Understand the trend of pottery building
Discuss brand development
The witty words are flowing, the thoughts are surging, and the applause is endless
……
This afternoon
Many ceramic people are
This cross-border ideological feast based on the ceramic industry has attracted fans
Today (October 14) afternoon, hosted by the China Building Decoration Association, hosted by the Material Application Branch of the China Building Decoration Association and the China Ceramics Network, the 11th China Real Estate and The pan-home industry cross-border summit and the 2021 "Top Ten Brands of Building and Sanitary Ceramics" awards ceremony were grandly held at the Sofitel Foshan Louvre Hotel.
Event site
Liu Yuan, deputy secretary-general, chief engineer and director of the Brand Office of China Building Decoration Association
Ouyang Tiansheng, visiting professor at Jingdezhen Ceramics University and chairman of China Ceramics Network
Shan Ren, online marketing strategy instructor, CCTV financial commentator, chairman of Shanren Information Group, and chairman of NiuShang.com
Xu Honghu, founder and CEO of Yidoutang APP
Liang Hongyu, director of China Building Decoration Association and secretary-general of Material Application Branch of China Building Decoration Association
Jiang Jinghua, deputy secretary-general of the Ceramics Branch of the China Building Decoration and Decoration Materials Association
Nan Shunzhi, founder and chairman of Dajiulu Ceramics
Zhang Shaojun, Vice President of Oceano Ceramics
Peng Changhua, Vice President of Shuncheng Ceramics Group and General Manager of Shunhui Ceramics
Cheng Zhen, General Manager of Ceramics Division of Wrigley Home Furnishing Group
Xian Jiantang, general manager of marketing of Nengqiang Qianghui Group
Zheng Zhe, Chief Editor of NetEase Home News Center
……
With the elites of major ceramic brands as well as NetEase Home, Tencent Home, Sina Home, Sohu Focus Home, Baijiahao, Headline News, Ceramic Information, Ceramic City News, Ceramic Information, Huaxia Ceramics Network, Ceramic Industry News Summary, Manufacturing Alliance, Representatives from Chinese Designers Network and other media units jointlyAttend this event.
Sign-in Highlights
On-site highlights
Big names gather together for a feast of ideas
In the leadership speech of this event, Liu Yuan and Ouyang Tiansheng delivered speeches on behalf of the organizer China Architectural Decoration Association and the organizer China Ceramics Network respectively.
Liu Yuan said in his speech, “In the modern economy, as a very unique and extremely important strategic resource, brand is a concrete manifestation of the comprehensive strength and core competitiveness of an enterprise or even a country. It can be called the sunshine of the economic situation. Table. Founded in 2002, China Ceramics Network has recognized the importance of brands very early and has always adhered to the mission of "walking with brands, serving brands, and helping brands grow". Since 2011, China Ceramics Network has been founded and hosted by China. The Real Estate and Pan-Home Furnishing Industry Cross-border Summit and the 'Top Ten Brands of Building and Sanitary Ceramics' Awards Ceremony have been successfully held for ten times, effectively enhancing the brand value of outstanding ceramic companies and promoting cross-border exchanges between ceramics, real estate, and the pan-home furnishing industry. Relying on the authority of the China Building Decoration Association and the network communication advantages of China Ceramics Network, the "Top Ten Brands of Building and Sanitary Ceramics" won the reputation of the "Hundred Flowers Award in the Ceramic Industry" and became the basis for many consumers to measure brand value when purchasing ceramic tiles. important basis”.
Liu Liu, deputy secretary-general, chief engineer and director of the Brand Office of China Building Decoration Association Original
Ouyang Tiansheng said in his speech, "Today in China, the dividends of population and traffic are gradually fading, and consumption is increasing day by day. Capturing the dividends of people's hearts through accurate brand positioning has become a corporate growth methodology under the stock game. For pan-home furnishings, especially For ceramic companies, relying on accurate brand positioning to seize the dividends of people's hearts is an effective means to break the homogeneous ultra-low-price competition, win the survival of the fittest shuffle game, and move from industry brands to consumer brands."
He said that it is against this background that China Ceramics Network carries forward the media's responsible spirit, sincerely invites influential big names in the pan-home furnishing field to discuss their opinions on the spot, grasp the pulse of industry development, explore the road to brand development, and create new products for industry colleagues. "A feast of cross-border ideas" contributes to the value enhancement of ceramic brands.
