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Wrigley's road to fame only took these three steps? ! |Brand Tour

Release time:2024-12-10click:0

Since 2021, brands in the building ceramics industry have continued to carry out brand upgrade strategies. As industry reshuffles intensify and market competition becomes more intense, many architectural ceramics brands have chosen to carry out brand upgrades and strategic adjustments at this point this year. Wrigley composite light-grained bricks (hereinafter referred to as "Wrigley") is one of them.

Founded in 2007, Wrigley is a comprehensive ceramic tile brand under Wrigley Home Group and one of the core brands in Wrigley Home’s whole-house space solutions. It currently has 876 sales outlets nationwide.

Wrigley has been very forward-looking since its inception, and every step in its development process has been a leap forward. Looking back on this glorious journey, Wrigley’s three important strategies in brand upgrade have all left a mark.


01
From the industry’s first anti-slip brick to the anti-slip safety research institute
Become a pioneer in functional ceramic tiles

In 2017, after ten years of hard work, Wrigley, which has already become a well-known brand in the building ceramics industry, began to focus on the development of safe and healthy ceramic tile products and is committed to protecting the personal safety of consumers.

Striving for excellence, innovation never stops. In August 2017, Wrigley anti-slip bricks were launched on the market. This also means that the industry’s first anti-slip brick was born in Wrigley. At that time, tens of millions of families in China were troubled by non-slip floors. Whether it was public places or domestic spaces, there were countless incidents of falling injuries due to slippery floors. The launch of Wrigley anti-slip bricks has greatly alleviated this dilemma.

It is reported that the Wrigley anti-slip brick series products use advanced anti-slip glaze. After being fired at a high temperature of 1200°, a super anti-slip glaze is formed on the surface. During the friction process, the surface of the anti-slip bricks It forms a sense of adsorption, creates a vacuum pressure through extrusion, and is adsorbed on the surface of the ceramic tile, thus strengthening the friction coefficient, making the dry and wet static friction coefficients of the ceramic tile reach above 0.6. In an environment with water, a suction cup effect will be formed to prevent objects from sliding.

Since then, Wrigley has focused on in-depth research and development in the field of anti-slip safety spaces, and is committed to creating more scientific, safer and more environmentally friendly anti-slip brick products for consumers. In July 2019, Wrigley, together with the Guangdong Ceramics Association and NetEase Home Furnishing, jointly established the "Anti-Slip Safety Research Institute" and launched the "Anti-Slip Safety White Paper" in the industry.

At the same time, Wrigley continues to strengthen the terminal anti-slip IP image and promote it online and offline.Advertising has been placed in high-end communities, parking lots, high-speed rails, and expressways in Beijing, Hangzhou, Kunming, Zhengzhou, Harbin and other places to reach more user groups, deepen consumers' understanding of anti-slip tiles, create a professional image of anti-skid and people-friendly, and provide Dealer store marketing empowerment.

From innovation to focus and leadership, Wrigley took two years to achieve the leading position in the industry with anti-slip tiles and became a pioneer in promoting the development of functional ceramic tiles in the industry.


02
Smart upgrade
Anti-Slip Safety + Whole House Solution

After the outbreak of the COVID-19 epidemic in 2020, whether the home environment is healthy and safe has become a new indicator for consumers to measure building materials. "Home safety", "green home", "quality life" and "healthy breathing" have become hot spots of national concern.

In compliance with market demand and industry trends, Wrigley launched the "Anti-Slip Safety + Whole-House Solution" in July 2020, integrating safety materials and technology into ceramic tiles to fully integrate quality, design, and functionality, making the whole-house wall Floor tiles have more functional options to meet the higher needs of consumers.

The pursuit of smarter and warmer products, allowing more people to experience the beauty of home life, has always been Wrigley’s starting point and original intention in making products. If the launch of anti-slip bricks is a vivid reflection of Wrigley's social concern and humanistic care, then the "anti-slip safety + whole-house solution" is an in-depth iteration of its smart upgrade and multi-dimensional layout.

