On the afternoon of December 27th, under the guidance of the Foshan Ceramic Society and hosted and hosted by the China Ceramics Network, the "One Rock Nine Tripods" The slate industry development strategy summit and the 2nd "Golden Rock Award" award ceremony with the theme were grandly held at the Ceramic Theater of China Ceramics Headquarters in Nanzhuang, Foshan.
▲The event
The guests attending this event are:
Executive Chairman of Foshan Ceramic Society Xu Ping
Vice Chairman of Foshan Ceramic Society Huang Huining
Secretary-General of Foshan Ceramic SocietyHuang Bin
Visiting Professor of Jingdezhen Ceramics University, Chairman of China Ceramics NetworkOuyang Tiansheng
Foshan Sendi Building Materials Co., Ltd. Founder and Managing Director Chen Xiaodong< /p>
Guiren Xiuzhu, founder of strategic marketing consulting Han Feng
Chief Editor of NetEase Home News Center Zheng Zhe
Founder of Dajiaolu Nan Shunzhi
KIMS Rock Slab General Manager Li Xiaogang
General Manager of General Ceramics BrandLiu Xiaolei
General Manager of Owen Lai Stone Slab Division Deng Shaoqing
Founder of Haoxuequan Media Zheng Shousheng
……
The venue was full of distinguished guests, including society leaders, strategic marketing experts in the general home furnishing field, big names in the field of slate, and elites in the ceramic industry. Representatives of outstanding ceramic brands as well as representatives of media such as NetEase Home, Sina Home, Sohu Focus Home, Tencent Home, Ceramic Information, Taocheng News, Ceramic Information, Huaxia Ceramics Network and other media gathered together to witness an event that promoted the high-end of the slate industry. An annual event for quality development.
01 Value enhancement, empowering slate brands
In 2021, the "Golden Rock Award" selection will be held for the second time. The award is based on the purpose of "finding and commending benchmark brands of rock slabs and empowering the development of rock slab brands and the ceramic industry". It relies on the core advantages of the organizer China Ceramics Network, such as its high weight, large traffic and Baidu's authoritative news source website, to create a palace-level Professional rock slab awards are the goal to help the development of rock slab brands.
Xu Ping praised in his speech that in the era of brand economy, China as a media and portal Ceramics Network has recognized the importance of brands very early, and has raised the banner of ceramic brand building with the practical action of creating and organizing the "Top Ten Brands of Building and Sanitary Ceramics". Based on the success of the "Top Ten Brands of Architectural Sanitary Ceramics", China Ceramics Network followed the trend of the rise of slate and created the "Golden Rock Award", the first professional slate award in the building ceramics industry. At the same time, it also launched the "China Ceramics" Rock slab projects such as "Stone Slab Industry Research Institute" have built a platform for learning, communication, interaction and cooperation in the slab industry with solid work.
As the guiding unit of this event, Foshan Ceramics Society hopes that China Ceramics Network will take advantage of its accumulated heritage and network communication advantages over the years. , to build the "Golden Rock Award" into the "Golden Eagle Award" in the fields of rock slabs, building sanitary ceramics and even home furnishings. At the same time, it will also use the platform built by the "Golden Rock Award" to better serve the general public.Large ceramic companies and the entire industry.
Ouyang Tiansheng said in his speech that in the past two years, China's rock slab industry has experienced a transformation from the production line to The crazy surge has led to slate liquidation and vicious competition at low prices, and now it has gradually returned to rationality. Under this situation, slate brands should promptly withdraw from the quagmire of low-price competition and focus on brand building based on good products. The "14th Five-Year Plan" outline clearly states that "carrying out Chinese brand creation actions" and "enhancing the influence and competitiveness of independent brands". Stone slab brands should assess the situation. In the industry, companies are still competing for production and price, and brand building is almost blank. Make a strategic layout at the initial stage, let the brand take the lead and turn it into actual actions, and seize the dividends of people's hearts as quickly as possible.
He said that based on this background, China Ceramics Network took the initiative to assume the responsibility of empowering the development of slate brands and ceramics industries. , do not forget the original intention, keep the mission in mind, and rely on 19 years of far-reaching influence and high-weighted strong advantages to contribute to the value enhancement of the slate brand.
02 Collision of ideas, focusing on industry development
Since June this year, the development of rock slabs has encountered extremely unfavorable situations such as liquidation and vicious price wars, and has quickly fallen into the A trough. How to break through the slate? Is it feasible for ceramic companies to cross-border customized home furnishings with slate slabs? Chen Xiaodong and Han Feng opened up new ideas for the development of the stone slab industry with wonderful keynote speeches.road.
Chen Xiaodong used "Exploring Slate Branding" as the theme of his speech, combining his many years of design and research and development experience and brand management experience, and by carefully studying the success of well-known foreign slate brands, we analyzed the nature of the slate market and the operation system of slate branding. He believes that building a brand is "running a marathon", not a "sprint" and "luck", and it is necessary to find a suitable "rhythm". When building a slate brand, you need to think about how to resonate and attract consumers in the new era. The simplest way for rock slabs to break through is to benchmark stone benchmark companies and build products and operation systems according to the logic of natural stone.
