Into the company's exhibition hall, the reporter saw more than a hundred pieces of ceramic bottles with personalized and artistic characteristics: elegant blue-and-white styling, elegant pastel modeling......, pieces full of Smart, full of life. Dong Keqin said that “Jingde Burning†is based on wine as an enzyme and porcelain as the content. It has intimately touched on the perfect ceramic craftsmanship and the long-established winemaking culture, leading the new round of fashion trends in porcelain wine consumption. Life rejuvenation!
What is a brand? Dong Keqin said that in foreign countries, brands are branded for a hundred years, not that a company that has gone through 100 years is a brand, nor is advertising more than a brand. Brands are mainly targeted at consumer groups. When I returned to Jingdezhen in 2000, I first worked on lighting at the Hongxing Porcelain Factory, and more than 50 companies did it for us. We designed it. Jingdezhen is a millennium porcelain capital and has a strong cultural heritage. The reason why I returned to Jingdezhen's business venture is Jingdezhen's gold medal. I lived in Jingdezhen from an early age. Not Jingdezhen. I didn't get up there so quickly. I didn't spend a penny to manage my immigration smoothly. I brought Jingdezhen porcelain that I already had a great reputation abroad. In 2000, the state-owned ceramics company in Jingdezhen was basically closed, and people's impression of ceramics was very thin. At that time, I had an advertisement on the fifth floor of the ceramics company and called "Global Ceramics to the world." I gave ten yuan for each taxi in Jingdezhen, a little oil ticket, and they would run all over the street. Since then, people have known that there is a "Global Ceramics". Global has been doing OEM for the first six years without branding. But because of giving them a six-year deal, they learned from other companies how to be our own brand. The "Jingde" trademark is not registered by our company and was registered by the ceramic company in 1995. I remember when the provincial governor and the mayor came to the company on January 1st, 2007. I said it was a coincidence. Today is my birthday. Leaders come to see me. The governor said: Today is your birthday, what gifts you need? I said that the biggest gift I need is if the leadership supports me, I hope to sell the "Jingde" brand to me, but I don't have much money. Later, through negotiation, this trademark was given to us around the world. Actually we are still doing OEM in 2007, but we have already planned and started to question the future use of the “Jingde†trademark.
Dong Keqin said that trademark awareness is for the company. Can the company survive in the future? Does it exist after 100 years? Including whether the future product is recognized in the market? Is the brand product recognized by the consumer? This is not a word. It is necessary to have good products to speak and to have independent brands and core technologies. Therefore, in 2009, Universal Ceramics introduced a new brand of “Baolan Porcelain†series products, which have unique features in the design, manufacturing methods, and processes, and achieved “the art of daily-use porcelain and the batch production of hand-made porcelainâ€. . However, the market was cruel. On February 26, it officially went into production. On June 8, it closed down. “Baolan Porcelain†only survived more than 100 days. The death of "Blue-Porcelain Porcelain" and the impact of the international financial crisis have caused Global Ceramics to fall into a desperate situation.
To successfully transform, we must have brands and products that can quickly open the market, and we must continue to open up new markets. Dong Keqin set his sights on the ceramic bottle industry. Regarding wine bottles, he said that in the past, ceramics were durable consumer goods. Now that it has become a packaged product, it becomes a fast-moving consumer product, just like food. If you finish eating, you must eat it. Then if you drink it, you will drink it after drinking it. Wine culture and porcelain culture have been docked hundreds of years ago. I would like to take the 10 billion Jingdezhen as a porcelain capital. There are 7,000 billion wine markets in China, and 150,000 to 30% of 700 billion are used for packaging. If 15% has a share of more than 1,000 billion, more than 1000 billion lis 50% are ceramics, there are 500 billion. . 500 billion will be distinguished in China's top five ceramics production, each taking 20% ​​of the share, Jingdezhen will have 100 billion. Therefore, we feel relatively late, but it is not too late. With the brand development and design R&D capabilities accumulated over the years, the company should be able to do something in the ceramic bottle market.
Dong Keqin East West moved west to borrow enough start-up capital to start the production of ceramic bottle design, technology development and other work. In September 2009, Universal Ceramics, which had suspended production for nearly three months, began to resume production. Starting from the signing of the first 100,000 yuan sales list, the art and personalized bottle series attracted a large number of customers, including many famous national manufacturers such as “Wuliangye†and “Luzhou Laojiaoâ€. The business volume grew rapidly. In December 2009, the company’s output value exceeded 3 million yuan.
Dong Keqin said that the Chinese wine bottle market is a blue ocean. In order to make "Jingde Burning" into a listed company, Jingdezhen Jingde Porcelain Co., Ltd. has been formally established to operate the "Jingde Burning" bottle. This year, the company belongs to the year of technological transformation, development first, technological innovation, and large-scale production. Next year, the company is expected to achieve 50 million production capacity, establish a "Jingde burning" industrial park, develop 100 to 200 companies for my company's OEM production, make products according to my design and standards, and boost the development of the industry. The brand has been created to enable the realisation of a new type of wine bottle industry in Jingdezhen. Dong Keqin concluded by saying that if there is such a good wish, whether it can be achieved or not will depend on how the road underneath is step by step.
To achieve a better business development, you must have your own personalized brand. Global Ceramics requires that all ceramic bottle products must be printed with "Jingde burning" and use the "Jingdezhen" brand to expand the company's visibility. How to make durable consumer goods go to fast-moving consumer goods, how to make every "Jingde burning" bottle into the family, how to use "Jingde burning" to let the wine culture channels achieve the spread of porcelain culture? Dong Keqin proposed a concept: “Men drink wine, woman flower arrangementâ€. Put all the bottles into a vase. Even if it is in the bathroom, on the edge of the toilet, or in any corner, insert something to give people Vase instead of industrial trash concept. In 2010, the "Jingde Burning" series of products have been more sought after by the market, corporate performance to a new level, monthly sales revenue hit a record high.
Taking a "well-known trademark" is considered a brand. Dong Keqin thinks that it is completely wrong. In fact, we have been enjoying the intangible assets brought by our ancestors. In the process of making wine bottles, we put forward three points: quality, product image, and the third is the brand. If there is no quality, there can be no product image; with quality and imagery, you can work hard to achieve the brand. This time, when we applied for the Jingde trademark, we felt that the application was late and we were fully qualified to apply for an old Chinese name. If we want to do quality, product image, brand, we just say we don't use it. The bottle can be done by everyone. A small workshop can be done by just putting a bit of mold, but there is no standard. Because wine bottles need to be put into the market after filling, standards are needed. If there is no standard, there is no quality. Therefore, while we are developing, we are in the process of technological transformation. After our technology is transformed into a device, we can reach 100 workers, and we can achieve standardization and quality.
Dong Keqin said that when he was interviewed by the media last year, he once said: Global is doing the mid-to-high-end market, not as a low-end market. The lowest price of the company's bottle is 15.7 yuan, which is 3 times that of Jingdezhen low-grade ceramic bottle. The company's most expensive premium bottle of 19.9 kg is 99.9 yuan, which is 10 times that of Jingdezhen's current high-end products. Is this 10 times the brand? "Jingde Burn" was only a few months short and it was impossible for its brand to come out. Although the advertisement was broadcast on CCTV in February this year, the goal is that China does not have a bottle advertisement at present. It is intended to be a channel and market. Dong Keqin deeply felt that the Jingdezhen brand brought him a good opportunity. "Jingde burning" can not form a brand, but also need to rely on the company to achieve.
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