In 1993, Jinduo Tiles fully introduced Italian polishing production equipment, promoting the entire building ceramics industry from wear-resistant to Bricks are moving towards the development era of polished tiles, pioneering the category of ceramic polished tiles in China.
It has been more than 28 years now. Jinduo Ceramics has witnessed the growth of China's building ceramics industry from small to large. , the development process from weak to strong. Historical returns Golden Helm Tiles are thick and heavy, and the new era will lead to its rebirth. In 2020, Jinduo Tile won the award for its corporate standard Q/JD 3-2020 "Porcelain Glazed Tile" In the 2020 Enterprise Standards "Leader" organized by the China Institute of Standardization and relevant industry associations, Group President Chen Zhijie was even awarded the title of "Outstanding Young Leader of the Year"; in 2021, Jinduo Ceramics was once again recognized for its brand strength, and its trademark was selected into the key trademark protection list of Guangdong Province.
In May this year, Jinduo Ceramics launched a provincial "campaign" in the terminal market. What does it have to do with its brand development strategy in recent years?
Quality first, beauty secondly
Provincial-level linked terminal campaign
In May this year, Jinduo launched a "Quality and Beauty Home Decoration Festival" in the terminal market with "quality" as the first priority and "beauty" as the second. This event adheres to the life concept of "quality and beauty" and focuses on "aesthetics, quality, technology, and lifestyle"As the core, we expand a single product into a systematic and customized overall solution. Relying on solutions and smart consumption scenarios, we aim to establish effective links with users and meet the needs of customers for a quality life.
This activity promotes positive incentives between cities, stores, stores, clerks and different business roles through linkage. It adopts the method of ministry-to-ministry + external targeted assistance, and is launched in Jiangxi on a provincial basis. The first shot——
"From May 13th to 30th, Jinduo headquarters joined hands with a number of stores in Jiangxi to create a province-wide linkage event called "520 National Shopping for Love Decorating Homes". Since the event, 30 stores have invested in it in full swing During the emergency preparation, sales exceeded 5 million in just 18 days! ”
The reason why Jinduo chose Jiangxi as the opening battle of the "Quality and Beauty Home Decoration Festival" is because Jiangxi is Jinduo's sales province, with a dense distribution of store outlets and good customer relations. Over the years, dealers from all over Jiangxi, under the leadership of Jinduo headquarters, have conquered cities and territories and achieved fruitful results. Judging from the final results, the end market responded well.
Following the success of the "Quality and Beauty Home Decoration Festival" Jiangxi station in May, from June 10th to 20th, Jinduo headquarters pursued the victory and quickly launched provincial-level linkage in Hunan station together with dealers. From July 5th to 20th, Hubei Station and Shanxi Inner Mongolia Station were also launched, and the results will be available soon.
New quality and beautiful life
The beginning of a better life
In this year's provincial-level linkage terminal promotions, Jinduo Ceramics put forward the concept of "quality first" The slogan "Beauty will follow" comes from the brand strategy of "Quality and Beauty New Life" just proposed this year.
In April this year with "Jinduo Ceramics At the 2021 Dealer Annual Meeting with the theme of "Invading the Terminal, Co-building and Win-win", Jinduo Group President Chen Zhijie officially proposed the "Quality and Beauty New Life" brand strategy, which takes "aesthetics, quality, technology, and lifestyle" as the core to accelerate digital transformation, break through the industry structure with smart operations, and satisfy contemporary consumers in enjoying a quality and beauty new life. The proposal of this brand strategy is not only the inheritance and expansion of last year's "aesthetic golden rudder, technology leadership", but also the market change of "home ownership has transformed into home ownership." Deep understanding.
