Exclusive Conversation-Margolonte's Business and Branding

Foreword:

Bone china is a high-end porcelain originating from the United States, which has a history of more than 300 years. Because of its "thin as paper, transparent as a mirror, sound like a chime, white as snow" and world-famous. Ltd. was founded in 2001, is a collection of bone china design program, product development, manufacturing, marketing and promotion as one of the Sino-Hong Kong Sino-foreign joint venture. Due to the outstanding performance in the high-grade banquet kitchenware sales market, the news media called "China's first brand of banquet kitchenware". Recently, the consumer_world news reporter exclusive agent interviewed the founder of Margot Lunt, Mr. Zhao Chunyang, cultural and creative sales market, how to innovate, how the company's operations and management to come up with their own point of view.

Magoronte bone china is a company founded in 2001

With the exquisite quality and cultural connotation of the design program, at this stage has become China's bone china field faster development of the well-known brands, the sale of the market is one of the most value for money and well-known bone china brand.

Founder Zhao Chunyang was born a martial artist, 20 years ago, this young man with ideals and enthusiasm for self-employment, will be righteousness, benevolence, wisdom and faith clutched in the hand to bone china as a starting point for a lifetime of exhaustion, valiantly build a dream.

Being a member of the group of the great family of hot-blooded legendary pottery, Zhao Chunyang, with his cognitive ability of strategy and international dynamics and precise mastery of the knowledge of Chinese state banquets and etiquette, combines the bone china of the _Dian and humanistic feelings and grants a new practical significance to bring a brand new Chinese banquet to the whole world, which rapidly causes the development of the emerging culture of state banquets.

From 2001 APEC Leaders Summit, 2016 G20 Summit to June 2017 into the ancient Silk Road diplomatic relations "culture and art messenger" well-known brand, after 20 years of writing the Chinese and Western merger of the original _ State Banquet writings.

▲Margolonte G20 Summit Hangzhou West Lake event series of products

From the state banquet to the family dinner, Margolonte has been unremitting original _ and independent innovation, in the period of the pneumonia epidemic, Margolonte proactive integration of online marketing and live broadcasting economy, diligently to the development of the intelligent economy change, and the promotion of the offline, quite a cultural heritage of the store is also proactive in creating a corporate image for customers to give a good feeling.

How is the development trend and independent innovation in the field of culture and creativity? How do online stores and offline promotional stores cooperate with each other? How to apply the company culture management and influence the development of the company? How to embrace the Internet economy, Margot Lunt, founded in 2001, has given the answer with its own exploration and development.

The following points are derived from the conversation between the consumer_world and the founder of Margolonte, Mr. Zhao Chunyang:

-Discovering the blue ocean, the enterprise breeding-

Q: The first thing we all want to know is, in what purely accidental way did you come across the bone china? And the establishment of Margolonte bone china.

Zhao Chunyang: pottery is one of China's outstanding dedication to the world, and bone china, is the world's only porcelain created and invented by Westerners.

Late 18th century, the American craftsmen in the production of manufacturing pottery in the whole process of adding cattle, sheep and other herbivorous animals, bone meal, _ fruit caused by porcelain not only looks crystal clear all transparent, in addition to temperature control the actual effect of stronger, the material is also very hard.

Longer period of time, bone china because of its low yield and its long-term European royal family special type and become "luxury porcelain".

The fact that I tend to pick bone china as the star of my brand is related to my earlier experience. I started out in an army mall company that dealt with pottery, and then I lost my job when the army had to shut down the mall.

But I've always been very fond of pottery, and when I first went to Shanghai, it was my "occupational disease" to look around for pottery products. An inadvertent opportunity I saw a set of priced 1700 yuan in the Oriental commercial building of the United States _ mouth bone china cups, to understand that in the 90's this price is undoubtedly a high price.

This to that time the way of thinking is still limited to the miscellaneous stores with wheatgrass rope tied with the sale of home dining porcelain me a blow.

With continued speculation about the reason for the "high price" of pottery, I found out that bone china, in addition to the use of "bone", the exquisite design, the long history of the well-known brand time, the famous brand awareness effect.

