Time, in the form of still water and deep flow, flies by quickly without our awareness. The documents are complicated, with the head buried and then raised, more than 700 days and nights pass by in pitch and pitch: a seed grows into a sapling, a child learns to communicate smoothly, a plant completes several rounds of flowers withering and blooming, a brand ——Another gorgeous turn and glorious upgrade!
Hongyu - this name makes people feel that the universe is majestic, all-encompassing, and the universe is vast. In order to interpret the grandeur and rush into the infinite possibilities of the future. Hongyu's LOGO, a blue eagle that is flapping its wings and about to soar into the sky, also shows the infinite power of soaring upward.
——Therefore, Hongyu’s early low-key and restrained, silence is gold and wisdom; its mid-term moderate openness, just right Speaking out is wisdom; its recent high-profile hits and glory upgrades are the wisdom of wisdom!
From quietly and low-key accumulating momentum, to occasionally speaking out in stages, to high-profile upgrades to show themselves, the Hongyu brand has been It comes naturally and naturally, reflecting the true accumulation and unstoppable momentum - the development of this brand can be roughly divided into the above three stages. At each stage, it moves forward steadily and unbiasedly with clear goals. What's more important is that the strategies it adopts in these three stages are basically consistent with the characteristics of the different stages of the development of the architectural ceramics industry. This is quite rare!
We know that the development of China's building ceramics industry can also be roughly divided into three stages: early stageThere is a strong market stage for sellers when production capacity is king; a market equilibrium stage for buyers and sellers in the mid-term when production capacity tends to be saturated; and a strong market stage for buyers with overcapacity in the later stage. The biggest market characteristic of this third stage is that business is getting harder and harder to do, ceramic tiles are getting harder to sell, and brand potential is becoming more and more prominent. So, during the different stages of industry development and changes in the market environment, how should the development of an excellent brand follow the trend? How did you complete your gorgeous turn and upgrade to glory? What kind of profound wisdom does it reflect? We might as well look at "Hongyu Wisdom" from the perspective of a media person and from the perspective of brand transformation and communication.
Silently accumulating energy vs. the era of production capacity being king
The golden age of Chinese architectural ceramics was concentrated before 2008. In the mid-1880s, with the introduction of the first modern architectural ceramics production line, the advancement of reform and opening up, huge domestic demand and the advent of the Great Economic Leap Forward era, China's architectural ceramics industry expanded rapidly across the country at a blowout rate. . At that time, production capacity was king. As long as you had production capacity, you were the boss. The most obvious manifestation is that before the mid-1990s, ceramic factories were equivalent to money printing machines, and ceramic tile products were in short supply. Although at the beginning of the 20th century, with the crazy expansion of the ceramics industry across the country, there was a "white terror" that caused major production areas, led by Foshan, to relocate ceramics factories out of environmental concerns, but this did not change this situation. Generally speaking, the industry development status is still a seller's market.
Therefore, at this stage, many companies - especially local companies in Foshan, often automatically choose the strategy of "making a fortune silently" in obscurity. Hongyu Ceramics, founded in 1997 in Shiwan, Foshan, is a leader among them. It has been concentrating on quietly expanding production capacity, silently developing products, comprehensively improving production quality and opening up sinking channels. We have always been committed to selling "the best quality bricks to the most ordinary people" with ultra-high cost performance, quickly attracted countless fans, and seized market share and volume in large quantities.
At that time, many ceramic tile companies were busy grabbing report space in industry media, and some corporate brand advertisements left the industry and entered the terminal. However, Hongyu Ceramics always deliberately kept a low profile. "Unknown", despite this, its stores and sales outlets have been properly distributed to prefecture-level cities, county-level cities, and even a large number of rural markets.
The author remembers that during the Spring Festival in 2009, when I returned to my hometown for the New Year, I discovered an outdoor advertisement for Hongyu Ceramics on the rural road along the way. I specifically consulted the person in charge of the marketing department of Hongyu Group. They said it was an advertisement made by a local dealer. The manufacturer rarely advertises and rarely deals with the media. The media industry unanimously commented: "Before 2009, Hongyu always worked hard and hardly dealt with the media. He was a mysterious dark horse in the industry."
As we all know, around 2008, before the emergence of the "white terror" in the ceramic industry, the industry was indeed suitable for hard work, and the entire industry was also suitable for "making a fortune quietly." This was also the early period when Hongyu Ceramics brand was silently gathering momentum and energy, so they wisely chose to be low-key and restrained and work silently.
Moderate exposure VS era of basic balance between production and marketing
The development of the industry has entered the early 21st century. With the rapid expansion of architectural ceramics production capacity, major production areas across the country have gradually formed. With the increase in production capacity After continuous expansion, the architectural ceramics industry has entered a period of basically balanced production and sales and early structural overcapacity. Compared with the early prosperity and prosperous situation in which supply exceeded demand, the market during this period was more rational and tended to balance production and sales.
Around 2009, Hongyu Enterprise, which had been developing silently for more than ten years, became the most mysterious dark horse in the building ceramics industry at that time. There are various speculations from the outside world. Some people say that its size isIt is undoubtedly the top three companies in the industry, and some people say that it is second only to the first company and should be ranked second. Although there are different opinions and it is more mysterious, there is no doubt that it is a dark horse in the industry.
Before 2009, many media were very interested in Hongyu Ceramics. Interviews and appointments with senior management were all rejected. Some media even inquired about Hongyu Ceramics through various third-party relationships. , wrote a manuscript for it, and the thousands of words of the manuscript were eventually blocked by the company and never published. The mystery of this company, the size of this company, and the culture of this company all became the objects of discussion by many well-known people in the industry at that time.
