On May 28, Aloni Bathroom Cabinet held the "Consumption Upgrade, Life Evolution-2020 Aloni Brand Strategy Upgrade and New Product Launch" at its Foshan headquarters. Tu Kezeng, General Manager of Aloni Bathroom Cabinet, Foshan Liu Wengui, Secretary General of the Sanitary Ware Association, Lei Shaolin, Director of Aloni Bathroom Cabinets and other leaders attended the event.
A reporter from China Ceramics Network learned on the spot that Aloni will launch a multi-brand strategy in 2020. On the basis of insisting on deepening the field of high-end solid wood customized bathroom cabinets, it will vertically segment the market, extend its product line, and release Stefano bathroom Cabinet brand, accurately targeting young high-end consumer groups; at the same time, horizontally expanding categories, releasing N&N high-end customShower Room·Bathroom cabinet brand, focusing on the high-end shower room market, creating a situation where the three major brands keep pace with each other. Through positioning different consumer groups, we can meet more consumer demands and increase the market share of our products.
At the press conference, General Manager Tu Kezeng said frankly that in the face of market challenges and to adapt to consumer demand, Aloni officially launched a multi-brand strategy to help the brand achieve rapid improvement. This move is to effectively promote the expansion of business scale and the implementation of development strategies. At the same time, through category complementation, resource sharing, and cost balance between brands, we can increase performance, enhance profitability, improve the brand's ability to resist risks in future development, and form a long-term stable development of the internal brand system.
Aloni bathroom cabinets are known for their product innovation and marketing innovation in the industry. In terms of new product development, they reform production management, increase investment in research and development, and launch many fashionable new products every year; in terms of marketing, Aloni at the beginning of this year The Tmall flagship store has recently reached a cooperation with a professional short video operating agency to focus on Douyin short video marketing. With the help of the 315 live broadcast of good goods in seconds and the 51 live broadcast of grabbing factories, it has formed a regularized live broadcast marketing and social marketing. Integrate online and offline marketing to continuously empower marketing.
In order to continue the company's lifestyle marketing, Aloni specially formulated a "Three-Year Lifestyle Marketing Plan" and proposed "Evolution of Life" as the brand's annual promotion theme. In addition, in compliance with market trends, Aloni will comprehensively upgrade the VI system and SI system to create a fashionable and high-end image of the brand.
For the consumption of bathroom cabinets, the new middle class prefers products with both high quality and good looks, and prefers fashionable and simple designs. They do not like antique bathroom cabinets with complex lines and intricate carvings, nor do they like clichéd designs and workmanship. Rough slab bathroom cabinets. At present, the market of young and fashionable high-end bathroom cabinets in China is still in a blank field. As a customized brand of fashionable bathroom cabinets, Stefano bathroom cabinets are accurately positioned among the young high-end user groups born in the 85s, 90s, and even the 00s. In terms of product design, we inject Italian fashion genes, adhere to the people-oriented aesthetic concept of living, and cooperate with a team of big-name designers to gain insights into market trends from the perspective of young consumers, create "warm designs", and focus on product beauty and texture creation. and innovative intelligent applications.
