From the end of December 2020 to the beginning of January 2021, all ceramic companies are busy with one thing, and that is the annual dealer meeting. As the most important meeting of the year for ceramic brands, the annual dealer meeting is not only a day for brands and dealers to gather to express their feelings to each other, but also an important way for brands to communicate their strategic plans for the new year.
To appreciate the excitement of the annual meeting of ceramic brands and gain insight into the strategic plan for 2021, China Ceramics Network has launched 2 issues of "China Ceramics Annual Meeting". Today, Zhongtaojun once again embarks on a trip to the annual meeting to show you the big moves of well-known brands such as Jinyitao, Asia, and Xinzhongyuan in 2021.
1
Jin Yitao
Theme: Innovation and change·Grasping iron leaves traces
From December 28th to 29th, 2020, the 27th Jin Yitao Heroes Meeting was held in Jingdezhen, Jiangxi Province. As my country vigorously promotes the transformation of industrial structure and promotes green and high-quality development in the new era, it is of great significance that the Jinyitao Heroes Association once again landed in Jingdezhen after 13 years.
Innovation and change, grasping the iron will leave traces. At the meeting, He Gan, chairman of Jinyitao Group, fully affirmed Jinyitao’s work results in 2020. He said, "2020 is a new starting point for Jinyitao's three-year development strategy, and it is also the year of climbing for the implementation of the "one core and two wings" layout." Facing future challenges, Jinyitao should focus on the "one core and two wings" products Effectively improve 3.0 store management and dealer management capabilities.
Promote the integration and innovation of industry, academia and research. At the meeting, Jinyitao Group and Jingdezhen Ceramics University signed a strategic contract to jointly organize the "Jinyitao Texture Cup Student Creative Design Competition" to explore and expand school-enterprise cooperation and empower Jinyitao High-quality development provides new impetus.
Adapt to changes and adapt to multiple layouts. At the meeting, Jinyitao Group laid out its development strategy for 2021. Jinyitao Gold Slate: It will create its own through multiple dimensions circle of friends and moat, create differentiated value with high quality and innovative aesthetic design, and seize the right time, place, and people to detonate the brand. Golden Green Energy Technology: Continue to develop industrialized technologies and new types of efficient disposal of bulk solid waste resources. The research and development of green building materials application technology and prefabricated green low-energy construction technology will expand new space and build new advantages for the transformation and upgrading of the traditional building ceramics industry.
The layout is far-sighted and attracts deep attention from all walks of life. In 2020, Jinyitao has made significant progress in promoting the transformation and upgrading of Jinyi ceramic tiles, Jinlun energy new materials, and gold slate home furnishings, and creating a green, smart, and customized large home ecological industry. , especially as a representative of Foshan's modern architectural ceramics industry, it has in-depth cooperation with Jingdezhen's ceramic culture industry and has received support and praise from government leaders from all walks of life. Sun Xin, deputy mayor of the Jingdezhen Municipal People's Government, said that Jin Yitao's development plan is deeply consistent with Jingdezhen's urban planning, which is exciting. Cheng Xinyu, deputy secretary of the Fuliang County Committee of the Communist Party of China and head of the Fuliang County People's Government, has full expectations for the development of Jinyitao, "I hope that Jinyitao will continue to improve its technological innovation and green development system and establish a matrix R&D capability layout and cross-industry Collaborative capabilities platform to promote industrial integration and upgrading. ”
2
Asian Tiles
Theme: Breakthrough, HOLD, and start again
On January 8, 2021, the Asia Group Annual Meeting was held simultaneously at the InterContinental Hotel Jing'an in Shanghai and at the Foshan branch venue in Guangdong. Lu Weijia, chairman and president of Asia Ceramics Group, released four major strategies on site to start Asia Ceramics’ extraordinary 2021.
On the morning of that day, Asia East China Marketing Center grandly opened. The brand experience exhibition hall was themed "Exploring Boundaries, Racing for the Future". Focusing on "Scientific Habitat, Healthy Life"uo;'s core product concept provides a series of surface material solutions for living spaces from a sustainable perspective.
Asia has fully launched high-speed rail and high-speed advertising, covering 364 high-speed rail station waiting halls and 93 national high-speed aortic tolls station, strengthen brand awareness, go all out to expand business across the country, and sound the clarion call for the brand to advance at full speed in 2021.
The signing of the land acquisition contract for Asia's Office Center and New Materials Industry Base marks that Asia has entered a new journey of development and accelerated its pace towards globalization.
