The four-day 35th Foshan Ceramics Fair is coming to a close, Elizabeth in this ceramic feast shine, earn enough eyeballs. No matter the booth design with brilliant personality, or the new trend with fashionable features, it has won the praise of many visitors. During the exhibition, many designers into the store to consult product technology, business customers understand terminal franchise policy, there are many media friends compete to report, let Eliza white ceramic tile overnight circle countless fans.
During this period, the famous media "Ceramic World" invited Liu Qingqing, general manager of sales department of Elizabeth ceramic tile brand, to conduct an interview. From the interview, we learned how this brand, which is flying against the trend, would shine in the industry.
The following is the interview of "Ceramic World" and Liu...
Success comes from persistence. If you work hard and concentrate on the work at hand, you will surely make achievements. Don't blindly follow the trend, do what you are best at, and win steadily.
Hello, Manager Liu, it's a great pleasure to interview you. Due to the impact of the epidemic this year, the ceramic industry has also suffered a certain impact. What do you think of the market environment this year? A: What's the overall marketing status of our company this year?
This year's market environment has indeed impacted many enterprises. Nationwide, during the epidemic period in the first half of the year, the kiln operation rate was very low, and the "thaw" of the sales end was delayed. Although there were bricks to sell, the sales volume was very limited. In the final analysis, terminal sales, logistics and transportation, upstream raw material supply and other whole industry chain has not recovered "vitality", so in the first half of the year, the ceramics industry is weak to resume production. But Elizabeth is lucky. First, last year's brand building laid a solid foundation and digested the impact of the epidemic. The second is the early opening of the kiln, and the shipment, loading and delivery of Elizabeth production base is in an orderly and steady way, so the majority of dealers can rest assured to place orders. The third is the outbreak of ceramic tile demand after the epidemic; the fourth is our timely and effective investment promotion, with more than 60 new customers in the first half of the year. And this year, our sales are up 40% month-on-month, and we're selling more than 30 million units every month. In this industry to belong to the outstanding performance of the brand.
In short, it's no accident that Elizabeth bucked the trend. We laid a lot of groundwork. Now our products are still in short supply.
In recent years, The performance of Elizabeth ceramic tile in the industry is very eye-catching, in the case of many people lament the bad market environment, Elizabeth ceramic tile can advance all the way, the brand strength and brand influence theory is constantly improving, Mr. Liu, may I ask, what is the secret of Elizabeth ceramic tile to maintain the continuous growth, is it convenient to reveal?
What impressed me most was the old customer referral, word of mouth. In fact, if an enterprise wants to develop at a high speed, its industry and market prospects are inseparable from nature. At the very beginning of its establishment, Elizabeth ceramic tile has been keenly aware of the huge potential of domestic and overseas markets, and closely follows the development trend of world ceramic tile, focusing on the field of deep cultivation.Continue to tailor home decoration solutions for consumers. Faced with such a competitive industry market, Elizabeth tiles constantly improve the channel management system, use services to create value, expand the channel network.
If marketing is the driving force of Elizabeth development, then quality products and services are the foundation of Elizabeth high-speed development. Eliza white ceramic tile has carried out in-depth analysis centering on user needs, not only continuously upgrading and improving the existing product line, but also developing new product series, striving to cover more user groups and meet deeper user needs. Elizabeth ceramic tile has evolved into a provider and terminal leader capable of providing complete, unified home decoration solutions.
Elizabeth tiles pay attention to the practice of internal skills, continuous research and development investment. In martial arts novels, the depth of internal force determines whether one can become a grandmaster. To be in the ceramic tile manufacturing enterprise with intense competition in an industry, the depth of research and development actual strength also directly decided how far the enterprise can go. Elizabeth is deeply aware of the importance of independent research and development, and insists on high investment in research and development for a long time. Through constantly improving the research and development management system, we improve the efficiency of research and development, maintain the forward-looking technology, and create greater competitiveness for our products.
In terms of r & D management, Elizabeth has gradually formed a set of relatively perfect R & D project management mechanism, which makes the r & D project plan feasible, timely completion rate and efficiency greatly improved, effectively ensuring the timely satisfaction of customer needs and the grasp of market opportunities.
Elizabeth since its establishment, adhere to the core competitiveness of research and development, continue to carry out high investment, to ensure the leading products and technology, to ensure rapid product update and iteration. It can be said that eliza white ceramic tile research and development and technology, is the perennial high-speed growth of the core.
What do you think are the main advantages of Elizabeth's products?
