[Face-to-face interviews with people in the ceramic industry] Issue 15
Interviewed Guest｜Han Ke, General Manager of Oceano Brand Operation Management Center
Interviewer｜Director of the Editorial Department of China Ceramics Network Zou Sijin
Interview time｜The afternoon of November 24, 2021
Interview location｜Building 1, Oceano, Foshan Creative Industrial Park
Writing｜Liu Sitao
Video shooting｜Yang Xuelian
In September this year, at the 2022Ocean Ceramics brand new strategy release and national dealer summit, Foshan Ousheno Ceramics Ding Tongwen, President of Nuo Ceramics Co., Ltd., proposed that the Oceano brand system has been upgraded from a "high-end ceramic tile customization home" to an "elegant luxury lifestyle home" with technology + aesthetics, and will take the new large tooling platform strategy as the development direction and focus on user experience. , create a new value logic, and ultimately realize the transformation of Oceano from a well-known industry brand to a well-known mass brand. At the same time, Oceano also launched the 2022 Yashe eight new products and large workwear strategy, "A+ space delivery", production and sales regional integration strategy and other marketing actions to enrich the brand product lineup and enhance the brand's core strength.
Oceano’s series of brand upgrade actions have aroused widespread attention and heated discussions in the industry. In this issue of "Ceramic Industry Face to Face", China Ceramics Network invited Han Ke, general manager of the Oceano Brand Operation and Management Center, to have a dialogue around the layout and implementation of the new marketing strategy of the Oceano brand, and discuss the reshuffle and elimination of the building ceramics industry. industry trends.
01
Positioning as "elegant luxury lifestyle home"
Younger brand promotion form
A company is not big without B, and it is not strong without C. Based on brand strategy planning considerations and in-depth insights into the current consumer market, Oceano believes that the ceramic tile market will gradually shift to C-end home improvement retail channels in the future. At the same time, combined with the adjustment of finely decorated housing policies in recent years andAccording to the current situation of the real estate industry, in the future, the main battlefield for construction and ceramics enterprises will shift from the market of new houses that are just in demand to the renovation of old houses and improved houses. This type of consumers has a stronger demand for high-quality products. To this end, the Oceano brand is positioned as a high-end brand, focusing on target user experience and striving to achieve a better and higher-quality living environment.
With the increasing cultural self-confidence of Chinese people, the current national trend culture is gradually becoming popular. Han Ke said that combining the elements of national trends, Oceano has proposed a new brand positioning of "elegant luxury and lifestyle home" to cater to the changing needs of terminal aesthetics and make the brand tone more distinctive.
▲Oshenno’s new national trend
Great beauty is intangible, elegance and luxury are in order. The brand connotation of Oceano is supported by "elegance". Different from the past pursuit of luxury and style, elegance pays more attention to connotation, meaning and culture. With the upgrade of brand positioning, Oceano has closely grasped the market trend and launched eight new series of national fashion products: "Star, Cloud, Fantasy, Land, Water, Wood, Qing and Hua", empowering people from the perspective of diversified space and style matching. Dealers open up more possibilities for terminal marketing to acquire customers.
▲Oshenno’s new national trend
As for the brand marketing and publicity after the upgraded positioning, Han Ke emphasized that in the future, Oceano’s brand publicity will focus on the core of national trend culture, and the content positioning, expression form, and publicity channels will be Being younger makes Oceano present a more high-end and fashionable brand tone.
The current home consumer market is getting younger, and those born after 1995 have become the backbone of home purchase and decoration. The consumption habits of younger generations such as those born after 1995 are to focus on popular social media, pay attention to experience, and like novel and interesting content. Han Ke analyzed that for the younger generation of consumers, videos and pictures are more important than text, and social media channels play a more important role. Mobile phones are the entrance to all traffic, and younger brand promotion is important. Achieve the full-channel implementation of content, segment target groups and make targeted recommendations, express content in a form that young people like today, and output the core of the brand.
