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2025建陶大会第六期：超防污5.0美学新纪元揭秘

来源：家居百科时间：2025年10月15日 09:59

Driving Growth in Building Ceramics: The Real Engine Beyond Aesthetics What is the Real Engine Behind the Continuous Growth of the Building Ceramics Industry?

As the "aesthetics competition" in the home industry enters a fatigue phase and the marginal effect of technological iteration becomes increasingly prominent, the building ceramics industry is facing a core question: after the complex风口 (fengkou, "windward") opportunities, what is the real engine that drives continuous industry growth?

The 6th episode of the "2025 Home Product Trend Conference" takes "Super Anti-Pollution 5.0" as a landmark case, delving into deep thinking around "from missing the风口 to defining the风口". This episode clearly reveals that the next destination of the industry will shift from chasing surface风口 to deeply cultivating user essential needs; from a single-polar aesthetic competition to a new stage where "functional aesthetics (anti-pollution + aesthetics) and long-termist experience (durability, easy to clean)" are integrated and drive product value together.

Guests of the 6th Episode of the 2025 Building Ceramic Product Trend Conference

Trend Consensus

A cognitive upgrade on the essence of competition

The consensus of the forum clearly indicates that the value anchor of the home market has shifted. The consumer decision-making logic is turning from the pursuit of obvious style to the in-depth consideration of the隐性 core of the product, that is, durability, ease of cleaning, low maintenance, and other long-term use values.

Chen Zhen Guang, Deputy Director of Guangdong Ceramics Association

From the industry evolution history, Chen Zhen Guang points out that the building ceramics industry has gone through the "Quality Era" and the "Decoration Era", and now it must enter a new stage of "aesthetics and quality". He emphasizes that functional quality is the foundation for winning consumers' long-term trust, while aesthetics is the added value. In the current "competition era", enterprises should strive to meet the "5A quality standards" and take "good materials" as an important support for the national "good house" strategy, truly achieving anti-pollution in production and R&D. He even proactively proposes that "the industry should extend from 'selling products' to 'making systems, making systems', expand the application boundaries of tiles, and enterprises should strive to lead consumption".

Li Zhuming, Founder/Design Director of Qingyongli Design Research Institute

Starting from "users' real life scenarios", Li Zhuming, the founder and design director of Qingyongli Design Research Institute, reveals the "implicit logic" of "functional needs": the "lifestyle relaxation" of young users needs "functional support". The prevalence of "comfort economy" among the younger generation, coupled with the rise of pet families and commercial entities such as SPA and health care, puts extremely high requirements on the anti-pollution and easy-to-clean properties of tiles. He believes that "function itself is a form of aesthetics", and the real high-end is not about quantity, but about quality: less maintenance, less anxiety, less time cost. Therefore, the integration of functional materials and design aesthetics is a trend.

Wei Zhenjun, Product Director of Brand and Product Center, Third Department, Xinjincheng Group

As a brand practitioner, Wei Zhenjun reveals the iteration from 1.0 to 5.0 of "super anti-pollution" technology with a user-centered culture and "pursuit of perfection" corporate spirit. He shared the process of formula adjustment, countless tests, overcoming the quality problem, and how to transform technical advantages into consumer-perceptible and tangible trust through terminal "protection platform", laying competition, online and offline keyword layout, and other "simple and efficient" experiential marketing. Super anti-pollution 5.0 is not just the end of technology, but the starting point of human living experience.

Zhang Yingmei YOYO, Chairman of Chao Tan Media, General Manager of Home|Tile of NetEase News

With media insights, Zhang Yingmei YOYO directly points to the essence of the industry: the industry is experiencing a value return from "dream-making" to "solving problems". When the aesthetic dividend subsides, functional experience becomes the new trust currency. The core of enterprise competition is no longer to tell users how good the product looks, but to prove that the product can make you more carefree. This value migration from "visual pleasure" to "relief of the body and mind" is the true industry upgrade.

The Value Map of Super Anti-Pollution Products

Under the dual adjustment of the industrial and consumer structure, "new quality consumption" and "mental communication" are the core driving forces and breakthrough secrets of brand growth. Behind them is the core carrier of "content + scenario" and the strong connection relationship with users to build "trust" and "identity".

The industry value of Xinjincheng "Super Anti-Pollution 5.0" precisely hits every dimension of this value map. It is not simply chasing the technological风口, but starting from user needs, transforming the basic function of "anti-pollution" through ultimate R&D into core value, and with the help of scenario-based experience and efficient communication, successfully making it a powerful carrier of brand trust and realizing the leap from "missing the风口" to "defining the风口". It provides a model for the industry to shift from product thinking to user life thinking.

Systematic Construction of the Experience Ecosystem

From single-point breakthrough to collaborative evolution of value network

If the innovation of function cannot be integrated into a complete experience ecosystem, its value will be difficult to fully release. The consensus of the forum clearly points out that the future industry competition will be the competition of ecological collaborative ability.

1. The closed-loop construction of R&D and user ends is the foundation. Enterprises need to establish a continuous iteration mechanism of "user scenario insight → technology research and development orientation → terminal experience verification → user feedback recovery".

2. The cross-border collaboration of the industrial value chain is the key. Designers convert life language into functional requirements, manufacturing ends convert functional requirements into technical solutions, marketing ends convert technical advantages into perceptible trust scenarios, and service ends ensure perfect delivery of experience. This requires breaking through traditional barriers, building a collaborative network around a common value proposition.

3. The establishment of consensus on industry standards and consumer cognition is the guarantee. In the face of the generalized concept of function, brands and industry associations need to work together to promote the establishment of a clear, verifiable functional standard system, which is not only the protection of innovators, but also the inevitable requirement for reducing consumer decision-making cost and expanding the functional category market.

The core logic of Xinjincheng "Super Anti-Pollution 5.0" industry practice is to build such a "user-oriented" collaborative network. It starts with in-depth user insight, overcomes the core function through ultimate R&D, and through terminal experience and industrial collaboration, it elevates a core technology into a market consensus and consumer trend that can be touched, and finally realizes the ecological leap from single product innovation to leading industry value return.

Conclusion: The Ultimate Logic of Defining the风口 - Returning to the Origin of User Value

In 2022, when Xinjincheng developed super anti-pollution products, the market was still "facing the aesthetic风口". In 2025, anti-pollution has become the "standard" of the industry, which is not "missing the风口", but "laying out in advance". The profound meaning of "Super Anti-Pollution 5.0" is far more than the iteration of a technology. It is a profound reconstruction of the industry value logic. It reveals an essential law: the real风口 never lies in the distant technological forefront, but in every user's most simple and essential life pain point.

When the industry says goodbye to the busy pursuit of "style cycle", when enterprises return to the essential role of "problem solver", we see an collective evolution of industrial values from pleasing the eyes to respecting life, from creating demand to responding to demand. Xinjincheng's practice proves that with the "user-first" as the starting point and the "pursuit of perfection" as the path, basic functions can also be upgraded to the strongest city wall of the brand.

The future has come. It does not belong to those speculators chasing the wind, but belongs to those who can sink their hearts and minds, and continuously innovate the product deeply rooted in the soil of user life.