration for you. I have investigated thoroughly into everything available about you and your comments just to prepare the interview. As you know we are a media focusing on insightful and thought-provoking contents rather than rehashing the outdated ideas. Some tough questions will be raised here and some of them may be hard for you to answer. So it's gonna be a great interview.

　　魏贝赞：确实是老前辈（笑），我在这个行业已经干了26年。

　　Banson: I think I am senior enough (Laughter) since I've been in this sector for 26 years.

　　喻月明：您入行已经26年了，入行的时间应该比我们在座的个别同事实际年龄还要长。在未创立爱力蒙特之前，您已经是行业里成功的职业经理人，身处这个位置，您应该比任何人都了解，行业的红利期早已过去。那么是什么原因驱动您要在这个并不算太好的时机创立爱力蒙特品牌呢？

　　Michael: 26 years mean your career trajectory in ceramic industry is much longer that the age of some of our colleagues here. Before you founded Element, you were a successful professional manager in the industry. You should know better than anyone that the bonus period of ceramic industry has long passed. So what drives you to start up Element in a time that seems unfavorable?

　　魏贝赞：我应该是见证了中国陶瓷行业的发展。我见证了最早期我国瓷砖行业做普通釉面砖的时代，也见证了行业蓬勃发展的时代。陶瓷行业的发展迎来了几大红利期。第一个红利期是满足基本使用功能，陶瓷砖供不应求的时期；第二个红利期是行业迎来了市场对产品功能、装饰功能、文化功能的发展需求期；第三个红利期是中国制造崛起，中国瓷砖出口激增。

　　Banson: I have witnessed how China's ceramic industry evolved. I have undergone the earliest era when glazed tiles dominated the Chines ceramic sector and the booming era of this industry. Ceramic industry has enjoyed multiple dividends during its growth. The first dividend refers to the period when ceramic is in short supply to meet the basic requirement for application. The second one refers to the growing market demand for the functionality of product, decoration and culture. The third one refers to the period when there is a surge in Chinese ceramic exports as a result of the rise of Chinese manufacturing.

　　通过几个不同的红利期，我们中国建陶开始不断发展壮大，同时消费者对产品的需求也从物质层面上升到精神层面。这个时期无论是市场的规模、产品的品类，规格的变化都给陶瓷行业以及企业带来了丰厚的回报。

　　Driven by these dividends, Chinese ceramic industry started to grow stronger and consumer also focused more on the spirituality rather than materiality in terms of product demand. In this period, market size, product categories and specs variation all yielded great returns for both ceramic community and companies.

　　爱力蒙特却选择在2017年入局陶瓷行业，做自主品牌，这个时候行业的红利期在表面上看似乎已然过去，但是我看到的是整个世界瓷砖的发展。爱力蒙特的成立是经过深思熟虑的，首先，我们认为中国瓷砖经过了近二十多年的高速发展在世界上已经具备了影响力，但是这种影响力是在规模与价格方面的影响力。其次，在品质价值以及信誉、原创设计、技术创新等方面，我们还有更大的发展空间。

　　By the time Element emerged in ceramic industry as a startup of self-innovated brand in 2017, the dividend has disappeared seemingly. But what I look into is the growth trend of world ceramic industry in a big picture terms. The inception of Element is driven by our reflection on the entire industry. We believe that Chinese ceramic sector has developed into something influential across the world after 20 years of rapid expansion. But such influence is proven only in such aspects as scale and price. Therefore, we still have a long way to go in terms of quality, value, reputation, original design and technological innovation.

　　我还记得98年第一次到意大利参观博洛尼亚展、意大利陶瓷厂时的情景以及心路历程。即便那个时候我已经在陶瓷行业从业才2年，但依旧非常震撼。我发现了我们与意大利建陶之间的差距，也是从那个时候开始，我在心里埋下了一颗种子——投身打造多元产品结构体系的种子，我觉得我们有很多事情可以做。

　　I still remember my first visit to Italy in 1998 when I visited the Bologna Exhibition and the Italian ceramics factory. At that time, I was just in ceramic community for 2 years. That visit impressed me greatly. I found there how Italian ceramic art differed from ours. It's at that moment I decided to work on a diversified product lineup. I knew there was a lot more to do.

　　另外，在展位上我们经常会看到一个用两种语言表达的标识。一种是英文的：NO PHOTO，另一种是中文的：不准拍照。全世界，这么多人去看展，为什么只用了这两种语言文字？从另一个角度去思考，其实我们在原创设计、技术升级以及信誉层面均有待改善。

　　Besides, we saw a sign expressed in two languages on the booth. One is in English: No photo; the other is in Chinese: 不准拍照. Why only these two languages are used for those rushing towards the exhibition? To put it in another way, we need to improve our original design, technology upgrading and reputation.

