In 2020, under the shock of the epidemic, the drastically changed market environment accelerated the iteration of the ceramic industry. From the turbulent situation to the adjustment and transformation of corporate marketing, the wind direction triggered by the gray of the times is biting and cold, just like a big exam. For Jin Chaoyang Ceramics, which has been a brand for 18 years, its sharpness has not diminished. With years of steady rising potential, it has already developed a strong physique to cope with external changes.
Zheng Kai, deputy general manager of Jin Chaoyang Ceramics Brand
At a time when major exhibitions are postponed and passenger flow is missing, how to achieve positive brand operation, achieve investment expectations through the front-end of the company, and what the future trend of the industry will be, from the reporter's comments on Zheng Zheng, deputy general manager of Jin Chaoyang Ceramics Brand In Kai's interview, we can see Jin Chaoyang's unique marketing ideas and courage.
“Black Swan” Raid, Investment Promotion Remains Sharp
As a powerful brand under the New Mingzhu Ceramics Group, its deep and extensive market territory is carrying the strategic intentions set by Jin Chaoyang. In addition to the impact of new local cases in Heilongjiang, Jin Chaoyang's dealers in various regions have fully resumed work. Zheng Kai believes that under the generally depressed business environment, Jin Chaoyang has withstood the impact of the epidemic and entered a new situation in marketing promotion. .
Aerial photography of Jin Chaoyang Sanshui Intelligent Production Base
For the traceability of this strong anti-risk ability, Zheng Kai attributed it to two points: First, Jin Chaoyang Ceramics has four major intelligent production bases including Sanshui, Foshan, Guangdong, Lubu, Zhaoqing, Gaoan, Jiangxi and Xishui, Hubei. The hard-core, multi-dimensional new technological strength allows Jin Chaoyang to occupy a higher ecological niche, form a flexible and agile supply chain system, and focus manufacturing output on the consumer side.
Jin Chaoyang adopts the world's most advanced technology and equipment
Second, Jin Chaoyang’s development strategy of “offense as defense” for many years. While adhering to the top-level design of New Pearl Group throughout the year, Jin Chaoyang has an insight into the development and changes of the market and uses diversified marketing strategies, including the currently popular online "live broadcast", high-end outdoor advertising, in-depth cooperation with well-known new media, etc. Communication combination fully activates the brand’s investment potential.
Jin Chaoyang brand store image
It is particularly worth mentioning that with the advancement of the new Mingzhu Ceramics Group’s listing plan and the capital increase from famous companies such as Evergrande, Poly, and Midea, Jin Chaoyang Ceramics will also enter a broader track, and the strategy created by this The new situation is bound to excite dealers and become a significant advantage of joining as an agent.
Quality and efficiency help the terminal continue to make profits
Facing this year’s new round of market investment, a product system that pays equal attention to focus and innovation, a solid production and supply base, and the evolution of marketing systems such as customer acquisition, channel maintenance, and team cultivation are becoming what customers value when joining the franchise. elements. As the industry's brand concentration deepens, how do dealers choose agent brands? Zheng Kai's answer is: quality and efficiency.
The new retail ecological closed loop built by Jin Chaoyang
Although there are endless investment strategies for different brands, "Jin Chaoyang Ceramics has spent 18 years developing upward in every drastic change in the cycle, constantly nourishing the flourishing branches of its dealers, and vividly showing what Excellent corporate appearance, what is the operational efficiency of manufacturer interoperability?" Zheng Kai believes that this is a unique advantage that is more sincere and impresses customers than free store building and expensive investment subsidies.
The new retail ecological closed loop built by Jin Chaoyang
Regarding the appearance and efficiency of Jin Chaoyang Ceramics, Zheng Kai introduced to reporters: The new retail ecological closed loop formed by smart stores, Kuaihui, and Aiwohui will connect consumers, store managers, shopping guides, dealers and The brand's full chain, through a new iteration of design empowerment and experience services, combined with Jin Chaoyang's flexible production and rich product portfolio, accurately reaches consumers and generates value transformation. Utilizing high-quality customer stickiness to aggregate traffic, Jin Chaoyang's beautiful appearance and superb efficiency are fully reflected.
Jin Chaoyang quick drawing design work
At the same time, with the brand gene of symbiosis and win-win with dealers over the years, Jin Chaoyang Ceramics has always been adhering to cultivating customers' sustainable profitability, helping stores achieve a leap in quality and efficiency, and operating at a real profit. terminal mode. Regarding Jin Chaoyang's next large-scale investment promotion, Zheng Kai is confident that he will wait and see.
The rise of “live streaming” craze highlights brand tension
Talking about the "live broadcast" model that is favored by the industry and outside the industry, Zheng Kai believes that only by opening up online and offline sales channels can the power of new retail be truly cultivated and unleashed. He said that behind the explosive marketing of emerging media is the trinity of brands, products and customer groups, which has an internal logic that fits the sales scenario.