Strategic marketing expert Han Feng is known as the "living marketing fossil" in the field of home building materials. The speech titled "Looking at the future life and death situation of rock slab customization from the perspective of the whole house customization industry" predicted that in the next 10 years, China's customized home furnishing industry will present a market pattern of "a hundred flowers bloom under the big tree", including Oppein, Sophia, Shang Popular first-line customization brands represented by Pinzhaipei Zhaipei, such as rock slabs, stainless steel, and balconies, will evolve into segmented customization brands.
He pointed out that rock slab companies should avoid four "Achilles heel" when entering the customized home furnishing industry across borders. First, they must understand the industry. If you don't know it well, the second is that the brand's values are distorted, the third is that the original resources cannot be expanded, and the fourth is that the process of the customization industry is copied.
Quickly from the highlight momentAfter reaching the trough quickly, "What's the next step, how to take the rock slab?". In the roundtable forum, the hostZheng Zhe and the five guests Nan Shunzhi, Li Xiaogang, Liu Xiaolei, Deng Shaoqing, and Zheng Shoushengfocused on the current situation, products, brands, channels, services, and future of slate. Discuss related topics.
Faced with the current situation in which rock slabs are in a trough, Nan Shunzhi believes that it is temporary and in line with the development laws of new things. Slate still needs to be slowly promoted by industries and enterprises. So far, rock slabs are still in the material stage and have not yet formed a brand. Brands represent trust and reliability, and consumers are more willing to choose professional brands.
Li Xiaogang pointed out thatthe entire operation model of slate must be new, and the previous methods of making ceramic tiles cannot be implemented or implemented. Fully integrated. There is great hope for some emerging slate brands to invest in research and development with a return-to-zero mentality. Slate is a kind of board. No matter which channel it is, it requires comprehensive coordination by designers to present delicious "dishes".
Deng Shaoqing said that after the price war of rock slabs this year, all brands are trying to differentiate their products in terms of product technology. Regarding craftsmanship, he believes thata brand should have core competitiveness, and the company’s R&D team should have experience and make its own things; at the same time, channels should be selected based on the specific conditions of the product and brand, not to Changing the track easily, "reaching too long"You may get nothing in the end.
Liu Xiaolei said that the process design of rock slabs should be considered from the perspective of which type of B-side or C-side the company wants to capture. To meet the needs of the supply chain, the biggest demand for furniture panels, countertops, etc. is actually the inherent quality of deep processing. At this level, the rock slab only needs to meet the corresponding physical properties.
Zheng Shousheng believes that in the future, services in the rock slab industry must be fully entrusted services, and rock slab brands do not necessarily have to be directly Yes, third parties will definitely appear in the future, and it is the manufacturer’s job to sort out the third parties.
03 One rock and nine tripods, a benchmark in the field of commendation
After many industry giants jointly contributed a wonderful feast of ideas, the event entered a grand commendation session.
The 2nd "Golden Rock Award" organizing committee has set up annual influential slate brands, designer-favorite slate brands, technologically innovative slate brands, home slate leading brands, and engineering recommended slate brands. Nine major awards include brand influence, technological innovation, design innovation, and application. Screening and evaluation were carried out in six dimensions: innovation, processing and paving/installation, and channel construction. Through online voting and expert review, 22 slate brands finally won the corresponding awards.
The awards ceremony was held in 9 rounds. Xu Ping, Huang Huining, Huang Bin and Ouyang Tiansheng respectively took the stage to present the 2nd "Jinyan Awards will be given to the winning rock slab brands in the selection.
The most influential slate brand of the year
▲Marco Polo slate, Xinmingzhu slate, Delifeng slate home furnishing, KIMS slate, General Ceramics·Stone
Designers love slate brands
▲Nobel slate, Huayan Pinzhi slate, Sendi slate
Technologically innovative slate brand
▲Bighorn Deer super wear-resistant slate, Melchi slate
Leading brand of home slate
▲Shunxing slate, Xinyansu Home Furnishing
Recommended rock slab brands for projects
▲Pushmai Slate, Wells Ceramics/Stone Slab
Consumers love slate brands
▲Oshennuo ceramic tiles, Owen Lai boutique slate
Application and channel innovation slate brand < /span>
▲Debosi smart home, beautiful ultra-thin slate
Excellent slate brand for architectural decoration
▲Dongpeng Slate, New Henglong Ceramics
Excellent slate brand for furniture and bathroom
▲Ino slate tiles, Wrigley composite light texture tiles
*The above rankings are in no particular order
In the warm applause to celebrate the award-winning 22 slate brands, the slate industry development strategy summit and the 2nd "Golden Rock" Award" award ceremony came to a successful conclusion. The event has ended, but the road to branding of rock slabs has just begun, and it is the mission of China Ceramics Network to help brand the slabs. As Ouyang Tiansheng, chairman of China Ceramics Network, often said, China Ceramics Network will adhere to its original intention and rely on the "Top Ten Brands of Architectural and Sanitary Ceramics" and the "Golden Rock Award" to walk with the brand, serve the brand, and help Brand growth.
