"Promoting industrial transformation and upgrading and taking the path of high-quality development" has always been the main theme of the development of the construction and ceramics industry, and the development of the industry is bound to be accompanied by the iteration and reshuffling of companies/brands. Affected by many factors such as policies, epidemics, and real estate, the entire building ceramics industry is facing heavy pressures and challenges from the raw material and equipment end to the production end to the consumer end.
In an era where the fittest survives and the strong is king, the pressure for top brands is to grow, the pressure for waist brands is to stop falling, and the pressure for tail brands is to survive. As competition continues to intensify, the brand concentration in the building ceramics industry has gradually increased in the past two years. The Matthew effect has begun to become prominent. The head brands have maintained a rapid, steady and healthy growth trend, while many waist and even tail brands have experienced growth. Weakness and declining performance year after year.
"Being the leading brand in the industry is our unswerving direction." General Tile brand General Manager Liu Xiaolei said that no matter how the industry changes, companies must have a clear and profound understanding of the future direction of the brand. In 2022, General Tile will lock the brand strategic positioning into a "first-line major brand" and set the "5 Achieve the goal of achieving single brand annual sales of 5 billion and group annual sales exceeding 10 billion within the year. With all-round upgrades in terms of brand, marketing, products, channels, management, etc., it is bound to become the top 5 in the building ceramics industry.
01 Clearly position the first-tier brands
As the saying goes, different generations sing different songs. Brand concepts, brand propositions and brand positioning all need to be upgraded in line with changes in the industry structure, consumer demand and market environment. Liu Xiaolei said in an interview with reporters: "In 2021, the annual sales revenue of brands ranked 1-10 in the building ceramics industry will be approximately four times that of brands ranked 11-20. Through this set of data, it can be seen that the industry structure has been reorganized and brands are concentrated. The degree has gradually increased, and we have also seen General TilesFuture opportunity points. ”
At the previously held "Seven Star Drive to Create the Future" General Tile Super Strategy Dimension Upgrade Marketing Summit , General Tile shouts out the strongest brand voice of "first-line big brand, seven-star high quality", and accurately Find the core of brand positioning. Liu Xiaolei believes that whether one can carry out dimensionality reduction against competitors depends on the height at which one stands. General Tile will focus on the new brand positioning in the future, in the minds of the industry, partners, consumers and even the public. Establish brand image, create brand trust, and use brand potential to drive growth.
In the construction and ceramics industry, judging whether a brand can be called a first-line brand is nothing more than taking the company's size, production capacity, number of stores and sales volume as the criteria for judging. The courage to shout out the slogan "First-line big brand, seven-star high quality" shows that General Ceramics already has the quality and "first-line quality" The title "Brand" matches the comprehensive strength.
It is worth mentioning that in terms of sales volume, General Tile not only proposed "50 The target of "5 billion" will also be broken down one by one. From 2022 to 2026, the brand needs to achieve performance growth of 20%, 25%, 30%, 30%, and 35% respectively. In order to ensure that the goal is achieved, General Tile has formulated a series of plans and tactics in detail.
02 Three major upgrades to consolidate competitiveness
Forging iron requires hard work. Consolidating competitiveness can be said to be the foundation for fighting hard and winning battles. According to Liu Xiaolei, General Ceramics will next conduct a comprehensive upgrade from the three dimensions of brand, research and development, and business model.
The first is brand upgrade. With the upgrading of consumption, modern people are increasingly pursuing quality of life. Based on such consumer demand, General Ceramic Tiles Taking the positioning of "first-line big brand, seven-star high quality" as the core starting point for brand upgrade, and utilizing the brand strategy of "high-level brand and high-quality brand" to form differentiated brand competitive advantages. Not only that, this brand positioning will also be clearly implanted in every brand touch point, and through continuous and extensive dissemination, the brand's visibility, reputation, association and perception will be enhanced.
