White Rabbit Tiles was born in 1999. It is a high-end product created by Zhuhai Xuri Group, the "aircraft carrier" of exterior wall tiles. brand. Since its establishment, the brand has always adhered to the tenet of "quality, taste, morality, and brand", adhering to the spirit of simplicity, innovation, and concentration. From entering the industry to becoming an industry leader, it has been focusing on craftsmanship and ingenuity for more than 20 years. , always adhering to the inner standards, has now become a model for many ceramic brands in the industry.
2021 is a year for White Rabbit Ceramics to be reborn, whether in terms of strategy, image, or display. The products have also been fully upgraded. Today, Zhongtaojun will take you to get to know the "new face" of this old friend.
01
New Showroom
Constructing an "ideal home"
On the morning of April 17, the 2021White Rabbit TilesThe exhibition hall opening ceremony and brand renewal conference were held grandly in Foshan. It took 60 days to build White Rabbit Ceramics Foshan The image showroom is debuting with a new look! It is reported that the exhibition hall is located in Building A, East District, China Ceramics Headquarters, Foshan, Guangdong. It uses the concept of "ideal home" to create a super-sensory brand image that perfectly combines space and art.
The new exhibition hall has four floors with a total area of more than 7,000 square meters. The first and second floors are for wall and floor tile product display, the third floor is for mosaic product display, and the fourth floor is for office and reception, meeting the requirements of exhibition hall, office and corporate culture display. Wait for multiple needs. The interior design inherits the open feature of the building, with each functional space freely arranged along the open axis, allowing the line of sight to be fully extended. The center of the exhibition hall opens up the four-story space and uses a satin-like spiral staircase to connect it in series.The resulting fluidity guides the entire visual focus.
The design of this exhibition hall is different from the single geometric angular squares of traditional ceramic tile exhibition halls. The designer took advantage of the special plasticity of mosaic materials and combined it with large-sized rock slabs in multiple ways. A large number of curved surface shapes blur the boundaries of the wall. The ubiquitous arc details create overlapping layers and tension. The curved structure and light create many soft and flexible emotions, injecting flow and rhythm into the solid space, echoing the artistic conception of winding water.
Not only that, in order to unearth a unique cultural symbol and spatial language of the brand, the exhibition hall design draws on the corporate temperament and DNA accumulated by the White Rabbit brand for 22 years, and integrates the super IP "Energy Rabbit" with the spirit of agility, speed and jumping. The image characteristics penetrate into the perspectives and perceptions of different dimensions of space, perfectly interpreting the artistic interest.
Huang Yingming, chairman of Xuri Group, said: "White Rabbit Ceramics The new appearance of the Foshan showroom is a brand milestone A new breakthrough in style is a new starting point and starting point for White Rabbit Ceramics to face a new journey. ” p>
02
New image
Super IP "Energy Rabbit"
In 2021, White Rabbit Ceramics's brand renewal will not only update the showroom decoration, but the entire Brand image. In order to reshape and refresh the brand's visual perception from the visual side and express the rich brand connotation with precise positioning, White Rabbit Ceramics has carried out a comprehensive brand strategy upgrade and brand positioning reshape based on the effective precipitation and inheritance of the original brand DNA, allowing the brand to burst out with "young, The vitality of "fashionable and diverse" brings new vitality and plasticity to the brand.
In terms of LOGO design upgrade, White Rabbit Tile maintains its original form and adopts a higher saturation The stronger, more vibrant blue gives the White Rabbit logo a new look; paired with Tiffany blue and coral orange as VI auxiliary colors, it quickly brings the vision into the current context of 2021 and reflects the brand's historical heritage. In addition, the design team designed a new standard Chinese and English font for White Rabbit Tile, by extracting the sharp edges and corners of the tiles, and The smart curvature of the white rabbit, combined with design techniques, reflects richer brand connotation and charm and has become an important element in the brand visual system.
In terms of brand positioning and brand slogan upgrade, White Rabbit Ceramics is based on brand strategy, market and consumer groups. With profound insights, we proposed a clear brand positioning - "Quality creates a better life", and a new brand slogan - "Tide towards rebirth". Through a new brand strategy, we aim to continue to create the ultimate and diverse home experience and space solutions for the new youth group who love life, have fashionable personalities, are rational, wise, open and inclusive, and meet their individual needs in terms of quality, value and emotion. need.
In the creation of the brand's exclusive IP, White Rabbit Ceramics continues the brand's visual gene and releases a super IP “Energy Rabbit”, with its cool and cute image and innate affinity, instantly brings the brand and consumers closerDistance strengthens brand recognition and memory and creates good brand association. The designer took the image of the white rabbit as the starting point and gave it the brand personality of speed, power and sunshine, integrating mosaic elements, from the shape of the ears, the look of the eyes, the movements of the limbs, the skin on the body...a rabbit that loves exploration and is cool. The "Energy Rabbit" born in the 1990s with personality, resoluteness, and sunshine and vitality emerges before our eyes.
Not only that, White Rabbit Ceramics also launched the "Energy Rabbit" series of peripherals, covering daily necessities, decoration There is a dazzling array of ornaments, office stationery, etc., starting from the interest tags and purchasing behaviors of young people, covering all aspects of the life needs of young people. White Rabbit Ceramics uses the language and scenes of young people to repeatedly shape and solidify the brand impression, and continues to absorb and Complete self-upgrading in the process of digesting new things, allowing consumers to experience a completely different ceramic tile brand.
