New Opportunities, Big Brands丨The 12th China Real Estate and Pan-Home Industry Cross-border Summit and the 2022 "Top Ten Brands of Building and Sanitary Ceramics" Award Ceremony were held grandly

Secretary-General of Material Application Branch of China Building Decoration Association Liang Hongyu

General Manager of Ceramics Division of Wrigley Home Furnishing Group Cheng Zhen

General Manager of Haosheng Group Brand Marketing Division You Jun

Founder of Filona Cement Tiles Chen Gaozhao

Founder of Guiren Xiuzhu Strategic Marketing Consulting Han Feng

Editor-in-chief of NetEase Home News Center Zheng Zhe

……

Joined with industry elites from major ceramic brands and journalist representatives from NetEase Home, Sina Home, Sohu Focus Home, Tencent Home, Ceramic Information, Taocheng News, Huaxia Ceramics Network, Ceramic Information, Intelligent Manufacturing Alliance and other media units attended the event.

A gathering of talented people

Colliding ideas and launching market research

In the speech session, Liu Yuan and Ouyang Tiansheng delivered speeches respectively on behalf of the guiding unit China Architectural Decoration Association and the co-sponsoring and undertaking unit China Ceramics Network.

Liu Yuan said in his speech: "As the core element and basic unit of business competition, brand is the basis for enterprises to participate in market competition. Important resources have increasingly become a concrete manifestation of the comprehensive strength and core competitiveness of enterprises and countries. From a small perspective, the highest level of competition between enterprises is brand competition; from a large perspective, competition between countries is ultimately the same. Brand competition." For always insisting on "empowering brands and helping them grow,He gave full affirmation and high recognition to the China Ceramics Network "Walking with Brands" and the "Architectural Sanitary Ceramics Brand List" known as the "Hundred Flowers Award in the Ceramic Industry".

Liu Yuan, Deputy Secretary-General of China Building Decoration Association

Ouyang Tiansheng said in his speech, "Brand is the biggest Matthew effect in the business world, and consumer psychology is The real battlefield in market competition. In the home building materials, especially ceramics industry, which is at a trough with overcapacity and product homogeneity, companies can only pay attention to brand, build the soul of their own development, and create differentiated brand positioning and value. Only by seizing the minds of consumers can we stand out in the increasingly fierce homogeneous low-price competition, thereby winning the industry "knockout" and achieving sustainable development."

Ouyang Tiansheng, visiting professor at Jingdezhen Ceramics University and chairman of China Ceramics Network

In the keynote speech session, Jin Cuodao and Hou Dingwen delivered speeches with the titles of "Rejecting Involution: Three Major Hot Topics" and "The Way to Breakthrough Through Cycles" respectively. speech.

Golden Cross Knife: The explosive product strategy is a rapid growth strategy that transcends cycles. Explosive products are 1, marketing is 0.

Jin Cuodao pointed out that the major reshuffle of short video traffic, the depletion of traditional traffic dividends, and cross-border robbery-hot product traffic subverting tradition are the three major anxieties of today's entrepreneurs, and the answer to solve the anxiety is the "hot product strategy" . Combining rich and real cases, he vividly explained the three major trends of explosive products in a simple and easy-to-understand way (Course 1: Bonus of explosive products, all success is the success of strategic large orders; Trend 2: Douyin + Traffic Amplifier; Trend 3: Hot product IP explodes quickly), and summed up the formula for creating a hot product: Big hit product = Big pain point × Screaming product× Explosive marketing.

Hou Dingwen: Past operations and methods cannot solve performance growth, we need new logic to make money.

