2024,
The market is unpredictable and the industry is fiercely competitive.
Hongtao people have the courage to innovate, plan the layout, open up the territory,
From brand, product, marketing, training, empowerment and other aspects,
perennial breakthrough;
Manufacturers work together to meet the challenge,
Handed in the satisfactory answer sheet of the mid-year examination.
Hongtao traces the source of brand culture,
Dig deep into the brand story,
Transform the brand core into user value,
From positioning, image, culture, concept,
Value, communication, stores and other all-round upgrade brand strategy.
One. The brand image has reached a new level
(1) From the perspective of modern aesthetics and consumers, the new upgrade of LOGO and combined applications, presenting a younger, fashionable and international brand image, so that the Hongtao brand glows with new vitality;
(2) Through insight into user pain points and needs, reshape user value, put forward the brand value proposition of "high quality, true non-slip", and use it as the core appeal of the brand, so that the brand value is more focused, more able to impress consumers, and improve sales conversion;
(3) Analyze consumer shopping behavior, design scientific walking lines, product display, purchase environment construction, etc., comprehensively upgrade the design and display standards of terminal stores, create a modern material aesthetics museum, highlight the unique advantages of Hongtao products, build sales field advantages, and show the beauty of materials and applications.
2. Amplification of brand communication
(1) Lay out the new media content ecology, increase the density, depth and breadth of content release, release the all-media matrix, and open the online live broadcast of normalized marketing activities;
(2) Launched the Internet search optimization, generated high-quality content from brand, product, production, sales, service and other aspects, and comprehensively linked new media platforms, self-media matrix, short video, Zhihu Q&A, etc., which greatly improved the online search exposure of Hongtao brand;
(3) Cooperate with professional institutions to comprehensively monitor Internet public opinion and disrupt the market, which greatly reduces the impact of negative information on the brand and market order.
Three. The brand's accolades continue to be crowned
Focusing on diligence, it has won a number of dazzling honors with its accumulated efforts, adding glory to the brand list and demonstrating the hard power of the industry benchmark.
April 23rd
Won the hardcore award of "Top Ten Ceramic Tile Brands" with rich gold content, and dominated the 2024 "Industry Two Sessions";
May 7th
Together with Huawei, Tencent, BYD, Gree and other trademarks, it was selected into the 2023 Guangdong Provincial Key Trademark Protection List, becoming one of the key trademark protection objects in Guangdong Province.
May 25th
Won the "Top 100 Brand Influence" at the 11th Brand Influence Development Conference, which fully demonstrated the brand value, industry influence and outstanding performance in the field of brand building;
May 30th
Won the blockbuster award of "Leading Enterprise in Product Strength". Linjing series products won the "Quality Gold Award" and swept the heavyweight award of the 20th New Talent List.
One. The new 4.0 digital intelligence double-line ignition was successful
In May, macro ceramic bricks successfully ignited two high-end "4.0 energy efficiency benchmarking digital intelligence era" production lines in Qingyuan production base in Guangdong, marking the opening of a new chapter of Hongtao's new round of intelligent manufacturing mode! The new production line follows the concept of "green, environmental protection, low-carbon, and intelligent manufacturing" for construction, which shows that macro ceramic bricks continue to accelerate the application and upgrading of digital, intelligent and green technologies, focus on technological innovation and product innovation, and create high-quality products with high technology content, strict production standards and stable quality!
Two. Breaking through barriers, two scientific and technological achievements
Reached the "international leading level" through appraisal
Hongtao continues to innovate, break through technical barriers, and bring the technology of the ceramic industry to a new peak. It has created two major achievements: "anti-slip and anti-fouling large-grain granite tiles" and "a new type of ceramic tile that obtains three-dimensional decorative effect through suspended particles", breaking through technical barriers, the former brings the real stone experience of granite, and the latter realizes the epoch-making progress of ceramic tile manufacturing technology. The two innovative achievements are of great significance to the ceramic industry and have a far-reaching impact on the home decoration market, which were identified by Beibu Gulf Equity Exchange Group Co., Ltd. on March 23 and May 21 respectively, and have reached the "international leading level".