Because it has been in the field of pottery, coupled with the love of bone china, I am determined to do business on my own, in the whole process of self-employment also befriended my wife, and no coincidence that my father-in-law happens to be the first generation of bone china in China founder of the core members of the bone china, I inherited the bone china technology with my wife and decided to develop and expand.

Q: How would pick bone china? What are the advantages of bone china?

Zhao Chunyang: Why did I choose bone china, is because I still see this set of Starbucks mugs in this Oriental commercial building sells more than 1,700 yuan, I understand that is bone china, I also gradually study what is called bone china, I was still in the military situation, that an army shopping mall, which operates a part of the pottery will have bone china, I did not quite understand it, but only curious about why so expensive. Just curious why so expensive, feel expensive is certainly justified, yes, expensive is undoubtedly a good product ah. That_is_this_model_along_this_multiplicity_down_the_case_to_know_the_cause_and_effect_of_bone_porcelain_and_its_characteristics.

I went to understand the technical aspects of its production process to know, bone china and other pottery compared to the _ expensive reason is:

First, because of bone china, its raw materials added to the herbivorous animal bone meal, there are a number of bone china plus 45% of the bone meal up and down the international requirements of the bone meal containing 25% of bone meal, you can call it a bone china, that _ Margolonte's Bone china, bone powder composition is all 45% up and down.

The second point, is the brightness of bone china, in the case of direct sunlight, it is more translucent, but also a little bit, it has a mild and infectious, the same is a cup of tea, poured in a cup made of bone china, it is more very easy to recover the tea brown, due to the bone china color is buttermilk color, the more obvious original color of the tea broth.

Q: How would you pick Margot Lunt as the name of the famous brand, what meaning does it have?

Zhao Chunyang: accurate positioning is important, in the current period of development trend, find the right orientation is more critical than diligence.

Margolonte's sales market at the very beginning relied on the British style of culture and art, in the characteristics of the precise positioning as a well-known brand containing the blood of the European region.

Many people see the four words are thought to be the English English translation of the name, but in fact this looks like the English stylized brand name behind the flow of traditional Chinese cultural genes, I have loved the traditional Chinese culture since I was a child, and also write some short articles in my spare time, Margot Lunt four words is my own turn over the Xinhua Dictionary, one word at a time to obtain.

I felt at that time the name of the two words of the enterprise is very easy to the same name, I want to do a nearly a hundred years of well-known brands can not be the same name, I also up a four-word enterprise, at that time the name of the four branches of the quite small,

"Ma" from the horse in the first place to be the first to do the head Well, we must run in the forefront to become the industry's dominant;

"Ma" originates from the horse in the forefront to do the head well, to become the industry's dominant. To become the industry's overlord; "Go" is a weapon, once I was a "general", to have weapons and equipment to fight for supremacy, that is, in the sales market is always to go forward, I think, the best defense is "attack! ", of course, inevitably iron horse and golden goose: "Long" is taken to do business with the sign of the rise and fall: "Special" metaphor for the company to be unique, always maintain the degree of freshness, well-known brands must have characteristics, that is, to take the design program The line of the development trend, the line of the capital construction of specialization.

-Independent innovation to get step_energy-

Q: Do you think in the whole process of the development trend of Margot Lunt, what makes it outstanding to get the title of China's national banquet famous brand? Or the creation of porcelain brands rely on which?

Zhao Chunyang: In 2001, before the unveiling of the APEC summit in Shanghai, Margot Lunt and many large enterprises to participate in a pottery exhibition.

My booth layout was novel, insisted on the original _ independent design program, and was so eye-catching that I was given the opportunity to bid for the pottery distributor of the APEC conference. I will be their own understanding of the central idea of the General Assembly put into the design program, quickly, inlaid with Perkin's edge, and then deducted a circle of emerald green fine line "Taifu Perkin" is now in Shanghai APEC, simple and noble, got the central leaders, "quality, design program, creative! The central leaders of the "quality, design program, creative" praise.

The pottery focuses on the quality of processing technology and cultural and artistic design creative meaning.

