On the morning of March 31, the General Tile Super Strategy Dimension Upgrade Marketing Summit with the theme of "Seven Stars Driven to Create the Future" was held in Foshan.
As a brand established in 2003, General Tile has maintained a steady and hard-working development attitude in the past nearly 20 years, and has occupied a place in the industry competition with its solid foundation. If the development of a brand is a process of continuous self-transcendence, then holding a brand strategy upgrading marketing summit at a critical node that is about to usher in the next 20 years will become an important milestone for General Ceramics and the entire General Ceramics Group.
Liu Chaoyang, chairman of General Ceramics Group, believes that convening this meeting is not only in compliance with the needs of brand development, but also an inevitable choice to respond to industry changes. The seller's market era in which "the aroma of wine is not afraid of the depth of the alley" has become a thing of the past. In the fierce competition with accelerating industry concentration, no matter enterprises, brands or dealers, they must refuse to "lay flat". Only by daring to revolutionize themselves can we seize the opportunity. The initiative to write history.
▲Liu Chaoyang, Chairman of General Ceramics Group
Facing the upcoming 20-year new journey, Liu Chaoyang looked back on the past, based on the present, and looked forward to the future from the perspective of group development, and clarified the development goals and direction of General Ceramics. He emphasized that General Ceramics will pursue higher strategic goals in the future. Through in-depth reforms in products, brands, channels, management and other aspects, it will comprehensively upgrade its brand strategy and development direction and strive to be the best in the industry.
Rapid changes in the industry
Only the road to brand improvement remains unchanged
“The ceramic industry is constantly changing during the development process, and the only constant is brand improvement.” Yin Hong, secretary-general of the Foshan Ceramics Industry Association, mentioned that since 2021, the real estate industry has been exposed to thunderstorms and dual carbon and dual control policies. , coupled with the Russia-Ukraine conflict, rising fuel prices, the resurgence of the epidemic, etc., the ceramic industry is currently facing major changes unseen in 30 years, and companies are in a state of breakthrough, change, and transformation. Everything is changing, only the brand is improvingconstant.
▲Yin Hong, Secretary General of Foshan Ceramics Industry Association
Yin Hong believes that although ceramic tiles have strong material properties, it is precisely because of the uneven development of the industry that the quality of products and services on the market varies. For non-professional buyers, they must make choices through brands. . Looking at China's entire ceramic industry, we are still far away from the era when oligarchs were formed. This means that there is still a lot of room and opportunity for brand development. General Ceramics’ choice to upgrade its brand at this point in time will further promote the high-quality innovative development of the industry.
▲Tan Xiaowen, Vice President of Marketing of Jiangjun Ceramics Group
Coincidentally, Tan Xiaowen, vice president of marketing of Jiangjun Ceramics Group, also analyzed the current brand development situation and summarized three major trends when sharing marketing strategies. Judging from the macro trends of national and social development, factors such as dual carbon and dual control, power and production restrictions, and supply and purchase restrictions in the real estate industry have caused enterprises to face the dilemma of continued skyrocketing production costs and changing market structures; from the development trend of the ceramic industry From the perspective of consumption trends, the four major dimensions that consumers are most concerned about when buying ceramic tiles include quality, brand, service and price. In order to cope with these three major trends, General Tile has proposed a comprehensive upgrade of brand positioning.
Five-Year Growth Plan
Annual sales of a single brand are 5 billion
"We will use five years to achieve the strategic goals of 5 billion annual sales of the General Ceramics brand and 10 billion annual sales of the General Ceramics Group." Liu Chaoyang clarified the strategic goals of General Ceramics and Jiangjun Ceramics Group in the next five years. The development goal, and upgrading the brand strategy is a key step taken by General Tile to achieve this goal.
Tan Xiaowen believes that upgrading brand strategy is a systematic project. From the perspective of marketing strategy, General Tile must do five major outputs in the future. First, in terms of brand promotion, the brand image will be younger and more fashionable, and a publicity and promotion matrix will be established at the same time; second, in terms of product upgrading, it is necessary to do a good job in "two products" (i.e. appearance and quality) and "two bodies" (i.e. body).present and experience), "two modernizations" (i.e. fashion and fashion), and will also encourage "regional customization"; the third is service upgrading, which will achieve standardization, differentiation and systematization; the fourth is marketing upgrading , we will do a good job in system output around brand positioning, increase budgets and continue to invest; fifthly, in terms of upgrading talent management, we must focus on specialization and professionalism with one hand, and "two skills" (i.e., ability and integrity) with the other hand, and improve The company’s talent ladder structure.
