Ceramic industry year-end inventory summary • 2021 ②
The formation of a brand is not accidental. Behind almost every successful brand, there is a series of careful marketing plans.
As market competition intensifies, ceramic tile brands are paying more and more attention to building brand influence and are willing to invest in brand marketing. At the same time, as young people gradually become the main force of consumption, the marketing models of ceramic tile brands are gradually diversified. The end of the year is approaching. Looking back on 2021, which ceramic tile brands in the building ceramics industry have outstanding marketing actions that are worthy of our review, learning and reference?
Today, Zhongtao Jun will take stock of it for everyone.
Brand Upgrade Marketing Track
With the changes of the times, consumers in the home furnishing market are becoming younger and more rational, consumption is upgrading, and market demand is changing. In this context, the connotation and expression of ceramic tile brands must also continue to evolve and change to cater to new consumer needs. We call this brand upgrade. There are many cases of ceramic tile brand upgrades in the building ceramics industry, among which the upgrade of marketing strategies is also a top priority.
The most “surprising” case of ceramic tile brand renewal this year is undoubtedly White Rabbit Ceramics. As a benchmark enterprise that has been deeply involved in exterior wall tiles and mosaics for more than 20 years, White Rabbit announced its entry into the indoor wall and floor tile track, realizing the integrated application of ceramic tiles with a "three-tile parallel drive" product matrix format. In terms of marketing, White Rabbit explores a rejuvenation strategy, adding cool personality, internationalization, and fashionable main design elements to the brand vision, combined with the latest trendy IP that meets the aesthetics of young people-Energy Rabbit, from product packaging We provide one-stop solutions from multiple perspectives, including product design, IP creation, IP peripherals and space integration, to attract consumers with their good looks.
Huiwanjia Ceramics also launched brand IP. At the beginning of 2021, Huiwanjia Ceramics officially changed its name to Huiwanjia Ceramics, and the brand concept was upgraded to "Thousands of Selection·Benefiting Wanjia", reinterpreting the tone of the Huiwanjia brand. Huiwanjia extends the DNA of "caring, warm, obsessive-compulsive, picky, family" from the brand concept, and launches the brand's personified image "Aze”, and has successively launched the "Twelve Constellations Warm Men's Illustrated Book" series of short story videos to achieve the purpose of "bringing people together" through brand IP personification, establish trust and communication with consumers, and facilitate consumers to truly perceive the Huiwanjia brand. The "temperature" brings the brand closer to consumers.
The brand upgrade direction of Yueqiang Ceramics is unique and extremely unique in the industry. Yueqiang promotes brand upgrading with distinctive products and uses Cantonese culture as its brand IP to create a "new generation of high-quality national fashion ceramic tile brand", "an outstanding representative of Foshan Lingnan culture" and "the first brand of Cantonese culture". At the same time, Kung Fu, a branch of Cantonese culture, was extracted and used as the core element of marketing and promotion, and Bruce Lee's actor, Hong Kong martial arts star Chen Guokun, was signed as the brand spokesperson. The overall image of the brand was completely new, giving people a unique and profound impression.
Nowadays, as China’s national strength rises into the ranks of major powers, the national self-confidence of the new generation of consumers is gradually increasing, domestic products are prevalent, and national trends prevail. Under this situation, the upgrade of brand image and connotation is crucial. At this opportunity, with 23 years of accumulation in the ceramic field, Shuncheng Ceramics Group officially signed a contract with CCTV "Big Country Brand" to launch a comprehensive marketing strategic cooperation. Shunhui Ceramics, Wangzhe Ceramics and Baite Ceramics under Shuncheng Group have been selected into the "Great Power Brands" and entered the Great Power Brand National Team.
Deepen the connotation of brand cultural value
As mentioned earlier, domestic products are currently popular and national trends are in power, which means that today’s consumers are not satisfied with product needs, but also want a cultural demand. Brand power must rely on cultural connotation. Therefore, brand marketing should dig deep into the value connotation and emotional connotation of the brand, make full use of the brand's reputation and popularity to extend the brand, and further improveBrand appeal and competitiveness.
