Original: Zhongtaojun
On June 18, China Ceramics Network's "618 Ceramics Brand Day" announced online the list of winners of the "2020 China's Top Ten Architectural and Sanitary Ceramics Brands"; General Ceramics, with its strong brand With its strength, it has won the three most important awards in one fell swoop: "Ceramic First-line Brand", "Engineering Recommended Brand", and "Top Ten Stone Slab Brands", which is what everyone expected.
What is a first-line brand?
Is it the production scale? Corporate strength? Or brand awareness? These interpretations are too one-sided. The author has no choice but to show you the qualities that a "ceramics first-line brand" should have from actual cases.
Dajiang Ceramics, founded in Foshan, Guangdong in 2003, focuses on the research and development, design, production and application of high-quality ceramic tiles, providing beautiful, comfortable and environmentally friendly ceramic tiles for people who pursue a quality life. decorative materials. It has been selected as one of China's 500 Most Valuable Brands for many consecutive years and has now become China's high-end real estate supporting solution service provider, high-quality supplier of centralized engineering procurement, and the preferred brand for home decoration designers. In the ceramic industry with many brands, how does General Ceramics achieve such high praise? Please read on.
The brand has great love
Charity never stops
Dajiang Ceramics is an enterprise that always remembers to give back to society and assume responsibility. Over the years, it has done many charity events in a low-key style and integrated charity into the development blood of the brand. On March 4, General Dajun Ceramics held a live broadcast of a large-scale nationwide charity sale titled "Love General, I will take the lead in fighting the epidemic". 2,102 caring users participated in charity donations through the live broadcast platform; after the live broadcast, Dajun Ceramics Donate special funds toZhejiang Xinhua Love Foundation is used for related construction on the front line of the epidemic. In order to provide a platform for all those who care about and support General Dajun to contribute to epidemic prevention and control, General Ceramics has carefully made various preliminary preparations and organized the entire process for this charity action, and it has become a model for the industry in donating to the epidemic. .
Prevent epidemic while actively resuming production
Rebuilding the benchmark above the trend
At the beginning of this year, when the domestic epidemic situation was basically stable, General Ceramics responded to the call, while focusing on epidemic prevention and control to ensure the health and safety of its employees, it also actively deployed to prepare for the full resumption of production. On the morning of March 15, the General Ceramics Production Base officially resumed production; it is worth mentioning that its Zhaoqing production base actively responded to the government's call and completed the "coal-to-gas" and various environmental protection equipment upgrades, becoming a major player in the industry. A model of green production in the park.
On May 29, 2020, Jiangjun Enterprise reached a strategic cooperation with the famous ceramic machine supplier Modena to jointly build the first double-layer kiln slate production line in China. The Jiangjun slate production line is also equipped with industry-leading equipment such as large-tonnage roller presses, inkjet machines, and glaze spray cabinets imported from Italy to create industry-standard slate products based on the "slate" outlet. It is reported that the Jiangjun slate line has been successfully put into operation and produced bricks on May 18.
Innovative marketing model
Practical action empowerment terminal
▲Liu Xiaolei, General Manager of Marketing of General Ceramics, was interviewed by a reporter from China Ceramics Network
A sudden "epidemic" in 2020 has made "live streaming" a must-do for brands in the ceramic industrymarketing dynamics. It’s a pity that most brands have followed the trend of “live broadcasting”, but in the end they died out because the self-interest outweighed the actual results; but General Ceramics is different. They have truly applied “live broadcasting” to the brand, which must be inseparable from marketing. Model exploration and innovation. According to Liu Xiaolei, General Manager of Marketing of Dajun Ceramics, Dajun had actually started trying “live streaming” as early as December 24, 2019; until June 12, 2020, the seven-day “6.18, 1 yuan factory robbery” event Jiangjun’s national online live broadcast was held at the General Ceramics Global Marketing Center, with a total of 1.68 million online views, 560,000 interactive likes, and a total of 12,398 orders signed.
In terms of empowering terminal agents, General Ceramics never talks empty words, and regards terminal training, channel support, market development, etc. as the focus of the brand's annual strategy. After the official inauguration of General Business School in June 2019, General Ceramics created an overall empowerment deployment and held training camps at agent stores many times to assist terminal sales staff in achieving performance growth in the face of changes in the market environment. During the epidemic, the General Ceramics Online Business School was successfully upgraded and launched, and worked with third-party authoritative institutions to build a complete system learning model to provide effective training for terminals remotely. So far, the first phase (April 20-24) and the second phase (May 26-June 4) of the General Ceramics Online Business School training camp have come to a perfect conclusion, and the students have also benefited a lot.
As the saying goes: If a worker wants to do his job well, he must first sharpen his tools. With the fission of terminal market channels, competition in the home building materials market has become increasingly fierce. While other brands are still confused, General Ceramics has been focusing on deeply exploring potential markets. At the same time, it has strengthened channel development and management and control to help agents support and cultivate channels. On May 27, 2020, the [5th China Decoration Craftsman Skills Competition and General Ceramics’ first “China Good Craftsman” national audition event] was held at the General Ceramics Marketing Headquarters, representing General Ceramics’ occupation in the foreman channel. The commanding heights will also be one of the key points of General Ceramics’ decisive final strategy.
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The journey in 2020 is destined to become an extraordinary "hero"The brand, General Ceramics, was crowned with glory at this time, and it was the jersey given to it by the organizer. No matter whether there are opportunities or challenges on the road ahead, I wish General Ceramics will not be afraid of difficulties and move towards a higher journey!
