Reporter’s comments
Back to the logical starting point of the brand road
The editor of this article starts with a short story about Jian She’s three years of entrepreneurship, which is quite interesting.
Lao Niu has been following the "small but beautiful" brand Jianshe, and "she" has become a case for me to observe entrepreneurs born in the 1980s.
The development of a start-up enterprise takes three years as a stage. Generally speaking, the first five years are the basic years, and the first three years are especially critical.
The Jianshe team started their business for the second time in 2020, sensitively and successfully taking advantage of the first wave of rock slabs. The team has rapidly expanded from 7 to 30 people, which shows that it has accumulated considerable development potential.
Starting from the second half of this year, the risk of uncertainty in the rock slab market will increase. However, Jianshe has taken precautions. At the end of last year, she successfully signed a contract with the Spanish brand ARGENTA and obtained the exclusive agency rights in China. This is good news for terminal agents Wu Ning.
At the end of last month, Lao Niu was invited to visit Jianshe again and was informed of two good news. First, the headquarters exhibition hall was extended by 1,600 square meters; second, the first symbolic original product was launched, namely 5-degree shimmer texture slate. .
With the rise of the new middle class, the post-95 generation, including the so-called Generation Z, matte, soft-gloss and even shimmer products have become a major trend. Judging from this year's situation, the penetration rate of low-gloss products in the third- and fourth-tier markets has also increased.
It can be said that originality + texture + touch + matte + warm color + plain style have become the main theme of the Chinese market for a long time to come.
More importantly, we are pleased to see that after more than a year of exploration and development, Jianshe has now returned to the underlying logical starting point for the survival and development of startup companies, which is to build a good brand with the support of original and good products.
Today's giant Dongpeng used "golden flower beige" to trigger a "yellow" situation in the entire industry. Can Jianshe use "5 degrees of shimmer" to trigger a "shimmer" trend in the entire industry?
We should expect so.
Brands are big IPs, while original and innovative products are small IPs. The sum of continuous small IPs finally achieves brand IP.
This is an "ancient" law. I hope that from now on, Jian She will gradually run on the road of originality.
Introduction
On Double 11, tell an entrepreneurial story that has nothing to do with e-commerce
Today is the dayCat Double 11, but today we are not talking about e-commerce, we are talking about the growth story of a company.
The editor is considered an "old friend" of Jianshe Yanban. Along the way, I have witnessed the transformation and growth of this "friend".
It is this "small but beautiful" company, a group of teams that refuse to admit defeat. At the end of 2019, after the company was reorganized and restarted, during the epidemic, the entire company only had 7 employees, which can be said to be "born at the wrong time";< /p>
2020 is the first year for the second start-up of Jianshe Slate. In this year, this "small but beautiful" brand relied on its independently developed high-quality decorative slate and high-quality services to win the 18,000㎡ slate project in one fell swoop , which impressed the entire industry and laid the foundation for "survival";
2021 is the year of development of Jianshe Slate. This year, it has grown from 0 to 1, from a team of only 7 people to an excellent marketing team of more than 30 people, which is invincible;
It was also this year that Jianshe slate was like a metamorphosing butterfly, adjusting its product structure, optimizing its supply chain, and upgrading its brand...
2022 is the last year of Jianshe’s three-year plan and the most critical year. This year the company will make full efforts in the brand system, product system, team system, channel system and operation system.
Since its birth, creating original high-quality products has always been the original intention of Jianshe Slate. Recently, the company's IP image product-5-degree shimmer series has been launched as a starting point for the company's product iterative development and continuous innovation.
On November 8, the editor immediately came to the headquarters of Jianshe Slate. In this exclusive interview with the CEO, we invited Gu Zhongfei, the founder of the Jianshe Slate brand, to talk about their underlying logic of product development and channel operation ideas, as well as I believe the company’s growth history will be a great inspiration to everyone.
Interviewed guest | Gu Zhongfei (founder of Jianshe slate brand)
Interviewer|Huaxia Ceramics Network Luomi
Interview time|November 8, 2021
Interview location|Jianshe Slate Headquarters
01
Only by returning to the track of value competition can Yanban find its own suitable channels
Q: Hello, Mr. Gu! First of all, I would like to ask you about a topic of relative concern to the industry. Since this year, slate seems to have gradually become silent, and the industry has also lost the enthusiasm of last year. What is the current situation of the slate industry? Is it still worthwhile for ceramic companies to invest in the slate business in the future?
Gu Zhongfei: There are two main reasons for the "barrier lake" phenomenon in the rock slab industry. First, the upstream manufacturing end blindly expands production capacity, and even the "mixed" rock slabs are difficult to distinguish between genuine and fake, with different qualities; Second, the sales channels are "stone wholesale channels, slate platform wholesale channels, and furniture plate wholesale channels." In this way, a good species is made into a "tasteless" product. I even heard that the products of a well-known slate production factory are even Sold on the ground.
