China's independent ceramic tile brand takes the pace of globalization strategy
He is known as Steve Jobs in the ceramics industry, creating a new category of “marble tilesâ€, which revives the rare natural marble, leading the advancement and innovation of the ceramic industry; he founded the Chinese independent ceramic tile brand, stepping out The country is a thousand miles away, and it has appeared in the European and American regions such as New York Times Square, which has triggered the trend of foreigners learning Chinese characters and became the first building brand to be unveiled in New York Times Square with Chinese national brands. Li Zhilin, chairman of Jane Marble Tiles, and his R&D team used Chinese power to ring the door of the international market, show the world the soft power created by China, and take an extraordinary attitude on the path of internationalization. step.
Debut international brand
In September, New York Times Square, a photo with Chinese elements was mysteriously unveiled. In the past, pedestrians stopped to enjoy rare Chinese advertisements. The “foreigners†who are interested in Chinese culture send pictures to SNS such as Facebook and Twitter, so as to explain to the netizens around the world what is the meaning of the Chinese character “Jianyi� The “Jianyi†on the screen is the brand promotion of Jane Marble Tiles in Times Square, New York.
New York's Times Square is the world's commercial center, and there have been many companies advertising in New York's Times Square over the years, especially those planning to list in the US. Although it is often possible to see advertisements of Chinese companies in Times Square in New York, most of the advertisements are emerging companies, and there are only a handful of traditional enterprises. The traditional ceramics enterprises are only "Jianyi".
At the same time, Jane launched a series of international promotion actions. In addition to the giant screen advertisements in Times Square in New York, the four international high-end international exhibitions, the international four major airports, France Charles de Gaulle Airport, Frankfurt Airport, Germany, Advertising at Heathrow Airport in the United Kingdom and San Francisco Airport in the United States.
There are very few enterprises in the ceramics industry that have appeared in the international market with their own brands. As a global manufacturing country, especially in the field of traditional architectural ceramics, most of the enterprises export are based on OEM (OEM), while Jane focuses on brand autonomy. Innovation, has always adhered to the road of Chinese creation, and created a new category of “marble tileâ€, which is the first building brand to be unveiled in the Times Square in New York with Chinese national brands. This initiative to show up in the international market with its own brand seems to be a small step for Chinese brands in the international market, but it is a big step for the domestic ceramic industry and the entire national industry. "We blew the horn of the internationalization strategy. This is our attitude of showing confidence to the world." Li Zhilin’s eyes sparkled. "Let the world know more about the innovative categories like "marble tiles" and hear more. A Chinese brand name like "Jianyi"."
Made in China to create in China
China's ceramic exports are many, but the brand output is too small, almost at low prices. Li Zhilin revealed that the marble tiles exported by Jane accounted for about 40% of the total sales volume each year. It is one of the largest enterprises in China to export ceramics, and the export price is relatively high. It does not sell in the international market at low prices.
The Jiantao brand, especially the high-end Jiantao brand, is in a state of cold concern in China. Jane has cast his vision to the world's annual top stone exhibition in Italy, and competes with marble tiles and stone. The “marble tile†category has become a powerful proof of “Created in Chinaâ€. Jane has been unveiled at the "Italian Verona International Stone Fair" for six consecutive years and is the only Chinese ceramics brand that has been on the international exhibition area of ​​the Verona Stone Fair.
“The annual exhibition of ceramics and decorative exhibitions held in various countries has a simple figure. Similar exhibitions are almost every month. Jane’s is to use all kinds of opportunities to play the brand of Chinese ceramics. Going out, increasing the added value of products, changing the impression that people have a large amount of Chinese ceramics and low prices in the past," Li Zhilin said.
In recent years, the government has been advocating a shift from Chinese manufacturing to Chinese creation. "From the perspective of Jane, we also hope that the market is "created in China". The category of marble tiles belongs to China. These products are more representative of the competitiveness of Chinese companies. At the same time, we also appeal to more peers. Innovate, as Jobs said, where is the biggest difference between leaders and followers? It lies in innovation. The most fundamental driving force for the transformation from Chinese manufacturing to China is innovation.†Li Zhilin said that the future of Chinese companies will be internationalized. The biggest driving force for development is innovation. Chinese companies need to use their own brands and independent innovation products to conquer the world, which is the symbol of true internationalization.
International strategy, do not forget the initial heart
Talking about the development of Jane’s international strategy, Li Zhilin said that the internationalization of Jane’s has been “planned for a long timeâ€. Just like sowing an ideal seed, Jane has such a vision since it was founded ten years ago, and hopes to become a "domestic first-class, internationally renowned" brand. Today, Jane's marble tiles have been exported to Europe, North America, South America, Australia, Southeast Asia and other regions. Sales abroad have exceeded 40%. Jane's marble tile stores are located in Canada, Germany, Italy, Malaysia, etc. 23 Countries and regions. "The internationalization strategy must have international thinking and thinking. There is still a long way to go before the internationalization of Jane, even longer than the establishment of the domestic market, and it is more challenging, but it is undeniable that the international market will It is the focus of Jane’s future development.†For the future, Li Zhilin has a strong willingness.
“The Chinese ceramics industry has entered the medium-term development stage from the primary development stage to the medium-term development stage. The game rules of industry competition are different. The previous extensive and barbaric growth environment will no longer exist. By taking the opportunity, the diversified development mode will not conform to the future. Macroeconomic climate." Li Zhilin concluded. "In the mid-term development stage of the industry, the survival of enterprises depends on the brand to compete for the market and the mind of consumers, relying on innovation to establish their core competitiveness and gaining added value, relying on refined system operation to provide back-end guarantee. Relying on innovation, relying on brands, and relying on the sustainable development of system operations, we can achieve long-term survival opportunities."