In the era of information explosion, White Rabbit Ceramics has injected rich connotation into the brand through comprehensive renewal and upgrade. With strong vitality, from visual experience to original content, it constantly interacts deeply with consumers and establishes emotional connections, conveying a warm architectural ceramics brand image and making more consumers deeply feel itWhite Rabbit Ceramics's brand charm. In an increasingly competitive environment, White Rabbit Ceramics operates in a novel IP way and uses the warmth of the brand to Attracting the target circle and highlighting the more unique and profound connotation and value of the brand is undoubtedly the best way to create differentiation for the brand.
03
New Strategy
"Three Bricks Drive Together" Pattern
On the afternoon of April 17, 2021White Rabbit Ceramics brand refresh conference was held at Wyndham Gaoming, Foshan Hosted by hotel. At the meeting, this leading brand, which has been deeply involved in the professional category of "exterior wall tiles + mosaics" for 22 years, followed the development trend of the times, proposed a strategic upgrade to develop the wall and floor tile category, and officially launched an offensive on indoor wall and floor tiles.
According to Huang Yingming, chairman of Xuri Group, White Rabbit Ceramics has invested 2 billion to build a production base in Hunan , added 4 intelligent production lines, and created green building materials wall and floor tile products from a high starting point. The high-profile action indicates that a hard-core player with considerable strength has entered the huge market territory of indoor wall and floor tiles.
As a building ceramics brand that started out as exterior wall tiles and mosaics and has long focused on engineering channels, White Rabbit CeramicsAt the beginning of entering the indoor wall and floor tile track and laying out the retail market, it focused on the creation and research and development of product systems. In 2021, it used the opening of the Foshan showroom and the brand refresh conference to launch a full range of new product portfolios, including slate slabs. , marble, antique, wood grain tiles, mosaics, etc., and are presented to the public in the form of a full-space overall solution.
For dealers, the emergence of a powerful brand often provides competitive cooperation policies and is regarded as a new opportunity to invest and get rich. White Rabbit Ceramics The debut of new products also revealed an important message to the market and dealers: White Rabbit TilesThe product matrix has matured after a long period of construction. The opening of the Foshan showroom and the brand refresh conference are the starting point of the new journey. From then on, the brand officially opened the curtain of strong dealer retail channels.
Wang Wei, general manager of Foshan White Rabbit Ceramics Co., Ltd., said: "In 2021, White Rabbit Ceramics will start from Lay out the layout in four major dimensions: product research and development, brand image, terminal stores, and strengthen channels, develop together with dealers, build a "three-brick parallel drive" all-round product system, truly realize the integrated application of ceramic tiles, and build China's architectural ceramic aircraft carrier!"< /p>
04
New Products
"Osidian" Series
In order to meet the diverse and personalized space living needs of modern consumer groups, White Rabbit Ceramics has always adhered to its products On the road of innovation, we adhere to the product concept of taking design as the core, technology as the driver, and quality as the guarantee, giving products the inherent charm of high-end quality, and building the core competitiveness of products from the five dimensions of market, technology, system, culture, and design and R&D. .
White Rabbit Tiles The new 2021 "Obsidian" series draws on Pantone's 2021 popular color of the year - Extreme Gray , a fusion between black and white, and can be perfectly combined with various colors to meet various color matching needs in home and interior design. This product has a pure and restrained appearance, gentle and elegant temperament, perfectly interprets multiple urban colors, and achieves the taste of high-end elite life.
In specs, White Rabbit Ceramics is carefully crafted in a large golden size of 900x1800mm, with 3 pieces laid horizontally to the top, reducing processing to ensure the integrity of the tiles. Regardless of whether it is on the wall or on the floor, the overall effect is more complete and elegant, with a sense of visual extension, creating a larger and more open space pattern.
It is understood that this series of new products adopts digital crystallized glaze technology and is based on rare stones. It not only restores the texture of rare stones, but also uses the continuous reflection of light under different densities through the combination of materials science and optical technology. Refraction and direct reflection create a sparkling effect, truly replicating the texture of luxurious stone.
In addition, this series of new products also uses White Rabbit Ceramics's original 45° soft throwing technology , through precision intelligent CNC repeated fine polishing + soft polishing, it forms a 45° glossiness closest to the surface of natural stone, achieving diffuse reflection of direct light, making the human visual experience more comfortable, and creating a healthy and soft space.
It is reported that at the award ceremony of the 4th IAI International Design Festival and the 13th IAI Global Design Awards, Bai Rabbit Ceramics's product R&D team has been recognized by the professional review committee for its outstanding product design capabilities in the "Osidian" series, and won the "Outstanding New Talent" jointly selected by the Asia-Pacific Designers Alliance and the Art Xiamen Art and Design Expo Organizing Committee Designer" title.
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"In the future, Zhuhai Xuri Group will lead White Rabbit Ceramics to continue to focus on quality, integrity, truth-seeking, Strive for refinement and dedication, continue to innovate and develop, and move towards creatingThe vision of becoming a century-old enterprise and creating an international brand is moving forward. " Its chairman Huang Yingming once again clarified the development direction of the company/brand. In 2021, White Rabbit Ceramics stands From a new starting point, with hopes for tomorrow, through all-round efforts in independent research and development, production innovation, green development and other fields, we will surely write a new chapter of the "Three Bricks Driven Together" brand.
Born different·Dare to be different, as a strong ceramic tile brand, White Rabbit Ceramics participated in the 2021 The "Top Ten Brands of Building and Sanitary Ceramics" list broke into the two major stages of preliminary evaluation and final evaluation with high scores and high votes, and finally won the "Top Ten Ceramics Brands", "Ceramics First-line Brands", "Engineering Recommended Brands", and "Single Evaluation". "Champion Brand" 4 awards!
Good news!
White Rabbit Ceramics won 4 heavyweight honors in the 2021 "Top Ten Brands of Architectural Sanitary Ceramics".