Hou Dingwen believes that from 2020 to 2022, companies will face problems with performance decline, stagnation, or growth that does not meet expectations. Part of the reason is the general environment, and the bigger reason is that the boss’s lack of crisis awareness leads to an insufficient sense of urgency in the organization and failure to do a good job. Capacity building for changing situations. To this end, she provided a way to break through: first, market segmentation, to achieve the ultimate; second, global marketing, traffic has been networked, you can no longer fish, you must cast the net; third, in-depth service capabilities, to provide customers with Deeper service capabilities; the fourth is organizational fission, if people's creativity is stimulated to the extreme, solutions can be achieved.

In the summit forum session, panellists Cheng Zhen, You Jun, Chen Gaozhao, Han Feng and host Zheng Zhe focused on the topic "What should pottery builders do in the second half?" from the perspectives of manufacturers and dealers respectively. We conducted exchanges and discussions on challenges and opportunities, and made predictions for the future.

Zheng Zhe said at the opening of the forum, “In recent years, especially since 2020, due to overcapacity and consumption upgrading, Under the combined influence of multiple factors such as environmental protection, increased environmental protection, repeated epidemics, real estate thunderstorms, and domestic and foreign economic weakness, the reshuffle of the building ceramics industry has continued to intensify, and the Matthew Effect has become increasingly prominent. Some people in the industry even believe that our industry will have More than half of the companies and dealers are about to be eliminated, and the entire industry has entered the second half. Although this statement sounds a bit sensational, it is not groundless. ”

Cheng Zhen believes that “from a product perspective, ceramic construction companies still have a lot to do. The key is how to realize the brand Differentiation, does the product have enough professional value to solve pain points for consumers and meet consumers’ needs or potential needs? If we can do this, I think our company, our brand, and our products will be different. There is still room for growth and development."

You Jun believes that "the thunderstorm of real estate is a bad thing for the construction and ceramics industry, and it is also a good thing. The original The rules of the game have been broken, and the original rules of the game are abnormal. I think the saddest thing about ceramic companies is that they are engaged in real estate projects, which have the most financing. In the entire large home furnishing field, everyone knows that ceramic companies are the richest, so after the thunderstorm I think ceramic companies are probably the ones who have been hurt the most, but looking back, after this abnormal game ecology is broken, I believe that the subsequent game rules should be healthier. I think this creates opportunities for the subsequent development of the entire industry. , especially for companies like ours, opportunities may be rare.”

Chen Gaozhao said, "In my understanding, it is not the relationship between the upper and lower halves. The current development of the ceramics industry in this era is The end of the channel era and the beginning of the brand era. In the past, basketball games were played, and the next football game was played. It is completely unfeasible to play football according to the rules of basketball. There are two ways to play in the new arena. One is. It is the way of playing the leading brands, and it is the playing method of the non-leading brands. In the next few years, the leading brands will still use better resources to expand their market share. In addition to the leading brands, non-leading brands will still have to do so. Find your own position and make your own segmented track. My suggestion is to understand the subsequent development trend and lock in your own track as soon as possible.”

In Han Feng’s view, “Manufacturers are now conducting knockout rounds, and dealers are also conducting knockout rounds. I roughly describe the current situation as Dealers are divided into three categories: the first type is dealers who operate by systems and systems, and their performance is still growing; the second type is dealers driven by bosses. Although they have a team and several stores, if the boss If you don't keep an eye on it, your performance will immediately decline; the third category is the pure mom-and-pop dealers that still exist in large numbers. One of their advantages is that they can reduce costs in advance during the economic downturn and survive. The top dealers can survive, but the tail dealers can survive. dealers can survive, the most uncomfortable ones are the dealers in the middle, dealers who are driven by the management of their bosses. From the perspective of manufacturers, dealers must be built into dealers with systematic and operational capabilities. , turn boss-driven into system-driven, and improve the mom-and-pop stores that can be improved, and cut down or optimize those that cannot be improved. ”

It is worth mentioning that China Ceramics Network also interspersed the launching ceremony of the "Tao Xing China" National Tile and Slab Market Survey III during the event, once again opening the door to "listen to the voice of 'gunfire' and interpret China's ceramic tiles and slates" market truth, establish a database for the ceramic industry, and provide strong data support for market decisions of ceramic manufacturers and dealers."