Shanghai Pudong New Area in 2007, first gradually and vigorously promote cultural and creative industries, Margot Lunt design solutions, show, advanced customization to play samples of the production and manufacturing management center of the basic construction of the Pudong Xiangrui Road, Shanghai, all the bone china culture and art industrial park is the basic construction of a bone china workshop cultural and artistic artwork into the Pudong, Shanghai, or even Shanghai, a rare and rare to the Individual companies as the medium of culture and art industrial park.

The basic construction of the porcelain brand must have _ between the deposition.

I also found in the European pottery origin of cultural exchanges, most of the European region's porcelain brand is nearly a century of history time, production processes, design products, well-known brand cultural heritage, are all bit by bit accumulation of _, well-known brands are not out in a hurry.

Q: Do you think Margolonte goods have been able to develop steadily for what reason?

Zhao Chunyang: We have been following the country's large-scale conferences, because we want to be a century-old brand.

Margolonte began as a brand that started out as an exhibition, with the original _ and innovation engraved in the heart of the well-known brand of goods.

After that, we thought about how to create a famous brand in the future road ahead, we considered whether we could follow our country's big theme activities, such as our country's foreign affairs activities, due to the holding of such a big theme activities, and can create a brand, but also can follow others to learn together, due to the fact that every time our country's big activities are arranged, the _ source and organization and the organizer are all very excellent, excellent, excellent, excellent, excellent, excellent, excellent, excellent, excellent, excellent, excellent. Organizers are all very outstanding, outstanding companions, outstanding elite team, outstanding myself composition.

Our elite team develops in this kind of market competition and rating.

In the whole process of getting along with them, I was actually thinking that it was also a whole process of learning and training, and although it was a mutual association, they were actually the target and model of our learning and training.

From the 2001 APEC Summit, 2006 Shanghai Collaborative Organization Leaders' Summit, 2016 Hangzhou G20 Leaders' Summit, and then in 2018 the first China's Asia-Xin Summit and and later two Asia-Xin Summits, our business is along with our country's big theme of the gradual development of the activities in this whole process, the front not only serves the exchange of this kind of state banquet, but also Refined and molded our elite team.

Brand culture construction that is no shortcut between the _ can go, then _ with "indoor space for _ between", I intend to lead the elite team and our country held international large and medium-sized competitions, international Heads of State of the high-end General Assembly to carry out collaborative, professional contracted service projects state banquets meal ceramics production in the process, all with our excellent organization and elite team together. Our country's outstanding organizations and elite team work together, which gives the elite team of Margolonte invisible precious learning training and development of forging opportunities. Hand in hand with the gods, the first themselves must become gods. It is so time and time again to refine and refine the development of Margolonte elite team has slowly become an "incubator".

Q: "China's national banquet special type" is the mark of Margolonte logo, why from China's national banquet to the family dinner?

Zhao Chunyang: in Margolonte bone china culture industrial park, I carried out independent thinking on the direction of development, "keep the original intention" is a person's artisanal nature, how to make the Margolonte China State Banquet pottery into the household, this is considered to be in the period of time should be done well thing.

In Hangzhou G20 Summit "Hangzhou West Lake event" and the Asia-Xinjiang Summit "Magnolia Blossom - Shikumen" two series of products brilliantly displayed in addition, I realized that the quality of China's national banquet pottery is exactly "The people's longing for a happy life" needs.

Margolonte confirms the process and development of China's rapid economic development trend period. From the 2001 APEC to the 2019 Asia-Xin Summit, ten generations of China's national banquet refinement and physical and mental baptism, Margot Lunt elite team created a unique set of China's national banquet dining porcelain culture and art design program management system and structure.

▲Margolonte Banquet Series Products

From the Chinese national banquet to the family dinner, the traditional culture of the world is solidified in a piece of exquisite pottery, so that China and the world closer to the pottery and daily life closer. I think the new period of pottery culture and art should be attributed to its own dream language expression and well-known brand values, which is the new period of Margot Lunt's well-known brand of cultural strength.

Pottery is a period of culture and art of inheritance, but also a period of culture and art of the guardian, guardian. Nowadays, Margolonte pottery also stepped into the banquet, with domestic goods when the self-improvement of cultural power, has been printed in the new period of everyone more and more happy happy life.

