Recently, even though the domestic brand Hongxing Erke suffered a loss of 220 million yuan last year, it still spent a lot of money to deal with the heavy rain disaster in Henan, donating 50 million yuan to help. Netizens said, "You are going to go bankrupt and you donated so much." It became a hot topic. Quickly became popular. In addition to Hongxing Erke, domestic brands such as Guirenniao and Huiyuan Juice also chose to lend a helping hand to Henan, and netizens expressed their support. The domestic consumer market triggered a large-scale purchase of domestic brands under a special node, which once again increased the market value of "domestic IP".
In recent years, as China's comprehensive national strength continues to increase, local culture has experienced a strong revival, Chinese people's cultural confidence has increased, and the new generation of consumers has become more diversified in their aesthetics, which has promoted the rise of new domestic products, and "national trends" have become the most popular among young people. Popular fashion culture. The return of Chinese people's cultural confidence has caused the national trend to "spread" vigorously in the domestic consumer market. Domestic brands such as Li Ning, Hui Li, Lao Gan Ma, Pechoin, and Jiang Xiaobai have successively emerged from the industry, not only embracing fashion, but also realizing brand Iteration and renewal.
Nowadays, this national trend has gradually spread to the ceramic industry. With the national trend taking over, how can ceramic brands create domestic IP and complete the self-innovation of traditional brands?
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Innovative new methods of national trend marketing
Since 2018, national fashion has become the most eye-catching fashion at the moment. It integrates traditional culture with current trends, which not only conforms to young consumers’ understanding of fashion, but also attracts their attention to Chinese culture and shows their recognition and pursuit of Chinese cultural values. Therefore, more and more domestic brands are embracing the national trend and competing to create domestic IP.
In line with the rising trend of domestic products and national trends, some brands in the ceramic industry have further explored consumers' national emotions and cultural needs for home furnishings and created domestic IPs in the traditional ceramic industry through innovative new methods of national fashion marketing.
In the home furnishing field, the "Chinese Home" pop-up exhibition has the most extensive influence and popularity of Guochao Marketing. Recently, the second stop of the 2021 "Chinese Home" "Guangdong Chao Home·Full Vitality" creative life exhibition landed in Guangzhou, a local brand born in LingnanGuanzhu Ceramics participated in the exhibition with high profile, using national trend art to unlock new ways to play with home ceramic tiles.
In this creative life exhibition, Guanzhu joined hands with young artist Xian Hongfei to use national trend art and modern graffiti techniques to create an art slate background wall with the theme of "Cantonese Tide, Urban Rebirth" on the currently popular slate products. A new interpretation of the southern Guangdong lion dance style, and uniquely created domestic ceramic tiles to refresh Chinese homes.
In the national trend marketing of ceramic brands, Melco Marble Tiles has chosen cross-border and joint marketing with larger scale, deeper depth and greater investment. In April this year, taking the opportunity to participate in the 2021 Spring Foshan Ceramics Expo, Melco bravely stepped out of the circle and launched cross-border marketing with the national original fashion brand HEA, creating a new fashion brand, launching joint products, and establishing a new brand image and seize the new generation consumer market.
Based on traditional cultural IP, ceramic brands generate novel cultural experiences through the combination of traditional culture and fashion, attracting the attention and even pursuit of young consumer groups, thereby forming the transformation of traditional brands into domestic IP.
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Brand products rich in cultural core
National trend marketing brings traffic and attention, but the formation of domestic IP should be based on brand products rich in cultural core.
Why does Guochao Marketing frequently produce explosive products? Apart from the name of traffic marketing, the popularity of domestic products is inseparable from the unique feelings of family and country and national emotions of Chinese consumers. Domestic products represented by Guochao have captured the unique aesthetic trend that belongs to the Chinese people, and the cultural experience they give consumers is difficult to replace with ordinary products.
Returning to the ceramic industry, ceramic brands integrate traditional Chinese cultural elements into their products, launch traditional and fashionable domestic products through technological innovation, deepen the brand connotation of new domestic products, and create national hot products. Currently in the ceramic industry, Grace Ceramics' cross-border work Xiangyunsha Ceramics is the representative of such domestic products.
Xiangyunsha ceramic tiles are original ceramic tiles developed by Grace under the intangible cultural heritage integration plan and the Foshan intangible cultural heritage - Xiangyunsha cross-border integration. It debuted at the 2019 Foshan Tanzhou Ceramics Exhibition. Through innovative iteration, the third generation has been launched. In 2021, Grace adheres to the concept of "inheriting classics and integrating innovation", breaks through the boundaries of materials, space, and circles, draws inspiration from the production process of restoring Xiangyun yarn, and designs and develops so that more modern people will like to use it. Useable and well-used Xiangyunsha ceramic tiles make it possible for national fashion products to enter thousands of households and truly realize the inheritance of classic culture.
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Deeply explore the cultural feelings contained in the brand
In national trend marketing, ceramic brands have formed new domestic product IP through the packaging of traditional Chinese culture, but this marketing strategy may not be a long-term solution based on the market. Without the aura of “domestic products”, how can traditional ceramic brands develop to a higher level? Continuously optimize the brand image by deeply exploring the cultural sentiments contained in the brand, thereby forming the cultural confidence of a major brand.
At this level, Dongpeng Tile and Huida Bathroom are good representatives.
In 2020, Dongpeng and Huida were successively selected for the CCTV "Great Power Brand Development" (referred to as "Great Power Brand") column, and their brand feature films were broadcast on CCTV. "Great Power Brands" is China's first feature film to explore the elements of corporate brand transformation and upgrading. It deeply analyzes the core genes and cultural associations of a number of outstanding Chinese brands from the brand's credit system, products, marketing, channels, consumers, etc., and analyzes the core genes and cultural associations of a number of outstanding Chinese brands. The influence of consumer groups can comprehensively enhance the brand value of enterprises and realize the national macro vision of "dream of brand power".
The Dongpeng brand feature film "Dongpeng Tile Healthy Brick Home" records through the story the efforts and efforts of a front-end ceramics company that has been around for nearly half a century to promote high-quality development of the industry and promote China's excellent culture to the world. Contribution; Huida's commercial film "Stay" focuses on 3The hardships and sufferings of struggling young people on their way to pursuing their dreams are used to inspire a stronger and broader sense of empathy and empathy among young people, and to convey Huida's brand proposition of "enjoy staying and then start again".
In the era of Internet traffic, digital marketing has allowed traditional ceramic brands to stay at the forefront, and the rise of domestic IP has become smoother. With the support of new domestic IP, ceramic brands also need to continue to improve the quality of their products and services, constantly optimize their brand image, continue to incubate IP value based on China's excellent traditional culture, and continuously enhance their core competitiveness. .
(Author: Sitao)
