On May 16, 2021, the second "516 Super Brand Day" event of Shunhui Ceramics and Stone Slabs with the theme of "Careful Quality, Satisfactory Home Decoration" was held grandly in Hangzhou. Film and television superstar Li Bingbing came to the scene to help out, quickly detonating the atmosphere and pushing it to the climax.
Li Bingbing helps Shunhui Ceramics & Slabs "516 Super Brand Day"
Liang Deyun, President of Shuncheng Ceramics Group, used the three keywords of "iteration", "channel" and "empowerment" at the day's event to convey the three major signals of Shunhui Ceramics and Stone Slabs' efforts to innovate and seek change:1. "Focusing on the needs of consumers of the times, we always stand at the forefront of product iteration"; 2. In view of the fact that "the world is divided into three parts: centralized purchasing of fine decoration, home improvement companies and retail channels", we hope to cooperate with partners in various channels Together, we will jointly reform the channel system of Shunhui Ceramics, jointly promote the multi-channel development of the brand, and jointly create a marketing system that provides services to consumers through all channels”; 3. “Actively lead the development of the industry through continuous product upgrades and channel courage to change.”
Liang Deyun, President of Shuncheng Ceramics Group, delivered a speech
Once again joining hands with film and television superstar Li Bingbing to create a "phenomenal" marketing event that shocked the city, and publicly speaking out to the outside world, releasing a positive signal of brand innovation and change, Shunhui Ceramics & Slabs demonstrated the aggressive development and general direction. with great determination.
Powerful marketing IP
Shunhui ran out of the "acceleration" of brand development
In recent years, the "Matthew Effect" in the construction and ceramics industry has become more prominent, showing a trend of branding and concentration of "the strong will always be strong and the weak will always be weak". As a well-established powerhouse, Shunhui Ceramics and Stone Slabs has profound brand accumulation, strength and popularity. Under the new trend, it constantly understands and adapts to the development trend of the industry, and "accelerates" in terms of brand upgrade, channel expansion, product innovation, etc. , brand competitiveness and influence continue to improve.
At the same time, at a time when communication channels, user audiences, marketing methods, etc. are undergoing earth-shaking changes, Shunhui Ceramics and Stone Slabs is actively pursuing changes,launching systematic and diversified brand marketing strategies, such as celebrity endorsements and landing on CCTV , high-speed railway airport advertising high-frequency exposure, the use of mainstream online media network marketing, national promotion linkage, the launch of mascots and other innovative forms to reach consumers extensively and more eye-catchingly, further establishing its leading position in the ceramic industry.
In May 2018, Shunhui Ceramics & Slate signed a contract with film and television superstar Li Bingbing as the brand image spokesperson, becoming one of the few ceramic brands in the ceramic industry to sign a "heavyweight" star in recent years. Later, during the Foshan Ceramics Expo in October 2018, Li Bingbing appeared at the Foshan headquarters of Shunhui Tiles and Slabs to attend the "Bing Xin Hui Dan Qing" new product launch conference, attracting tens of thousands of people to watch.
With the help ofLi Bingbing's "trump card", Li Bingbing & Shunhui's promotional videos and image advertisements are three-dimensional and all-round in important publicity positions such as CCTV, Voice of China, high-speed rail, airports, outdoor anti-aircraft guns, etc., and participate in CCTV multi-channel Popular programs "Dialogue", "Common Concern", "Ingenuity", "The Way to Make Money" - all major communication channels are working simultaneously to create a brand that consumers are familiar with and trust.
According to Shunhui Ceramics and Stone Slabs,Shunhui and Li Bingbing have been working together for three years. The brand awareness, reputation, attractiveness and influence have been significantly improved, and they have gained more and more dealers and consumers. author’s affirmation. At the same time, combined with brand logo upgrade and headquarters exhibitionTaking advantage of Li Bingbing's strong influence, Shunhui's brand slogan "Quality Home, Life Winner" resounded throughout the industry and the market, gradually occupying the minds of consumers.
In addition, Shunhui Ceramics and Stone Slabs will position May 16th as Super Brand Day every year. "516 Super Brand Day" is a super "IP" created by Shunhui to enhance the brand image. In 2020, Shunhui launched Shunhui's "516 Super Brand Day" for the first time, triggering continued heated discussions across the entire network and creating a brand marketing carnival. 2021 Shunhui's second "516 Super Brand Day" even set off over 100 million traffic on the entire network, the Weibo topic #Shunhui516 Li Bingbing is coming, 52 million+ traffic, Li Bingbing's global fan support group, Li Bingbing studio, Weibo home and entertainment section Big Vs and others retweeted the entire network, and advertisements such as Toutiao and Douyin were placed on the entire network.
