Although it is a traditional Chinese industry, there are very few ceramic enterprises that have been operating for more than ten years, and even fewer have successfully passed the "18-year-old coming-of-age ceremony." For Huiwanjia Ceramics, which has entered the age of 19, brand building and maintenance is not only a protracted war, but also an in-depth communication between the brand and users, products and the market. From "intimate care" to "thousands of choices", the brand concept has been renewed and upgraded, and from a single supply to the product research and development thinking of user needs, Huiwanjia Ceramics has always taken the three "cores" as the cornerstone, and has embarked on a deep-rooted journey. The road of "benefiting thousands of families" with deep brand imprint.
Core 1: Focus on "innovative technology" and promote corporate innovation through industrial layout
In the past few decades of development, China's manufacturing industry, especially the home furnishing manufacturing industry, has undergone earth-shaking changes. The intelligent digitalization of the home furnishing manufacturing industry has become an irreversible development trend. Only companies that take the lead and adhere to this "breakthrough" can Only in this way can we go further on the road of branding.
As a "veteran" enterprise in the ceramic industry, "industrial innovation" and "innovative technology" have always been the core keywords throughout the 19-year development of Huiwanjia's entire brand. From the establishment of the Contemporary Ceramics Research Institute to becoming the industry's first green and intelligent manufacturing demonstration base for Chinese architectural ceramics; from deepening cooperation with China Telecom to comprehensively promote the construction of 5G smart factories, to signing a strategic cooperation agreement with Aerospace Cloud Network to create industry-level quality projects; From the acquisition of more than 740 patented technologies and copyrights, to being named a national intellectual property demonstration enterprise; green factory, the first Chinese "Ceramic Slate" standard unit, the longest double-layer kiln in the world, etc. Through these measures, Huiwanjia Ceramics truly takes "green environmental protection" as its cornerstone and "innovative technology" as its research and development sword, enhances the core competitiveness of the brand, grasps new trends in market development, and thereby realizes the upgrading of the brand to the upstream of the industrial chain.
Contemporary Ceramics Research Institute
The industry’s first green smart manufacturing demonstration base for China’s architectural ceramics
Currently the longest double-layer kiln in the world - 415.8 meters industrial "4.0 Energy Efficiency Benchmarking Digital Intelligence Era" Slate Double-layer Kiln
Huiwanjia’s group was approved as a “National Intellectual Property Demonstration Enterprise”< /span>
Core 2: Comply with user needs and continue to supply high-quality products
Gao Liankui once emphasized in the book "Economics Born in China" that "products" are the core of economic development. In addition to industrial innovation, Huiwanjia always strictly ensures high-quality product output and strictly controls the selection of raw materials, so as to ensure long-term stability and excellent product quality.
While achieving strict quality control, Huiwanjia adapts to user needs and continues to launch cutting-edge trendy products to the market: 2021 Monet INThe Elephant Series - 2600x800mm solid color slate series is launched. The high-saturation colors break through the aesthetic fatigue caused by traditional products, and at the same time create a complete solution for home wall panels.
Picture: 2021 Monet IN Elephant Series-2600x800mm Solid Color Slate Series< /span>
At a time when consumers are paying more and more attention to their health, Huiwanjia Ceramics has launched a revolutionary and innovative functional product - Huiwanjia Zhinuan graphene heating tiles. The new graphene material is combined with the ceramic tiles, which is safe, energy-saving and has a long service life. With product advantages such as long life and low operating costs, it not only iterates traditional indoor heating methods, truly enhances users' home experience, but also creates new profit growth points for dealers.
Picture: Huiwanjiazhinuan graphene heating tiles
Unlike other brands that only focus on specifications and textures, Huiwanjia ensures the high-quality output of its products, and at the same time is committed to in-depth research and development of product functional attributes, making the ceramic tile category in-depth and thorough, and directly reaching consumers with its products. Achieve increased brand awareness and continue to drive the brand forward.
Core 3: Using “temperature” home to shape a new “game” of home marketing
After maintaining the advancement of the manufacturing and product sides, Huiwanjia needs to directly attack not only other competing brands, but also Generation Z consumers whose aesthetic needs are constantly increasing and who are willing to pay for "feelings" and interests.
As a new generation that grew up with the rise of the Internet, their consumption requirements are much higher than those of consumers in any previous era. In addition to pursuing quality and design, they also hope to find their own spiritual resonance. At the beginning of 2021, Huiwanjia proposed a new brand slogan-"Thousands of Selection Benefiting Wanjia", and through the anthropomorphic brand image IP "Aze", a series of short videos, and "creating festivals"and other creative content, creating a “same frequency resonance” with young consumers.
Picture: Huiwanjia Image IP Aze
In terms of creating anthropomorphic IP, Huiwanjia abandoned the previous preachy propaganda of the brand, and instead incorporated the concept that the brand wanted to convey through the approachable image of "Aze": his critical vision. , the meticulous care for the family and the label of "warm man" are exactly the emotions and attitudes that Huiwanjia wants to convey; at the same time, in order to better highlight the personality charm of "Aze" and shorten the distance between the brand and consumers, Huiwanjia even used "Aze" as the starting point to create a series of short videos called "Twelve Zodiac Warm Men's Illustrations", with customized and life-oriented theme content, so that different consumers and audiences can find resonance points. It has become one of the most noteworthy "breaking the circle" events in the home furnishing industry this year.
Picture: Twelve Constellations Warm Man Illustrated Series Video Poster
In addition, Huiwanjia has teamed up with NetEase Home to jointly create the "915 Strict Selection Festival". From online creative interactions to offline considerate services, Huiwanjia has truly achieved "Strictly Selected for Love" in a diversified form. ”, which improves the brand’s memory and favorability among consumers.
Picture: Huiwanjia 915 Strict Selection Festival National Promotion
It’s not that consumers in the Z era don’t like advertising, but they don’t like cold marketing promotions without any creativity. Huiwanjia has a profound insight into the preferences and needs of young people, and providesIn addition to high-quality products and considerate services, the concept of "choose from thousands to benefit thousands of families" advocated by the brand has been penetrated into all circles through content, so as to truly meet their individual needs and create a "warm" home.
Whether it is the changes and innovations in the industrial layout or the brand communication that breaks the rules, it shows from another aspect that Huiwanjia's success is not achieved overnight, but always insists on focusing on user needs, focusing on high-tech and innovative products. Through step-by-step intelligent manufacturing transformation, we can achieve high quality, high added value and high market share of the brand. Huiwanjia, which has always adhered to these three "core points", has brought more remarkable transformations and innovations to users and the entire home furnishing industry after "adulthood"!
