褪去连年增长的“高光时刻”，2024年，陶瓷行业正面临着前所未有的生存压力与更复杂多变的困难挑战。当陶瓷产销形势加速下行，市场需求持续低迷萎缩之时，爱力蒙特于年初提出了“活着现在，创着未来”的主要纲领，并表示：活着，方能行远四方，稳定，才能进而有为。

The ceramic industry, after enjoying years of robust growth, confronts unprecedented challenges in 2024, including severe survival pressures and complex, fluctuating adversities. At the start of the year, Element articulated its guiding principle: "Survive the present for our future" highlighting that only through survival can stability and progress be achieved.

这个今夏，陶瓷人闻停窑色变，身处硝烟四起的竞争环境，面对行业加速洗牌下的剧烈震荡，7月25日，新加坡合发利集团以“行稳致远”为主题，在爱力蒙特Trend Hub举行【新加坡合发利中国区战略发布】，针对国内消费需求疲弱，行业内卷加剧，工程端与零售端双重承压等问题，提出全新战略规划，重点围绕产品、渠道、经营、资源整合等板块的升级优化，多措并举助力爱力蒙特破“卷”发展，稳中前行。

This summer, amid drastic industry consolidation and the alarming trend of kiln closures, Hafary Group hosted the Strategic Announcement for Hafary China at the Element Trend Hub on July 25. The event's theme, "Steady Progress for Long-Term Success," addressed the slackening domestic demand and heightened competition within the industry. In response to dual pressures from the engineering and retail sectors, Hafary unveiled a new strategic plan. This plan focuses on the comprehensive upgrading and optimization of products, channels, operations, and resource integration to support Element in overcoming challenges and achieving stable development.

发布会伊始，新加坡合发利集团董事长Mr.Low Kok Ann、爱力蒙特董事总经理魏贝赞、董事陈在丰共同举行挂牌仪式。合发利控股此次挂牌标志着集团对中国市场的重视，同时也代表着集团坚定看好爱力蒙特这一项目的长远发展前景，将持续扩大对中国的投资，聚力赋能品牌向上生长。

The announcement event commenced with the unveiling ceremony jointly conducted by Mr. Low Kok Ann, Chairman of Hafary Group, and Element's Managing Director Banson, along with Director Island Chen. The listing of Hafary Holdings signifies the group's commitment to the Chinese market and its confidence in the long-term development prospects of the Element project. The group plans to continually expand its investment in China, fostering brand growth.

▲新加坡合发利董事长Mr.Low

会上，董事长Mr.Low作为集团代表发表了重要讲话，他肯定了爱力蒙特这七年来的努力，同时也强调虽然国内市场充满挑战，但重组后的爱力蒙特将在魏总和陈总的带领下重新出发，集团对品牌的未来始终充满信心，今后也会一如既往地给予品牌持续性的关注与支持。

During his keynote speech, Chairman Mr. Low, representing the group, praised Element's efforts over the past seven years. He acknowledged the domestic market's challenges but expressed strong confidence in the restructured Element under the leadership of Banson and Island. He assured that the group would continue to provide unwavering support and attention to the brand.

随后，Mr.Low代表集团向爱力蒙特董事总经理魏贝赞、董事陈在丰、经营管理中心总经理谢建禄、国际营销中心总经理郑维生、国内营销中心总经理纪宜、国内营销中心副总经理李韶强颁发任命书，要求大家在贯彻执行集团战略的同时，以需求端为中心创造性地解决问题，实现公司整体经营质量的全面提升。

Following this, Mr. Low presented appointment letters to Banson, Managing Director of Element; Island, Director; Xie Jianlu, General Manager of the Operations Management Center; Vita, General Manager of the International Marketing Center; Ji Yi, General Manager of the Domestic Marketing Center; and Li Shaoqiang, Deputy General Manager of the Domestic Marketing Center. He emphasized the need for them to implement the group's strategies while creatively addressing market demands to achieve a comprehensive improvement in the company's overall operational quality.

▲任命魏贝赞先生为爱力蒙特董事总经理

▲任命陈在丰先生为爱力蒙特董事

▲任命谢键禄先生为爱力蒙特经营管理中心总经理

▲任命郑维生先生为爱力蒙特国际营销中心总经理

▲任命纪宜先生为爱力蒙特国内营销中心总经理

▲任命李韶强先生为爱力蒙特国内营销中心副总经理

爱力蒙特始终坚信，行稳致远需脚下有”根”，前进有“劲”。作为品牌董事总经理，魏总坦言，本次任命既激动，又深感肩上的担子更加沉甸。七年来，爱力蒙特在合发利集团的大力支持下，在全体员工的努力下，走出了“稳”的第一步，在中国市场立足，并逐步实现品牌不变的愿景——做一个值得被世界尊重的中国品牌。

Element firmly believes that steady progress requires strong foundations and momentum for advancement. As the Managing Director of the brand, Banson candidly shared that this appointment brings both excitement and a profound sense of responsibility. Over the past seven years, with the robust support of the Hafary Group and the concerted efforts of all employees, Element has taken its first "steady" step by establishing itself in the Chinese market and gradually realizing its unchanging vision—to be a Chinese brand respected worldwide.