　　中国建陶从2017年开始经历了许多打击，从反倾销到技术壁垒，再到我们现在的疫情，看起来经历了很多危机，但实际上我们的行业经过这些危机后反而得到了淬炼，变得更加坚韧。我们的产品、技术、装备等均迎来了新的机遇。

　　Since 2017, Chinese ceramic community suffered continuously, like anti-dumping, technical barriers and the rampant Covid-19. But these crises in return added to the resilience of ceramic industry, indicating new opportunities for our product, technology, equipment, etc.

　　从入行走到今天，我希望通过做原创、做技术、做产品、做品牌，把自己的初心一点一点实现。因此，我们做爱力蒙特这个品牌的初心总结下来其实有三点：第一，我们始终有一个中国品牌梦，希望通过所有爱力蒙特人用15年以上的努力，坚持我们的初心，做好品质原创产品，做好“品价比”，做好我们的信誉，做好“信价比”，令我们的“品信”值得消费者满意、值得消费者尊重，打造一个值得被世界尊重的中国品牌。

　　Since my first day in this sector, I never forget where I started and stay committed to creative design, technology, products and brand. Actually what encouraged our creation of Element are as follows: First, we have an ongoing vision for Chinese Brand. We expect to, in 15 years to come, provide the best quality and design with the commitment and concerted efforts of Elementers. We will make Quality-Price Ratio, Reputation and Reputation-Price Ratio a source of customer satisfaction and respect, thus enabling our vision of building a Chinese brand respected by all.

　　第二，我们认为市场的红利是因为市场的变化与迭代、技术升级、产品结构转型、以及全球化带来的。中国市场已经有足够的消费能力接受高品质、高价值的产品，我认为这是爱力蒙特未来的市场红利，也是坚持做高端产品品牌的市场红利。

　　We believe that market dividends are the result of changes and iterations of the market, technological upgrading, product structure transformation and globalization. Chinese market has strong consumption capacity for high-quality and high-value product, which is, in my opinion, a dividend that drives the future expansion and high-end branding of Element.

　　第三，爱力蒙特背后有来自新加坡合发利集团（HAFARY）和国内各方面机构组织的支持。合发利集团是有着超过40年历史的上市公司，稳居新加坡建材行业首位，同时还布局了全球的建材行业，他们无论对市场的理解，还是综合实力均走在行业前列。合发利集团和我们一样，都对爱力蒙特的未来充满了期待，因为我们是共同认可这个项目才走到一起共事的。因此，我们的后盾十分强大，并且有很多像合发利集团这样的合作伙伴选择爱力蒙特，我们的信心非常充足。

　　Element is backed by Hafary Singapore and many other corporate groups in China and beyond. Hafary Singaporea is a listed company with 40 years of history. It ranks first in the building materials industry in Singapore and also has a significant presence in the global building materials market. Both their market observation and strength are at the forefront of the industry. Like all of us, Hafary places great expectations on the future of Element. Our shared vision for Element bring both sides to come together. So we have a powerful back-up force. It’s the trust and favor of our partners like Hafary Singapore that give us great confidence.

未来在价值层面

我们有信心在世界舞台上与意大利一较高下

To Rival Italy Globally In The Realm Of Value

　　喻月明：您的发言令我深受鼓舞，现在这个行业需要这样积极的声音。刚刚开年，我们在行业走访一圈下来发现基本上都是比较消极的信息。您对事物的看法是有两面性的，危机往往伴随着机遇。另外您看待行业发展的态势是从长远去看的，而不是一时的红利或者是危机。中国品牌梦实际上是一种价值观，这种价值观不仅仅是建立在物质基础上的。事实上对于初创品牌而言，活下来很重要，不重视物质也无异于痴人说梦。而爱力蒙特之所以可以为中国品牌梦的初心坚持，很重要的一个因素就是品牌背后有新加坡合发利和国内各方面机构组织的大力支持。让爱力蒙特有足够的时间、足够的空间，保持最纯真的初心来打造“品价比”、“信价比”，做一个值得被世界尊重的中国品牌。

　　Michael: What you have said is very encouraging, and that represents a kind of optimism in ceramic sector. Earlier this year, we have visited most of the ceramic companies. Pessimism basically dominates across all the interviewed enterprises. Everything has two sides and opportunity is often concealed in those crisis. That's how you see things. Besides, you have a forward-looking vision on the future growth of ceramic industry. It's not just dividend or crisis that you have seen in short period. The vision of empowering China with great brands is a kind of value based on more than just material foundation. Actually for startup brands, survival is as important as basic funding assurance. It's the extensive support of Hafary Sgp and groups in China that helps Element to focus on its Chinese Brand initiative and enjoy more time and freedom to fully engage in Quality-Price Ratio and Reputation-Price Ratio which drive the creation of reputable Chinese Brand.

