(马可波罗)2013新产品推广文案(最终定稿).docVIP

2012 新产品推广文案新产品推广文案（2012.12.16） 2012 New Products Promotional Brochure （2012.12.16） 一、一、木纹砖木纹砖 I. Wooden Tile 创意源创意源及故事：及故事： Creation Source and Story “资源”、“污染”、“温室效应”已最为关注的三大问题。以“瓷”木代替“实”木是行业大 势所趋，也是陶瓷人为人类进步做出的积极努力。 “Resources”, “Pollution” and “Greenhouse effect” have become the three major issues drawing wide attention. It is the prevailing industrial trend with “ceramic” wood in place of “solid” wood and also the positive efforts made by the people in the ceramics industry for the human progress. 巴西橡木：CZ9962/CZ9964/CZ9966/CZ9968 Brazil Oak: CZ9962/CZ9964/CZ9966/CZ9968 南美柚木：CZ9952/CZ9953/CZ9956/CZ9958 South American Teakwood: CZ9952/CZ9953/CZ9956/CZ9958 罗马船木：CZ9840 Roman boat Wood: CZ9840 广广告告语语： Slogan: 畅畅享享绿绿色色生生活活 Enjoy Green Life! 卖点提炼：卖点提炼： Selling Highlight: 1.【喷墨、细腻喷墨、细腻、纯手工纯手工】纯手工雕琢的山形木纹理与自然清新的色泽完美的邂逅 与融合，呈现出饱满且极富层次的质感，在刚柔并济之间展现出一场灵动的家居 盛典。 1. Ink jet, Delicacy and pure hand-made casual encountering and integration of the pure hand-carved Yamagata wood texture and the naturally fresh luster combination to highlight the full-bodied and multi-tiered texture, thus presenting a dynamic home collection of the firmness and flexibility. 2.【时尚、前卫时尚、前卫、百变组合百变组合】依附实木的原生态纹理，但在颜色的选择上更亲近时 尚和白领人士的喜爱，或清新，或艳丽，或明快，将自然界木纹没有的色彩在瓷 木产品上创新演绎。并且可以根据消费者不同的喜好和需求随意切割，自由组合。 2. Fashion, forward-looking and changeable portfolio Eco-texture clung to the solid wood, yet the color selection is more inclined toward the preference of the fashion-lovers and white-collars as they are fresh, bright and lively lucid in color to creatively incorporate the colors of the natural wood grains into the ceramic wood products so that they are easier for customers to willingly cut off at random according to their various tastes and demands for the free assembly. 3.【自然、环保自然、环保、原生态原生态】以“瓷木”代替“实木”，绿色环保，避免了森林过渡砍伐， 从生态环境上给予了人性的关爱。 3. Natural, environment-friendly and ecological “Ceramic Wood” outshines “solid wood” as it is green and environment-friendly, favorable to protect the forest from being excessively cut, leaving more human care from the perspective of the ecological environment. 4.【防水、防霉防水、防霉、易打理易打理】源于木材而优于木材的理化性能更防水耐磨，易于打理， 经久耐用，实用美观，是居家最为理想的建筑材料。 4. Waterproof, mould-proof and easy for handling Products with the physical and chemical properties due to the timber but superior to timber, highly waterproof, wear resistant and easy for handling and durable for use, practically attractive as the most ideal building materials for decorating the home. 二、二、维罗纳石维罗纳石 Verona II. Verona 创意源及故事：创意源及故事： Creation Source and Story 【维罗纳】意大利石材资源极为丰富，生产矿点广布。特别是以卡拉拉为中心的西海 岸和维罗纳最为有名，并且在质量和相关的石材开采加工设备也属世界一流。而维罗 纳又是意大利最古老、最美丽和最荣耀的城市之一，拉丁语的意思为“极高雅的城市”, 全球最负盛名的石材展每年就在这里隆重举行。 Verona Italy is abundantly rich in the stone materials with mining sites scattered nationwide. Particularly, West Coast and Verona are the famous centers of Karla Stone, so it follows that Italy is the world-class attraction in quality and the mining and processing of the relevant stone materials. Verona is one of the most ancient and most beautiful and brilliant cities in Italy. Actually it is called as “the most elegant cities” in Latin. The prestigious stone materials fair in the world is grandly convened here each passing year. 