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China's top marble tiles brand GANI unveils its global branding strategy

By Yuan Shenggao | China Daily | Updated: 2018-09-07 09:24
Li Jia, GANI's brand executive, shares the company's brand internationalization strategy. [Photo provided to China Daily]

The first DACHINA Dialogue was held by DACHINA Interchange Management GmbH, Brand Academy-Hochschule for Design and Communication and China Central Television on Wednesday in Hamburg, Germany, attracting guests such as Shi Mingde, China's ambassador to Germany, and Carsten Brosda, head of the Hamburg authority for culture and media and global brands including GANI, Alibaba, Volkswagen and Molyneux Mont Blanc.

The event invited Chinese and German representative international brands aiming to share multinational brands' experience and future thinking during cross-culture global communication. GANI, as a representative of Chinese traditional manufacturing, attracted discussion with its reinvention of "Chinese ceramics".

Innovation of products and technologies

Founded in 2002, GANI pioneered a new porcelain category - Marble Tiles - in 2009, and has become the world's leading company in the marble tile industry. With over 500 items in its exclusive stone gallery, GANI develops hundreds of marble tiles restoring marble patterns and veins. In the past decade, GANI focused on invention and kept innovating technology and products of marble tiles. The GANI Marble Tiles captures the natural beauty of marble with high performances of porcelain tiles; represent GANI's solution for a responsible use of marbles' application. In this meaning we can consider Marble Tiles as a technological evolution of marbles.

Not only making up for natural defects of marbles' application in home decoration and reducing the cost, the company' s executives said, marble tiles also have a good market and respected brand, and GANI strives to be the best of products and service by focusing on only one category.

The company emphasizes innovation and has upgraded its products every year since marble tiles were established a decade ago. Four core technologies of GANI are all in a leading position in the world: High Temperature Crystallization Technology, Intelligent Soft Polishing Technology, Concave-convex Anti-slip Micro Technology and 3D Full Body Technology, its executives said.

GANI's research and development center covers an area of 12,000 square meters and the company owns a team of professional designers and elite technicians who have built a mature industrial system combining technology and art design, the executives said.

It also uses new-type clear energies for production and gradually implements automation in the manufacturing to upgrade the traditional sector.

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