I believe that this kind of rapid expansion does not take into account the market capacity, the service capabilities of B-side customers and the acceptance of C-side customers. It is only mobilized by price leverage. The final result is that upstream production capacity will be overcapacity and downstream sales channels will be blocked. And price leverage is not the only baton. Now the more the price is lowered, the more no one cares about it.
The layout of ceramic tiles for ceramic companies must be based on careful consideration of their own customers' sales channels. Only by creating products for the channels can a virtuous cycle be formed.
As we all know, the main channels of ceramic enterprises are home decoration and some industrial equipment, mainly for wall and floor applications. Now, some companies, regardless of the actual situation of end customers and market acceptance, require ceramic dealers and customers to invest in processing plants for deep processing and home supporting applications, and even invest heavily in central warehouses and other measures.
Although the above will help manufacturers digest inventory and increase sales in the short term, the fleeting effect is only superficial. In fact, ceramic agents need to overcome many problems in talent, technology, service, etc., and pay a lot of "tuition fees." .
Q: Affected by multiple factors this year, the slate market seems a bit chaotic. In this period of industry chaos, how should companies respond? Will the slate market recover next year? What do you think?
Gu Zhongfei: This year is indeed an uneven year. The normalization of the epidemic, the implementation of carbon neutrality goals by governments at all levels, and the current wave of energy price increases are all testing the ability of small and medium-sized enterprises to resist risks.
Jianshe has always followed the actual needs of the market. Since we undertook the 18,000㎡ slate project in Huadu, Guangzhou last year, the company has a clear adjustment brand strategy and specializes in decorative slate brands. Of course, we have our own confidence.
First of all, we have a stable supply chain relationship. From the beginning, we introduced Sichuan Emeishan Jintao, a well-known slate production factory, as our factory shareholder; secondly, we insist on independent research and development in the design and color of slate products. In the development of product design documents, we combine the creativity of Italian design studios with the technical implementation of domestic independent R&D teams. The most important thing is that the shareholder factory gives us flexible production on engineering customized products and provides us with sufficient support in inventory. We only need to go all out to sell well.
In fact, last year we plannedWe believe that overheating of rock slabs will lead to large-scale inventory backlogs and further low-price dumping. Therefore, we actively introduced Spanish ARGENTA last year, focusing on imported matte textured slabs. We adopted a product differentiation strategy to maintain The company's sound operations.
The current market economic environment is fully competitive. Only when the slate manufacturing and sales ends return to rationality and the slate returns to the value track can we find a channel that suits us. Only by abandoning "bad money drives out good money", abandoning "price is the only lever" and avoiding disorderly and blind competition can the slate return to the benign slate track.
New product space renderings
02
5-degree shimmer texture slate: the ultimate product to resolve multiple contradictory demands
Q: Jianshe has launched an original new product with 5 degrees of shimmer. We know that general antique tiles also have 8-12° gloss. How do you achieve this 5 degrees of gloss? Can you introduce it?
Gu Zhongfei: Starting from the original intention of the Jianshe brand, we have adhered to the brand concept of "original high-quality products and good products for good design" since we started our business. At the same time, most of our customers are professional "playing with products". What is needed is "a super cool brand and high-looking products." At the end of last year, we launched the 600×1200mm Harper's Bazaar microcement series, which was well received by the market, which further strengthened our strategy of adhering to original products.
Speaking of the original intention of developing 5-degree shimmer, the product we have always envisioned is "low gloss, smooth feel, and good anti-slip coefficient". From a technical point of view, this is a false proposition, because again Matt antique tiles also have a glossiness of 8-12°, while the anti-slip surfaces above R9 are generally relatively rough, and the feel is basically not smooth.
The 5-degree low-gloss products came into being by leveraging the process upgrade of rock slabs to break through the above multiple contradictions.
The new 5-degree shimmer product is completely realized using the rock slab body and rock slab technology. Firstly, the rock slab base is flat enough, and secondly, digital glaze technology is used to superimpose functional ink for special processing. The glossiness is mainly achieved through Due to our own unique technical research, the glossiness is controlled below 5°, thereby achieving the technical characteristics of "non-reflective, self-luminous" and the design requirements of "low gloss, smooth feel, and good anti-slip coefficient". In line with the aesthetics of current designers and younger generations of consumersBeauty, "the ultimate sense of light creates the ultimate beauty."
Q: How many series have been launched this time? What are the specifications?
