Foreword:
There are many categories in the ceramic tile market, but imitation marble and imitation wood floors are basically inseparable. There is a habit in northern home spaces that all rooms are paved with wooden floors. In June 2019, when China Ceramics Network conducted terminal market research in Xuzhou, it learned that “conventional floor tiles are difficult to pave throughout the house, unless they are wood grain tiles. ". Therefore, wood grain tiles are very popular in the northern market, while in the south, as the aesthetic taste of mass consumers is improving, their product acceptance is also increasing.
According to the survey data at that time, the low-end market price of wood grain bricks with 150×800㎜ specifications was 60~70 yuan/㎡, and the mid-range market price was 90 yuan/㎡. ~100 yuan/㎡, the high-end market price is 120~150 yuan/㎡; the most popular recent market prices of 200×1200㎜ products are only two types, one is the low-end price 130~160 yuan/㎡, and the other is High-end prices are 200~240 yuan/㎡ - products with this specification are more popular for small apartments of 30㎡ in Hong Kong.
It can be seen that although the wood-grain tiles "due to wood but better than wood" are a small category of products, their market space is actually quite optimistic. There are not many brands that focus on the wood grain tile category. One of them seems to be low-key, but its product price is higher than many wood grain tile brands, and its terminal influence is unparalleled. It is Mu Shi Lun porcelain wood.
"Do your own professional field"
It is reported that Mu Shilun porcelain wood is a member of the famous building ceramics enterprise "Foshan Zhonglian Tianhongji"Ceramics Co., Ltd." is a high-end brand grandly launched. The company is located in Foshan, Guangdong, known as "Chinese Ceramics". It is a large-scale modern large-scale ceramic construction enterprise with strong strength. Because it relies on the strong financial strength and strength of Tianhongji Ceramics Company Supported by advanced productivity, with its creative, fashionable design concepts, strong R&D capabilities and scientific management systems, the brand has been continuously innovating in product research and development, quality management, sales construction, brand building and other aspects, and has successively launched " "Real Wood Color", "Time Rings", "Porcelain Wood Tree Language" and other series of wood grain tiles, and each product is produced in strict accordance with the ISO9001 national quality certification system.
Mr. Huo, the helmsman of Mu Shi Lun Porcelain Wood
Mr. Huo, the helmsman of Mu Shilun Porcelain Wood, recalled: “I started to create the Mu Shilun Porcelain Wood brand in 2015. At that time, I didn’t think much about the brand name. I only thought about creating something related to the word ‘wood’. That’s fine, but my goal is very clear. Our brand’s positioning and products must have the market perception of being a “gentleman among the trees”.
So, after Mr. Huo clarified the direction of the brand, coupled with the blessing of strong backing, Mu Shilun Porcelain Wood has expanded and developed in five years, and many domestic and overseas distribution partners have joined, so the domestic terminal market has There are also many areas exposed to radiation. According to Mr. Huo: "Although we mainly target the southern market, there are 300 special zones in Guangdong, and the dealers we cooperate with are all relatively powerful local dealers, focusing on special zones. The direction of cooperation is determined by our exclusive product areas, which is where our brand can drive the market and differentiate itself from others. ”
Real view of Mu Shilun porcelain wood (part) terminal dealer exclusive area
"Only make products related to 'wood'"< /span>
When I first met Mr. Huo, he was relatively modest and rarely talked about his brand operation ideas. However, after an in-depth interview, it was found that whether it was the direction of the brand's operation, the brand's influence in the terminal market, or the terminal market The auxiliary power of channel dealers all have their own unique ideas. It is understood that when Mu Shilun Porcelain Wood was first established in 2015, it mainly promoted three specifications of products, namely 150×600㎜, 150×800㎜, and 150×900㎜. Subsequently, 200× was gradually added based on market demand. There are 4 specifications of products: 900㎜, 165×1000㎜, 120×800㎜, and 200×1200㎜.
Mr. Huo seems to be particularly fond of “wood” products. When a topic is over, he will always take the initiative to return to the technology related to wood grain brick products, and whenever it comes to such The topic is quite talkative, so he said:
"Nowadays, there are more and more technologies for wood grain tile products. In addition to soft light, there are also fine carving and satin glaze technologies, all of which are deepened from the surface technology of the product."
“Mu Shilun porcelain wood is the highest in the entire wood grain tile industry in terms of product workmanship and price. In 2019, we also added the Yajiasi series, which is positioned in the mid-to-low-end market and has a price advantage.< strong>In 2020, we will add all-ceramic and 150×900㎜ products to Yajiasi... In this way, we will radiate to both the mid-range, high-end and low-end markets, and better realize the route of mass consumption. "
“High-end wood grain tiles focus more on their production technology, such as soft light, fine carving, and satin glaze, using imported Italian glazes, while mid- to low-end products are mainly 3D inkjet, using There are many domestically produced glazes, and this is where you get what you pay for.
“In the future, I will also add solid wood flooring products that are only for the high-end market.Shilun Porcelain Wood only makes products related to ‘wood’. ”
Real view of Mu Shilun porcelain wood (part) terminal dealer exclusive area
"Regional dealers only focus on making wood grain tiles"
As for the data of "there are 300 special zones in Guangdong region", I believe it is very surprising for a mid-range ceramic brand with multi-category development, but Mu Shilun Porcelain Wood has done it. Don't look at it as just a special area, Mr. Huo has requirements for the regional dealers he chooses to cooperate with: 1. The local dealers must be strong. For example, the original ceramic brand that has been operating as an agent must be the leading brand in the ceramic industry. ; 2. The special area must be 20~40 square meters (mainly with straight panel display, mainly because today’s popular design style has no style at all, which can better satisfy designers’ divergent design thinking).
The concept of special area is actually similar to the concept of small-area specialty store operation. They are all designed to achieve greater profits with the lowest cost investment through the smallest exhibition hall area. According to the research of the terminal research team of China Ceramics Network, dealers with strong local strength and those who have developed channels for designers will more or less make more of a special ceramic category in order to enrich their product categories. Of course, while Mr. Huo sets restrictions on dealers, he also "benefits" the dealers he has cooperated with. For example,Once a dealer cooperates, they can install the shop and load samples for free. This is an investment advantage that Huo Zujun determined when he established the brand. He has always "maintained" a team that can provide installation services to dealers; at the same time, he also Continuously use new media methods (electronic albums, Douyin videos, 3D animations) and other methods to facilitate today's young consumers to read, and understand Mu Shilun Porcelain's products more effectively and timely...
“Because the epidemic has affected the entire terminal marketIn the development of the market, we have to talk about "stability". Making progress while maintaining stability is the current goal of the development of the Mu Shi Lun porcelain wood brand. "Enterprise" also requires continuous efforts in products and more importantly, in the terminal area, to truly Spend your money wisely. "When talking about the brand's next goals, Mr. Huo still focused on the self-improvement of products and teams to better serve customers.
Looking to the future, I believe that Mu Shilun Porcelain Wood, under the leadership of Mr. Huo, will continue to implement forward-looking market strategies and perfect services in the research and development, design and application of new products, and truly create a wood that is similar to "wood". Shilun porcelain wood brand.
(Author: Mao RAN, original, please indicate the source when reprinting)
