This is Generation Z.
A while ago, the "H&M Xinjiang Cotton Incident" caused an uproar in China, setting off a huge storm of public opinion. As soon as the statements from brands such as H&M were issued, a series of campaigns to boycott these brands were immediately triggered. This is the new consumer market led by today's Generation Z consumers. They are not only instinctively patriotic, but also have unprecedented national self-confidence, confidence in domestic products, and pride in national strength.
The national trend attached to the rise of Generation Z has activated Chinese traditional culture. In fact, Chinese culture has very rich materials and nutrients. For example, Mulan was taken by Disney, Sun Wukong became the new hero of the Marvel universe, the Palace Museum launched makeup products, etc. It is precisely because of this that domestic brands that want to enhance their brands, expand their markets, and reshape their brand vitality have been activated. An increasing number of brands based on Chinese traditional culture not only satisfy young consumers’ pursuit of fashion and individuality, but also naturally bring traditional culture back into people’s lives.
In the building ceramics industry, Shunhui Ceramics·Stone slabs rely on new cultural creation and dig deep into traditional culture , combining products with culture, constantly breaking the "ceiling" of inheriting Chinese-style products in the industry, and presenting a unique Chinese-style charm that inherits the past and embraces the present with touching design, materials, textures and expressions.
Palmstone, ink painting... every time Shunhui introduces something new, it touches people's hearts with its cultural heritage, design, national soul, touch and story.
First, let’s analyze the concepts that are easily confused.
National trend: derived from national brands (independent original brands belonging to China) and domestic products (products and services made in China), and comply with the following three elements.
(1) With Chinese characteristics - incorporating Chinese elements (derived from Chinese culture or unique Chinese technology);
(2) In line with the cutting-edge aesthetic and technological trends of the times - rooted in China and reaching the world;
(3) Show China’s self-confidence – a new business card to enhance China’s image.
Annual iteration of "Wen Ting·Guo Feng" new product
Redefining the beauty of domestic products
Recently, with the fifth "Taking the opportunity of "National Brand Day", Shunhui made two big moves: First, adhering to the attitude of always being loyal to itself, tracing back the classics of national style, and once again launching a new product "Wen Ting·Guo Feng" to reinterpret Chinese tradition. and trends; secondly, abandon the marketing strategy of traditional home building materials brands, directly address the needs and pain points of Generation Z through celebrity support, Weibo topics, Douyin challenges, series of short videos, etc., and launch the "Shunhui 516 Super Brand Day" "National Linkage" marketing campaign.
Shunhui found that in the context of consumption upgrading, home decoration users’ demand for products has expanded from single practicality to multiple personalization and experience. More users are willing to provide services for home decoration design, product details, and product experience. Pay the bill; on the other hand, in the wave of increasingly fragmented information dissemination, more interesting and interactive ways to obtain information on ceramic tile products can win the favor of consumers.
Based on these insights, the "Shunhui 516 Super Brand Day National Linkage" not only effectively promoted product sales, while enhancing consumer experience, it also effectively helped dealers attract customers and improve the brand's popularity among consumers. and reputation, and make the brand image more three-dimensional by building a full-chain product functional system.
There are no forever young brands, only forever young consumers. In Shunhui's view, if a brand wants to get out of the circle, marketing needs exposure, and it also needs to return to products and consumers, because product strength is the brand's core competitiveness. Since its establishment, Shunhui has focused mainly on original product design. "Starting from culture and being loyal to originality" is currently Shunhui's best interpretation of the "national trend" products it develops.
From nature, absorb nature.
The surface of the "Wen Ting·Guo Feng" series has a 3D abrasive surface, natural texture, and a zero-repetition "harmonious wisdom pattern". The forged bright crystal surface/3D matte surface creates a "double-sided" beauty. When you touch it gently with your hand, you can immediately feel the quiet warmth of the years.
In summary, "Wen Ting·Guo Feng" was born to inspire the Chinese generation Z who loves life.
In other words, Shunhui gives it cultural connotation through original IP symbols. With original national beauty, using 6 kinds of high-luxury new craftsmanship, launching 19 new products in 3 major specifications, and resonating with the cultural feelings of the Chinese people towards gardens, we create a new residence with national style that is more suitable for modern people to live in. Just like Lin YuAs Tang said, "There is a garden in the house, a house in the garden, a courtyard in the house, a tree in the courtyard, the sky can be seen from the tree, and there is reading in the sky. How wonderful it is." Let the beautiful recognition brought by original products be the first It is imprinted in the mind at a glance, creating a brand core competitiveness that is difficult for outsiders to imitate.
"New Cultural Creativity" promotes brand rejuvenation
Create a national fashion brand that understands "young people"
Shunhui was founded in 1998 and has a long-established high-quality product foundation and rich cultural heritage. However, in this new era of consumption, in order to continue to rejuvenate the brand and capture the minds of more new young consumer groups, in 2019, Shunhui relied on the star effect, which has huge traffic and communication power, and officially invited film and television superstar Li Bingbing to serve as the brand Image spokesperson, officially starting the road to rejuvenation.
Shunhui's choice of Li Bingbing is both discerning and a perfect fit. After all, Li Bingbing is known as the "International Li" with a face of oriental beauty. She is the best representative of Chinese style and oriental beauty and has an international fashion aura. Since Shunhui launched Chinese style, Li Bingbing has become an important part of its brand development strategy. On May 16, Li Bingbing attended the "Shunhui 516 Super Brand Day and New Product Launch" as the spokesperson of Shunhui, which can be said to complement each other.
Only with spiritual unity can strong alliances be achieved. In Shunhui's view, there may be many activities where celebrities help promote products as traffic carriers. However, there are very few cases where celebrities' characteristics and product selling points can be integrated. The reason why celebrities' own traffic can be converted well is because the partners' products are highly consistent with the celebrities' personality characteristics, spirit and other aspects. Many Generation Z remember Shunhui because of Li Bingbing, so when purchasing ceramic tiles, they are more inclined to choose products with a high reputation. Only by choosing the right partner can you maximize the effectiveness of traffic and deepen the emotional connection between the brand, the celebrity and the audience.
The national trend is sweeping the entire consumer market with Chinese charm, and the prospects are promising. Ceramic products are products of culture and aesthetics, as well as products of the times, and develop with the times; therefore Shunhui does not set boundaries for itself, but expands thinking and completes integration. Because integration is also a process of re-creation.
"Everything changes without departing from its origins." The fundamental purpose of a brand is to serve consumers, so it is necessary to integrate cultural products from different periods and conform to the lifestyles and usage scenarios of modern consumers; at the same time, it must also be service-oriented and responsive, meet the connotative purpose and differentiated needs of consumers; convey the concept of brand roots into the hearts of consumers.
The "national tide" is not only a tide of domestic products, but also a tide of national power and national destiny. Shunhui's large-scale "gluttonous feast" is supported by three very important elements: one is national culture, the other is domestic brands, and the most important thing is the power of youth. Because patriotism is a passionate battle !