　　魏贝赞：是的，所以我们一直坚持初心，并有足够的自信在这条路上走下去。除了合发利的支持之外，我们团队的梯度非常好，团队的平均年龄不到32岁。按照这样的发展，我们是一代人做一代事，我相信坚持初心不变，通过几代人的共同努力，能够实现爱力蒙特的中国品牌梦。

　　Banson: Yes, that's why we move along the path we took at the very beginning with great confidence. Apart from the support from Hafary, we also have a very efficient team consisting of members with an average age of 32. With such development framework, we will continue to work on what we do right now and enable the Chinese Brand vision as we keep moving and building upon the efforts made by previous generations.

　　我们很清晰地看到了中国陶瓷的未来发展趋势：第一，未来我们要在国际市场上打拼，单一通过我们的价格优势是难以获得长远发展的，但在价值层面上，未来我们有信心在世界舞台上跟意大利一较高下。如今，中国陶瓷产品不论是产量，还是品质都不比意大利差。

　　We have been aware of the development trajectory of Chinese ceramic industry in years to come: First, we might sooner or later expand into the global market. It will be very difficult to sustain long-term growth by relying only on cost advantage. But on the other hand, nowadays China can rival Italy in production and quality. So we are very confidence to compete against Italy in global arena in future.

　　未来中国陶瓷生产的成本会越来越高，碳排放成本、能源成本、原料成本、人工成本均会大幅度提升，基于种种原因，未来我们的市场要想长远发展仅靠规模是行不通的。我们更应该考虑产品价值、品牌价值，做一个受人尊重的中国品牌，让对生活有更高要求的高品质消费者爱上我们的产品、爱上我们的品牌。

　　There will be a sharp increase in the cost of production, carbon emission, energy, raw materials and labour for Chinese ceramic industry. Given all these factors, we may fail to achieve continued growth by merely relying on the market scaling-up. We should pay more attention to the value derived from products and brands, and create a reputable Chinese brand. More importantly, we should encourage high-end consumers with a higher living demand to engage in our product and brand.

　　编者按：魏贝赞这段短短的对话不仅表达了对现阶段中国建陶行业的认可，而且多次提到了长远发展规划，可见这家年轻的品牌尽管入局时间不长，但考虑更多的还是长期主义路线。这样的长期主义路线不仅有感性层面的品牌理念、中国品牌梦，更有理性层面的国际视野、国际格局的考量。

　　Editor's note: Banson's dialogue represents a recognition of the current ceramic industry in China and a signal of its long-term development plan, which prove that this startup brand, despite its young history in ceramic market, focuses more on long-termism. Such development path is decided upon all aspects from brand concept and Chinese Brand Vision to global vision and international landscape.

　　喻月明：我相信未来瓷砖可能会成为一种奢侈品。去年美国市场印度瓷砖的量增长翻番，但是平均价值基本不变，而意大利瓷砖供应的量增长幅度不大，但是平均价值却大幅度上升，这是我们应该关注和学习的地方。

　　Michael: I believe that ceramics may become a luxury in the future. Last year has seen the doubled supply of Indian ceramics in American market. But the average value remaining unchanged. While the value of Italian ceramics whose supply increased slightly, has risen sharply. This is a phenomenon we should pay attention to and learn from.

　　魏贝赞：是的，按照目前的发展趋势，中国瓷砖发展面临着反倾销壁垒、技术壁垒等问题，我相信印度、越南等国家将来也会遇到。但是意大利的瓷砖到中国要7%的关税，在中国市场，它们就变成了奢侈品。瓷砖只有真正做好价值，它在各个国家、地区才不会受到各种壁垒的影响。所以放眼全球，我认为只有真正做好价值，品牌才会走得更远。

　　Banson: Yes, based on current growth trend, Chinese ceramic industry is faced with multiple barriers like anti-dumping barriers, technical barriers, etc. I believe all these issues will fall on India and Vietnam too. Italian ceramic products are subject to 7% tariff in China--that's why they become luxury in Chinese market. Only the value-added ceramics are able to be immune from the impact imposed by multiple barriers across all countries and regions. So globally, a brand that is truly value-added can sustain for long.