"The era of change is in front of us. In the era of change, we must change ourselves, self-attack, and initiative change. Actively embrace change and boldly carry out subversive innovation. This is the requirement of the times. The era of great change means great opportunities. Faced with big challenges." In Li Zhilin's view, this is the worst era and the best era!
"Can't change for change, no matter how the environment changes, you can never lose the source." Li Zhilin believes that while the world economy is constantly facing challenges, brand power has become one of the core competitiveness of Jane's marble tiles to seize the international market. Therefore, Jane must achieve “four adherencesâ€, adhere to brand building, adhere to high-end positioning, adhere to product categories, and persist in continuous innovation.
"Jianyi always has to self-attack, constantly break through the self, and constantly innovate in order to lead the industry. Jane's dream is to make Jane one of the best in the world." Li Zhilin said.
Avenue to Jane, consistent
Different from other ceramic companies or the name of luxury or foreign culture, Jane, this simple and meaningful name, is the best annotation of a ceramics company who has been obsessed with doing things for many years.
"'Janeyi' is simply to be a man, to do things with one heart, from doing one thing to just one category, one-on-one and professional." Li Zhilin explained. In his life dictionary, Laozi’s “avenue to Jane†and Confucius’s “one-stop†became the guiding light for him to do things as a business. Along the way, facing the temptations of other investment industries, Li Zhilin has no ambiguity, always sticks to the ceramic industry, and sinks into this ideal fertile soil.
Li Zhilin began his ceramic life journey at the university. Since then, Li Zhilin has been inseparable from the ceramic industry. In 2002, Li Zhilin founded Jane. At that time, the Foshan ceramics industry was approaching its peak, and hundreds of ceramic factories were getting together. Jane had to find a market in the gap.
“Every tile category has a big crocodile occupying the market, so I can only jump out and observe. From the decoration industry, it seems that there is a blank market between natural marble and ceramic tile,†Li Zhilin said.
In 2009, Jane introduced marble tiles. At that time, Jane held three "fist" products in his hand. "Five-degree space stone" and "Sheep brick" were very popular in the market, but Li Zhilin entered the second "five-year plan" and he was determined to be too strong. Jane needs one - marble tiles.
Many people refer to Jane Li Zhilin as Steve Jobs in the ceramics industry. Many of my peers don't understand that Jane has a lot of star products. Why put all the eggs in one basket and specialize in marble tiles. Li Zhilin said that he agrees with Apple's philosophy, not blindly expanding the product line, but doing the best in a certain field.
Li Zhilin admits that there is a risk in the specificity, but since the development of the "marble tile" category, Jane has the responsibility to make it bigger and stronger. "More is less, less is more, there is a house to have it. We just want to persevere, to make marble tiles to the extreme, become a marble tile expert." Li Zhilin said frankly.
The mission of the blood
"Ceramics has a long history and brilliant achievements in China for thousands of years. From the poetry endowments of literati in the past dynasties, we can appreciate the aesthetic value of ceramic art. China's English is named after porcelain, from daily necessities, building materials to art. Products, ceramics and the Chinese 'get along with each other'." In Li Zhilin, let the Chinese created ceramics again exhale and raise the world, seems to be his mission, running in the blood.
At the headquarters of the Smart New Town in Jihua Road, Foshan, each marble tile display in Jane will have two completely identical samples, and the texture and color are almost the same. Li Zhilin always proudly told the customer that one of the samples was actually natural marble, and one sample was a simple marble tile.
In Li Zhilin's view, ceramics were born to replace stone. Marble is a non-renewable resource. With one piece, there is one piece. The destruction of the environment from the mining of natural marble can not be repaired.
“Jianyi has created a new field of marble tiles, which not only solves the problem of aesthetics, but also realizes the value of environmental protection. It has also opened up a brand new development field for the industry and designers. For consumers, there is a good The marble substitute products, and avoid the various drawbacks of natural stone, which undoubtedly provide convenience for consumers who pursue quality of life." Li Zhilin introduced.
Faced with the changing market environment, entrepreneurs tend to become highly sensitive groups, and they tend to be light and heavy. Excessive sensitivity to the environment creates physical and mental stress and finally exhausts the energy and passion they deserve. However, in Li Zhilin, there is no such thing as the exhaustion that entrepreneurs often have.
Li Zhilin took a sip of tea and smiled: "If we do one thing, we must consider whether you love this matter. The cause you are engaged in must be recognized from the heart and have faith in order to face failure and frustration. I won't give up easily. For so many years, I have been doing what I like, I feel very happy and practical. Every morning my eyes open, I think of the good side, not the bad side."
As the soul of the company, Li Zhilin extended this enthusiasm for the cause to each employee, making the whole Jane open, creative and responsible. Li Zhilin often said to his team: "A production line saves a mine. Marble tiles allow real marble to return to nature. We sell more than just a marble tile, but indirectly protect environmental resources and benefit human society."
Personal profile:
Li Zhilin is currently the chairman of Foshan Jianyi Ceramics Co., Ltd. Simple, single, and laugh. He once served as the vice chairman of the state-owned enterprise, but he rushed back; he was a private enterprise executive, but he left in a prime time. In order to dream, start your own business. Because of the constant innovation, it has been praised by the industry as “the father of marble tiles†and “the ceramic industry Jobsâ€. He is well versed in the "focus" approach, a dedicated and charismatic entrepreneur.
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