In recent years, due to the severe impact of factors such as overcapacity, channel fission, consumption upgrading, and iteration acceleration, the building and ceramics industry has been increasingly reshuffled, and the Matthew Effect has become increasingly prominent. Only by accurately grasping the pulse of the industry, following the trend, and seeking innovation and change can architectural ceramics brands win a place in the unprecedentedly fierce competition.
In the past, Shunhui gave people the impression that it was strong but low-key and pragmatic. It rarely relied on advertising to promote the brand, but quietly focused on its products, winning the market with quality and building a reputation - plasterers and consumers who had come into contact with Shunhui praised it. "A ceramic tile brand with excellent quality", industry insiders who understand Shunhui believe that it has the strength of the "hidden champion" in the building ceramics industry.
Around 2018, Shunhui's "style of painting" changed - in addition to continuing to focus on products, he also began to make full efforts in brand marketing. Through innovative marketing, upgrading the brand and adhering to ingenuity, he embarked on the "cheating" journey. road".
01
Innovative marketing, revitalizing with content
After changing the concept of "the aroma of wine is not afraid of the depth of the alley" in the fierce market competition, Shunhui spared no effort to invest heavily and boldly innovated marketing. In May 2018, he signed a contract with film and television superstar Li Bingbing as the brand image spokesperson, and later in 2020 In May, he renewed his contract with Li Bingbing.
Li Bingbing's excellent qualities of striving for perfection in her works, focusing on family ties, and being enthusiastic about environmental protection (she is the global promotion ambassador of WWF's "Earth Hour" and the international goodwill ambassador of the United Nations Environment Program) are the same as those of Shunhui who has been working diligently for more than 20 years. Every brick coincides with the brand values of creating a "smooth living space" that is people-oriented and integrating nature and man, and practicing green development with green production and green products. The high degree of fit between the two has pushed celebrity endorsement brands in the field of building materials and home furnishings to a new level.
Taking Li Bingbing’s endorsement as an opportunity, motivation and starting point, Shunhui invested heavily and launched a wonderful marketing combination: successively featured in central media such as CCTV and “Voice of China”, as well as high-speed railways, airports, anti-aircraft artillery, and buses. , elevators and other outdoor media to place advertisements; cooperate with CCTV, Baidu, Sina, Tencent,Portal websites such as Pacific Home Furnishing Network and China Ceramics Network have carried out in-depth cooperation; they have successively opened Douyin, Taobao, and JD.com live broadcast platforms, and made full use of WeChat public accounts, WeChat service accounts, WeChat video accounts, Weibo, Taobao, JD.com and other self-media platforms to express their voices ;Create "516 Super Brand Day" and build brand IP; continue to promote the company through filming sitcoms and holding various activities such as "Shunhui Hero Island Design Competition", "Shunhui Charity Lecture Hall", "Shunhui Design China Tour", etc. Output high-quality original content...
During the "516 Super Brand Day" in 2021, it received more than 100 million exposures, which is a strong proof that this marketing combination has achieved excellent results.
Relying on innovative marketing and Li Bingbing’s strong influence, Shunhui has radiated endless brand vitality with rich content. Brand awareness, reputation, attractiveness, influence, etc. have been significantly improved, gradually occupying the The consumer mentality is increasingly recognized in the market.
02
Upgrade the brand and forge the soul with culture
Since the second half of 2017, Shunhui has been continuously upgrading its brand logo, headquarters exhibition hall, advertising slogans, mascots, etc., using its unique brand culture "Shun Culture" to continuously forge its soul and provide marketing innovation. image and cultural support.
In the second half of 2017, Shunhui upgraded its brand logo and headquarters exhibition hall at the same time. Its new brand logo means the combination of East and West and the interplay of Yin and Yang. It not only inherits and carries forward China's fine traditional culture, but also learns from advanced Western concepts. It shows its confidence and pride in brand culture and national culture and its broad mind. It is said to be one of the most perfect brand logos in the building ceramics industry that combines appearance and connotation; the upgraded headquarters exhibition is both consistent with the "smooth living space" it has always advocated and advances with the times, showing a stunning collision of classics and modernity, and a new A style that blends Chinese style with industrial Feng Shui. The landscape painting facade is made up of 429 pieces of 900×1800㎜ thin plates, implying smooth wind and water. It is unique in the building ceramics industry, and its unique product development and application designThe styles complement each other, creating a burst of "the most dazzling national style" in the building ceramics industry.