▲General Manager of General Tile Brand Liu Xiaolei
There is an old saying in China, if there is Tao but no technique, technique can be sought; if there is technique but no Dao, it is only in technique. Combining the "strategic goal of annual sales of 5 billion" proposed by the chairman of the group and the "marketing strategy of five major outputs" proposed by the group's vice president of marketing, Liu Xiaolei, general manager of the General Tile Brand, formulated the brand's growth plan and growth tactics for the next five years. .
Liu Xiaolei revealed that in order to achieve the ultimate goal of the five-year plan, the market sales of General Ceramics will maintain double-digit growth every year from 2022, and strive to achieve a growth rate of 35% in 2026, with annual sales The amount exceeded 5 billion. Regarding the marketing tactical layout, he said that the brand's future development will revolve around three major upgrades and six major initiatives, and will achieve business model upgrades, brand upgrades, and R&D upgrades through the dimensions of product, production, logistics, store terminals, and marketing.
“First-tier brand”
General consolidates competitive strength
Today, when competition in the industry has become fierce, having the courage to propose the goal of achieving annual sales of 5 billion per brand within five years and striving to become the industry leader shows that General Ceramics and even General Ceramics Group have strong strength. The "China's 500 Most Valuable Brands" ranking shows that General Ceramics has been on the list for six consecutive years with a brand value of 11.639 billion yuan; in the 2021 "Top Ten Architectural and Sanitary Ceramics Brands List", General Ceramics won the " Ceramics First-tier Brand Title"; at the Brand Strategy Dimension Upgrade Marketing Summit, Euromonitor International entrusted Yin Hong, Secretary General of the Foshan Ceramics Industry Association, to issue a "First-tier Brand" market status statement letter to General Ceramics Group...&hellipThe market position of General Ceramics has been certified by authoritative organizations time and time again.
▲"First-line Brand" certificate of trust is issued
Up to now, General Ceramics has nearly a thousand brand stores in 27 provinces across the country, serving more than 120,000 households every year. Consumer satisfaction is extremely high, and 92% have the intention to repurchase; in terms of production capacity, General Ceramics Group It has invested heavily in building a slate R&D and intelligent manufacturing base and introduced a full set of industry-leading equipment. The first phase of the production base in Hengyang, Hunan is also under construction and is expected to be put into production at the end of 2022; in terms of sales scale, the industry's largest B-end, pure-play Against the background of shrinking retail C-end channels, General Tile has taken the small B-end as the main focus of sales growth, and has early deployed channels such as foreman, decoration, home decoration, and public decoration. In addition, the sales of its slate products have ranked among Top five in the industry.
In order to continuously consolidate market competitiveness, General Ceramics conducts in-depth exploration of the two major consumer demand dimensions of spiritual attributes and physical attributes to further amplify its competitive advantages. First of all, General Tile has made breakthroughs and improvements in quality assurance and process research and development on the original basis to create consumer trust; secondly, in line with the rise of national brands, General Tile, which has its own Chinese cultural brand genes, will continue to serve China Manufacturing makes a sound; in terms of design aesthetics, Dajiang Ceramics innovates product applications based on the decoration styles favored by the new generation of consumers; in terms of functional characteristics, Dajun Ceramics conducts product research and development for wear-resistant, anti-slip, antibacterial and other properties; in terms of cost performance On the other hand, General Tile has optimized its product price system and brought high-quality ceramic tiles that are affordable to the general public to the market...
“Seven Star High Quality”
Super symbols implement the value system
"First-line big brand, seven-star high quality", the new brand slogan of General Tile has caused a violent response in the industry. The first half of the sentence "big first-tier brand" is actually very easy to understand, but what does "seven-star high quality" mean? At the Brand Strategy Dimension Upgrade Marketing Summit, General Tile interpreted the meaning behind "Seven Stars of High Quality".
Literally speaking, "seven-star high quality" refers to the quality and performance characteristics of the entire line of General Tile products, including super wear resistance, super anti-slip, super stain resistance, super smoothness, true patterns, and super resistance.Bacteria, high density. In these seven quality indicators that consumers are most concerned about, the products of General Ceramics all show high quality that is far higher than European and American international standards and Chinese quality standards.
