Coffee mugs for on the go, plates in bright colors and baubles for the Christmas tree: Meissen porcelain has long been more than just the good dinner service in grandma's cupboard. "We want to get out of the showcase and into life," says Managing Director Tillmann Blaschke, who has been at the helm of the state porcelain manufacturer Meissen for around ten years. The company with the world-famous crossed swords logo wants to become younger and more modern - and thus out of the red.
The porcelain market has changed, reports Blaschke. "The products have to be contemporary and reflect the needs of today." While hand-painted figurines and artistic fine art are particularly in demand in Taiwan, Japan and China, the domestic market has become more fragmented. Porcelain is no longer as much of a status symbol as it used to be, and the large service for the Sunday roast is less in demand, says Blaschke. Instead, tableware for sushi, pasta or ramen is in vogue. In addition to traditional porcelain painting, prints suitable for everyday use have also found their way into the market.
