1974-2024, a full 50 years.
In the ceramic industry, there are very few brands with a history of 50 years of development, and they have witnessed the magnificent development epic of China's building ceramics industry with half a century of inheritance and innovation.
Eagle is one of them.
In the great wave of the times, Eagle keeps up with the rhythm of the times and continues to change and innovate. Especially in 2023, under the intensification of industry involution and multiple market pressures, 50 years of Eagle will still break through the encirclement and achieve high-quality development. Now, Eagle has flown to the broader airspace of the big home, as the key year of the "ceramics + big home" dual-track parallel strategy, what kind of surprise will Eagle bring to the outside world?
01
The eagle has been flying for 50 years
"Many years later, I'm still going to Eagle Brand"
According to public data, the average lifespan of Chinese enterprises is about 3.7 years, while the average lifespan of small and medium-sized enterprises is even shorter, between 2.5 and 3 years. At the same time, Fortune magazine has reported that 62% of enterprises in the United States have a life span of no more than 5 years, and only 2% of companies can survive for 50 years.
"Eagle 50 years, not only a 2% existence, but also a new beginning...... "50 years" is the development history of an enterprise, but also the development history of an era.
In the course of more than 40 years of development of China's building ceramics industry, it has also experienced countless industrial changes, policy iterations and market reshuffles. With the complexity, severity and uncertainty of the market environment, a large number of once well-known, far-reaching ceramic enterprises and brands, failed to withstand the test of cyclical changes in the industry and the market and died.
The clear sky is free, and the wings are flying in the sky.
From 1974 to 2024, Eagle has spanned half a century, but it has lasted for a long time, accompanying generations of users with its unique attraction and core competitiveness. As one of the most "long-lived" enterprises in the building ceramics industry, the development process of Eagle also reflects the development and progress of the building ceramics industry.
The development of an enterprise also reflects the determination and far-sighted thinking of the helmsman to change and innovate. From arts and crafts ceramics, to architectural ceramics, and then to the dual-track parallel of "ceramics + large home", Eagle continues to strengthen its wings through repeated changes, expand its own airspace, and make the brand background more distinctive through the development model of first depth and then expansion. Therefore, "many years later, I will choose Eagle" is not only an advertising slogan, but also Eagle's idea of branding, "many years later", across the past and the future, which not only represents the past flight trajectory of Eagle, but also represents the airspace it wants to reach in the future.
Break boundaries and innovate in inheritance.
Even in the past two years, the ceramic industry is facing a severe stage of cyclical change, Eagle can also achieve "Eagle strikes the sky, fish soars shallow bottom, and all kinds of frost compete freely." "With a new model and a new strategy, we have stepped through a new cycle of change.
02
The ceramic industry has grown steadily
2024 is a critical year for the dual-track parallel of "ceramics + large home".
As we all know, in the ceramic industry in 2023, the sound of downturn is endless, and most ceramic practitioners feel involution and difficulty. Even in this market, Eagle has stabilized the ceramic foundation, and at the same time built a "pan-home industry ecosystem", and achieved overall growth against the trend through multi-channel and multi-field layout.
According to Tianan New Material's 2023 annual report, in 2023, the revenue of the Eagle brand architectural ceramics segment will be 1.569 billion yuan, a year-on-year increase of 20.78%.
According to the report, the main reason for the growth of Eagle is to consolidate the main business of building ceramics, deepen and broaden channel resources, and rely on the market-oriented mechanism system, give full play to the advantages of brand channels and management, actively promote channel sinking, and broaden marketing channels.
As of the end of 2023, Eagle has 13,373 dealers and 1,397 stores, with a dealer store area of more than 300,000 square meters...... Through the accumulation of 50 years of brand heritage, the basic plate of brand operation has been constructed. At the same time, based on the forward-looking insight into consumer trends, we pay attention to the construction of the brand level, product design and creativity, and form the unique brand charm of Eagle through the IP product "China Porcelain".
