Today's point of view: the rise of the personality brand of the stone industry

Larry Wright, chairman of the American Brand Value Association, which owns the brand , says that owning the market is more important than owning a factory, and the only way to own a market is to have a dominant brand. From the disorderly competition, price competition and vicious competition in the early years to the current advocating rational competition and fair competition, more and more stone enterprises are aware of the importance of the brand. As the saying goes, "buy stones to the water head", the water head has the reputation of China's "Kakala." In the domestic stone industry map, Nanan has become the most outstanding part of the production and brand influence. Individual brands such as Xi Shi, Global, Conley, and Wanlong are shining in the rare stone brands in China. “These brands have become more entrenched through the shaping and improvement of their own brands. Some 'living forces', such as Wanling Mosaic, Xindongyuan, etc., are also trying to cultivate brands and discover potential.” Relevant persons of China Stone Association Nan'an is increasingly highlighting the “brand group” of stone. It is not easy for a specialty store to promote high-end brands to build stone brands. Unlike ceramics, there is too much uncertainty in the supply and price of raw materials for the stone industry. For stone companies, controlling the supply of raw materials is crucial. “Many powerful stone enterprises have chosen to adhere to the development strategy of vertical integration.” According to the introduction, upstream through the independent mining, holding, shareholding and underwriting models, the company supplies natural stone raw materials supply around the world, forming a stable and perfect natural raw stone supply chain. To ensure that products are delivered to the terminal in a timely manner. In the middle reaches, we perfect product design and standardization manufacturing, and operate the brand operation of Tongda's logistics system and strategic transit warehouse connection terminal, and open up the chain to connect the upstream and downstream industry chain. “The stone enterprise orders have been reduced by nearly 30%.” Quanzhou Stone Industry Chamber of Commerce Wang Zhenyu said that the recent visit to the stone enterprises has clearly felt that the orders of stone enterprises have shrunk severely due to the influence of real estate regulation. However, in the tide of the industry's decline, many brand companies have gone against the market. Excavating the brand advantage, Xishi Group opened up the field of stone decoration in 2008, and has achieved several hundred million this year. Following the sales in 2010, the sales volume has nearly doubled. The Nanluo Xindongyuan Group pushed the Milosi stone bricks to quickly and comprehensively lay out the marketing network in the developed cities of the country. More than 20 new marketing outlets have blossomed in the first- and second-tier cities across the country. The stone brick industry is an emerging industry. Milosi stone bricks have no experience in channel construction, and the model can be moved. Only with courage and innovation can we lead a trend. Yang Dongqiang, Chairman of New Dongyuan Group, introduced this new brand to follow the unified marketing strategy, brand promotion, product design, channel expansion and winning terminal's “five-force” marketing model, and go out of a pipeline processing and brand management. The path of chain sales.

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