Text/maoran
According to Foshan Ceramics, the trend of the sanitary ceramic series index in April is slightly recovering. The prices of most representative products are affected by production costs and manufacturers’ capital turnover, and the prices have increased... It is predicted that in May, as the weather gradually warms up, pneumonia will The epidemic is gradually under control, and the full resumption of work in all walks of life is just around the corner. The trend of Foshan Ceramics Price Index will also gradually pick up.
According to the terminal intelligence of "Furniture Industry", the May Day Festival is a turning point. Coupled with the stimulus of consumption coupons from local governments, passenger flow has increased significantly... The sales of ceramic tiles and wooden floors are gradually recovering, almost close to the same period last year. 70% to 80%, orders have been increasing week by week since April.
Data is the best proof. As the epidemic prevention and control situation improves, consumer demand will inevitably be gradually released. Although ceramics have always been a product of low attention in the building materials category, according to the terminal market survey of China Ceramics Network from 2018 to 2019, currently the ceramic brands with high consumer awareness in various markets still include Marco Polo, Nobel, Eagle Ceramics, Dongpeng Ceramics, etc. So, in the context of the overall recovery of the building materials and home furnishing market, how do these ceramic brands "welcome the spring"?
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Event name: Brand Day, Loving Family Day
Example brands: Marco Polo ceramic tiles, Xinzhongyuan ceramics, etc.
On May 25, Marco Polo Tile launched the fourth season of "Super Brand Day". This event will last until June 20, covering the whole countryThere are more than 4,500 Marco Polo tile stores in more than 300 cities, giving back to consumers with the greatest discounts (this is the official rhetoric of almost any brand activity, and the following examples will no longer appear). Means such as: Anyone who purchases new products in 2020 with a total price of more than 20,000 yuan can enjoy VVIP service; the first 200 households in the city can enjoy it One-time factory price(as low as 49.9 yuan/piece); the whole house is covered with brand tiles, which can beReceive 6㎡ (kitchen and bathroom tiles); during the event, enter the brand-designated mini program software to win 100 yuan, 620 yuan, or 4999 yuan at fixed timesConsumption coupons, as well as various gifts.
From May 15th to May 24th, Xinzhongyuan Ceramics launched the first "Love Family Festival" in North China. This event covers 15 sites in Henan Province, North China Region of Xinzhongyuan Ceramics. Methods such as: Leaders from the brand headquarters will visit the WeChat group at a fixed time to conduct the manufacturer's "price promotion", offering ultra-low discounts, millions Subsidy and crazy methods to get owners to place orders (Official data shows that there are 1,000 orders and the estimated transaction volume is as high as 20 million); In addition, the entire network is searched through Toutiao, Douyin, WeChat, phone calls, text messages, old customer conversion and other channels to accurately target intended customers (According to official disclosures, site linkage After 9 days of building momentum, the team finally accumulated more than 2,000 customers).
An example of brand No. 1 marble’s “510 Idealist” record
in addition, No. 1 Marble Tile also held the "510 Ideal Home" No. 1 Home Decoration Festival in early May. Through nationwide linkage and online and offline linkage, terminal stores across the country exploded together, and their results were red (as shown in the picture above).
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Event name: New product promotion meeting, launch ceremony
Example brands: Oceano Ceramics, Nobel Ceramics, etc.
On May 25, Professional Antibacterial and Healthier - 2020 Oceano Antibacterial Brick Promotion Conference will be presented in the form of online live broadcast. It is reported that Oceano’s new antibacterial brick product was the result of nearly four years of careful research, and it obtained an invention patent in 2019. Highlights: For this kind of health functional product, the brand invited a group of experts to provide scientific explanations on the necessary relationship between antibacterial furniture and health during the online live broadcast release session. You need to enter a password to watch this online live promotion meeting. This should be a condition set by the brand to protect new products, giving people a sense of mystery. .
