Background:
GANI is a pioneering brand in marble ceramic tiles and a renowned high-end brand in the ceramic industry. GANI aims to enhance its brand value through a new brand upgrade. During the research process, it was discovered that GANI's success lies in its innovation of marble ceramic tiles and its focus on achieving excellence in the subcategory. However, with the development of the industry, marble ceramic tiles have become a common category, with almost all ceramic brands offering them as a subcategory. In light of this situation, it is believed that GANI needs to create unique, innovative value and maintain its leading position through a new brand strategy and a combination of business activities.
Strategy Directions:
1. Dig deep into stone culture and focus on high-end decoration. GANI's success with marble ceramic tile products stems from its technology in replicating the texture and quality of natural stone, surpassing the various flaws found in natural marble. This provides customers with a new choice for high-end decoration. GANI needs to amplify the value of stone materials and focus on the high-end decoration field.
2. Provide comprehensive solutions for high-end decoration through a finished product delivery strategy. Finished product delivery breaks the conventional practice of semi-finished delivery by ceramic brands, providing a seamless service from design, material selection, processing, purchase, installation, to after-sales support.
Brand Slogan (Picture 1-2):
"Choose GANI for high-end decoration."
By focusing on the high-end decoration field, GANI transitions from selling products to offering comprehensive solutions for high-end decoration spaces. Behind high-end decoration lies an entire industry chain encompassing product development, design, logistics, processing, installation, and after-sales support. The brand slogan of GANI amplifies its high-end brand value and emphasizes its business domain.
Super Sign:
Hua & Hua retained the previous layout for GANI but added a prominent "一" (one) as a super symbol. This aligns with Hua & Hua's important value: to protect the customer's existing brand assets and refrain from unnecessary changes.
Brand Logo (Picture 3-4):
Embracing the inherent theatricality of the brand, the Chinese character "一" (one) is chosen as the Super Symbol for the GANI brand. The character "一" is universally recognized, representing ultimate simplicity and encompassing the corporate culture of GANI, which values simplicity and consistency.
Store Design (Picture 5):
Through the implementation of the new Super Symbol, GANI upgraded over 600 stores nationwide. By incorporating the Super Symbol into store design, the stores achieve a higher-end aesthetic, enhancing the sense of quality and attention to detail.
Showroom Design (Picture 6):
Innovatively introducing the contrast showcase featuring GANI's original 0.5mm narrow joint continuous pattern technology, the advantages of this joint technique are made visible, allowing customers to easily see the difference and attracting them to enter the store.
Super Character (Picture 7):
In GANI's finished product delivery service system, there is a crucial role for the tile worker. GANI has its own team of skilled tile workers, which provides a differentiated value in the service system. Hua & Hua designed a super character for GANI: a Tile Master with a moustache to play the dramatic GANI brand role.
Material System (Picture 8):
Developing a modular material system for GANI stores based on store and customer usage. This includes brand display walls, customer value walls, the "One Tile, One Story" concept, and finished product delivery walls.
Customer Touchpoint Service Training (Picture 9):
Developing a customer touchpoint service system for GANI that encompasses actions and dialogues throughout the entire process, from before the customer arrives, during their visit, after they leave, to before, during, and after the installation. This training is promoted and implemented in key cities nationwide and is also included in the curriculum of GANI Business School for store personnel across the country to learn.
