In the post-epidemic era, brand power has increasingly become an important factor in enhancing the resilience of corporate survival. Because of this, since the beginning of 2022, many ceramic tile brands have worked harder on marketing. In addition, with the changes in the new media environment and the pressure to break down the barriers of audience circles, they are no longer satisfied with traditional marketing methods, but are constantly seeking more efficient and diverse ways to expand brand awareness and influence, thereby increasing market share.
01
Live broadcast investment
Become the main investment promotion form for ceramic tile brands
For most ceramic tile brands, investment promotion is the focus of annual business operations. As major exhibitions have been postponed due to the impact of the epidemic, ways to attract investment through exhibitions have become increasingly limited. Therefore, many ceramic tile brands have held online live broadcast investment fairs and achieved remarkable results.
On April 13, Qianghui Seiko Tile held a live investment promotion meeting, and successfully locked in 50 city franchisees in Ordos, Inner Mongolia and Gaoping, Shanxi;
On April 26, Shunhui Ceramics and Slabs held an online investment fair with the theme of "Being Shunhui, Making Bricks Sell Better", attracting a group of new service providers;
On April 28, Tao Yuanshuai Ceramics held an online investment conference with the theme of "Breakthrough - How to Profit Stores under the Epidemic", and a number of interested customers were sold through online live broadcast;
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On April 28, Dongpeng Furniture Furnishing launched the "Dongpeng Furnishing & Pengzhu Ten Billion Partnership" with the theme of "Super 6+1·Nuggets New Decoration" through "cloud live broadcast" The curtain of "People Plan" has been successfully locked in 26 cities with intended customers;
On May 26, Nengqiang Ceramics & Slate held an online live broadcast investment promotion event and successfully signed contracts with 21 cities. The response was enthusiastic throughout the process and good news was reported frequently;
On June 23, Jinduo Ceramics held an online investment conference with the theme of "Standing at Thirty and Heading for the Future Together", through the form of online live broadcast.A batch of intended customers were successfully closed.
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For intended franchisees, online live broadcast is more convenient, because they can not only continue to pay attention to and understand the investment trends in the building and ceramics industry, but also can settle in more accurately after understanding and fully preparing in advance. As an efficient tool, live broadcast investment promotion uses digital means to connect ceramic tile brands and dealer groups across the country, allowing investment promotion and promotion faster and further, providing a strong boost for ceramic tile brand investment promotion.
02
New products are unveiled
Multiple ceramic tile brands hold new product launch conferences
In addition to online live investment promotion conferences, many ceramic tile brands have held new product launch conferences. Through new product launches, brands can not only showcase their products and technologies, but also announce their future development directions. In the construction and ceramics industry, new product launch conferences have long become a window for brand dialogue and a way to stabilize dealers.
On March 8, Wrigley Ceramics held the "Light Grain 3.0 Wrigley Composite Light Grain Tile 2022 Super Product Launch Conference", released the 2022 product strategy and a new product matrix, and launched the scholarly light grain 3.0 slate series. It is based on light grain cement and superimposed with oriental humanistic elements to create an elegant and tranquil space atmosphere, which has won high praise and love from the majority of dealers on site.
On April 23, Tao Yuanshuai Ceramics held the "Man You Gravity" new product gravity launch conference. The newly launched "Man You" series of products have been highly recognized by many industry professionals and dealer friends across the country.
On May 17, the "Soft Light Space Quality Life" Asia 55° Soft Light New Product Launch and CEO Exchange Conference was held in Tongcheng, Hubei Province. Asia Ceramics once again upgraded the 55° soft light marble, from 1.0 to 2.0 soft light The product system has been upgraded with upgraded designs and more comprehensive specifications.
