On the afternoon of December 27, under the guidance of the Foshan Ceramic Society and hosted and hosted by the China Ceramics Network, the slate industry development strategy summit and the second session with the theme of "One Rock and Nine Tripods" were held. The 2016 "Golden Rock Award" award ceremony was held grandly at the Ceramic Theater of China Ceramics Headquarters in Nanzhuang, Foshan.
▲The event
The guests attending this event are:
Executive Chairman of Foshan Ceramic Society Xu Ping
Vice Chairman of Foshan Ceramic Society Huang Huining
Secretary-General of Foshan Ceramic Society Huang Bin
Ouyang Tiansheng, visiting professor at Jingdezhen Ceramics University and chairman of China Ceramics Network
Foshan Sendi Building Materials Co., Ltd. Founder and Managing Director Chen Xiaodong
Han Feng, founder of Guiren Help Strategic Marketing Consulting
Chief Editor of NetEase Home News Center Zheng Zhe
Dajiaolu founder Nan Shunzhi
KIMS Rock Slab General Manager Li Xiaogang
General Manager of General Ceramics Brand Liu Xiaolei
Deng Shaoqing, General Manager of Ouwenlai Slate Business Department
Founder of Haoxuequan Media Zheng Shousheng
……
The venue was full of distinguished guests, including leaders of the society, strategic marketing experts in the pan-home furnishing field, big names in the slate field, elites in the ceramic industry, representatives of outstanding ceramic brands, as well as NetEase Home, Sina Home, Sohu Focus Home, Tencent Home, and Ceramic Information Representatives from media such as , Taocheng News, Ceramic Information, and Huaxia Ceramics Network gathered together to witness an annual event that promotes the high-quality development of the slate industry.
01 Value enhancement, empowering slate brands
In 2021, the "Golden Rock Award" selection will be held for the second time. The award is titled "With the purpose of "finding and commending benchmark brands of slate and empowering the development of slate brands and the ceramic industry", we rely on the core advantages of the organizer China Ceramics Network, such as its high weight, large traffic and Baidu's authoritative news source website, to create a palace-level professional slate award. As the goal, help the development of slate brands.
Xu Ping praised in his speech that in the era of brand economy, China Ceramics Network, as a media and portal network, has recognized the importance of brands very early and has taken practical actions to create and hold the "Top Ten Brands of Building and Sanitary Ceramics" The banner of ceramic brand building has been raised. Based on the success of the "Top Ten Brands of Architectural Sanitary Ceramics", China Ceramics Network followed the trend of the rise of slate and created the "Golden Rock Award", the first professional slate award in the building ceramics industry. At the same time, it also launched the "China Ceramics" Rock slab projects such as "Stone Slab Industry Research Institute" have built a platform for learning, communication, interaction and cooperation in the slab industry with solid work.
As the guiding unit of this event, Foshan Ceramic Society hopes that China Ceramics Network will take advantage of its accumulated heritage and network communication advantages over the years to build the "Golden Rock Award" into a stone slab, architectural The "Golden Eagle Award" in the field of sanitary ceramics and even the general home furnishing field will also use the platform built by the "Golden Rock Award" to better serve the majority of ceramic companies and the entire industry.
Ouyang Tiansheng said in his speech that in the past two years, China's rock slab industry has experienced a crazy surge in production lines, rock slab warehouse explosions and vicious low-price competition, and has gradually returned to rationality. Under this situation, slate brands should promptly withdraw from the quagmire of low-price competition and focus on brand building based on good products. The "14th Five-Year Plan" outline clearly states that "carrying out Chinese brand creation actions" and "enhancing the influence and competitiveness of independent brands". Stone slab brands should assess the situation. In the industry, companies are still competing for production and price, and brand building is almost blank. Make a strategic layout at the initial stage, let the brand take the lead and turn it into actual actions, and seize the dividends of people's hearts as quickly as possible.
He said that based on this background, China Ceramics Network took the initiative to assume the responsibility of empowering the development of slate brands and ceramics industry, not forgetting its original intention, keeping its mission in mind, and relying on its 19 years of far-reaching influence and strong advantages of high weight , contributing to enhancing the value of the slate brand.
02 Collision of ideas, focusing on industry development
Since June this year, the development of rock slabs has encountered extremely unfavorable situations such as liquidation and vicious price wars, and has quickly fallen into a trough. How to break through the slate? Is it feasible for ceramic companies to cross-border customized home furnishings with slate slabs? Chen Xiaodong and Han Feng opened up new ideas for the development of the stone slab industry with wonderful keynote speeches.
Chen Xiaodong took "Exploring Slate Branding" as the theme of his speech. Combining his many years of design, R&D and brand management experience, he carefully studied the success of well-known foreign slate brands. The essence of the slate market and the operation system of slate branding were analyzed. He believes that building a brand is "running a marathon", not a "sprint" and "luck", and it is necessary to find a suitable "rhythm". When building a slate brand, you need to think about how to resonate and attract consumers in the new era. The simplest way for rock slabs to break through is to benchmark stone benchmark companies and build products and operation systems according to the logic of natural stone.
