(Text/Wang Yiyi of China Ceramics Network) On January 20, Qianghui officially signed a strategic agreement with the Italian Sacmi Group In the cooperation agreement, a huge amount of money will be spent to introduce the world's leading slate tile/large slab production line from Sacmi that can produce 3900X1600㎜ products.
On March 16th, "Quality Ceramic Tiles Freeze Huge Offers" - 316 Qianghui Precision Tile Factory Live Broadcast Promotion, hosted by the factory Working together with dealers to further compress profit margins and stimulate consumer desire, it covered more than 2,000 sales outlets in major regions. The entire event was read by 368,693 people. A total of 143,100 people watched online in the live broadcast room, and 3,760 orders were completed. It ended successfully with gratifying results. .
On the afternoon of April 13, Qianghui actively responded to the country’s call to “unswervingly win the battle against poverty” and gave full play to its own industry Advantages, in the "Join Hands with "Porcelain" Kindness·Walking with Love to Help Liangshan Win the Battle of Poverty Alleviation" hosted by the Chancheng District People's Government of Foshan City, hosted by the Chancheng District Poverty Alleviation and Development Office and the Nanzhuang Town People's Government of Chancheng District At the launch ceremony of the district's Nanzhuang Town caring enterprises jointly donating ceramic tiles to benefit the people, ceramic tiles worth 4.8 million yuan were donated, contributing to the development of Liangshan area in Sichuan and embarking on the road to get rid of poverty and become rich.
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The above are incomplete statistics of major events of Qianghui Ceramics in the first half of 2020. Looking at the development of Qianghui Ceramics in the past six months, from investing in the introduction of production equipment to promote product iteration and upgrades; to linking national terminal stores to conduct live marketing activities; to exerting the brand's social responsibility, and so on. These are all manifestations of Qianghui Ceramics’ continuous self-innovation, innovation and perfection.
In July, the second half of 2020 has begun. What actions will Qianghui Ceramics take? What is the reason for the brand strategic layout? In this way, China Ceramics Network interviewed Yuan Weizhe, General Manager of Qianghui Brand Sales, about brand actions.
Yuan Weizhe, General Sales Manager of Qianghui Ceramics Brand
Build products at the top of the pyramid
Zhong Taojun:
Hello, Mr. Yuan. How do you view the current industry market status?
Yuan Weizhe:
The ceramic industry has a low threshold. The slate trend has developed rapidly this year. The technology for producing slate in the industry is now quite mature, so it is normal for market price wars to begin. But no matter what, the physical properties of slate itself can be expressed in many ways, which still has many possibilities for consumer groups. Therefore, there is no doubt that slate is the future trend product of the industry.
Before the trend came, Qianghui Ceramics had planned rock slabs in product development since 2019, so it also took the initiative to invest in the introduction of advanced production equipment in early 2020. And include it under the banner of Qianghui Aitesi and promote it as one of the leading products of Qianghui Aitesi in the high-end home decoration channel.
In the noisy and tense life, more and more people are beginning to abandon complicated decoration styles and prefer a relaxed and casual living environment, so they turn to natural and simple home decoration design points. Slate can not only be used for wall and floor decoration, but can also be further processed into furniture products, so it can be completely customized as a whole-house product. It is possible that in the future, home decoration can be "one slate for one house" or "two slates for one house".
Zhong Taojun:
From this point of view, will the original sales channels of rock slabs also change?
Yuan Weizhe:
Yes. Slate is a semi-new product, which is unfamiliar to traditional dealers, because the customer group they have always faced is to use slate in the field of home decoration, which involves product handling costs, processing technology, channel development, etc. Regarding the matching issue, the brand side needs to guide them on how to sell rock slabs better. Of course, for the sales of slate slabs, in addition to extending the original traditional dealer channels, brands can also develop non-traditional stone dealers and customized home furnishing channels. This is also the next strategic layout route of Qianghui Aitesi Stone Slab, taking the route of customized residential channels.