Ouyang Tiansheng, visiting professor at Jingdezhen Ceramics University and chairman of China Ceramics Network
In the keynote speech and roundtable forum of this event, Shan Ren and Xu Honghu delivered speeches on the topics of "Brand Layout in the Digital Era of the Whole Network" and "Content Marketing and Consumption Insights" respectively.
Shan Ren: Only by deeply understanding the six brand levels can an enterprise become bigger and stronger.
Shan Ren believes that brands have six levels. The first is brand attributes - the sensory responses to specific products that customers can feel based on the brand, including touch, hearing, vision, smell, etc.; the second is brand benefits. ——The value that a brand brings to consumers, the reason why customers buy; the third is core value—the brand’s long-term vision, mission, and emotions that the brand should convey to the target group, and resonate with the target audience on a spiritual level; The fourth is brand culture - the beliefs, values and behaviors that a brand should contain; the fifth is brand personality - that is, brand persona, the humanized personality characteristics of the brand; the sixth is user mentality - becoming and Category representatives that match user needs can generate demand for users and return to the brand. In his opinion, the brand strategy of small and medium-sized enterprises in the digital era is "I don't know you exist, but I can find you; I remember you since I know you; when I am in need, I think of you."
He starts with what the brand is and the brandStarting from the six levels, it explains the brand characteristics and the relationship between brands and users in the digital era in a simple and easy-to-understand way, and puts forward effective solutions for brand layout in the digital era.
Internet marketing strategy instructor, CCTV financial commentator, director of Shanren Information Group Shan Ren, Chairman of Chang and Niu Shang.com
Xu Honghu: Why has no consumer brand been born in the ceramic industry?
"People in the home furnishing industry always like to run and don't like to think." Xu Honghu's speech started with this slightly critical point of view. He talked about useful learning and useless learning to the world view, and from the business perspective to the bottom layer of the birth of consumer brands. Logic, and then deeply analyzed the fundamental reasons why consumer brands have not been born in the ceramic industry. Regarding how to build a consumer brand, he believes that we should focus on two aspects: advertising and content, and content is where we grow grass. After pointing out the three major misunderstandings of grass planting, including posting junk advertisements, creating official accounts, and incubating employee accounts, he gave specific methods for planting grass, that is, using three grasses: touching grass, heart-moving grass, and action grass to penetrate into the minds of users. , guiding users to specify purchases.
Xu Honghu, founder and CEO of Yidoutang APP
Xu Honghu’s wonderful speech made everyone see the necessity and feasibility of content cultivation for brands under the new consumption trend, and broadened the ideas for ceramic brands to enter the minds of consumers through content cultivation.
In the roundtable forum, Nan Shunzhi, Zhang Shaojun, Peng Changhua, Cheng Zhen, Xian Jiantang and the host Zheng Zhe focused on the keyword "trends" of this event and conducted exchanges and discussions around topics such as brands, products, channels, and policy environments.
Nan Shunzhi: Enterprises must eventually return to products, and products are still the core.
I have been working in this industry for almost 30 years. I think everything is a skill.Some industries have specializations, and other industries may look down on ceramic tiles, and once they come in, they won't be able to get in. The ceramic industry is traditional, but more people think it is a classic industry and must be done with care. I come from the terminal market, and I know how important the materials used for ceramic tiles are. I didn’t understand production before, but now I have become a production expert. I'm more into ceramic tile materials. I think companies must eventually return to products, and products are still the core.
Peng Changhua: Only by embracing changes can we work with dealers to transform and upgrade and overcome difficulties.
For brands, the first is to strengthen brand promotion, increase brand awareness, and empower terminals; the second is to strengthen product sorting and planning according to changes in channels, and empower products; the third is to strengthen the expansion of various channels, Expand various channels for terminals and empower channels. For dealers, they need to change their thinking, from dealers to service providers, from earning price differences as original dealers to earning service fees, and to serve various channels according to the characteristics of the channel. In one sentence, it is to embrace change.
Zhang Shaojun: The era of consumer brands is here.
Brother Hu (Xu Honghu) just said that the paint industry has already achieved this, because it seems that the paint industry currently invests more in consumer brands than the ceramic industry. The issue that Brother Hu just talked about is that the era of consumer brands has indeed arrived. As Mr. Peng (Peng Changhua) just said, he is a senior in the industry. Indeed, consumers’ awareness of the brand is slowly increasing.
