subject: Pottery Marketing: Bo Hua Ceramic Instigated Three Power Brands Breakthrough [print this page] The whole of China Ceramic Marketing level is still in a state-driven, largely at the level of the third generation of integrated marketing, even though management has begun to use marketing techniques and ideas, but only made one direction only, and does not operate in practice among these technology and ideas into real concrete operational actions, and implement and implement enterprise-wide end. Bo Wah Ceramics To a "cutting-edge branded" identity is a preview of a future trend.
Bo Hua Ceramic Guangdong in March 2006 the brand was launched, the brand that month through ISO9001 international quality system certification; April through 3C and green environmental protection product certification mark; in May was awarded "China Famous Brand", and "Chinese famous brand the honorary title "; in October the company developed two new patented technology products at the same time; in November on behalf of building ceramics industry, the only won the" China 100 Most Valuable Brands Culture "... ... In 2005 a group of disadvantaged
Ceramic enterprises Series of "stumbles called to a halt" in the background, as a new force, one of the industry is surging Bo Chinese ceramics, and proud of the performance of its brand competitiveness of the market has dramatically even in the area of the formation of a ceramic eye-catching scenery. In Knife Gun each other, waged pottery Warring States period, Bo Chinese ceramics is to "stand out", in a large number of old and new brands under siege, Bohua is rely on every step and a strong break out of? With these questions, this reporter in particular Bo Hua Ceramic Co., Ltd. of Guangdong had an exclusive interview.
Brand power: to personalize the name of survival
"Overall, the brand's development is inseparable Bohua three areas: Brand, Product and strength and activity." Bo Chinese brand senior decision-makers, told reporters that the field in the ceramic is not as of the last century 90 sticks of a share of the stage can make money, brand development needs of the sophisticated marketing. "We are facing global competition in the market ceramic must strategically build its own characteristics, strengths and core competitiveness of enterprises, in particular the formation of brand marketing, brand marketing, innovation and development of technically to enable consumers to better to accept their own brand. "under the domination of this ideology, Bo Chinese ceramics from the market since its high-end products Public Of the brand influence and reputation continued to improve things natural as reasonable. Bo Chinese market, according to the Department of
responsible person believes that an advantage of the brand, brand building must first have a comprehensive understanding of management, such as brand strategy planning role and content, and the development of the core values of brand-centric brand identity systems, enterprises can integrate this command and the value of the activities of all enterprises (displayed in front of consumers is the marketing communication activities), while optimal and efficient brand strategy and brand architecture, continue to promote the formation of brand equity and high value-added brands force. Bo Chinese ceramics have basic brand management system at the same time, specially from the stores, designers and Supermarket So positive start to further strengthen the appeal of the brand in the terminal. While the company's senior designers specialized configuration 7 Service Overall brand image projects, and in particular for the collection of material on the store design and design to ensure the survival of the name of individual standards and international brand image. In the supermarket channels, the company detailed in-depth investigation and selection, based on official stationed on the 1st of this month B & Q (See map), so Bo Hua Ceramic 1:00 into the forefront of building ceramics market a bright spot.
Product strength: superior resources to strengthen product advantages
Has considerable advantages in the basic premise of the brand, how to make their products more attractive to win consumers, no doubt is a brand proposition that enterprise can not be ignored. Bo Chinese ceramics in this area is clearly a unique advantage.
"Play to their strengths and capabilities, combined with the consumer's sense of value and demand characteristics, the basic function of the value of continuous innovation, to create distinctive value, and form is the reason consumers buy." Bohua total sales Manager Ozon that future market demand not only high and low brand position, but also care about product innovation and superior value. To this end, Bo Hua Ceramic standing "Our goal is to create world famous brand" height, full use of business enterprises have the raw materials of resources and for processing of raw materials Monitor So that products can easily lead the new popular trend, resulting generally difficult to match the brand of qualified than the competition. If the brand "Homecoming" series of products in the market this year, immediately after by consumers, the second month in sales, its sales more than the other competitors in a single brand Superfine and the sum of Polycrystalline Powder series . At the same time in North China, East China is also very good, following this year's Expo China "Lishui Jinsha" golden wave across the country after the cyclone, "Homecoming" just like a strong breeze the green natural polycrystalline again "sparry" national. Moreover, newly developed by the company's successful "Full Color Jade Crystal" and "Homecoming" are two new technologies, products, due to adopt the world's most advanced Nano 3D layer ceramic technology combined with glass particles of material, a compound generated by the high temperature sintering technology, in the production process adding jade Glass Ion flow field decoding with ultra-fine powder molding techniques, creative use of the jade crystal glass ionomer and dream and powder process, the PCD glaze suspension effective integration into the domestic ceramic industry, a major breakthrough innovation, the two series patented product at the same time.
Activity: to center city for the first break point
"Some people said 'do not do marketing activity is to die, do the activities of court death'. We do not think so. In particular, has a long-term planning for the Bo-hua ceramics, we instigated the brand break through the terminal, while more attention to sales pull and meet. "marketing vice president's remarks Ambrose Tianjin to some extent reflect the internal division of labor Bo Chinese enterprises on the ultimate sound. As the dedicated end-market development and customer management, sales areas sake, Ambrose Tianjin for the operation of terminals, it is extremely brand line. He believes that a successful brand must be built on the basis of a good sales market, increasing competition in the current environment, how big breakthrough in the terminal, it is necessary to establish a good sales team, and second, Plan Practical terminal activities. In which the team, the Bo Hua mainly by good corporate culture and the corresponding strategies to join the team after business
Pottery Marketing: Bo Hua Ceramic Instigated Three Power Brands Breakthrough
