From 1974 to 2024, the course of a century-old enterprise, Eagle has gone halfway.
According to Fortune magazine, 62% of companies in the United States live for no more than 5 years, and only 2% survive for 50 years. Eagle 50 years is not only a 2% existence, but also a new beginning...... Today's Eagle brand, with a new image and more solid wings, flies to a larger ceramic + large home ecological territory.
On April 18, on the occasion of the 50th anniversary of the Eagle brand, the new headquarters exhibition hall of Eagle was fully completed, and the IP product China Porcelain Song series was also launched at the same time; at the same time, at the Eagle Ceramics Business Partner Conference held on April 19, Wu Qichao, chairman of Eagle Industry, and Chen Xianwei, President of Eagle Industry, respectively made strategic planning for the next 50 years.
The grand opening of the new headquarters exhibition hall
The Chinese porcelain Song series was released at the same time
The opening of Eagle's new headquarters showroom is a milestone event in Eagle's 50-year brand history. According to reports, the new headquarters exhibition hall revolves around the development strategy of "ceramics + large home", with the combination of "culture + aesthetics" and "health + aesthetics", presenting the aesthetics of architecture and living space constructed by integrating ceramics, diatom mud technology wall panels, HPL stone crystal flooring and other diversified materials, providing users with a one-stop deliverable healthy living experience.
This time, Eagle displayed an immersive experience scene with six spaces and nine scenes, colliding with diversified aesthetic expressions from different dimensions and through diversified materials.
With the grand unveiling of the new headquarters exhibition hall, the Eagle brand IP product China porcelain series products were also officially released.
According to reports, the Eagle brand Chinese porcelain series is based on the ancient porcelain of the Tang, Song, Yuan, Ming and Qing dynasties as the prototype, with tangible utensils, the intangible realm, so that the beauty of Chinese utensils, through the secondary expression of modern design and craftsmanship, glows with new vitality.
At present, Chinese porcelain Tang, Chinese porcelain Song series has been officially released, according to reports, Eagle brand Chinese porcelain will be different periods of unique characteristics of the times, patterns, colors, techniques, etc., with modern technology to reproduce on the surface of ceramic tiles. The latest launch of the Chinese porcelain Song series is inspired by the five famous kilns of "Ruguan Ge Dingjun", absorbing the introverted and delicate temperament of Song porcelain, and injecting precious agate as the glaze, and emphasizing the classic veins such as cash wire iron wire, carved flowers, crystal opening pieces, and magic kiln changes.
In the exhibition hall of the new headquarters of Eagle, a Chinese porcelain exhibition area was set up, presenting the new products of the Chinese porcelain series and the inspiration behind the 5,000-year history of Chinese porcelain development in the form of an art gallery.
The completion of Eagle's new headquarters and the release of new IP products mean that Eagle has completed a transformation and upgrade, and is moving towards a broader world of home furnishing with a new brand image and product matrix. The headquarters exhibition hall not only carries more functionality, but also is the landing presentation of Eagle for trend leadership, which can meet the changing consumer trends and enhance users' awareness of brand value through differentiated positioning, product/format combination, and scene presentation that integrates the two value points of health and aesthetics.
Eagle's change lies in "reinvention"
Reinvent strategy, reinvent values
On the morning of April 19, at the Eagle Ceramics Business Partner Conference, Wu Qichao, Chairman of Eagle Group, paid tribute to the development of Eagle in the past 50 years with the theme of "Success is Our Faith", and also made a comprehensive layout and outlook for the future development model and territory of Eagle Group.
From a plastic person, in the ceramic industry "glacial period" into the game to become a brick mover, to this year Eagle has ushered in the 50th anniversary, 18141 days and nights, all Eagle people are witnesses, participants, creators of enterprise development.
Although in recent years, the rapid changes in the industry and market have brought many challenges, and the rapid differentiation of channels has caught ceramic enterprises off guard. 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.
Wu Qichao said that the change of Eagle is to "reshape", with the dual-track strategy of "ceramics + large home", with the scientific KPI assessment without capping, and at the same time with openness, honesty, fairness and altruism as the corporate culture, and with fine management + high-efficiency system, the new style of Eagle is formed. Facts have also proved that Eagle is taking an extremely correct path. Under the guidance of the new strategy and cultural values, in 2023, Eagle will achieve a growth of 20.78% in the ceramics sector.