"Rejuvenation is to express content in the form that young people like today. For example, pay attention to topics and content that young people are interested in, which anime, celebrities or popular words they like, etc. It is integrated into the brand promotion content, and the promotion should not be roundabout. Use pictures, short videos and other forms to make young people willing to watch and pay attention. In the future, we will focus on brand building and content output, and promote the brand. Transform into a new state ”
02
Launching A+ Space Delivery
Take the initiative in market competition with service
In 2022Oceano Ceramics brand new strategy release and national At the dealer summit, Oceano proposed the A+ space delivery service strategy and is committed to promoting the overall finished product space delivery. Referring to the logic behind launching this strategy, Han Ke said, "Tiles are actually semi-finished products, just like fabrics in the clothing industry. What consumers want is clothes, and we cannot just sell fabrics to consumers; similarly, What consumers want is a space, so what we present to the end customer cannot be just a brick. We hope to go one step further and help customers apply products in their space through the A+ space delivery system.”< /p>
According to reports, Oceano's A+ space delivery system covers pre-sales, sales, and after-sales fully closed-loop services, combined with the new A+ dense seam ceramic tiles and self-developed 0.35mm continuous seam joints. Technology, with the authorized A+ space delivery experience center as the service platform, provides users with an immersive intelligent material selection experience, intelligent cloud design, efficient processing and distribution, as well as authorized professional sealing craftsmen to implement sealing construction and other managed, integrated and worry-free services. services, allowing users to experience a high-quality, worry-free and considerate one-stop shopping experience throughout the process.
Achieving finished product delivery means that terminal dealers must transform into service providers. Han Ke believes that this is a major trend in the industry in the future. "The competition in the building ceramics industry is becoming more and more intense, and the shuffling is intensifying. In fact, it is not only the manufacturers who are shuffled, but also the terminal dealers. In this case, dealers must improve their own service awareness: what we really sell is not just a piece of Instead of bricks, what consumers need is a home space paved with ceramic tiles. Whether we can well solve the intermediate link from bricks to space is crucial when the industry is highly saturated and the information gap is completely flat. At this time, the final key to selling products is service. Only with service can your products be differentiated. If dealers haven’t realized this, they will only be eliminated by the market. ”
▲Smart services in Oceano terminal stores
From selling bricks to selling space, Oceano’s purpose of building an A+ space delivery service system is to help dealers/customers solve room measurement, design, application, paving, construction, etc. Problems in the series of intermediate links to achieve integrated overall space service delivery. "If you want to control pricing and customers, then you have to move forward and grasp the service aspect. Then you can seize the initiative in market competition."
03
Promote A+ spaceDelivery to implementation
Help dealers build overall services
In order to help Oceano’s national service providers promote the implementation of A+ space delivery services and promote the optimization and upgrading of value chains such as products, construction, and services, Oceano has gradually opened the A+ space delivery project terminal promotion work and has won the recognition and support of many dealers.
From October 25th to 27th, the first "in-store assistance" special training camp for the second phase of A+ space delivery project promotion kicked off in Huizhou. Han Ke personally led the team to Huizhou for terminal empowerment, and also invited a number of gold medal lecturers to jointly promote the establishment of an A+ space delivery tight seam service terminal operation system. A total of 35 store managers, shopping guides, Mercure housekeepers, and sealing craftsmen from Huizhou Oceano terminal stores participated in this special training. The special training content included interpretation of A+ space delivery service, Oceano standard construction technology for sealing seams, and Oceano’s standard construction technology. Seamless paving and pasting marketing, etc., and shared and in-depth discussions centered on the five cores of "A+ space delivery" - product quality, construction technology, service standards, supporting auxiliary materials, and publicity and promotion.