First, our porcelain wall tiles are among the top in the industry. Porcelain wall tile is an innovator in the era of ceramic industry, and also a representative of modern top ceramic tile manufacturing technology. Porcelain brick wall brick with porcelain high hardness, high wear resistance, high antifoulant, bibulous rate is low, the color all the superior physical properties, such as less at the same time through the glaze design, design and color design, mold design and process design and other professional technology to build a wall brick texture and unique aesthetic value, beyond the ceramics and porcelain brick of the wall and floor tile processing on the wall of the traditional, bring metope adornment design perfect be solution. At present market of ceramic tile is homogenous compare price, fish and dragon are jumbled together, confuse seeing and hearing with dazzle cool concept more, do surface article greatly. Returning to the essence, porcelain wall tiles inject vitality into porcelain wall tiles with new categories, new perspectives, new dimensions and new concepts, define high quality by performance and interpret life attitude by design. Looking forward to the future, its market space is infinite and its market prospect is great. Once its market trend is formed, it will lead the overall high-end wall tile market and form a huge market share.
Second, our line of white bricks is the king of white bricks. Let a person impressive tide necessary color: white, can let contemporary household be full of fashionable lasting appeal more. Elizabeth's white bricks are polished and matte, with perfect specifications and matching. Relative to the ceramic industry a variety of products, white brick is more suitable for lead role, after years of development, has gradually established the leading position of the industry, and white brick from the selection of raw materials, must be in strict accordance with the standard, in the process of production, once with a little bit of impurities, it is easy to appear the possibility of a string of color, the quality of the finished product is greatly reduced. In order to ensure the whiteness of white bricks, Elizabeth USES special furnace for production, and breaks the traditional formula structure and performance. It selects ultra-white ceramic raw materials and does not add any whitening chemical raw materials, so that the radioactivity of the products is close to zero, but the whiteness of the glaze can still reach 80° and the whiteness of the whole body can be guaranteed at 70°. Our white bricks are mainly glazed, with the development of the mature technology, on the basis of the original process, with the use of inkjet technology to launch antique white bricks, can be on the wall or as floor tiles, this series of products as soon as the launch is very popular.
第三，我们产品性能好，防滑，易清洁。Third, our products have good performance, anti-slip and easy to clean.
Fourth, we have done a very good job of matching. We cooperate with local professional paving construction team to help dealers do the last kilometer of tile sales.
Each time Elizabeth's products are launched, they can be recognized by dealers and consumers in a short period of time. What do you think are the advantages of the company compared with other ceramic brands in the industry?
First, in soft power. In management innovation, we aim at high efficiency, standard and controllable. Through constant improvement and revision, we have established a set of scientific and practical enterprise management system and information management system with Elizabethan characteristics. At the same time adhere to cultivate excellent corporate culture, continue to maintain the long-term vitality of the enterprise. What's more, the communication between various departments in Elizabeth is particularly good. From product development to promotion to terminal, they can maintain a high degree of close communication and concerted action.
Second, in hard power. Our two major production bases are large ceramic manufacturers with the world's leading large kilns and first-class ink-jet printing equipment, now leading the upgrading of new products in the industry.
Third, product innovation. Based on the previous market research and its own advantages, Elizabeth carries out product innovation, insists on innovation as the soul, and creates the greatest value for customers. Our future technological innovation is closely centered on the needs of customers. As "a man without I have, people have my superior, excellent my special" product development strategy, lead household culture trend, with unique artistic life concept, high-quality products and sincere service, let the consumer feel "ist ist international life home" household glamour.
At present, in addition to product quality, the service of enterprises is attracting more and more attention from consumers. The service reflects the credit and commitment of enterprises, so that consumers have no worries. Mr. Liu, what kind of service team does Elizabeth ceramic tile have and how do they help terminals and serve customers?
Terminal support, in fact, back to the essence, or our manufacturers themselves, as long as our manufacturers do a good job in the product, design, service, on the line. In addition, I think it is not as good as the customer's own growth to rely on the manufacturer to do terminal training or blasting on a large scale. That is to break from the inside, to stimulate from the inside. Elizabeth's clients, most of whom grew up with Elizabeth, kept their strategies consistent.
In recent years, the ceramic industry in hardcover room, public decoration, engineering and other channels layout is what?
To be honest, Elizabeth has only gotten into this area in the last few years. This piece of strategic real estate only started last year. We will not blindly go to the real estate giant cooperation, we only find with our brand, product fit high real estate cooperation. In addition, many of our customers have their own channels.
After so many years of development, Eliza white ceramic tile has become quite famous in the industry. May I ask Mr. Liu, what is the future development direction and goal of our brand?
The future is definitely a brand-focused industry. Elizabeth's development goal is to become a major brand in the industry within 3-5 years, adhering to the development concept of characteristics, fashion and modern, and creating a world-renowned international brand.