Flowers in full bloom

Recognize outstanding brands and set an example

The China Real Estate and Pan-Home Furnishing Industry Cross-border Summit and the "Top Ten Building and Sanitary Ceramics Brand List" Award Ceremony were founded in 2011 by China Ceramics Network. Since its first successful launch in the Great Hall of the People in Beijing in 2011, the "Top Ten Architectural Sanitary Ceramics Brand List" award ceremony has been held for 11 consecutive times in the Great Hall of the People in Beijing, Diaoyutai State Guesthouse, Beijing National Convention Center, and Hangzhou International Expo Center ( The main venue of the 2016 G20 Summit in Hangzhou, China) and other national high-standard venues were successfully held.

Since the outbreak of the new crown epidemic in 2020, in order to cooperate with the government in epidemic prevention and control, China Ceramics Network has created a new model of "online rankings and offline awards". The "Top Ten Brands of Building and Sanitary Ceramics" has become The list was released online for the third time, and China Ceramics Network's "618 Ceramic Brand Day" has therefore become a common holiday for countless ceramic brands. So far, the list has been successfully selected and published 12 times in a row, and has gradually grown into the "Hundred Flowers Award in the Ceramic Industry". It is regarded by countless consumers as an important basis for measuring brand value. It is called the ceramic industry with the longest history and the most profound foundation. Deep brand list.

In the award ceremony, the 2022 "Top Ten Brands of Building and Sanitary Ceramics", which was released online on June 18, was officially released offline. The major award-winning brands are like blooming flowers, competing for beauty and beauty, each with its own merits. Among them, 29 ceramic tile brands that won the honors of "Top Ten Ceramic Brands", "Top Ten Ceramic Brands" and "Ceramic First-line Brands" were grandly commended. At the same time, the 36 dealers who won the honor of "Outstanding Dealers in the Building Ceramics Industry" in 2022 alsoReceived a grand commendation.

2022 "Top Ten Ceramic Brands" Awards

2022 "Top Ten Tile Brands" Awards

2022 "Ceramic First-Class Brand" Awards

The 2022 "Top Ten Brands of Building and Sanitary Ceramics" ("Top Ten Brands of Ceramics", "Top Ten Brands of Tiles" and "Top Ten Brands of Ceramics") are as follows:

The top ten ceramic brands in 2022: Wells Ceramics/Stone Slabs, Shunhui Ceramics·Stone Slabs, Dajiulu Ceramics, Nengqiang Ceramics·Stone Slabs, KMY International Light Luxury Ceramics, Qiangqiang Ceramics Hui Seiko Ceramics, Jinduo Ceramics, Jiajun Ceramics, Lion Ceramics, Marco Polo Ceramics.

The top ten ceramic tile brands in 2022: Oceano ceramic tiles, Bighorn deer ceramic tiles, Asia ceramic tiles, Wrigley composite light grain tiles, Huiya ceramic tiles, Xinruncheng ceramic tiles, Vero ecological tiles, Tao Yuanshuai tiles, Shuangqing tiles, Dongpeng tiles.

The first-line ceramic brands in 2022: Nobel tiles, Dajiulu tiles, General tiles, Ouwenlai plain tiles, Qiangpai tiles, Yueqiang tiles · rock slabs, Hengfu tiles, Mei Ceramic tiles, Laideli Ceramics | Rock Slabs, Li Home Ceramics·Stone Slabs, Nengqiang Ceramics·Stone Slabs, Wells Ceramics/Stone Slabs, KMY International Light Luxury Ceramics, Yucheng Ceramics, Ruyi Ceramic Tiles, Olange Ceramics , Yimeluo Ceramics, Haolaideng Ceramics, Yiwante Ceramics.

