In the new era of consumption, the products, prices and services of ceramic enterprises are continuing to roll in. At the same time, the marketing style of ceramic enterprises is also constantly upgrading. In the industry environment of overcapacity, serious product homogenization, fierce price war, and less perfect service, how can ceramic enterprises seize business opportunities through moderate marketing?
At present, many ceramic enterprises often ignore the value of market sentiment while pursuing the maximization of sales performance. As we all know, the ultimate goal of marketing is to seize the minds of consumers. Only when the emotions provided by the brand, product and culture are positive, pleasant, and healing, and can establish a good emotional resonance with consumers, will they be recognized by consumers in a real sense. That's where the power of emotional value comes in! In recent years, providing positive emotional value has gradually become another breakthrough in the marketing of ceramic enterprises.
Brand marketing focuses on emotional value
Summit joined hands with Desert Post Office to launch a cross-border co-branded IP
If you mention the ceramic brands that have come out of the circle in recent years in terms of cross-border co-branded IP creation, there must be a place for Summit tiles. We see that Summit Ceramic Tiles has achieved a joint series of cooperation with the world's super animation IP Doraemon and museums through a series of actions such as product innovation and marketing innovation; Linking Keep, participating in the BKA Big Child Post-Dimensional Trend Special Exhibition, and joining hands with Shuhei Aoyama and Shao Weiyan and other design masters, the brand has laid a deep internationalization, youthfulness, innovation, and design logo, and successfully created a vivid and trendy design tile brand image.
It is worth mentioning that in order to deepen the brand label of Summit design and continue the brand attitude of cross-border co-creation, this summer of July, Summit Tiles, which has always played with the new fashion of cross-border co-branding, has made a big move! This time, Summit joined hands with China Post IP-Desert Post Office to create a summer theme activity of "Home with Charm and Nature ·".
The author believes that the cross-border joint IP marketing of Summit tiles combined with new products is at the right time. The trinity of summer desert trips, young people's emotional value, and the strong performance advantages of new products can be said to highlight the brand tonality and achieve precision marketing.
It is true that for modern young people, the meaning of travel is no longer as simple as checking in at scenic spots and taking pictures, but to walk the road that has never been walked, see the scenery that has never been seen, and experience the customs and customs that have never been experienced! It doesn't matter which destination you go to, what matters is the strangeness, curiosity, passion and a lot of uncertainty on the way to travel - just like life!
The desert is a special kind of existence that can't help but make people think! The picture of "the desert is lonely and the smoke is straight, and the sun sets on the long river" emerges in front of me. If the poet Wang Wei's famous sentence intuitively describes the desolation of the desert Gobi Desert with "the sky is vast and the wilderness is vast", then as a modern young person, when he walks into the desert, he will experience more emotions and realm art in addition to language and writing art, and experience the very charming desert style.
Therefore, more and more young people choose to go on a desert trip in summer, on the one hand, to release pressure and enjoy different scenery, so as to gain a sense of relaxation; On the other hand, you can feel the charm of nature from your travels, get creative inspiration, and complete a spiritual journey. In particular, the Young Artists will consider sending postcards to friends and family at the desert post office to convey a sense of lovesickness.
It can be seen that Summit accurately targets young consumer groups, and has insight that young people are now inclined to experience emotions and realm art through the current popular freewheeling nature journey, so as to release pressure and convey positive emotional value. In addition, Summit also uses "long-lost" postcards, personalized co-branded custom stamps, and peripheral cultural creativity as a medium to awaken the beautiful memories of young people, heal their hearts, and arouse circle-breaking resonance; At the same time, it also mobilizes the enthusiasm of participation and enhances the brand heat and topic discussion. Thus, highlighting the brand image of Summit, conveying the brand temperature and enhancing the brand identity.
This time, the Summitt Desert blockbuster was launched, which made people feel the shock of the beauty of power.
At the same time, Summit also combined the natural characteristics of the desert to shoot a blockbuster film of the performance challenge of the rock slab. Diyun series, seam series, rough stone · wonderland series products go far to the Tengger Desert, accept the challenges of wind and sand, exposure to the sun, high temperature, superior physical properties, high hardness and strong wear resistance, not afraid of wildfire, high temperature resistance, show superior product strength. In short, this desert adventure is a three-dimensional event marketing with the new Diyun series as the starting point.
(Rough · Wonderland series Avigny Vincent Cassis)
(Di Yun Series - Saint-Gottevesuvius Batmere)
Contemporary young people return to nature and release stress
The new products of the Diyun series highlight the beauty of natural art
It is understood that the groups that feel the most pressure now are mainly the post-80s and post-90s, and at the same time, they are the most influential part of the Internet at present. If you want to get rid of anxiety, you need to be comfortable and release the stress caused by anxiety.
In today's era of unbridled anxiety, a sense of relaxation is precious. Some young people choose to return to nature, to the countryside, to find a long-lost sense of relaxation.
