Recently, many ceramic companies have held summary meetings such as dealer annual meetings and headquarters annual meetings. "Summary of 2019 and look forward to 2020" is the main theme of such meetings. Therefore, for this kind of meeting, the 2019 annual data and the 2020 strategic plan must be the focus. Below, Zhongtaojun selects, sorts out and summarizes the information released at the recent summary meeting of ceramic enterprises.
New Pearl & Guanzhu Ceramics
Strategic planning: New Pearl has reached a strategic cooperation with the professional construction service team of Tie Master Large Slabs, and plans to set up the first batch of regional construction service outlets in 10 cities including Beijing, Shanghai, Hangzhou, and Chengdu to encourage and help willing dealers suppliers, cooperate with construction units to establish a regional ceramic tile construction service system.
Breaking Action: Guanzhu signed a contract with Miss Asia to focus on terminal sales and publicity.
Brand upgrade: As the crown jewel of the standard post-90s generation, it is positioned as a trendy brand. It will upgrade its trend attitude from five aspects: product, design, service, marketing and communication, and lead the trendy generation.
Terminal empowerment: "Pearl Home", a new retail Internet integration platform independently developed and developed by New Pearl, is promoted nationwide to help dealers transform and upgrade.
Product strategy: The research and development of new Mingzhu products will break through from decoration to functionality, solving problems such as heating, freshness, anti-slip, and urban greening functions of ceramic tiles. Now it has launched heating tiles - Kangxi Mingzhu warm bath tiles.
Xinzhongyuan Ceramics
Achievements in 2019: Achieved the goal of ‘unconditional growth’ in 2019 and achieved a double-digit growth rate.
Strategic planning: Taking "requiring sales from design leadership" as the implementation thinking; factoryThe businessmen will work together to win the three major battles of "large agency system, county-level market, and engineering channels"; grasp the three major thrusts of "product upgrading, industrial innovation, and channel expansion"; and focus on prefabricated buildings and container buildings.
Product strategy: Large slabs, rock slabs, and digital products will be the three mainstream products in the future, and Xinzhongyuan will increase product innovation and research and development. Xinzhongyuan "Xin Zhongyuan Housing" prefabricated interior model room was launched for the first time.
Brand promotion: Comprehensive coverage of mainstream and elite media to achieve platform voice, circle building, opinion leaders, and direct access to consumers.
Direction Enterprise
Brand Honor: "Ceramic Green Product Production Demonstration Enterprise".
Future goals: Seek stability rather than speed, develop both soft and hard capabilities simultaneously, and strive to build a tens of billions enterprise group.
Strategic planning: Five major development strategies - technological innovation strategy, brand upgrade strategy, talent development strategy, cultural leadership strategy, and capital boost strategy.
Breaking Action: Signed a strategic cooperation with Keda Clean Energy Co., Ltd. to jointly build an industry-university-research demonstration base; signed a strategic cooperation with the China Decoration Direct Procurement Engineering Construction Materials Direct Supply Platform.
Ouya Enterprise
Strategic planning: Establish the marketing policy of "Targeted and Let a Hundred Flowers Bloom", based on the three dimensions of "factory, store and customer", focusing on product improvement, brand promotion, resource integration, and training empowerment.
Channel efforts:The Strategic Engineering Department of Ouya Group continues to deepen and refine engineering service projects, decentralize projects, and work together with dealers to achieve a win-win situation.
Product strategy: Upgrade differentiated products, solve user pain points, seize users' minds, and build a complete marketing ecological chain.
Brand promotion: Sign up for airport advertising and place it in the form of media mix.
Golden Silk Yuma
Future goals: Accelerate the brand channel operation model in 2020 and achieve a new transformation in brand upgrade.
Strategic planning: Focus on creating high-end brand effects through a comprehensive advertising matrix, keeping pace with multiple channels, and being supported by design power.
Product strategy: Continue to focus on product innovation, take a differentiated route, and adhere to K gold products as the core category. K gold ceramic tile 4.0 series 750X1500mm large plate products and 300X900mm personalized products were released.
Brand promotion: reached strategic cooperation with Toutiao and China Central Radio to expand online marketing channels; launched offline advertising bombings at high-speed rail stations and airports.
Xinghui Ceramics
Breaking Action: Signed a strategic cooperation agreement with Xinjincheng Ceramics Group and reached a strategic alliance.
Future goals: The new five-year strategic goal is to strengthen the brand, strengthen the product, and strengthen the channel.
