The 8th National Ceramics Congress（NCPC）And the first China Ceramic Brand Festival（CCBC）It set sail in Foshan, Guangdong Province on December 23, 2018.

On this occasion, "Ceramics Information" launched a series of reports on the "First China Ceramic Brand Festival and the Declaration of the Power of China's Ceramic Brands", in the name of the brand, based on a global perspective, tracing the past and present from the perspective of the entire industry chain, and presenting a panoramic view of Chinese ceramic brands The history, current situation and future of

The original title of this article "Reform and Innovation Focus on Quality, Integration and Breakthrough Strong Brands-Ruiyang Ceramics Group's Brand Development Breakthrough Path" is the twelfth chapter of the series. In depth, Jiangxi Ruiyang Ceramics Group, under the leadership of Chen Guanghui at the helm, has become a leading enterprise in Jiangxi's production area by means of comprehensive upgrading and transformation in R&D and production, marketing management, channel development, and brand building, and has become a glorious course in the country.

Reform and innovation emphasize quality

Integration, breakthrough, strong brand

2018 is a very difficult year for Jiangxi to build ceramic production areas. During this year, experienced substantial price increases of raw materials and coal, increased investment in environmental protection, and increasingly fierce market competition, the entire Gaoan Ceramics experienced a real major reshuffle.

The general environment is adjusting, the market is adjusting, and the forcing industry is also adjusting. These are the hurdles that Jiangxi production areas will inevitably experience in the rapid development. An objective market environment will promote a more healthy development of the industry, because in this process, only companies with a clear strategy and a good foundation and competitiveness can survive this process.

Today, the diversification of China's ceramics industry is unprecedented. The diversification of products, models, channels and consumption levels, combined with the rationalization of the terminal market, has allowed the past to focus on production and sales instead of market-oriented and terminal Competitiveness-building companies are getting harder and harder.

Either transform or be eliminated. For Gaoan Ceramics, with the current and future corporate environmental costs, operating costs, terminal inputs and other costs continue to rise, and market competition is becoming increasingly fierce, transformation has become a choice that Gaoan Ceramics must face. For most companies, abandoning the old thinking of extensive management, constantly reviewing the shortcomings of the company, learning from and communicating with excellent companies, embracing new thinking and new models with an open attitude, and absorbing higher-end talents to join is the transformation and improvement of Gaoan Ceramic Important premise.

Unswervingly, make a tile

"No matter how the industry's product trends, channel models, and brand methods change, as a traditional manufacturing industry, paying attention to production and strengthening quality must be the unchanged theme." Jiangxi Ruiyang Ceramics Group Chen Guanghui introduced, in the past ten years, all the efforts of Ruiyang It is working on the core concept of "do a good job of a tile", and these foundations have laid the groundwork for Ruiyang's transformation and strengthening of brand building.

As a soldier, Chen Guanghui, chairman of Ruiyang Group, who has experienced raw material procurement and has grown in sales, has been in the ceramics field for 30 years. Always firm the belief of "do a good job of a tile".

During the interview, the reporter learned that Ruiyang is not only pursuing the stability of quality, but also a core culture integrated into the development of the enterprise. Procurement from the source of raw materials, continuous upgrading of production equipment, strict quality control, standardization of all production links, management of the production environment, and militarized management of the production team, the production goal of Ruiyang is higher than the industry. The Group's tireless pursuit of quality.

It is also the promotion of this culture and philosophy that Ruiyang Group has become a leader in the industry after less than ten years of development, and it is still developing steadily in the industry's "winter" in 2018.

Reform and innovation, from production quality to system quality development 

The report of the 18th National Congress of the Communist Party of China stated that the basic national policy is to persist in saving resources and protecting the environment. Gaoan Ceramics ushered in a new starting point in response to the government's call. The Gaoan government clearly put forward the sixteen-character policy of "environmental protection first, brand leadership, transformation and upgrading, and scientific development".

In Chen Guanghui's view, these four directions have pointed out the direction for Gaoan ceramics enterprises at the crossroads of development, and also brought a new dawn for the transformation of Ruiyang Group.

With ten years of persistence in quality, Ruiyang Group has formed a good reputation among the majority of cooperative dealer groups and market users, and has also established a clear banner in the production area. At present, Ruiyang Group has formed a synonym of abundant production capacity, complete product series, rich variety, stable price, excellent quality, and honest management. While continuously improving the loyalty of partners, it has also absorbed more market resources to join cooperation and form The strong competitiveness of business operations.

This is what Chen Guanghui emphasized in the interview: “In the era of strong market demand and less competition in the industry, Ruiyang Group’s firm high-quality strategy may have lost short-term immediate benefits, but it must have won long-term market reputation and development. prospect".

But on the road of enterprise development, Chen Guanghui, the soul of Ruiyang Group, considers far more than this. "Single production quality is not enough to allow Ruiyang Group to develop on a larger scale, let alone promote brand building." After careful consideration, Chen Guanghui proposed a more systematic development strategy for the product: "Development from production quality to system quality".