It is understood that Wrigley Anti-Slip Safety+ perfectly integrates safety materials, product technology, and functional design to bring anti-slip safety, formaldehyde degradation, soft light eye protection, antibacterial and easy cleaning, and odor removal to users’ home environments. Experience the five major functions of ammonia. The whole-house solution launched simultaneously covers four major safety spaces: guest dining room security system, bedroom security system, kitchen and bathroom security system, and balcony security system, creating a multi-dimensional smart and comfortable home life experience for users.

In the same year, Wrigley Home Furnishing created a one-stop shopping experience for three major brands with the theme of "Wrigley Life Festival", allowing consumers to decorate the whole house faster, more worry-free, and more securely; in conjunction with Hu Ke and Zhang Jike Celebrities such as "920 Brand Day" and "Double Eleven Taobao Shopping Festival" collaborated with singer Yan Yidan to release the brand song "Wings of Dreams", combining online and offline activities with multi-dimensional and cross-circle media exposure, dominating the screen The entire network has greatly enhanced the voice of ceramic tile brands.

03
Find a new way
Big release of Wrigley composite light texture bricks

After upgrading and launching the "anti-slip safety + whole-house solution" in 2020, in less than a year, Wrigley once again relied on its keen foresight to find a new way to break the innovation dilemma and find a new way to solve the involution of the building ceramics industry. track.

In April 2021, Wrigley held a grand 2021 brand strategy and new product launch conference in Foshan, China, and launched the Wrigley composite light-grained brick brand strategy and new product matrix. "Let there be more white space" has become its New brand slogan.

Behind the brand strategy upgrade is Wrigley's rational thinking about the industry. It is understood that after countless discussions and a lot of research and practice, the Wrigley team found that only ceramic tiles with simple textures, low saturation and versatile colors, and natural textures can create a stylish, durable space. Based on such market analysis, Wrigley decided to implement a differentiated focus strategy, launch the brand strategy of "focusing on composite light texture bricks to provide users with the most ideal home space background", and build a composite light texture BCT research and development model, starting from the texture brightness We carry out research and development in the three dimensions of difference, color saturation and texture three-dimensionality, and are committed to "making more white space in the space" to provide consumers with a more comfortable living experience.

In 2021, based on the brand upgrade strategy of "composite light-grained bricks", Wrigley launched the iconic product scholarly slate series, as well as a new composite light-grained product matrix in 2021, and at the same time re-planned and designed the terminal exhibition hall. Upgraded to A7 standard store to fully optimize the "product + experience" consumption scenario.

It is worth mentioning that the "Shuxiang" light-grained slate series products adopt composite texture technology, so that the bricks present three different craft surfaces: a bright surface with transparent details, and a 16° soft light, like a baby The skin-like delicate and moist skin surface, the surface texture is accurate to 0-0.9mm, and the 3D relief surface with 10° gradient light. These three different surface effects can meet different application scenarios.

PassThe pure, scholarly light-grained slate has a fine surface treatment process that blends the body color with the surface color, making the overall exterior and interior consistent, delicate and natural, revealing refinement from the inside out, bringing high quality and quality to home life. High-style ceremony.

Gong Wei, secretary-general of the China Building and Sanitary Ceramics Association, once predicted, "Future market opportunities will be reserved for companies with brand awareness, environmental awareness, and innovation awareness. This is a change in the operation of the entire industry."< /p>

From birth to shaping and becoming famous, Wrigley has always adhered to quality and innovation, taking innovation as the driving force, consolidating the brand with quality, promoting improvement with service, and ultimately realizing the sublimation of the brand's "double cycle of gathering strength and leading new consumption" , successfully created a good image of Chinese brands. Future market opportunities belong to Wrigley.

Over the past 14 years, Wrigley has been gaining accolades along the way, and has repeatedly won honors such as the "Top Ten Brands of Building and Sanitary Ceramics" subdivided into the "Top Ten Brands of Ceramic Ceramics" known as the "Hundred Flowers Award in the Ceramic Industry". Recently, in the 2021 "Top Ten Brands of Architectural Sanitary Ceramics" list, Wrigley was successfully shortlisted with a new attitude.

On July 10, the list will be released online. Stay tuned to see if Wrigley will be on the list again!

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