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Speaking of brand interaction, there are a lot of successful cases from all walks of life, such as Durex "flirting" with 13 brands, Zhihu "mutually flirting" with 6 major brands, etc.
Some people may say that the brands you mentioned are not peers, let alone competitors. It is normal to praise each other. Not only will they not compete, but they can also take advantage of each other. Let’s take a slap in the face example:
Mercedes-Benz and BMW, this pair are "enemies" who are both peers and major competitors to each other, but they have always fallen in love with each other and worked together through positive and positive competition.
Looking at our construction and ceramics industry, it seems that there have never been cases of brand interaction, and some are just private mutual contempt and even slander.
This situation lasted until the end of July 2019.
On July 30, a netizen had questions about the air purification tiles of Dongpeng Ceramics while visiting the building materials market. He posted on Weibo to ask Dongpeng Ceramics for help, which triggered some netizens to question the air purification tiles that have the same principle as negative ion tiles. Regarding the question of purification bricks, one of the netizens knew that Tete Negative Ion Ceramics was the "inventor of negative ion tiles", so he came out to explain @ Tete Negative Ion Ceramics; on July 31, Tete Negative Ion Ceramics seriously answered the question for netizens, and then said In the form of posters, we expressed our support to Dongpeng Ceramics, which was the first of its kind for brand interaction in the ceramics industry.
(Please refer to the details of the above events"Newsletter | Support negative ion ceramic tiles"One article)
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Unfortunately, although this brand interaction won praise from many industry insiders and media people, except for the lukewarm response of "let's sell it together" from Dongpeng Ceramics, it did not get any other negative ion ceramic tile brands. repercussions.
Combining cases, connecting with the current situation, and looking at the essence through phenomena.
To put it more broadly, construction and ceramics companies like to follow the trend in product development and promotion, but they are very self-centered in market competition and are not good at uniting their peers, especially not good at holding together to keep warm when the industry is cold
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(For example, in the above case, when consumers questioned the negative ion tiles, only Teidi·Anion tiles and Dongpeng tiles came forward, and other brands had no voice)< strong>.
To put it simply, on the development path of functional tiles such as negative ion tiles, on the one hand, there are more and more participants, and the competition at the manufacturer level has already become fierce. On the other hand, although consumers are not interested in negative ion tiles, The attention and recognition of ceramic tiles have further increased, butAt the same time, consumption rationality is improving, and competition at the terminal level is becoming increasingly fierce. Brand wars that denigrate each other and price wars that disrupt the market are about to break out.
Under this situation, will negative ion ceramic tiles be killed by blind following the trend and disorderly price wars?
Very dangerous.
Looking at the 40-year development history of China's building ceramics industry, how many product categories have been ruined due to blind following of trends and disorderly price wars?
Microcrystalline stone, super flat glaze, flat glaze, polished crystal tiles, K gold bricks, diamond glaze, corundum, antique tiles...the predecessors of negative ion ceramic tiles have long since passed away in the vicious competition.
03
Look at diatom mud, which also belongs to the building materials industry, but it has a different fate from many ceramic tile categories that have been badly executed.
Diatom mud emerged in the Japanese building materials market in the 1980s and 1990s, and was introduced to China around 2003. When it was in Japan, it was not called by its current name. Instead, it was called "diatom mineral wall material." It was only after it came to China that it was named "diatom mud." The name changed from long and strange to short and still. uncommon. For a long time when it started in China, it was still unknown and was not recognized, recognized and accepted by the majority of consumers.
After more than ten years of development in China, diatom mud has gradually become a household name and deeply rooted in the hearts of the people from an unknown name. It has become one of the pronouns of green building materials, and eventually formed a company with nearly a thousand companies and a market share of tens of billions. And it is still a growing segment of the building materials industry.
These results may sound like just one sentence, but in fact they cost tenIt is extremely difficult and cannot be separated from the joint efforts of countless companies, practitioners and industry associations in the diatom mud industry. In summary, although we are in the same industry and compete with each other, each has its own differentiated positioning and brand competitiveness, and will not participate in market competition through vicious price competition, let alone to maliciously slander their peers; and when faced with malicious slander by competitors outside the industry, everyone will unite together to resist the "foreign enemies".
Compared with the construction ceramics industry, the market capacity of the diatom mud industry is much smaller, and the competition is more intense and cruel. But why is it that diatom mud not only has not been destroyed, but has maintained its tenacious vitality, while many product categories in the building ceramics industry have been "short-lived" one by one? This is worth pondering for pottery builders.
The author believes that Te Te·Anion Tile’s support for Dongpeng Ceramics this time is not enough to achieve a classic brand interaction case, but it has injected new vitality into the chaotic building ceramics industry and fully demonstrated Te Te·Anion Tiles’ Full of corporate mission and industry sentiment, an inclusive mind and pragmatic attitude eager to break the status quo.
If more companies can be as tolerant and pragmatic as Te De·Anion Ceramic Tiles, and have the courage to take responsibility for the product categories that everyone depends on for survival, and work hand in hand to stay warm and spend the winter together, then Negative Ion Ceramic Tiles and more products The category will definitely not be “bad”, it will only get better and better!
