——Remember Wu Nanchang, general manager of Foshan Xinmei Ceramics Group
In the ceramic industry, especially Foshan ceramics industry, many people know Wu Nanchang, but few people are familiar with Xinmei Ceramics Group.
Wu Nanchang, 20 years old, graduated from Jingdezhen Ceramic Institute with a major in ceramic manufacturing. Like his classmates Xu Ping, Lu Qin, Bao Jiejun, and his younger brothers Xie Yuerong, He Qian, Li Zhilin, etc., they are all excellent ceramic technology talents and entrepreneurs. However, Wu Nanchang is a little different from them.
If Xu Ping, Bao Jiejun, and He Qian seem to be fond of "Yangchun Baixue" and take the high-end route, they have created ceramic brands such as Dongpeng, Marco Polo, Ou Shennuo, and Jinyitao. Then Wu Nanchang seems to be a "chinese man" He was enthusiastic about working hard, taking the new beauties on the road to surround the city from the countryside, and quietly cultivated the tertiary market.
Like Lenin ’s October Revolution and Mao ’s Starfire, it can be 燎原, as is the brand road of Robust and Wahaha. The operation mode is completely different, and in the end, it is the same way to success.
In 1998, Wu Nanchang considered that the funds were not strong enough at that time. He deeply studied and appreciated the "Mao's Art of War". With the spirit of "Xiaomi plus rifle", Xinmei Ceramics Group led the development of the west, implemented strategic transfers, and established Sichuan and Chongqing. According to the base, in Weiwei, Zigong, Dianjiang, and Kaixian, half of the country was hit. Subsequently, he fled northward, successfully merged again in Shuozhou, Shanxi, and then returned to Qingyuan, Guangdong. Finally, he returned to the main force and set up a key base in Linxiang, Hunan, to plot the potential of the Central Plains.
"From Foshan, rising from the southwest", he went through a metamorphosis process from starting from scratch to owning six production bases, from leasing operation to cluster development. He led the new beauties to work hard and achieved today's new American Ceramics Group.
China Tiles Network calls Wu Nanchang a “crocodile market crocodile”: in the current domestic ceramics market, there are not many well-known brands that can successfully enter the sub-tier 3 market, and most of the well-known brands are concentrated in the primary market. The most outstanding brands in channel management can only appear in the secondary market and a few tertiary markets. However, Wu Nanchang's unique business strategy has enabled his Xinmei Ceramics to stand out in the third-tier market, and has a huge annual output of more than 6 billion square meters in more than 4,000 ceramic tile manufacturers in the country. In the market, which accounts for 1% of the output, it is a real popular brand.
Wu Nanchang is an enterprise, just like him. He is too low-key, practical, and inadequate in packaging. The popularity of the brand is not high. Therefore, the brands of Xinmei Ceramic Group include Rake, Xinguan, Yuanjia, Well-off, Paul, Pfizer. Although they have seized a large share of the third-tier market cake, they have radiated the entire Southwest, Northwest, and Central China markets. Twelve years have passed. , Ignored the operation of the brand, corporate image, brand promotion is quite lacking. He lamented: "In recent years, I have only paid attention to pulling my car, rarely looking up and looking at the road, only considering serving the people, and lacking the added value of improving the brand. I will change this business model in the future."
With the maturity and improvement of the market, ceramic enterprises have shifted from extensive expansion to connotative improvement. As the basis of market competition, brand innovation has received unprecedented attention. Upgrading and innovating has become an irresistible trend, sweeping the ever-changing ceramics market and spawning a number of new brands.
Wu Nanchang is a hard-working and easy-going person, humble and simple, approachable, and also recognizes his own shortcomings, so he rethinks brand awareness and attaches great importance to brand value. He has accumulated 12 years of energy and intends to enter high-end brands.
After the completion of the strategic pattern of west extension, northward and southward departure, the Central Plains is a place for soldiers to compete.
Foshan Xinmei Ceramics (Linxiang) Co., Ltd., established in December 2006, is the core base of the Group's brand building. It covers an area of 1,000 acres and is located in Sanwan Industrial Park, Linxiang City, Hunan Province. It is only 3 kilometers away from the urban area, and is close to the Beijing-Zhuhai Expressway, with convenient water and land transportation. The industrial park is nestled in the mountains and waters, is in harmony with the environment, clean and environmentally friendly, and has a beautiful environment. A spacious and straight Xinmei Avenue runs parallel to the Beijing-Zhuhai Expressway to the factory.
The company invested heavily in production equipment, such as presses, aluminum ball mills, spray-drying towers, automatic control furnaces, polishing lines, and precision monitoring and control supporting systems, all of which are currently the world's most advanced high-tech equipment. Specializing in the production of crystal tiles, antique tiles, high-grade porcelain, high-grade quartz stone, granite and so on.
The total investment of Linxiang Company is 500 million yuan. Two production lines have been completed in the first phase of the project. It has been put into production in April 2009 and is in good operation with an annual output of 12 million square meters of wall and floor tiles. The second phase of the project is under construction. It is expected to be put into production in September this year. Three new production lines will be added, with an annual output of 16 million square meters of wall tiles.
The second phase of the project has become a top priority. It will make every effort to build a new brand, new quality, new positioning and new grades to open up new markets. The important factor of market competition lies in products, so the core influence of competition among enterprises also lies in products. The new product is undoubtedly the most dynamic and passionate market darling. One step ahead, winning with new, has become a major feature of China's ceramic market competition, and it is also a "weapon" for competitors to win the market. As the competition in the ceramics market becomes more and more mature, those companies that make immeasurable profits from imitation and plagiarism have increasingly felt the difficulty of survival. Xinmei Group does not want to follow in the footsteps of the industry and must make innovations.
With the development of the group, corporate image, brand packaging, technology research and development, production management, market planning, product marketing, export trade, etc. all require a large number of talented elites to join.
Xinmei Ceramics Group is people-oriented, grasps the pulse of the market, continuously researches and develops new products, focuses on humanity, artistry, and fashion, and provides high-quality architectural ceramic products to consumers with high quality and good after-sales service. To decorate a brand new and beautiful home.
Originated from Foshan, it rises to the southwest and has accumulated technology, experience and capital. Xinmei Ceramics Group has set up a new banner and proposed a new slogan:
"Everything is beautiful and starts again!"