When it comes to which brands in the ceramic industry have seen the most eye-catching changes in recent years, Shunhui Ceramics must be an existence that cannot be bypassed.
Before the second half of 2017, people's impressions of Shunhui Ceramics were mostly pragmatic and low-key, such as "excellent product quality" and "hidden champion".
After the second half of 2017, the impression given by Shunhui Ceramics has obviously changed: first, the brand logo and the headquarters exhibition hall were upgraded. The new brand logo, which means the combination of east and west and the harmony of yin and yang, was spliced into 429 pieces of 900×1800㎜ thin plates. , the new headquarters exhibition hall with a landscape painting on the facade, which means smooth sailing, has stunned the eyes of ceramic people; and the brand promotion has been upgraded. In May 2018, film and television superstar Li Bingbing was signed as the brand image spokesperson, which caused a sensation in the ceramic industry...
Since then, Shunhui Ceramics has opened a new era of development, developing steadily and even growing against the trend in the deteriorating industry environment.
Why does such a change bring about such results? Recently, a reporter from China Ceramics Network went to Shunhui Ceramics to interview its marketing director Zheng Jian to find out the answer behind it.
☞ Promote publicity and enhance brand influence
Zheng Jian told reporters that when the ceramic industry fell into a cold winter, most ceramic companies chose to reduce their brand promotion funds, but Shunhui Ceramics did the opposite and spared no expense to create a brand promotion matrix composed of six major sections.
The first is the top echelon, that is, signed brand ambassadors. In May 2018, Shunhui Ceramics signed a contract with film and television superstar Li Bingbing as its brand image spokesperson. In May this year, it renewed its contract with Li Bingbing again.
The second is the top echelon, that is, advertising on the Central Radio and Television Station. Shunhui Ceramics has placed CCTV advertisements for three consecutive years and "Voice of China" radio advertisements for four consecutive years.
The third is the portal website. Shunhui Ceramics has carried out in-depth cooperation with portal websites such as CCTV, Pacific Home Network, Sina, Tencent, Baidu, and China Ceramics Network.
The fourth is the video platform. Shunhui Ceramics has opened Douyin, Taobao, and JD.com live streaming platforms.
The fifth is outdoor advertising. Shunhui Ceramics continues to place advertisements on high-speed rail, airports, anti-aircraft guns, buses and elevators.
Sixth is the self-media platform. Shunhui Ceramics uses WeChat public accounts, service accounts, Weibo, Taobao, JD.com and other self-media platforms to continue to create high-quality original content and speak for the brand.
☞ Create IP and enhance brand marketing power
Zheng Jian told reporters that as the homogeneity of products in the ceramic industry becomes increasingly serious, it is increasingly becoming the consensus of ceramic companies to achieve brand differentiation and enhance brand marketing power by shaping IP. Shunhui Ceramics has keenly seen this and has gone On the road to building brand IP.
As mentioned above, Shunhui Ceramics hired experts to design a new brand logo, invested heavily in renovating the headquarters exhibition hall from the inside out, and renovated it partially again many times to make people feel that it is unique. Li Bingbing signed Li Bingbing as the brand image spokesperson, and based on this, launched a series of heavy publicity campaigns including CCTV, high-speed rail, etc., especially the novel actions of cross-border e-sports and "contracting" bus stations all over Foshan to express love to Li Bingbing. We have seen its efforts in rejuvenating the brand.
Until the outbreak of the COVID-19 epidemic in 2020, Shunhui Ceramics has reached new heights on the road of marketing exploration.
The first is to create the "Shunju Festival" 516 Super Brand Day. Through Li Bingbing’s voice in the early stage of the event, the “Shun” series of videos and posters, the online and offline attraction of the mascot “Shunbao” cultural and creative peripheral gifts, and the online detonation of the live broadcast on May 16, the first “Shun” The total daily exposure of the 516 super brands of "Shunju Festival" reached 60 million+, setting off a strong "Shunju trend" in the ceramic industry, vividly conveying to consumers the life philosophy of Shunhui Ceramics "I want to settle down smoothly".
