Sports and ceramic tiles, two industries that have never seemed to be related, when did they become intertwined? In recent years, in order to create differentiation and increase brand awareness and influence, ceramic tile brands have come up with unique strategies. Among them, cross-border marketing seems to be a common method, but if a ceramic tile brand can cross-border and join forces with sports leagues, then such a marketing method can be said to be really excellent.
In January this year, a ceramic tile brand announced its IPO plan. In other words, this company has achieved cross-border sports "achievements" in the past year, which can be said to have stolen the limelight.
Cross-border marketing
The beginning of a better life
In the second half of 2020, Asia Ceramics will sponsor the highest level in Asia as the sole partner of the AFC Champions League broadcast PP sports ceramic tile industry Football event - 2020 Asian Champions League broadcast: Audiences paying attention to this event can see Asia's presence in all the focus matches and broadcasts of the AFC Champions League and on many traffic platforms. According to statistics, the AFC Champions League alone has brought more than 1 billion exposures to Asia, greatly increasing Asia's popularity.
Asia chose the AFC Champions League not only because this event is the highest level of Asian club football, but also because the audience of the AFC Champions League matches the consumer positioning of Asia. In addition, in the post-epidemic era, the health craze launched by the whole people coincides with Asia's value proposition of "scientific settlement and healthy life".
In April this year, Asia once again joined hands with PP Sports to appear in the Chinese Super League and Champions League focus schedules. In addition to teaming up with cross-border marketing of sports events, Asia has reached a strategic cooperation with Police Media (Jingshi Media is the largest expressway media operator in China), and has "entered" advertising into 317 cities across the country, covering more than 360 cities across the country. A high-speed rail station waiting hall and more than 90 high-speed toll stations have laid out a new strategy for beautiful human settlements and opened a new chapter for beautiful human settlements.
Healthy Home
The cornerstone of a better life
What should a beautiful human settlement look like? This question, just like Hamlet, is destined to have different answers, but there is no doubt that health must be a necessity for a good life. How to solve health problems in home life, Asia has come up with its own solutions.
At the 2021 Shanghai Construction Expo in March, with the theme of "Exploring Human Habitat and Respecting Nature", Asia conducted a new exchange of human settlement products with visitors from all over the country on the symbiosis of life and man and nature. During this period, Asia released a new concept product - Ecological Breathing Brick: a product that can achieve household functions such as aldehyde removal, humidity control, odor removal, and easy cleaning. It can be said to be the cornerstone of a healthy home.
Of course, this is just one step in Asia's layout of the human settlement health product system. On the road to creating a "beautiful human settlement", Asia has made different attempts.
Whether it is the second-generation slate application island officially released by Asia in the East China Marketing Center in February this year, or the 55° soft-light marble soft-light ceramic tiles and all-round century stone launched earlier - the former realizes the transition from the kitchen to Seamlessly switching from single-core scenes to dining, office, and entertainment scenes, it is the most versatile and longest slate island on the market; the latter can reject indoor light pollution and solve the current pain points of mainstream residential bricks. These different products are all different attempts made by Asia by combining its own technical resources, market demand and actual difficulties in human settlement scenarios.
Terminal Services
Realistic needs for a better human settlement
A better human settlement is an ideal, business development is a reality, and Asia wants them all. In order to improve the service capabilities of the terminal market, in 2021, Asia has successively launched the Elite Business Job Certification Training Camp, the Flying Eagle Business Job Certification Training Camp, the Heroic Manager Special Training Camp, the TTT Leading Lecturer Group Incubation, and the 0 to 1 Terminal Training 5 Major theme training, using targeted professional courses to guide the growth of the marketing system, making services more professional.
For terminal stores that directly connect with consumers, Asia has comprehensively improved the product experience and launched a product PK test bed to make professional product performance visible and tangible, and comprehensively improve the terminal service display image and consumer shopping experience. . At the same time, for the terminal stores themselves, we have newly upgraded the image standards of specialty stores, requiring every detail of the specialty stores to fully demonstrate the charm of Habitat products.
While taking into account its own survival and development, Asia does not forget the social responsibility of an enterprise and is committed to building a better society. In June this year, Asia Ceramics jointly launched the "Love" campaign with Nippon Paint, Opple, Huida, Yuexing and Xinwang 'Operation Star'" - the construction of a farm project to support the employment of autistic teenagers.
On the road of continuous advancement, Asia has been recognized by all walks of life: it has won the HIH Health Label for its products for healthy living; it has won the title of "China Real Estate Top 500 Preferred Supplier of Ceramics" for its strength as a global landmark favored brand. Title; listed among "China's 500 Most Valuable Brands" for the 8th time due to its leap-forward growth in brand value. All honors are testimony to Asia's continuous pursuit of a better future.
On July 10, the 2021 "Top Ten Brands of Building Sanitary Ceramics" sponsored by the China Building Decoration Association, hosted by the Material Application Branch of the China Building Decoration Association and China Ceramics Network, was grandly released online. In the selection, after two rounds of rigorous assessment, the preliminary evaluation (online voting) and the final evaluation (online voting + expert review), Asia stood out from many participating brands and won the "Top Ten Brands of Ceramic Tiles", "Top Ten Brands of Functional Tiles", and "Top Ten Brands of Functional Tiles". "Engineering Recommended Brand" three heavyweight awards.
(Author: Zhong Taojun)