Cheng Zhen: How to build brand competitive advantage starts with understanding the nature of ceramic tiles.
What is called a brand is differentiation. In terms of building a competitive advantage, we have to start with understanding the nature of ceramic tiles. What exactly are ceramic tiles used for? In the home space, it mainly plays the role of setting off furniture and soft furnishings. In fact, it is a big background, or a big background color. This essence determines that ceramic tiles should be more simple and leave the space blank. Starting from this essence, ceramic tiles should not be made to be fancy or personalized, but how to fit the comfort of the home space. To build a brand's competitive advantage, it is also necessary to make the purchase logic of ceramic tiles simpler.
Xian Jiantang: If intermediate brands want to break through, they should do better in channels and products.
I think it is not difficult for middle brands to catch up with leading brands. Observing the leading brands in the ceramic industry, in the process of pursuing sales, they give people the impression of being extensive.The focus and positioning of the brands in the middle are clearer. I think if intermediate brands want to break through, they should do better in terms of channels and products.
Forum Highlights
Zheng Zhe concluded that the guests shared a lot of insights and provided a good reference for the ceramic industry. Ceramic brands and distributors face far more than the brands, products, channels, policies, etc. discussed in this roundtable forum in their operations. The actual situation will be much more complicated. Only by clearing the fog can we grasp the real trends. , make the right choice.
By focusing on brands and trends, the speech leaders, speakers, dialogues, and moderators all showed sparks of thinking and provided useful enlightenment to the participants. The audience was full of witty words and golden sentences, and bursts of applause were heard.
Crown with honor and set a benchmark
As an "original IP in the ceramic industry" with a history of 11 years, the "Top Ten Brands of Architectural and Sanitary Ceramics" relies on the official website of China Ceramics. Traffic (number of visitors), high value (ensure that the brand list, industry information, ceramic brands and dealer information published on it are permanently included in the Baidu homepage headlines and have network visibility), and are known as the "three highs" of the ceramic industry. "Hundred Flowers Award", and has gradually grown into a value list for consumers to measure the brands they intend to buy when purchasing ceramic tiles and sanitary ware.
Relying on the "Three Highs" advantage", the 19-year-old company has created six major strengths for the "Top Ten Brands of Architectural Sanitary Ceramics" through 11 years of unremitting efforts: ① Technology - visible in the entire network search; ② Credibility - —Selection for 11 consecutive years; ③Authority--the awards are authoritative and fair; ④Word-of-mouth--real word-of-mouth from consumers; ⑤Media-coverage of the entire network; ⑥Users-occupy the minds of users
Compared with today’s average life span of small and medium-sized enterprises, which is only 2.9 years, and the average life span of group companies is only 7-8 years. The "Top Ten Brands of Building and Sanitary Ceramics" that has been released for 11 consecutive years is like a fast and stable bridge, effectively connecting ceramic brands and consumers. It has gradually grown into a measurable value list for consumers when purchasing ceramic products.
Although affected by the new crown epidemic, the popularity of the 2021 "Top Ten Brands of Building and Sanitary Ceramics" has not declined but has increased. After two rounds of 46-day online voting and expert reviews covering the brand’s influence, productivity, product strength, originality, design, content, operation and other dimensions, the host and organizer fully respected the Internet Public opinion also fully considered the objective and comprehensive consideration of the real strength of each participating brand. 85 excellent ceramic brands stood out from the intense competition and were successfully selected into the "Top Ten Ceramic Brands", "Top Ten Ceramic Ceramic Brands" and "Ceramic First-line Brands". "Top Ten Bathroom Brands" and other 15 subdivided lists.
During the award ceremony of this event, the 2021 "Top Ten Brands of Building and Sanitary Ceramics" list was released again offline. Among them, the 20 ceramic tile brands that won the honors of "Top Ten Brands of Ceramics" and "Top Ten Tile Brands" were solemnly commended. . At the same time, the 38 dealers who won the honor of "Outstanding Dealers in the Building Ceramics Industry" in 2021 also received grand commendations.