遵循自然法则

Follow The Law of Nature

有底线的商业价值观才能长远

Only Business Value Created upon Baseline Can Sustain

　　喻月明：2017年入局的爱力蒙特相当于开局便选择了一个“高级难度”，尤其是这5年有3年在疫情当中度过。就像系统出错把高级难度自动升级到了“地狱难度”。但即便是在这样的“地狱难度”之下，爱力蒙特仍旧逆流而上，取得了诸多瞩目的成绩，您认为这其中的核心逻辑是什么？

　　Michael: Element started up in 2017 and entered into a critically challenging period since then, especially the subsequent 5 years, with 3 of which being haunted by rampant Covid-19 pandemic. It's like a system error that automatically upgraded the difficulty level to its highest—"hell". Against such difficulty level however, Element still managed to buck the trend and achieved remarkable results. What do you think is the most important logic behind?

　　魏贝赞：实际上在未组建爱力蒙特之前我们就做了非常详细的商业计划书。这个商业计划书是通过充分的全球市场调研制定的。在这个商业计划书之中，我们按照自然规律划分为：春耕、夏耘、秋收、冬藏。

　　Banson: We had prepared a very detailed business plan right before we started up Element. This business plan was determined on the basis of a thorough global market investigation. We divided this business plan into: spring ploughing, summer weeding, autumn harvesting, and winter storage

　　我们按照每个发展阶段的规律，一步一个脚印走下来，没有通过短期行为急于求成，更没有通过非常手段违背我们的初心获取盈利。我们在产品、渠道、团队、运营、国际市场以及客户等方面都是脚踏实地，耐心经营的。

　　We followed the law of each development stage and moved along step by step. We were not eager for success through short-term behavior, nor did we make profits against our original intention through extremity. We are down-to-earth and patient in terms of products, channels, teams, operations, international markets and customers.

　　因此，即便遇见了许多不可预测的市场变化，遇见本次的疫情、经济变化等突发情况，我们也没有自乱阵脚，而是在坚持总体方向不变的前提下，按照我们原本制定的方向对某些关键环节进行微调。

　　Even in the face of unpredicted changes in markets, like Covid-19, economic downturn, etc., we never messed things up. Instead, we managed to fine-tune some key links in the direction we originally set for us while keeping the overall direction unchanged.

　　我们在春耕的时候就做春耕时期该做的事情，把种子播撒下去，耐心等它发芽；在夏耘之时我们就布局夏耘时期该布局的方向，为秋收做好准备；秋收、冬藏也是同理，我们不仅要收获，更要从各个层面来考虑成果，盈利只是其中的一个层面。我们同时还会考量我们的产品结构体系定位、客户团队、公司运营模式，我们的商业价值观等层面。

　　We do what we should do in Spring Ploughing, like sow the seed and wait patiently for it to sprout; We move along the schedule we set in Summer Weeding for the upcoming harvesting. The same is true for autumn harvesting and winter storage. We have to harvest and make progress in all respects. Profitability is just one of the factors. We will also evaluate our product mix and positioning, customer team, business model, business values, etc.

　　我们与合作伙伴的商业价值观必须是一致的，我认为合作可以有无限的空间，但前提是必须坚守底线。没有底线的合作走不远，没有底线的商业逻辑、商业价值更是走不远的。

　　Our business values must be aligned with those of our partners. I believe there is infinite possibility for cooperation as long as we keep to the baseline. Collaboration that treads on the bottom line will go nowhere. Similarly, business logic and values without baseline will never go far.

　　我们对内部员工、合作伙伴都有要求：虽然整个爱力蒙特产品结构体系包含意大利两大高端进口岩板，但是我们会如实告诉消费者这些产品的产地，是中国制造就是中国制造，是意大利原装进口就是意大利原装进口。我们不能欺骗消费者，一定要诚信经营。所以我们对“信价比”非常注重。有信誉才会有价值，信誉越好，价值越大，所以我们叫“信价比”。

　　We have requirements for in-house staff and partners: Despite the fact that our product lineup includes high-end Italian imported sintered stones, some of them are manufactured in China. So we inform our customers of the origin of these sintered stones truthfully. We will never play foul with buyers and will remain committed to operation in good faith. That's why we pay great attention to "Reputation-Price Ratio". Reputation brings value. The more credit you have, the greater value you get. This is what we call Reputation-Price Ratio.

　　编者按：爱力蒙特在全球市场做商业调研后做计划书并严格按照计划书上的规划执行这个案例值得行业借鉴，这也是爱力蒙特成立不到五年时间遇见三年疫情仍旧能逆势生长的底层逻辑。事实上，笔者观察到我们行业也有一个成立五年，在成立之初也做了详尽调研、坚持原创以及鲜明特点的品牌，在这五年中也取得了瞩目的成绩。

　　Editor's note: Element offers a reference for the entire industry by strictly implementing its business plan formulated on the basis of a thorough business investigation across the global market. This is also the underlying logic for Element to resist against the downward trend over the past three years of rampant pandemic. In fact, the author also noticed another brand. Established after thorough investigation, this young brand, which is just 5 years old, also stays committed to its own originality and distinctive style that help it to make a big difference since its inception.