Key investments: Focusing closely on shaping "modern light luxury" as the core, increase investment in talents, brands, R&D, production, operations, etc.; expose the brand in multiple dimensions; build a global product R&D and production base ; Increase investment management for efficient enterprise operations; return to the essence of business, use business awareness to build brands and improve business quality.
Strategic Planning:Start from the implementation of the three major strategies of brand, product and channel. At the brand strategy level, we use brand spokespersons (design celebrities), exhibition marketing, use of superior media, increase the frequency of terminal promotion activities, and increase online promotion efforts to enhance Xinghui brand awareness and reputation, and build new potential for brand competition; products At the strategic level, we always adhere to the modern light luxury line. All categories are developed on a large scale, focusing on modern light luxury style. Improve product competitiveness, make Xinghui products more modern, affordable and luxurious, and build new potential for product competition. At the channel strategy level, we will carry out network-wide marketing, deepen the cultivation of key channels, broaden the breadth and depth of channels, and build new potential for channel competition. In addition, we will quickly build a "1+3 access project" to strengthen agent training and improve agent profitability.
Brand promotion: High-speed rail media and other coverage advertising, three-dimensional brand exposure at exhibitions, Tmall Douyin online traffic platform operation and in-depth expansion of design channels.
Channel efforts: Engineering channel strategy - improve the internal system, strengthen services, create a new strategic procurement service platform, and maintain steady and sustained growth in the number of new strategic cooperation customers and performance.
Hongyu Ceramics
Brand upgrade: The brand strategy of "real materials and good ceramic tiles" is upgraded, and the brand concept of "four truths and three rejections" is established.
Future goals: Vigorously implement the quality strategy, further promote quality reform, take "Hongyu is quality" as the corporate creed, and become a quality enterprise. Hongyu will implement the concept of "Four Truths and Three Refusals" across the board, that is, use "real money and silver to do research and development, real materials to make products, genuine experiences to display, and sincere service to treat users", and "reject" for product quality. The "three rejections" are shoddy goods, low quality and high prices, and cutting corners.
Strategic planning: First use real money to do research and development. Build a “dual-track internal and external innovation system”.The second is to make products with real materials. Establish a "whole-link product quality control system". Third, use authentic experience to demonstrate well. Create a "full sensory experience display system". Fourth, treat users with sincere service. Create a "dual-user customized service system".
Shuncheng Group & Shunhui Ceramics
Strategic planning:① Shuncheng Group implements three major strategies, multi-channel strategy: cooperate with real estate companies to guide dealers to develop complete home decoration and achieve diversified development of channels; big home furnishing strategy: Hua invested heavily in introducing China's first large-tonnage slate intelligent production line, and actively established a "Shunhui" brand home furnishing marketing team; big-brand strategy: The development of various strategies always centers on the "Shunhui brand" and insists on taking "Shunhui" as the Cultivate and create the group’s “first brand”. ②Shunhui will implement "Dealer Hierarchical Management" in 2020; Shunhui's 2020 Brand Marketing Plan - Shunju China Tour.
Product strategy:Follow the international trend of pyroxene plate layout, design and develop based on Eastern genes and international style, and use diversified specifications to adapt to different application needs in different scenarios. New products of Shunxing slate will be released in April 2020.
Breaking Action: Shunhui's new home tile marketing method "Shunju System", which took half a year to create, has been launched, and the first batch of high-quality panels have officially appeared in the exhibition hall of Shunhui Ceramics' headquarters.
Crown Star King Ceramics
Major events: The new headquarters exhibition hall of "Future Home" Yashe Life Museum opened.
Strategic measures: Focus on products, empower through design, and focus on the brand concept of "Leader of Elegant Luxury Lifestyle" to strengthen brand valueshape.
Product strategy: Pay attention to both product decoration and practicality in product research and development.
New Hang Lung Enterprise
Strategic planning: New Henglong has established a strategic engineering department, a fine decoration business department, a product research and development innovation center, and an operation and service center private board of directors; New Henglong will rely on its operation and service center, super "6+1" "The four powerful forces of operation service system, 7-day gold medal butler, and three star products seize market opportunities.
Breaking Action: Established a product research and development innovation center with Jingdezhen Ceramics University, Guangdong Zhongpeng Thermal Energy Technology Co., Ltd., and Guangdong Bohui Mechanical and Electrical Co., Ltd.
