“Our original intention has not changed since our inception. We are dedicated to providing the best service to every Li Home customer, so that dealers have no difficulty in doing business.” The leader of Zeng Li Home Ceramics Brand said in an interview with China Ceramics Network Said, "We have 18 years of development history and good brand genes, but in the original stock market, now we need to differentiate more."
After 18 years of development, Li Home Furnishing has nearly a thousand sales outlets all over the country. One year has passed, what actions has Lijia launched in terms of differentiation strategy? What results have been achieved?
01
Design Innovation
Enhance brand height through design
Lee Home Ceramics takes innovation in product design as one of the sources of brand differentiation. Since 2018, Lee Home Ceramics has worked closely with designers to carry out a number of designer activities across the country. This year, through the " The series of designer activities with the theme "Look at the Power of Chinese Design" effectively links brands, dealers and designers, achieving the strategic goal of win-win cooperation.
At present, Lijia has held this theme event in Weihai Station, Shandong Province and Beihai, Guangxi Province respectively.
At Shandong Weihai Station on March 29, Lee Home Furnishings specially invited Zhang Yingmei YOYO, chief operating officer of the Jintang Award Joint Competition Area, to attend the "Weihai Sees China's Design Power - Jimei Design Private Collection" for Weihai Station designer elites Share "How to Create a Designer's Personal IP Era", telling how designers in the Internet environment should break through the limitations of the industry, how to break through the boundaries of customers' impressions of designers and their brands, and establish a credit system to gain new value. Recognize and create new wealth growth points. At Guangxi Beihai Station on June 24, Lijia continued the same theme and invited many designers to jointly study the aesthetics of ceramic tile matching.
The "Look at the Power of Chinese Design - Jimei Design Private Collection" series of activities organized by Li Home Furnishings are different from previous designer activities. They are specially designed for designers. Through "How to Create a Designer's Personal IP"Share the theme of "Era" and grow together with designers: Lijia uses its own platform to help designers create personal IP and increase the designer's popularity; the brand expands designer channels through designers and increases product signing rates. Both parties work together to achieve a win-win situation. .
In order to achieve better event effects, in the early stage of designer activities, Lijia continues to launch designer videos, posters, tweets, etc., through various platforms, such as Douyin, video accounts, public accounts, media platforms, etc. Dynamics drive the popularity of the event; dealers formulate annual channel cooperation plans and implement them; industry media promotes the event and enhances the brand; Li Home Headquarters integrates resources from all parties, outputs project plans, and coordinates planning.
According to insiders, this strategy of Lijia Furniture has achieved considerable results: through this activity, local dealers have increased their exposure, shortened the distance between the brand and designers, and enhanced brand awareness and influence. Feedback from the event was good.
02
Starry Sky Realm
The practice of brand differentiation
On April 28, Lee Furniture attempted to bring the mysterious, vast, bright and charming starry sky into the home living space, launching the Starry Sky Land slab/slate series with the bright starry sky as its creative source. This product series is undoubtedly a major achievement of Lijia's implementation of the brand differentiation strategy.
The Starry Sky Realm large slab/slate series uses crystallized dry glaze technology and utilizes the continuous reflection and refraction difference of light under different densities to bring the dreamy beauty of the vast starry sky into the world, and use ceramic tiles to interpret the visual effect of magnificent starlight. , dazzling and moving. Lijia takes into account the appearance and practicality of the products. In addition to the starry visual effects, this series of products also has the following advantages:
(1) Clear texture and delicate texture. The imported bright glaze is finely polished, allowing the product to present the 95º translucent light of natural luxury stone. The texture is exquisite and high-definition, creating a high-end and atmospheric sense of space.
(2) Tough and wear-resistant, lasting. The wear resistance reaches level 4. It can be paved in the corridors of homes and public places. It is hard and reliable and is not afraid of the baptism of time. It remains as bright and clean as new after being tempered, and it is as eternal as a diamond.
