2018 was an unprecedented cold winter for the ceramic industry, but it is generally believed that 2019 will be even more difficult . Facing unknown challenges, ceramic companies not only did not shrink back, but became even more motivated. It can be said that they took frequent actions and had many highlights.
The first quarter of 2019 has ended. Zhongtaojun took stock of Tao during this period. The company’s highlights aremainly focused on talent recruitment, new product launches, exhibition marketing, brand upgrades, and designer channel development.
01
Publish recruitment information
Channel fission has spawned more emerging operational positions
The demand for talent reserves and talent flow are more obvious
Representative enterprises: major ceramic enterprises
Since the start of construction, ceramic companies have reported that it is difficult to recruit people. Recruitment information from various ceramic companies has been continuously posted on the WeChat platform of China Ceramics Network , positions such as sales development clerks, copywriting planners, online promotion supervisors, graphic designers, technicians, brand planning supervisors, terminal trainers, and integrated channel business are all in high demand.
02
New product release
Accelerate the upgrading of product series
Enhance the core competitiveness of the enterprise
Representative: KITO Jin Yitao< /p>
KITO Jinyitao 2The 019 New Year Media Meeting and the Second Quality Life Festival were launched. While Jinyitao is strengthening classic antiques and modern antiques, it is also constantly increasing the research and development of products that adapt to the market. The Life Festival showcased Jinyitao’s main products in 2019. Three major products: Jinyitao's healthy bricks, thick crystal diamond slabs and all-ceramic customization.
03
Exhibition Focus
Ceramic companies bring new products to major home and building materials exhibitions< /strong>
Multiple brands competing on the same stage
Increase brand awareness and influence< /p>
Representatives: major participating ceramic companies
March 6On the 19th, the 19th China Xiamen International Stone Exhibition (hereinafter referred to as the "Xiamen Stone Exhibition") was grandly held at the Xiamen International Convention and Exhibition Center. , Damiya Tile, Hengzuo Home Furnishing, White Rabbit Ceramics, Weige Quartz Stone and many other companies participated in the exhibition;
China Construction Expo jointly organized by China Foreign Trade Guangzhou Exhibition Corporation and Red Star Macalline from March 26th to 28th It was grandly held at the Shanghai International Convention and Exhibition Center. Shunhui, Bode, Mati, Owen Lai, Guanzhu, Xinzhongyuan, ICC, etc. are all active on the construction expo stage;
Next, Foshan Ceramics Expo, China Ceramics Equipment and Materials Exhibition CICEE, Guangzhou Industrial Exhibition, and Guangzhou Construction Expo will be held at your doorstep. In addition to major exhibitions in the industry, major ceramic companies have already entered the exhibition preparation stage.
04
Brand upgrade
Promoting brand upgrade has become one of the important means for ceramic enterprises to cope with new market challenges
Representative: Lijia Ceramics
" On the same day, the brand new headquarters exhibition hall "Jimei Yishujia" was launched, floor-to-ceiling terminal installation standards, signing of contracts with CCTV, and opening up designer channels... A series of actions show the determination and strength of Li Home Ceramics to comprehensively promote brand upgrades.
05
Designer channels continue to develop< /p>
Designer activities are full of variety
Conquering designer channels has become one of the key tasks of many ceramic companies
Representatives: Owen Lai, Gold Medal Asia, Inno
On March 20, Owen Lai Modern Power - 2019 World Design Summit will host 2000+ super large-scale and luxurious guest lineup Ma Yansong + Kurokawa Masaru’s shocking and high-end stage art effects shocked the ceramic circle. Liang Xueqing, general manager of the Owen Lai Brand Management Center, proposed that 1,000 Owen Lai “Modern Power” design activities will be held in cities across the country in 2019;
In 2019, Gold Medal Asia's "Great Beauty·China" event linked Foshan-Luzhou-Xi'an-Zhengzhou-Kunming-Wenzhou-Hangzhou - Designers from Taiwan and other cities conduct a promotional tour, with the first stop in Foshan starting on March 18. It is reported that the seven major cities promoted by "Great Beauty·China" are all cities with Chinese characteristics and cultural heritage, exploring the most desirable lifestyles and bringing the beauty of Chinese design to thousands of households;
2019 Inno 】There are five seasons of the program. Each season will invite a well-known interior design master to serve as the "Naughty Home Convener", calling together one of his artist friends and eight Inno Experience Officers, in Hong Kong, Taiwan, Beijing, Shenzhen, and Taizhou. In the city, five aesthetic experiences and learning exchanges will be held. Together, everyone can see the world from the shoulders of big names.
