Brand upgrade has never been an easy task for industry-leading brands, which often means changing the direction of the tide.
Changes in the environment, changes in the industry, and changes in enterprises, each change breeds evolutionary potential; external challenges, one's own pressure, and every difficulty give birth to the power to break the situation.
After becoming the leading brand of marble tiles for 7 years, No. 1 decided to change its attitude and start again.
I.
STRATEGIC EVOLUTION
Strategic Evolution
In the past seven years, No.1 has completed its strategic positioning as a leader in the marble tile category. Faced with the new normal of rising marketing, competition, and the market, No.1 has seriously considered its future direction! To this end, No. 1 will focus on brand positioning, business model, product research and development, manufacturing, service management, core capabilities, etc. to start a road to all-round brand evolution.
▲Visit Italian ISLA
As the first step in the evolution of brand strategic positioning, in 2020, No. 1 executives have visited European building materials companies for on-site inspections, reached strategic cooperation with Italian ISLA tiles, Spanish AZUVI tiles, and X-LABS tiles, and became the only one in China Designate an agent to start the first step in the strategic journey of "international high-end product platform" and unify the overall action pace of the brand in the future.
▲Italian ISLA
▲AZUVI, Spain
▲Spain X-LABS
The development of the domestic economy, the continuous iteration of consumer groups, the expansion of store formats such as Red Star Macalline and Easy Home, etc., have all brought favorable opportunities to the domestic imported brick market; based on thinking and strategies about changes in the domestic market Adjusting the direction, No. 1 has been thinking about how to create consumer and customer benefits through differentiation, and taking into account explosive breakthroughs and long-term sustainable development, innovatively created "imported x domestically produced, that isOne Smart Selection" business model.
II.
PATTERN EVOLUTION
Pattern Evolution
No.1's new business model "Import The 4 featured brands (ISLA, AZUVI, X-LABS, LEADER) have a more complete product system, with strong product quality and practicality, which can help dealers meet the needs of the local high-end market and gain recognition from the circle of high-end designers. As the No. 1 private brand, LEADER relies on European design, advanced technology, and reasonable prices to take into account consumer groups at all levels and meet multi-channel development.
International brands, products and private brands, products and other combination modules can accurately target the 200 million new middle-class consumer groups. The first architectural concept of stylish store display, combined with innovative and differentiated services, brings a different experience to users and makes the entire sales process a matter of course
Ⅲ.
IMAGE EVOLUTION
Image evolution
In the past, exhibition halls paid more attention to the display of ceramic tiles themselves and thinking about commercial efficiency. With the iteration of shopping methods in physical stores, simple displays can no longer break through in the market.
The new One Intelligent Selection global marketing center is personally run by Li Dongcan, founder of Taiwan's No. 9 Design Group Design, using "architectural design concept" and "consumption scene design”The combination of dual concepts, based on the starting point of "water surrounds stones and trees in the shadow of trees, and people are in the shadow of trees and mountains", creates the industry's first new exhibition hall with the architectural concept of "man and nature".
The new One Smart Selection global marketing center realizes the two-dimensional display of flat ceramic tiles into a three-dimensional scene Link; from simple aesthetic and functional display to the multi-dimensional intersection of nature, art and culture; from simple product display to gurgling water, the audio-visual appreciation of the oblique shadows of the woods has also become a communication that conveys the value of ceramic tiles, life scenes and humanistic warmth to the public link.
IV.
DESIGN EVOLUTION
Design Evolution
One Smart Selection is committed to building an "international high-end product platform" and adhering to the principle of "respecting design and insisting on originality" "The core concept is to provide customers with comprehensive space design solutions. In the wave of consumption upgrading, Yihao has been favored by young consumers and designers with its high-quality and high-taste original products.
▲Join four well-known Italian design agencies
Based on the same understanding of design and the common understanding of using design to lead a new lifestyle, in 2020, One Smart Choice< /a>Works with four well-known Italian design institutions including INKSIDE, TECNOGRAFICA SPA, STYLGRAPH and DIGITAL DESIGN to jointly develop new products.
Ⅴ.
PRODUCT EVOLUTION
Product evolution
The behaviors, habits and scenarios of contemporary consumers have changed. Faced with the changes, One Smart SelectionCooperate with ISLA, AZUVI, and X-LABS to actively introduce original imported products. At the same time, with the blessing of leading intelligent manufacturing capabilities and independent research and development capabilities, LEADER products with both appearance and strength are emerging in an endless stream: Evolution Marble, Natural Master , classic marble, etc., with richer product elements, specifications, and textures.
▲ISLA-MEDITERRANEA Mediterranean Series
▲AZUVI-RIVER Series
▲X-LABS-STATUARIETTO VENATO Cloud White Series
In the face of changes, No. 1 adheres to the product strategy of "innovating with original technology to serve users' new needs", adheres to high-end differentiated brand positioning, and provides high-end products with high appearance, high quality, and differentiation for the new middle-class group. : 7 mainstream series, 226 product colors, 8 inspirational elements, 7 types of surface textures, 18 types of sizes and thicknesses, 6 types of general scenarios, and 3 types of performance materials.
VI.
SERVICE EVOLUTION
Service evolution
In the face of changes and challenges, No. 1 Station looks at the future now, actively evolves its marketing model, and breaks down boundaries through five major strategies of co-creation and symbiosis, from store competitiveness,Improvement in channels, service systems, product promotion and empowerment will help new businesses grow rapidly.
▲No.1 Terminal Service Marketing
One Smart Selection Keeping users in mind, constantly pursuing the ultimate in products and services, Oubiao Micro Seam paving is One Smart Selection's positive response to consumers' inner needs. Through the European standard micro-seam paving, the traditional 1.5MM-3MM seam is reduced to less than 0.5MM, which solves the user's pain point of worrying about gap dirt.
April 15-16, "Together, Create the Future" 2021One Smart Selection The brand summit and exhibition hall opening ceremony are about to begin. We will explain in detail the new proposition of No. 1 and the design concept of the new global marketing center, so stay tuned!