广广告告语语： Slogan: 纯美高雅，璀璨珍贵； Purely beautiful and elegant to brilliantly highlight its precious value; 卖点提炼： Selling Highlight: 1. 【意大利石材的代表意大利石材的代表】作为维罗纳产区最负盛名的大理石，作为石材展会的年度明 星产品，维罗纳系列是经典的代表； 1. Typical representative of Italian stones The most prestigious marble from Verona mining area as the annual superstar product at he stone fair Verona Series stand out as the classic representative. 2. 【精益求精的材质突破精益求精的材质突破】马可波罗维罗纳系列在保证石材纹理色泽的基础上，将陶 瓷肌体的耐磨，硬度，耐腐蚀等物化性能的优势强强叠加，使得维罗纳以最完美的 姿态胜任家居的设计应用； 2. Perfection-sought material breakthrough Marco Polo Verona Series superimpose the advantageous physical and chemical properties of the ceramic texture, say, wear-resistance, hardness and anticorrosion based on the stone texture and luster to render the most perfect features of Verona Series widely acceptable fro the home decoration and application. 3. 【提升空间面积的色彩搭配、产品规格齐全提升空间面积的色彩搭配、产品规格齐全】色泽清丽淡雅，可以在视觉上提升装 饰空间的面积感，规格大小兼备，满足不同户型的需要； 3. Elevating the color sorting in the space with product specificationsa collection of bright and freshly elegant color and luster can visually enhance the dimensional sense of the decoration space with full range of specifications to meet with the demands of different home dwellers; 配件：圣百花配件：圣百花 Accessory: PIAZZA DEL DUOMO 创意源：创意源：圣母百花大教堂位于意大利佛罗伦萨。有人称这是世界第三大教堂。 Creation Source: Notre Dame Cathedral is located in Florence, Italy, which is also referred to as the third largest cathedral in the world. 这是一座哥特式的建筑，高 106 米，其外部以绿、白、红三色大理石装饰， 应用建筑学、几何学原理设计修建。显得格外雄伟壮观。 This is a Gothic building, standing 106 meters high, artistically decorated with trio-color marbles, respectively in green, white and red; designed and built on the principle of architectonics and Geometry. It is so majestic. 图案设计：图案设计：吸取圣母百花大教堂建筑元素的几何特征，协调的色彩搭配，现代 时尚简约的取舍从而衍生设计出一套集建筑元素的陶瓷产品配套。 Pattern design: Absorbing the geometrical essences of the architecture elements of Notre Dame Cathedral, coupled with the coordinated color pattern and modern fashionable and simplistic preference, thus deriving and designing a complete set of ceramic product package integrating the architecture elements. 三、布拉格三、布拉格 Prague III. Prague 创意源及故事：创意源及故事： Creation Source and Story 【布拉格】是欧洲大陆的中心，号称欧洲最美丽的城市之一。其建筑以巴洛克风格见 闻于世，布拉格建筑色彩极为绚丽夺目（红瓦黄墙），因而拥有“千塔之城”、“金色城 市”等美称。布拉格依山傍水，古迹众多，小城区保存着中世纪风貌，街道两旁尽是 风格各异的建筑,流光异彩般从眼前掠过，仿佛一场奇幻之旅就此明媚上演。 Prague is the center of European Continent, highly reputed as one of the most beautiful cities in Europe. Its buildings are famous for the Baroque style while Prague buildings are brilliantly magnificent in color (red tiles and yellow walls), so it enjoys the fame as “the City of pagodas” and “the golden city”. Prague stands imposing against the mountains and waters with so many relics around. The urban areas are well preserved with the medieval style with extraordinary buildings flanking the streets, radiating the glooming brightness and flashing past the eyes as if an elegant presentation of the fantastic journey. 