Jin Chaoyang Ceramics Headquarters Exhibition Hall
For ceramic tiles that focus on experiential consumption, instigating offline prospective customers to go online and converting original stock orders into actual transaction volume is currently a highly recommended approach. Zheng Kai told reporters that Jin Chaoyang Ceramics' use of online "live broadcast" to attract investment is not only a quick response to the switching of marketing scenarios, but also aims to show brand tension to all onlookers and intended customers, declaring Jin Chaoyang's strong business confidence.
Jin Chaoyang Ceramics Headquarters Exhibition Hall
From the environmental response to the post-epidemic era, in just a few months, many business markets have experienced dramatic changes, and news of corporate difficulties has come out from time to time. However, with the advent of the "black swan", the strength of the brand's endogenous power becomes more apparent. Driven by the growth of the group's size and marketing, Jin Chaoyang Ceramics has been attracting investment nationwide, and its open and closed attitude is becoming a vivid "new pearl sample".
From differentiation to uniqueness, the innovation of graphene intelligent heating tiles
If we say what characteristics of ceramic enterprises are particularly important after the test of this epidemic, the answer given by Zheng Kai is the "innovation power" of the brand. When the external market goes down, the product itself becomes the key to driving omni-channel traffic and impressing consumers. In the competition on the same track, Zheng Kai felt that consumers valued product value. The ability of technology research and development and original design was also an indispensable yardstick for dealers to measure brand strength.
All-over bright JF-1Q126001 Galaxy White
"How to evolve products into living brands is exactly what Jin Chaoyang Ceramics spares no effort to do." Zheng Kai said that Jin Chaoyang, which has insisted on high-quality production for 18 years, has strong
It has strong product R&D and design innovation capabilities, and has obtained more than 180 valid domestic patents. It is commendable that Jin Chaoyang has developed a new technology of "graphene intelligent heating tiles", established the "Jin Chaoyang Innovation Technology Incubation Center" at its headquarters, and carried out "industry-university-research" scientific and technological activities with Tsinghua University and other colleges and universities. In terms of category innovation, Stand up high and attract the attention of the industry and media.
All-over gloss JF-1Q126015 Arctic Gray
From constantly polishing product differentiation advantages to relying on a powerful brand data center to outline user needs, Jin Chaoyang has built a unique marketing closed loop with the ambition of building the first brand of heating bricks. Zheng Kai feels that it is inevitable for Jin Chaoyang to innovatively launch "graphene intelligent heating tiles" and take the lead in occupying the ecological niche of key cognitions such as health and environmental protection. "Years of insights and feedback have allowed Jin Chaoyang to continuously grow new consumption tentacles, iterate from innovation, and have been integrated into the brand's genes and blood." From the outside, Jin Chaoyang has made a big move into market segments, "it can only be broken quickly." "The outstanding performance stems from the in-depth expansion of its product innovation.
The rise of upstarts with the support of technical support
After the fermentation of the past year, the discussion about slate continues to heat up. In the eyes of everyone, it represents a trend product. It is attracting market attention with the proliferation of production lines and the argument of a new inflection point in growth.
Regarding the development trend of slate in the post-epidemic era, Zheng Kai recalled that in the past few years, there were only about 60 large slab production lines in the world. At that time, there were only about 7 or 8 domestic large slab production lines. Now, the global large slab production lines are almost 100 items, and the number above domestic specifications has exceeded 20. With this exponential growth, it is not difficult to see that slate will be the future trend.
Fully bright JF-QW612008 Grasu
Behind the macro data, Zheng Kai elaborated on the small trends he observed: Domestic large-board production lines are mainly concentrated in leading ceramic companies, and major brands such as New Pearl have included them in their construction plans to use "icing on the cake" " may be more appropriate to describe the situation of rock slabs in the industry.
What is attracting attention is that Xinmingzhu and Master Tie have launched a comprehensive strategic cooperation to expand the on-site processing tools of large slabs and rock slabs, the construction auxiliary material system, as well as construction engineering technical services and floor installation. Provide a complete sales and service system from pre-sales, sales and after-sales. As a new product channel for ceramic companies to open up the pan-home furnishing industry, New Pearl Ceramics Group, including the Jin Chaoyang brand, will have great prospects in terms of size and market matching capabilities.
Through the exclusive interview with Zheng Kai, deputy general manager of the Jin Chaoyang Ceramics brand, we have seen that in the post-epidemic era, Jin Chaoyang Ceramics has continued to
The investment strategy of offense and defense, the innovative power of graphene intelligent heating tiles, constantly improving the quality and efficiency of terminals, building a strategic layout of new retail and technology supporting ecology, fully demonstrating the brand's flexibility in responding to market changes . I believe that under the new industry structure and competition in new categories, Jin Chaoyang Ceramics, which continues to release marketing potential, will occupy a high position.
(This article is provided by the enterprise)
