Focus on the ceramic industry, the two major "killer" marketing

With the increasing development of the ceramic industry, new brands have appeared every year. Of course, old brands have disappeared. In the traditional methods that have not been able to maintain the brand well and enhance the brand image, advertising marketing is increasingly valued by ceramic marketers. Jiuzheng Building Materials Co., Ltd. thinks that the ceramics industry is a low-minded industry. Therefore, the use of external force to build a brand does have a multiplier effect. In addition to the traditional marketing methods, the ceramic industry has recently been buoyant mainly in the following two ways:

One of the killers: celebrity endorsements increasingly refer to celebrity endorsements, and various industries are using such marketing methods. Of course, the ceramic industry is not exempt. From the beginning of the ceramic industry star effect to now, there are more and more ceramic brands have joined the team to invite the star to help build the brand, such as Dongpeng ceramics signing Shen Xue, Zhao Hongbo for its image endorsement; Xinzhongyuan signed due to "struggle" , "Who is my youth?" popular Wang Dandan; Jin Yi ceramic contract signed Meng Guangmei 2011 "If You Are the One" big stars. President tour signing spokesperson and so on. At present, as far as the ceramics industry is concerned, as long as brands with certain strengths and advantages have already or will soon invite some stars to serve as spokespersons for the brand, it is hoped that the “gold content” of the products can be improved.

Ceramic companies invited celebrity endorsements to follow the trend, but not blindly. Many companies associate the characteristics of stars with the characteristics of their own products, create more competitive brands, and pass this information to consumers through terminal promotion. Celebrity endorsements are indeed a tool of marketing, which drives the target group's buying preference and grasps the market positioning of products through the charm of individual stars.

The second killer: The advertising complex quickly "spreads"

Some scholars once said: "Advertising is like a mirror. The more prosperous the economy, the more prosperous the advertising industry is." With the rapid development of the ceramic economy, ceramics advertising has entered a thriving competition. Outdoor advertisements, newspaper advertisements, and emerging online advertisements are filled with eyeballs, including ceramic advertisements. The difference between ceramic advertisements and traditional advertisements is that they are more of a promotional message for the promotion of the product and focus on sales. This is estimated to be related to the origin of the ceramic industry. Small workshop-style ideas and short-term vision are still Affects ceramics people's way of thinking. But no matter what, the ceramic industry, like other industries, is constantly making progress and degeneration. It will always show its brand with a new look.

Brand building is a full range of projects Bode Ceramics Marketing Director Mr. Qi Haiyong believes that building a brand is a systematic project, starting from positioning, to raw materials, production, packaging, promotion and cooperation with dealers, and then selling them to consumers. Pre-sale, sales, and after-sales services, as well as return visits, are a system. Just like concentric circles, the center of the circle is your brand positioning. The outer circle is the business activities of the company, and the business activities and product positioning must be matched. To build a good brand, it must be a systematic operation.

Doing better in the industry is Dongpeng. The quality of Dongpeng Ceramics has always been highly recognized in the eyes of consumers and industry insiders, and it insists on product innovation. It also guides the consumption of new fashion while filling gaps in industry technology. At the same time, it also upgraded the brand new logo and joined hands with Shen Xue and Zhao Hongbo into CCTV. Then he joined hands with Siemens, a giant in the home appliance industry, to develop cross-border marketing. Sword refers to an international brand. In addition, Dongpeng Ceramics also strictly controls the quality of sales, devaluates 5A standard bricks, and relieves consumers from buying bricks. While the company continues to develop, it has not forgotten to take responsibility for the gratitude society, and hundreds of millions of people have returned to consumers, which fully reflects the high sense of responsibility of corporate citizens. This series of activities is the performance of Dongpeng to build a brand and become the industry benchmark.

Summary: Building a brand is a long-lasting project. It is an integration of all aspects, rather than a mere rally. No matter if the concept of stars or advertisement marketing is a double-edged sword, it often requires companies to spend a lot of money. If they halfway or plan mistakes, they will lose their men and women. Therefore, before the implementation of ceramic companies still need to think twice and actually measure their own financial strength in order to operate successfully. At the same time, no matter what brand, how to create a process must be based on product quality. The brand is made up of a full range of corporate activities and ideas that cannot be achieved overnight.