　　这个品牌的成功案例以及爱力蒙特的成功案例刚好相互佐证，可见一个明确的目标、详尽的计划以及坚持品牌理念初心对一个初创品牌的重要性。这两个品牌可以说给了行业一个宝贵的参考范例。

　　The success stories of Element and the brand aforementioned are just the corroborative evidences on how important it is for a brand to have clear targets, detailed plan and branding commitment. These two brands are valuable reference for the entire industry.

　　另外，魏贝赞在此处再次提到了长期主义、诚信经营以及商业底线，这与陶瓷资讯这些年来所倡导的马拉松精神、正道经营的精神是不谋而合的。事实上，企业经营最深层次的比拼也是理念的比拼、文化的比拼以及精神的比拼。

　　Long-termism, honesty in business and business bottom-line, as mentioned in the talk with Banson, just conform to the ideas of Marathon Spirit and lawful operation championed by Ceramic News all these years. In fact, the highest level of corporate competition lies in the competition among business philosophy, culture and morale.

　　喻月明：您刚刚提到没有底线的合作是不能长远的，从您的角度来看，一个是原创很重要，不能没有底线的抄袭，另一个是信誉很重要，要有“信价比”。但是刚刚我的思想又跳出去了，我认为还要加上一条，就是去年房地产行业的暴雷，这实际上也是没有底线的合作埋下的苦果。

　　Michael: You have just said that collaboration that treads on the bottom line will go nowhere. So from you point of view, originality is very important and plagiarism that violates the bottom line must be stopped; reputation is also very important since Reputation-Price Ratio must be prioritized. But I just want to add something new. The collapse of real estate market last year is just the consequence of unprincipled cooperation.

　　魏贝赞：其实在自然界我们可以看到这样一个现象：为什么很庞大的物种会消失？我们每天谈论丛林法则，就是因为这些物种自恃庞大，可以无所顾忌，可以没有底线去伤害其它物种，最终它就被自然淘汰了。我觉得平衡是最高的境界，如何达到平衡，这并不是一件容易的事。我们中国文化讲中庸，中庸不是消极，而是不偏不倚，积极向上做事，坚持长期主义，而不是为了短线，只有这样才能走的更远，这也符合我们新加坡总部集团的价值。

　　Banson: In our natural world, we can see a phenomenon like this: a certain species would extinguish. How come? We talk about the law of jungle every day, since some species consider themselves as the strongest, so they impose harm to other species unscrupulously to the extent that they are finally eliminated by nature in return. I believe the highest realm is to strike a balance. But to achieve the balance is never an easy thing. Our traditional Chinese culture emphasizes Zhongyong, or Doctrine of the Mean. It doesn't refer to a negative mentality, but a way of medium, namely to move forward positively and steadily to pursue long-termism rather than short-term results, which contributes to the continued development. Such idea is also in line with the values advocated by our Singapore-based group.

　　新加坡去年的疫情，大家都不容易，但是我们新加坡总部去年的业绩增长对比2020年是倍数级的增长。一方面是国际市场去年确实迎来了一波增长，另一方面就是不论我们遇见了怎样的大环境、经济变化，我们都坚持走自己的路，坚持初心实现我们的梦想。

　　Everyone was suffered greatly by the covid-19 pandemic in Singapore last year. But our Headquarters achieved exponential growth compared with that in 2020. Last year has seen a genuine expansion in global market. But most importantly, we stick to our path and commit to our aspiration unshakably regardless of any change in global market and economic situation.

　　这个梦想不仅仅属于爱力蒙特团队，还属于我们新加坡总部。所以我们坚持长期主义的价值观，一步一个脚印按照正确的商业价值逻辑发展事业。

　　Both Element working team and Singapore headquarters share the same aspiration. That's what encourages us to honor long-termism and develop our business along the righteous business logic and values steadily.

　　编者按：魏贝赞本次访谈自发的从自然层面、哲学层面以及国学层面剖析商业逻辑的本质是本次访谈值得惊喜的地方，令人眼前一亮。这个惊喜令人发现，原来魏贝赞不仅精通于产品，更是对哲学、对国学有着深厚的造诣，并且对自然法则充满敬畏。

　　Editor's note: In the interview, Banson offered his analysis on what business logic truly is from the perspective of natural world, philosophy and Chinese culture, which is impressive. But what is more impressive is that Banson, who knows everything about products, also excels in philosophy and Sinology with great awe of the laws of nature.