Compared with the endless actions of various ceramic companies, the remarks about the future development of the industry are insignificant. Call it turbulent.
Bao Jiejun, chairman of Oceano Ceramics, mentioned in "Four Major Changes in the Development of the Ceramic Ceramics Industry in the Future"that the growth of market demand has stagnated and the Chinese labor market Costs are rising, labor shortages are occurring, and mainstream consumer groups are changing between generations. This is the future development trend of China's ceramic tile industry.
Zhang Nianchao, Managing Director of Tongli Marble Ceramics, in "The Second Half of the Building Ceramics Industry: From Sales-led to Market-driven" As mentioned in an article, the market experienced twists and turns in 2018, and there will be more uncertainties in 2019. Whether the market will be good or bad in 2019 has become difficult to determine.
An article about cutting off the marketing department some time ago sparked heated discussions. It makes some people in the industry feel uneasy and confused.
When Zhongtaojun recently visited companies, he learned that the marketing departments of many companies have positioned themselves It’s not clear. Should we use customer thinking or user thinking to carry out market-related layout?
Many companies in the industry are pushing big slabs and rock slabs. Are other companies blindly following suit? The bigger the better, the end consumers Has the response to the large-format product lived up to the hype?
Designer channels have become an effective bridge between consumers and brands, but what are the conditions for designer activities to be successful? How to establish effective contact with designers?
In the future, the concentration of brands in the ceramic tile industry will become higher and higher. Is it a new way to go towards the overall home furnishing? Can the home furnishing of ceramic tiles expand the market capacity of ceramic tiles?
Functional tiles are emerging. Are functional tiles such as heating tiles, negative ion tiles, energy tiles, and anti-slip tiles a new outlet?
According to the future development direction of the industry, how should the overall home furnishing be effectively entered? What is the reasonable layout of the proportion of each channel in the self-contained retail project?
Faced with the above questions, how can brand companies seek breakthroughs? How to cope with the rapidly changing market situation in 2019?
The transformation and upgrading of China's ceramic industry, which direction will China's ceramic tile industry take in the future? What is the development trend of China is a topic that requires us to seriously think and explore.
April 11
The 9th China Real Estate and Pan-Home Industry Cross-border Summit
And the 2019 China Building and Sanitary Ceramics "Top Ten" Brand List Awards Ceremony
Invited three heavyweight guests to give keynote speeches
Perhaps the spark of wisdom of the three guests
will clear up the clouds and illuminate the confused market, lighting a bright light.
Zhao Xijun:
“Analysis of Macroeconomic Situation Trends in 2019" Keynote Speech
Since 1987, Professor Zhao Xijun has published 4 monographs and is the chief editor. He has translated and translated more than 30 textbooks and published more than 70 academic papers in various domestic and foreign journals. He has also participated in writing and presiding over scientific research reports for the People's Bank of China, the China Securities Regulatory Commission, the State Administration of Foreign Exchange, the Ministry of Commerce and other government and financial institutions. And participated in more than ten scientific research projects, several of which won awards from the China Institute of Financial Research, the People's Bank of China and the Ministry of Commerce. Professor Zhao Xijun is currently a member of a number of financial academic institutions. He is widely invited to participate in various academic forums, conferences and seminars in Europe, the United States, Japan, South Korea, Russia and other countries and regions. He also participated in the 2009 "Dalian" as a specially invited media expert. Davos Forum”.
Wen Jun:
Keynote speech on "How brands respond to the fission of terminal channels"
Huanai Home is a retail service for ceramic tiles and bathroom products in China The company is affiliated to Huanai Home Furnishing Group, a China home furnishing and building materials retail service group. Its business covers more than 60 sales areas in 12 provinces and cities including Beijing, Shanghai, Tianjin, Guangzhou, and Hebei, and has developed more than 800 chain stores. It operates many well-known domestic tile and sanitary ware brands: Marco Polo and Mona Lisa tiles, Wrigley and Faenza sanitary ware, etc.
Han Jufeng:
Keynote speech on "How Designer Groups Empower Enterprise Growth"
【Education Background】
Graduated from the Academy of Fine Arts, Tsinghua University
Italian ancient building protection and restoration training Center for Learning
Graduated from the Central Academy of Arts and Crafts Department of Environmental Art: Learned from the famous design educator Chang Shana, the master of Chinese interior design research Mr. Chen Zengbi, the founder of Chinese environmental art design Mr. Zhang Juman, Professor Zheng Shuyang, etc.
The second great Enlightenment thought that appeared in European history led the Enlightenment Movement
The 9th China Real Estate and Pan-Home Industry Cross-border Summit
will explore and navigate the 2019 ceramic market
The confrontation of ideas is about to break out