However, Hongyu Ceramics still pursues development quietly in a low-key and introverted manner. It is neither slow nor arrogant nor impetuous. It aims at its own goals, follows its own pace, and automatically abandons everything. Distracted thoughts interfere, do quality and be yourself.
Until 2009, after internal discussions and decisions of Hongyu Enterprises: based on the current corporate size and brand development needs, based on considerations of avoiding deviations in external "legends", and based on market development Considering the current situation, implement a moderate exposure strategy for the media. As a result, a group of media people, including the author, were able to come into contact with the Hongyu Enterprise Marketing Department for the first time, successfully interview the company's senior executives for the first time, and gain a more intuitive understanding of the brand.
At that time, "Hongyu Ceramics, the new star of the ancient town", as its image and positioning for external communication, once attracted the attention of many media people. Its low-key, introverted, pragmatic and hard-working style Its style, its constantly innovative yet unprovoked product development strategy, its original intention of "making innovative products available to ordinary people", its silent poverty alleviation, donations for disaster relief and other great charity deeds have all added to the charm of this brand. At the same time, the implantation of profound traditional poetry culture in the brand and product series promotion has also added a lot of profound heritage to the brand.
The Hongyu brand culture of "Big Universe, Big Mind, Big Development" was also made public around 2014 and became the core communication concept of the brand. This culture has become the most important corporate brand. Appropriate interpretation. it pregnantWith great love and kindness, we are heading towards a better future.
High profile VS The fragrance of wine is also afraid of the deep era in the alley
The market has been difficult in recent years, and it is no longer like the noisy "cold wave" in the industry before 2014, especially after the passage of time in 2016, Entering 2017 and 2018, media reports entered a period of comprehensive coverage with words such as "bankruptcy wave", "major reshuffle", and "the industry's continued cold winter is the norm", and industry insiders also expressed obvious panic to each other. And anxiety and confusion are widespread in the industry.
Especially in 2018, with the full implementation of the fine-decorated housing policy and the serious diversion of strategic centralized purchasing and decoration trends, the traditional retail industry of ceramic tiles faced unprecedented heavy losses, and consumers' iterative changes were obviously rational. The era of low profits has finally turned from the predictions of the media and experts into actual facts. The competition between brands and markets in the industry has entered a fever pitch, with brands facing a life-and-death test every day...
In this period of industry development, consumers' attention and attention have also been widely diverted. Therefore, "the fragrance of wine is afraid of the depth of the alley." Hongyu Ceramics carried out a comprehensive brand upgrade in 2017. In July of the same year, the "Glory Strategy" was proposed, and the brand upgrade officially entered the fast lane. A series of actions such as CCTV advertising, product iteration and upgrade, exhibition hall renovation, marketing innovation, team promotion, dealer training and upgrade, etc. are intensively carried out in Hongyu.
After a round of comprehensive improvement from the inside out, Hongyu Ceramics has presented itself to the public with a brand-new attitude: the redesign of its exhibition hall and the system upgrade have combined its profound Cultural heritage and advanced scientific and technological achievements are integrated into every corner of the display, running through the shape and quality from form to content; with a posture of accumulation, it can easily win the glory after transformation. Whether it isThe brand image it displayed as an "industry heavyweight" at the exhibition, or its profound cultural connotation attached to all series of products like a soul, or its swipe-screen promotion on major media and platforms, They are all manifestations of wisdom that follow the trend after accumulation and development to a certain stage.
As time marches into July 2019, Hongyu Ceramics brand has gone through a 2-year journey on the road to glory. For 730 days and nights, this brand shines on the top of Shiwan Ancient Town with an unprecedented high profile, like a bright star, shining on the canopy of architectural ceramics, dazzling!
The future is here, Hongyu will have unlimited possibilities
From the brand's continuous climb and glorious transformation process, it is not difficult to see the great wisdom and infinite possibilities it presents.
As mentioned at the beginning of this article, "Hongyu" - a brand name that inherently carries a vast and majestic temperament, a brand name that inherently emits a majestic and vast atmosphere. A brand name that sounds like the sun, the moon, and the stars are shining in it. It has infinite possibilities and plasticity. Now, after 20 years of accumulation, the Honor upgrade was implemented in 2017. So far, the changes in just two years are really impressive!
Honor's transformation, Hongyu brand's choice at this point in time is just right and appropriate. It took 20 years to accumulate strength without slowness, arrogance or impetuosity. For 20 years, it stayed lonely in the industry and looked down on glitz. Then, in 2017, it began to build on the deep foundation of 20 years, take advantage of the trend, make qualitative changes, and transform in a high-profile manner. . The success of its transformation is inevitable and not accidental, and this transformation undoubtedly reflects its wisdom.
Same as waves, lively and frivolous in streams, steady and refreshing in rivers and lakes, and heavy and powerful in the sea. If the high-profile glory of Hongyu Ceramics in the past two years is called a wave, I think it must also be a rolling wave in the sea. It has the lively and refreshing charm of the wave, and the broad, heavy and powerful side of the sea. It has more Lots of possibilities and flexibility.
In the past, it was restrained and accumulated strength. Now it is accumulating strength. In the future, it will continue to run steadily in the direction of its own wisdom. Go to your own infinite world!
"Only when you can endure loneliness can you maintain prosperity" - we have reason to believe that Hongyu Ceramics has endured this for 20 years Enterprises that have been lonely for many years will surely be able to maintain their prosperity for a longer period of time!
(Foshan, June 12, 2019)
Author: Pan Chunhua