Gu Zhongfei: This time we mainly promote two sub-series, the "Hepburn H.B and Phantom" series. We can see the full sense of high-end from the name. One is the elegant goddess temperament, and the other is the noble Rolls-Royce. . Both specifications are 900×1800mm and the thickness is 9mm.
Q: What are the core technologies of 5-degree low light?
Gu Zhongfei: The core technology of Fifth Degree Shimmer mainly has three core technical points:
(1) Nanoscale dry particle technology, the particle diameter is nanometer level, making the glaze layer denser and flatter.
In order to achieve a smoother surface effect, we use world-class Italian AIRPOWER glazing equipment to solve the surface glazing process, a 6-channel digital nozzle, which can better embody "even glazing, controllable glaze amount; precise positioning, piece by piece Different; overlay printing, micro-mold texture."
(2) Special low-light diffuse reflection technology allows light to be controlled within 5 degrees after refraction, which fully meets the comfort of the eyes, reduces retinal damage, and relieves eye fatigue. In fact, the actual measurement result of our photometer is 4.5°, which is lower than 5 degrees.
(3) The granular anti-slip throwing technology restores the natural texture, effectively reduces slip and fall injuries, and protects the safety of your family within every inch.
In order to achieve better surface effects and bring the ultimate experience to customers. We glaze the raw materials for a long time of 48 hours, which can achieve the smallest spherical size of the crystals, uniform particles without protrusions, and a more delicate and soft surface. We sieve through 300 mesh to remove large crystals and further optimize the fineness of the glaze layer. After the finished product, five additional brushing and polishing processes are added. Repeated brushing and polishing make the surface extremely shiny and feel extremely soft.
In order to achieve a more extreme product, we use real slate raw materials, imported high-white kaolin, water-milled ultra-white stone powder, and ultra-white sand. The bottom base is pure and delicate, with few impurities, high whiteness, and strong toughness; after being heated to 1280 degrees at a constant temperature Slow burning can completely burn the slate, achieve good water absorption, and extend the service life of the slate; the 40,000-ton Italian Sacmi press can achieve ultra-high density, making the finished product's size difference close to 0, and can perform tight joints or even seamless joints. Sewing and stitching.
Q: Will 5-degree shimmer be promoted as the company’s flagship product in the future?
Gu Zhongfei: The 5-degree low-light series products will be built as the company’s IP products.Continuously extend and expand product lines. At the same time, it will also lead to the quality and process upgrade of other products.
Q: Dongpeng, the leading brand in the industry, relied on its “Golden Flower Beige” to achieve success. Do you think “50 Degree Shimmer” might become Jianshe’s version of “Golden Flower Beige”.
Gu Zhongfei: Ha, there are many conditions for the success of a product, especially its huge success. Let's try to go in the direction you said.
03
Focus on home decoration, wall and floor decoration to protect the health of your family with "humanism"
Q: We know that Jianshe has always insisted on developing original new products. Is this new product also developed by our own company?
Gu Zhongfei: Yes. For this product development, we combined the Italian design team and the domestic technical team to implement it. It took more than a year to produce an original design product, emphasizing the high-end sense of space performance and the ultimate experience of product functions.
R&D team
Q: What are the value points of 5-degree low light? How can this new product be applied to human settlement scenes?
Gu Zhongfei: Personally, I feel that the greatest value of the Fifth Degree Shimmer series of products is the humanism reflected in the product design, which expresses the R&D team’s love and care for their families. The graphic design team uses the scene of a little baby crawling and playing on the ground at home as the starting point for the external output of the product. The product solves health and safety, low-light and eye-friendly, non-slip and easy to clean and other pain points. The particle anti-slip throwing technology used restores the natural texture, effectively reduces slipping and falling injuries, protects the safety of your family in every inch, and truly achieves "limited light, unlimited love".
Q: What is the current layout of Jianshe slate channels, and how to match different channels with different products?
Gu Zhongfei: Jianshe Rock Slabs focuses on home decoration, workmanship, wall and floor decoration slates. For home decoration channels, we position ourselves on high-quality, high-looking, and cost-effective slates. Our product designs focus on marble luxury stone products and For textured and solid color products, in terms of specifications, we mainly focus on the wall specifications of 1600X3200mm, 1200X2780mm, and 1200X2600mm, and the floor specifications of 1200X2400mm, 900X1800mm, 750X1500mm, and 600X1200mm.
In the creation of workwear products, we mainly focus on flexible customizationAnd the re-creation of the designs and colors of classic and scarce stone products. For example, our 18,000-square-meter project in Panyu, Guangzhou is based on the owner's designer's requirements, using slate technology to perfectly reproduce the classic colors and textures of the Saanna beige stone.
Question: What is the difference between the application of 5-degree shimmer on Jianshe rock slabs and rock slabs?
