Hundreds of companies compete for the current, and the one who presses ahead is the first; the one who hits the water in the middle of the stream, and the one who advances bravely wins.
In 2020, an unprecedented global crisis has halved the global economy. At the same time, affected by domestic real estate regulation, construction and ceramics companies are facing "attacks from both internal and external forces." At the juncture where the entire industry is braking, Mona Lisa unsheathed her sword and attacked against the trend. With precise strategies and forward-looking vision, she still showed an extremely strong development momentum in the environment of year-on-year decline in the industry. In pursuit and competition Amidst the intertwining of struggle, struggle and rise, we move forward with perseverance, achieve growth against the trend, and stand proudly at the forefront.
Production capacity expands against the trend, and digitalization enables transformation and upgrading
The Mona Lisa production base in Teng County, Guangxi was built in March 2019. The four production lines in the first phase of the first phase were officially put into operation in April this year, with a daily output of over 90,000 square meters. This is an "artistic, green and intelligent" benchmark production base created by Mona Lisa through deep integration with the industrial Internet. It implements digital and information management and achieves highly automated production.
2020 is a year for Mona Lisa to make drastic changes in investment and production expansion. Three production lines in the first and second phase of the Tengxian production base in Guangxi were put into construction, and three high-performance ceramic plates at the Xiqiao production base in Foshan were made green and intelligent. The chemical production line was built and successfully ignited. Country Garden Venture Capital invested 200 million yuan to invest in the Tengxian production base in Guangxi. This series of measures will further optimize the Mona Lisa production capacity structure, thereby enhancing the company's overall comprehensive strength, enhancing the company's profitability and sustainable development. ability.
Driven by technological innovation, focusing on key core technologies
Only innovators advance, only innovators are strong, only innovators win. Vigorously promote scientific and technological innovation, strive to break through the key core technologies of architectural ceramics, and continuously charge towards the peak of science. In 2020, Mona Lisa launched high-strength ceramic panels, whole-house healthy customized ceramic panel (brick) systems, light-transmitting panels, etc. Domestic leading and internationally advanced technologies and products continue to innovate the development skyline of the new ceramics industry. As of December 2020, a total of 929 patents have been obtained, and many scientific and technological awards have been won, including the first prize of Shaanxi Province Science and Technology Progress Award, the first prize of Light Industry Federation Science and Technology Progress Award, and the first prize of Building Materials Federation Science and Technology Progress Award.
Upgrading the "core" condenses the driving force for scientific and technological innovation. In August 2020, the Mona Lisa Research Institute was established, bringing together many cutting-edge subject research platforms, R&D centers, design innovation centers, and energy management centers to create top domestic and foreign It is a gathering place for outstanding scientists and their scientific and technological teams, the source of major and important innovative achievements, and a high-level scientific research center.It is a training base for technical talents and provides important support for Mona Lisa to accelerate the construction of a scientific and technological innovation center with international influence.
Innovative products cross boundaries and open up a new blue ocean in the large home furnishing market
Faced with the wave of transformation of large-scale home furnishings, Mona Lisa continues to adjust and optimize its product structure, taking innovative products as a pioneer, and launching series such as Galaxy Stars, Time of Fenghua, Roman Granite, Norwegian Forest, and Mona Lisa Slate. New products have built a full range of product systems such as ceramic tiles, ceramic sheets, ceramic large slabs, and ceramic rock slabs, and comprehensively pioneered and led the development trend of China's architectural ceramics.
Driven by the fine decoration and prefabricated building policies, Mona Lisa has launched a strategic layout for large home furnishings and continuously extended the product chain in depth. In June, it proposed a high-definition strategy for rock slabs and joined hands with brands such as Federal Furniture to build rock slabs. The board and high-definition ecosystem launched high-performance healthy ceramic boards (bricks) in August, entering the healthy home segment. In December, it officially launched strategic cooperation in the national stone channel slate customization, providing new possibilities for the development of slate channels in the ceramic industry. From architectural decoration to home customization, and even cross-border furniture, electrical appliances, and lighting application fields, cross-border integration has become the main theme of Mona Lisa's product innovation in 2020.
Marketing strategy upgrade, multi-dimensional efforts to achieve growth against the trend
Market competition has further intensified, and industry concentration continues to increase. Mona Lisa rose to the challenge and opened a new chapter in the changing situation, focusing on the strategy of "big ceramic tiles, big building materials, and big home furnishings" to drive the "retail + engineering" dual-core market, actively sinking channels, and quickly penetrated into the township-level market. We will speed up store construction, store upgrades and network layout, continue to strengthen strategic cooperation with leading real estate companies, and achieve simultaneous success in real estate strategic cooperation performance and terminal retail performance, each leading the way.
There is no traditional industry, only traditional thinking. Facing the "new normal" of the market, Mona Lisa changed its original marketing model and made more active and effective innovative attempts from event promotion to brand promotion. . In 2020, live broadcast e-commerce pressed the accelerator button. Under the guidance of Internet thinking, Mona Lisa actively explored the construction of closed loops of online and offline channels and launched a series of innovative marketing changes. "Super product live broadcast, hard-core welfare" in February, Douin home home festival in March, 520 Love Home Together in May, 618 Lianwen large board new product launch live broadcast in June, tribute to the hero city Wuhan special event, poetic renewal home Double Eleven Live broadcast...Mona Lisa continues to pursue success on e-commerce platforms such as JD.com, Tmall, Suning, and short video social platforms such as Douyin and Kuaishou. By taking turns to live broadcast online, it can accumulate customers online and complete transactions offline.
Digital upgrades can allow consumers to experience "more accurate", "more timely" and "more thoughtful" experiences. Mona Lisa applies Internet technology and smart devices, driven by digitalization, to establish a member MCS system, smart stores, and design cloud platforms, combining Mona Lisa home consultants, Mona Lisa designers, ceramic slabs, and ceramic rocks We build service applets such as boards to connect online and offline member, product and service systems, reconstruct traditional retail people, goods and stores, and achieve a new consumer-centered shopping experience. These innovations in marketing models bring consumers What goes there is not only the display of brand strength, but also the upgrade of services.
Mission leads the future, responsibility is fulfilled
Being steady and long-term with responsibility, fulfilling commitments and making progress, Mona Lisa actively fulfills social responsibilities, participates in public welfare undertakings, takes the initiative to assume corporate responsibilities, donates 2 million yuan to support the Hubei epidemic, and actively supports local epidemic prevention and control work. We will deepen the paired assistance between villages and enterprises, and help poor villages to remove their hats through purchases and donations... Mona Lisa is concerned about the national crisis and has the courage to shoulder heavy responsibilities, demonstrating the mission and responsibility of Mona Lisa people.
Inexhaustible power is like trickling streams that merge into rivers. On the journey of 2020, Mona Lisa bucked the trend and maintained a trend of continuous, steady and healthy development. It continued to grow and lead the industry. Signed a contract to be the official ceramic tile supplier of the 2020 Dubai World Expo, signed a contract to become the official exclusive supplier of architectural ceramics for the 19th Asian Games in Hangzhou in 2022, has been listed as an environmentally friendly and honest enterprise in Foshan for 5 consecutive years, obtained the first batch of Chinese green product certifications, and won the 2020 Low Carbon Model , was awarded the Top 50 Most Valuable Small and Medium-sized Board Listed Companies in 2020 and the Social Responsibility Award... Looking back at Mona Lisa over the past year, each shining moment is injecting infinite power into Mona Lisa's progress.
Moving forward, we are more ambitious. Facing the more complex situation in 2021, let us join hands to swim against the current, dance in the wind, and create a new situation together.
