In 2021, China's ceramic industry will usher in the explosion of the "rock slab" trend. In this year of turbulent development of rock slabs, some people have boldly entered the game and it is booming, while others are doubtful and hesitant. On April 23, Zhuoyuan Brand closely followed the market trend, boldly entered the market, and successfully held the "Rock Change·Yan Change"-Zhuoyuan Brand National Dealer Conference and Slate and Tile Product Strategic Upgrade Conference, upgrading and laying out a new brand in an all-round way. Product strategy, unswervingly implement the "healthy energy brick" health strategy, and exploratoryly deepen the "comprehensive ceramic tile and slate" development strategy in terms of product performance.
After the meeting, Zhuoyuan Brand held a grand media press conference, inviting more than 20 industry mainstream media such as Tencent Home, China Ceramics Network, Ceramic Information, China Ceramics Home Network, Ceramic World, and Intelligent Manufacturing Alliance to attend the press conference. meeting. Tan Haifa, general manager of Zhuoyuan brand sales, asked what Zhuoyuan slate tiles are? What specifications and thickness will be launched? Can it become a new track in the ceramic industry? Detailed answers to hot issues such as how to use promotion strategies to counter industry peers, brand development directions, product strategies, etc.
The following is the original text of the interview:
01
Nowadays, most companies in the industry are promoting slate. What marketing strategies will Zhuoyuan Brand use to promote slate and ceramic tiles in the future?
Tan Haifa: The Internet is becoming increasingly developed. The younger generation can quickly receive new things. Popular culture can always attract a large number of young people. Music is the best way to express emotions. Once the attitude conveyed by songs coincides with young people, It can easily become a hot item right now.
I believe that at the meeting, everyone saw the theme song "Change" and the theme MV independently created by the Zhuoyuan marketing team and produced by Zhuoyuan Slate Ceramics. This is a song about slate tiles. It is a Chinese-style song linked to home/life/ceramic industry. We will vigorously promote it on high-quality Internet media platforms and terminal stores. The way they like to communicate becomes a button that activates users' emotions, bringing lasting attention to the brand. The volume of voice turns into traffic, and the traffic will further promote sales, ultimately helping the brand achieve the ultimate goal of marketing.
In order to cooperate with the market promotion of brands and products, Zhuoyuan Brand officially joined hands with Wanglian Dynamics at this event to join forces to actively cultivate new e-commerce models, promote the implementation of new media center projects, and establish Internet celebrity live broadcast centers. Live streaming of goods, anchor incubation bases, offline live streaming communities, etc. promote the rapid development of the brand.
The other aspect is terminal image support, we will support the oldThe store has been comprehensively upgraded and renovated, from a single upper wall to a lower floor, to multiple scene applications, breaking the application boundaries, and marching across the border from decorative materials to applied materials. Zhuoyuan slate tiles can be processed with a series of fine processing such as cutting, digging, chamfering, etc., high-end customization, and can be easily controlled in scenes such as building facades, indoor floors, walls, and bathroom spaces, realizing multiple home applications and comprehensively improving the store. image, helping dealers enter the "comprehensive ceramic tile and slate" runway better and faster to achieve a win-win situation.
02
Is there any difference between slate tiles and ordinary ceramic tiles and slates? Please also share your views on slate and ceramic tile products.
Tan Haifa: Zhuoyuan slate ceramic tiles are evolutionary products produced using the raw materials, processes, equipment, firing systems, and quality control standards of slate. They are new technological innovations with the performance of slates that have evolved from the slate process. The material transcends all the physical and chemical properties of ceramic tiles. At the same time, it is harder, flatter and more delicate than ordinary ceramic tiles, more conducive to deep processing, and the color and texture are more gorgeous, realistic and natural!
Zhuoyuan slate tiles have A1 grade fire resistance and high temperature resistance, food grade glaze, UA grade acid and alkali resistance, zero water absorption, super anti-fouling, Mohs hardness of over 6, high hardness, wear resistance, toughness and impact resistance, etc. Many excellent properties.
From a social perspective, it will be a high-end product that solves users' pain points, satisfies the commonality between customers and users, and meets people's growing needs for a better life. At the same time, it is also an important opportunity for brand promotion. Slate and ceramic tiles can definitely give families higher value and profit growth points. The differentiated competitiveness formed by our development ideas and product strategies is the unique market value of the Zhuoyuan brand.
03
Considering the differences between Zhuoyuan slate tiles and ordinary ceramic tiles, how will Zhuoyuan brand help terminal dealers?
Tan Haifa: Making super high-end products of slate and ceramic tiles is not a wholesale business in the traditional sense. It requires customized and differentiated market thinking, and the concept of sales must be transformed into service. In fact, after the implementation of ceramic tiles and slates, the problem of channel integration has basically been solved. Our existing sales channels are the retail channels of dealers. At the same time, we will use a customer-centered flexible production strategy to provide customers with the highest-end and most satisfactory services.