广广告告语语： Slogan: 1.引引领领精精美美格格调调生生活活； 1. Leading a life of excellent style 卖点提炼：卖点提炼： Selling Highlight: 1. 【金色之城的代表颜色，变幻的空间铺排金色之城的代表颜色，变幻的空间铺排】梦幻的金色和薄霭般的蓝灰色，代表布 拉格的清晨和黄昏； 1.Typical color of the Golden City the fantastic spatial layout The dreamy golden and misty blue and grey combination, highly epitomizing the early morning and twilight of Prague. 2. 【色彩的明暗深浅，彰显细微之处的精致色彩的明暗深浅，彰显细微之处的精致】每片产品上的色彩和明暗变幻，在细节 出凸显灵动秀美的方寸组合； 2. Bright and dark color pattern to highlight the subtlety each tile is darkly and brightly colored to highlight the dynamic and elegant detailed combination; 3. 【顶尖水平的琉璃釉，更严密的砖体保护顶尖水平的琉璃釉，更严密的砖体保护】最新研制的琉璃釉工艺，覆盖在砖体表 面，在提升砖面亮度的同时也为砖体的抗污，耐磨做了更好的保护； 3. Top-notch colored glaze to better protect the tilesThe latest R 四、撒哈拉砂岩四、撒哈拉砂岩 Sahara IV. Sahara 创意源及故事：创意源及故事： Creation Source and Story 【撒哈拉砂岩】撒哈拉沙漠是世界最大的沙质荒漠，位于其中部的的卡尔纳塞山谷 （Karnasai Valley），在金色的沙丘上，屹立着千沟万壑的砂岩塔。如同古老建筑 的支柱，历经狂风沙暴的席卷，岿然不动，在广袤的苍穹下呈现圣洁雄壮的气势。 Sahara Sahara Desert is the largest sand desert in the world, located in Karnasai Valley in the middle part with the Sandstone tower standing so imposing among the Millions of gullies against the golden hills as if the pillars of the ancient building, having weathered the sweeping sandstorm but remaining as it is against the vast expanse of land and vividly presenting the grandeur and purity. 广告语：广告语： Slogan: 看看得得见见的的阳阳光光色色彩彩，触触得得到到的的岁岁月月积积淀淀； 1. Visible sunshine and brightness, experiencing the eternal accumulation; 卖点提炼：卖点提炼： Selling Highlight: 1. 【高贵庄重的色彩，细密之间的起伏变幻高贵庄重的色彩，细密之间的起伏变幻】饱满温馨的色调，深受人们喜爱，结合 3D 喷墨技术，使得砖面逐渐变化的纹路在统一的主题下各自演绎精彩； 1.Noble and majestic colors, subtly fluctuating changesFull-ranging color, highly favored by people and combined with 3D ink jet technology to bring the texture of the gradually changing tiles into the self-interpreting excellence under the unified theme; 2. 【独具匠心的手工模具独具匠心的手工模具】自然且圆润过渡的模具收边真实再现原貌砂岩在自然界中 呈现的曼妙风貌； 2.Unique hand-made moldNatural and smoothly round mold with the edge representing the original sand rock against the graceful outlooks in the nature; 3. 【珍贵的自然矿物闪点，提亮空间色彩珍贵的自然矿物闪点，提亮空间色彩】如繁星闪烁的矿物颗粒，在光源的烘托下 熠熠生辉，为祥静的室内空间提亮了色彩，增添了灵韵； 3. Precious natural mineral spotlight, illuminating the colorful space Star-like glaring mineral particles sparkling against the light source to add luster and color to the peaceful and quite indoor space together with the charming aura; 4. 【立足环保，品质卓越立足环保，品质卓越】马可波罗撒哈拉砂岩在重现原生矿颜色和纹理的同时，在 物化学性能上精益求精。相比极易风化的自然砂岩，更防水耐磨，易于打理，经久 耐用。 4.Environment friendly with superior quality Marco Polo Sahara demonstrates the physical and chemical features in representing the eco-mineral color and grain of Sahara. Compared with the easily weathered natural rock, it is more waterproof and wear resistant, easy for handling and durable for use. 