Han Ke said that for the promotion and implementation of the A+ space delivery project, Oceano has set up a department to help dealers build overall services. In this empowerment system, team training for terminal stores is crucial. Oceano will organize a team of 4-6 people to go to the dealer store to provide on-site training to store managers, shopping guides, Mercure housekeepers, and sealing craftsmen, etc. to explain the characteristics of A+ space delivery, Oceano sealing paving and other products, and The differences between ordinary products and difficulties in the construction process, etc., will later require the dealer team to lay on-site. In order to ensure that the dealer team is proficient in relevant knowledge and technology, the Oceano empowerment team will finally conduct a unified theoretical examination and practical assessment of dense seam paving. Only the Mercure housekeepers and dense seam craftsmen who pass the assessment can obtain the certification certificate. .
It is worth mentioning that in order to ensure that 100% perfect paving effect is delivered to consumers, Oceano A+ space delivery system has set up the after-sales service of Mercure Butler Personnel are responsible for supervising the paving construction of dense joint craftsmen and controlling the overall paving effect. In addition, in the Oceano A+ space delivery project, material storage, construction site management, etc.A set of construction processes must be implemented in accordance with standards; Oceano will even install cameras on the construction site so that owners can observe the construction progress.
"Oceano A+ space delivery is a complete system. It is not just about laying bricks. It also involves communication with customers, feedback and other aspects. Oceano We hope that through A+ space delivery, we can provide customers with complete services and experience that you are indeed a high-end product.”
▲The application effect of Oceano A+ close seam paving
Han Ke revealed that Oceano’s close-seam products are currently mainly concentrated in specifications above 900×1800mm, and will be expanded to 750×1500mm or even 600×1200mm in the future. At the same time, with the development of Oceano in the field of high-definition rock slabs, Layout, close joint products will also be extended to the field of rock slabs in the future.
04
Capital advantages help brand improvement
The future industry will move towards the "oligarchy era"
In recent years, especially since 2020, due to the influence of various factors, the reshuffle of the building ceramics industry has further intensified, and the market concentration has increased significantly. Gradually shrink. However, as a leading brand in the building ceramics industry, Oceano has bucked the trend under this year's power and production restrictions. The 5G digital smart slate production line project, which it invested heavily in, was officially put into production on November 18. It not only opened Another new milestone in the research and development of high-end slate slabs and intelligent manufacturing has further promoted the quality upgrading and innovative development of the building ceramics industry.
Han Ke believes that in the fierce reshuffle and elimination competition in the construction and ceramics industry, Oceano's biggest advantage lies in its capital advantage. Relying on the capital operation of the parent company Diou Home FurnishingWith operational advantages, Oceano has advantages over waist brands in terms of production costs, supply control, channel construction, and platform promotion. He analyzed that some waist brands do not have strong channels themselves, and some are even positioned as OEMs. In market competition, these waist brands are likely to have their profit margins squeezed by leading brands. When a brand's profit margin decreases, it has no extra funds to invest in brand building or business development. When these waist brands are gradually suppressed, they may suffer from poor management, leading to eventual annexation or withdrawal from the market. The leading companies will become stronger and stronger, and the industry will move towards the "oligarchy era" in the future.
Han Ke predicts that in the future, there will be less than ten leading brands in the building ceramics industry, which will share about 60 to 70% of the market share, and the rest will be some special OEMs. Waist brands, and some small but beautiful businesses. The products of small but beautiful companies have unique features that cannot be copied by other brands, so they have a certain space for survival. The leading brands cover a full range of products from high-end to low-end.
However, due to the product attributes of ceramic tiles and the diversification of their sales channels, it is difficult for consumer-oriented mass brands to emerge in the building ceramics industry. Han Ke said that generally speaking, ceramic tile brands rarely face consumers directly. When consumers need to buy ceramic tiles, most of them go through decoration companies, home decoration companies, designers and even contractors. Because there are too many intermediate links, they will not directly understand the ceramic tile brands; they hope to live in a place where ceramic tiles are laid. It is a "home" space, but not too much attention will be paid to the tiles themselves.
As for the plan to build a consumer brand in the construction and ceramics industry, Han Ke revealed that in the future, Oceano will focus 70% of its brand promotion online and systematically provide consumers with useful knowledge and content. , output the brand core through all channels for target groups.
(Author: Sitao)
