For all walks of life, including construction and ceramics, 2020, a year dominated by the COVID-19 epidemic, is a year of great challenges but also opportunities. If you want to use a hopeful word to describe China's building ceramics industry in 2020, there should be no more appropriate word than "growth against the trend" - rock slabs exploded against the trend, healthy ceramic tiles accelerated against the trend, and some production areas Production increased against the trend, etc.
If you want to ask which brands can reflect the adverse growth of the building ceramics industry in 2020, China Ceramics Network, which has always paid attention to brand growth, believes that Asia Ceramics is one of the representatives.
This year, in the face of the sudden COVID-19 epidemic and the deteriorating industry environment, Asia Ceramics, with its 48 years of profound historical heritage, is still full of innovative vitality and keenly grasps the new consumption trends and unprecedented emphasis on home health. The self-confidence of a strong country has further strengthened the product spirit of "Scientific Habitat, Healthy Life" and the national confidence of "Made in China to support the Chinese Dream". It has made provision for the fourth generation of consumers with scientific products for human settlement and creating a better life as its corporate mission, and has made great achievements. A series of big moves:
In April, the flagship product "Almighty Century Stone" was launched grandly, enriching the level of health products on the basis of 55° soft light bricks, ECO healthy ecological bricks and other products; in June, officially The Healthy Habitat Experience Exhibition Center, which was built with huge investment, was unveiled, highlighting the results of the exploration and application of healthy Habitat; in August, the "818 Brand Day" event was held grandly. Breaking through the traditional marketing thinking model, the concept of scientific human settlement and healthy living has been deeply rooted in the hearts of the people... Among them, the AFC Sports Marketing carried out in the second half of the year is the most prominent.
It is understood that in September 2020, Asia Tile sponsored the broadcast of the 2020 AFC Champions League (the highest level football club event in Asia) as the sole partner of the AFC Champions League broadcast PP sports ceramic tile industry. Since September, focusing on the core event of sponsoring the broadcast of the 2020 AFC Champions League, Asia Tile has launched a beautiful marketing combination and gained more than 1.05 billion brand exposures.
Action 1
Magic video previews the event, highlighting the fun
In September, before the start of the 2020 AFC Champions League, Asia Tile warmed up with a "magic" video, changing the stereotype of traditional industry advertising and interestingly introducing the theme of "Watch the AFC Champions League, support China" .
Video
Action 2
Douyin’s nationwide mission to attract traffic and expand participation
Immediately afterwards, Asia Tile took advantage of the powerful advantages of Douyin's fission communication to launch a "national offensive" to consumers one after another. From the end of September to early October, we launched the "#support中国" Douyin Challenge to build momentum for the AFC Champions League and help support the National Day and Mid-Autumn Festival promotions; during the AFC Champions League in November, we jointly launched the "#Who is the Asian Football King" with Douyin officials? The national mission is to use a cash prize of 100,000 to inspire the enthusiasm of netizens to watch the AFC Champions League, support China, and promote Asia. It has attracted a total of 7,000 netizens to participate and over 580,000 netizens to interact.
Action Three
Full line of fun games to help increase communication volume
During the fierce competition of the AFC Champions League, Asia Tile was released online and offline at the same time.Play fun games to open up the two channels of marketing. Two H5 interactive games, "Ball King" football shooting challenge and "Guessing Boost", were launched online to support BIG4 in the Chinese Super League. They attracted netizens to participate by purchasing brick funds, personally experiencing the thrill of scoring goals and enjoying the joy of guessing; they were launched in offline terminal stores. The "Ball King" interactive game attracts consumers with gifts and uses the game to empower sales.
Action 4
Online advertising resources dominate the screen and enhance influence
At the same time, Asia Tile has launched all the focus matches of the Chinese teams in the AFC Champions League through PP Sports, and has used Baidu, Toutiao, Douyin, industry media and other advertising resources to dominate the screen, achieving full coverage of advertising resources. The concentrated exposure of the brand has attracted the attention of many potential consumers.
Action 5
Offline stores give back thanks and achieve conversion rate
Offline, Asia Tile simultaneously carries out gratitude and feedback activities such as the National Day and Mid-Autumn Festival "Double Festival", "Double 11" and "Double 12" promotions during the AFC Champions League season in specialty stores across the country, focusing on the 2020 AFC Champions League season. , attracting consumers through various discounts, gifts and fun activities, thereby achieving sales conversion and achievingAchieve a double harvest of brand exposure and terminal sales.