“Use exquisite ceramic tiles to make lifelong friends”
Zhong Taojun:
We know that Aitesi is the high-end line of Qianghui. Now that the new category of rock slabs is included in Aitesi, will it have an impact on Qianghui's regular products? How does your company plan?
Yuan Weizhe:
As mentioned just now, Qianghui Aitesi is aimed at high-end home decoration channels. Therefore, whether it is slate or traditional ceramic tile products, the root lies in the product. Brands need to keep pace with the times and upgrade their products and constantly introduce new ones. Aitesi was originally a sub-brand launched for the new middle class, targeting relatively high-end groups; while Qianghui takes the mass route, focusing on quality and cost-effectiveness, so focusing on the development of slate does not mean that it will ignore tradition. For product upgrading, we will currently add digital glaze and diamond glaze technologies to the traditional product process, while enriching existing product specifications.
Through products, we promote the brand's development in various sales channels and realize the possibility of walking on multiple legs; at the same time, Qianghui Ceramics has always adhered to the product concept of "precision quality" and worked hard to Focusing on product R&D and production, adhering to an attitude of excellence, and winning the trust of families with precision workmanship.
Zhong Taojun:
How does “precision workmanship” manifest itself? Can you explain it in detail?
Yuan Weizhe:
To achieve true precision quality, it is often "stupid effort". Use the best equipment, the best design, the best formula, the best firing method... everyone knows the truth. It's just whether the company can maintain its original intention as always in the face of fierce market competition.
Just like if we decide to make slate, we will introduce the most advanced Sacmi production line, cooperate with imported design companies to develop and design, constantly adjust and test the formula, insist on slow burning at 1280℃ high temperature... Only in this way can we achieve the goal. "Precision quality".
In addition to adhering to precision workmanship and quality, in Tanzhou, Foshan from July 20th to 24th,At the Ceramics Exhibition, we will launch a new upgraded brand concept - "Use fine ceramic tiles to make lifelong friends."
Zhong Taojun:
How to understand "use fine ceramic tiles to make lifelong friends"?
Yuan Weizhe:
Qianghui is a company with a history of producing architectural ceramic products for more than 30 years, and "precision quality" has been our original intention along the way. Over the years, with our product advantages, we have accumulated many dealer partners, channel partners, old owners who use our products, etc... After long-term cooperation, the relationship between the brand and these partners can no longer be simply defined by the partners. To describe, in order to better position the relationship between Qianghui and its partners, and to embrace future partners with a more positive attitude, we have upgraded the brand concept - "Use precision ceramic tiles to make lifelong friends." Regardless of dealers, channel partners, or owners, they are all Qianghui's close friends. Qianghui's brand, products, and services are enough to accompany them throughout their lives.
"Good brand, good products, hello everyone"
Zhong Taojun:
What do you expect to gain from attending the Foshan Tanzhou Ceramics Exhibition?
Yuan Weizhe:
Qianghui Ceramics' booth area at Foshan Tanzhou Ceramics Exhibition this time is 405 square meters. During the period, 3 specifications of rock slabs and granite version 2.0 will be displayed. The new products displayed are a booster for the market's certification of brand strength; and, Driven by new products and new processes, Qianghui Ceramics' participation in the exhibition is a brand promotion, which can effectively enhance the company's image, improve product visibility and market competitiveness.
All the actions of Qianghui Ceramics are to help the dealers who grow with us develop together. Only with a good brand and good products will everyone be better off. 20In the first half of 2020, due to the impact of the epidemic, various industries suffered losses to varying degrees. However, judging from the data report, Qianghui Ceramics' sales in the first half of the year were still the same as in the past. In the past year, the sales volume in the first and second half of the year accounted for 4:6. The sales in the second half of the year were better than those in the first half of the year. However, there has been a concentrated surge in May and June this year, so I believe that Qianghui Ceramics’ sales in the second half of the year There will be greater improvements.
In an era where product is king. Products are still the magic weapon for survival of ceramic companies. Qianghui Ceramics, as a "precision quality" ceramic tile brand recognized both inside and outside the industry, has been evolving and improving through continuous self-innovation and self-creation for more than 30 years to achieve healthy and sustainable development of the brand.
