In our view, a healthy artificial stone enterprise should have a broad vision and a big vision of development, and build a long-term strategic brand as the cornerstone of survival.

This long-term brand building is not to kill chickens and take eggs, nor to buy and sell them one time. In the early stage, a lot of manpower and material resources are needed. Compared with the way of building a brand that takes the volume and the hot spot, the benefits are flat and long-lasting.

So how do you build a truly long-term strategic brand?

Xiao Bian believes that real brand building should include the following aspects:

First: do a good job. Products are the foundation of the brand. Doing a good product is not a single "imitation", but a self-contained advantage in product technology.

Second: clear positioning. To be a brand, we must clearly define the target market and segment the market according to the advantages of our own company. The market is too big, you can't eat high, medium and low cakes. We need to be clear about engineering, or home improvement, and lock in popular or high-end consumer groups, so that we can be targeted.

Third: increase brand added value. What is added value? In layman's terms, it is the new value attached to the original value of the product. These new values include quality control, technical analysis, display experience, design support, construction guidance, operational training, after-sales maintenance, etc., covering the entire process of consumer exposure to the brand. In addition to very intuitive products, these invisible added value is also an indispensable element to win the market and stabilize the brand!

For example, with "product development" as the core, it has invested heavily in the establishment of a national-level R&D center, and has accumulated a strong R&D team and rich experience in process technology and texture development, which has made the product a considerable reputation in the industry and in the market. .

For example, we have always built a stable channel network around the high-end home improvement market and established a terminal flagship store. Really branding the brand at the end consumer level.

Fourth: continue to enhance brand added value. In the price of the product, we must pay special attention to the added value of the product, and advocate the purchase of not the product, but the overall home application. Establish a professional design team, after-sales service team, brand promotion team, etc., focusing on providing integrated solutions of “material + design + supporting services” to the market.

Building a long-term strategic brand is a long road.

On the road of brand operation, it is necessary to invest a lot of manpower, material resources and financial resources, including: research and development, products, sales, service, management and other system work.

However, I believe that friends in the stone industry face greater problems in varying degrees. If we continue to follow the business model of winning by scale and price, the profit margin of the company will continue to shrink. When more ceramic and natural stone enterprises enter the artificial stone field, then it is not far from shuffling.