Tao Yuanshuai & China Ceramics Network | Explore the meaning behind the "new first-line" ceramic tile brand

▇ Question 1：
Zou Sijin: In the ceramic industry where ceramic tile products have semi-finished properties, attention and purchase rates are very low, although many people realize the importance of brand, they don’t know where to start. How does Mr. Lai view the issue of brand building in the ceramic industry?

Lai Gerong: Everyone knows that compared with other industries, the ceramic industry has the characteristics of low attention and low repurchase rate. But personally, I think the creation of ceramic brands is inseparable from Open two cognitions and three cores.

Two cognitions

1) The process of brand building: The process of brand building requires moving from a regional brand to an industry brand, and finally to a brand in the minds of consumers;

2) The essence of brand building: let dealers make money and accurately meet consumer needs.

Three cores

1) The founder’s original intention, determination and perseverance in creating the brand: Brand building requires long-term sustainable development, and all employees of the company need to work in the same direction and resonate with the same frequency, which is the strong foundation of the brand;

2) Create a differentiated competitive advantage for sustainable development: While understanding the development trends of the industry, you need to understand the trends of competitors and create a path for brand differentiated competitive advantage;

3) Improve the structure and cultivate talents: Brand development is a systematic project. Only by optimizing the talent structure and consolidating the headquarters and terminal construction can we earn the trust of dealers and consumers and allow the brand to go further.

▇ Question 2:
Zou Sijin: Why is the concept of new first-line brands emerging in the ceramic industry at this time? Has the industry encountered any crises and challenges, or has it ushered in any trends and trends?

Lin Guangyun: The development of any industry is cyclical, and generally goes through the start-up period, growth period, maturity period and decline period. We must clearly analyze the current cycle of the industry and adopt corresponding strategies accordingly. And I think the industry has entered a mature stage, and the market environment has changed a lot. The mature stage means that the industry has entered a reshuffle stage, and brands have begun to slowly concentrate.

▇ Question 3：
​Zou Sijin: The current environment of the ceramic industry is worrying due to the epidemic. So what considerations did Marshal Tao put forward to propose the strategy of becoming a new first-line brand in the ceramic industry? This is the key point that netizens ask - what is the background, what are the conditions, etc.

Lin Guangyun: There is an opportunity in a crisis, and opportunity is reserved for those who are prepared. 2022 is the first year of the fourth five-year plan for Tao Yuanshuai brand development. After three five-year plans and accumulated development, we have established a complete corporate structure:
▶In 2017, thousands of specialty stores have been established and upgraded across the country
▶Join hands with Mobile Education to create a complete business school training system in 2018
▶Signed up with Donnie Yen as brand ambassador in 2019
....

Haoshuai Business School

Brand Ambassador Donnie Yen

During this period, we focused on dealer channels, focusing on the precise needs of consumers, and opening up a feedback mechanism from terminal demand research to headquarters production and research and development.

▇ Question 4：
Zou Sijin: What kind of ceramic tile brand do you think can be called a new first-line brand? What is the difference between new first-tier brands and traditional first-tier brands?

Lai Gerong: The "new first-line" ceramic tile brand is mainly reflected in "new". We must change the traditional brand development thinking and achieve "new consumer brand", "original brand", "innovative brand" and "Internet thinking brand" ".

The key to the difference between new first-tier brands and traditional first-tier brands isIt is demand-driven. We must stand from the perspective of consumers, pay attention to the functional effects and emotional culture of products, and then reach the minds of consumers through self-media dissemination.

▇ Question 5:
Zou Sijin: In order to become a new first-line ceramic tile brand, what do you plan to do? What has been done?

Outdoor anti-aircraft artillery advertising

Airport advertising

Lai Gerong: Starting from 2017, we have established the foundation for the "new first-line" ceramic tile brand in the past five years. Following the plan for the next five years, our actions mainly focus on four aspects: 1) Refined brand strategy launch; 2 ) Deepen the research and development of core products; 3) Launch a terminal multi-channel marketing model; 4) Continue to empower the headquarters and terminals.

▇ Question 6：
Zou Sijin: In the standards for new first-tier brands, you mentioned product innovation oriented by consumer demand. Can you give us a detailed introduction to your product development ideas and process?

Lai Gerong: We only do one thing in product development: be demand-oriented and make products with ingenuity. Each of these products also has different difficulties:
The first difficulty is that the most perfect aspect of each precious stone is really hard to find. The spatial effect of the stone and the feasibility of restoration are also crucial. We have traveled thousands of miles to find a stone.
The second difficulty is the restoration process. From scanning equipment to color mixing process, inkjet equipment, glaze spray materials, etc., it is very different from ordinary marble tiles. Each product is printed thousands of times, just to present the most perfect side. ThisIt really tests the ingenuity and passion for the product.

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