The second step is to launch the "Shunhui Charity Lecture Hall". The course content of "Shunhui Public Welfare Lecture Hall" covers all aspects of Chinese studies, education, emotion, home decoration, design, Feng Shui, soft decoration, channels, products, marketing, etc. The audience is positioned on Shunhui Ceramics Douyin Account It has ordinary fans and fans who are practitioners in the home furnishing industry. Its purpose is to vigorously spread home furnishing knowledge, promote traditional culture, and use public welfare to promote brand promotion. It has achieved good response since the lecture began.
☞ Innovate products and expand brand hard power
Zheng Jian said frankly that for ceramic companies, the most basic and important job is to make good products. Only by insisting on innovative products can we continue to expand the hard power of the brand.
"Follow the most basic law of enterprise development, 'product is king'", "Whether it is seeking development or resisting risks, product quality is the hard power of the brand." This is what Peng Changhua, general manager of Shunhui Ceramics, told Pacific Home Network in May. Views expressed during the interview.
While enhancing brand influence and creating brand IP, Shunhui Ceramics adheres to the consistent craftsmanship of demanding quality and focuses more on products. Following the launch of star products that attracted much attention in the industry in 2018 "After "Picture Stone", Shunhui Ceramics launched four product series again this year: 400×1200 mm "Natural Dance" series, 800×2600×6mm background wall series, 800×2600×15mm small rock slab series and 900×1800mm "Large "Beauty World" large board series.
400×1200 mm "Natural Dance" series adopts a unique production process, which is very textured and different from conventional products on the market. Two pieces can reach the top, reducing gaps. It is quite beautiful and more practical. It is a carefully original product of Shunhui Ceramics and has applied for a national patent.
800×2600×6mm background wall series, including 3 sets of connected products, which are very suitable for background walls on the market. This product can reach the top in one piece, is continuous and seamless, has a high-end decorative effect, and is easy to handle and construct.
800×2600×15mm small rock slab series is a product with great market prospects. It is mainly used for cabinet countertops and is not easy to be damaged. , and the price/performance ratio is very high.
900×1800mm "Great Beauty World" large panel series, including 12 products, one of which can achieve unlimited connection in all directions The decorative effect is high-end and classy.
These four series of products reflect the high level of the industry in terms of surface texture and production technology, and are currently the unique representative products of Shunhui Ceramics.
Through publicity and building IP and innovative products, and a series of innovative and pragmatic actions, Shunhui Ceramics has successfully transformed, and its popularity and influence have been greatly enhanced. The brand image of "Quality Expert, Life Winner" has gradually become deeply rooted in the hearts of the people, and has won the support of more and more consumers. recognized.
Because of this, Shunhui Ceramics did not panic at all when facing the sudden epidemic in 2020. Instead, it strengthened its confidence and belief, worked hand in hand with dealers to overcome the difficulties, and responded to policies and policies at the first time. Provide them with all-round assistance in terms of products, training and online marketing including live broadcasts, guide them to actively explore new channels such as engineering and home decoration, sign contracts with more than 20 of the top 100 real estate companies, and cooperate with home decoration giants Golden Mantis and Weishang , Zhiai Zhijia reached an in-depth cooperative relationship.
It is precisely because of this that Shunhui Ceramics' performance has remained stable despite the sharp deterioration of the market situation during the epidemic, and even achieved growth against the trend in April and May.
Currently, Shunhui Ceramics is participating in the selection of the "Top Ten Ceramics Brands" in the comprehensive list of "China's Top Ten Building and Sanitary Ceramics Brands in 2020". In the intense online voting that lasted for 27 days, Shunhui Ceramics received 29,494 votes. The selection results of the "2020 Top Ten Chinese Architectural and Sanitary Ceramics Brands List" will be announced on June 18. Whether Shunhui Ceramics can take the top spot, let us look forward to the arrival of China Ceramics Network's "618 Ceramics Brand Day" and work together for Shunhui Ceramics. Hui Tile is calling!
2020 Ceramic Brand Tour Shunhui Tiles