产品是品牌第一要素

Product Is The Primary Element of Brand

坚定以设计驱动型品牌为终极目标

BDD As Ultimate Goal

　　喻月明：爱力蒙特创立至今，公司管理运营等层面都有您的影子，但您给自己的定位却是“产品经理”。您是如何看待这个定位的？给自己定位“产品经理”又是基于何种原因？

　　Michael: Your influence has reached out into almost every aspect of Element since its establishment, like management and operation. But you credit yourself as a Product Manager. What do you think of this post? What are the reasons for positioning yourself as a "product manager"?

　　魏贝赞：事实上不仅在瓷砖领域，在其它领域中，品牌的成功，产品是第一要素。我们现在所谈的产品有狭义，也有广义。一个品牌发展如果要更加长远，一定从产品开始。如果产品体系不够完善，产品没有特色，做任何事情都是事倍功半。我们把产品这个基础打稳了，特别是基于精准定位打造的产品结构体系，就像建一栋大厦一样，地基打牢，具体上面的建筑结构以及装修风格都不必太过于担心。

　　Banson: In fact, in all sectors, including ceramics, product is the primary drive for a successful brand. The products we are talking about can be categorized in both the narrow and broad terms. The long-term success of a brand must be rested on products. An incomplete product lineup and featureless product will contribute not much help to the success of a brand. We must lay solid foundation for making products, especially the product lineup based on accurate positioning. Just like building a mansion, once you have consolidated the foundation, you will need not worry about how to design and decorate the structure above.

　　所以我们的展厅也选择了中国陶瓷总部的C位，中国陶瓷总部基地整个平台打造的好，所以我们展厅效果做出来非常满意，我们的客户也很满意。这就跟产品的理念一样，这是我们初创企业负责人要去思考的问题。

　　That's why we launched our showroom in the pivotal area of CCIH--a great platform that contributes to the customer satisfaction and showroom display. It's a process similar to defining product concept, which is an issue for startup leads to think about.

　　其它领域也有许多鲜明的案例，比如苹果就是从产品出发；再比如保时捷如果没有在2002年日内瓦车展推出卡宴这款产品，我估计保时捷的今天会很辛苦。我们看到很多著名的品牌，也是因为产品的影响而走得更久更远。

　　Similarly, in other sectors, there are many prominent instances. For example, Apple rests its market domination upon its creative products; if Porsche didn't launch Cayenne at the 2002 Geneva Auto Show, Porsche would still struggle on the market today. So we have noticed that product influences contribute to the sustainable growth of many world famous brand.

　　喻月明：接下来的这个问题可能会有点尖锐，您认为品牌的成功，产品是第一要素，并且提出爱力蒙特的终极目标是“设计驱动型品牌”，通过设计和技术的驱动，让消费者在空间和生活方式里获得最大的体验价值。但是我们知道商界有一句名言：“一流的企业做标准，二流的企业做品牌，三流的企业做产品”，您是如何理解这句话的？“设计驱动型品牌”既然是终极目标，在您心中的位置应该是凌驾于标准之上的，其中的逻辑是什么？

　　Michael: The questions we will ask might be tough for you. As you have put it, product is the primary drive for a successful brand. The ultimate goal of Element is to be a brand driven by design(BDD) as a way of maximizing the consumers' experience in space and lifestyle. But we know business community often invokes the ideas that: "third-tier companies make products, second-tier companies design brands, and first-tier companies set standards." So what's your opinion on that? BDD, as the ultimate goal for Element, must be rested upon some certain norms. What's the logic underlying?

　　魏贝赞：我认为凡事没有绝对，都是相对的，无论是做标准，或者是通过其它方式引领行业，其核心价值终归是离不开服务消费者的。在市场变化面前，创新是企业发展的动力源泉。原来我们看到很多著名的企业定制标准，这种标准是在某个阶段产生的，甚至会随着技术的发展、时代的发展产生变化。

　　Banson: There is no such thing as absolute truth. Everything is relative to one another. Whether it is to set standards, or drive the growth of an industry using other means, it's all about serving our consumer in the end. In the face of market fluctuation, innovation is the driving force of company growth. We have witnessed in history that many famous brands set standards for a specific period. These standards will vary with the upgrade of technology and our times.

　　就像岩板，它可以跟天然石材媲美，甚至在某些功能方面可以超越它。而目前这种产品标准却不好定义，不论是在中国，还是在意大利，因为它还不断迭代更新中。

　　Just like sintered stone, it can rival natural stones and even outperform in some functional use. But the standards for such products are not easy to define in China, Italy and other countries, since it's still being updated.