Photos from Changsha Nobel event
On May 25, Nobel Ceramics’ 4.8-meter porcelain polished slab was launched in Changsha. Nobel Ceramics' new product launch is different from Oceano's "mystery" in that the event is held in a regular (without wearing a mask) landing format, allowing everyone to log in without a password to see evidence of what the brand describes as ""The world's largest porcelain polished slab" was launched, and through the "Design Moves China" activity, it is intended to tour nationwide sites. The activity method is still as follows Relaxed display session - model catwalk - revealing the Nobel porcelain slab craftsmanship
An example of a brand's production workshop that successfully produces bricks from strong slate boards
Coincidentally, Jinqiang slate brand under Nengqiang Qianghui Group also ushered in an exciting moment on May 24. After strict inspection and debugging of equipment and products in recent months,Jinqiang Slab’s first production line has successfully produced bricks and officially mass-produced, which marks that Jinqiang Slab Officially moving towards a new process of rock slab home customization.
You must know that whether it is a short-term crisis affected by the epidemic, or in the face of the industry's overall trend of leading companies to develop for the better, the ability to withstand pressure is still the biggest problem faced by all ceramic companies, butThe opposite of risk is always opportunity, so some powerful ceramic companies will be forced to continuously innovate through the improvement of product technology.
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Event name: National Super Wear-resistant Ten Thousand People PK Competition
Example brand: Big Horn Deer super wear-resistant marble tiles
In 2019, the Big Horn Deer Super Wear-Resistant Marble Tiles became extremely popular due to the "National Super Wear-Resistant Ten Thousand People PK Competition" and attracted much attention from industry insiders. Therefore, during the extraordinary period at the beginning of 2020, many industry insiders A reporter from China Ceramics Network reported: I wonder if the big-horned deer activities are still going on? Regardless of whether there is competition between brands, I hope that the actions of this brand will continue and bring some positive hope to those in our industry.
"National Super Wear-resistant Ten Thousand People PK Competition" Recent Results
You should know that Nan Shunzhi, chairman of Dajiaolu, is a leader who dares to make a brand breakthrough during the industry reshuffle. Therefore, the "National Super Wear-Resistant Ten Thousand People PK Competition" is still continuing on the terminal (the "record" of the event is as shown in the information in Fang Nan Shunzhi's circle of friends from May 17th to 24th), Offline activities focusing on product quality issues that are of most concern to consumers can not only "detonate" the city through the activities, but also establish brand influence in the local area and give local dealers confidence. Moreover, as of May 25, 2020, the Big Horn Deer super wear-resistant marble tile brand has signed 92 new partners in 2020 - a gratifying number.
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Event name: Brand Renewal Month
Example brand: Eagle Ceramics
Eagle Ceramics Brand Renewal Month Event Poster one
From May 26th to June 20th, Eagle Ceramics will conduct affordable activities nationwide with the theme of "Brand Renewal Month". It is understood that although the event is open to the whole country, because the special benefits of the event are too large, the number of participants is limited to 2,000 people, the specific policy of the event is: pay 100 yuan in advance to snap up the Eagle Ceramics Privilege Card, and you can lock in 6 special benefits of the brand renewal month, such as giving away a sweeping robot worth 1,680 yuan, locking in 48 yuan/piece to snap up 800×800㎜ For glaze polishing and other products, you can enjoy a 10-fold increase in deposit, which can be used against the purchase price of up to 1,000 yuan. If you buy the whole house, you can enjoy the manufacturer's subsidy of 1,000 yuan for large-board background wall products. If you spend 5,000 yuan or more, you can enjoy a free 5㎡ small floor tile. On the last day of the event, you can participate in the live lottery. Grand prize.
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We envy brands with high public recognition, or brands with impressive campaign results. In fact, behind their achievements is their non-stop efforts. Only in this way can we overcome every winter and usher in every spring.
It’s time to prepare for 618, and all ceramic brands will definitely do their best to cope with it. Are you ready?
