For a long time, domestic brands were synonymous with "dirty, cheap, and poor quality", and even now many people still think so; while foreign brands have always been labeled as "high quality" , although the premium is quite high, it attracts Chinese people.
The reason why the status of domestic brands in the hearts of Chinese people is far lower than that of foreign brands is of course because many domestic brands are shoddy or do not pay attention to brand building. On the other hand, it is because some people worship foreigners and favor foreigners. This is the reason why many Chinese people went to Japan to buy toilet seats, rice cookers and other products.
In recent years, the style of painting has changed. A kind of fashion called "national trend" seems to have flourished overnight and quickly became popular, greatly improving the image of domestic brands in people's minds.
In 2018, Li Ning stunned New York Fashion Week and Paris Fashion Week with its Chinese style and sports trend, and was considered a landmark event in the rise of national fashion; in 2021, Hongxing Erke donated 50 million yuan worth of materials to help Henan affected by heavy rains and floods In the region, some foreign clothing brands boycotted Xinjiang long-staple cotton, which directly transformed people's patriotic enthusiasm into consumption power and boosted the sales of local Chinese clothing brands.
At the same time, Guochao has also become popular in other industries. Brands in many different fields such as Huaxizi, Pechoin, Bestore, and Wufangzhai have rapidly risen or been reborn through Guochao. The ceramic tile industry has also set off a national trend, but due to the low attention of the industry, it has not yet been able to produce a national trend IP with national influence.
Is it possible for the ceramic tile industry to create a national trend IP with national influence? We can learn from other industries.
Some analysts pointed out that the successful experience of cultural and creative products such as the Forbidden City lipstick and Moutai ice cream is nothing more than three points: first, the in-depth exploration of cultural value; second, youthful and fashionable expression; third, digitalization Full process reengineering and opportunity marketing.
Based on the above experience, Zhongtaojun believes that Guanzhu Huamai, a cultural and creative IP product carefully created by Guanzhu Ceramics with three major advantages: rooted in culture, loyal to innovation, and proficient in intelligent manufacturing, is the most valuable product in the ceramic tile industry. One of the national trendy IPs that may successfully break out of the industry.
01 Rooted in culture
Behind the national boom is the basis for the people's continuous and substantial improvement in the motherland's economic strength, scientific and technological strength, comprehensive national strength and international influence.Awakened cultural self-confidence.
The Chinese civilization, with a history of about 5,000 years, is the only civilization in the world that has continued uninterrupted and continues to this day. In the 5,000-year history of civilization, China has led the world for almost 4,800 years. As a result, China's silk, porcelain, tea and various handicrafts have been popular around the world for thousands of years. They were highly regarded by the world at that time, especially by the European royal family. The top-notch goods and luxury goods sought after by aristocrats can also be said to be the "national trend" IP at that time; but in the past 200 years or so, China took a nap like a lion and stopped its development. The Western powers used strong ships and cannons to open the country and occupied the market with foreign goods. After 1949, especially since the reform and opening up, relying on the correct leadership of the Communist Party of China, China has returned to the track of healthy development, and has made remarkable achievements in economy, politics, culture, education, science and technology, step by step. Return to the center of world civilization.
It is precisely because China has a long-standing and splendid culture and has gradually restored its cultural confidence in recent years that the national trend can emerge based on a strong economic foundation. The extensive and profound traditional culture of the Chinese nation is the root of the national trend.
As a national IP product, Guanzhu Huamai has a profound cultural heritage and strong cultural confidence, which is reflected in two aspects: first, the brand Guanzhu Ceramics it relies on has a distinctive national brand gene; second, , which itself flows with the blood of Chinese culture.
"The original intention of Guanzhu Ceramics was to create a top-notch brand, so it had the meaning of 'Crown Pearl'." Ye Delin, chairman of New Pearl Group, said about Guanzhu, its first brand established in 1993 There are always high hopes for ceramic tiles. He has stated more than once that the original intention of Guanzhu Ceramics has not changed: to be one of the best brands in the industry, to be a century-old store, to be a century-old national brand, and to become the first choice ceramic tile brand for Chinese families. Guanzhu Huamai carries the original intention of Guanzhu Porcelain, with the concept of "inheriting beauty in every piece", taking ceramics as its root, and taking the ancient Chinese capital as its veins. It inspires diversified product inspirations from the two cultural dimensions of ceramics and ancient capitals, using Chinese Intelligent ceramic tile manufacturing technology revitalizes Chinese culture and makes Chinese ceramics a Chinese trend.
