On April 18, the "China Slate Application Summit Forum and Melchi Brand" was jointly held by China Building Standards Design Institute, Mona Lisa Group, and Guangdong Green House Construction Technology "Strategic Press Conference" was held at the China Ceramics Headquarters Base to discuss the innovative applications and development opportunities of slate in the field of architectural decoration.
The high-end slate brand "Merchi" was officially launched
At the press conference, Wang Qiang, general manager of China Construction Construction Technology (Beijing) Technology Co., Ltd., published "Application and Practice of Prefabricated Interior Decoration". Wang Qiang pointed out: "Prefabricated decoration is a powerful means of residential industrialization and will usher in a trillion-level market space." At the same time, Wang Qiang proposed five dimensions of prefabricated decoration, including design, manufacturing, construction, materials and users. Comprehensive requirements, through industrial collaboration, to establish an efficient product supply chain system.
Keynote speech by Wang Qiang, general manager of China Construction Engineering Corporation
Based on the characteristics of slate products and the market development space, Mona Lisa-Green House Construction officially launched the Mona Lisa Group's high-end slate brand - Melchi. This is another major measure to accelerate the layout of the slate market in order to adapt to the application development trend of slate in the field of architectural decoration and accelerate the layout of the slate market since Mona Lisa Group released Melchi's "Stone Channel Customized Slate" in 2020.
Merqi, whose name comes from Melzi Francesco, is the "heir" and "artist" of Leonardo da Vinci's masterpiece "Mona Lisa" and the Renaissance. "Beauty" means being born toward beauty, "er" means being extraordinary, and "qi" means witnessing miracles.
Melchi’s brand connotation
"Merchi positions high-end slates, seizes the 'slate' market in the construction and decoration industry with a redefined attitude, and systematically promotes 'architectural slates'." at the press conference , Meng Zhengqiang, general manager of Guangdong Green House Construction Technology Engineering Co., Ltd., a wholly-owned subsidiary of Mona Lisa Group, delivered a keynote speech, interpreting the importance of Mona Lisa Group in launching the Melchi brand from the perspective of marketing strategy and market layout meaning, and deeply analyze the brand origin and brand connotation of Melchi.
Meng Zhengqiang, General Manager of Green House Construction Technology, shared the theme of building slates
Meng Zhengqiang divides the slate category into four major categories
For the full-scenario application of rock slabs, Melchi rock slabs currently have 760×2550×13.5mm, 750×1500×10.5mm, 1200×2400×5.5mm, 810×1410× Systems with various specifications such as 5.5mm, 810×2010×5.5mm, cover all-scenario applications in home and commercial spaces such as wall and floor decoration, background walls, and cabinet countertop customization, focusing on the full-case application of building slate.
▲▼Meerqi rock slab full-scenario application product system
Redefining architectural slate
With&ldqWith the theme of "Redefining Architectural Slate", this event invited industry experts to conduct in-depth discussions and exchanges on the product development and application innovation of slate in the field of architectural decoration, especially in the field of prefabricated construction.
▲Liu Xiaomin, general manager of China Foreign Trade Guangzhou Exhibition Corporation, said that the concept of building slate will be an important trend vane for the 2021 Guangzhou Construction Expo. This year's Guangzhou Construction Expo will set up a dedicated slate pavilion. I believe that Melchi will shine brightly at the Construction Expo.
▲ Zhang Chuanxi, founder of China Haute Couture Exhibition and Haute Couture Club, said: “In the past two years, haute couture has become more and more popular, and slate has become the standard material for haute couture. In 2020, almost all high-end brands use slate, and domestic slate brands account for a high proportion.”
▲Deng Qitang, director and vice president of Mona Lisa Group, said: "The promotion of prefabricated decoration in China must be revolutionary, and this is consistent with the pace of our brand. Create an ecosystem of new ceramic materials, cross boundaries, and become an international leader in ceramic slabs. ”
▲ Wei Xi, deputy director of the Prefabricated Building Research Institute of China Building Standards Design Institute, proposed the establishment of a Melchi slate component system, including floor systems, furniture systems, etc., which is very important for prefabricated buildings. Or high-end customization to form a comprehensive rock slab system plays an important role in promoting. ”
▲Wang Qiang, honorary director of the Prefabricated Interior Research Center of the China Architectural Design Institute, said: "Better industrial integration of slate and prefabricated decoration needs to be considered from the perspective of customers and users. , find the unique value of the product, solve the user’s pain points, and satisfy the commonalities between customers and users. ”
▲Liu Xiaoming, editor-in-chief of China Ceramics Network, pointed out: "In the past, ceramic tiles were used for indoor wall and floor decoration, but Melchi proposed the cross-border construction field to promote the real architecturalization of ceramic tiles.. ”
The launch of the Melchi slate brand is based on Mona Lisa’s 15 years of deep cultivation in the field of thin slabs, large slabs and slates. It subverts the traditional ceramic tile marketing model and covers everything from construction to construction. to various application fields of home furnishings, and step by step from the field of architectural ceramics to the fields of home customization and prefabricated decoration.