Over the years, Jianyi has continued the brand concept of "making families live better", and has opened Jianyi cultural lecture halls across the country with this theme to inherit family culture and promote the introduction of beautiful home culture. Thousands of households make life better for Chinese people. In July this year, the launch ceremony of the "Inheritance·Beautiful Home" Jianyi Cultural Lecture Hall was held in Shenzhen, officially kicking off the nationwide tour of the Jianyi Cultural Lecture Hall. Subsequently, the "Inheritance·Beautiful Home" Jianyi Cultural Lecture Hall was successively launched in fifteen cities including Beijing, Shanghai, Chongqing, Dongguan, and Suzhou, uniting cultural experts from all over the country to jointly explore the power of "Beautiful Home Culture".
2021 is the third year of the Grace Ceramics Intangible Cultural Heritage Integration Plan. It proposed the theme of "Unbounded · Chuancheng" and selected 6 cities-Foshan, Shanghai, Beijing, Tianjin, Chengdu, and Xi'an. Explore the historical relevance or localized development characteristics of these cities and Xiangyunsha, and let the promotion of intangible cultural heritage culture and products reach thousands of households. This year, Grace also launched the "Grace Intangible Cultural Heritage Creation Camp", and specially invited brand convener Huang Lu and Douyin's popular Chinese star Simiko to join the Grace intangible cultural heritage integration plan, forming a circle of cultural penetration.
Grace [Intangible Cultural Heritage Creation] adopts a new Internet celebrity KOL model, which is carried out from three levels: communication power, topic power, and empowerment to open up the channel for brand upward growth.
In November this year, Guanzhu Ceramics was selected into the People's Daily's "Brand Power Plan" and became the only selected brand in the building ceramics industry. In the face of changes in national consumer demand, Guanzhu continues to enhance the cultural value and practical value of its products. Inheriting and carrying forward Chinese culture, taking the traceability of ceramics as the root, ancient capitals and cities as the veins, integrating traditional Chinese culture and modern fashion to create the first new cultural and creative IP product - Guanzhu Huamai, and jointly launched it with People's Daily Cultural Innovation The joint space "Heritage of Chinese Culture" embodies the new vitality of Chinese culture.
In fact, Guanzhu has made frequent marketing moves since its brand refresh and upgrade at the end of 2020. It must be mentioned that it signed the film and television star Di Lieba as the brand spokesperson. As a top star who is loved and watched by young people, Di Lieba isIt has huge influence among young consumer groups. On the day of the official announcement, it triggered high-frequency heated discussions and the attention of the entire media. Weibo-related topics hit the hot search list on Weibo, and the subsequent marketing exposure data was also quite astonishing. By cooperating with celebrities, Guanzhu has increased the awareness of the young consumer market and effectively enhanced brand awareness.
Cross-border co-branding to break the brand circle
In recent years, brand co-branding has been quite popular, forming a creative marketing trend. Whether it is clothing co-branded with artists, beauty co-branded games, ice cream co-branded milk tea, more and more brands are starting to join hands with IP, and this trend has also "blowing" to the construction and ceramics industry. This year, at least two ceramic tile brands have successfully activated social traffic through brand co-branding and driven brand communication.
At the beginning of this year, Melco Marble Ceramics reached a cross-border cooperation with HEA, an original national fashion brand. Not only did it launch the "True Color Series" joint products, but the "Melco Original National Fashion Pavilion" with HEA symbols as design elements will also be launched in 2021 A big hit at the Spring Ceramics Expo.
Two brands that are committed to exporting original high-quality products have initially laid the foundation for a successful joint collaboration. Deciding whether two brands should co-brand requires not only the user dimension, but also the product dimension and traffic dimension. Xie Zhuoyan, deputy general manager of Melco Marble Tiles, said that the name of the trendy brand HEA means "happy, simple and indifferent". It represents the living conditions of modern young people, which is very consistent with the young consumer groups that Melco targets. In terms of communication channels and content, Melco not only planned a number of joint marketing activities, but also designed HEA joint areas and implemented them in terminal stores to deepen the brand's youthful core.