"Anti-slip and anti-fouling large-grain granite tiles" have reached the "international leading level"
"A new type of ceramic tile that obtains three-dimensional decorative effect through suspended particles" has reached the "international leading level"
In order to build systematic product competitiveness,
Create differentiated competitive advantages,
Improve the profitability of dealers,
Hongtao from the product structure, product color,
Comprehensive innovation and improvement of product functions and product processes.
One. Artistic Innovation:
Interpret fashion trends and gain insight into consumer demands. Hongtao is in line with the international trend synchronously, and cooperates with the top source design and development of Italian NITIDA, Inkside and other institutions.
Two. Technological innovation:
Multi-line layout of technology, continuous evolution of innovation. Hongtao pioneers focus on the light sensitivity, process and function of the product, innovate and break through the four core technologies of light sensing technology, texture technology, anti-slip function and design homology, and actively seize the commanding heights of technological competition.
Three. Application Innovation:
Guided by market application and fully satisfying the integrity and coordination of space collocation, we have designed and developed a series of brick products, and at the same time, we have reorganized and expanded the product lineup, established a full product structure such as bright bricks, elegant bricks, satin bricks, shimmer bricks, wax bricks, soft bricks, and non-skid bricks, and the application of indoor wall and floor decoration in all scenes and building exterior walls and various outdoor floors is more comprehensive.
In 2024, the fierce competition in the market is obvious to all.
Hongtao insight into the first opportunity,
Carefully plan and organize large-scale national marketing activities,
Invest a lot of manpower, material and financial resources,
Help dealers grab orders.
At the beginning of the year, the "good start, quality line" national joint promotion, seize the opportunity, win the first place, for the annual growth of Hongtao fired the first shot;
Taking the May Day event as an opportunity, the national promotional activity of "Hongtao 25th Anniversary, Thanksgiving Feedback" was launched, and the combination of more competitive products and policies was once again a great success;
Seizing the 618 network-wide promotion season, Hongtao once again set off the "Whole Network Carnival, Hongtao is more affordable" online and offline national joint promotion, with remarkable results;
At the same time, the headquarters also helps the terminal dealer store opening, tailor-made activity plans, and special personnel are stationed at the site to help and implement activities.
In order to increase the marketing frontier,
Hongtao makes every effort to promote the "content + tool" library to improve the output,
Boost marketing conversions.
Compile basic marketing teaching materials such as "Into Hongtao", "Ten Advantages of Hongtao", "Investment Promotion Manual", "Engineering Cooperation Manual", "Terminal Store Operation Guidance Manual" and so on. Complete the upgrade of promotional auxiliary tools such as selling point labeling, technical image painting, and special activity materials. Accurate delivery, activate brand value display, and assist the marketing system to release more productivity;
In view of the development trend of the new retail market, combined with Hongtao's own advantages and characteristics, the digital new retail project was fully launched, the independent new retail digital marketing system was developed, and a new media matrix was established to form a full-link digital marketing closed loop from content generation, capital retention and customer acquisition, AI customer service, sales conversion, etc.
It is better to teach a man to fish than to teach him to fish,
Hongtao headquarters fully launched training and empowerment support,
Help dealers and employees improve their combat capabilities.
From April 8th to 10th, the first national excellent store manager training camp of "signing masters" was held in Guangzhou. From June 13th to 14th, the second special training camp of "Win the World" was held in Xi'an. The content of the course is accurate, covering brand advantages, channel operations, product skills, sales skills, customer acquisition and conversion, and traffic growth, including "New Hongtao, New Image, New Strategy", "Refining Sales Champions and Achieving Great Careers", "Telling Good Brand Stories, Shaping Customer Value", "Terminal Store New Media Customer Acquisition", ...... Strengthen training, professional output, make up for the shortcomings of capabilities, and enhance the comprehensive combat effectiveness of dealers and employees.
All the past is prologue.
In the first half of the year, we started to break the situation and achieved fruitful results;
In the second half of the year, we will expand our territory and move forward bravely towards our goals.