Just as Summit Tiles and Yidoutang APP cooperated, the well-known designer Su Zhaoqi created a natural home for fashion/travel blogger @Giselle Saiye, which is a case of returning to the countryside with both heritage and art. When a chic soul meets a young and free brand, it is a tacit and beautiful co-creation that heals the soul.
Giselle's décor inspiration comes mostly from the experience of staying in a hotel while traveling, and having experienced so many different styles, she believes that what is natural and unoverly embellished is the most beautiful. The new home draws on the colours and textures of the sand dunes of a desert hotel in the Middle East, and the wood-like rainforest style of a hotel in Bali, giving the whole a sense of back-to-nature comfort.
The finishing touch of the whole house is the background wall at the corner of the staircase, which is nearly 5 meters high, and the whole wall is full of flowers in the art style. The beauty of the flowers, strong and elegant, is very consistent with the romantic and free personality of the owner, and has a great sense of art and luxury.
Based on the tone of the natural system, in terms of hard decoration, Giselle also hopes to abandon industrial materials and use more natural textures. Summit Tile Di Yun series - digital three-dimensional micro-mold technology style just meets the people who advocate nature.
The two floors of the whole house are paved with Di Yun series - Saint Gotte, 1200×1200mm super large size, warm beige white, with travertine-like natural texture, and the layering of raw stones can be seen between the textures.
In recent years, looking at luxury real estate at home and abroad, most of them are light luxury style as the embodiment of luxury. Since 2020, light luxury has been at the forefront of home furnishing style that users on major platforms pay the most attention to, and light luxury has become the mainstream aesthetic of home design; For the nouveau riche, the light luxury style satisfies the consumption upgrade while carrying a strong personalized label, which can highlight the heritage of the home, and the user's life experience, wealth scale, personal taste, etc.
The Di Yun series was born out of luxury, digging deep into the product scale, humanistic design, and product craftsmanship as the product heritage, whether it is the aesthetics of appearance, product configuration and the creation of a circle of life atmosphere, it can become the choice of light luxury buyers and designers.
Nowadays, it is very important for young people to buy a house. It is understood that Founder has become an ideal choice for more and more young people. At present, the new Diyun series promoted by Summit is the 1200×1200mm large square specification, showing the architectural aesthetics of "square first"; Cooperate with Styrwaff R&D Studio in Italy to design works; Incorporate Western academic paintings and light luxury style colors as texture techniques; Three unique visual effects to meet the aesthetic needs of luxury houses; Exclusive patented three-dimensional micro-model technology shapes the rich layers of product quality, shape, color and pattern; The superior physical performance design shows the luxurious and luxurious beauty of the product.
Di Yun series - Saint Got's surface has a slight pitted feeling, rich layers, waxy soft and skin-friendly texture, very suitable for walking barefoot in summer, and sitting on the ground, caressing inadvertently, there is also a feeling of healing.
As a new "out of the circle" product in the ceramic industry, the natural and comfortable, warm and delicate, excellent touch, easy to clean and easy to care for skin-feeling glazed ceramic tiles are favored by young consumers and have also won the love of many designers. Summit locked in this "popular" ceramic tile category with "skin-friendly" technology, and deeply interpreted the skin aesthetics to young consumers.
From Summit's choice of skin-feeling tiles in "The Champion's New Home" to create a new home for Ye Shiwen, to brand ambassador Zhang Xincheng's choice of skin-feeling tiles to "explode" his personal studio, all reflect the popularity of skin-feeling tiles.
"Design + life" is Summit's brand concept all along, and the new Diyun series highlights the beauty of natural art through this vivid design. It is understood that the brand endorsement of the Yidoutang platform, Pacific Home Furnishing, well-known designers and talents is authoritative and disseminated, which builds momentum for the promotion of new products throughout the year, enhances the popularity of communication, and empowers the terminal to sell goods.
Summary: In the new consumption era, it is not the product itself that affects consumer behavior, but an emotion that is felt by oneself. Many times, consumers choose a brand to satisfy a certain preference, feel a certain emotion, and are willing to pay a high price for it.
Behind the emotions are the correct three views. Let the general public feel that it is an innovative brand and a brand that creates value for consumers. Consumers' sentiment towards the brand is actually a kind of feedback and projection that the brand has shown to the public for a long time. At any time, sincerity is nirvana, adhere to the correct three views, do not brag, do not exaggerate, do not double standard, always put the interests of consumers first, will naturally get a positive response from the market.
As another kind of soft power in addition to product and brand value, emotional value is becoming an important bargaining chip that affects the survival and development of an enterprise.
It is true that Summit, as a leader in cross-border art, is looking for new peaks with young partners through innovative cross-border marketing and product design, and climbing higher mountains step by step. In order to reach more young consumer groups with positive emotional value and achieve higher goals!
Article source: The original work of this article, reprinted in the author Wang Rong (Ceramic Information Public Account).