Text/Yang Xiangxiang
Today, the product categories in the ceramic industry can be said to be in full bloom, but upon closer inspection, they are all similar. In such an environment, product strength is particularly important if you want to occupy a place in the market. As a strong brand under Haosheng Enterprise, an aircraft carrier-type building ceramics enterprise, Melco Marble Ceramics pays special attention to product creation.
Xie Zhuoyan, deputy general manager of Melco Marble Tile Marketing, said: Product is the first element. Melco focuses on the production of marble tiles, taking product innovation as its core and continuously improving its brand strength. Haosheng Enterprise has a total investment of more than 2 billion yuan and has three major production bases (Sanshui Baini, Foshan, Guangdong, and Heyun, Qingyuan, Guangdong), covering an area of 2 million square meters, 17 internationally advanced production lines, and an annual output of 102 million square meters. .
Melco Marble Production Base
Xie Zhuoyan revealed that Melco marble tiles have increased by 6.8% compared with the same period last year. So far this year, there have been 40 new dealers. In 2020, the main reason why Melco marble tiles can still increase sales and customer growth rates is the adjustment of product structure:< /span> First of all, this year we launched products that are more suitable for the mass consumer market; at the same time, we also added imported ceramic tiles at the beginning of the year, aiming to increase the height of the brand; secondly, we vigorously launched dry-grain mirror marble in July Ceramic tiles and slate products are also being planned to be launched online.
As for the product strategic planning of Melco marble tiles, Xie Zhuoyan mainly introduced it from two aspects. First of all, "young fashion" is the clear brand positioning and the younger generation is the target consumer group. Consumers born in the 1990s pay more attention to personalization. When it comes to the choice of home products,Personal aesthetics and purchasing power become their consumption orientation. The products of Melco marble tiles are mainly targeted at young people, and have established a "fashionable", "trendy", "high-end" and "vital" brand image; in addition, the personnel composition is mainly composed of those born in the 80s and 90s, and the agents in various places are also mainly The younger team born in the 1990s understands the preferences of young consumers better and is more likely to be close to the needs of young consumer groups. This makes Melco marble tiles one of the best choices for the younger generation.
Melco marble porcelain products tend to be elegant and modern, with various categories and specifications such as matte and soft light, and the prices are also diversified, which can meet the different needs of young people. The recently launched mirror marble is also based on the preferences of young people. designed.
Secondly, push different products according to different output channels. For example, when Melco Marble Tiles and Dabao Company merged, they paid more attention to tiles with soft and elegant textures; for high-end designer channels, they integrated the physical properties of rock slabs with the category of marble tiles to promote product continuity. To upgrade, on the one hand, we look for product differentiation and grasp the trends in slate slabs; on the other hand, we encourage and support dealers to cooperate with local furniture manufacturers in the slate slab trends; we apply the reverse reasoning principle to share the designers’ demands for the use of slate slabs with Dealers should be guided to use rock slabs correctly. In addition, in order to expand sales channels, Melco Marble Ceramics has also set up a finishing department and a strategic engineering department.
Melco Marble Tile also provides great support to the original channel merchants. In July this year, the 26-day Melco Marble Tile Fifth Season National Linkage "Strive for Full Profit·Trendy Players Clothing Festival" was held. Thanks to the hard work of thousands of Xinhao people from more than 100 cities across the country, the event achieved sales of 43 million yuan and won the attention of more than 1 million consumers across the country.
In the 2020 "Top Ten Architectural Sanitary Ceramics Brand List" sponsored by the China Architectural Decoration Association, the Material Application Branch of the China Architectural Decoration Association, and the China Ceramics Network, Melco Marble Ceramics was selected for its excellent strength and good reputation. Word of mouth won the title of "Top Ten Marble Tile Brands", which is well deserved.
Brand development is inseparable from product innovation and industry recognition. Believe in the honor of "Top Ten Marble Tile Brands"With the endorsement, the brand awareness, reputation and influence of Melco Marble Ceramics will be further enhanced, and its development will be better and better.
Author: Yang Xiangxiang
