As we all know, in recent years, due to factors such as declining demand, overcapacity, and channel fission, the building and ceramics industry has faced a severe reshuffle crisis, and the pattern has quietly changed. At the same time, with the changes of the times, market consumer subjects are becoming younger and more rational, consumption is upgrading, and market competition in the building ceramics industry is further intensifying. In this market battle where no gunpowder can be seen, how can construction and ceramics companies break through the siege? The answer is to make changes, and the main manifestation in marketing is brand upgrade.
After 2019, especially since the rise of the domestic slate trend, construction and ceramics companies are "ready to move", seize the opportunity, and upgrade their brands. According to incomplete statistics, brands that have undergone brand upgrades in the past year include Guanzhu, Wrigley, Eagle, Qiangpai, Shunhui, Nengqiang, Oceano, Hongyu, No. 1, AutoNavi, White Rabbit, Shenke, and LA. 'BOBO, Inno, KMY, Lion King, etc.
Baidu Encyclopedia's explanation of brand upgrade is that as the business environment changes and consumer demands change, the connotation and expression of the brand must continue to change and develop to adapt to the needs of social and economic development. The strategies and tactics of brand upgrade include brand positioning upgrade, brand image (brand name and brand logo) upgrade, marketing strategy upgrade, management innovation and other categories.
Then the question is, how do ceramic tile brands in the building ceramics industry upgrade? What is the direction of the upgrade?
Generally speaking, the upgrade directions of ceramic tile brands in the past year or so can be summarized into three types: product strategy upgrade, brand positioning upgrade, and brand image upgrade. In addition, combined with the popular trend of "new species" slate in the building ceramics industry, the upgrade of ceramic tile brands has another major feature: branded slate.
Based on the above directions of ceramic tile brand upgrades, Zhongtaojun has screened some cases of brand upgrades in the past year or so. Let’s take a look at how these well-known ceramic tile brands have upgraded!
Product strategy upgrade: Wrigley·Composite light-grained bricks
In 2021, Wrigley Ceramics has upgraded its brand strategy, found a new way to open up a new track of "composite light texture tiles", and seized market opportunities with new categories.
▲On April 19, 2021, Wrigley composite light texture bricks were released to the world with shock.
WrigleyBehind the brand strategy upgrade is a rational thinking about the industry. It is understood that after countless discussions and extensive research and evidence collection, the Wrigley team found that only ceramic tiles with simple textures, low saturation, easy to match, and natural textures can create a stylish, durable space. Based on such market analysis, Wrigley decided to adopt a differentiated focus strategy, launch the brand strategy of "focusing on composite light texture bricks, and 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 texture bricks", Wrigley launched the "Shuxiang" light texture series, a symbolic product of composite light texture, as well as a new composite light texture product matrix in 2021. At the same time, it will carry out the terminal exhibition hall In order to re-plan and design, it was upgraded to an A7 standard store to fully optimize the "product + experience" consumption scenario.
Brand slate: Amap·Slate Tiles< /span>
A few days ago, AutoNavi Ceramics held the 2021 National Dealer Conference & Slate Ceramics Product Strategy Summit with the theme of "Iteration and Cross-border", and officially released the product strategy of "Comprehensive Ceramic Ceramics and Slate".
▲On April 21, AutoNavi Ceramics released its "comprehensive ceramic tile and slate" product strategy.
In compliance with the market trend of slate tiles, AutoNavi has invested heavily in technological transformation of its production lines, devoted its efforts to meticulous research and development, and launched a highly competitive flagship product - AutoNavi slate ceramic tiles. It is understood that Gaode slate tiles are a strategic product launched by the brand in a new stage of development. It has achieved the super evolution of products from raw materials, performance to applications. It is an epoch-making product and is expected to become a winner for dealers. A powerful weapon for the market.
In "Comprehensive ceramic tile slate"o;'s product strategy, Amap Slate Ceramic Tiles gave birth to a new slogan - "Born for the performance of slate slabs".
Brand strategy upgrade: No. 1 Smart Selection
In 2021, No. 1 Marble Tiles has re-adjusted its strategic layout, and the brand has evolved into: No. 1 Smart Selection.
Adhering to the brand concept of "international products, smart choices", No.1 launches an "international high-end product" platform, integrating Italian ISLA ceramic tiles, Spanish AZUVI ceramic tiles, and X-LABS ceramic tiles, introducing original Italian and Spanish products, and upgrading No.1 "Product Pyramid".
