Yesterday, the topic "Why you must buy branded products when buying ceramic tiles" initiated by Zhongtaojun on the Douyin platform aroused heated discussion. Among them, many people in the industry have questioned the value, origin and even quality of the "brand". On the other hand, consumers continue to send private messages asking Zhongtao Jun, "Is such-and-such brand a first-line brand?", "Is such-and-such brand one of the top ten brands?" and other questions.
It can be seen from the above phenomenon that industry insiders and consumers are in a state of expectation and confusion about "brands".
What kind of brand is a real brand?
Most people who support the theory that "brand is not important" believe that the equipment, raw materials, and production processes of ceramic tiles from various manufacturers are not much different. "Brands" are just built up by spending money on advertising, and these advertising costs are derived from Product profit. In fact, brand ≠ brand. A true brand is more than just a trademark and has qualities beyond just visibility. The "brand importance theory" is based on a brand's comprehensive advantages such as strong R&D and production strength, high-quality products, excellent reputation and perfect and thoughtful services. Therefore, not all brands can be called brands.
How important is brand ranking?
Brands are like railings on a bridge, providing reliable protection. Naturally, the purpose of consumers buying branded ceramic tiles is to buy and use them with confidence. Consumers who have little knowledge of the ceramic tile industry, when faced with thousands of brands, cannot help but refer to the brand rankings of some "top ten brands" and "first-line brands" to assist in their selection. In other words, Brand ranking is not only a yardstick for consumers to build trust in a brand, but also an indicator of a brand’s comprehensive strength, popularity, and reputation both within and outside the industry. kind of recognition.
Where can I find the brand list?
The methods and channels for consumers to understand the brand list can be described as "asking around". After asking friends and netizens, the more they ask, the more confused they become, and it is not necessarily reliable. In fact, you can also find a fair and authoritative brand list by searching on the Internet. Just enter keywords such as "top ten ceramic brands", "top ten ceramic tile brands", "ceramic first-line brands" in the Baidu search box, and look for the industry portal www.ceramicschina.com. The "Top Ten Brands of Building and Sanitary Ceramics" held by the website for 10 consecutive years is known as the "Hundred Flowers Award" of the ceramic industry.
Who defines the “Top Ten Brands”?
When it comes to brand rankings, people in the industry can basically name 4-5 leading companies and their brands, and most of this measurement criteria are only based on the strength and market share of the company. We know that the measurement criteria of a brand are far more than this, which is why the "Top Ten Brands of Architectural Sanitary Ceramics" is selected every year. A vital brand list can become a benchmark for ceramic brands.
With the rise of brand awareness among ceramic companies, publicity needs have also stimulated the birth of various "brand ranking lists". Who has the right to select the industry’s “top ten brands” and “first-line brands”? The answer is everyone. Brand ranking is not the opinion of any organization, nor is it the personal opinion of industry professionals, nor is it the self-promotion of the brand. As consumers who ultimately use the product, they should also have the right to speak.
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April 15, 2021Qualification selection (preliminary evaluation) of the "Top Ten Brands of Architectural Sanitary Ceramics of the Year" - the online voting channel is officially opened. Which brands can qualify for the finals? The decision is in everyone's hands. The following are the voting rules:
