On the morning of March 21, the "Creating the Era and Seeing the Future" ceramic industry new first-line brand seminar initiated by Tao Yuanshuai Ceramics was held in Foshan. Tao Yuanshuai chairman Zeng Junhong, brand general manager Lai Gerong and other senior leaders of the company attended the meeting. Yin Hong, secretary-general of the Foshan Ceramics Industry Association, and ceramic mainstream media figures such as China Ceramics Network, Huaxia Ceramics Network, and Ceramics Information focused on topics related to new first-line brands Explore.
Be brave enough to break the pattern
Tao Yuanshuai sends out the brand voice of the new era< /p>
"New first-line brand" was first proposed by Zeng Junhong, chairman of Tao Yuanshuai, at a dinner at the end of 2021. He said that in the past two years, affected by factors such as thunderstorms in real estate companies, dual carbon and dual controls, rising energy and raw material prices, the ceramic industry once fell into a downturn, people were impetuous, and no one was willing to innovate. Faced with many challenges, Tao Yuanshuai was unwilling to follow the trend and realized that he needed to change the brand's business thinking in order to break through and reborn. Therefore, Tao Yuanshuai proposed the concept of a new first-line brand and will increase investment in the future to create a new first-line leading ceramic tile brand.
Tao Yuanshuai Chairman Zeng Junhong
Mentioning Tao Yuanshuai's original intention to create a new first-line brand, Lai Gerong said that Tao Yuanshuai has been insisting on returning to the essence of business for 15 years and is committed to meeting consumers' unexpected needs. In the past two years, the industry situation has been unpredictable and the terminal consumer market has been iteratively upgraded. Under this situation, Tao Yuanshuai was inspired by China's "new first-tier cities" and proposed to create a new first-tier brand in the ceramic industry.
Tao Yuanshuai Brand General ManagerLai Gerong
Tao Yuanshuai convened this seminar to gather industry media celebrities to discuss the concept of new first-line brands, brainstorm ideas, and explore how to build new first-line brands.
As the first launcher of a new first-line brand, Zeng Junhong took the lead in expressing his opinions at the seminar. He believes that the concept of new first-line brands mainly covers the following four characteristics: first, it must be a brand that can directly reach consumers and be recognized by consumers; second, it must be a brand with differentiated innovation, and innovation must be based on consumption. Market demand is the guide; third, it is a low-carbon brand, that is, the product research and development direction is committed to replacing non-renewable resource materials; fourth, it is a brand that uses ingenuity to make products and supports the century-old brand concept with products.
Communication and collision of ideas
Brainstorming ideas for new first-line brand development
Revolving around the concept of new first-tier brands, many industry media figures have expressed their views and opinions.
Dr. Yin Hong said that in recent years, as ceramic tile brands have actively embraced real estate centralized procurement project channels, the brand concentration in the ceramic industry has been increasing rapidly. However, since last year, real estate companies have been experiencing continuous thunderstorms, which has made many ceramic tile brands, especially leading brands, realize that large B-end channels are not completely reliable; and with the influx of new consumer groups into the market, the demand for ceramic tile retail has been constantly updated. . It can be seen from this that the pattern of traditional first-tier brands in the ceramic industry is being restructured. The phenomenon of oligopoly formation by leading brands in the home appliance industry will not occur. The opportunity for the development of new first-tier brands has arrived.
Yin Hong, Secretary General of Foshan Ceramics Industry Association
The emergence of new first-tier brands has caused the industry to rethink the formation of the traditional first-tier brand structure. Liu Xiaoming, editor-in-chief of Huaxia Ceramics Network, believes that most of the traditional first-tier brands are production-scale enterprises. They have seized the opportunities of rapid growth in the industry and developed in a market with booming demand for ceramic tiles. However, the current ceramic tile brands are in an era of overcapacity and shortage of demand. In this era, we need to redefine newBrand recognition in the consumer market. "New First Line" must be a concept that allows us to re-understand the business philosophy and model of China's ceramic tile industry and break the perception of traditional first-line brands. At the same time, he proposed that Tao Yuanshuai could be an important target for the media to observe at this stage of the new first-line brand.
Liu Xiaoming, editor-in-chief of Huaxia Ceramics Network
Zou Sijin, director of the new media business department of China Ceramics Network, proposed that new first-line brands should include four connotations: First, rejuvenation. Facing the needs of the younger generation of consumer groups born in the 90s and 00s, ceramic brands need to be rejuvenated and upgraded. ; The second is customization, which can also be said to be "consumer". New first-line brands must enter the hearts of consumers and become real consumer brands; the third is sceneization. The application design of ceramic tiles must consider their role in the spatial scene. The fourth is social responsibility. In the context of common prosperity, business for good is the general trend and an inevitable choice. New first-line brands must solve the pain points of consumer decoration that have become a social phenomenon.
Zou Sijin, Director of the New Media Division of China Ceramics Network
Ceramic Information Chief Operating Officer Yu Yueming said that the status and strength of first-tier brands are self-evident. However, the development of the industry cannot rely on "first-tier brands" alone. More innovative vitality is needed, and new first-tier brands are the source of this vitality. First-tier brands have set industry benchmarks, and new first-tier brands have brought new thinking to first-tier brands. Only when the two form a positive interaction can the industry thrive.
Ceramic Information Chief Operating Officer Yu Yueming
At the end of the seminar, Lai Gerong said that in the future, Tao Yuanshuai will continue to aim at meeting consumer needs beyond expectations, be oriented by service and empowerment channels, and use new media means to directly reach end consumer groups.
Pioneer of new first-line brands
Marshuai Tao enters the fast lane of enterprise development< /p>
The successful convening of this meeting deepened the industry's understanding of new first-line brands and also marked the official start of Tao Yuanshuai's journey as a new first-line ceramic tile brand. After the meeting, Zeng Junhong told Zhongtaojun that several media celebrities had very profound insights into the new first-line brands and provided many valuable suggestions for Tao Yuanshuai to build a new first-line ceramic tile brand in the future. Tao Yuanshuai will continue to adhere to products, channels, Marketing innovation, steady progress, and establishing a new height for ceramic tile brands in the new era.
In fact, looking back at Tao Yuanshuai's brand development history, we will find that as early as 2019, he has been gradually consolidating the foundation of a new first-line brand since joining hands with international superstar Donnie Yen. In 2019, Tao Yuanshuai signed Donnie Yen as the brand spokesperson. Subsequently, Tao Yuanshuai entered the fast lane of rapid brand development: he invested 500 million yuan to upgrade and expand the production base; he invested heavily in the research and development of differentiated and high-profit "molten rock" products, and gained a lot of profits. Extremely high terminal praise rate; upgrade brand advertising paintings, enhance the brand's influence and popularity through airport and outdoor anti-aircraft artillery advertising; vigorously support the image rejuvenation of dealers' stores and enhance user experience...
On the same day, based on the needs of the rapid development of the brand, Tao Yuanshuai also reached two important strategic cooperation on the spot.
Marshal Tao × Economic Voice Cooperation Signing
First of all, Tao Yuanshuai has reached a strategic cooperation with the Voice of Economics. Next, they will join hands with the Central People's Broadcasting Station to carry the country's first sound frequency "Voice of China" to broadcast to consumers across the country the strongest voice of Tao Yuanshuai, a major brand. .
Tao Yuanshuai × Yingshanhong Media Cooperation Signing
In addition, Marshal Tao also signed a contract with Yingshanhong Media,Once again joining hands with international superstar Donnie Yen, we will start a new journey of brand strategy in 2022, gather brand potential, and convey to consumers the brand concept of "I choose Marshal Tao for ceramic tiles".