Asia Asia has not forgotten its original aspirations, adhering to 48 years of professionalism and officially starting its IPO journey.
3
Jinsi Yuma Ceramic Tiles
Theme: New Heights·Golden Future
On January 8, 2021, the "New Height·Golden Future" Jinsi Yuma 2021 Brand Strategy Summit and the opening of the K Gold Slate Exhibition Hall were held at the Foshan headquarters.
Jinsi Yuma has always been recognized and praised both inside and outside the industry for its iconic K gold ceramic tiles. In October 2020, Jinsi Yuma once again innovated, perfectly combining karat gold and rock slabs, and launched the industry's first karat gold slate slab, which aroused enthusiastic attention in the industry. In the morning of the same day, Jinsi Yuma K gold slate exhibition hall was grandly opened. Zhang Yundang, managing director of Zhang's Enterprise, announced that Jinsi Yuma will officially cross-border layout in the large home furnishing field with K gold slate, expand the brand scale and influence, and embark on a differentiated path.
Zhang Yundang, Managing Director of Zhang Enterprises, delivered a speech at the opening ceremony
In addition, at the Brand Strategy Summit, Jinsi Yuma not only announced its brand performance in 2020, but also made detailed plans for brand development in 2021 from aspects such as marketing, products, channels, etc.
Upgraded brand slogan: At the meeting, Zhang Yunshu, chairman of Zhang's Enterprise, announced that in order to comply with the current brand development tone and the times In terms of aesthetics, Jinsi Yuma has upgraded the advertising slogan that has been circulating for 15 years "If the decoration is luxurious, use Jinsi Yuma" to "Jinsi Yuma ceramic tiles, high-end, fashionable, with a touch of gold".
New brand strategic layout: Yang Weiwei, deputy general manager of Zhang's Enterprise and general manager of Jinsi Yuma brand, said that in 2021 , Jinsi Yuma will pave the way with brand upgrade, lead the way with product upgrade, build the road with marketing upgrade, pave the way with empowerment upgrade, and further make efforts in product, image, culture, promotion and other aspects to enhance brand influence.
Outstanding channel performance: He Zhen, director of Jinsi Yuma’s K gold operation and management center, announced that Jinsi Yuma’s 2020 The sales volume has maintained a 32.1% increase, and has achieved considerable results in the four major channels of designers, distribution, engineering, and decoration companies. Wu Dechu, director of the Jinsi Yuma Brand Strategic Cooperation Department, revealed that Jinsi Yuma actively expanded cooperation with decoration companies in 2020. Among them, 104, 76 and 78 decoration companies were signed for the landing activities in Zhangjiakou, Tangshan and Zhumadian respectively.
4
Xin Zhongyuan Ceramics
Theme: YING Change · New Track
January 10, 2021, with “The 2021 Xinzhongyuan Ceramics National Dealer Annual Meeting with the theme of "YING Change·New Track" was held grandly at the Foshan Hilton Hotel and the Xinzhongyuan Ceramics Headquarters Exhibition Hall.
At the meeting, Huo Jianquan, President of Xinzhongyuan Ceramics Enterprise Group, delivered a speech and said that in the future industry context with increasing brand concentration, he hoped that dealers would cherish the first-line brand of Xinzhongyuan Ceramics, and pointed out that Xinzhongyuan Ceramics Yuan CeramicsThe "three major plans" to lay out new tracks in 2021: increase ceramic production capacity, vigorously promote prefabricated buildings, and promote the new Zhongyuan smart home interior decoration main material material platform .
Brand Marketing: At the meeting, Zhang Lei, general manager of marketing of Xinzhongyuan Ceramics, delivered a speech, clarifying that Xinzhongyuan Ceramics is based on rock It focuses on the "new product track" and "core track" focusing on panel and prefabricated interior decoration, and proposes a "three-dimensional brand communication" strategy, covering outdoor advertising throughout the year, comprehensively linking to new media traffic platforms, and deepening Create "China Design Star" IP and transform it into national regions, as well as empower dealers.
Original development:As an original pioneer in the industry, Xinzhongyuan Ceramics has always adhered to the philosophy of "new and new high-quality products, an endless supply" idea. In 2021, Xinzhongyuan Ceramics will extend from original product development to space solutions, and work with Mr. Shao Weiyan, founder of Zhugongfanmu Design Research Laboratory/China Design Star D4 Mentor, to develop "Enlightenment Original Space".
