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我们做了一个新品牌，只做木纹砖这一件事
来源: 作者:admin 2026-10-16
墨墨正式推出子品牌Metta美它：极简设计的木纹砖，7款木种27个SKU，一城一代，全国统一零售价。10/18 陶博会见。
Momo officially launches its sub-brand METTA: minimalist wood-look tiles, 7 wood species, 27 SKUs, one city one distributor, unified national pricing. See you at CeramBath on 10/18.
今天，我们正式向大家介绍一个新品牌：Metta美它。
Today, we are officially introducing a new brand to you: METTA.
它由墨墨控股，但它不是墨墨——独立的产品逻辑、独立的价格体系、独立的渠道规则。
It is held by Momo, but it is not Momo — with independent product logic, independent pricing system, and independent channel rules.
我们为什么做美它
Why We Created METTA
墨墨在原创瓷砖领域多年，供应链、研发、品控有底子。但买砖的人变了。
Momo has been in the original tile field for years, with a solid foundation in supply chain, R&D, and quality control. But the people buying tiles have changed.
以前客户进店先问品牌名气；现在年轻业主先刷小红书，先问"好不好看、好不好打理"。他们不怕品牌小，怕产品不够美好。
Previously, customers would ask about brand reputation first when they walked into a store; now young homeowners scroll through Rednote first, asking “does it look good? Is it easy to maintain?” They’re not afraid of small brands; they’re afraid products aren’t beautiful enough.
这对认真做产品的人是好事——产品本身，有机会被看见。
This is good news for those who take product seriously — the product itself has a chance to be seen.
于是我们决定做一件更聚焦的事：聚焦木纹砖，把它做透。
So we decided to do something more focused: focus on wood-look tiles and master them.
METTA 在梵语里是"慈爱、善意"。我们做木纹砖，就是想让家更温柔一点。不是"哇好炫"的温柔，是铺完十年后依然觉得舒服的温柔。
METTA means “loving-kindness” in Sanskrit. We make wood-look tiles because we want homes to be a little gentler. Not the “wow, that’s cool” kind of gentle, but the kind of gentle that still feels comfortable ten years after installation.
基调由此定下：不炫技，不喧哗，不追流量噱头，用产品说话。
The tone was set from the start: no showing off, no noise, no chasing traffic gimmicks — let the product speak.
克制：7款木种，27个SKU
Restraint: 7 Wood Species, 27 SKUs
瓷砖行业的惯例是新品动辄数百个SKU。我们反过来做。
The tile industry convention is to launch hundreds of SKUs at a time. We do the opposite.
克制的第一步，是敢砍掉。 每一个无效SKU，都是代理商门店的陈列负担——坪效上不去，成交率就下来，资金周转就慢。
The first step of restraint is having the courage to cut. Every ineffective SKU is a display burden for distributors' stores — if sales per square meter doesn't go up, conversion rates drop, and cash flow turns slowly.
所以我们只做那些经得起时间凝视的木纹。代理商不用开盲盒式陈列，二十几个SKU就能覆盖绝大多数高阶审美客户的需求。
So we only make wood grains that can withstand the test of time. Distributors don't need to open blind-box displays; twenty-something SKUs can cover the needs of most high-end aesthetic clients.
工艺上聚焦"微光数码工艺",7款木种各有自然原型——先找到木头本来的样子，再谈还原。这是墨墨一贯的做法：源于自然，取于自然。
In terms of craftsmanship, we focus on “low-sheen digital glazing technology”; the 7 wood species each have their natural prototypes — we first find the wood’s original appearance before talking about replication. This is Momo’s consistent approach: sourced from nature, taken from nature.
全部产品广东产区生产，与墨墨共线共标。从坯体到釉面，每一批次经过严格品控，确保终端交付的稳定性。
All products are manufactured in the Guangdong production base, sharing the same production line and QC standards as Momo. From body to glaze, every batch undergoes strict quality control to ensure terminal delivery consistency.
好看和好用，不需要二选一。
Beautiful and functional — no need to choose one over the other.
首批27个SKU，不是终点，而是起点。 我们先用最经典的花色测试市场，建立精准的销售数据与用户反馈。哪些纹理被反复选择，哪些颜色在不同空间里表现最好，都会成为下一批SKU迭代的依据。克制的第一步，是让每一次增加都有据可依，而不是盲目堆砌。
The first 27 SKUs are not the end, but the beginning. We first test the market with the most classic colorways, building precise sales data and user feedback. Which textures are repeatedly chosen, which colors perform best in different spaces, will all become the basis for the next batch of SKU iterations. The first step of restraint is to ensure every addition is data-driven, not blindly piling on.