Soon after, Shunhui upgraded its brand slogan from "Shunhui Ceramics, Shunhui China" to " Shunhui Ceramics, quality expert, winner of life" vividly conveys the spirit of taking quality as life and dedication in the past 20 years since its establishment The brand concept of making every brick well is consistent with its unremitting pursuit of creating a "smooth living space" for users and the craftsmanship spirit advocated by the country.
On the 2020 "516 Super Brand Day", Shunhui's mascot "Shunbao", which means Shunhui's lucky treasure, has been newly upgraded to look "all white, wearing a red jersey, wearing a 'Smooth' medal, and '666' on its head" The cute and positive image has shortened the distance between Shunhui and consumers.
Currently, the classic slogan "Shunhui Ceramics, quality expert, life winner" has resounded throughout the industry , spread throughout the market, which is a vivid commentary on Shunhui's great success in brand upgrade.
Compared with some architectural ceramics brands that lose themselves, completely westernize, and lose their original advantages due to blindly following the trend and eager for success, Shunhui has a clear understanding of its original intention and advantages and upgraded them, which is undoubtedly very valuable.
03
Adhere to ingenuity and build a solid foundation with quality
Shunhui's remarkable achievements in marketing innovation and brand upgrade are ultimately inseparable from the solid foundation built by its products.
When Shunhui was founded in 1998, it established the development philosophy of taking product quality as its lifeline. Chairman of Shunhui's parent company Shuncheng Group, known as "o; Liang Youfu, a representative of craftsmen in the first generation of reform and opening up, believes that “quality development must be the core of an enterprise.” Peng Changhua, vice president of Shuncheng Group and general manager of Shunhui, also believes that, “Whether it is seeking development or resisting risks, product quality That’s the hard power of the brand."
While enhancing brand influence and creating brand IP, Shunhui adheres to the consistent ingenuity spirit of demanding quality and puts more energy on products: following the launch of star products that have attracted much attention in the industry in 2018 After "Picture Stone", in 2020, the 400×1200 mm "Natural Dance" series, 800×2600×6mm background wall series, 800×2600×15mm small rock slab series and 900×1800mm "Great Beauty World" large slab series were launched. Four product series; this year, the "Wen Ting·Guo Feng" series, which redefines the beauty of domestic products with original Chinese charm and 6 new high-luxury craftsmanship, is launched to inspire Chinese people's deep love for gardens and create a product more suitable for modern people. A new residence with Chinese style to live in.
Shunhui's strong product strength comes from Shuncheng Group. Data from the "2020 Ceramic Industry Long March - National Ceramic Tile Production Capacity Survey" jointly sponsored by the China Building and Sanitary Ceramics Association, the China Ceramics Industry Development Foundation, and the "Ceramic Information" newspaper show that Shuncheng Group has an annual production capacity of over 100 million square meters. With its huge production scale and strong intelligent and intelligent manufacturing capabilities, it has become one of the "Top 10" in China's ceramic tile production capacity and intelligent manufacturing. It is one of the few giant enterprises in the building ceramics industry that can be called an "aircraft carrier".
On August 15, 2020, China's first comprehensive and composite slate research center "China Ceramic Slate Research Center" integrating product research and development, intelligent manufacturing, talent training, academic exchanges, processing applications and other functions "Established in Shuncheng Group; on March 15, 2021, Shuncheng Group's fifth slate intelligent production line was ignited and put into operation... Shuncheng Group'sResolute investment and taking the first step in the field of board have allowed Shunhui to stand at the forefront and front-runner in the construction and ceramics industry.
As the first brand and the earliest established brand under Shuncheng Group, Shunhui has been endowed with great energy and has naturally become the leader of Shuncheng Group and its leader Liang Youfu’s concept of “quality development as the core”. Best practice representative.
It is precisely because of following the trend and being down-to-earth in innovative marketing, upgrading the brand, and adhering to ingenuity that Shunhui can continue to enhance its brand power and reach agreements with powerful decoration companies such as Golden Mantis, the largest decoration company, and Shengdu, the leading company in the field of decoration. The in-depth strategic partnership has successfully expanded sales channels and achieved outstanding results despite the severe environment of overcapacity, channel fission, consumption upgrading, and accelerating iteration without retreating.
From the "hidden champion" in the construction and ceramics industry to the vanguard and leader, Shunhui's development continues to move forward...
(Author: Zou Sijin)
