On the afternoon of October 16, 2020, the media meeting of Inna Ceramics’ “One Brand·Four Hard Core Products” was held in the exhibition hall of Inna Ceramics Headquarters in China Ceramics City. As people's time, reading, and media exposure become fragmented, integrated marketing communications become even more important. The senior leaders of Yingna Ceramics and many mainstream media in the industry gathered together to witness the historical moment of Yingna's development.
At the media meeting, Mr. Zheng Xihong, General Manager of Inna Marketing, expressed a warm welcome to the arriving media. Then the development plan of Yingna Ceramics was elaborated.
Yingna Ceramics was founded in 2002. Based on ceramics, it focuses on the beauty of products and creates a beautiful living environment. Relying on years of accumulation and accumulation in the building materials industry, Yingna has organized resource allocation, directional channel expansion, created a complete product supply system, and laid out multiple profit directions. The current products cover four "hard-core" products: "all categories of ceramic tiles", "slate furniture", "all bathroom categories", and "ceramic tile auxiliary materials".
Zheng Xihong said that due to the impact of the epidemic in 2020, the terminal market will recover slowly. At this time, companies must be more down-to-earth and realize that it is more necessary to do integrated marketing in the place "closest to the transaction". He said that integrating multiple product categories and creating new models and multi-point profit systems is the current layout of Inna Ceramics. This year Yingna Ceramics still maintains continuous growth, which is inseparable from Yingna's system layout.
Integrated products: ceramic tiles, slate furniture, ceramic tile auxiliary materials, bathroom multi-point layout
The wave of multi-category integration is sweeping across. It is necessary to integrate new categories while solving the problem of multi-category collaborative operations, so as to truly achieve multiple points of profit for the enterprise. Yingna integrates high-quality products, such as ceramic tiles, slate furniture, ceramic tile auxiliary materials, bathroom ware, etc., into multiple locations to help the terminal make more profits.
Deep cultivation channels: deep cultivation workersCheng channels and decoration company channels
Under the influence of the COVID-19 epidemic, two situations have emerged in the construction and ceramics industry. One is that the industry has been cold, and there is almost no natural customer flow and orders in the market. The other is that the "stay-at-home economy" has given rise to live streaming of goods, and ceramic retail orders are almost online. Completed on. In addition, orders from engineering channels, which have always been less optimistic, were almost unaffected, and even became popular for a time. This year, Yingna will focus on engineering channels and decoration company channels on the basis of maintaining its original channels.
In the engineering section, relying on its product advantages and good services, it has settled in many large real estate companies.
In the decoration company section, we control the details and follow up on the whole process of decoration company services. This year, we have achieved in-depth cooperation with more than 30 decoration companies in Guangdong.
(Shenzhen District Decoration Company)< /p>
Marketing promotion: dual-line integration to broaden marketing system
The diversification and fragmentation of media have caused users’ attention to be infinitely dispersed. Only by deeply understanding consumer needs can companies and brands have the opportunity to seize users’ limited attention and achieve conversion. Customers now need integrated marketing solutions, including the execution part, so the needs of the entire market, industry and customers are driving ceramic companies to integrate these aspects. This year Yingna focuses on building an online marketing system, jointly promoting multiple platforms such as JD.com, Mini Programs, Douyin videos, and public accounts. At the same time, it supports terminals, provides marketing planning plans to distribution agents, and assists in offline execution.
At the exchange meeting, Mr. Zheng Xihong led various media to visit the exhibition hall and introduced the Eagle Various product series of Na
In this press conference, Yingna Ceramics clarified the strategic significance of "one brand, four core products", which is also a reflection of its strategic orientation and ability to change and innovate. Focus on products, improve services, deepenCultivated channels will build competition barriers for Yingna Ceramics in the era of great competition, continue to exert efforts in competition, and continuously enhance the competitiveness of the brand.