The eagle fighting in the sky is the most beautiful posture. "The eagle strikes the sky, the fish soars to the shallow bottom, and all kinds of frost compete for freedom", this is the "soul" of the eagle brand. Through the resource integration of Tian'an + Eagle industry, it has been integrated into the front, middle and back office of Tian'an New Material Business System, forming a pan-home industry ecosystem, and focusing on the upstream and downstream of the pan-home furnishing industry to do horizontal-in-depth-high development.
While the times don't repeat themselves in detail, the process is so similar. As a plastic person, the plastics industry and the ceramic industry have also experienced involution, "We believe that this battle will continue, system war, channel war, brand war, efficiency war, and finally the brand concentration has been improved." "For Eagle, it is necessary not only to win the battle, but also to win the battle, but also to achieve a comprehensive victory in the war, because the victory of all enterprises is the victory of values in the end, and the eagle has an open value system, and I believe that Eagle will eventually be able to reach the era of sweeping from the involution era.
If faith has a color, it must be Eagle Chinese Red!
Differentiation is the main theme of Eagle development
In the future, it will achieve growth from five dimensions
"Although we are in the cold winter of the industry, what can we do for the spring?"
In the past few years, the ceramic industry has faced multiple challenges, especially in 2024, which will face a price war at the beginning of the year, where should the future growth come from?
Chen Xianwei, President of Eagle Group, found the source of future growth from five paths.
At present, Eagle brand is mainly engaged in engineering, dealers, complete decoration, high-end home decoration, new media/e-commerce and other channels, but dealers are the most important channels and the basic unit for brand channels to become bigger and stronger.
"We hope to grow a number of 'upgrading benchmarks' in first- and second-tier cities, and we look forward to a large number of 'small cities and big businesses' in third, fourth and fifth-tier cities." Chen Xianwei said that young people in small towns are the largest and most flexible consumer group in the next few years, and without the strength of the county-level market, there will be no town-level market.
The second is to improve the supply chain, efficiently serve surrounding customers through the central warehouse, reduce logistics costs and strengthen regional price competitiveness through localization, and build an integrated inventory sharing system through an inventory to speed up turnover and reduce the total inventory.
The third is to strengthen the operation capabilities of digital and self-media; the O2O online-to-offline model will definitely become a reality in the era of short video, so Douyin, Kuaishou, Xiaohongshu, and Channels must be opportunities in the future.
The fourth is the product and brand, the brand is a precious asset for the eagle brand, the ceramic industry is still a good industry, is still in the primary competition (capacity and price competition) stage of the industry, more importantly, it is a consumer is very willing to pay for the brand value and product differentiation of the industry.
Differentiation must be the main theme of Eagle's future development. To this end, Eagle's differentiated path in brand building is culture and art, craftsmanship and technology. For example, the image of Eagle brand ceramic products Chinese porcelain is based on the porcelain of the five dynasties, showing the atmosphere of the Tang Dynasty and the extreme elegance of the Song people...... The different cultural heritage, colors, and patterns of ceramics in each era are represented, which is an important step for Eagle to achieve differentiation.
Eagle brand Chinese porcelain series image display
In addition, the differentiation of the Eagle brand is also reflected in the strategy. 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, serves new consumer groups. At the same time, for dealers, it has also broadened the market, jumped out of the red sea, and built its own differentiated system.
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.
The fifth is brand platformization, which links the front and back end of the industry with multi-brand, multi-category, multi-channel and multi-customer.
The past is a thing of the past, and in 2024 the brand begins to enter a new cycle. Enabled by the corporate culture of "openness, honesty, fairness and altruism", Eagle will firmly adhere to the dual-track parallel strategy of "ceramics + large home", find certainty in an uncertain environment, tap the advantages of brand, product, channel, central warehouse and supply chain, and build an asset-light platform enterprise.
The current eagle brand is getting better, and the future eagle brand is worth looking forward to.
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