Eagle ceramic
Terminal stores
(partial)
The steady progress of the ceramic sector has also laid a very important foundation for the promotion of the dual-track parallel strategy of Eagle "ceramics + large home". 2024, for the 50-year-old Eagle, will be an important year for the implementation of the big home strategy.
If you look at the future from a pessimistic perspective, it may be more helpless and compromised, but if you look at it from an optimistic perspective, in fact, the market still has a lot to do.
Chen Xianwei, President of Eagle Group, once said that the promotion of product image and brand value is one of the most important growth points of Eagle Brand, and by extension, it is the promotion and implementation of "ceramics + large home", through the presentation of "culture + aesthetics" in the ceramic sector and the presentation of "health + aesthetics" in the large home sector, combined with the collision between different materials and designs, to serve a new consumer group.
03
50 years of Eagle
What kind of hawk is it
Based on the solid growth of the ceramic sector and maintaining a good momentum of development, in 2024, Eagle will fully enter a new stage of development.
With the two value propositions of "health" and "aesthetics".
Create a healthy habitat
50 years of Eagle brand, on the basis of ceramic products, through the wall (diatom mud technology wallboard, rock slab) + ground (ceramics + HPL stone crystal floor) diversified combination of the way to enter the large home market.
On the one hand, Eagle exports the "Chinese porcelain" series of IP products, and continues to output the connotation and value of brand culture through products, becoming a phenomenal product innovation case in 2023; on the other hand, it will continue to develop diversified conventional products, penetrate different channels, and create differentiated user life scenarios.
The restructuring of the product system is an important embodiment of Eagle's continuous refinement and exploration of differentiated user needs. From multiple dimensions such as cultural value, aesthetic value and health value, it brings users more comprehensive life solutions and realizes the outbreak of multiple fields and channels.
In terms of large home furnishing products, Eagle focuses on the two value propositions of "health" and "aesthetics", and provides consumers with environmentally friendly prefabricated one-stop solutions with integrated sales and service of wallboards, floors, tiles and textured wallcovering products. It is understood that Eagle has introduced the international "WELL Healthy Habitat Standard", and exported healthy habitat space solutions with "visualized health and deliverable appearance", and made every effort to build a first-class domestic consumer brand of healthy habitat life.
In Eagle's view, "beauty" is the basic value, and "health" is the added value. At a time when almost all home furnishing companies are playing the "health" card, Eagle has extended the production technology of automobile environmentally friendly interiors to indoor space materials, making houses like cars.
A 50-year-old brand is a valuable asset
The value of innovation
Let Eagle form a self-driven system
Tianan New Material's annual report mentions that with the improvement of consumer consumption capacity and the diversification and personalization of consumer demand, the building ceramics industry will pay more attention to brand building and product design, creativity and after-sales service, therefore, positioning high-quality products, focusing on meeting the personalized needs of consumers, attaching importance to product additional services, and the competitive advantage of building ceramics enterprises with high brand awareness will gradually become prominent, and maintain stable profitability.
The accumulation of 50 years of brand is a precious asset for Eagle. In other words, the core drive of Eagle is the brand, and now, entering and laying out the big home, Eagle has formed an advantage that is difficult for others to surpass.
At the same time, the 50-year Eagle brand also has the courage to constantly subvert and innovate itself.
In the long-term development process, Eagle has formed a unique corporate culture and brand image, as one of the most historical brands in the ceramic industry, its core values of "openness, honesty, fairness, altruism" to achieve vigorous development.
Innovative ideas and values have made Eagle brand form an innovative and self-driven system, and it has also become a typical case of the ceramic industry from the past barbaric growth to high-quality development. Wu Qichao, chairman of Eagle Industrial, once said, "Even a seed can break through the soil in good soil." Now Eagle is building a self-driving system with "openness, honesty, fairness, and altruism", and is creating a new era of its own.
In the past 50 years, the Eagle brand has a larger territory and more abundant wings, and it is gradually getting better.
New Eagle creates the future
April 18-19
2024 Eagle Ceramics Business Partner Conference
and the opening ceremony of the headquarters exhibition hall
Stay tuned
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Eagle image display