Relying on the distinctive brand genes and strong cultural confidence of Guanzhu ceramic tiles, and rooted in the 5,000-year-old Chinese ceramic culture and ancient capital culture, Guanzhu Huamai has formed a fertile soil for growth.
02 Loyal to innovation
What is the national trend? There must be both "country" and "tide". "Country" refers to China, Chinese culture, and Chinese brands, which can be understood as tradition and inheritance; "tide" is the trend, which not only includes the trendy culture of the new era, but also reflects people's individual pursuits, and can be understood as modernity and innovation. Therefore, the national trend must not only be inherited, but also innovated.
The innovation of Guanzhu Ceramics on Guanzhu Huamai is reflected firstly in the originality of the product, and secondly in the marketing of the brand.
Let’s talk about product originality first. The ceramic tile industry does not lack national fashion products, but it lacks original designs and concrete national fashion products. To be honest, most ceramic tile brands launch national trend products with the name of national trend but no actual national trend. They may give the product a national trend name, or make the color of the product have a feeling of national trend, or Simply and rudely decorate the space where the product is applied in the national fashion style, or embed national fashion elements in product marketing, or a combination of the above, it is difficult to achieve the unity of product and effect. Guanzhu Huamai has made great efforts in original design, and at the same time achieved cultural roots and tangible design, so it has the advantage of impressing users.
The so-called cultural roots mean that all products of Guanzhu Huamai are rooted in ceramics and the ancient Chinese capital. Every product has a cultural origin; the so-called tangible design means that all products of Guanzhu Huamai The designs and colors of the products are all well-founded, and the designs and colors of each product are the restoration and recreation of a certain texture.
For example, Guanzhu Huamai's "Walking in Bashu" series includes 7 products: Bamboo Light Gray, Bamboo Dark Gray, Splendid Cypress Green, Splendid Smoke Brown, Paper Beige, Paper Bamboo Yellow, and Tianfu Show Green. The design inspiration comes from the four representative Bashu cultural elements of bamboo, brocade, paper and ground; another example is "Dunhuang Impression", whose design inspiration comes from the murals, sand sea, silk paintings and other characteristic elements in the Dunhuang area. Each product in the two series has its origin and basis in design and color. It integrates traditional art, contemporary trend design aesthetics and advanced scientific technology, and presents the beauty of national trends in fashion expression.
Thanks to the careful originality, GuanzhuhuamaiThe series of products have won many awards including the heavyweight international award "Gold Medal for Slate Slabs in the Sino-Italian Ceramic Design Competition".
Let’s talk about brand marketing. In recent years, especially after joining hands with the national goddess Dilraba as the brand spokesperson, Guanzhu Ceramics has begun to fully focus on youth marketing. It can be said that it has frequently innovated and achieved continuous success in terms of youthful, fashionable and interesting expressions: September 2019 From September to September 2022, the "Guanzhu Koi Festival", which means "Forward Koi to make your wishes come true", has been held for the fourth time; in December 2020, a new logo with the national color yellow and red was launched. The brand image has taken on a new look; in September 2021, the brand's unique cultural carrier "Little Red Brick" IP image was released, and the People's Daily cultural and creative industry launched a new cross-border trend model, launching the first cultural and creative product - Guanzhu Huamai, a national The road to fashion has taken substantial steps, and the "trend" image has reached a higher level; in May 2022, together with Fang Wenshan (lyricist) and Xianzi (singer), they created the song "In the Name of Dream" to enjoy the beauty of Chinese culture. , which resonates with the times for countless young people...
It is particularly worth mentioning that at the Guanzhu Huamai "Walking in Bashu" series new product launch conference and the launch ceremony of the fourth quarter Koi Festival held on September 23, Guanzhu Ceramics brand spokesperson Dilireba was stunning At its debut, Mingzhu Kezhu and Guanzhu Ceramics established a beautiful delivery alliance, which aroused huge repercussions and widespread attention inside and outside the industry.