【撒哈拉砂岩配件】： Sahara Accessories: 该系列从撒哈拉岩画中捕捉到设计灵感，花砖表面做旧的自然凹凸图案仿佛历史留下 的打磨痕迹，准确而简练的刻画了古代非洲人在烈日照耀的狩猎过程中热情的奔跑， 酣畅的驰骋，给人无限遐想。 This series derives its inspiration form the Sahara petrogram, and the naturally olden relief pattern of the tile surface as if left with the historically imbued with wearing vestige to exactly and simply depict the zealous running of the ancient Africans in the hunting process against the burning sun, with the hearty galloping and the endless imagination. 五、五、翡翠玉石翡翠玉石 Jadeite V. Jadeite 创意源及故事：创意源及故事： Creation Source and Story 【翡翠玉石】翡翠亦称翡翠玉、是玉石的一种，颜色呈翠绿色或红色。以绿色最为常 见，而碧绿翠绿色者则为上品。马可波罗翡翠玉石将一派生机勃勃的生命之色运 用到设计应用中，让疲惫焦虑的心灵在产品营造的静谧优雅的环境中得到释放和洗 涤。 Jadeite Green jade, also called Jadeite as a kind of jade in Emerald or red, but green in most cases. However, the dark green jade is superior in quality. Marco Polo Jadeite applies the vigorous life into the design to release and rinse the fatiguing soul into the peaceful and elegant environment created by the products. 广告语： Slogan: 1.玉玉境境悠悠远远，华华美美天天成成； 1. Leisurely jadeite presents the luxuriant supremacy; 卖点提炼：卖点提炼： Selling Highlight: 1. 【3D 喷墨及微晶技术的喷墨及微晶技术的联袂突破联袂突破】3D 喷墨联袂微晶复合技术的产品，将翡翠色纯， 纹细，质密，光透的品相特点推崇到极致； 1. Perfect combination of 3D ink jet with microcrystalline technology The products based on the Perfect combination of 3D ink jet with microcrystalline technology give full scope to the pure green jade, delicate grain and dense texture and the transparent quality and the highly honorable extremity. 2. 【生命之色的应用，给予心灵的抚慰生命之色的应用，给予心灵的抚慰】最经典的绿色认知生命的色彩，让心灵经此 留年得到最大的平衡和放松，宜室宜家； 2. Application of life color to pacify the mind The most classic green to recognize the life and render the mind eternally relax and balanced to the maximum and everything is comfortable at home. 3. 【品相的承接，品质的超越品相的承接，品质的超越】青出于蓝而胜于蓝，马可波罗微晶翡翠玉石有着天然 翡翠一脉相传的通透，华美，但是在品质上却更显超越。质地均匀、密度大、硬度 高、抗压、抗弯、耐冲击等性能均优于天然翡翠，经久耐磨，不易受损，更没有天 然翡翠中常见的细碎裂纹。 3. Superior Quality and Excellent Products The new coming from the old is better than the old. Marco Microcrystalline Jade enjoys the transparency of the natural jadeite with elegance, and even superiority in quality. The even quality and huge density coupled with Anti-Pressure, bending resistance and shockproof, etc., as it is superior to the natural green jade and durable for wearing and not easily damaged, let alone the cracking commonly seen in the natural jadeite. 六、六、翠玉石翠玉石 Dermatoid VI. Dermatoid 创意源及故事：创意源及故事： Creation Source and Story 【翠玉石】以其鲜艳欲滴的色泽和数量稀少而成名于世，从黄绿，鲜绿到墨绿，各 种绿色相互交织，绚丽多变。因为这种宝石具有可与钻石媲美的金刚光泽，闪烁异 常，令人叹为观止。优质的翠玉石可与祖母绿不分伯仲。人们通常用翠玉石铺镶底 座作为戒指和胸针陪衬。 DermatoidIt is famous in the world for is freshness in color and the rarity in quantity, mainly in olivine, bright green and green black, all greens are brilliantly interwoven. This kind of precious stone is endowed with the adamantine luster that can be well matched with diamond, shockingly radiating the extraordinary glinting. The excellent Alexandrite stone can not be easily differentiated from emerald. People usually use jadeite as the inlaid base to cushion the ring and brooch for a perfect combination. 