At the same time, Shunhui also released an upgraded version of its mascot Shunbao and IP cultural and creative derivatives. The upgraded Shunbao is cute and cute, and the inherent affinity of the cartoon image can effectively shorten the distance between the brand and consumers, giving people a sense of closeness and trust.
In 2021, at the second "516 Super Brand Day" of "Careful Quality, Successful Home Decoration", Shunhui and Li Bingbing came to the scene to help, and started the annual super promotion with the help of the super influence and fan traffic of celebrities. During the same period, a series of integrated marketing actions such as new product launches, online and offline nationwide promotion linkages, network-wide marketing, celebrity endorsements, advertising, and media support have made Shunhui's brand image and recognition more deeply rooted in the hearts of the people.
With its diversified marketing methods and strong marketing capabilities, Shunhui Ceramics has demonstrated strong marketing potential to the industry. Shunhui Ceramics and Stone Slabs revealed that it will continue to move forward steadily in the future and continue to increase its efforts in key IP creation, advertising resource placement, and marketing event exposure.
Relying on the strength of "aircraft carrier-level" enterprises
Product, channel, marketing effortsInnovation
For a brand to be deeply rooted in the hearts of the people, in addition to having strong marketing power, it also needs strong product and channel power, and a combination of product + channel + marketing to move forward in the constantly evolving and upgrading market environment. .
According to data from the "2020 Ceramic Industry Long March - National Ceramic Tile Production Capacity Survey" jointly sponsored and initiated by the China Building and Sanitary Ceramics Association, the China Ceramic Industry Development Foundation, and the "Ceramic Information" newspaper, Shunhui Tile The parent company Shuncheng Ceramics Group has become one of the "top 10" in terms of ceramic tile production capacity and intelligent manufacturing in the country with its huge production scale of over 100 million square meters per year and strong intelligent and intelligent manufacturing capabilities.
Relying on the "aircraft carrier-level" comprehensive strength and intelligent manufacturing level of Shuncheng Ceramics Group, as well as the strict quality control genes of the old brand "Foshan Ceramics", Shunhui Ceramics & Slabs has always been at the forefront of product innovation, not only having a rich and complete range of ceramic tiles specifications, designs, stable production capacity supply and excellent product quality. At the same time, it is an industry leader in product innovation, process progress, green and intelligent manufacturing, etc.
In the past two years, Shunhui Tiles & Rock Slabs has pioneered digital mold technology in China, which has pushed the presentation of concave and convex textures on the surface of ceramic tiles to an infinitely rich level, promoted the iterative upgrade of ceramic tiles' decorative properties,as well as the "Picture Stone" series, " The "Wen Ting·Guo Feng" series, the "Natural Dance" series, the rock slab series... each product and process innovation symbol shines out, leading the trend of the ceramic industry.
In terms of channel expansion,Faced with the fission trend of channel diversification and traffic fragmentation, Shunhui Ceramics and Stone Slabs has developed all channels, including retail, decoration, home decoration, engineering procurement, and designers. We are advancing hand in hand with other diversified channels and making a comprehensive layout; at the same time, we are leveraging new slate materials to extend our business scope deeply into the "big home" field. Through the omni-channel layout, Shunhui's ceramic tile and rock slab business has achieved multiple growth points, demonstrating strong brand tension.
For channel competition, Shunhui Ceramics·The rock slab layout is in full swing. On the designer channel, we have cooperated with many well-known domestic decoration companies to carry out design study tours, and cooperated with Guangzhou Design Week to carry out in-depth cooperation to hold the "Design for Happiness" China Residential Design Effect Competition... In the whole decoration and home decoration In terms of channels, Shunhui has launched all-round, diversified and in-depth strategic cooperation with nationally renowned decoration design companies such as Shengdu, Golden Mantis, Zhongbo, Monkey King, and Shanghai Jiayuan, and its influence and competitiveness have been significantly improved...
Ride the wind and waves and attack 2021! Through comprehensive efforts and breakthrough development in terms of brand power, product power, marketing power, channel power, etc., Shunhui Ceramics and Stone Slabs has expanded its territory and taken advantage of the current wave of reshuffle.