2022The list of "Outstanding Dealers in the Building Ceramics Industry"(36 in total) is as follows:

1. Wells Ceramics/Stone Slabs Distributor in Guangzhou, Guangdong;

2.KMY international light luxury tile dealer in Binzhou, Shandong;

3. Oceano ceramic tiles dealer in Chengdu, Sichuan;

4. Asia Tile Jiangsu Suzhou Distributor;

5. Jinduo Tile Chongqing Distributor;

6. Wrigley Composite Light Pattern Brick Beijing Distributor;

7. Shunhui ceramic tiles and slates distributor in Suzhou, Jiangsu;

8. Nengqiang ceramic tiles and slate dealers in Weifang, Shandong;

9. Jiajun Ceramics Jiangsu Yangzhou dealer;

10. Qianghui Seiko Ceramic Tiles Shandong Dongying Distributor;

11. Wells Ceramics/Stone Slab Shandong Jiaozhou Distributor;

12.KMY international light luxury tile dealer in Meizhou, Guangdong;

13. Oceano Ceramic Tiles Hebei Hengshui dealer;

14. Asia Tile Zhejiang Hangzhou dealer;

15. Jinduo Tile Distributor in Xuzhou, Jiangsu;

16. Wrigley composite light-grained brick dealer in Hangzhou, Zhejiang;

17. Shunhui ceramic tiles and slates dealers in Chengdu, Sichuan;

18. Big Horn Deer Tiles Shandong Jinan Distributor;

19. Big Horn Deer Tile Dealer in Puyang, Henan;

20. Jiajun Ceramics Shandong Tai’an Distributor;

21. Tao Yuanshuai ceramic tile dealer in Fuzhou, Fujian;

22. Shuangqing Tile Shandong Dezhou Distributor;

23. Huiya tiles dealer in Taizhou, Zhejiang;

24. Xinruncheng Ceramics Distributor in Shenzhen, Guangdong;

25. Lion Ceramics Hebei Nangong Distributor;

26. Vero ecological brick dealer in Hangzhou, Zhejiang;

27. Hengfu Tile Distributor in Tangshan, Hebei Province.

28. Nengqiang ceramic tiles and slate dealers in Jinjiang, Fujian;

29. Qianghui Seiko Ceramics Distributor in Wenzhou, Zhejiang;

30. Tao Yuanshuai ceramic tile dealer in Jinjiang, Fujian;

31. Huiya Tile Distributor in Quanzhou, Fujian;

32. Xinruncheng Tile Distributor in Dali, Yunnan;

33. Vero ecological brick dealer in Xuzhou, Jiangsu;

34. Hengfu Tile Shandong Zibo Distributor;

35. Shuangqing Tile Dealer in Handan, Hebei;

36. Lion Ceramics dealer in Xinxiang, Henan.

2022 "Outstanding Dealer in Building Ceramics Industry" Award

Although the event was repeatedly postponed due to the impact of the COVID-19 epidemic, the event finally came to a successful conclusion, bringing a lot of useful information and positive energy to all award-winning ceramic brands and outstanding dealers.

At a time when the ceramic industry has reached an inflection point due to the superposition of multiple unfavorable factors such as overcapacity, consumption upgrades, increased environmental protection, repeated epidemics, real estate thunderstorms, and rising prices of raw materials and energy, China Ceramics Network has taken advantage of the situation and put forward The grand vision of "media-driven brand marketing", and this 12-year-old list is undoubtedly the best carrier to realize this vision, helping ceramic brands transform from "industry recognized brands" to "consumer recognized brands" "Transformation and advancement.

As Ouyang Tiansheng said in his speech, "Standing at a new historical starting point, China Ceramics Network will adhere to its original aspirations, advance with the times, and integrate the China Real Estate and Pan-Home Furnishing Industry Cross-border Summit and the "Top Ten Brands of Building and Sanitary Ceramics" "The award ceremony will be more effective and more influential!"