How will the industry develop in the future? How to break the situation now? In today's general environment, these issues have become issues that many brand companies are thinking about. The impact of the epidemic and power and production restrictions have brought huge challenges.
However, judging from the industry trends in the second half of this year, we have found that a large number of imported ceramic tile brands have begun to emerge in the market. These brands are not new, but have been operating in the Chinese market for many years. With the concentration of domestic ceramic tile brands After the development of modernization, integration and centralization, imported ceramic tile brands seem to have found an important opportunity for development.
After more than 40 years of history, the ceramic tile industry has experienced vigorous development and has also seen many problems, including price wars, inflation, and vicious competition. Although all walks of life in the industry have been constantly proposing new solutions, they have not solved the problem from the root. Compared with the huge production capacity of domestic ceramic tiles, the annual output of imported ceramic tiles is not large, but precisely because of its small quantity and refined products, Only then can we occupy the mid-to-high-end market.
As a contemporary product of the industry, imported ceramic tiles are no less competitive than domestic ceramic tiles. International brands from Spain, Italy, Germany and even all over the world hope to gain the largest share in the Chinese market. As Dongpeng Six DPI imported ceramic tiles, one of the major sectors, is a strong player in international brand competition. Its brand concept and the innovative spirit of its leader Zhang Shenghua enable DPI to be confident and go all out in any situation.
Zhang Shenghua, general manager of DPI imported ceramic tiles
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On November 19, 2021, the Tencent Home Furnishing "Changemakers" column team came to the headquarters of Dongpeng Holdings and visited Zhang Shenghua, general manager of DPI imported ceramic tiles. As one of the leaders of Dongpeng's six major sectors, Zhang Shenghua expressed his We showed our confidence with a strong background and talked about our thoughts on future development.
Tencent Home | Shell Tile Channel x Dongpeng DPI imported ceramic tiles interview< /span>
“Ten years of hard work has allowed more people to pay attention to DPI”
Q：
In the current international trade competition, has the economic recession had a great impact on imported ceramic tiles?
A：
In fact, the trade war and the international economy have little impact on our domestic business of imported ceramic tiles. The impact is still the epidemic.
Q：
Compared with domestic ceramic tiles, will imported ceramic tiles also face problems such as production, transportation, and stocking?
A：
As long as the operation of imported ceramic tile brands reaches a certain scale, these are not the biggest problems restricting the development of imported ceramic tiles. The production of our factory is operating normally this year, and the production capacity is fully guaranteed. In addition, we will also make order plans in advance, so that we can meet timely delivery with sufficient stock. Regarding stocking, we usually have sufficient inventory. We conduct one-time centralized purchases from factories every month. We have long-term cooperation with freight forwarders, which is very reassuring. However, due to the epidemic, shipping costs have increased and arrival times have been delayed, but this will not affect the overall operation.
Q：
What is DPI’s current product system like?
A：
In the past, the product lines of imported ceramic tile brands were generally relatively short. In recent years, especially after slate has become the mainstream of the market, the speed of new products of various imported brands has accelerated significantly. Among the three major brands of DPI, we have introduced almost 50 series into the country and stocked them regularly. Each series is very unique and can support a 500-square-meter store.
DPI imported ceramic tile living center
Q：
Compared with domestic brands, imported brands are relatively less well-known. How does DPI build and promote its brand in the domestic market?
A：
From the perspective of brand height, the height of Italian ceramic tile brand is recognized in the global ceramic tile industry, and its influence in the industry is very large. However, the intensity of dissemination is not large, and users do not know much about it.
To promote imported brands, we must first advocate a high-quality lifestyle and highlight imported products.The value of the brand, extract the unique selling points of the product, and provide professional services to customers, especially the design of product application solutions and the implementation of processing and paving services, so that customers can purchase with confidence and worry-free throughout the process, and ultimately form a good customer reputation and realize Customer referrals and secondary purchases; secondly, be a good channel for high-end designers, and timely share the latest designs, latest products, latest processes, and latest applications of imported ceramic tiles, so that designers can present better designs and higher quality The spatial effect; the last step is to strengthen the communication of the brand and form a communication matrix of industry media, mass media and new media, so that more customers can understand the value of imported ceramic tiles and the different products and space experiences.
Visit DPI Living Museum
Q：
What layout does DPI have in terms of channels?
A：
In terms of channels, we focus on retail home decoration channels and designer channels; in the past five years, we have completed some high-end engineering projects, including high-end fine decoration, high-end apartments, sales departments, clubs, international brand chain stores and high-end office buildings wait.
Q：
Are there any plans for channels with designers?
A：
The designer channel is a channel that DPI has attached great importance to since its establishment. We insist on introducing the world's most high-end ceramic tile products into the country as soon as possible to achieve better works by designers. At the same time, we also continue to carry out in-depth study tours, organize course sharing by design instructors, visit luxury model houses, and design celebrity sharing sessions and other activities. , to help designers learn and grow.
Q：
Next, on November 24, Dongpeng will hold a joint investment meeting for six major sectors. What do you think of this?
A：
I think this format is very good. It helps potential dealers to better understand the six major sectors of Dongpeng Home Furnishing Division. It also gives dealers who want to engage in the building materials industry more choices. Through an investment promotion Live broadcast can help you select the industry and brand you want to work in more efficiently and quickly.
Q：
What are your future plans for DPI?
A：
Next year happens to be the tenth anniversary of DPI. We will take advantage of the tenth anniversary to further enhance the brand's influence through a series of promotion and communication. At the same time, we will strengthen the terminal's operating system, from store image upgrades to customer purchasing experience, design solutions, After-sales service and other aspects have been comprehensively improved,Build DPI into a benchmark brand for domestic imported ceramic tiles.