广告语：广告语： Slogan: 1. 聚聚山山水水之之灵灵韵韵，成成砖砖石石之之大大美美； 1. Integrating the Aura from water in a large collection of excellent tiles; 卖点提炼：卖点提炼： Selling highlight: 1. 【3D 喷墨，细节一览无余喷墨，细节一览无余】立体 3D 技术，将翠玉石本身丝状晶体去芜存菁地保留 在砖体表明，让产品形神兼备。细节的完美呈现，传递给您奢华极致的空间畅享； 1.3D ink jet to fully demonstrate all details 3D technology inlay the trichite of jadeite into the tile by removing the impurities so that the products is highly imbued with all excellence and magnificence with the perfect details to bring the luxury into the space; 2. 【钻石光华，熠熠生辉钻石光华，熠熠生辉】通过钻石级打磨技术的严苛精修，使得马可波罗翠玉石系 列保留了原石最耀眼的光泽和亮度，璀璨光华，徐徐生姿； 2. Brilliant diamond with splendid eleganceThe product goes through the rigorous refining of the diamond grinding technology, so Marco Polo Dermatoid series retains the most brilliant luster and brightness of the original stone with the gleaming resplendence; 3. 【玉出名门，引领风潮玉出名门，引领风潮】马可波罗翠玉石以俄罗斯乌拉尔山脉珍稀原石为开发题 材，通过成熟精湛的工艺锤炼：多次超平淋釉，全新全抛镜面处理，超纳米防 污技术等，使得系列产品在耐磨、光泽、吸水、防污等各性能方面独占鳌头， 成为行业品质标杆。 3. Jade in a class of itself will lead the trend Marco Polo Dermatoid is based on the rare original stone from Ural Mountains in Russia as the major material which is manufactured into the product with the sophisticated processing technology by applying the super-plain waterfall glaze for the brand-new polishing mirror processing with the Ultra-nano antifouling technology, etc., so that the series of products can excel other identical products in terms of wear resistance, luster, water absorption and antifouling and other properties, so it has become the quality pacesetter. 配件配件【香香水水百百合合】 Accessories Casablanca lily 卡萨布兰卡，百合中的一种，又称香水百合，它是一种充满回忆的花，花语是淡薄 的永恒，伟大的爱。 Casablanca, one of lilies, is also called Casablanca lily which is a flower reminiscent of a good memory. Its flower is the faint eternality and the great love. 七、庞贝石七、庞贝石 Pompeii VII. Pompeii 创意源及故事：创意源及故事： Creation Source and Story 【庞贝石】庞贝，位于意大利南部那不勒斯附近，是亚平宁半岛西南角坎佩尼亚地区 一座历史悠久的古城，1900 多年前它是世界上最美丽繁华的城市之一。公元 79 年毁 于 维苏威火山大爆发。但由于被火山灰掩埋，街道房屋保存比较完整，从 1748 年起考古 发掘持续至今，为人类了解古罗马社会生活和文化艺术提供了重要资料。 如今的庞贝 古城已被联合国教科文组织定为世界文化和自然遗产，游客们称这里是“天然的历史博 物馆”，每天它吸引着数以万计的来自世界各地的游人们来这里驻足参观。 Pompeii Pompeii is located somewhere next to Naples in the south of Italy as an area in Campania region at the southwest corner of Apennine Peninsula. It is an ancient city with a long history. More than 1900 years ago, it was one of the most beautiful and busiest cities in the world. In 79 AD it was destroyed in the Vesuvius eruption. However, it was buried in the volcanic ash but the houses and streets were reserved in the comparatively complete conditions. From the 1748 Archaeological excavation until today, it has provided the important materials for humans to understand the Roman social life and the cultural art. Todays Pompeii has been identified by UNESCO as the world cultural and natural heritage and tourists called it as “the natural historical museum”, so it can attract thousands upon thousands of tourists from every corner of the world each day for a sightseeing or travel. 