The second is R&D upgrades. In the past nearly 20 years of development, Jiangjun Ceramics Group has fully understood the truth that "talking about marketing without quality is just like building a high-rise building on the beach" and has invested a lot of effort in product research and development. Next, General Tile will also establish a product development model of "outstanding features + style leadership + best-selling followers". Effectively improve product quality and further enhance product competitiveness.
Finally, there is the upgrade of the business model. Liu Xiaolei believes that if you want to establish a business system with long-term healthy business growth, you must center on brand building. In the future, Dajiang Tile will focus on production and sales in an organized manner.The unsystematic business model has been transformed into brand building with system drive as the core, and the core value of the brand is used to lead partners to a win-win situation.
03 Six major measures to ensure victory
In response to the issue of how to implement the above three major dimensions of upgrades, Liu Xiaolei introduced from multiple perspectives such as products, markets, logistics, channels, stores, and marketingGeneral TileThe six major measures that will be implemented in 2022.
On the product side, General Tile will establish the Seven Star Slate Research Institute and the Seven Star Technology Research Institute. The quality is strictly benchmarked against the "7-star standard", and high-quality products with super wear-resistant, super anti-slip, super stain-resistant, super smooth, true patterns, super antibacterial, and high-density properties are provided to consumers.
On the production side, Jiangjun Ceramics Group has invested heavily in building an intelligent slate R&D and manufacturing base, and has taken the lead in introducing advanced equipment such as Sacmi rolling presses and Modena double-layer kilns; in addition, the total area The Hengyang production base covering an area of 2,500 acres is expected to be officially put into operation at the end of this year. By then, the three major production bases will bring huge production capacity advantages to the brand.
On the logistics side, Dajiang Tile proposed the concept of "central warehouse" as early as 2016. At present, It is planned to establish six major central warehouses across the country, including North China, Northeast China, Southwest China, Northwest China, Central China, and East China, to radiate and serve sales outlets across the country. In 2022, General Tile will first launch the East China Central Warehouse (Nanjing), using actual operationsActively empower partners.
On the channel side, General Ceramic Tiles will create 20 model markets across the country this year, with customized endowments targeted at regions. Ability to plan to cultivate an elite team and promote the implementation of marketing activities. Finally, through continuous replication in a point-to-point manner, a set of methodology and success system suitable for the brand itself is summarized.
At the store terminal, General Ceramics will next launch the "Hundred Cities Thousand Stores" plan and focus on Based on the positioning and standards of "first-line big brand, seven-star high quality", terminal stores are upgraded, and terminal stores are used as the first window for brand display to accurately convey brand information to users.
On the marketing side, General Tile will continue to invest 60 million yuan in marketing expenses every year to continuously optimize Brand positioning is to expand the breadth of brand communication by combining online and offline, integrating communication tools, innovative promotion content, etc., extending the depth of brand value implantation, and achieving efficient access to users.
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Some industry insiders analyze that when the industry development is in the blue ocean stage, brands each have their own way of living; when the industry development is in the red ocean stage, brands must rely on their own capabilities, and the strong one is king. Through the Dajiang Tile series of actions to enhance the brand strategy, it can be predicted that in the next three to five years, the industry's brand will The gap between brands will become wider and wider, and resources and traffic will continue to concentrate on first-line brands and leading brands.
As market competition becomes increasingly fierce and the market environment becomes increasingly cruel, it is particularly important for dealers who operate ceramic tile brands to choose the right brand.. Therefore, brands that are in a period of rapid growth are naturally promoted to "hot cakes" in the eyes of investors. Take General Tile as an example. The brand launched its first online live broadcast investment promotion this year on March 24. In just 2 hours, we successfully locked in the intended agent quotas in 156 cities.
When the sea is flowing, a hero shows his true qualities. When most brands in the building ceramics industry are still in a period of confusion, General Ceramics accurately grasps the development trends of the industry and takes the lead. The start of the first year of brand strategy may become a key node for it to become the top 5 in the industry and have a significant impact on the industry brand pattern.