Ceramic tile is a semi-finished product. To make products produce greater value, it needs to be market-oriented from R&D, production, application, scene experience, channel expansion, terminal promotion, design services, and after-sales service to form a complete marketing chain. In every link, Ruiyang people must take quality as the core to promote the thinking and implementation of work, so as to make the quality form a more systematic effect and win more market shares.

After the quality system was proposed, Ruiyang Group completed the system upgrade in 2018. The research and development of low-absorption mid-plate porcelain plates was completed, which improved the overall product structure and formed a full series of ceramic tile product clusters. Ruiyang Group invested heavily in kiln renovation and produced this series of products with high standards. At the 4th Pan Gaoan Ceramics Purchasing Festival, it shined brightly. Not only did it win cooperation orders from dealers, it also promoted product trends in the production area. Become a leader in this category. The promotion of polished porcelain tiles and 19-degree plain tiles has made Ruiyang Group's floor tile product system richer, more selective in patterns and categories, and achieved qualitative development of the overall product structure.

At the same time, the display of various product series, material systems and training materials are all exported at the headquarters of Ruiyang Group. It is the first standard terminal experience store in the production area to make the system presentation of products more three-dimensional, which has won dealers and cooperation. The reputation of partners and peers.

Ruiyang Group has also taken important steps in product promotion and terminal experience. Through the series of work carried out by the marketing center, the market rate of new products has exceeded 80%. Good quality and product experience have allowed the sales of new products to rise steadily, and good news have been spread frequently.

Driven by the development of the group, many partners have realized business transformation, brand stores have been launched continuously, and the marketing center market services have been accelerated. Through the close cooperation of manufacturers, the Ruiyang Group has completed its single production quality, product system, and service system. The improvement of quality promotes enterprises to turn to brand building.

▲On August 18, 2018, the "China Gaoan·Ruiyang Ceramics" high-speed train made its debut.

Precise positioning, integration and openness 

 Usher in a new development attitude

Increasing diversification of consumption has become a major market trend. The core of a company's long-term development depends on its strategic positioning and precipitation. The chairman of Ruiyang Group, Mr. Chen Guanghui, has been well versed in this during his years of operation.

Ruiyang Group is a large-scale production enterprise, adheres to high-quality as its core, continues to build a cost-effective product system through large-scale procurement and production management, and strengthens its brand positioning for popular and civilian consumption. Never blindly increase production and reduce quality because of the hot product sales, and will not blindly increase prices because of good reputation, but always firmly maintain the position of mass consumption, and it is our responsibility to provide consumers with high-quality and inexpensive products.

Before 2018, Ruiyang Group basically developed through traditional distributor channels, and a single channel created bottlenecks for the company. Based on the pressure of China's environmental protection, Ruiyang Group keenly caught the opportunity of industrial adjustment, and quickly opened Ruiyang's cooperation platform to promote enterprise OEM strategic cooperation services. During the development of this channel, Chen Guanghui mentioned that Ruiyang Group still has many shortcomings in the field of OEM channels. During its busy schedule, it has visited Foshan many times to communicate with first-line brands, from production to products, from marketing to marketing. Learn from many aspects of management.

In the end, with the good reputation and sincere cooperation attitude of Ruiyang Group, the OEM channel ushered in a rapid development. After personally inspecting Ruiyang's production and quality management, many first-line brands in Foshan have thrown olive branches. In just half a year Time has formed strategic cooperation with many top-tier brands in Foshan.

Chen Guanghui mentioned: "Foshan's first-line brand chooses Ruiyang to value our production quality; while Ruiyang Group can stand on the shoulders of giants in the process of cooperating with them, and then set off to learn the advanced production management and brand operation of the other party. Experience to improve its own operating system". Ruiyang Group's precise positioning and deep foundation have enabled the company to make rapid breakthroughs in its transformation.

And this attitude of integration and openness has not only achieved fruitful results in OEM, but also made a big step in engineering strategic cooperation and the introduction of high-end talents.

Through the professional operation of the Engineering Strategy Department, Ruiyang Group has launched a number of large-scale real estate cooperation projects, and some of the construction projects have been supplying steadily. The opening of the engineering channels has also laid the foundation for the integrated procurement channels in the coming year. I believe that Ruiyang's high-quality, cost-effective and first-line brand OEM service provider's reputation will also attract more integrated procurement companies, and it will also be a brand new scene.

With strong strength and clear strategic positioning, Ruiyang Group's organizational structure has also been improved, and talents from all parties have joined. Chen Guanghui said: "Ruiyang's employment philosophy is to give full support to those who want to work, and the people who want to work will be quickly eliminated. The Ruiyang Group is a stage for people with ideas and motivation, not a safe haven for people who want to work." The precise strategic positioning of the Ruiyang Group and the integration of an open attitude have shown a new attitude under the leadership of Mr. Chen Guanghui, which has promoted the smooth transformation of Ruiyang's aircraft carrier and embarked on a new journey.