On May 27, with the theme of “Chasing the Light and Living for Beauty”, Oceano’s 2022 spring new product launch conference and 618 Super Nova Festival online live broadcast were held as scheduled. OceanoNuo Ceramics grandly launches three series of new products for the spring of 2022: Chasing Light·Shimmer Stone, Mijijing·Micro Cement, and Exploring Rock·Stone Pattern, allowing dealers and consumers to fully understand its brand strength and trendy new products.
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However, new product launches are only one way of marketing new products. For brands, the increasingly complex marketing environment, the endless emergence of homogeneous categories, and the changing consumer structure and preferences also make new product marketing face increasing challenges, making it increasingly difficult for new products to reach potential consumers. Consumers may be unable to achieve effective conversion after "big exposure".
Therefore, how to achieve effective results from traffic to sales has become the key to breakthroughs in current brand marketing. Many ceramic tile brands use live broadcast promotions, and some brands find new ways to use different platforms to accurately target consumer groups and ensure efficient conversion of traffic.
For example, in March this year, Dongpeng Slate and Haozhu Platform jointly launched the "Home Decoration Spring Blooming Rock Value" Spring Fashion Week City Salon, using the "color" of slate to talk to the younger generation of consumer groups, and at the same time, it also made the slate Boards become an ideal choice for creating a home environment. This method can accurately capture the demand points and hot spots of young consumers, optimize strategies from the perspective of real consumers, and reduce costs caused by blind spots in perspective.
03
Sponsor popular programs to gain high exposure
When traffic is no longer readily available, more and more brands are beginning to focus on content marketing, and the architectural ceramics brand is destined to receive less attention than brands in other fields, making it more difficult to achieve marketing breakthroughs. Therefore, more and more architectural ceramics brands have joined the ranks of sponsoring popular variety shows, striving to transform from industry brands to consumer brands. It is worth noting that the Jiantao brand no longer blindly tries new things, but puts more emphasis on the fit between the program and the brand's tone, as well as the overlap of the target audience.
On June 21, Jinduo Ceramics announced that it would join hands with IPTV to launch the popular variety show "Longing for Life". At the same time, through the display of advertisements on the IPTV platform, it more effectively exported the brand concept to enhance the brand's visibility and reputation.
As a comprehensive N generation, "Longing for Life" has a high degree of attention. Up to now, its Weibo topic #Longing for Life# has been read more than 40 billion times and discussed nearly 40 million times. The program hopes to show the tranquil lifestyle of "facing the sea and blooming spring flowers" and bring happiness and healing to the audience. This coincides with the life concept of "quality and beautiful life" advocated by Jinduo Ceramics.
Previously, many architectural ceramics brands sponsored popular programs and gained high brand exposure, such as Dongpeng Ceramics, Oceano Ceramics, Marco Polo Ceramics, etc.
In addition to sponsoring popular programs, many ceramic companies also use celebrities or Internet celebrities to endorse the strength of their brands. The influence of celebrities can not only drive consumption among fan groups, but also reshape the brand's image in the minds of young consumers.
On March 3-4, Dongpeng Ceramics official announced that Rebecca will serve as the "Design Recommendation Officer" for the 2022 Dongpeng Spring Fashion Week, as well as three spokespersons for the designs, Xiaohongshu style blogger Sarah, and Xiaohongshu's well-known fashion blogger Matt Li, well-known food blogger Wayne.
On May 14, Jinduo Ceramics officially announced Shu Siyao, the world champion of artistic gymnastics, as its brand ambassador. In addition, there are three other champions, women's volleyball Olympic champion Song Nina, "Prince of Diving" Olympic champion Luo Yutong, and world gymnastics champion Zhang Hongtao. Positive energy, CALL for the quality and beauty of Jinduo.
It can be seen that ceramic companies no longer stick to traditional marketing methods. Even though many offline activities are difficult to hold due to the epidemic, many ceramic companies continue to try new marketing methods, accelerate the pace of marketing to break through the circle, and transform and upgrade from "industry recognized brands" to "consumer recognized brands". This will refresh young consumers’ inherent understanding of the ceramics brand.
