Drucker, "the father of modern management," once said, "The operating results of an enterprise are outside the enterprise, and there are only costs inside the enterprise." What he refers to as the external operating results of a company is its brand.
In the modern economic system, as a symbol and explicit signal of market competition, brand is the concentrated expression of implicit signals such as quality, innovation, and reputation. It has become the soul of the survival and development of enterprises and the commanding heights of industrial competition.
There are three levels of market competition between enterprises. The first level is price competition, the second level is quality competition, and the third level is brand competition; and brand is the full expression of the core competitiveness of an enterprise. A good brand represents high quality and taste, which means high added value, high profit, and high market share. It is the first choice of consumers. On the one hand, it can bring stable sales revenue to the company, and on the other hand, it can also enhance the company's competitiveness. The competitiveness of products and services among peers, thereby further expanding its sales revenue.
Because of this, Steve Haier, the former president and chief operating officer of the Coca-Cola Company, can confidently say: "If one day I have nothing, as long as I have the Coca-Cola brand, I can develop the same brand again. The other Coca-Cola Company
In a sense, products that lack brand support have no vitality, and companies that only have products without brands or only OEM without brands have even less vitality and continuity. This statement is particularly apt for ceramic tiles with their semi-finished and conspicuous consumption attributes. For example, without knowing the brand or seeing the application effect, a decoration novice who knows nothing about ceramic tiles cannot fully understand their value.
Only by attaching importance to brand and building the soul of survival and development, can China's ceramics enterprises grow from "world factories" to world-class companies, and China can upgrade from the world's largest ceramics production country to an intelligent manufacturing power.
As we all know, under the combined influence of factors such as overcapacity, increased environmental protection, channel fission, and consumption upgrading, the situation of China's building ceramics industry has taken a turn for the worse since 2018, with serious imbalances in production and sales. Manufacturers and dealers have gone bankrupt, closed down, and employees have switched jobs. , Unemployment occurs from time to time; after January 2020, the sudden COVID-19 epidemic made the industry even worse. The severe situation has made the already fierce market competition in the building ceramics industry more intense and the increasing brand effect more prominent. Lion is a large-scale modern architectural ceramics enterprise in China that integrates R&D, production, sales and service with a history of 18 years.Wang Group has keenly captured this signal and has made arrangements in advance to deal with it.
China Ceramics Network reporter learned that after the beginning of 2020, Lion Ceramics, the first brand of Lion Group, under the leadership of Chairman Liu Bao, has taken advantage of the situation and sought development without having to raise its whip. From the good times at the beginning of the epidemic to the booming production and sales later, it has demonstrated its tenacious market vitality and strong brand charm. In this process, Lion Ceramics further realized the importance of the brand and launched a new challenge to itself - Start from the heart, upgrade the brand development strategy, and strive to The goal of building a national brand is moving forward. This strategy can be summarized as “A gripping hand” and "Three Upgrades".
1
A starting point: Guangdong Lion Ceramics Co., Ltd.
The China Ceramics Industry Headquarters Base located in Nanzhuang, Foshan is the best enterprise concentration platform and the best brand incubation base in the building ceramics industry. It is also the largest high-end brand distribution center in China. It has a mature operating model and innovative service awareness. It is also very Pay attention to the development and innovation capabilities of the enterprise itself. This is very consistent with Lion Ceramics' product concept of "being a person with both integrity and talent, and making bricks with both internal and external qualities".
In May, Lion Group once again upgraded its strategy in Foshan.
On July 17, at the signing ceremony for the strategic upgrade of Lion Group to enter the China Ceramics Industry Headquarters Base with the theme of "Common Vision, Lions Are Unstoppable", Du Zeshuai, General Manager of Guangdong Lion Ceramics Co., Ltd. said, Foshan is the commanding heights of Chinese ceramics, and the establishment of the Guangdong Lion Ceramics Marketing Center Exhibition Hall in the China Ceramics Industry Headquarters is an important step for Lion Ceramics to build a national brand and take globalization. Tang Jieming, general manager of operations of China Ceramics Industry Headquarters Base, said that the presence of Lion Ceramics is a good support for China Ceramics Industry Headquarters Base. From brand influence to exhibition hall display, Lion CeramicsIt will add more brilliance to the China Ceramics Industry Headquarters Base. Yin Hong, secretary-general of the Foshan Ceramics Industry Association, believes that Lion Ceramics has advantages in ceramic manufacturing and entering the China Ceramics Industry Headquarters as the leading brand in the production area is its innovative approach to improving the national brand.
It is reported that the exhibition hall of Guangdong Lion Ceramics Marketing Center has now completed its basic construction and renovation, and will officially open for business on October 16, unveiling its mystery to the public.
2
One of three upgrades: Brand culture innovation and upgrade
Brand culture is not only a spiritual symbol of values, life attitude, aesthetic taste, personality cultivation, fashion taste, emotional appeal and other condensed by the brand, but also an important way for the brand to lead consumer attitudes.
China has been a land of etiquette since ancient times and has a profound historical and cultural heritage. Sages in the past have influenced people's behavior by improving their own conduct and establishing noble virtues. At the beginning of its establishment, Lion Ceramics took Xiaode culture as the foundation of the brand and implanted Inamori's business philosophy on this basis. After 18 years of solid practice, this brand culture has developed into a philosophy and cultural system unique to Lion. It is also the source of Lion Ceramics’ modern, elegant, light and luxurious life concept, and finally formed the concept of “creating a green environment”. The brand mission of "continuous innovation of art space" and the brand vision of "a leader in technology, green and artistic ceramic tiles".