It is understood that many people in the industry and the media have an attitude of appreciation for Asia Tile's AFC marketing, believing that it has effectively enhanced the visibility, reputation and influence of Asia Tile in the domestic "post-epidemic era", which has greatly Boosted the confidence of its dealers nationwide. In the view of China Ceramics Network, in addition to this, or more specifically, this event marketing that has had a greater impact on the industry has at least three major highlights.
First, it fully demonstrates the strength of the brand
As we all know, the COVID-19 epidemic has had a huge impact on all aspects of my country's economy and society, causing delays in consumption, shrinking markets, and setbacks in exports. It has caused serious overcapacity and is still undergoing channel fission and consumption upgrading. The industry is getting worse. Faced with such a situation, some small and medium-sized ceramic construction companies are on the verge of bankruptcy or closing down one after another due to broken capital chains and collapse of supply chains. Some medium-sized brands are also in trouble.
In sharp contrast, Asia Ceramics has "the best scenery here". In such an environment, it can still carry out four months of AFC Sports marketing with great efforts. Its brand strength is undoubtedly demonstrated and fully demonstrated. .
The second is to accurately reach the target users
In the context of continuous upgrading of consumers, especially the outbreak of the new crown epidemic in 2020, mid-to-high-end consumer groups have more expectations and attention for the product quality, sales services, and especially health functions of ceramic tiles; they also happen to be fans of sports events Main focus groups. As one of the few sports events in the post-epidemic era, the AFC Champions League has extremely high traffic. Asia Ceramics, which takes "scientific living and healthy living" as its product spirit and "builds China's first high-end ceramic tile brand" as its market positioning, is keenly aware of this opportunity.
By sponsoring the 2020 AFC Champions League broadcast, Asia Tile has combined brand positioning, target users and sports events in the best way to form a trinity marketing system, which not only spreads the brand concept well, but also more accurately It reaches the target users effectively, which can be described as killing three birds with one stone.
The third is to effectively realize terminal empowerment
Asia Ceramics has been fully active online while also vigorously attacking offline. It has successively launched the AFC Champions League National Day and Mid-Autumn Festival "Double Festival" in specialty stores across the country."Double 11", "Double 12" promotions and other large-scale gratitude and feedback activities rely on the clever online-to-offline diversion design and the "AFC Champions League gift for entering the store", "luxury gift for placing an order", and "all-round century stone gift for buying new products". Various discounts, gifts and fun activities such as "Free ECO Ecological Health Bricks" and "Special Prices for Headquarters of 5 Star Products" attract consumers, expand brand influence and promote sales conversion.
On the basis of launching 8 major measures to tide over the difficulties with dealer partners during the COVID-19 epidemic, Asia Tile has used the 2020 AFC Champions League broadcast marketing package to maximize the spread of the brand while empowering online to empower offline and the headquarters to empower distribution. business, directly promoting the increase in terminal sales.
For Asia Tile, a new player in sports marketing, this sports marketing with over 1.05 billion exposures is quite bright from any angle, especially from the perspective of subtly reaching target users, it is even more worthy of recognition. .
At present, the 2020 AFC Champions League season has ended, and Asia Tile’s sports marketing around the 2020 AFC Champions League broadcast has also come to an end, but its innovation in product development, marketing and other aspects will not stop. China Ceramics Network learned from the Asia Ceramics Marketing Department that the brand will make a big move in publicity and promotion.
Since December 28, 2020, Asia Ceramics has invested heavily in four first-tier cities including Beijing, Shanghai, Guangzhou, and Shenzhen, and new first-tier cities such as Hangzhou, Nanjing, Wuhan, Chengdu, Xi'an, and Foshan. Screen ads were placed in the waiting halls of 317 urban high-speed rail stations, including G2 Beijing-Shanghai Expressway Tianjin Airport Station, Panyu Bridge Station Panyu Bridge Station, and G4 Guangzhou-Shenzhen Expressway Bao’an Station, and 93 national high-speed aortic toll stations. Highway advertising.
Taking this opportunity, Asia Ceramics will continue to strengthen its brand influence, enhance brand penetration, increase its efforts to empower relevant regional dealers and branches, take a new step towards 2021, and further expand its presence in the national market Plan the layout.
Author: Zen Can