VIRG CASA "Customized luxury collection"
Strategic Planning: VIRG CASA’s new three-in-one wealth creation model is positioned as the first choice for the transformation and upgrading of traditional ceramic dealers; in response to the plight of ceramic tile single product dealers, it reveals high-end ceramic tiles + integrated cabinets + The profit model of whole-house customization analyzes standardization and large-scale replicable support policies; the front end must pay attention to design, and the back end must pay attention to installation.
Product strategy: Targeting four target groups: returnee elites, cultural celebrities, business tycoons and urban Jinlings, we focus on four series of customized products to present eight major home spaces; realize high-end ceramic tiles, integrated cabinets, The three major categories of whole-house customization are highly integrated, presenting integrated home solutions that complement each other.
Delifeng Home
Strategic planning: "Design marketing - product marketing - brand marketing"Sales" three-step strategy for brand upgrade, Delifeng's marketing work in 2020 will take product upgrade as the core.
Product strategy: Use product development to drive the upgrading of the product structure system from quantity to quality, use product display to drive the upgrading of product image from the inside out, use product promotion to drive the upgrading of target customer groups from medium to high, Adhere to the home decoration route to achieve the marketing goal of upgrading brand channels.
Shuncheng Group BTP thin slate
Strategic planning: From "casting high-end brand image", "creating product (channel) differentiation strategy", "strengthening strategic engineering projects", "realizing big home strategy" and "improving technology/ Implement the deployment of changes in five aspects of "service marketing". BTP2020 brand marketing strategy: Focusing on eight new layouts of "new products, new image, new team, new culture, new channels, new display, new communication, and new tools", we propose the strategy of "three major projects, two major improvements, and one construction" development plan.
Product strategy: BTP has joined forces with Fengherili Enterprise Planning Company to reorganize and upgrade BTP product categories and designs. The marketing plan of BTP's "New Thin Pro Series" new products will achieve high-end Engineering + high-end retail dual-engine sales model.
Huida Group & Huida Tile
Future goals: Accelerate the improvement of brand influence, integrate the resources of the three major sectors of bathroom, ceramic tiles, and housing to form an effective synergy; rely on the strong alliance with the Chinese women's volleyball team to move to a bigger stage , becoming the Huida of the world, an international home furnishing enterprise and a century-old store.
Strategic planning: (Huida Group) focuses on bathroom, ceramic tiles, and housingThe three cores, through the three major strategies of intelligence, integration and ecology, continuously optimize resource allocation and form the group's scale advantage; (Huida Tile) proposes a marketing strategy of promoting high and attacking low to achieve brand focus, product leadership and enrichment; Focus on the promotion strategy of regional growth, cultivate and expand new regional growth points, introduce professional resources, vigorously develop strategic procurement and provide strong supply guarantee and other specific and effective plans.
Marketing planning: Focus on product portfolio, promotion measures, store design planning, channel assistance planning, terminal promotion planning, team building, etc.
Eagle Brand 2086
Future goals: To become the first brand of modern bricks.
New product release: The third generation of ink Beijing bricks - artistic grade·ink Beijing bricks [image blue and white] [plain color] [Muse] and 800×2600mm [vast realm].
Strategic planning: Will focus on creating value for brands, products and services.
Carona Tile
Strategic planning:Accurately meet consumers' anti-skid needs and launch R8 and R10 level bright anti-skid tiles. The surface is more delicate, more anti-skid, easier to clean, and solves the problem of anti-skid tiles absorbing dirt. ; In the future, we will focus on improving the three major sectors of design, quality and service.
Einstein Tiles
Strategic planning: We will accelerate the pace of product research and development, and launch feng shui, leopard print, wood grain, leather grain, splash ink, terrazzo, shellA series of innovative products such as shells, coupled with a predictable and innovative operating model, as well as two nuclear weapons with core competitiveness and integrated cloud, will seize the strategic location in 2020 and achieve the expected goals.
Strategic Cooperation: Signed contracts with Shangpin Home Delivery, Just Just Culture, Taocheng News, Linear Communication, Zhiqian Business Management, Zhongzhi Marketing, Xinwang Zhiye and Tu Shengping to provide all-round empowerment.
2019 is coming to an end, and 2020 is about to arrive. Between the old and the new, some ceramic companies are still lamenting the difficulties of 2019, while some are already preparing to meet the challenges of 2020 with high spirits. Facing future challenges, ceramic companies each have their own strategies. Are the judges satisfied with the various "combination punches" of the above companies? Which brand do you like? Any ideas? Welcome to leave a message in the comment area~
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