On September 15, the popularity of the Suzhou building materials market suddenly increased. During the downturn of the entire industry's contraction, Owen Lai's top-notch 3,000-square-meter Suzhou terminal store opened, which simultaneously triggered a "wow" sound in the industry. This move, which seems to go against the trend, demonstrates the deep determination and market confidence of Owen's entire brand strategy. Although the industry has been exaggerated this year, Owen's true practice of "offense is the best defense" "Concept, we are firmly optimistic about the second half of the industry!
The 3000㎡ terminal store in Suzhou is very large, but size is not the point. The point is that there are ubiquitous content details from products to space; the opening of a new store is not the point either. The point is to drive it from a strategic height when the industry market is tightening. High-standard large stores were launched and the store upgrade across the country was promoted at full speed. Building a store is not the key point. The key point is how Ouwen Lai can gain performance by conquering the terminal market once the hardware conditions are strong enough?
From the headquarters to the franchisees, read this article to understand the thinking and strategies behind Ou Lai's market initiatives.
On September 15, the 3,000-square-meter Suzhou Ouwen Lai experience store opened grandly in Dongming Decoration City, Suzhou Park.
Liang Weihong, Chairman of Guangdong Ouwenlai Ceramics Co., Ltd., Wang Jiawu, Executive President of Ouwenlai, Wang Lizhan, Chairman of Suzhou Pengyun Real Estate Group, Nick, President of Suzhou Decoration Association, Hu Jianguo, General Manager of Shanghai Jiuguo Building Materials Co., Ltd., and Ouwenlai franchisees Liu Ying, general manager of the center, Liang Xueqing, general manager of Ouwenlai Brand Marketing Center, Jiang Dadong, general manager of Suzhou Ouwenlai, Wang Xue, deputy general manager of Suzhou Ouwenlai, Li Liang, general manager of Suzhou Yingtianxia Marketing Planning Co., Ltd. and other leaders from all over the country More than 300 people from Ouwen Lai elites, industry peers, designers, and media friends attended this event to witness the new blooming of Suzhou Ouwen Lai and its great achievements.
3000㎡ Suzhou Ouwen Lai experience store grand opening
Further seize the commanding heights of Suzhou's material market
△ Guangdong Owen LaiLiang Weihong, Chairman of Ceramics Co., Ltd.
Liang Weihong, Chairman of Guangdong Ouwenlai Ceramics Co., Ltd., expressed his heartfelt congratulations on the grand opening of the Suzhou Ouwenlai Experience Store during the opening ceremony, and discussed the development and future strategic direction of the Ouwenlai brand under the current internal and external market conditions. share.
He said: "The market in the post-epidemic era is accelerating differentiation. With the in-depth evolution of the market and channels, Owen Lai, as an industry pioneer and a leading brand of plain ceramic tiles, is responsible for leading trends and innovative breakthroughs in all aspects. Responsibility and strength. The current industry is constantly fragmenting and the market is complex, but it is also an important strategic opportunity period for high-quality brands. Building good stores and opening large stores not only reflects Owen Lai’s firm confidence in the future high-end consumer market, but also the continuous acceleration of Owen Lai To meet the needs of higher-dimensional development, Ouwen Lai will definitely become a great Chinese brand.”
△ Jiang Dadong, General Manager of Suzhou Ouwen Lai
In his opening speech, Jiang Dadong, general manager of Suzhou Owen Lai, thanked all walks of life for their continued attention and support, and shared that "good products", "the love and trust of Suzhou consumers", and "the joint efforts of all members of Suzhou Owen Lai" These are the three key points for laying out a large store of 3,000 square meters under the current circumstances.
"I always believe that opportunities are reserved for those who are prepared! I am confident and determined to make Ouwen Lai the absolute leader in plain ceramic tiles in Suzhou!"
△ Wang Lizhan, Chairman of Suzhou Pengyun Real Estate Group< /span>
Wang Lizhan, Chairman of Suzhou Pengyun Real Estate Group, said in his speech: "As a leading export brand of high-end ceramic tiles, Owen Lai has always been based on the field of high-end building materials and continues to provide high-quality and beautiful decorative materials for the home building materials market in Suzhou, providing users with Creating a wonderful home life experience... I believe that the Suzhou Ouwen Lai team can bring a more extreme material aesthetics and professional service experience to the Suzhou home building materials market. ”
△ Nick, President of Suzhou Decoration Association and founder of Nick Design Office< /span>
Nick, president of the Suzhou Decoration Association and founder of Nick Design Office, congratulated the opening of the 3,000㎡ Ouwen Lai experience store in Suzhou. He mentioned: "Other friends have been very curious and asked me about the 3,000㎡ Ouwen Lai experience store in Suzhou. How’s the store? I took a look at it today and it’s really extraordinary!”
"Owen Lai is a brand famous for its professional and distinctive products, especially in the field of plain ceramic tiles. It especially emphasizes the product system capabilities of docking design institutions, and has won the favor and support of professional design colleagues. . Under the leadership of Mr. Jiang Dadong, Suzhou Ouwen Lai has always provided the Suzhou decoration design industry with the ultimate products and quality services with a high-end and professional image. ”
△ Opening Ceremony
The Suzhou market is the focus area for Overlay to build an innovative marketing system. It can be said that the first official appearance of the 3000㎡ Overlay experience store in Suzhou not only allows people to see the unlimited vitality of the Overlay brand in this hot land of Suzhou, but also It is also a milestone for the advancement of Suzhou Ouwenlai Company, which will more effectively enhance the service level of the Ouwenlai brand in the Suzhou market and form a new commanding height in the Suzhou high-end building materials market.
