[Face-to-face interviews with people in the ceramic industry] Issue 8
Interviewed Guest｜VIRG CASA Home Marketing General Manager Nie Junfeng
Interviewer | Director of the Editorial Department of China Ceramics Network Zou Sijin
Interview time｜The morning of July 14, 2021
Interview Location｜VIRG CASA Headquarters, Foshan, China
Text arrangement｜Hong Xiaochun
Recently, the 2021 "Top Ten Brands of Architectural Sanitary Ceramics" was released online. VIRG CASA won the two awards of "Top Ten Brands of Imported Ceramics" and "Single Product Champion Category".
As the first cross-border customized home furnishing brand in the ceramics industry, VIRG CASA has attracted much attention both inside and outside the industry for its original 1+N business model. Since its establishment, VIRG CASA has not only carried out in-depth cooperation with four well-known ceramic tile manufacturers in Europe, but also focused on the full-case application of various spaces, styles and materials in the field of high-end customization, with "high-end ceramic tiles + overall cabinets + whole-house customization ” combination model to build a system of its own.
Why does VIRG CASA have such a unique brand positioning? What’s the secret behind the brand’s continuous leap and upgrade in recent years? Out of curiosity, China Ceramics Network interviewed Nie Junfeng, general manager of VIRG CASA Home Furnishing Marketing.
The following is the transcript of the interview.
VIRG CASA Jingjing Home Marketing General Manager Nie Junfeng
Reporter from China Ceramics Network: It is understood that VIRG CASA’s “3-in-1” model is the first of its kind in the industry. What was the source of your confidence in launching this model?
Nie Junfeng:Senior industry insiders know that VIRG CASA has more than 20 years of ceramic tile production and sales DNA in its blood. Based on the nearly 30% annual growth rate of the customized home furnishing industry and the 4 trillion market space, VIRG CASA took the lead in choosing the "3-in-1" model of "high-end ceramic tiles + overall cabinets + whole house customization" as a new starting point for cross-border transformation. At a time when many ceramic tile brands are competing in the "Red Ocean", VIRG CASA's cross-border move is not only a reflection of capital strength, but also an accurate grasp of industry trends.
It is the innovation of this model that meets consumers' one-stop shopping needs and attracts many powerful merchants in the building ceramics industry to cooperate with us. In fact, VIRG CASA's model is not a 1+1 collection of categories, but an integration of space. Through atmosphere, matching, and scenes, the unique advantages of product strength are reflected in an overall space solution. The benefits to dealers are obvious: First, the whole case Design, as big as the home is, the single value is as big as it is. This is unmatched by the single value of a single product of ceramic tiles; secondly, the same area of stores have both ceramic tiles and customized ones. The sales caliber is wider and the profit points are naturally more ; Third, it caters to those large ceramic tile merchants with a solid foundation, and is more conducive to their conversion and expansion of contacts.
Reporter from China Ceramics Network: In recent years, slate products have become popular, and many brands have gathered in the slate field. This has led to slates easily falling into the quagmire of homogeneous competition like ceramic tiles. May I ask VIRG CASA? What are the unique advantages?
Nie Junfeng:At present, most of the rock slab manufacturers in the industry end up selling rock slab materials. VIRG CASA not only focuses on rock slab materials, but also focuses on home customization of rock slabs. This kind of cross-border integration is currently not available among ceramic tile manufacturers and neither traditional customized home furnishing manufacturers.
Based on an in-depth understanding of high-end consumer demand, VIRG CASA takes rock slabs as the entry point and perfectly integrates "high-end rock slabs + whole-house customization". It mainly focuses on the full application of rock slabs and veneer, integrating rock slabs into the whole house. The boards are not only used on common walls and floors, but are even included on countertops and cabinet doors. Here, for the first time, high-end ceramic tiles and whole-house customization form a harmonious coexistence with each other.
Currently, VIRG CASA already has a number of customized series with different styles. In particular, the "Rock Work" series, which uses all-rock panels, covers 3 styles and 8 large spaces necessary for large apartments. It is extremely Functionality, comfort and quality fully satisfy the exclusive enjoyment of high-end consumers and are a real life proposal that matches high-end consumers.
Space customization-kitchen
Space customization-bedroom
Space customization-living room
Space customization-cloakroom
Space customization-restaurant
Space customization-study
Reporter from China Ceramics Network: What do you think is the most critical gap between “selling all-rock home solutions” and “selling materials”?What?
Nie Junfeng:Why is it said that the entire industry is selling materials, but we are the only one selling all-rock home solutions? Because the intelligent information production system is the key to making rock slab customization truly accessible to thousands of households. VIRG CASA has created a "V Cloud Intelligent Production System" that integrates the entire process from marketing, design, production to delivery, breaking the industry dilemma of multiple software conversions and manual order splitting in the customization industry. The front-end uses a design platform to truly present the spatial scene, so that what consumers see is what they get; the back-end relies on strong information integration capabilities and a production process control system based on digital barcode management to achieve flexible production. This effectively solves the problems of store marketing traffic and customer experience, improves delivery capabilities, and makes store operations smoother.
