With a history of more than two centuries, Wedgwood occupies a place in the high-end ceramic import and export market and is a favorite of Japanese noblewomen. As the pioneer of the department store sales model, the brand's marketing ability is much higher than the production level, and in the current context of the decline of the overall porcelain industry in the United Kingdom, Wedgwood's export sales can also grow against the trend, accounting for nearly 40% of the total export sales of British porcelain tableware. However, its porcelain fetal quality is average, and the overseas price is close to the price of high-end products such as Royal Derby and Margolonte, but the product has no own characteristics.
The market overvalued Wedgwood, which caused its products to sell for more than they actually valued. Wedgwood's products are mainly produced from foundries in China, Southeast Asia and Africa, and the aforementioned brands such as Red Rose Bone China and Yinfeng are one of Wedgwood's suppliers. Due to cost considerations, Wedgwood no longer hires well-known designers to make porcelain drafts for it, but buys ready-made prints, losing its excellent design and production process, and the brand now has more gimmicks.
Wedgwood's greatest contribution to the porcelain industry was the invention of jasper stoneware and the improvement of the creamwear production process. The research and development of jasper fine stoneware benefited from the research on the production method of Chinese purple clay pots in Europe at that time, because most of the porcelain patterns used by the nobles at that time were dominated by the rococo art style, and the patterns were complex and beautiful.
Creamwear, also known as cream porcelain, is one of the three major porcelain inventions in the United Kingdom, and is an industrialized product developed by British manufacturers in order to reduce costs. Wedgwood revamped the line of cream porcelain and for the first time used the concept of "designer pricing", which provides consumers with differentiated products and services, while at three times the price of other brands, making it less cost-effective.
Wedgwood has a flagship store on Tmall, but the product line introduced is mainly teacup and water utensils, with fewer categories of tableware, and it is not synchronized with the discount on the brand's official website. Although most of its products are not cost-effective, several of its old collections, such as "Silk Road", "Hunting", "Queen Ware" and other collections by famous designers, still have strong art collection value. The series launched after 2015 almost all use water transfer printing, cheap design and thousands of yuan price, the cost performance is not as good as Tangshan porcelain within 50 yuan.
