The Ceramic Market Brand's Rapid Development and Sales Strategy

In 2012, the domestic ceramic brand competition became more fierce. The high-end brands still held high, and the weak, low-end brands and labels had a particularly difficult time. Many ceramic production lines were rectified because of policies. How the medium-sized ceramics brand seizes this brand's chaotic empty period to quickly advance has become the most important issue that medium-strength ceramic companies must face.

At present, ceramic companies are almost always using brands to operate, and will find differences between their respective grades and their major competitors as the starting point of corporate strategy. However, many companies have tried to make such a mistake: the only difference is the product differentiation, rather than the brand differentiation. In addition to the price differences between brands, it is difficult to distinguish between brands. The market will position the brand according to the price of the product, forming: low price is the resistance, high price is high-end brand impression, which hinders the implementation of brand marketing to a large extent. This is the core issue that causes Chinese ceramic brands to be difficult to achieve in high-end brands.

The brand includes the core value of the brand and the external performance. The difference between brands is to show the difference between brands through positioning. The positioning of the brand is based on the needs of the target market and its own advantages. The brand's core value highlights the enterprise's 100-year strength and the company's expert identity has reached the division with its opponents. In other words, it is necessary to identify the target market, compare it with competitors, find their own advantages, and combine market advantages to express one aspect of the customer's demand characteristics, and combine with the advantages of the company to form the brand core value. However, Chinese ceramics enterprises have no understanding at this point, and even more use them—except for professional or professional core values.

With regard to what kind of channel model is adopted, each company should choose according to its own characteristics of the company. Judging from the current market demand and channel characteristics, the adoption of the direct sales model by mid-to-high-end brands is unrealistic, and product lines and sales will directly determine the network model. The current Chinese ceramics market has a large demand for mid-range products. Basically, products can cover the second, third and fourth-tier markets. The adoption of a monopoly chain model will have the basis for market demand.

Therefore, for Chinese ceramic brands, if the product line is long enough, we suggest that we can try to renovate the old dealership stores, shorten the channels, expand distribution, and deepen marketing. If we still adopt a hierarchical proxy model, we recommend that we must strengthen the management of distributors, which is embodied in the management of terminal sales prices, the management of serial goods, the management of channel-based brand communication, and the management of market feedback information. The health of channels and prices will directly affect the life and death of enterprises and long-term development. Therefore, the choice of channels needs to be prudent, and the management of channels needs to be refined.

Branding and dissemination of the brand for the Chinese ceramic tile industry must first address the issue. What has to be solved afterwards is the relationship between the corporate brand and the product. Whether this issue can be properly resolved relates to the successful implementation of the brand strategy. For the relationship between corporate brand and product brand theory, we no longer elaborate, we can draw the conclusion that the long-term development of China's hardware tools brand companies need a strong support of corporate brand, product brand operation alone, will encounter the development of bottlenecks . This is worth thinking about for many Chinese brand operators.

Finally, in the field of ceramics in China, enterprises’ understanding of the role of the media is deepening, but there is no concept of public relations. In the case of such a messy brand, ignoring the power of the media and public relations will make it difficult to establish a “uniform image” of the brand. We must make good use of the operation of public relations and media to accelerate the dissemination of the brand and quickly expand the brand awareness of the company.