China Building Materials’ new journey, General Ceramics begins the first year of brand strategy

Release time：2025-01-10click：0

In 2022, China's home building materials industry will still be affected by the epidemic to a certain extent. It will face complex environmental changes such as dual carbon policies, three red lines, supply and purchase restrictions, power and production restrictions, etc. , Chinese home building materials practitioners are facing severe pressure and tests. As a veteran of China's ceramic industry, General Ceramics, which has been fighting for nearly 20 years, is fearless and bucks the trend. On March 31, the "Seven Star Drive, Create the Future" was held grandly at the Foshan Marketing Headquarters General TileSuper Strategic Dimension Upgrade Marketing Summit, this conference was held in the form of an online live broadcast. Generals from all over the country gathered online, and the momentum was high, which attracted great attention inside and outside the industry.

Big names gather together to participate in this grand event online and offline! Mr. Liu Chaoyang, Chairman of Jiangjun Ceramics Group, Mr. Liu Chaohua, Vice Chairman of Jiangjun Ceramics Group, Mr. Liu Jiaxing, Vice President of Jiangjun Ceramics Group, Mr. Tan Xiaowen, Vice President of Marketing of Jiangjun Ceramics Group, Mr. Hua Wenyu, Vice President of Finance of Jiangjun Ceramics Group, General Tile Brand General Manager Mr. Liu Xiaolei, Secretary General of Foshan Ceramic Industry Association Dr. Yin Hong, China Council for Promotion of Manufacturing and Construction Professional Committee Chairman Ms. Jin Yafan and other guests led many domestic mainstream media and hundreds of General employees gathered together to witness this glorious moment together with online dealers’ families across the country!

The General’s Seven-Star Strategy Starts a New 20-Year Journey

This time, BigJiangjun Tile's "Seven Star Driven, Creating the Future" strategic upgrade conference was held, which is bound to inject new confidence and vitality into the sustained and high-level development of the building materials industry. As a powerful brand in the industry, General Ceramics's big move may change the survival situation and development trend of the ceramic market. The law of competition opens a new era in the construction and ceramics industry.

Seizing the opportunity of the group's historical leap and rapid growth, Liu Chaoyang, chairman of Jiangjun Ceramics Group, said that in the past nearly 20 years of development, Jiangjun Ceramics Group has always been steady and steady, withstood the temper of the industry and occupied a place in the building ceramics industry; From the perspective of the group and future development, looking forward to the new 20 years, General Tile will match higher strategic goals. Pursue, from the aspects of product, brand, channel, management and other aspects, carry out the brand strategy and development direction of General Tile Upgrade in all aspects, seek value symbiosis in change, walk the long march of the new era, and write new glory!

▲Liu Chaoyang, Chairman of General Ceramics Group, delivered a speech

Subsequently, Dr. Yin Hong, secretary-general of the Foshan Ceramic Industry Association, said in his speech that this time General TileThe newly released brand strategy takes first-line and quality as the core brand positioning words, which reduces the difficulty for consumers to choose in the process of purchasing ceramic tiles. It can be said that it is truly starting from the mental high ground of consumers to establish a new brand in the ceramic tile industry. We look forward to the strategically upgraded General Ceramics brand, shaping the first-line brand benchmark in the industry, building a high-quality product image, and persevering Promote the high-quality innovative development of the building ceramics industry.

▲Dr. Yin Hong, Secretary-General of Foshan Ceramics Industry Association, delivered a speech< /span>

Seven-star high quality transforms to win the future

No matter how the times change, quality, brand, service and price are the four important factors for consumers to choose products. This time, the General Brand grasps the core decision-making factors of consumers and takes high quality and big brands as the core focus of its own brand building. Combining the core needs of consumers, explore the positioning gaps of competing products in the market, and launch a new brand positioning of "first-line major brand, seven-star high quality".
The new positioning represents the new strategy behind the group and also represents the new measures of the group in the future! Tan Xiaowen, vice president of marketing of Jiangjun Ceramics Group, shared the three major trends and five major outputs of the ceramic industry. In order to conform to the general environment of industry policy trends, industry trends, and consumer trends, General Ceramics's brand has been upgraded systematically, and the five major competition patterns of brand, products, services, marketing, and talents have been constructed to carry out comprehensive improvement and output empowerment. In the new journey, we will join hands with all generals , and jointly build the road for Jiangjun Ceramics Group to shine in China.

▲Tan Xiaowen, vice president of marketing of Jiangjun Ceramics Group, shares marketing strategies

At the press conference, through research by a professional brand strategy consulting agency, a new positioning language for the General brand was launched - "First-tier brand, seven-star high quality", which is highly consistent with General's new development concept. In order to strictly abide by the national safety regulations for epidemic prevention and control, He Zhitao, CEO and Chief Strategy Officer of Shanghai Oseis, met with everyone through video and gave an in-depth interpretation of the General’s brand strategy. By optimizing brand positioning, integrating communication tools, and innovating promotion content and other methods to accelerate the improvement of brand potential and achieveNow the brand can be reached efficiently.

▲He Zhitao, CEO and Chief Strategy Officer of Osas, "Seven Stars Determine the Future" Speech

At the meeting, Liu Xiaolei, general manager of the General Tile brand, released the brand strategic development plan. He said that General Ceramic Tiles will always strive to create high-quality and beautiful residences for consumers, and will soon Realize the vision of becoming the top five brands in China's ceramic tile industry. To achieve the growth goal of a billion-dollar brand, in addition to achieving three major upgrades, it is also necessary to implement six major enabling measures from the product, production, logistics, channels, stores, and marketing sides. In his presentation, Mr. Liu demonstrated the comprehensively upgraded terminal store image specifications, which are more in line with the General Tile high-end brand image to further enhance the brand’s terminal influence.

Tile General Seven Stars Shine on China

New strategies, new thinking, new empowerment. "First-line big brand, seven-star high quality" is not only a positioning, but also represents the next series of brand management actions. On the brand side, it means that the brand will transform from a pragmatic production model that puts its head down into a consumer-centered brand. oriented systematic business model; secondly, between the headquarters and dealers, a series of empowering actions will be established for dealers around brand positioning to help dealers transform from the original wholesale-based business model to It is a brand-exclusive corporate business model.

After authoritative data research and market analysis by Euromonitor Information Consulting (Shanghai) Co., Ltd., awarded General Ceramics brand is authoritatively certified as a "first-line brand" and entrusted Dr. Yin Hong, Secretary General of Foshan Ceramics Industry Association, to be the guest of honor.

▲"First-line Brand" Certificate of Trust Issuance

At the launch ceremony, under the witness of many guests, the leading guests took the stage to open the General Tile new Super Symbol Global Launch Ceremony, new logo, new posture, marks that General Ceramics has officially moved towards a "first-line brand" "A new journey of development.

▲General TileNew Super Symbol Launching Ceremony

▲Group of guests

Standing at the new beginning of the next 20 years, General Tiles super strategic renewal and dimensionality, all kinds of The steady development of the project and full-scale efforts indicate that the era of the general's comprehensive rise has arrived, and the development of the general in the new 20 years will surely be pushed to a new level. No matter how complex and changing the macro-environment is, there are real challengesEnterprises with strategic vision and courage will definitely seize opportunities and strategic opportunities, and high growth in the future is expected!

Manufacturers join hands to resonate at the same frequency

▲Family members of dealers across the country watched the press conference online

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