The proliferation of new brands has encouraged innovation in ceramics
Back in 2016, the domestic market environment more and more bad, a lot of ceramic enterprise survival and development is very difficult, environmental reversed transmission tao transformation and upgrading of enterprises, the production of raw materials, such as logistics costs continue to rise, make the bear heavy pressure of ceramic enterprise can choose close outs.
But, despite industry market overall development situation is complicated, elusive, can prevent a batch of ceramic enterprises has profound strength grasped the nettle and grasping development opportunities, and achieve innovation stratagem, to launch new brands to meet the diversified needs of consumers. Such as introducing "eagle eagle group of 2086", finally enterprise launched "lianguan ceramic tile", shun into ceramic enterprises to launch "BTP ceramic sheet", sublimation enterprise launched two dah sing dry CDH, tall and erect strange brand, campari the "felton ceramic tile" of the enterprise, as well as the general enterprise's forthcoming "excellent ceramic tile".
The emergence of these new brands has made the game of the pottery industry more exciting!
In addition to precision positioning, we need to be prepared for a lasting battle
Clearly, consumers have shifted from emotional consumption to rational consumption. With 80, 90, the rise of the younger generation consumer groups, consumer culture level, aesthetic level unceasing enhancement, consumption concept also produces change, they identify the potential for product quality enhancement, strong demand for personalized. To be precise, natural, contracted slowly becomes the new trend of modern home outfit.
"Such a shift will inevitably require companies, products with consumer trends change, eagle 2086 is facing the new generation of modern archaize brick brand of consumer groups, not only only is the emergence of a series of new products, and not just the birth of a new brand, also represents the eagle power of growth. It represents the eagle respect for the new generation of consumers, to deduce the development of Chinese aesthetics a diligently exploration." "Said Lin wei, President of eagle group, at the" eagle 2086 "brand.
According to introducing, eagle 2086 main advocate change numerous into Jane, return uncut jade to put in the product attitude and "Jane's life, this time" way of life, calls for a new generation of consumers return to nature of life, pay attention to life itself. The launch of the eagle 2086 brand, for the eagle group, formalized the three major brands of the group. Chen Xianwei said at the news conference, 2086 as an independent brand is an extension of the eagle group of 2086 modern archaize brick is of fine texture, simple but elegant taste a selection of modern way of life. He also mentioned that antique wood, wood, sandstone, fabrics, such as cement material in ceramic products accounted for more than 90% of the creative source, but many just imitate its surface texture, and 2086 consumers more is the pursuit of culture.
And the launch of the same brand new and modern archaize brick "felton ceramic tile", the brand belongs to campari enterprise's brand, emphasizing the concept of "the antique, is more than simple". Liu yong, general manager of the jinbari enterprise group, said that all brands revolve around "people" and that consumers are an important factor in the establishment of new brands. When the industry is bad, it happens.
Completes the brand construction is the essence of the ceramic enterprises continued strong vitality and the enterprise brand construction is not can be completed overnight, new brand visibility and influence is not likely to quickly spread to the consumer's mind. The new brand building, more needs the enterprise staff and the dealer persistent effort and persistence. Ensure that the quality of the product is the foundation, then be sure to have precise market positioning, and the enterprise will also pay attention to whether the brand concept and product attribute match.
It is understood that Coca-Cola and Pepsi two brand service products are cola beverages, Coca-Cola service object is the public, however, goal is to maintain the world's first, and be authentic; Pepsi is a young man, aiming to be number one in the world and first. The two brands compete for each other, but they all have their own brand positioning, and they have always adopted a series of branding strategies based on their positioning.
Take the opportunity of differentiation and development, and beware of innovation.
New brand construction needs to keep pace with the concept of management and marketing strategy. At this moment, the marketing methods of various industries are proliferated, the classic, successful marketing strategy is forever but, it is worth learning from the ceramic enterprises.
The personage inside course of study thinks, at present ceramic people to expand the market, be sure to go different development road, will own the advantage of the enterprise to the maximum, avoid disadvantage. Insist on getting the product quality will have customers seek, maintenance, service good old customers and develop new customers, attentively brand good reputation will be a household name. The enterprise brand is small again, the product also wants to be complete, the promotion product should pay attention to the match, find the connection point between the product and the consumer.
Lianguan ceramic tile is finally enterprise after gold, jade jinyu famous blockbuster launch the third largest brand, relying on strong finally enterprise production advantage and market structure, firm focused development road, committed to the development, production and sales of perfect marble tiles. Lianguan ceramic tile, said Yang jie, general manager of enterprise to do brand differentiation, product differentiation, differentiation channel differentiation makes profit, expect to catch a young generation of consumers the market!
Similarly, the eagle brand 2086, which is also offering differentiation, is an attempt at the eagle brand "three new changes" (new country, new retail, new manufacturing). Vincent wai lam said: "we put the high quality resources together, through the new goods, retail, new manufacturing of sanxin transformation, will create a distinctive eagle 2086!" Eagle 2086 has its own personality in creative source, craft and product. As Lin said, the eagle 2086 brand "is a little different."
Liu yong believes that no matter what products are copied or copied by others, the biggest question is whether they can do it faster than others. Is martyrs "walk too fast, go too fast again is a pioneer, and followed behind. At present all new brands are expected to be pioneer. Undoubtedly products began in appearance, the final quality, the construction of a new brand is not easy, we don't want to jump too fast, one step one step, it go steady."
The blue sea is an opportunity for uncultivated market space, the creation of demand, and the opportunity for rapid profit growth. As the sea has become increasingly brutal competition, ceramic enterprise managers, especially represented by Jin Zunyu 10 brands of ceramic enterprise must change the habits of the current "hammering wooden bridge type" model, a new brand to grasp the new blue ocean.