2021 "Top Ten Ceramic Brands" Awards
2021 "Top Ten Tile Brands" Awards
The 2021 "Top Ten Brands of Building and Sanitary Ceramics" ("Top Ten Brands of Ceramics" and "Top Ten Brands of Ceramic Ceramics"The list of "Top Ten Brands") is as follows:
The list of "Outstanding Dealers in the Building Ceramics Industry" in 2021 (38 in total) is as follows:
Melco marble tile dealer Zhong Xing in Kunming, Yunnan;
Yang Zhongquan, Chengdu dealer of Eagle Brand Ceramics;
Chen Weitao, dealer of Hengfu Ceramics in Guangzhou Panyu;
Xu Banghui, dealer of Qianghui Seiko Tiles in Changchun, Jilin;
Yan Chaoyang, dealer of Big Horn Deer Ceramics in Zhengzhou, Henan;
Lin Jianqiang, dealer of White Rabbit Ceramics in Huizhou, Guangdong;
Wang Zengbiao, dealer of Shunhui Ceramics in Yulin, Shaanxi Province;
Zheng Jinchun, dealer of Wells Ceramics in Luoyang, Henan;
Xu Hongquan, Beijing dealer of Wrigley composite light-grained tiles;
Liu Qingqing, distributor of Asia Ceramics in Yantai, Shandong;
Zheng Nan, dealer of Qianghui Seiko Tiles in Yulin, Shaanxi;
Chen Junsen, dealer of White Rabbit Ceramics in Zhuhai, Guangdong;
Feng Xiaoqiang, a dealer of Dajiulu Ceramics in Changchun, Jilin;
Zheng Jinke, dealer of Jiajun Ceramics in Kunming, Yunnan;
Dai Ximu, a Tianjin dealer of Nengqiang ceramic tiles;
Jiang Jinsheng, a dealer of Li Home Ceramics in Lanzhou, Gansu;
Yu Chongxiang, a distributor of Melco marble tiles in Pingyang, Zhejiang;
Chen Changlong, Shijiazhuang dealer of Eagle Ceramics;
Wang Weitao, Yiwu dealer of Jinsi Yuma tiles;
Chen Hangmin, Hangzhou dealer of Wrigley composite light grain bricks;
Chen Hua, dealer of Jinsi Yuma Ceramic Tiles in Xiaoshan, Hangzhou;
Fan Juntao, dealer of Oceano Tile in Zhoukou, Henan Province;
Xiong Guoping, Jiangxi dealer of Jinduo Ceramics;
Li Xiaoqing, dealer of Lion Ceramics in Qinghe County, Xingtai City, Hebei;
Gao Chuqun, a dealer of Li Home Ceramics in Cixi, Zhejiang;
Huang Peikun, dealer of Nengqiang Ceramics in Kunming, Yunnan;
Jia Ruizhen, dealer of Asia Ceramics in Changzhou, Jiangsu;
Zhuoyuan energy brick dealer Chaibiao in Changshu, Jiangsu;
Huang Mingming, a dealer of Big Horn Deer Ceramics in Changzhi, Shanxi;
Cheng Changfu, Chongqing dealer of Jinduo Ceramics;
Cao Zhanghai, dealer of Zhuoyuan Energy Bricks in Shaoxing, Zhejiang;
Qin Xiaolong, Chongqing dealer of Oceano Tile;
Zhou Feng, dealer of Jiajun Ceramics in Wuhan, Hubei;
Dong Xiaofen, dealer of Hengfu Ceramics in Yinchuan, Ningxia;
Wells Ceramics Shaanxi Xi'an dealer Zhang Hushan;
Li Yabo, Quanzhou, Fujian Province;
Qiao Yuguo, dealer of Shunhui Ceramics in Hangzhou, Zhejiang;
Lion Ceramics Sichuan Chengdu DistributorLi Hongbo.
2021 "Outstanding Dealer in Building Ceramics Industry" Award
Although the event was repeatedly postponed due to the impact of the COVID-19 epidemic, the event finally came to a successful conclusion, bringing a lot of useful information and positive energy to all award-winning ceramic brands and related outstanding dealers.
Through the 11th China Real Estate and Pan-Home Industry Cross-border Summit and the 2021 "Top Ten Brands of Building and Sanitary Ceramics" Award Ceremony, China Ceramics Network further conveyed the trend of the ceramic industry's attention shifting from the back-end of production to the front-end of consumption. And hope to use its own "three highs" advantages and the six strengths of the "Top Ten Brands of Building and Sanitary Ceramics" to help ceramic brands transform and advance from "industry brands" to "consumer brands"!
(Author: Zhuifeng)