This brand strategy has begun to take shape as early as the Guangzhou Design Week in December 2020. Jinduo Ceramics debuted as an exhibitor at Guangzhou Design Week for the first time, featuring a unique cubic grid of letters and numbers. The "Gewu Zhi" theme pavilion interprets the craftsman spirit of "making good products"; with "good things" that combine aesthetics and technology such as slate, slate smart home, Greater than series, Jizhi 612 series, and healthy bricks to answer questions about future homes imagination; practice the path of a better life with details such as coffee music, dolls, and wish walls.
Chen Zhijie, President of Jinduo Group, believes that consumers’ increasingly diversified needs are essentially the pursuit of a better life. Brands should use this as a direction to guide the company’s product development and brand building, so as to provide consumers with attractive products. High-quality aesthetic products fulfill consumers' need to "pursue a better life".
As a ceramic tile brand, Jinduo Ceramics must not only adhere to "quality first", but also satisfy the general public. The requirements for beauty must also meet consumers’ expectations for health in the post-epidemic era. "Jinduo Ceramics should not only be a ceramic tile brand, but also a practitioner of a better life."
Tile China Tour
Quality and beauty of lifeThe beginning
On May 28 this year, Jinduo Ceramics and Sohu Focus Home jointly hosted the "Quality and Beauty New Life" Rock is the foundation" Jinduo Ceramics Panzhihua rock slab pavilion design salon wine party. The reception was themed on the opening of Jinduo Panzhihua Rock Slab Hall, and Mr. Li Tao, an outstanding young designer from China Architectural Decoration Association and design director of Jian·Design Office, was specially invited to attend and give a keynote speech on "On the Road".
Just before this design summit, the "Tile Design China Tour" Xi'an Station held in September 2020, Jinduo Ceramics specially invited Pan Yue, founder of Shanghai Pan Yue Architectural Design Office and star promoter of "Tile Design China Tour", and Executive Deputy Director of the Environmental Art Institute of the Public Art Institute of China National Academy of Painting and Professor of Xi'an Academy of Fine Arts. Wu Hao shared design cases with guests and discussed new directions for design development.
The "Tile Design China Tour" project is jointly organized by Jinduo Ceramics and Sohu Focus Home, aiming to In exploring the symbiosis of ceramic tile design and aesthetic life. Since 2018, Jinduo Ceramics relies on the IP of "Tile Design China Tour", through design journey, design The combination of stories and design stars will deepen the brand power, design aesthetics, design travel scene experience and other aspects, and introduce China's leading tourism company Ctrip to realize the cross-border design and marketing.
As a brand that has gone through ups and downs, Jinduo Ceramics not only continues to move forward on the road of self-development, but also actively assumes Corporate social responsibility. In December last year, Jinduo sent a message to Xinjiang UighursJiangbazi Township, Jiashi County, Kashgar Prefecture, Seer Autonomous Region donated a batch of floor tiles with a market value of about 2.8 million yuan (30,000 square meters, 108,000 pieces, which can directly solve the indoor floor laying of about 500 farmers in need) to help improve the difficulties. The living environment of peasant families contributes to the fight against poverty.
Such a company with strong strength and a strong desire for "quality and new life" has once again won the "Building Sanitation" award in 2021 after winning the honor of "Leader" in the 2020 Enterprise Standards and being selected into the Guangdong Province Key Trademark Protection List. Top ten ceramic brands list
On July 10, the 2021 "Top Ten Brands of Building and Sanitary Ceramics List" was grandly released online. In the selection of the 2021 "Top Ten Brands of Building Sanitary Ceramics" sponsored by the China Building Decoration Association, jointly organized by the Material Application Branch of the China Building Decoration Association and China Ceramics Network, Jinduo Ceramics stood out from many participating brands and won two heavyweight awards: "Top Ten Tile Brands" and "Designer Recommended Brands".
Jinduo Ceramics stated that it will continue to pursue a good life of "quality and beauty" to satisfy contemporary consumers. Wishes and imaginations for life and home. A new life of quality and beauty, Jinduo is always on the way.
(Author: Zhong Taojun)