- live economy embracing intelligence-

Q: Nowadays, live bandwagon is very popular, Margolonte have to participate in live sales?

Zhao Chunyang: Yes, people have been involved in the live broadcast of Viya.

The first of us_have been selected, due to the service platform feel that cultural and creative products audience is small, for fear of low sales, the second time we contain cultural original brand of portable tea ware was selected, after the selection of the service platform the overall goal of the market is to sell 4,000 sets, we fill in 5,000 sets in the inventory over there, the service platform worried that we do not sell out, but in fact the sales popularity of the The company's website has been updated with the latest information on the company's website.

▲Margolonte in Via Live

We were producing and manufacturing 20,000 sets out of that time, and also 15,000 sets to be produced and manufactured out of a week, but I don't know when the platform put the link up, three minutes _ between 4,000 sets sold out, we quickly on the shelves, but not for a few minutes and then there is no more, the whole thing is down to 20,000 sets are not there.

Q: What do you think is the reason for the popularity of Margolonte live sales?

Zhao Chunyang: Margot Lunt live popularity I think there are two under a number of reasons:

One is that Margot Lunt's longevity has accumulated the power of the brand, after all, we are a 20-year old brand, and in addition to the live broadcast, everyone's Taobao online store also has a very good user evaluation.

The second is the anchor, the price is really good, because the bone china itself cost high, plus all of our goods are all original _ and handmade, offline promotional store 400 yuan of bone china, live in the room we only sell 199 yuan, most likely relative to the general ceramics, the price is still able to, but this price has long been in our brand is extremely low, Margot Lunt ultimately for the mid- to high-end sales market, customers are really able to purchase the best quality products and services. The sales market, the customer is really able to purchase a good deal.

Q: Margolonte will embrace intelligent economic development?

Zhao Chunyang: Yes, the following development trend should be put into the Margot Lunt transformation and development of an Internet economy, digital trade, that is, how an enterprise how to make the enterprise how intelligent, he involved in the enterprise itself is a service platform. How to integrate the service platform into the network platform? For example, the flow economy, the platform economy in the live economy.

Everyone offline promotion store into a lot of live room scenarios, like everyone nowadays newly renovated house store, it has a live room function. Be able to immediately live room in the store, that _ after 5g development, sales executives will immediately be able to live online live to customers.

- Independent innovation to obtain the cultural and creative vitality-

Q: Margot Lunt why to persevere in independent innovation? Want to turn into a which well-known brand?

Zhao Chunyang: All commodities have the mark of its period.

But we do not want to do the past imitations, to independent innovation, do not have to always repeat the past culture and art, the past has long had the goods, Margolonte for the Chinese State Banquet service project so many times, has been thinking, in that case of a new period of time, how to do a new period of time, Margolonte is not only kitchenware, to do a new period of time, they are installing new period of time, the method of everyone's daily life, is cultural creativity. The method of everyone's daily life, is the vessel of cultural creativity.

Margolonte wants to become a nearly century-old brand, to be in line with today's daily life of everyone's aesthetic pleasure, the aesthetic beauty of art.

Q: What are your proposals for the development trend of cultural and creative well-known brands?

Zhao Chunyang: I think the first point, to take the road of independent patent design program, nowadays people's consumerism has changed, they do not only pay attention to the role, but also need to have the cultural connotation, to be in line with the application of the scenario, to be in line with the aesthetics of the aesthetic sense of the people have produced changes.

So every porcelain brand, every company needs to take the road of independent patent design program.

The second point, to have patience with well-known brands, gradually shaping, many of China's outstanding regional types of pottery, but paired with fewer well-known brands, to put it bluntly, the regional pottery is to the region to take the name, you look at the Jingdezhen porcelain ah, Longhongshan pottery, there is another here it is the regional differences.

The development trend of a porcelain brand, is a comprehensive factor indicator value, in addition to product quality, but also the provisions of the aesthetic, elite team, excellent talent, control of the sales market.

Do well-known brands is a persistent perseverance of the whole process, decades. Must be persevering on the well-known brand to carry out shaping, development trend, iterative updating, l_updating transformation, but also need to have certain assets and market environment.

