In recent years, the development of the ceramic tile industry has slowed down and competition has intensified. Wrigley Ceramics has bucked the trend with "innovation" as a good solution. In order to seek greater development, on April 19, the 2021 Wrigley composite light texture brick brand strategy and super product launch conference was grandly held in Foshan, China. Dealers and more than 30 media from all over the country gathered at the scene to witness the birth of Wrigley Ceramics’ new brand strategy and new product matrix.
The conference kicked off with a speech by Group Deputy General Manager Lu Jinhui. He said in his speech that the market is changing rapidly. As long as Wrigley keeps abreast of market trends, adhering to its mission of improving the quality of human home life and beautifying living spaces, it will open up a new track in the fierce market competition with new categories and set a good example for industry innovation. A new benchmark will surely achieve a newer and higher leap in 2021.
01
Return to the nature of ceramic tiles
Get out of the innovation dilemma
Cheng Zhen, general manager of the ceramic tile business unit conducted an in-depth analysis of the current situation of the ceramic tile industry. He believes that blindly pursuing precious stones and writing unnecessary articles on the ceramic tiles are the dilemmas of industry innovation. industry practitioners need to penetrate the fog of confusion and re-understand the essence of ceramic tiles.
What is the essence of ceramic tiles? Cheng Zhen led the guests on the scene to have a rational thinking. When the ceramic tiles are laid at home, they are the background of the home space; so choosing ceramic tiles is the background of the space.
So what is the ideal space background? After careful analysis, Cheng Zhen believes that the ideal space background should have the following characteristics - simplicity, comfort, and white space. Coming to this conclusion opens up new possibilities for product innovation.
02
Opening up a new track for "composite light texture bricks"
Reshape strategic advantage
What kind of tiles can create such an ideal space background? After countless discussions and extensive research and evidence collection, the Wrigley Ceramics team found that only ceramic tiles with simple and unobtrusive textures, low saturation and versatile colors, and natural textures can create stylish, durable products.space. According to the current terminal situation of Wrigley Tile, this conclusion coincides with the selection criteria of Wrigley Tile's mid-to-high-end consumer groups.
Based on the analysis of the above market opportunities and consumer groups, combined with Porter's competitive strategy theory, Wrigley Ceramics adopted a differentiated focus strategy and officially released "Focus on Composite Light Textured Bricks The brand strategy of "providing users with the most ideal background for their home spaces" has been implemented. It has also built a composite light texture BCT research and development model, which is developed from the three dimensions of texture brightness difference, color saturation and texture three-dimensionality, and is committed to "making the space more diverse". "Some blank space" provides consumers with a more comfortable living experience.
▲At the brand strategy launch ceremony, leaders and dealers supported the shocking launch of Wrigley·composite light-grained bricks.
03
The new product matrix is unveiled
Explode product marketing power
After the release of the brand strategy, Cheng Zhen launched a symbolic product of composite light texture - the "book fragrance" light texture series. "Three meters away is solid color, within one meter there are details", with unique composite light textures, comfortable and stress-reducing colors and new production techniques, it enhances the taste of home space and sets off the style and temperament of the home.
In addition to the release of super products, Wrigley Ceramics has launched a2021 new composite light texture product matrix, including two major categories, five major series, 135 SKUs and 10 major specifications of products,covering the entire house application scenario. In addition, terminal stores have also been upgraded to fully optimize the "product + experience" consumption scenario. From research and development to production, from products to sales, we will improve product marketing capabilities in all aspects.
The conference also invited product strategy consultant Luo Hangyan to explain to the guests how to build brand competitive advantages through product dual-core marketing theory. Luo Hangyan believes that Wrigley·composite light-grained bricks, because of their uniqueThe value point and huge product core competitiveness will definitely promote the core explosive power of Wrigley ceramic tiles and provide strong potential for the rapid development of the brand.
New definitions new heights. In 2021, Wrigley Ceramics will lead the industry in the era of composite light texture, and is committed to creating an ideal home space for consumers and providing consumers with more high-quality and tasteful products.