Another successful cross-border collaboration is Summit Tile x the internationally renowned anime Doraemon. Samit officially announced a strategic cooperation with Doraemon at the 2021 Foshan Tanzhou Ceramics Exhibition, and the jointly created "Dreamer" booth gained great popularity. Since then, Samit has launched the Doraemon co-branded wall slate; at the 2021 Guangzhou Design Week, the Samit x Doraemon IP joint design continued to be responsible for traffic and became a very popular check-in point.
Samit breaks the traditional product development model of imitating material textures, creates a trendy IP image that integrates corporate culture and traditional products, creates a new marketing strategy, empowers the brand with a new breath and image, and enhances the young "trendy brand" Brand image.
Sponsor popular programs to develop new communication channels
The traditional brand marketing and publicity channels for ceramic tile brands are nothing more than outdoor advertising such as anti-aircraft guns and high-speed rail. With market channel segmentation, traditional brand publicity channels no longer meet the consumption habits of the new era, and new brand communication channels continue to be used. This year, the building ceramics industry has entered a new stage of brand communication, and the marketing method of sponsoring popular programs has attracted the attention of ceramic tile brands.
In May this year, Dongpeng Ceramics cooperated with Tencent Video's S-level variety show "Fifty Kilometers Taohuawu" as an industry sponsor brand, leveraging the potential of top IP to reach young consumer groups, and launched a multi-scenario combination online and offline, with a revenue of 618 Terminal promotions attract traffic strongly. In August, Dongpeng Slabs cooperated with the popular comedy talk show - Tencent Video "Talk Show Conference 4" as the "designated slate brand", and started an IP with the wonderful combination of Slate Pioneer × National Variety Show Cross-border carnival.
This year is also a new stage for Oceano Ceramics to enter a new stage of strong brand communication. In addition to high-frequency exposure in core transportation hubs such as anti-aircraft artillery, airports, and high-speed rail across the country, it also appeared in "The Palace" "The World", "Daughters' Love 4", "Tian Tian Shang Shang 2021", "Happy Camp 2021" and other popular variety shows have created a multi-channel, multi-form and multi-level brand communication matrix.
In addition, Weimei L&D Luxury Stone Slate and Marco Polo Ceramics have also launched similar content marketing sponsorships this year. As the designated product of the program, Weimei L&D Luxury Stone Slate has become the sponsor of "Renew Your Home Quickly". Weimei L&D's ceramic tiles and slate products are appropriately used by designers in home decoration. Since 2020, Marco Polo Ceramics has joined hands with the fourth season of CCTV's "Secret Makeover" to join forces with 10 top designers.Renovate an old home for a role model and convey the brand connotation of "Building a Home for Love" to the audience.
Sports marketing revitalizes brands
Sports marketing is a very common form of marketing in the construction and ceramics industry in recent years, and many classic cases of sports marketing have also emerged.
The ceramic tile brands that have successfully increased their brand awareness through sports marketing this year have to mention Dongpeng Ceramics and Nobel Ceramics, which are the official ceramic tile suppliers of the Beijing 2022 Winter Olympics. In June this year, the brand strength of Dongpeng and Nobel, two leading architectural ceramics companies, was recognized, and both became the official ceramic tile suppliers of the Beijing 2022 Winter Olympics and Winter Paralympics. In the future, Dongpeng and Nobel can use the Winter Olympics platform to launch all-round marketing operations and fully enjoy the extensive benefits brought by the Olympic brand.
In addition, Guanxingwang Ceramics signed the women's volleyball world champion and well-known writer Zhao Ruirui as the brand spokesperson in April this year, strongly creating a new level of brand marketing. It is reported that as early as 2021, Guan Xing Wang has joined hands with multiple sports champions to organize "Champions Signing" activities, allowing world champions to visit terminal events to interact with consumers and spread Guan Xing Wang's uplifting, positive and optimistic brand. Positive energy has successfully established a positive image of the terminal brand.
In the past two years, ceramic tile brands have gradually accelerated the pace of marketing to break through the circle, trying to break through the shackles of "industry brand" and transform and upgrade from "industry recognized brand" to "consumer recognized brand".
In addition to the above cases, which ceramic tile brands do you think have successfully broken through the circle through marketing actions? Welcome to leave a message and share!
(Author: Sitao)
