In 2020, slate will become popular in the domestic construction ceramics industry, and many brands will enter the field of slate.
Unlike some brands that rush into the field of slate without strategic thinking, Wells Ceramics/Stone Slab ("Wells" for short) announced its entry into the field of rock slabs at the Wells Ceramics 2021 Brand Summit and Rock Slab Press Conference held at the end of 2020 after careful consideration and more than a year of planning and layout, and fully launched " Wells Slate" high-end brand development strategy, and detailed plans for brand development in 2021.
In 2021, Wells has entered a new era of development with "MAX+Stone Slab" as its core product strategy. It has made frequent big moves and achieved great results, and has received widespread attention from the industry.
01
Heavy investment
Enhance production strength and marketing to new heights
As a well-known brand in the building ceramics industry, Wells innovates technology with strength and defines the era with quality.
In order to better meet the rapid development of the slate market, Wells's group has joined hands with well-known domestic and foreign ceramic equipment companies and material suppliers in the slate production project, and has invested heavily in the introduction of Italy's Thester With advanced equipment such as MU 30,000-ton filmless press, Italian System 24-channel fully digital inkjet machine, and Delitai Industrial 4.0 digital intelligent kiln, we strive to create full-featured high-end slate products.
Based on its production strength, Wells strives to enhance its brand influence and popularity through marketing promotion methods such as advertising and cooperation with well-known media.
Focusing on the MAX+ slate business development strategy, in March this year, Wells invested millions in outdoor advertising. In the section that occupies the core of the Greater Bay Area high-speed hub, it grasps the key points of the golden entrance and exit of Guangfo and comprehensively updates Online brand image advertising will show the brand's new image to the outside world and attract more consumers and industry insiders to focus Wells Ceramics/Stone Slabs.
Since May this year, Wells has joined hands with the well-known social platform Douyin and the new media platform Toutiao to carry out a million-traffic cooperation project. With the help of the huge user groups and global coverage of Toutiao and Douyin APP, Wells can use the current popular communication methods to attract the attention of netizens, increase brand exposure, enhance brand awareness, and accurately acquire intended user groups.
Through the directional display and diversified presentation of brand strength on the Internet, Wells' online products and investment promotion have achieved a high conversion rate, and the international, fashionable and youthful high-end brand positioning has been widely exported.
02
MAX+ rock slab exhibition hall opens
New high-end slate products are being launched one after another
In 2021, driven by the strategic layout of slate, Wells will integrate superior resources, accelerate the promotion of the "MAX + slate" business, and spend huge sums of money to build a new slate product experience display center. On May 31, the MAX+ Slab Exhibition Hall of the Wells Global Marketing Center was officially completed, marking the innovative start of the Wells Rock Slab business and reaching new heights.
The MAX+ rock slab exhibition hall combines international cutting-edge space design concepts, takes the most fashionable design trends as the leading factor, and incorporates artistic simple luxury design to create a smart and rational minimalist trend new luxury space, displaying MAX+ rock slabs. The possibilities of the board are endless.
The exhibition hall covers the Wells MAX+ full rock slab lineup, imported Italian original product design, Dalian pattern+large sizeThe core advantages of slate slabs cater to the trendy and fashionable aesthetic vision, and can be used in full specifications such as 800×2600mm, 900×2700mm, 1200×2400mm, 1200×2700mm, etc., and can be used in multiple scenarios such as floors, walls, coffee tables, cabinets, panels, and island tables. A three-dimensional full-sensory experience center.
At the same time, Wells relies on its excellent product strength and creativity to develop and launch a number of new high-end series products, including MAX+ rock slabs, new crystal diamond glaze technology products, Burano series, new luxury gold glaze technology products, and log glaze technology products. New products etc.
Among them, the scientific and technological achievements of Wells' "cryolite tiles" (crystal diamond glaze) were evaluated by authoritative experts organized by the Ministry of Housing and Urban-Rural Development and unanimously determined to have reached the "international advanced level". It is reported that this is also Wales’ 20th “internationally advanced” scientific and technological achievement.
From upgrading the brand image to innovative product technology, Wells has continuously improved the hard power of the brand, directly followed the market development trend, and provided users with a higher quality product experience.
03
Thousands of Businesses and Crowds Win Empowerment Terminal
Assist growth and create “Tile V Classroom”
In an environment of increasingly fierce market competition, it is urgent to improve the core competitiveness of terminal stores.
Since March, Wells College, under the guidance of the general policy of brand development strategy, has made a strong return to the Wells terminal tour training with the theme of "Thousands of merchants win for all" to kick off the terminal empowerment program and strive to help dealers Businessmen and teams win the market.
Since then, the gold medal lecturers from Wells College have continued to travel all over the country, focusing on "Brand Promotion", "Channel Development", "Marketing Skills", "Terminal Mode", "Product Output and Application", and "Service System". A large course system provides training on product knowledge, store marketing skills, etc. for terminal dealers and teams to meet terminal learning needs, create value for stores, and enhance the competitiveness of brand terminal stores.
In June, Wells grasped the development trend, actively embraced the Internet, and jointly developed a customized online learning applet with well-known service providers - Wells "Tile V Classroom" handheld learning platform, aiming to allow dealers and distributors across the country to Shopping guides, store designers, etc. use fragmented time to learn online courses on relevant product knowledge, shopping guide skills, channel development, online traffic and solicitation anytime and anywhere, and build a learning team at zero cost.
Gathering Marketing
Set off terminal carnival craze
Wells has always been based on product quality, advocating quality consumption, and is committed to bringing consumers a higher-end and comfortable home decoration experience. Since the beginning of 2021, Wells has organized multiple marketing activities in terminal stores across the country, winning consumer recognition with high-quality products, preferential prices and considerate services, demonstrating strong terminal marketing capabilities and consumer influence.
In March, Wells headquarters launched the "315 Quality Pack at Home" national promotion, with thousands of stores participating simultaneously, setting off the first round of terminal carnival in the new year;
In April, Wells headquarters assisted the Wells flagship store in Xuchang, Henan, to hold a grand 15th anniversary store promotion ceremony, and the event ended perfectly with a completion rate of 218.06%;
In May, the brand-new Modern Aesthetics Museum opened grandly. Manufacturers worked together to organize the event. The event attracted nearly a thousand people to participate, sales exceeded one million, and the number of orders signed reached a new high.
In June, the Wells headquarters launched an online assistance marketing plan for the five major stores in Henan. The Henan regional linkage achieved remarkable results this time, exceeding the overall task and detonating the terminal market again.
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For more than 20 years since its establishment, Wells has always insisted on providing consumers with high-quality products. While continuously promoting the upgrading of its own brand value, it has also received more and more recognition and awards from the industry and outside.
Recently, in the 2021 "Top Ten Brands of Building and Sanitary Ceramics" list selection, Wells won the "Top Ten Ceramics Brands", "Ceramics First-line Brands" and "Stone Slabs" with its strong brand advantages and terminal influence. "Top Ten Brands" three awards.