Professional output
Set a new benchmark for terminal store experience
Humanistic interpretation of material aesthetics
"Anti-traditional", "refreshing" and "unforgettable" are the visitors' first feelings about the exhibition hall of the Ouwen Lai brand headquarters. Similarly, the guests' feelings about Suzhou Ouwen LaiThe experience stores all exclaimed "Shocking!" Owen Lai jumped out of the traditional exhibition hall aesthetic closed loop and display routines, abandoned the conventional modular space thinking that limited imagination, and boldly introduced the design techniques of large buildings such as museums, art galleries, and even churches, using light and shadow. The changing and concise lines create a complete and imaginative living space for everyone to immerse themselves in.
The 3,000-square-meter Owen Lai experience store in Suzhou adopts Owen Lai's latest iteration of space design concept according to local conditions, and combines it with highly layered lighting and environmental atmosphere design to create an elegant and inspiring space experience.
△ Change the scene as you move, bringing an immersive scene experience
"People + Products + Space"
Compared with the traditional "practical" method of stacking materials, the design team started from the product system and innovative technology, used modeling design and color matching, rationally utilized the space, emphasized the overall "beauty" of the space, and transformed it through the exhibition hall space. The most moving posture of the material is displayed, which not only highlights the atmosphere of the experience scene, but also displays Owen's rich and mature product system more efficiently and diversified.
Owen Lai opens a channel for dialogue between materials and space. Customers and designers can fully feel the height and material of Ou Lai plain ceramic tiles from multiple dimensions such as product performance, application scope, design empowerment and even spatial language expression. The products have unlimited possibilities; they are also displayed in different spaces to inspire various design inspirations.
△ The scientific integration of materials and aesthetics breaks the boundaries of hard materials such as ceramic tiles. The dull feeling brought by people gives the exhibition hall space flexible vitalityspan>
"Big" has potential
The new generation of consumer groups understands quality life far beyond materials, colors and functions, but also pursues the ultimate in quality, art and space.
Suzhou Ouwenlai General Manager Jiang Dadong revealed: "We have adopted a one-to-one restoration of high-end customized space design. From the matching of ceramic tiles/slates and soft furnishings in the space to every detail, there are traces to follow. . Through the most intuitive spatial display, we interpret the real application scenarios of materials, open different life windows for high-end customers, and provide personalized and comprehensive space solutions. ”
Owen Lai plain ceramic tiles fully interpret the cognitive understanding of materials and space aesthetics in a space of 3000 square meters, creating a high-looking, high-standard, and high-quality experience. The atmosphere allows users to have a better material selection and service experience, creating the unique recognition and value of Owen Lai plain ceramic tiles.
△ The cooperation between the static sales force of the exhibition hall and the professional team brings strong Effective high-quality service experience
Jianda store decoration new store
It is an important step for Suzhou Ouwen Lai to break through and develop
Jiang Dadong, general manager of Suzhou Ouwen Lai, has been working in the business world for more than 10 years and is a senior ceramics professional.
From the end of 2018, it was decided to abandon the multi-brand operation mode and focus on the Ouwenlai brand; in 2019, Suzhou Ouwenlai bucked the trend and grew significantly in the market, and deployed 4 different stores in the local high-quality market targeting designers, home decoration companies, senior white-collar workers, etc. Terminal stores for consumer groups form a basic sales matrix; so far, out of multiple considerations such as the development trend of the current ceramic industry and changes in consumer group demands, the opening of a 3,000-square-meter Owen Lai experience store has been planned and implemented to further open up the development of the local market. .
In the interview after the opening ceremonyDuring the festival, Jiang Dadong said that Suzhou is a city with a dazzling array of ceramic tile industry brands and numerous first- and second-tier developed cities at home and abroad. It is also a city where the involution of the ceramic tile industry is particularly serious. To make your own brand It can be quickly recognized and remembered, creating a store image that is attractive to consumers and attracting consumers' attention from the first visual sense.
△ The high-end villa 1:1 model room is one of the most important scene displays in the entire Suzhou Ouwen Lai experience store. Visually show the warmth of home. The cost of 200W was invested in 400㎡ of space to present the ultimate experience with the highest specifications.
"The market is becoming more and more homogeneous, and the competition in the same category is becoming more and more fierce. It makes me realize that if we don't seek innovation and change, we will fall into a situation where there is no minimum but only a lower level. We are in a protracted battle. To break through this situation, build a big store and install a new store. This is an important step for Suzhou Ouwen Lai to break through and develop! ”
“Having been making ceramic tiles for so long, I know that quality products are the last word for development. When I first stepped into the Owen Lai showroom, Owen Lai had differentiated advantages in both design and products. These are what I want. Looking for it. Over the years, I have seen that Ouwen Lai’s product system has become more mature, and its products have become more and more professional. Of course, the professionalism of product display must also be synchronized. ”
As for future planning, Jiang Dadong said: "In the current development situation, the experience and value of brand products are very important for sales, and building new stores in Suzhou is very important. It is an important step for Ouwenlai to break through the development. In the Suzhou market, Ouwenlai in black and gray is the most professional and transparent. Only by focusing on making Ouwenlai good, and developing the solid color ceramic tile category and platform, can we break through!"
△ Suzhou Ouwen Lai General Manager Jiang Dadong (middle) and team members
Suzhou·3000㎡Owen Lai Experience Store
Check-in address: Dongming Decoration City, Suzhou Industrial Park