Han Feng, a strategic marketing expert known as the "living marketing fossil" in the field of home building materials, predicted in a speech themed "Looking at the future life and death of rock slab customization from the perspective of the whole house customization industry" that in the next 10 years, China's customized home furnishing will The industry will present a market pattern of "a hundred flowers blooming under the big tree", including mass first-line customization brands represented by Oppein, Sophia, and Shangpin Home Delivery. Slate, stainless steel, balcony, etc. will evolve into segmented customization brands.
He pointed out that slate companies should avoid four "Achilles heel" when entering the customized home furnishing industry across borders. One is insufficient understanding of the industry, the other is distorted brand values, and the third is The original resources cannot be expanded, and the fourth is to copy the process of the customization industry.
After going from a high moment to a trough quickly, "What's the next step for Yanban?". In the roundtable forum, host Zheng Zhe and five guests, Nan Shunzhi, Li Xiaogang, Liu Xiaolei, Deng Shaoqing, and Zheng Shousheng, discussed six topics including the current situation, products, brands, channels, services, and the future of slate.
Faced with the current situation in which rock slabs are in a trough, Nan Shunzhi believes that it is temporary and in line with the development law of new things. Rock slabs still need the industry and enterprises to slowlypromote. So far, rock slabs are still in the material stage and have not yet formed a brand. Brands represent trust and reliability, and consumers are more willing to choose professional brands.
Li Xiaogang pointed out that the entire operation model of slate must be new, and the previous methods of making ceramic tiles cannot be implemented or fully integrated. There is great hope for some emerging slate brands to invest in research and development with a return-to-zero mentality. Slate is a kind of board. No matter which channel it is, it requires comprehensive coordination by designers to present delicious "dishes".
Deng Shaoqing said that after the slate price war this year, all brands are trying to differentiate their products in terms of product technology. Regarding craftsmanship, he believes that the brand should have core competitiveness, and the company's R&D team should be experienced and make its own things; at the same time, choose channels according to the specific conditions of the product and brand, and do not change tracks easily, "stretching your hands too far." You may get nothing in the end.
Liu Xiaolei said that the process design of rock slabs should be considered from the perspective of which type of B-side or C-side the company wants to capture, to meet the needs of the supply chain, such as furniture panels, countertops, etc. Its biggest appeal is actually the inherent quality of deep processing. At this level, the rock slab only needs to meet the corresponding physical properties.
Zheng Shousheng believes that in the future, the services in the slate industry must be fully entrusted services. The slate brands do not have to do it directly. There will definitely be a third party in the future. The job of the manufacturer is to take care of the third party. The three parties have been sorted out.
03 One rock and nine tripods, commending the benchmark in the field
After many industry giants jointly contributed to a wonderful feast of ideas, the event entered a grand commendation session.
The 2nd "Golden Rock Award" organizing committee has set up annual influential slate brands, designer-favorite slate brands, technologically innovative slate brands, home slate leading brands, engineering recommended slate brands, Consumers love slate brands, application and channel innovative slate brands, excellent slate brands for architectural decoration, and excellent slate brands for furniture and bathrooms. Nine awards, including brand influence, technological innovation, design innovation, application innovation, processing and paving/ Screening and evaluation were carried out in six dimensions of installation and channel construction, and through online voting and expert review, 22 slate brands finally won the corresponding awards.
The awards ceremony was held in 9 rounds. Xu Ping, Huang Huining, Huang Bin, and Ouyang Tiansheng respectively took the stage to present awards to the winning rock slab brands in the 2nd "Golden Rock Award" selection.
The most influential slate brand of the year
▲Marco Polo slate, New Pearl slate, Delifeng slate Home Furnishing, KIMS Slate, General Ceramics·Stone Slab
Designers love slate brands
▲Nobel Rock Slab, Huayan Pinzhi Rock Slab, Sen pedicle rock slab
Technologically innovative slate brand
▲The big horned deer is super wear-resistantRock slab, Melchi rock slab
Leading brand of home slate
▲Shunzhi slate, Xinyansu Home < /span>
Recommended rock slab brands for projects
▲Pushmai Slate, Wells Ceramics/Stone Slab< /span>
Consumers love slate brands
▲Oshennuo ceramic tiles, Owen Lai boutique slate
Application and channel innovation slate brand
▲Debos smart home, beautiful ultra-thin slate
Excellent slate brand for architectural decoration
▲Dongpeng Slate, New Henglong Ceramics
Excellent slate brand for furniture and bathroom
▲Ino slate tiles, Wrigley composite light-grained tiles
*The above are in no particular order
Amidst the warm applause to celebrate the awards of 22 slate brands, the slate industry development strategy summit and the 2nd "Golden Rock Award" award ceremony came to a successful conclusion. The event has ended, but the road to branding of rock slabs has just begun, and it is the mission of China Ceramics Network to help brand the slabs. As Ouyang Tiansheng, chairman of China Ceramics Network, often said, China Ceramics Network will adhere to its original intention and rely on the "Top Ten Brands of Architectural and Sanitary Ceramics" and the "Golden Rock Award" to walk with the brand, serve the brand, and help Brand growth.
(Author: Zhong Taojun)
