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.


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The search for intelligent manufacturing in guangdong also clears the way

  Ceramics is one of the most distinctive products and industries in China, and the world knows China for ceramics. Guangdong with its own resources, market, location unique development advantages, has been leading the development of Chinese ceramics, and established as the strength of the ceramic base in China, existing in foshan and chaozhou ceramics are. As one of the ten famous brands in ceramic industry leader in the industry of guangdong, the types of product diversification development became a scenery line of the ceramic industry, at the moment in ceramic industry occupies very important position in the national and the world.   But over the years, the guangdong ceramics industry has faced many problems. Released recently, the guangdong environmental protection bureau of the central environmental protection inspectorate 4 designated by the guangdong problem investigation and handling status summary table "shows that as of December 12, 16, 2016 in guangdong province, guangzhou, zhuhai, foshan, shaoguan, dongguan, jiangmen, huizhou, zhanjiang, yunfu, yangjiang, shantou, jieyang and shanwei city unveiled the central environmental protection inspectorate complaint, 246 pieces of processing conditions, involved to 16 ceramics factory, two ceramics factory, there is no environmental illegal 13 ceramics factory was filed for investigation for environmental law, one is under investigation.   Environmental pollution caused by high energy consumption; There is little market for high-end products, a red sea for low-end products; Threshold is low, many small business and technical reserves, low market share of large enterprise groups, and so on a series of problems, let the "ceramic capital of guangdong to be hit.   Can continue to prosper in ceramic industry development, in addition to its profound historical background, there is another important reason is that the ceramic industry has become one of the economic source of income. Although guangdong is a major ceramic production province, but still is given priority to with the medium of product of pottery and porcelain, low value-added products, in the international market price is not high, in the process of development always is a high investment, energy-consuming, high pollution and low benefit. In addition, the production technology is backward, the innovation potential is insufficient, the talent shortage and so on causes the guangdong ceramics industry to face the crisis.   Held in guangzhou in May last year, "ceramic industry in guangdong province from 2015 to 2016 annual meeting and guangdong ceramics association member congress and the third ceramic art master located in guangdong province", the guangdong ceramic association, director of the 2015 guangdong ceramic industry status and work in guangdong ceramic association report pointed out that in 2015, the provincial ceramic industry main business income is 216.84 billion yuan, building ceramics production 2.52 billion square meters, fell 1.4% year on year; The output of sanitary ceramics was 409.19 million units, down 22.2% year on year. The production of daily (art) ceramic production was 4.84 billion, and it was down. In the first three months of 2016, 590 million square meters of construction ceramics were produced in the province, down 1.9 percent year on year. The output of sanitary ceramics was 12.176,000, down 19.1% year on year. In terms of exports, the total amount of porcelain products exported in 2015 totaled 143.45 million tons, a year-on-year increase of 2.1 percent, up from the year before, according to the guangzhou customs statistics. Total exports totaled $8.74 billion (38.4% of the country), up 13.0%, a 12.2% decline from the year before. Although industry faces unprecedented difficulties and pressure, along with the advancement of reform of the supply side, the acceleration of industrial structure adjustment and transformation and upgrading, product research and development, many enterprises continuously enhance innovation layout of intelligent manufacturing.   In recent years, there has been a high demand for intelligent manufacturing, and the personality of ceramic enterprises is seeking to escape the "mire" of the competition of homogenization through intelligent manufacturing. A ceramic enterprise, general manager of the nail is pointed out that the current existing problems in the manufacturing process of ceramic industry in China, he said, "the current domestic automation degree is not high, only a half automation, such as kiln, in spite of automation control system, but due to the unstable gas calorific value, such as voltage and current fluctuations, difficult to adapt to automation control system, only by manual adjustment. Unless it's ceramic industry supporting can reach standardization, will effectively promote the degree of automation. Compared with the domestic and foreign automation degree is high, so they need the whole line around 50 people can, and we estim


The use of ceramic brands to mimic the flood of innovation can help prevent problems

  One corporate boss has said that we are not in a hurry to market, because it is too early to open the market and products are easily copied by others.   There is nothing wrong with copying without sin.   The rise of China's top ten brands is the use of imitation boats. In order to reduce risk and loss, to gain the maximum benefit and deliberate slowly, it is wiser and more refracted. Some people even say that in the market, a quick step could be an advanced one, or a forerunner. But it's not easy to sit on the diaoyutai slowly.   Achieve innovation and development of strategic layout, innovation leads the strategic height, ceramic enterprises need more "as long as kung fu deep, iron pestle ground into a needle" firm belief, with international vision and steadfast drive, turn your attention to with independent intellectual property rights of independent innovation, this is the future a period of domestic ceramic enterprises advocate tone, also strong achievement upgrade and the direction of the target.   A word of sleep.   In the ceramic industry that clones imitates the flood, whether the ceramic enterprise that is innovative break the bureau, whether to be able to prevent the disease not yet to slow innovation to take a step   What happens if everyone takes the initiative to slow down   Is it not in tune with the innovation drive   Industry experts say, the initiative innovation is like "attack", slower as a "defense", the market competition is like a majestic football game, if you want to control the scene, win, take the initiative to "attack" always forced to "defensive".   Ceramics, large and medium-sized strength enterprises want to stand in the interests of the industry and strategic height, leading consciousness, independent innovation, lead, promote industrial upgrading, to become the main innovation drive and a striker. Small and medium ceramic enterprises can be moderately aimed at the technology and products that have the upgrade space, to fill the vacancy of the second innovation, the reinvention and the reinvention, the winding path will improve. In order to build the "concerto" of the cooperation and win-win cooperation between the ceramics industry, the "chorus of chorus" is the development of simultaneous innovation.


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