面对不断变化的市场环境，魏总在会上表示：“我们做得还不够。”2024的上半场，行业卷产品、卷价格、卷服务，那下半场呢？品牌未来发展的支撑点和着力点在哪？魏总就目前市场需求规模、行业竞争格局、品牌发展现状进行了主题分享。他强调，陶瓷行业“裹挟寒意”，下行态势还在持续，集团对于爱力蒙特的信任与支持让品牌得以稳定，但要想走得远、走得好，“快、准、狠”要成为今后品牌、全体员工的行动准则。

In the face of an ever-changing market environment, Banson acknowledged during the meeting, "What we have done is not enough." Reflecting on the first half of 2024, characterized by intense competition in product offerings, pricing, and services, he posed a critical question: What lies ahead in the second half? What will be the pillars and focal points for the brand's future development? He shared his insights on the current market demand scale, industry competition landscape, and the brand's development status. Banson emphasized that the ceramic industry is still experiencing a downturn, with a persistent "chilling effect." While the group's trust and support have provided stability for Element, Banson underscored that to advance further and excel, the guiding principles for the brand and all its employees must be "quick, precise, and decisive.".

▲爱力蒙特董事总经理魏贝赞

同时，魏总表示，爱力蒙特要想从一个LOGO，蜕变成烙印在消费者心智中的品牌，没有好产品，没有产品的品质保证，品牌从何谈起，因此，未来爱力蒙特不仅要做好产品，还要打造被国内和国际市场认可的IP产品。此外，爱力蒙特要以需求端出发，从产品、价格、服务等各个维度给予客户、合作伙伴最大的价值，做到快速响应，准确定位，果断出击。这次的任命不仅是6个人的任命，更是爱力蒙特全体员工的责任。

Additionally, Banson stated that for Element to transform from merely a logo to a brand deeply embedded in consumers' minds, it cannot be done without quality products. Without these, there is no foundation for building a brand. Therefore, in the future, Element aims not only to enhance its products but also to develop IP products recognized by both domestic and international markets. Element must start from the demand side, providing maximum value to customers and partners in terms of product, pricing, and service. The company must respond swiftly, position itself accurately, and act decisively. This set of appointments is not just for six individuals; it embodies the responsibility of all Element employees.

市场上没有永远年轻的品牌，但爱力蒙特会对消费者永远年轻！可持续发展是爱力蒙特不变的核心，所有人都应该是当下最紧跟潮流，深知消费者市场的新生力量，要更快更主动地拥抱市场变化，前进有“劲”，一起活着，才有未来。

While no brand can remain perpetually young in the market, Element will always stay fresh and relevant to consumers. Sustainable development remains Element's core principle. Everyone should stay ahead of trends, fully understand the emerging forces in the consumer market, and embrace market changes swiftly and proactively. With sustained momentum, we can progress together, ensuring a prosperous future.

▲爱力蒙特董事陈在丰

从2017成立，到2018年招商，再到2019年组建团队进入国内市场至今，作为爱力蒙特董事，陈总表示，这七年，合发利集团对爱力蒙特的支持与关注从未减弱，甚至不断加大投入力度，推动品牌的整体健康发展。他强调，品牌3大中心的成立，是集团战略调整下的架构优化，他希望品牌的战略升级、产品体系的结构优化能在魏总的带领下登上新的台阶。

Since its establishment in 2017, the journey of Element has progressed significantly—from attracting investors in 2018, to forming a team and entering the domestic market in 2019. Serving as a director of Element, Island has noted that over these seven years, the Hafary Group's support and attention towards Element have not only remained steadfast but have also intensified, propelling the overall healthy development of the brand. He emphasized that the establishment of the three major centers represents an optimization of the organizational structure under the strategic adjustments of the group. Island is optimistic that under the leadership of Banson, the strategic upgrades and the restructuring of the product system will elevate the brand to new heights.

当顺风而行的轨道到达尽头，未来，爱力蒙特将聚焦逆风飞翔下的继续发展，稳中求进，适时而动，应势谋变。

As the favorable journey comes to a close, Element will shift its attention to growing even when times are tough. The brand aims to advance carefully, take action at the right moments, and adapt wisely to meet new challenges.

（转自：爱力蒙特瓷砖公众号，侵删）