At the beginning of 2020, the COVID-19 epidemic happened unexpectedly and gradually spread to the world. It became a typical "black swan" event in my country and even the world, disrupting the original situation. There is a social rhythm of life and economic order. As a traditional ceramic industry, it has also suffered a direct and obvious impact. The growth of many brands has slowed down, even experienced negative growth, and even closed down. However, strong brands can take the lead in innovating, breaking through difficulties and standing out in this difficult situation.
On July 31, 2020, the mid-year summary meeting and celebration banquet of Datang Hesheng Ceramics was held in the Foshan headquarters exhibition hall. Mr. Zeng Zhijian, chairman and general manager of Datang Hesheng Ceramics, was present at the meeting The semi-annual performance report was released. The report shows that in the first half of 2020, despite the haze of the epidemic, Datang Hesheng Ceramics still exceeded its sales performance in the first half of the year, with a year-on-year growth of 6.3%!
Mr. Zeng said at the meeting: "Crisis and opportunity always coexist, and overcoming crisis is opportunity." The sudden outbreak of the epidemic has, to a certain extent, Datang Hesheng Ceramics provides a development opportunity to achieve transformation and upgrading. The company promptly combines market factors and its own development situation, quickly adjusts its operation and management ideas, and injects G+ core competitiveness such as "modernity, technology, culture, health, art, and thoughtfulness" , actively empowering the reshaping of "brands, products, showrooms, channels, marketing", etc., and also laying a good foundation for enterprises to achieve growth against the trend.
The reason why the company can still maintain its tenacious corporate vitality in special times is inseparable from Datang Hesheng Tile's agile response, active response, and breakthrough awareness. It also shows that This reflects the brand's profound internal strength and brand style as a strong player in the industry. As a saying goes: "The more special the period, the more it can test the foundation of an enterprise."
Next, let’s analyze where the growth potential of Datang Hesheng Ceramics comes from.
Datang Hesheng PorcelainMr. Zeng Zhijian, Chairman and General Manager of Brick, spoke at the meeting
Culture is the core driving force for brand sustainable development
Culture is the soul of a brand and one of the core driving forces for the brand to maintain sustainable development. As one of the top 500 Asian brands with a brand value of 25.904 billion yuan, Datang Hesheng Ceramics has always taken Chinese culture as its soul, modern techniques as its shape, and ancient charm as its new style. In the name of "Modern Chinese Culture Advocate", Datang Hesheng Ceramics created the "Nuwa Mending the Sky" brand mark, the first modern Chinese cultural IP in the ceramic tile industry. Its well-known and moving story evoked modern people's beautiful yearning for "Chinese culture" and pursuit. It is full of brand cultural connotations of "making the past serve the present, adapting foreign things to China, combining Chinese and Western things, and integrating innovation", which makes the living space's "humanities, art, classics, health" and other beautiful life elements shine.
Digitalization crowns exhibition hall interaction and communication
Recently, the exhibition hall of the headquarters of Datang Hesheng Ceramics, which combines multiple functions of intelligence, practicality and aesthetics, has been successfully upgraded, marking the entry of Datang Hesheng Ceramics into a new G+ era. The G+ era will bring consumers a more modern, technological, artistic, healthy and considerate lifestyle. The newly upgraded headquarters is a digital interactive exhibition hall, a comprehensive display platform integrating various multimedia exhibition display systems. The integration of various high-tech technologies makes the exhibition hall very connotative and attractive. Through the combined application of video, sound, animation and other media, it deeply explores the art contained in products and spaces, giving the audience a sense of high-tech visual shock. Datang Hesheng Tile Exhibition Hall also brings the aesthetic elements of life from the past to the present. The design of the entire exhibition hall incorporates the beauty of the "Changwu Zhi" culture, an encyclopedia of lifestyles of the late Ming scholar-officials and aesthetic standards, and directly implements this beauty into daily life, re-examining the home aesthetics of ancient people from a modern perspective. .
Technology empowers product design and experience
Three new processes, the industry's original ISO star particle technology, CMOS original color processing technology, and PRO-level texture engraving, have developed innovative products that subvert tradition and the industry. , making a great contribution to creating green space for consumers. Among them, this season's new "International Luxury" series is jointly "designed" by domestic and foreign design masters, offering an ode to the richness and variety of product textures, the exquisite simplicity of product styles, and the best proportions of product specifications. Bringing more novel, trendy and healthier choices to consumers! (The "International Large" series product specifications include: 1600×3200mm, 1200×2400mm, 1200×2780mm, 900×1800mm, 750×1500mm.)
