China's real estate industry will usher in a moderately relaxed policy in 2019. The supply of new houses will reach an inflection point and diverge, while second-hand houses are expected to end their downward trend. Many people say that challenges are opportunities. In such a general environment, seizing the opportunity to strike accurately is not an opportunity for manufacturers and terminal dealers to join forces to upgrade and develop their brands. The author understands that nowadays, many companies in the ceramic industry are developing through multiple channels and on a large scale, among which sublimation ceramics should be mentioned.
Three-year dimension upgrade plan, brand strength output
The industry situation is grim, and it is particularly important for enterprises to lay out the layout and implement it well. Starting from the second half of 2017, Shenghua Ceramics has carried out major reforms: renovating the 10,000-square-meter headquarters exhibition hall, restructuring the structure, upgrading terminals, transforming production lines, etc., and using this as a solid starting point to carry out drastic innovations. In 2018, a "Three-year Dimension Upgrade Plan" was formulated, investing heavily in advertising on the four major CCTV advertising channels and national high-speed rail stations, and re-shooting brand promotional videos with a modern aesthetic. At the same time, it kept up with the trend of marketing models, investing in WeChat Moments advertising and all-round advertising. Internet marketing, Douyin challenge, etc.
Zhang Mijing, managing director of Shenghua Ceramics, said: "The investment in these two years is Shenghua's largest investment in recent years! The three-year dimension upgrade plan we have formulated is When implemented, it can expand brand influence and empower terminal development.”
Strong efforts in fine decoration and decoration to achieve a major brand leap
Investment is risky, so investment needs to be cautious. Only future-oriented investments can yield expected gains. In the first half of 2019, small and medium-sized enterprises in the ceramic industry could no longer withstand the pressure and stopped production one after another.No time in sight. And powerful enterprises rely on the advantages of asset and brand resource integration, product, design, display, channel services, marketing and promotion and other differentiated advantages to speed up cooperation with decoration companies and real estate companies, win new vitality, and gain new vitality through social The control of the group occupies the commanding heights of the market. The rapid development of Shenghua Ceramics in the past two years and the output of brand strength also demonstrate the forward-looking nature of the "Three-Year Dimension Upgrading Plan".
According to Mr. Zhang, "Shenghua Ceramics' sales performance in fine decoration and complete decoration increased by double digits year-on-year in 2018 compared with 2017. As for the overall channel, the sales performance of complete decoration The proportion is even larger. The first half of 2019 also saw a significant year-on-year growth. The second half of the year is the peak season for decoration, and the growth rate is expected to increase. "Shenghua Ceramics' operation model in fine decoration and complete decoration is led by the headquarters, and the terminal agents do it. Service providers have also set up regional central warehouses across the country to fully cooperate with agents in store construction and capital flow. This provides agents with greater security in management and supply chain, and more flexible capital operations.
If you want the hardcover and complete decoration channels to develop well, product design and color innovation and supply must also keep up. Zeng Guangqing, deputy general manager of Shenghua Ceramics, mentioned that in the past two years, Shenghua Ceramics has made great efforts in product research and development, innovating in technology, colors, specifications, etc. After developing glaze technology, it also added diamond dry particles and finely carved glazes. , candy glaze and other value-added products, the Mohs hardness reaches level 8 or above, which exceeds the wear resistance of polished tiles, which also meets the individual needs of terminal retail and these special channels. In addition, inventory optimization is done, and the main product inventory is always available. Hundreds of designs are in stock.
Intensive cultivation of channels can win the victory of the brand. This not only requires the company to fully cooperate with the operation of the channels in all aspects, but also is very important when choosing fine decoration and decoration companies to cooperate with. important. Mr. Zhang said: "Shenghua Ceramics has also been assessed in selecting partners, and the choice is a regionally strong leading company."; The capital operation of fine decoration and complete decoration is very important. For a company with long-term development, if the complete decoration or fine decoration company has a large scale and wants to spread across the country or even the world market at once, such a company must carefully consider Whether to cooperate with it. Mr. Zhang said frankly that channels such as decoration, centralized purchasing, and fine decoration sometimes require personal public relations to get to know more friends on these platforms, which will become a stepping stone for the future development of Shenghua Ceramics.
Strategic upgrade of dimension upgrade plan, secondary empowerment of brand development
Times are progressing and enterprises are developing. This year, the second year of the Shenghua Ceramics Dimension Upgrade Plan, the marketing strategy has also been fully upgraded. From the "Win the Future" dealer summit at the beginning of the year, to strategic upgrades such as CCTV advertising, high-speed train advertising, and network-wide marketing, we have also I saw Shenghua’s massive investment. Mr. Zhang said: "The Shengwei plan has been strategically upgraded to empower brand development for the second time. This not only takes the brand's influence to a new level, but also gives end customers a shot in the arm, making consumers and customers more interested in the development of the Shenghua brand. Confident."
Sublimation ceramics has such a great leap forward in such an era, which is both unexpected and expected. If an enterprise wants to develop in the long term, it must focus on making products with ingenuity, provide services with care, and build a solid brand. The future has arrived, and the future development of enterprises is still far away. With new goals and new missions, we also hope that there will be more powerful companies like Shenghua in the industry to help the development of the ceramic industry. Shenghua's development has opened a new chapter. We also believe that Shenghua Ceramics will create greater brilliance and create more pride in the future. Great achievements!
(Enterprise contribution)