On that day, the live broadcast room of this event received 12.327 million likes, and the exposure of related topics reached 1.04 billion+, which proved the success of Guanzhu Huamai's innovation with practical results.
03 Expertise in intelligent manufacturing
The popularity of the national trend is obviously inseparable from the development of China's manufacturing industry, that is, the manufacturing industry has jumped to the high end of the industrial chain, moving from "Made in China" to "Intelligent Made in China", which has helped domestic products get rid of the low-price labor-intensive manufacturing model. Significantly improving quality lays the foundation for technology.
Economist He Fan pointed out that the rise of the national trend is essentially a new change in the demand side and supply side of the consumer market. Now it seems that smart manufacturing does not necessarily have to start with digitization from the production end, but can also gain insights into users' needs through the Internet. Based on the real demand, we can then reverse the production process.
On this basis, it is not difficult to understand the workFive departments including the Ministry of Industry and Information Technology jointly issued the "Digitalization to Support the "Three Products" Action Plan for the Consumer Goods Industry (2022-2025)", which requires the use of digitalization to help create brands and promote the construction of national fashion brands.
Relevant data shows that in China's consumer market in 2021, online retail sales of physical goods will be 10.8 trillion yuan, accounting for 24.5% of total retail sales, ranking first in the world. This is only the performance of digitalization on the sales side. Obviously, without digitalization, it would be impossible to "create a brand" in the consumer goods industry. The development of the digital economy is precisely a major feature and even advantage of the Chinese economy, which provides a solid foundation and favorable conditions for the "branding" path of the consumer goods industry. For example, in terms of the types of consumer goods, digitalization can promote product iterative updates in R&D and design, and can also reshape product development and production models in terms of personalized customization and flexible production; in terms of the quality of consumer goods, digitalization can intensify transformation efforts and empower It can improve the quality and efficiency of enterprises.
When it comes to digitalization and intelligent manufacturing, Guanzhu Ceramics can be regarded as a benchmark and model in the ceramic tile industry.
One day in early September, a documentary about CCTV host Zhu Guangquan entering the Guanzhu ceramic tile digital demonstration factory "Super "Power" Deconstruction: A Thinking Ceramic Tile Factory" was released. It received 1660.3W in less than a day. Exposure.
"With intelligent manufacturing, AI performs well; with digitalized management, efficiency is at an all-time high; with high-end products, everyone praises their quality; with the greening of the industry, environmental protection depends on it." In the video, Zhu Guangquan used the catchy phrase "little The jingle “Four Modernizations” expresses the strength of Guanzhu ceramic tiles in digitalization and intelligent manufacturing. Following his visit, the audience witnessed with their own eyes how an inconspicuous cubic porcelain sand mine transformed into a square meter of art in a smart factory covered by 5G scenarios. The magical sense of technology that hit their faces refreshed the youth. People have a stereotype of conservative, serious and solidified domestic products.
It is understood that the Guanzhu ceramic tile digital demonstration factory is based on the industrial Internet platform and uses technologies such as "5G communication, digital twins, big data, AI artificial intelligence, and BI assisted decision-making" and intelligent production lines to achieve the acquisition of customer orders. , to R&D and design, procurement and supply, production and manufacturing, warehousing and logistics, and finally to the digital operation of the entire business chain of market launch and sales services; in the manufacturing process, a lean production and management system from factories, workshops, production lines to equipment levels has been established. It makes the production process more lean and efficient, effectively achieving quality improvement, efficiency increase, cost reduction and inventory reduction.
Guanzhu Ceramics’ strong digitalization and intelligent manufacturing capabilities provide new possibilities for Guanzhu Huamai’s production capacity, quality assurance and flexible production.
To sum up, under the guidance of the country’s policy of expanding domestic demand and stimulating consumption, and with the support of the country’s policy of vigorously developing national brands, Guanzhu has three core strengths: rooted in culture, loyal to innovation, and proficient in intelligent manufacturing. Huamai has the best chance to break through the barriers of low attention in the ceramic tile industry and become a national trend IP with national influence.