Terminal stores are blooming everywhere
In the face of a complex and ever-changing market, products are changing with each passing day and displays are constantly updated. Ceramic tiles are an important decorative element in modern homes. Use design to activate imagination and turn them into intuitive experiences. Space is particularly important. In order to provide consumers with a more considerate consumption environment and service experience, Datang Hesheng Tile has launched four "modern Chinese-style" store formats to meet different needs: flagship store, standard store, boutique store, and community Store assistance terminal. In the first half of this year, Datang Hesheng Tile Terminal has renovated hundreds of old stores, and dozens of new stores have sprung up all over the country in Chongqing, Haikou, Zhangjiagang, Huangpu, Langzhong, Xiangxiang, and Xintian.
Cultural and Creative Business School, empowering original culture
Datang Hesheng Tile Cultural and Creative Business School aims to unite many well-known universities, Shidao online university platforms, online and offline training platforms and outstanding dealers to provide The sales growth in the terminal market continues to empower the original culture of Guochao Ceramics!
Innovate marketing models and break traditional shackles
Datang Hesheng Tile’s innovative marketing model adopts the method most preferred by young people to reach consumers. The first sister of Ceramic Tile "appears" on the mainstream short video platform to interpret each boring decoration knowledge point in combination with actual scenes, so that consumers not only understand it, but also like to watch it; cloud live broadcast promotion activities deliver information to more targets Target; WeChat platform distributes tens of thousands of coupons to consumers as a "red envelope rain"... Innovative marketing models bring consumers a more realistic feel, more timely communication, and richer interactions, and become a good lubricant for terminals to increase conversion rates.
Diversified channels and coordinated development
With the advent of the information age, Datang Hesheng Ceramics, on the basis of maintaining and stabilizing the original marketing channels, actively follows the market trend, combines its own actual situation, and vigorously develops Diversified business channels: collaborative development of online and offline marketing platforms such as JD.com, Tmall, engineering, home decoration, and Internet decoration.
Deeply develop designer channels, step by step
2013-2019 has become the annual IDF International Design Forum for seven consecutive years.It has become a strategic partner of the conference, and has joined hands with Guangzhou Design Week to hold hundreds of designer tour promotion activities around the world, creating a unique series of activities "Building Dreams, Datang Hesheng Speaks for Chinese Design".
Multi-dimensional policies support terminals
Create a unique model of "profit upon opening" that can be seen, and continue to provide omni-channel and multi-dimensional policy support to terminals, as well as provide professional training and terminal stores Design, multi-channel media promotion and other comprehensive empowerment assistance.
Customized professional solutions crown performance improvement
Datang Hesheng Ceramic Ceramics’ professional service team conducts systematic management and development strategies for cooperative dealers, and achieves the four diagnostic tasks of "looking, smelling, asking, and feeling", that is, : Read more and do market research; listen more and understand the crux of market problems; ask more and look for market opportunities and competitor weaknesses; do more and diagnose market problems and provide customized professional solutions. In the first half of the year, hundreds of terminal opening promotions, group purchases, home expos, alliances and other activities were customized by the headquarters based on actual local market conditions. In addition, the terminal training implements the "1+N" training model, that is, the headquarters holds a "I am a sales leader" national sales elite special training camp throughout the year, and the terminal holds N point-to-point trainings with different themes as well as online live training. This will improve the sales performance of terminal dealers in all aspects.
Take social responsibility and let the brand convey warmth
During the epidemic, mass consumption was forced to press the pause button, and an unprecedented test was placed in front of the people across the country. As a first-line ceramic tile brand, Datang Hesheng Ceramics has the obligation to shoulder its due social responsibilities. When the epidemic situation became increasingly tense, Datang Hesheng Ceramics worked actively and purchased tens of thousands of masks overseas to give to customers. Although in special times, the brand cannot reach users as frequently as usual, through the embodiment of social responsibility, a stronger relationship between the brand and customers has been established, and the brand warmth of Datang Hesheng Ceramics has been successfully conveyed to the public mind.
In the first half of the year, Datang Hesheng Ceramics’ outstanding performance and market performance not only actively explored changes and made multi-dimensional efforts to break through the situation, but also benefited from Datang Hesheng Ceramics’ long-term The construction and accumulation of comprehensive strength since then. Datang Hesheng Ceramics has practiced internal and external training through innovation in marketing models, implementation of quality upgrades, and active development of projects. It is foreseeable that Datang Hesheng Tile's performance will continue to improve in the second half of the year.
(This article is provided by the enterprise)< /p>
