The national trend attached to the rise of Generation Z has activated domestic brands that want to enhance their brands, expand their markets, and reshape their brand vitality. Shunhui Ceramics As one of the national fashion brands, recently, taking the fifth "Chinese Brand Day" as an opportunity, Shunhui Ceramics joined hands with the new product "Wen Ting·Guo Feng" to debut in Hangzhou, reinterpreting Chinese traditions and trends, and playing a leading role in the industry It has a wide impact, so this article will focus on understanding how Shunhui Porcelain's new "Wen Ting·Guo Feng" product has become so popular among consumers.
Shunhui Tiles "Wen Ting·Guo Feng"" src="https://img1.ceramicschina.com/Upfiles/2021-05-20/2021052011311720733. jpg" style="height:298px; width:600px" />
1. Shunhui CeramicsLeading the development of national fashion brands
In the building ceramics industry, Shunhui Ceramics·Stone slabs rely on new cultural creation and dig deep into traditional culture , combining products with culture, constantly breaking the "ceiling" of inheriting Chinese-style products in the industry, and presenting a unique Chinese-style charm that inherits the past and embraces the present with touching design, materials, textures and expressions.
Palmstone, ink painting... every time Shunhui introduces something new, it touches people's hearts with its cultural heritage, design, national soul, touch and story.
2. Shunhui Tiles "Wen Ting·Guo Feng"
Annual iteration of "Wen Ting·Guo Feng" new product
Redefining the beauty of domestic products
Recently, taking the fifth "Chinese Brand Day" as an opportunity, Shunhui made two big moves: First, adhering to its consistent attitude of being loyal to itself, tracing back to the national style classics, it once again launched a new product "Wen Hui". "Garden·National Style" reinterprets Chinese traditions and trends; secondly, abandons the marketing strategy of traditional home building materials brands and directly addresses the needs and needs of Generation Z through celebrity support, Weibo topics, Douyin challenges, and series of short videos. In order to solve the pain points, the "Shunhui 516 Super Brand Day National Linkage" marketing campaign was launched.
Shunhui found that in the context of consumption upgrading, home decoration users’ demand for products has expanded from single practicality to multiple personalization and experience. More users are willing to provide services for home decoration design, product details, and product experience. Pay the bill; on the other hand, in the wave of increasingly fragmented information dissemination, more interesting and interactive ways to obtain information on ceramic tile products can win the favor of consumers.
Based on these insights, the "Shunhui 516 Super Brand Day National Linkage" not only effectively promoted product sales, while enhancing consumer experience, it also effectively helped dealers attract customers and improve the brand's popularity among consumers. and reputation, and make the brand image more three-dimensional by building a full-chain product functional system.
There are no forever young brands, only forever young consumers. In Shunhui's view, if a brand wants to get out of the circle, marketing needs exposure, and it also needs to return to products and consumers, because product strength is the brand's core competitiveness. Since its establishment, Shunhui has focused mainly on original product design. "Starting from culture and being loyal to originality" is currently Shunhui's best interpretation of the "national trend" products it develops.
From nature, absorb nature.
The surface of the "Wen Ting·Guo Feng" series has a 3D abrasive surface, natural texture, and a zero-repetition "harmonious wisdom pattern". The forged bright crystal surface/3D matte surface creates a "double-sided" beauty. When you touch it gently with your hand, you can immediately feel the quiet warmth of the years.
In summary, "Wen Ting·Guo Feng"It was born to inspire the Chinese style Z generation who love life.
In other words, Shunhui gives it cultural connotation through original IP symbols. With original national beauty, using 6 kinds of high-luxury new craftsmanship, launching 19 new products in 3 major specifications, and resonating with the cultural feelings of the Chinese people towards gardens, we create a new residence with national style that is more suitable for modern people to live in. As Lin Yutang said, "There is a garden in the house, a house in the garden, a courtyard in the house, a tree in the courtyard, the sky can be seen from the tree, and there is reading in the sky. It is not so happy." Let the beautiful recognition brought by original products Zhi is imprinted in the mind at first sight, creating a brand core competitiveness that is difficult for outsiders to imitate.
“New Cultural Creativity” promotes brand rejuvenation
Create a national fashion brand that understands "young people"
Shunhui was founded in 1998 and has a long-established high-quality product foundation and rich cultural heritage. However, in this new era of consumption, in order to continue to rejuvenate the brand and capture the minds of more new young consumer groups, in 2019, Shunhui relied on the star effect, which has huge traffic and communication power, and officially invited film and television superstar Li Bingbing to serve as the brand Image spokesperson, officially starting the road to rejuvenation.
Shunhui's choice of Li Bingbing is both discerning and a perfect fit. After all, Li Bingbing is known as the "International Li" with a face of oriental beauty. She is the best representative of Chinese style and oriental beauty and has an international fashion aura. Since Shunhui launched Chinese style, Li Bingbing has become an important part of its brand development strategy. On May 16, Li Bingbing attended the "Shunhui 516 Super Brand Day and New Product Launch" as the spokesperson of Shunhui, which can be said to complement each other.
Only with spiritual unity can strong alliances be achieved. In Shunhui's view, there may be many activities where celebrities help promote products as traffic carriers. However, there are very few cases where celebrities' characteristics and product selling points can be integrated. The reason why celebrities' own traffic can be converted well is because the partners' products are highly consistent with the celebrities' personality characteristics, spirit and other aspects. Many Generation Z remember Shunhui because of Li Bingbing, so when purchasing ceramic tiles, they are more inclined to choose products with a high reputation. Only by choosing the right partner can you maximize the effectiveness of traffic and deepen the emotional connection between the brand, the celebrity and the audience.
The national trend is sweeping the entire consumer market with Chinese charm, and the prospects are promising. Ceramic products are cultural and aestheticProducts are also products of the times and develop with the times; therefore Shunhui does not set boundaries for itself, but expands its thinking and completes integration. Because integration is also a process of re-creation.
“Everything changes without departing from its origins.” The fundamental purpose of a brand is to serve consumers, so it must integrate cultural products from different periods and conform to the lifestyles and usage scenarios of modern consumers; at the same time, it must also be service-oriented and responsiveness, in line with consumers' connotative purpose and differentiated needs; conveying the brand's rooted concepts into consumers' hearts.
The "national tide" is not only a tide of domestic products, but also a tide of national power and national destiny. Shunhui's large-scale "gluttonous feast" is supported by three very important elements: one is national culture, the other is domestic brands, and the most important thing is the power of youth. Because patriotism is a passionate battle !