　　2006年，我在意大利西斯特姆工厂看到这种产品的1200mm×4800mmx12mm的抛光砖，当时拉米拉还没有正式量产，而这种产品却出现在西斯特姆专门生产设备的工厂里。在那个年代，这带给我们的震撼是可想而知。但是岩板发展了这么多年，全球至今为止还没有非常准确到位的标准出现。

　　In 2006, it was at the factory of System that I was first exposed to 1200mm*4800mm polished large-format ceramic slabs displayed in the factory of System manufacturing equipment. Laminam was still nowhere at that time. Back then, the shock to us was imaginable. However, after so many years of development, there is still no very accurate standard set in place in the world so far.

　　我们提出的设计驱动型品牌在其它领域已经很早就有了，比如苹果，还有一些手表、家具、医疗设备品牌都已经提出过。它的核心价值就是给客户提供最好的体验价值。我们是陶瓷行业首家提出这个目标的，所以我们目前还不敢说制定标准，只能说是提出这个目标并尝试去走这条路。我们会以这个作为终极目标，一步一个脚印去到达该目标的彼岸。

　　BDD, a concept we proposed recently, has long been championed by others, such as Apple, and some brands of watches, furniture and medical equipment. Its core value is to provide customers with the best experience. We are the first to announce this goal in the ceramic industry. It will be inappropriate to say that we are to set standards. We just put forward this idea and make attempts to move along this path. We will take this as the ultimate goal and reach the destination step by step.

　　在达到这个目标的过程中，我们需要做很多的事情。其中很重要的一点就是要在整个企业运营过程中打造一种设计思维，它必须是由设计与技术持续驱动。

　　There are many things to be done amid our goal-achieving journey. It's very important to nurture a thinking pattern driven by design and technology during the corporate management.

　　这不仅要通过产品驱动，更要通过空间价值驱动，让我们的消费者对爱力蒙特的产品在空间里呈现出来的装饰价值、文化价值、生活方式价值等方面获得最好的体验。我们在中国陶瓷总部基地的展厅叫“TREND HUB”，翻译过来叫“趋势中心”，我们叫它“潮窝”，这个地方也是充分用这种理念去呈现我们整个空间体验价值的。

　　To enable this, our products and space value must be emphasized, so that consumers have access to the best experience provided by the decoration, culture and lifestyle of Element products applied in specific space scenario. Trend Hub, our showroom in CCIH, is also nicknamed as Fashion House or Trend-setting Center. It's a place for delivering the experience value of our space.

　　喻月明：您刚刚聊天的过程中数次提到了中国陶瓷总部基地，对其赞赏有加，我们陶瓷资讯也是中国陶瓷总部基地中的一员，对总部基地提供的平台以及服务都非常认可。本次专访也是陶瓷资讯和中国陶瓷总部基地联合发起的，魏总可以分享一下您们和中国陶瓷总部之间的渊源；以及多年后，还是选择了中国陶瓷总部的原因吗？

　　Michael: You have mentioned and appreciated CCIH a lot. Ceramic News is also one of its members. CCIH is really a great platform that could provide great services for us. This exclusive interview is also jointly sponsored by CCIH together with Ceramic News. Banson, can you please tell us something about the relations between Element and CCIH? Also tell us why you choose CCIH after so many years?

　　魏贝赞：首先我要先感谢汤总，因为跟汤总认识也有十几年了。汤总在中国陶瓷总部整个运营管理过程当中是非常成功的。2017年，我们品牌成立之初就想在中国陶瓷总部基地拿下一栋展厅，但那时陶瓷总部租赁非常红火，没有找到合适的位置，所以那个时候我们只好暂时放弃。

　　Banson: First of all, I am so grateful to Tang. We have been friends for a decade. Tang is very successful in the operation and management of CCIH. Earlier in 2017, we have attempted to open a showroom in CCIH just right after the establishment of Element. But we couldn't find a proper location because of the scarce leasing resources at that time. So we just delayed our plan.

　　即便如此，汤总还是与我们保持紧密的联系，时常会来拜访。后来2020年疫情期间，汤总告诉我中国陶瓷总部基地的C位，以前玛拉兹的展厅空出来了，希望我们能考虑入驻。但是那个时候整个疫情还不明朗，我们请她再等一等。结果汤总真的等到疫情明朗后，也就是2020年年底再次与我联系展厅的事宜。

　　Even so, Tang keeps close contact with us and visits us from time to time. Later, during the pandemic in 2020, Tang told me that the booth of Malaci, located right in the best area of CCIH, was left vacant. She expected the new launch of our showroom. But the looming repercussion of pandemic was still right there. So we asked her to wait patiently. To my surprise, Tang did contact me again for the showroom issue at the end of 2020 when the pandemic seemed to be under control.

