The market has no boundaries and continues to evolve.
"Iteration·Cross-Border - AutoNavi Ceramics 2021 National Dealer Conference & Slate Tile Product Strategy Summit" has successfully concluded. The release of the "Comprehensive Tile and Slate" product strategy marks that the AutoNavi brand has entered a new era. A wider field and a more cutting-edge track.
Today, the ceramic industry is revitalized with the birth of slate and slate tiles. How to empower terminals, reduce operating costs, and provide substantial assistance to dealers? How to seek common ground while reserving differences, survive and develop in the fierce market competition? It has become the most concerned issue for many dealers. After the meeting, Wang Xiaohong, General Manager of AutoNavi Brand Sales, accepted interviews from more than 20 industry mainstream media including Tencent Home, NetEase Home, Sohu Focus Home, Phoenix.com, China Ceramics Network, Ceramics Information, Ceramic World, and Huaxia Ceramics Network. Exclusive interview to answer questions about AutoNavi slate and ceramic tiles, and talk about the new opportunities brought by new products.
▲Mr. Wang was interviewed by the media< /p>
The following is the original text of the interview:
01
Reporter: After the launch of AutoNavi slate tiles, what is the layout and planning of product channels?
Wang Xiaohong:The competition in the current ceramic market is very cruel, and costs in all aspects are increasing. The price war has caused many ceramic tile dealers to fail to make considerable profits, and thus lose direction and confidence. This is Issues our industry needs to face urgently.
So in the end we implemented the strategic deployment of "comprehensive ceramic tile and slate", which is an overall plan and thinking related to the long-term development of enterprises and dealers. The company always stands in the interests of dealers and combines slate tiles with dealers' traditional channels, that is, slate tiles are compared with ordinary tiles. Dealers do not need to develop new channels themselves, as long as ordinary tiles are Sales channels can be directly connected to slate and ceramic tiles to achieve sales growth.
02
Reporter: You just talked about AutoNavi from a brand perspectivedot; The combination of slate tiles and dealer channels. Can you please talk about the combination of slate tiles and retail channels at the terminal from the perspective of a dealer?
Wang Xiaohong: In fact, after our ceramic tiles were converted to slate, we basically solved the problem of channel integration. Our existing sales channels are the retail channels of dealers. If they want to use Gaode slate tiles to open up new channels, such as high-end designer channels, our products have already well met their needs. Whether it is the style and specification of slate tiles, performance technology, processing applications, construction costs, etc., we have a complete set of solutions. The importance of product differentiation in market competition continues to increase. Amap Slate Ceramics has formed a differentiated competitive advantage. In addition to satisfying our existing channels, it can also become a good choice for some small tooling and complete decoration. Support products for dealers to achieve better cross-border integration of terminals.
03
Reporter: In what aspects does the headquarters empower dealers of AutoNavi slate and ceramic tiles?
Wang Xiaohong: In terms of brand communication empowerment, we prefer high-quality Internet media platforms. Traditional advertising is limited by geography and cannot fully benefit our dealers. With the convenience, diversification, interactivity and other characteristics of new media, Amap Slate Ceramics will achieve all-round and full-coverage nationwide promotion. One of the core points of our meeting is the signing of a strategic cooperation agreement with Tencent Home Furnishing. We will use Tencent Home Furnishing's strong media resources and operational experience to create a strong communication channel to provide strong brand support for dealers.
On the other hand, there is terminal image support. We will comprehensively upgrade the old stores and formulate a set of effective and feasible rectification plans based on the characteristics of each store to comprehensively improve the store image and help dealers enter " Comprehensive ceramic tile and slate-based runway to achieve a win-win situation.
04
Reporter: Is the transformation of Amap Ceramics from functional ceramic tiles to slate ceramic tiles based on industry trends? Will it be a major trend this year?
Wang Xiaohong: The transformation of ceramic tiles into slates will definitely be a trend in the future. Under this general trend, Gaode Ceramics has adapted to the changes in the market and launched Gaode·slate tiles, which can be said to be a This industry breakthrough is also a new leap forward for the Gaode ceramic tile brand. AutoNavi Healthy Energy Bricks have been launched since 2018, and our terminal dealers have a high degree of recognition of the company's overall strategy. At present, four to five hundred health energy centers have been built.On the basis of consolidating the health strategy, we must seize the characteristics of consumption, enrich the product system, strengthen product performance, and continue to make additions to R&D innovation. Our company has spent huge sums of money to build Gaode slate ceramic tiles. Whether it is the upgrading project of the production line or the introduction of advanced technology, it reflects our emphasis on new products. The performance of Gaode slate ceramic tiles is superior to that of ordinary ceramic tiles in all aspects. It has a wider range of applications and can meet the needs of multiple space applications. It has a huge market prospect.
05
Reporter: AutoNavi Ceramics has always focused on health functional bricks. Now that it is launching slate ceramic tiles, will it conflict with the original products?
Wang Xiaohong: There is no conflict. Since the launch of our healthy energy bricks in 2018, we have been deepening our health strategy and launching more products with superior performance. The slate tiles are also based on the original strategy. superposition. On the basis of the original colors, textures, styles and specifications of healthy functional bricks, new research and development and technological superposition are carried out, so that the slate tiles not only have excellent performance, but also meet the standards of healthy energy bricks in function, and are also antibacterial and antibacterial. , the effect of purifying the air. The health strategy is a strategic plan that our company will unswervingly pursue, and it is the basis for Amap to move forward steadily.
06
Reporter: What kind of considerations are based on the "comprehensive ceramic tile and slate" strategy?
Wang Xiaohong: The "comprehensive ceramic tile and slate" strategy is a strategic plan launched by our company after sufficient research and consideration. It will be a new path for long-term development in the future and an integrated market trend. The new direction, so I think the "comprehensive ceramic tile and slate" strategy is reasonable and forward-looking.
07
Reporter: What do you think the business structure of ceramic companies will be like in the future? Is it an overall transformation from ceramic tiles to rock slabs, or is it a separate transition from ceramic tiles to rock slabs?
Wang Xiaohong:This issue may involve a macro level. Ceramic tiles and slates are a big trend. As far as I know, several brands have already started to follow suit. Compared with the future development direction of the company, I pay more attention to the independent innovation of the company itself. While innovating, it also injects stamina into the development of the enterprise. Only by studying and judging trends in advance, keeping up with trends, constantly exploring and creating, and firmly following a healthy development strategy can enterprises stand at the forefront of the times.
In the future, many new equipment, new materials, new processes, and new technologies will appear to change the way ceramic tiles are manufactured and the competitive landscape of the industry. Therefore, no matter which mode I choose, IWe must all uphold our original aspirations, do better, and move forward fearlessly.