真诚：把空间让给终端
Sincerity: Making Space for the Terminal
代理商最关心的只有一件事：能不能赚到钱。
What distributors care about most is one thing: can they make money?
我们的答案是一套透明的利润分配：品牌方主动压缩自身利润，把空间让给代理商和终端用户。 留给代理商的毛利，远高于行业平均。
Our answer is a transparent profit distribution system: the brand proactively compresses its own margins to make space for distributors and end users. The gross margin left for distributors is far above the industry average.
道理很直接——代理商要付租金、养团队、给渠道费用、做售后。毛利太薄他撑不下去，他撑不下去，美它也活不了。
The logic is straightforward — distributors have to pay rent, maintain teams, cover channel costs, and handle after-sales service. If the margin is too thin, they can't survive; if they can't survive, METTA can't survive either.
只有代理商赚到钱，美它才能活；只有用户觉得值，美它才能走得远。
Only when distributors make money can METTA survive; only when users feel it's worth it can METTA go far.
我们想找的共行者
The Fellow Travelers We're Looking For
美它8月初启动招商，截至9月底已签约近百家代理商。但我们的标准和行业惯例不太一样。
METTA launched dealer recruitment in early August and has signed nearly a hundred distributors by the end of September. But our standards differ from industry conventions.
不追求大商，也不拒小商，只找懂产品的人。
We don't pursue big distributors, nor do we reject small ones — we only look for people who understand the product.
懂产品，是愿意花时间研究纹理、工艺、铺贴效果；愿意真实展示，而不是靠话术；愿意跟客户说清"这款适合什么、不适合什么"，而不是什么都说好。
Understanding the product means being willing to spend time studying textures, craftsmanship, and installation effects; being willing to show authentically rather than relying on sales pitches; being willing to clearly tell customers “what this product suits and what it doesn’t suit,” rather than saying yes to everything.
更深一层的标准是审美同频——对"好设计"的理解要一致：不迷恋浮夸繁复，欣赏质感、清晰纹理和克制的留白。只有真正认同，才能把产品价值传递给客户。
A deeper standard is aesthetic alignment — a shared understanding of “good design”: not being obsessed with flashy complexity, but appreciating texture, clear grain, and restrained negative space. Only through genuine alignment can you convey product value to customers.
这样的人不多，但每一个都值得等。
There aren't many such people, but each one is worth waiting for.
我们也不追求一年开多少店，目标更朴素：希望每家店都能活很久。 三年后、五年后，代理商还会说"我当年选美它，选对了"。
We also don’t pursue how many stores to open in a year; our goal is more modest: we hope every store can survive for a long time. Three years from now, five years from now, distributors will still say “I chose METTA back then, and it was the right choice.”
这个思路我们叫"把生意做进时间里"。不追风口，不赚快钱。
We call this approach “building a business that lasts in time.” Not chasing trends, not making quick money.
一场关于"克制"的实验
An Experiment About "Restraint"
建材行业普遍追求规模、速度和短期回报，美它选择主动做减法：
The building materials industry generally pursues scale, speed, and short-term returns, but METTA chooses to actively simplify:
•产品上克制：SKU精简，库存压力小，展示效率高
•Restraint in products: streamlined SKUs, low inventory pressure, high display efficiency
•定价上克制：价格透明，代理商利润充足，消费者信任度高
•Restraint in pricing: transparent pricing, sufficient distributor margins, high consumer trust
•招商上克制：只找同路人，不盲目扩张，渠道生态更健康
•Restraint in recruitment: only finding fellow travelers, no blind expansion, healthier channel ecology
我们不赚快钱，只做长久。
We don't make quick money; we only build for the long term.
这或许不是最快的路，但可能是一条更稳、更远的路。
This may not be the fastest path, but it may be a more stable and enduring one.
10月18日陶博会开展当天，美它产品在墨墨总部三楼同步开放。
On October 18th, the opening day of CeramBath, METTA products will be simultaneously opened on the third floor of Momo headquarters.
美它 · 共行者计划已正式开启。
METTA · The Fellow Traveler Program has officially launched.
克制 · 真诚 · 长久
Restraint · Sincerity · Longevity