"Taking employees as our heart, customers as our heart, and taking social responsibility as our responsibility", Lion Ceramics innovates again Upgrading brand culture is a firm act that starts from the original intention. The completion of the exhibition hall of Guangdong Lion Ceramics Marketing Center will also give more consumers a new understanding of its upgraded brand culture.
3
Three Upgrades Two: Product System Innovation and Upgrade
Product innovation is the driving force for enterprise development. Relying on the strong R&D and production strength of Lion Group, Lion Ceramics adheres to the product concept of "being a person with both moral integrity and talent, and making bricks with both internal and external qualities". Under the framework of the original product system, according to industry changes and terminal market demand, Lion Ceramics launches a product depth layout strategy. Lion Ceramics integrates domestic and foreign products The most cutting-edge ceramic tile production technology, focusing on improving the internal quality of products and improving external design and color development capabilities, will combine "large size + new design + new technology + new mold" "As one of the main directions for future product research and development, we will vigorously develop a series of products such as large-sized slabs and large-sized rock slabs with high quality and high technology.
It is particularly worth mentioning that after years of unremitting efforts, Lion Ceramics has found a breakthrough in wall decorative boards and successfully developed a unique new species of high-value decorative boardsC-position face plate. This series of products is positioned as "debuting in C position, with beauty, love and health". It integrates many international leading technologies such as pearlescent glaze, digital glaze, starlight dry granules, and fine carving, and hasBetter looking (Multiple craftsmanship, multiple textures; multiple series, multiple styles; multiple colors, multiple choices), Healthier and more environmentally friendly (efficient adsorption of air pollutants; air purification, zero formaldehyde; antibacterial and antibacterial, 24-hour full protection), Safer (The color board comes standard with cement grade 32.5; anti-falling, patented safety back pattern, closely adheres to the cement; anti-slip, anti-slip safety glaze process, increases resistance coefficient) , more freedom (advocating free life, individual life, and enjoying private space) and many other advantages, it is the first choice for contemporary consumers to create a C-grade living space that is beautiful, loving, and healthy. It is also individual, trendy, and light luxury. The first choice for commercial space. The grand launch of the C-position color plate has allowed China's building ceramics industry to re-understand wall bricks and create a new category, new trend and new pattern of domestic wall bricks.
For another example, based on the market demand of consumers who prefer natural stone decoration effects, Lion Ceramics took the lead in mass production and application of industry-leading process standards such as molds, dry granules, soft polishing, and semi-polishing in the production area, and developed highlyNew soft porcelain/Kyocera stone series that restores natural rare stones. This series of products follows the industry's emerging specifications of 900×900 and 750×1500mm, fully demonstrating the realism of high-end natural rough stones.
Strong R&D and production capabilities are a solid guarantee for the stable and long-term development of Lion Ceramics, and are also favorable conditions for the innovation and upgrading of its product system.
4
Three Upgrades No. 3: Market Service Innovation Upgrade
Since the beginning of the new year, Lion Ceramics has made an in-depth analysis of the impact and impact of the COVID-19 epidemic on my country's economy, society and the construction and ceramics industry. Based on the actual market situation, Lion Ceramics has once again adjusted its brand service strategy in multiple dimensions.
Under the guidance of the customer-centered corporate mission, Lion Ceramics is based on serving customers and serving the terminal market, and comprehensively launches a new full-service marketing service model -Marketing Function transformation of all employees + seven cores of terminal strategy + one business, one policy + N + M terminal assistance platform + global terminal operation system, opening up a new era of brand market services. At the same time, Lion Ceramics actively embraces the new Internet marketing model and grandly launches thesmart store marketing system. It is reported that this system covers two terminal marketing systems, online + offline. It is no longer a single display, promotion, traffic diversion, customer acquisition, etc., but a complete set of online and offline marketing systems. A combined terminal operation system.
The new all-staff marketing service model and smart store marketing system launched by Lion Ceramics, which is loyal to the market, will surely lead to another qualitative change and upgrade of its market services.
With overcapacity, increasing product homogeneity, channel fission, and consumption upgrading accelerating, the competition between brands has become unprecedentedly fierce and a wave of reshuffles is coming. The building and ceramics industry will usher in a new round of value reconstruction. . For a brand, tooPast advantages will always be replaced by tomorrow's trends. Only by accurately grasping trends and timely upgrading strategies can we win in the future.
Liu Bao, chairman of Lion Group, said in his speech at a meeting of Lion Ceramics that Guangdong Lion Ceramics Co., Ltd. has settled in the China Ceramics Industry Headquarters Base, "The sign The Lion King brand once again opens up and leads the way for northern brands to go nationwide, and strongly conveys the new potential for the development of the production area."
China Ceramics Network believes that this brand strategic upgrade is an inevitable choice for Lion Ceramics to adapt to the situation, and it is also the right direction that Lion Ceramics has adhered to day and night for more than 6,570 days over the past 18 years.
We are eagerly looking forward to the Guangdong Lion Ceramics Marketing Center Exhibition Hall opening at the China Ceramics Industry Headquarters Base in Nanzhuang, Foshan on October 16th; we will also be delighted to see a brand that directly targets C-end consumers and wins the B-end The dealer's ceramic tile brand is about to go nationwide!
Author: Zhuifeng