广告语：广告语： Slogan: 1.欧式生活，高贵典雅；欧式生活，高贵典雅； 1. European Lifestyle, Classic Elegance; 卖点提炼：卖点提炼： Selling highlight: 1. 【纹理细密，复古演绎】晶润而又凹凸起伏的砖面，是仿古和全抛技术的跨界之作， 质地细腻，晶石还原，将欧式古典的应用引入到一个新的范畴； 1. Densely distributed texture for Retro interpretation crystal-moistening and concave- convex tile represents the trans-boundary products of Retro interpretation and full- polishing technology. Delicate texture and cyanite restoration facilitates to apply the European classic into a new category. 2. 【真石品格，粗放大气真石品格，粗放大气】立体 3D 喷墨技术记录原石表明矿物颗粒及纹理组织的点 滴变化，再现原生态的石材风貌，粗犷豪迈，气宇不凡； 2. Real stone with rough flavor 3D ink jet technology records mineral particles on the real stone and the detailed changes of the textural organs to represent the ecological stone flavors with rough elegance and magnificence. 3. 【原矿取材，品质上乘原矿取材，品质上乘】该系列以意大利优质进口大理石为开发题材，通过成熟精 湛的工艺锤炼：全新立体抛釉处理，超纳米防污技术等，使得系列产品在耐磨、光 泽、吸水、防污等各性能方面独占鳌头，成为行业品质标杆。 3. derived from the original mine with superior quality This series is based on the Italy- imported marble as the R 2. 【独具匠心的手工模具独具匠心的手工模具】手工模具的设计错落有致，横竖交叠，粗细有序，极力刻 画了西班牙广场红砖排布的原味风貌； 2. Hand-made mold with ingenious workmanship Hand-made mold is designed with disorderly pattern with the vertical and horizontal overlapping layout, rough but orderly to strongly present the authenticity and flavor of the Spanish Square Red Tile layout. 3. 【品质卓越，防滑耐磨品质卓越，防滑耐磨】砖体表面特殊的立体构造及进口耐磨釉，大大提高了防滑 能力和耐磨系数，动静皆宜； 3. Supreme quality with a portfolio of anti-wear and anti-slip functionsThe 3- dimensional structure and imported Wear-resisting glaze to greatly enhance the Anti-skid ability and wearing coefficient for a dynamic and static combination. 十一、十一、1295 P 红堡系列红堡系列 PPALACE XI. 1295 P: PPALACE 创意源及故事：创意源及故事： Creation Source and Story 【1295P 系列】阿尔汉布拉宫（Alhambra Palace），西班牙的著名故宫，因阿宫主要 是红砖制成，阿拉伯语意为“红堡”。阿宫是摩尔人留存在西班牙所有古迹中的精华， 有“宫殿之城”和“世界奇迹”之称。 1295 P Series Alhambra Palace, the famous palace of Spain, has gained such a reputable name “Red Castle” in Arabic as it is mainly built of red brick. Alhambra Palace is the essence out of all Spanish relics preserved by the Moors, thus highly reputed as “the City of Palaces” and “A World Wonder”. 广告语： Slogan: 1295P 系列：古典浪漫的空间带给您最尊贵的享受； 1295P Series: The noblest enjoyment brought to you by the classic and romantic space. 卖点提炼：卖点提炼： Selling highlight: 1. 【深度复古，鲜艳绚丽深度复古，鲜艳绚丽】将复古之风发挥到极致，夺目的色泽更是经历重重仿古工 艺的历练方能尽情展示； 1. Profound retro with brilliance and luxuriance To bring the retro style into the full play, the dazzling brightness facilitate the fully presentation of the dexterity of the retro processing. 2. 【层次起伏，过渡自然层次起伏，过渡自然】手工模具雕琢的起伏变化伴随着砖面云彩晕染的色彩过渡， 在纹理与颜色巧妙融合的同时瞬间转换了时空，将地中海的休闲生活跃然于砖面之 上。 2. Fluctuating tiers with transitional beauty The fluctuating hand-made mold carving transforms itself to the glazed and tinted colors to present the transitional space highly combined with t