 Broaden channels and strong marketing

At present, domestic first- and second-tier brands have set off a trend of channel sinking, and they have begun to compete directly with third- and fourth-tier brands through clear brand recognition and strong strength. These first- and second-tier brands have occupied a dominant position in tooling, home improvement, and designer channels in the years of operation.

This has directly led to the fact that for many ceramic manufacturers, the effect of promoting sales by relying on price reductions in the past has become less and less obvious. The root cause is that in the context of diversified terminal channels, their own channels are relatively single. In this regard, Chen Guanghui said frankly that if Ruiyang implements its brand operation strategy two years in advance, it may be much smoother.

But this does not mean that Ruiyang will give up, but use the company's advantages and reputation, combined with the segmentation of channel customers, and rely on the company's strong strength to sell strongly. Four major sections have been formed in the group's marketing organization structure, including: domestic sales, OEM strategic cooperation, engineering department and integrated strategic procurement cooperation. In recent years, Ruiyang Group has made continuous efforts in channel expansion.

Domestic marketing, while serving large customers, actively promotes the transformation of small and medium-sized customers, oriented to refined marketing of home improvement and retail channels; on the other hand, moves sales and services forward through the branch operation model to promote the sinking of channels and rapid integration , To achieve flat channel development;

Following the trend of the state's hardcover housing, the Engineering Strategic Cooperation Department has fully promoted it. On the one hand, it has used various methods to win the brand library of national large-scale real estate companies and strengthen cooperation with regional real estate companies. On the other hand, we use the company's high-quality and cost-effective products to subdivide the product line of the complete assembly company, and cut into the cooperation with the assembly company through the professional service team and strong capacity guarantee;

The OEM strategy department pays more attention to the service of small and medium-sized enterprises while serving the cooperation of first-line brands. It is hoped that Ruiyang will provide strategic partners not only with high-quality products and capacity guarantee, but also more marketing development assistance, so that every one Companies that cooperate with Ruiyang can go hand in hand and develop together.

The external market development plan, led by the Jiangxi area, will realize the development model of brands and specialty stores. Through the operation of the group's marketing department, it will quickly build a group of model customers and realize the group's branded strategic operation. In the Southwest market, which has a relatively solid foundation, the marketing center also implements refined marketing services, further digging channels, seizing better market resources, and expanding market share.

No matter how rigorous the marketing strategy is, a strong marketing team is needed. "The creation of talent echelon is the key to Ruiyang Group to achieve corporate strategic breakthroughs." Chen Guanghui said that in addition to the continuous stability of the production team, the company has established a sound marketing organization in terms of brand operation, channel expansion, and terminal assistance, and actively reserves talents to lay a solid foundation for the development of Ruiyang Group.

 Adhere to strategic positioning  

  Building a strong brand 

Ruiyang Group adheres to the multi-brand strategy, aiming at more effective development under diversified market demands, and achieves differentiated operation of brands, products, and channels through marketing center planning, and strives for the largest market share.

At present, Ruiyang Group has three major brands-Qinyuanchun Ceramics, Xinmei Ceramics and Ruiyang Ceramics. Qinyuanchun Ceramics takes Chinese culture as its core and provides consumers with cultural tastes with overall home improvement space solutions; Xinmei Ceramics follows the simple fashion style to create the most favorite home improvement brick brand for young people; Ruiyang Ceramics With popularization as the main line, high-end ceramic tiles will be introduced into the homes of ordinary people, so that Chinese ordinary people can also use high-quality ceramic tiles.

In 2018, Ruiyang Group took an important step in brand promotion. On August 18, as the first high-speed rail named after a county-level city in Jiangxi Province, the "China Gaoan·Ruiyang Ceramics" high-speed rail train was officially put into operation. Effective promotion to enhance the visibility and reputation of Ruiyang Group.

In the next three years, Ruiyang Group will also invest more funds to upgrade and build the brand system. The total investment is expected to reach 200 million yuan. Focus on improving the Group's brand product development, product matching, product application, product display, terminal stores, channel construction, brand image, team training and after-sales service system, etc., to enhance the group's comprehensive strength and promote the implementation of the branding strategy.

"The value of the brand will make the company have a premium ability to the market, so the Ruiyang Group is firmly committed to the branding direction." Chen Guanghui made it clear. Ruiyang Group is currently unable to compete with first-tier brands, but we will continue to forge ahead toward this goal. Regarding the advantages of Ruiyang Group in the branding strategy, Chen Guanghui emphasized that production costs and operating costs are relatively low, and market channels are rapidly integrated. By shifting the focus of the group's work to the market and users, combined with the meticulous work of marketing and channel services, Ruiyang Group has been on the road of brand development.

As a leading enterprise in Jiangxi production area, Ruiyang Ceramics Group's transformation and branding development has become a fixed trend. With the continuous adjustment of the company and the continuous advancement of market channels, it is believed that Jiangxi production area will soon appear in real market brands and leading enterprises.