-Company culture for development-

Q: As a company founded 20 years old well-known brand, Margolonte has how the concept of corporate culture is also how to implement and the main performance?

Zhao Chunyang: At the beginning of my own business in 2001, I also formulated four core concepts for the company: "independent innovation, design solutions, promotion, environmental protection". Over the years, Margolonte's development strategy has been relentless and tightly focused on these four keywords.

In 2007, Margolonte expanded its bone china factory from the old warehouse on the waterfront in Suzhou to the Margolonte Bone China Culture Industrial Park in Pudong, Shanghai.

All the decorative building materials here are from the old shikumen relocation of Shanghai's architectural decorative materials, carry out the secondary recycling, the basic construction of an ecological and environmental protection of the garden bone china culture and art workshop, really implement the "independent innovation, design solutions, promote, environmental protection" development strategy. Now in the processing plant room on the steps, the wall of the company's office, but also still visible from the old days of the old Shanghai brick kiln on the size of the font.

Q: What kind of company culture does Margolonte have and how does it manifest itself?

Zhao Chunyang: Margolonte has four company cultures.

One is: dependability, to get the trust of customers, attach great importance to language expression and energy, speech should have honesty and trustworthiness. To learn to immediately express what you have to say. Prevent the use of language to say the opposite or say other people's gossip. Create verbal expression on the truth and fascination.

Two: service commitment, service commitment to ensure that the best is, do not have to personalize things, to take into account the group, to specialize in each position in each of the expertise, the most technically professional way to ensure that the best is.

Third: the ability to work, to have technical expertise and professional knowledge, do not have to make their own assumptions, learn to have the courage to ask questions and express what you really want to express. In order to better prevent unnecessary misunderstandings, to talk to the defense, the clearer the better when communicating with others. Ensuring this alone will enable you to completely change your energy.

Fourth is: precision, to solve things precisely and carefully, redouble your efforts the best is that the best main performance of each person is changed every moment. It is not the same when we are doing things dry and guaranteed. Therefore, if you do your best in all situations, you can prevent self-analysis, guilt and repentance.

We talk about values in our company, and in Margolonte's values it is necessary to know the fear, to benefit others, to love others, to do the right thing, and to do everything with fear.

We say can we make the goods a little bit better, we are not enough extreme, we are always in the extreme road, we are not enough sound, we can continue to sound constantly upgraded, and constantly the first generation of ah goods to do stronger, grateful to give back to our customers ah, we always have to stand in the customer's point of view of thinking independently, and stand in the customer's provisions on the side of the user to think about thinking.

All of the business partners ah, we call the small horse people, because we are all Margolonte. We advocate that all of us can do something meaningful every year to do a little bit of youth volunteers, even if an hour of volunteer work, I ask myself to do 40 bells every year, this is not a company culture, counted as a kind of oriented spontaneous personal behavior.

A company culture that is beneficial to others and to oneself is that we should always stand in the customer's point of view, so that the company can grow steadily.

Q: What is the corporate vision for the brand in 2021, or what are the overall sales and marketing goals for 2020?

Zhao Chunyang: 2021 is the twentieth anniversary of Margot Lunt, we are this year is the implementation of the Margot Lunt's fifth five-year plan, 2020 there will be a twentieth anniversary of the celebration of the celebration, in the case of the celebration of the event, will invite our loyal fans and customers, do a twenty-year development trend of a retrospective, including the collation of the past years of China's State Banquet Exhibition commodities, and in addition, we will also release the twentieth anniversary of the celebration of the event, we will also be the first time that we have the opportunity to celebrate the twentieth anniversary of the celebration of the event. We will also release a collector's edition for the 20th anniversary celebration, and the entire company will complete its digital transformation this year and enter a better operational track.

Q: Can you strongly recommend two books for readers in the consumer_world?

Zhao Chunyang: the name of this book is called "cross-border learning", why would I recommend this, due to the development of intelligent economy now, must companies and brands cross-border marketing, for example, pottery and tianye match co-branded sale.

The second book is called "brand design book", the president must understand the goods, must understand the famous brand, do not understand how to develop the brand, this book, detailed introduction of many examples and brand image design, everything is brand, these two recommended to the guys.