(3) High-definition inkjet, natural color of stone. Natural and rare stones are selected as the model, and ultra-high-definition inkjet is used to restore the true color of the stone. The thickness and clarity of the product surface are infinitely close to that of natural stone.
The Starry Sky Large Slab/Stone Slab Series is a new product series specially developed by Lee Furniture for new middle-class users. This is not only because the new middle class has certain financial capabilities, but also because they have quality requirements for a better life. This series is in line with the large slate slabs that are currently popular in the market, supplemented by starry skyThis eternal "beauty" of mankind will satisfy this market demand.
Building the Starry Sky Realm large slab/rock slab series into a differentiated product is not only the expectation of Lijia, but also the way of survival of Lijia. It is reported that consumers are very interested in this series of products after its launch. On the issue of whether this series can become a hot-selling product in the market, Lijia is full of confidence.
03
Intelligent production
It’s not just the products that are different
In the construction and ceramics industry, the model of production and sales determines how much productivity a company has to have a large market. In terms of production capacity, Lijia has added three new production lines in the past year and is committed to building an intelligent, green "unmanned" factory to implement its brand strategy.
On August 13, 2020, the third intelligent slate production line of Liju Furnace No. 1 was ignited. This is an automated production line that Lijia has invested heavily in introducing world-class advanced technology. It has stable production capacity and can meet the customization needs of various specifications and thicknesses, truly achieving customized production.
On March 28 this year, the intelligent production line of Lijia No. 6 wide-body kiln was ignited at the Zhaoqing production base. The intelligent slate production equipment used is equipped with cloud-controlled intelligent online signage, a comprehensive kiln energy-saving system, and 3Hi combustion air heating. system, special structure nano-insulation and energy-saving system, etc., it is one of the most advanced energy-saving roller kilns for large rock slab firing in China.
On May 13, the lighting ceremony of the intelligent slate production line of Liju Ceramics Kiln No. 5 was held, focusing on small and medium-sized slates such as 750x1500mm and 900x1800mm. In the firing part of the production line, the kiln is based on the three systems of Zhongpeng Kiln as the core to create a "Zhongpeng" kiln: the sensitive point monitoring system provides key data support for the digital production of the kiln; the Zhongpeng cloud control system can Store tens of thousands of firing curves, switch firing curves to production with one click, and share production details with customers online; the comprehensive energy-saving system of the kiln is implemented using new technologies and new materials such as the patented kiln flue gas recovery system and high-temperature combustion support, nanomaterials, etc. Green and energy-saving production.
In addition, in terms of terminal stores, Lijia has completely upgraded its headquarters exhibition hall this year, dividing the original display area into more detailed and complete areas, including the entrance hall, craft area, image lobby, Guest and dining room sample room, entrance hall, slate material selection area, 750×1500mm material selection area, 900× 1800mm material selection area, 800×2600mm material selection area and the crucial large slate board product exhibition area.
Through this series of solid actions, Lijia has achieved initial results in its brand differentiation strategy, and its brand influence has reached a new level. In 2021, after being selected into the "Guangdong Province Key Trademark Protection List" and being awarded the "Quality Co-governance" and Integrity Commitment Brand by Foshan Ceramics' Hundreds, Lijia once again won a heavyweight honor——
On July 10, the 2021 "Top Ten Brands of Building and Sanitary Ceramics List" was grandly released online. In the 2021 "Top Ten Brands of Building Sanitary Ceramics" selection sponsored by the China Building Decoration Association, jointly organized by the Materials Application Branch of the China Building Decoration Association and China Ceramics Network, Li Home Furnishing stood out from many participating brands and won the "Top Ten Brands of Ceramic Ceramics" "Three heavyweight awards: "Top Ten Modern Brick Brands" and "Designer Recommended Brands".
Good news
Moment of Honor
Li Home Furnishing said that in the future, it will further create differentiated advantages, continue to pioneer and innovate, keep up with the needs of the market and consumers, and strive to innovate ideal home life for consumers.
(Author: Zhong Taojun)
