November 8 was originally the opening day of the rescheduled 37th Foshan Ceramics Expo after it was postponed. Unfortunately, this event was not held as scheduled. The Foshan Ceramics Expo Organizing Committee issued a notice on October 26 that the 37th Foshan Ceramics Expo (offline) was postponed to April 18-21, 2022. The Foshan Ceramics Expo, which is held twice every year in spring and autumn, was only held once for two consecutive years due to the epidemic.
As the organizer of Foshan Ceramics Expo, China Ceramic City Group was not constrained by this regret and imperfection, and resolutely chose November 8 to officially submit its first and most core project. ——Transcript of version 1.0 of China Ceramics City’s second venture.
From the window of Chinese architectural ceramic sanitary ware brands to the world, to the world center and Chinese stage of architectural ceramic sanitary ware brands
In the 19 years since its establishment, China Ceramic City established its first entrepreneurial positioning in 2003 (during the SARS period) - to serve as a window for Chinese architectural and sanitary ceramic brands to the world. At that time, China Ceramics City laid the foundation for the success of its first venture through innovative initiatives such as the Ceramics Expo and International Sourcing Festival, the World Ceramic Tile Forum, Summit Dialogues, and the Home Decoration Summit Ice Breaking Tour.
History is always surprisingly similar. Under the haze of the COVID-19 epidemic in 2020, China Ceramics City has officially established its second entrepreneurial positioning - becoming the world center and Chinese stage for architectural ceramics and sanitary ware brands. Yu Min, the president of China Ceramic City Group, used the words of painful experience to introduce the second venture of China Ceramic City. Affected by multiple factors such as the deterioration of the international trade environment, the successful business model of China Ceramics City Group in the past has suffered a huge impact. At this time, transformation is urgent for China Ceramics City.
In July this year, China Ceramics City fully launched the "2021 New Product Launch Plan" and successively revealed the latest progress of the new product launch plan to the outside world through the signing of brand contracts. On the afternoon of September 1, China Ceramics City held a "New China Ceramics City Press Conference" to officially disclose various projects of China Ceramics City's new plans. In addition to positioning, China Ceramic City's new plan will also be comprehensively upgraded in terms of business layout, customer channels, services and other dimensions.
Now, the results of China Ceramics City’s second venture have been initially revealed, welcoming the new era with a new look. ChinaHow will Ceramic City seize opportunities amidst constant challenges in the future?
Magnify your original advantages
In line with current market trends
Yu Min said that China Ceramics City's new launch is based on a new concept: amplifying advantages and conforming to trends.
China Ceramics City has a unique geographical advantage. It is located in Foshan, the most complete production base and distribution center for China's industrial chain, and has extremely mature circle resources; China Ceramics City has accumulated historical advantages, and it belongs to Foshan China Ceramic City Group's 20 years of experience in operating an industrial service platform has become an intangible asset for the continuous development and growth of China Ceramic City; China Ceramic City also has a well-known brand advantage. With the mission of "brand, innovate new home culture experience", China Ceramic City has won wide industry recognition and strong brand effect for itself. Based on these major advantages, it is logical for China Ceramics City to conform to the current trend.
In response to the current trend of the rise of the new generation of consumers, China Ceramics City has optimized the sellers stationed in it from the aspects of brand and category. In terms of brands, China Ceramics City focuses on the three key words of youth, fashion, and high-end, sophisticated, and actively introduces China’s outstanding national brands and top overseas imported brands, striving to create a reputation of “good brands, all in China Ceramics City” and reduce consumption. purchase threshold. In terms of categories, China Ceramics City has built a Category Pioneer Hall on the third floor, which brings together hidden champions in 79 subdivisions. There are both large-scale brands and small but beautiful specialty products, achieving full product category coverage.
In view of the current trend of continuous transformation and refinement of market channels, China Ceramics City has put forward the operation strategy of "invite in to create festivals and go out to connect", insisting on the two-way development of channel content, and by creating global e-commerce direct purchase festivals, During festivals such as the Engineering Product Selection Festival and the High-end Shopping Festival, we will deeply explore B-end and C-end buyer channels at home and abroad, and continue to use the three major contents of "Full Category Material Library", "New Product Express" and "Material Selection Micro Course" as the starting point. Brands in the city deliver precise traffic. It is reported that in addition to the category pioneer pavilion, top-level import pavilion and major brand pavilions that have been built so far, China Ceramics City will also build theme exhibition areas such as Kangyang Street 1, Rural Construction Street 2, and Green Street 3 in the future, forming a project The category aggregation effect enables one-stop centralized purchasing.
