There is no static enterprise, only an ever-changing market. Potters who are in a difficult situation should be very touched by this sentence.
In the past, China's "big brother in building ceramics", Fo Tao Group, once dominated the world for a long time, accounting for 25% of the country's building ceramics production. However, it later gradually faded away because it could not adapt to the changes in the market. Such a vision is unknown to young pottery builders who are new to the profession.
In recent years, especially since 2020, under the combined influence of multiple factors such as overcapacity, consumption upgrades, increased environmental protection, repeated epidemics, and weak domestic and foreign economies, the reshuffle of the building ceramics industry has continued to intensify, and the Matthew Effect has become increasingly prominent. : Many once-famous ceramic enterprises either stopped moving forward or followed suit, and ultimately failed to keep up with the changes in the market. In the cruel market elimination competition, they lost their former aura, lost their glory, plummeted, or even went out of business; a few powerful ceramic enterprises have both Those who are down-to-earth and enterprising can accurately grasp the changes in the market, achieve both good performance and reputation in the unprecedented fierce competition, and win a place in the leading camp.
In other words, not being conservative or blindly following the trend, adapting to the current situation, innovating and seeking change, are the secrets for ceramic enterprises to survive, develop and grow in the increasingly fierce market elimination competition. To keep up with market changes, ceramic companies must rely on brand upgrading.
The former type of ceramic companies can be said to be everywhere in the construction and ceramics industry. Out of respect for them, I will not name them here; while the latter type of ceramic companies are very rare. If I have to give examples, I believe there are many. People will say one name invariably: Shunhui Tiles.
On June 28, this building ceramics brand, which has been upgraded and renamed "Shunhui Tiles·Stone Slabs" (hereinafter referred to as "Shunhui") in 2020, held a grand ceremony with the theme of "'Ideology'" Unexpectedly, "Sticking into Life", the brand refresh conference, which gathered a large number of core dealers, launched a new brand IP - Shun Xiaoyi, and once again embarked on a new development journey.
01 The dual meaning of a brand IP
The new brand IP Shun Xiaoyi launched by Shunhui is not a castle in the air, let alone water without a source or a tree without roots, but has consistent accumulation and inheritance.
As early as the early days of its establishment, Shunhui, whose brand name contains the word "Shun", has taken "Shun China" as its development vision and is committed to providing high-quality ceramic products for modern living spaces. In the process of development, it has drawn nutrients from China's "Shun Culture" with its long history and profound heritage, and gradually established Shunhui's "Shun Culture" with its own brand characteristics.
As the brand continues to grow, Shunhui's "Shun Culture" has gradually developed from the initially high-level and abstract "Shun China" to the emotional "Smooth life, smooth career, smooth feelings! Shun, Shun, Shun" , then to the specific image of "Create a comfortable living space and start a comfortable life", then to the high and warm "Life needs to be optimistic, I want to settle down smoothly", and finally to today's "Hope" with Shun Xiaoyi as the carrier "You can work hard to live your own life and have a satisfactory ideal home life." It can be said that you have completely regarded yourself as a consumer or user.
A closer look shows that Shunhui's "Shun Culture" has at least two meanings from its beginning as "Shundong China" to its successful incubation of the brand IP Shun Xiaoyi.
First, it fully reflects the underlying logic of the brand that is centered on consumers or users. Shunhui's launch of Shun Xiaoyihua coincides with the view of Qin Shuo, a well-known media person and financial observer, that "the essence of marketing changes is to get closer and closer to consumers." It also coincides with the view of Jiang Nanchun, founder and chairman of Focus Media. The view that "the essence of business is centered on 'benefiting customers and benefiting others'" has the same purpose.
The second is to comply with the trend of brand rejuvenation. The younger mainstream consumer group is forcing brands to pursue youth. Shunhui uses Shun Xiaoyi as a carrier to comply with this trend. It is not only supported by the underlying logic, but also meets the requirements of new media marketing that is interesting, informative and tasteful, which is very beneficial to the brand. spread.
02 Craftsmanship, worry-free delivery
In addition to launching a new brand IP, Shunhui launchedAt the brand refresh conference on the 28th, the "Shunhui Packaging and Posting" service model was once again deeply preached and fully demonstrated.
As early as March 10, Shunhui officially launched this model, becoming one of the few companies in the construction ceramics industry to take a clear stand since 2021, following Jianyi, Dongpeng, Marco Polo, New Pearl, Nobel, and Eagle Brand. Another powerful ceramic tile brand that takes up the banner of delivering finished ceramic tiles.
The so-called "Shunhui package and stickers" is a one-stop package and sticker delivery launched by Shunhui based on user needs and committed to creating new service value for users. Targeting consumers' home decoration pain points, it deeply integrates "products + services" Serve. This model relies on Shunhui service providers (dealers) to implement it. Shunhui service providers provide services such as display, sales, promotion, transportation, warehousing, measuring, design, processing, paving and installation of slate products, and implement "sales" + service” finished product delivery system.
"Shunhui Package Paving" can not only help service providers maximize the profits of large-size ceramic tiles, but also solve the problem of consumers handling and paving large-size ceramic tiles. In a sense, it also solves people's problems in rounding In the process of dreaming of a better house, we encounter a series of pain points that can be called social phenomena, including the purchase and laying of ceramic tiles.
This is also a vivid reflection of Shunhui's underlying logic of the brand that is centered on consumers or users.
03 Strengthen the brand foundation with ingenuity
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 our brands.
While improving brand influence, Shunhui focuses more on products:
Following the launch of the star product "Picture Stone" that attracted much attention in the industry in 2018, the 400×1200 mm "Natural Dance" series, the 800×2600×6mm background wall series, and the 800×2600×15mm Xiaoyan series were launched in 2020. Plate series and 900×1800mm&ld"Great Beauty World" four product series of large slab series; in 2021, the "Wen Ting·Guo Feng" series and the high-end slate series "Dashe Jisi" will be launched one after another to redefine the beauty of domestic products, respectively to create a product more suitable for modern people. The goal is to create a new residence with Chinese style and enhance the value of space.
With strong R&D and production capabilities, Shunhui launched new products such as "Venice" (DDD full-core all-in-one) and skin glaze series at this brand refresh conference, which aroused the enthusiasm of both on-site and online participants. strong interest from service providers.
Shunhui has been able to maintain a steady development trend for so many years, which is inseparable from its ingenuity and the strong product strength achieved by its ingenuity. Craftsmanship and strong product strength have always been Shunhui's solid brand foundation.
At the beginning of its establishment in 1998, Shunhui established the development concept of product quality as its lifeline, and has always insisted on making every tile with the craftsman spirit of excellence and innovation. Just as Peng Changhua, vice president of Shuncheng Group and general manager of Shunhui, said in an interview with the media, "Follow the most basic law of enterprise development, 'product is king'", "Whether it is seeking development or resisting risks, product quality is the key to a brand. strength".
In a word, Shunhui's brand promotion is based on adapting to the times, forging ahead without forgetting the original intention. Before this brand upgrade, Shunhui had already experienced comprehensive upgrades in terms of brand logo, headquarters showroom and brand spokespersons in 2017 and 2018. With each brand upgrade, Shunhui gained from innovation. The inheritance of excellent genes.
Perhaps it is this spirit of adapting to the times, forging ahead without forgetting the original intention, that allows Shunhui to face the reality, survive strongly, and rush forward bravely in the cold winter of every industry...