From a connotation point of view, "Seven Star High Quality" is the reason to buy, experience points, and super trust certificate created by General Tile to meet the fundamental needs of current consumers. It is also the core value, competition barrier, dream and certificate of its brand. Mission represents a set of product development standards, a set of internal operating mechanisms of an enterprise, and the service value of an industry.
▲Brand symbol launching ceremony
As a strategic partner of General Tile’s brand positioning upgrade, He Zhitao, CEO and Chief Strategy Officer of Osas, officially displayed the “seven-star” super symbol representing General Tile at the Brand Strategy Dimension Upgrade Marketing Summit, with a The super symbol integrates "seven-star high quality" into the brand value system. It is reported that in the future, General Ceramics will also establish the Seven Star Slate Research Institute and the Seven Star Technology Research Institute to continue to sing the brand voice of "first-line big brand, Seven Star high quality".
Seize consumers’ minds
Welcome the era of consumer brands
According to statistics, the total sales revenue of China's architectural ceramics industry in 2021 is 345.7 billion yuan, of which the top 20 account for 20% of the total sales. Some industry insiders have analyzed that 20% is a watershed for the concentration of an industry. Exceeding 20% means that the industry will accelerate concentration. When this figure exceeds 30%, it means that the era of consumer brands has arrived, and the Matthew Effect will be further highlighted. When the development logic of the industry changes from incremental to stock, and from production capacity to brand value, it means that companies must focus on the brand to meet the needs of market segments and establish consumer choice preferences.
▲He Zhitao, CEO and Chief Strategy Officer of OSES
He Zhitao gave a speech at the Brand Strategy Dimension Upgrade Marketing Summit with the theme of "There are 5 tiles in the world, 1 is a general". In his speech, he took the mobile phone industry as an example: an industry that has experienced deep reshuffle. Each part of the market represents consumers’ choice preferences. Only by understanding consumerOnly by focusing on cost decision-making factors and establishing consumer choice preferences can we occupy our own position in the market. In 10 years, there will be only "five ceramic tiles" left in the industry. These five ceramic tiles can be summarized as high-end quality ceramic tiles, textured decorative ceramic tiles, characteristic/category ceramic tiles, low-end cheap ceramic tiles and comprehensive quality ceramic tiles. The comprehensive quality ceramic tiles correspond to the It is the brand positioning of General Tile as "a first-tier brand, seven-star high quality".
It is worth mentioning that comprehensive quality ceramic tiles have the best chance to seize the minds of consumers, because the key words of this type of ceramic tiles are "high quality, excellent price, first-line big brand", facing the current diversified demand , consumption rationalization, and brand awareness awakening in the Chinese ceramic tile market, whether it is offline housing, second-hand housing, renovated housing, rental housing, self-built housing and other markets are calling for comprehensive quality ceramic tiles. General Tile's choice to take the lead in seizing the position of comprehensive quality ceramic tiles will help its brand establish its own intellectual property rights and form its own traffic sovereignty in the new consumption era.
It is understood that in 2022, General Ceramics will launch the Seven Stars Shining China·Hundreds of Billion Project, through brand touch points such as material display, advertising display, store display, investment promotion, business education, foreman activities and other channels. The development, naming, and packaging of the "Seven Stars" series of products, as well as marketing actions such as brand upgrade conferences, exclusive brand festivals, exhibition appearances, and promotional activities, further implant the brand positioning of "first-line major brands, Seven Stars high quality" into consumers In their minds, we welcome the advent of the consumer brand era.
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Facing the new journey of the next 20 years, General Tile has put forward the brand vision of "committed to becoming the top 5 high-quality ceramic tile leading brands in the industry", and also proposed the brand of "creating high-quality and beautiful living spaces" Mission shows that this brand strategy upgrading marketing summit is not a simple brand positioning upgrade.
As Chen Chunhua, dean of the BiMBA Business School of the National School of Development of Peking University, said, in 2022, corporate development will enter a trend in which the mission movement will become the mainstream. Today, the existence of an enterprise is no longer an independent business individual, but a social entity. organ. Under the leadership of Jiangjun Ceramics Group, Jiangjun Ceramics will not only achieve the annual sales target of 5 billion in the future, but also shoulder the brand responsibility of satisfying the people's yearning for a better life.