It is reported that the brand evolution of No. 1 not only introduced international products, but also upgraded the original product system and application architecture, greatly enriching the entire product chain. No. 1 hopes to promote the simultaneous upward development of the "imported + domestically produced" sections through all-round product upgrades and evolution, providing designers and consumers with more intelligent choices for good products. In addition, in order to display a high-end international brand image, No. 1 worked with famous Taiwanese designer Li Dongcan to jointly create the industry's first architectural design concept exhibition hall, boldly exploring new heights for industry exhibition halls.
Brand strategy upgrade: White Rabbit Tiles< /p>
In 2021, White Rabbit Ceramics will keep up with the development trend of the times and propose a strategic upgrade to expand the category of wall and floor tiles, forming a "three bricks in parallel" development pattern. On this basis, White Rabbit accelerates the upward pace of the brand, promotes brand rejuvenation, and puts forward the slogan "Tide to Rebirth" to diversify the brand rejuvenation strategy from multiple dimensions such as image, products, channels, etc., and explore more brands A new way to play for younger people.
For this brand refresh, White Rabbit launched a new brand visual system, upgraded the original LOGO design, positioned the brand as "Quality creates a better life", and proposed a new brand slogan "Tide to Rebirth". By reshaping the visual system, Express rich brand connotation with precise positioning. At the same time, White Rabbit continues the brand's visual genes and releases the super IP "Energy Rabbit", using the cool and friendly brand IP to bring the brand closer to consumers and enhance brand recognition and memory.
Brand positioning upgrade: SK tiles
During the 2021 Foshan Spring Ceramics Expo, Shenke Ceramics released a brand upgrade and refresh strategy, newly upgraded to "SK Ceramics", with "high value" as its new brand positioning. Its new brand slogan is "High-end designers use SK high-value ceramic tiles."
Under the new brand strategy, SK Ceramics has upgraded its terminal image, product system, investment policies, etc. to create "super terminal, super product, super policy": working with Cai Zhuyuan, founder of BOSI-TAO, to create a new terminal image ; Synchronize with international fashion trends and develop high-value products, from the trend-setting 1200×2700 luxury stone slate, 1200×2400 Marble slate, the latest digital glaze technology, the 800×2600 digital slate superimposed by multiple processes, and the 900×2600 artist Joint series, the industry's first recommended 1200×1200 square slate, golden ratio 800×1800/750×1500, 600×1200/800×800 fashionable classics, etc., to create high appearance, high profit, high added value, and high cost performance A full range of mid-to-high-end and high-value product systems.
Brand image upgrade: strong brand ceramic tiles
In order to further promote brand rejuvenation and enhance brand influence, Qiangpai Ceramics officially launched a new VI image in 2021, opening a new chapter in brand building.
In this VI image system upgrade, Qiangpai's new LOGO image has changed the previous tough style, and the image is more fashionable and majestic, moving from "ceramics" to "tiles", strengthening Qiangpai's brand and product positioning, focusing on conciseness A comfortable, luxurious and rational ceramic tile brand; simplified font lines, adding youthful vitality, and closer to the current market mainstream and the aesthetics of the times; in terms of color matching, choose light and luxurious gold with classic black. In addition, in order to comply with the new trend of brand marketing, Qiangpai simultaneously released a new advertising slogan: Good quality, the last word.
Brand image upgrade: Crown Pearl Tiles< /p>
At the 2021 Guanzhu Dealer Conference and Brand Upgrading Conference held on December 25-26 last year (2020), Guanzhu Ceramics solemnly released the brand upgrade strategy. The LOGO was unveiled, and the new advertising slogan "Building the Era, Crowning the World" was unveiled.
▲Guanzhu’s new LOGO
▲New advertising slogan "Building an era, crowning the world"
This brand image upgrade is the first time Guanzhu has carried out a new VI LOGO upgrade and iteration since its birth in 1993. It is understood that the original intention of Guanzhu to upgrade its brand is to keep pace with the times. In the era of "the rise of great powers and the rise of national trends", young peopleThe popularity of domestic products continues to rise. Based on the multi-dimensional integration of national conditions, consumer recognition and brand genes, carrying the brand vision of "endorsing Chinese ceramic tiles", Guanzhu's new LOGO came into being. Guanzhu's new LOGO uses the national colors of yellow and red, and is structured with products. Each ceramic tile produced by Guanzhu can become the brand's business card, interpreting the brand's confidence, quality and commitment.
As Tao Jun reviewed in the previous article, in addition to the above brands, there are actually many brands in the building ceramics industry that have undergone brand upgrades to varying degrees and in different directions over the past year.
Then the question comes again. Among these brand upgrade concepts, which ones do you think are the future development trends of the industry? Welcome to leave a message!
