Among the popular trends in choosing products for renovating and decorating homes, one element that stands out with its unusual colors and patterns in decorating the floor and wall is ‘tiles’, which definitely pops up in the mind of home decorators.
With this introduction, prepare to experience and learn more about tiles, which is the material for floor and wall decoration that people love for their exotic colors and different textures. Let the story begin with two executives of a familiar tile brand that has taken over space in many readers’ houses as ‘Dynasty Ceramic’.
Today we are joined by two executives, Khun Maruth Saengsastra, CEO, and Khun Khajornsak Manosupsak, Chief Marketing Officer, Dynasty Ceramic Public Company Limited, who joined us in the discussion and responded to our inquiries so vividly as if we got to visit the tile factory by ourselves.
“Floor and wall tiles produced by Thai people, for Thai people”
Having operated business in the tile industry for over 30 years, expanding to 200 branches throughout the country, products of Dynasty Ceramic Public Company Limited are well-received by several groups of consumers. The brand is also regarded as being a manufacturer of ceramic tiles which can meet every type of need.
“Dynasty Ceramic Public Company Limited focuses on the middle and lower market segments, with a heavy emphasis on the renovation and repair market. Therefore, the key to running our business is the convenience of customers who visit the store, that’s why we currently have 200 branches.”
Khun Maruth then went on to discuss about the strength of the brand, which is having 200 branches nationwide, which means the convenience to access of product distribution sources and the ease of transportation to distribute products to various areas. Dynasty Ceramic’s ability for self-production and management from the very first to last process also means reduced costs.
Meanwhile, being a product manufacturing factory is very challenging because working toward optimizing the efficiency of employees is one aspect Dynasty Ceramic places emphasis on, no less than manufacturing quality products to customers.
Architect Expo: the stage for penetrating new market segments in the design-construction industry
“This is the second time we’re participating in the Architect Expo. We’ve had some success by obtaining new projects such as Sansiri and Supalai. As soon as we become more widely known, many groups of customers are more confident in our products. This allows us to cover a wider market.”
When we have a wider market, the needs of customers in each group are different, encouraging Dynasty Ceramic to develop more innovations to meet those needs.
“Most homeowners are primarily concerned with the mood and pattern of the tiles. When it comes to projects, however, they would focus on functions and properties such as slip resistance (R-value), abrasion resistance, water absorption, and then consider in what areas each tile model is suitable for use.”
Looking at the big picture to help drive the principles of sustainability
The current perspective on sustainability can be interpreted in several ways. From the viewpoint of Dynasty Ceramic, the two executives have given a definition of sustainability that:
“We have to look at many elements, similar to ESG. We have to look at Environment, Social, Governance, everything is a component that we have to follow. That is, not just looking at profit, but also at what we have to do for the society, including at our resource. We have to see what we can reuse and recycle in a way that does not harm the environment. That is what Dynasty Ceramic takes into account.”
In addition, Khun Kajornsak also spoke about sustainability in a way that surpasses ESG concepts, namely safety. When life expectancy increases, prioritizing importance to the safety of living must therefore go hand in hand. As for safety in this sense, Dynasty Ceramic has expanded on the properties of tiles with non-slip and non-oily surface.
“This year we focus on producing textures that is safer in order to take care of people in the society. With more and more elder people, we must develop products that meet the needs of Universal Design for people of all ages.”
As a tile manufacturer, continuous innovation development is another thing that the brand places importance on, as well as sustainability.
“For Dynasty Ceramic tiles, I believe our customers are confident in their durability. But what we want to add is its realistic appearance. By adding emotion to various textured tiles and reducing the use of chemicals and volatile substances, our tiles stand out among users.”
Dynasty Ceramic tiles: more than just floor and wall coverings
For those who cannot wait to see Dynasty Ceramic’s products, we have asked about the highlights that the brand will showcase at Architect’24.
“Dynasty Ceramic is characterized by a variety of nearly 2,000 patterns. Now we will be adding more variety in terms of textures. We wanted to create a safer, more realistic surface. I think that’s the main direction where we’re heading.
We will evoke more emotions from our users. It’s getting harder and harder to find hardwood these days. Why can’t we produce tiles that resemble wood? or rocks? Which are becoming rare now. But we can make tiles that have a texture similar to natural stone.”
How do tiles communicate with users? How much of our emotions can be accessed? Every touch and sight are waiting for us to prove at Dynasty Ceramic at booth No. S313 at Architect’24.
“Visit our booth. We guarantee that you will witness never-before-seen. Experience tiles that give a realistic texture, tiles that touch upon people’s hearts because they are more than just for the eye. I want the tiles to respond to people’s emotional needs.”