Gu Zhongfei: The application of the fifth-degree shimmer is more to realize the wall and floor decoration functions we focus on. It is mainly used in floor and wall paving applications. In fact, it is already using the high-quality performance and quality of rock slabs. Instead of traditional ceramic tiles, the paving of five-degree shimmer products must also be done according to the requirements of rock slabs. At the same time, it can realize deep processing applications such as opening holes, seamless edges, special-shaped processing, and sealed paving.
Q: What kind of home space experience can new products bring to dealers, designers and consumers?
Gu Zhongfei: The starting point of the new product Five Degrees of Shimmer is more from the perspective of designers and consumers to think about the product’s scene application and space application.
First of all, the new product solves the problem of glossiness below 5°, and realizes that the product does not reflect light under the reflection of light, solving the designer's demand for ceramic tile products to have no light reflection; secondly, in the material and color of the product In terms of hand feel design, we selected the currently popular microcement material and the classic stone - Italian Limestone as the design blueprint for the product. These two materials are relatively classic and commonly used in the modern minimalist style of the East and the West. It is the most suitable material to be made into ceramic tiles and used in modern minimalist, Italian minimalist, Japanese style and other living spaces.
In addition, for home use scenarios, we have considered the functional features of the product such as safety and health, anti-slip performance, anti-fouling and dirt resistance, easy care, high hardness and not easy to scratch.
Q: Has the terminal been loaded with samples? How is the market response?
Gu Zhongfei: Once the fifth-degree low-light series products were launched, they were strongly sought after by dealers. Such high-value products with many selling points, good looks and strong design are easily accepted by customers at the terminal, and even some Some dealers immediately closed the deal as soon as they got the pictures and sent them to customers, which intuitively brought differentiated competitive advantages and profits to terminal stores.
Jianshe Sales Elite Team
04
The headquarters exhibition hall is expanded to 1600 square meters
"Business Partner" Platform: Co-creation + Sharing + Sharing
Q: As the end of the year approaches, what achievements has Jianshe achieved this year? What is the direction of product development for next year?
Gu Zhongfei: Actually, those who understand the Jianshe brandFriends all know that we are a "small but beautiful" company. We are a team that refuses to admit defeat, and we are an unbeatable "little strong". After reorganizing the company and starting over, experiencing the difficulties of having only 7 people during the epidemic, and many excellent competitors, we have been working hard to fly close to the ground.
2020 is the first year of our second venture. We ended up with an 18,000-square-meter rock slab project that "amazed" the industry, laying the foundation for survival; 2021 is our development year, realizing a true transformation from 0 to Through the difficult journey of 1, we have built an excellent marketing team that is invincible; we have adjusted the product structure and optimized the supply chain; we have been on the marketing road to accompany each partner to grow together.
If we have to talk about the gains in 2021, it is the initial construction of the company's business partner platform and the harvest of "excellent teams and excellent customers." We have exceeded our strategic goals despite good adversity.
All product research and development must return to the market and users. We will continue to adhere to our development concept of "making products for good design" and do a good job in systematic planning of products.
Q: I heard that you are planning to renovate the headquarters exhibition hall, but you are still investing so much in the new environment. What are the reasons for this?
Gu Zhongfei: You know it so quickly, haha. By the end of the year, we plan to expand the headquarters exhibition hall by 1,600 square meters and upgrade the hardware.
"The greatest joy in life is when everyone says you can't do it, but you accomplish it!". Regarding the headquarters reinstallation and upgrade, this is based on the company's development strategy. Jianshe has always adhered to the brand development route and insisted on making a valuable and respected brand. Therefore, we will be more active in brand operations, from exhibitions to company headquarters upgrades. Every step is a matter of firm confidence and the necessity of our market competition. The future belongs to young people and is a new generation brand built around young people.
Q: Can you tell me what brand plans you have for next year? How to set strategic goals for next year?
Gu Zhongfei: 2022 is the last year of Jian She’s three-year plan and a critical year. The company has also gone from start-up to stability, and a comprehensive and systematic upgrade is imperative. We will make full efforts in the "brand system, product system, team system, channel system, and operation system" to create a brand that truly belongs to young people, with warmth and design. Sensational consumer brand.
The company insists on creating a "business partner" platform for dreamers. "Everyone should have a dream. Only by having a dream can we have a fantasy about another world. And as long as you have the power of kindness , loveWith strength, you will be able to realize your ultimate dream. ”
We call this group of people with dreams Dream Builders. Our mission is to empower every Dream Builder and build a business partner platform, mainly to create, share, and shoulder new projects. We want to Let 1,000+ dreamers achieve financial freedom and make Jianshe a respected brand.
(Contributed by the brand)