It is no exaggeration to say that, looking at the industry, VIRG CASA is the first company in the whole slate home furnishing industry. Because of the rock slab, it’s Jingjing! Because of Qinjing, slate also has more wonderful home performances. From the ordinary space paving application of slate to the field of home customization and then to the field of home high-end customization, VIRG CASA has improved the slate product matrix step by step, and has achieved the status of "the creator of the whole slate home furnishing" IP in the world.
Reporter from China Ceramics Network: Earlier you mentioned that many powerful businessmen choose VIRG CASA. What kind of policy advantages and assistance do you have in attracting, supporting and protecting business? Support?
Nie Junfeng: Home customization is different from single-product ceramic tiles. The process from shopping guide to order completion requires much higher requirements for details and professionalism than single-product ceramic tiles. Therefore, VIRG CASA has always advocated a As a nanny-style service, we have a complete assistance system - "V Rocket Growth Plan". There are 6 major assistances in the plan: team assistance, store construction assistance, training assistance, opening and activity assistance, and channel assistance. Assistance and after-sales assistance. The headquarters provides "N-to-1" assistance to new merchants throughout the process, assisting terminals in establishing a new operating system, achieving talent training, channel deepening, and operational guidance, allowing stores to operate in a systematic manner and achieve leapfrog profits.
Many of our partners have a deep understanding of this assistance system. Some of them said that VIRG CASA is the most humane and warm company they have encountered in so many years of working in the building materials industry; some said that as long as you are willing to try, VIRG CASA can lead you to an unprecedented height. These words also moved us very much. We take them as encouragement and will work harder to serve these partners.As partners, we achieve mutual success and grow together.
Reporter from China Ceramics Network: How will VIRG CASA continue to move forward? What big moves will be launched?
Nie Junfeng:In the second half of the year, we will take advantage of the momentum to showcase the brand through categories and build products through channels. For example, we can combine openings in various places to deepen designer activities in order to gain effective promotion. Not only that, we will continue to improve the slate product matrix, deepen the slate home solutions, further consolidate the IP of "the whole slate home project creator", and lead more partners to use slate home as a breakthrough to achieve multi-dimensional growth. .
Reporter from China Ceramics Network: It is understood that VIRG CASA will appear at the 2021 Guangzhou Construction Expo. Can you introduce the relevant information of this exhibition?
Nie Junfeng:After two years, we once again entered the Guangzhou Construction Expo. This time VIRG CASA will take "THE ONE Rock Slab +" as its exhibition theme, and will display the "Rock Work·Printed Oak" customized series for the first time. The new product is aimed at the needs of high-end consumer groups and provides a complete solution for slate home furnishings in the six major spaces necessary for large apartments.
The "Indian Oak" series is inspired by the thousand-year-old oak piles in the Venetian Water City. It cleverly combines the nobility of slate, the elegance of oak and the texture of leather. It not only has multiple patents, but also has a healthy smart series, and all cabinet doors Fully horizontally connected, it has the elegant texture of oak, is durable, and has a high cost performance, bringing customers a new one-stop all-rock home experience. At this construction expo, I believe that "Yanzuo·Yinruo" can represent the highest level of slate home furnishing application in the industry, and will definitely refresh everyone's new experience in slate application.
Nie Junfeng:Because of the emergence of rock slabs, our three-in-one model has a more distinct foothold. The combination of rock slabs and wooden materials can be used in all aspects of home furnishings. Case output is our unique IP advantage, and we will also strive to be in-depth and thorough. At present, our slate wall protection system is also under development. By then, our slate home furnishing project will be more complete and self-contained, forming a closed loop, thereby further solidifying our "slate home furnishing project creator" IP status in the world!
I can confidently say that no one understands rock slab customization better than us. We will definitely make "rock slab customization" thorough and thorough and carry it out to the end!
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Through this interview, it is not difficult to find that the reason why VIRG CASA has been able to gradually consolidate its status as the "creator of the whole slate home furnishing project" is because it has always taken high-end consumer demand as its own responsibility and has always firmly practiced comfortable life. design concept.
Choose VIRG CASA, "What you see is what you get" is no longer just an illusion, the ideal of "a better life is within reach" can be easily realized through the slate home whole-house solution.
From July 20th to 23rd, the China Construction Expo (Guangzhou) will be held at the Canton Fair Complex and Poly World Trade Expo Center. At that time, the VIRG CASA "THE ONE Slate +" exhibition hall located at No. 19, Hall 5.2, Area A, will make a stunning appearance. We look forward to meeting you for a more comfortable life together!
