For the current consumer market, national fashion has become one of the hot words at the moment, from the popularity of Hanfu, the emergence of national comics to the hot sales of cultural creations in the Forbidden City. The return of the consumer market has ushered in a "golden period" for the development of new domestic brands, ranging from beauty and skin care, consumer electronics, clothing accessories to furniture and sanitary ware. Unconsciously, the public has listed domestic products as the first choice for shopping. Chinese consumers have a strong interest in domestic products. Brand consumption is undergoing an unprecedented upgrade from concept to behavior.
The establishment of "Chinese Brand Day" has injected a boost into the development of new domestic brands. On May 7, 2021, as the fifth "China Brand Day" is approaching, the "National Trend Roundtable" event hosted by People's Daily New Media was successfully held in Beijing. As a representative of new domestic products for home furnishings, Ding Wei, CEO of Hengjie Group, was invited to participate and accepted an exclusive interview with People's Daily's new media. During the interview, Ding Wei said: “Under the opportunity of building a new development pattern with the domestic cycle as the main body and the domestic and international dual cycles reinforcing each other, all walks of life in China are confident about future development, and the brand building of China’s home furnishing industry will also welcome "This is not the first time that Hengjie has appeared in the People's Daily on behalf of the Chinese home furnishing industry. At the end of 2020, Hengjie. BathroomwareAs the only representative brand of new domestic products for home furnishings, it was selected into the "Brand Power Plan" of the People's Daily. It works with Huawei, Yili, JD.com, Moutai, etc. to build Chinese quality and drive the industrial development of various industries.
In recent years, domestic brands have bucked the trend and risen from 0 to 1. It can be said that the right time, right place and right people - in terms of the external environment, e-commerce and logistics have developed symbiotically, and they have collided with a new generation of consumer groups who are broad-minded and willing to try. , allowing new domestic brands to gain unprecedented attention. The more important reason is that new technologies and new connections jointly build the endogenous growth power of new domestic brands and burst out new vitality.
New technology: innovative technology + product strength are the hard power for endogenous growth of enterprises
According to data from Zijin Think Tank, nearly 90% of consumers are willing to support new domestic products. Quality, cost performance, and novel design are priority factors. For consumers, choosing domestic products is not only a return of cultural confidence, but also an improvement on the quality of domestic products. , brand recognition. Nowadays, technology competition has entered a fierce stage, and product homogeneity is becoming increasingly serious. "How to accurately perceive the consumption pain points of the people, quickly upgrade intelligent manufacturing technology, and effectively solve the problems that users really care about?";, becoming the main competitive advantage of domestic brands.
In this regard, Ding Wei said: "To create a benchmark for Chinese brands in the home furnishing industry, we must seize the two elements of 'quality' and 'intelligence'. We hope that through strict quality management, cutting-edge intelligent technology, and an understanding of China's bathroom environment insights to provide Chinese families with a better bathroom life experience. ”
Quality is the "quality" of quality and quality. Hengjie has always been committed to the continuous improvement of bathroom product quality, as well as the development and optimization of functional technology. From a single ceramic sanitary ware factory when it was founded in 1998 to an intelligent production base with five major categories of collaborative integration, Hengjie has always maintained strict quality management.
Wisdom is the "wisdom" of intelligence and wisdom. Nowadays, China's sanitary ware industry has entered the stage of intelligence, and competition is fierce. How to stand out from the competition in the industry requires not only "intelligence", but also "practical intelligence." Not only must we provide Chinese families with products that truly meet their actual needs, but we must also become a leader in the sanitary ware industry in the Chinese market.
Today, Hengjie has mastered nearly a thousand core bathroom patent technologies, covering smart toilets, bathroom cabinets, showerheads and other bathroom hardware products. Among them, Hengjie Q9 intelligent all-in-one machine has more than 40 patents. It combines innovative technologies such as Hengjie sterilization, one-button knob, instant hot water, and smart flip lid with the actual needs of Chinese families, effectively solving the problems of Chinese consumers. Various pain points when going to the toilet. Relying on its strong innovative R&D capabilities and high-quality brand genes, Hengjie has won many awards, including the Boiling Cup Quality Gold Award.
New connection: service + marketing is the soft power of endogenous growth of enterprises
In the era of consumption upgrading, consumers' consumption of products has transformed from pure functional consumption to content needs and spiritual experience. Establishing new connections with consumers has become one of the core factors to impress consumers. Therefore, it is crucial to continue to strengthen communication and emotional links with mainstream consumer groups.
On the service side, Hengjie has established a high-quality "1350 service system" and is the first to launch various innovative services nationwide, including a 6-year warranty service for smart toilets. This has not only established a good reputation for Hengjie The reputation has also brought the service quality of the entire industry to a new level.
On the marketing side, Hengjie has always conveyed to consumers the signal of “quality-intelligent manufacturing of new domestic products”. As early as 2019, Hengjie jointly launched Wu Xiaobo Channel, Forbidden City Palace Culture and other excellent platformsNew domestic products intelligent manufacturing plan, and as the only representative of Chinese sanitary ware brands. During this event, Hengjie’s national fashion series smart Q9 all-in-one machine and Yueyan series smart mirrors were unveiled at the “Youjian Chinese Fashion Museum” landing flash mob in Sanlitun - for Hengjie, “creating a national fashion culture that belongs to the Chinese people” It is not just a slogan, but through insights into the actual needs of Chinese families, it achieves both strength and appearance in functional design.
Made in China, the latest trend. Nowadays, domestic brands are no longer synonymous with low-end manufacturing, and the technical strength of domestic sanitary ware brands has long been as good as any imported brands. But while riding the national trend express, only continuous focus on innovation and research and development is the long-term solution for brand development. Facing the future, Hengjie will still start from the "actual use needs of Chinese families" and always run through the entire field of production and manufacturing, technology research and development, marketing, corporate management, etc., to build a benchmark brand in China's sanitary ware industry. The "Four Satisfaction" core values of "customer satisfaction, employee satisfaction, shareholder satisfaction, and social satisfaction" will continue to give Hengjie strong competitiveness.