Our brand itself has accumulated many excellent dealers. If they want to open up new channels, such as high-end designers, tooling, complete equipment, etc., we have a complete set of solutions. For slate tiles, what they lack most now is "service". We will carry out terminal training around the performance advantages, channel development, sales skills, processing applications, etc. of slate tiles, and provide training on design, processing, paving, and installation.If they know the service capabilities, they can achieve better cross-border integration of terminals.
04
Is there any conflict between the promotion and sales of Zhuoyuan brand healthy energy bricks and slate tiles?
Tan Haifa: No conflict. From taking "healthy energy bricks" as the company's core product strategy in 2018 to launching the "comprehensive ceramic tile and slate" strategy for the first time in the industry this time, while clarifying the baseline of "height", it also launched a "width" By extension, Zhuoyuan brand will unswervingly implement the "healthy energy brick" health strategy and exploratoryly deepen the "comprehensive ceramic tile and slate" strategy.
Moreover, Zhuoyuan slate tiles inherit the high-quality and super-healthy genes of healthy functional bricks based on the original colors, textures, styles and specifications of healthy functional bricks. While continuing the brand genes, we have carried out new research and development and technology superposition, ushering in a "qualitative" evolution: new materials, new processes, and new properties, so that the slate tiles not only have excellent performance, but also achieve healthy energy in function. Brick standard, also has the effect of antibacterial, antibacterial and air purification.
05
You just said that slate tiles are different from slate tiles and ordinary tiles, so what are the differences between slate tiles and slate slabs in some basic raw materials?
Tan Haifa: Zhuoyuan slate tiles select high-purity raw materials for global slates, including silica, high-white ball soil, high-quality feldspar powder and other inorganic materials. The raw materials are uniform and pure, with fewer impurities, and the green body is white and delicate, achieving comprehensive super High slate performance; using a high-tonnage press for integrated casting and high-temperature firing in an automatic closed intelligent temperature-controlled roller kiln to achieve evolution of slate performance from the inside out; introducing an industry-unique 28-channel inkjet machine , a technological breakthrough with multi-specification nozzles, multi-color inks, and multi-functional inks, integrating inkjet and glaze, realizing the glaze decoration process of multiple combinations of slate tiles, richer colors, more natural hair color, and more delicate flat glazes , the three-dimensional glaze is more realistic and realizes the real rock value of slate tiles.
06
Could you please tell us about the specifications and thickness of Zhuoyuan brand slate tiles that will be launched?
Tan Haifa: The Zhuoyuan brand is based on the positioning needs of full specifications, multiple thicknesses, and full processes. It has invested 160 million real money and silver to comprehensively iterate the production of raw materials, introduce industry-leading 24-channel inkjet machines and other industry-leading equipment, and take the lead in creating full specifications + multiple products. Thick slate tiles top intelligent manufacturing production base. Through the application of raw materials, colors, textures, performance, starlight glaze dry particle polishing, and rock surface cloning technologyWith comprehensive slate tile performance, we can create slate tiles with more flexibility in design, specifications, thickness, and application, and completely evolved slate tiles in performance and quality.
Next, Zhuoyuan brand developed more than 160 new styles and products that detonated the industry, including starlight glaze, digital dry granule, glazed dry granule polishing and other series of products, and pioneered the 900*2000 specification in the industry, and also added 9MM thickness Products are widely used and promoted.
07
At present, how are dealers reacting to Zhuoyuan slate tiles? Could you please talk about the future market trends of slate tiles?
Tan Haifa: In a year when the development of rock slabs has been booming, it is not difficult to see from the keywords of Zhuoyuan Brand’s annual meeting of “Rock Change·Yan Bian” that Zhuoyuan Brand has boldly entered the game.
Just now at the "Sand Tile Product Promotion Forum", I believe that all media friends here have also heard the voices of our excellent terminal dealers. They all believe that slate tiles can exert the product value of winning competitors and gain differentiation. Strengthen the bargaining power of competition, give the terminal a higher value selling point, and create new increments!
Zhuoyuan brand is taking the right path, a road of "comprehensive ceramic tile and slate" suitable for its own operations, fully implementing the slate and tile strategy, all ceramic tile products are slate-based, and creating unique and valuable differentiation of the brand. Maximize your competitive advantage, far surpass your peers, and occupy the market. I am confident about the future market prospects of slate and ceramic tiles, and I am confident that I will lead the team to make strategic market layout and seize the trillion-dollar market.
Zhuoyuan brand is constantly striving for "change", following market trends, iterating products and cross-border channels! In the future, Zhuoyuan Brand will work together with all dealers and families to jointly promote industrial upgrading, make new contributions to the development of the slate and ceramic tile industry, and bring more surprises to the industry.