Channel efforts:On that day, under the witness of heavyweight leaders of industry associations/media, big names in the home decoration industry and other guests , Xinzhongyuan Ceramics and Shengdu Decoration held a signing ceremony for strategic cooperation of "one new one hundred million". In this deepened cooperation, both parties will give full play to their own advantages and create a better home experience for consumers with the "small goal of 100 million"
New exhibition hall experience: In the afternoon, the new exhibition hall of Xinzhongyuan Ceramics opened. Dealers and media friends came to the headquarters exhibition hall to experience the newly renovated "Xin Zhongyuan Residential" fully customized prefabricated interior and high-end living space, and to observe YOUNG+ antibacterial marble tiles, luxury stone slates, luxury stone slabs, and dazzling New products such as light glaze.
5
QD Tiles
Theme: Houlang·Dare to think and act
From January 6th to 8th, 2021, the 2021 QD Ceramic Tile National Marketing Summit with the theme of "Later Wave·Dare to Think and Dare to Act" was held grandly at the Ovis Hotel in Zhaoqing, Guangdong.
In 2020, QD Ceramics doubled its growth despite the adverse trend; in 2021, QD Ceramics is ready to take the initiative.
Group support: At the summit, Xiao Libiao, director and president of Mona Lisa Group, said that in 2021 the group company will support QD’s operations. The goals and investment plans remain unchanged, and we will continue to increase our support for QD and help QD develop new market territories with supporting support such as confidence, retrograde, and empowerment.
2021 Brand Planning: Ou Jian, general manager of Guangdong Mengchuang Zhiyuan New Material Technology Co., Ltd., is in the "Back Wave·Dare to Think and Dare to Act" The 2021 brand marketing plan was introduced in the theme sharing. In 2021, QD Ceramics will make efforts in terms of brand, products, empowerment, and production capacity to enhance brand competitiveness and achieve take-off. At the same time, it will also increase investment in terminal empowerment to fully support terminal multi-channel operations.
Capital increase and name change:Based on strategic development and brand protection considerations, Mona Lisa Group took the capital increase as an opportunity to officially change the name of the QD company to Guangdong Mengchuang Zhiyuan New Material Technology Co., Ltd. In the future, Mengchuang Zhiyuan will use "new materials" and "technology" as key words to increase scientific research and empower the future of the home building materials industry.
New exhibition hall unveiled: On the same day, the QD "Hou Lang" theme pavilion debuted for the first time, with bold colors, arcs, waves, etc. elements, which vividly demonstrate the "light fashion" life aesthetic attitude that QD has always focused on.
6
Dongpeng ART+
Theme: Art has no end and common development · Channel breakthrough innovation bureau
On January 8, 2021, the "Art has no end and co-development·Channel Breakthrough Innovation Bureau 〡Transformation 2021 ART + Core Dealer Conference" was successfully held at Xiamen Tianyuan Hotel, combining "online + offline" to link dealers across the country Let’s witness the new future and new journey of ART+2021 together.
At the meeting, Gong Zhiyun, President of Dongpeng Holdings, pointed out in the theme sharing of "ART+ Growth" that the ART+ brand is the new force of Dongpeng Group. "Persistence Brand positioning, adhering to product leadership, and adhering to service innovation" are important sources for the vigorous development of the ART+ brand.
2021 Brand Plan: At the meeting, ART+ brand general manager Dai Xuangui announced the new ART+ brand strategic plan for 2021. He said that 2021 is a critical year for ART+ brand innovation and transformation. Brands need to innovate “product thinking, channelsThinking, user thinking", build a new pattern and achieve innovative breakthroughs.
2021 New Product Release: Li Zhongquan, Director of ART+ Design Department, comprehensively interpreted the new specifications of 2021 ART+ new products at the meeting, New process improvements, new product concepts, and at the same time, through the 2021 new products, we will convey the concept of artistic home customization to everyone.
2021 Terminal Operation: At the meeting, Li Xin, Director of ART+ Brand Marketing Department, made comments on future terminal activities and operational support. Detailed planning. He emphasized that ART+ will focus on channel empowerment and operation empowerment, deepen the designer channel, add designer study tour activities, engineering designer activities, etc., build a multi-level designer exchange platform; deepen regional linkage activities, and support dealers Be better and stronger.
Through 3 issues of "Zhongtao Jun Watch Annual Meetings", we have taken stock of the annual meetings of 18 brands such as Guanzhu, Asia, Hongyu, Xinzhongyuan, Jinyitao, etc., and also learned about many brands in 2021. strategic planning. In 2021, a new market battle is beginning. Which brand are you optimistic about?
Author: Si Tao