　　那个时候我被汤总的诚意打动了，开始详细与她商讨方案，她们后续的对接、服务都无可挑剔，最后在2021年我们便开始落地总部基地这个C位的展厅，入驻陶瓷总部。我们很认可总部基地提供的平台以及服务，也希望未来总部基地的产业链可以得到更多的优化。

　　At that time, I was moved by Tang's sincerity and began to discuss the plan with her in detail. Their subsequent match-making and service were satisfactory. Finally, in 2021, we began to make our ways into CCIH and launched our showroom in the pivotal area there. We appreciate the platform and services provided by CCIH, and hope that the industry chain of CCIH could be optimized in the future.

　　喻月明：我们入驻陶瓷总部基地后也得到了各个方面的赋能，对他们提供的服务非常认可，他们的确都是从用户的角度出发在做事情。那么您是如何看待行业未来的发展的？爱力蒙特未来的发展规划又有哪些？

　　Michael: We are also empowered in every aspect after subscribing to be a member of the CCIH. Its services are very helpful indeed since everything CCIH does is for the goodness of its users. So what's your expectation on the future development of ceramic industry? What are the future development plans of Element?

　　魏贝赞：未来中国陶瓷行业的发展我认为还有非常大的机会，因为中国的经济结构也在转型升级，国际大环境也在发生变化；第二个就是前面我提到的各项成本的变化；第三是房地产模式对我们整个行业造成的影响；最后就是后疫情时代我们应该创造怎样的模式来应对。

　　Banson: I believe there are still many opportunities right there for the growth of Chinese ceramic sector, since China's economic structure is in a transition to higher level and the global market is also changing. Besides, there are changes in costs as I have mentioned before; Also the impact imposed by the real estate model; The last is what kind of model we should create to deal with in the post-pandemic era.

　　面对以上几种变化，我们要有创新，未来的合作要更加高效。同时这些变化当中都孕育着新的机会，这种机会我还是认可价值增长的机会。价值增长的逻辑在中国这几十年发展过程中不断积累。这些积累不仅仅是物质的，还有对美的认知，对生活品质的追求、对精神层面的追求等等。

　　Faced with all these changes, we need innovation and more efficient cooperation. Among all the opportunities concealed in those changes, I still champion the value growth which is a logic that accumulates continuously in the past decades in China. Such accumulation is not only demonstrated in materials, but in our awareness of beauty, pursuit of better life and spirituality, etc.

　　未来，爱力蒙特不论经历着怎样的经济变化、疫情变化、国际大环境变化，我们还是按照我们初期的规划一步一个脚印把基础打稳。在不同阶段我们都遵循四季的运作方式，顺应自然规律发展。通过这样循序渐进的发展，我相信一定能够实现我们的三个初心目标：第一，成为值得被世界尊重的中国品牌；第二，实现我们的终极目标“设计驱动型品牌”，让爱力蒙特的产品为我们的消费者实现最大的空间体验价值；第三，实现我们的员工、我们的客户、我们的合作伙伴、我们的股东等整个平台层面的共赢。

　　In following years, Element will continue to consolidate its foundation step by step based on its initial plan regardless of the transformation brought by economy, pandemic or international landscape. We will follow the laws of nature in different stages of development. With such steady progression, we will be able to achieve our goals: 1) to be a reputable Chinese brand. 2) enable our ultimate goal of BDD and allow Element products to maximize the spatial experience value of consumers. 3) win-win cooperation among employees, customers, partners and shareholder.

　　编者按：谈到这个话题我们的访谈已经接近尾声，通过这次的专访笔者对魏贝赞有了更深层次的认识：他不单单只是一名高超的产品官，更是商业逻辑的洞察者。他洞察了自然规律并且把其应用在了企业管理之中以及他的商业信条之中。他数次提到了丛林法则、自然法则以及遵循自然规律运营企业。这次采访的过程中，笔者也了解到，爱力蒙特是一家一天工作7小时，实行单双休制度的企业。这对于陶瓷行业，尤其是初创陶企而言，更是难能可贵，也让我们对爱力蒙特的未来发展更加期待。

　　Editor's note: The interview was drawing to an end as our topic shifted. The author has gained more information about Banson in the interview. He is not just a senior product marketer, but a penetrator of business logic. He had insight into the laws of nature and applied them to business management. The law of the jungle, the law of nature and following the law of nature in business operation are the ideas he usually mentioned. During the interview, the author has also learned that Element embraces a work pattern of 7 hours a day and "big/small weeks”, meaning that staff work one Sunday every alternate weekend. This seems to be rare and commendable for ceramic industry, especially for ceramic startups like Element whose future development deserves our expectations.

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爱力蒙特首席产品官魏贝赞（左）

陶瓷资讯首席运营官喻月明（右）

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