In response to the trend of consumption upgrading and the advent of the consumer brand era, China Ceramics City is based on the buyer's thinking and starts with service. It is reported that during the epidemic in 2020, China Ceramics City took advantage of the situation and launched a super errand service. It provides buyers with free one-to-one errand service in the three stages of pre-sales, during and after-sales, allowing buyers to complete purchases without leaving home. At the same time, combined with the rights of big V, professional buyers can enjoy free accommodation, meals, airport pick-up and other services. In addition, we will vigorously crack down on speculators and solicit customers, and actively create an orderly business environment so that buyers can have a good consumption experience. The completion of the Buyer Service Center in the North Gate and the Wanwan Inn in the West Annex will further help China Ceramic City provide consumers with consumer experiences that exceed expectations, such as interactive and immersive consumer experiences, leisure and relaxation, dining and socializing... …
Don’t forget the original intention of the ceramic industry service platform
Taking innovation as the starting point to drive the upward growth of ceramic brands
"Brand and platform should be an inseparable whole. Only when they are in sync can we go faster, further and more steadily. At the same time as the new plan of China Ceramics City is launched, Inno will also be located in China Ceramics City 2 The exhibition hall of the building will be fully upgraded, and we hope that through the close linkage between the brand and the platform, we can achieve a co-construction effect of 1+1 greater than 2," said Dai Fulin, general manager of Inno Enterprise Brand Center.
Yuan Yongyi, brand director of Hengjie Sanitary Ware, said that while China Ceramics City creates commercial value for merchants, it also creates a high-end platform that meets consumers’ quality life needs. This is an important reason why brands choose to enter China Ceramics City. . It is reported that the top-level import pavilion opened this time in China Ceramics City has attracted DPI imported ceramic tiles, CK HOME, LEA CERAMICHE, LUSSOVITA Italian luxury home furnishings, Lishi slate, Pusmai, Felona cement tiles, Fente stone crystal, etc. The world's top brands are here.
From its inception, China Ceramics City was destined to be no ordinary store. It was the first shopping mall to be directly settled by brand manufacturers. As an industrial service platform, China Ceramics City unremittingly creates value for merchants and provides energy for brand growth by holding a series of activities such as cloud exhibitions, online live broadcasts, "One Belt and One Road", project procurement, real estate summits, designer salons, etc. , grafting high-quality buyers and channel resources at home and abroad, leading the development of the industry, helping companies open a window of thought to integrate into the world, allowing companies and brands to correctly understand the changes in business formats that the industry will face in the future, and help companies change their thinking patterns and actively embrace trends.
Especially in the field of design, China Ceramics City has joined hands with Foshan Environmental Design Association and APDC Asia Pacific Design Center to create the "China Ceramics City Home". Its functions include a library, a material selection center, and an international design competition display. By publishing cutting-edge international design information, we gather the latest and most comprehensive collection of building materials products, connect global designers, architects and other professional buyer groups, promote the interaction between design and products, and empower the innovation and development of building materials and home furnishing companies.
This year, China Ceramic City Group (Foshan Ceramics Expo) has joined forces with multiple core exhibition and trade platforms in Guangdong to establish the Guangdong Big Home Exhibition and Trade Alliance. Relying on the world's largest industrial base of Guangdong Big Home, it will form the collective strength of Guangdong Home Furnishings and unite Create a first-class world home furnishing capital and a global home furnishing core area. Each member of the alliance will use their respective platform and channel advantages to recommend cooperation between enterprises within the platform, promote channel and customer resource sharing, focus global home furnishing procurement on Guangdong, and help China Ceramics City become the focus of global ceramic procurement.
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After years of development, China's ceramic industry today can be called the center of the world's ceramics in terms of production capacity, scale, technology, products and brands. China Ceramics City, which stands in Foshan, the pottery capital for thousands of years, has not only witnessed the booming development of the ceramics industry, but will also accompany ceramics companies through the painful period of industry reshuffle.
In the "Renew Together China Ceramics City New Ceramics Ceremony" held this time, China Ceramics City unreservedly showed the outside world its determination, perseverance and confidence in starting a second business. The successful emergence of China Ceramics City will also bring new hope to the industry shrouded in haze such as "dual carbon", "dual control" and "epidemic".
(Author: Hong Xiaochun)
