Yinfeng Ceramics is one of the largest daily-use ceramic manufacturers in China, a frequent winner of the National Ceramics Competition, and a common brand of tableware for state banquets, and has provided special porcelain for APEC banquets, Beijing Diaoyutai State Guesthouse, Zhongnanhai and embassies. Yinfeng is one of the suppliers of the internationally renowned bone china brand Royal Dalton, and it is also the most commonly used ceramic tableware brand in major civil aviation. The price of Yinfeng ceramic sets is generally more than 800 yuan, and there are fewer parts sold separately, in addition to dishes, coffee cups, tea sets and other sets also perform better.
The situation of Yinfeng and Red Rose is very similar, whether it is the online business model or the appearance design style, Yinfeng has shown a very traditional and conservative side, the company pays more attention to offline services and the development of industrial B2B, and has a late start and little experience in online operations. Yinfeng's products are given priority to be supplied to offline stores and cooperative restaurants and hotels, and online replenishment will only be considered after ensuring sufficient supply in physical stores, and many styles will be sold in physical stores first.
Although the online operation is a little difficult, the overall strength of Yinfeng ceramics' products is still not to be underestimated. Yinfeng has an independent and complete production and sales chain, from production to sales are all completed by the brand's 13 subsidiaries. In terms of production technology, Yinfeng is almost the whole line of automatic production, with high efficiency of the assembly line, the introduction of high-efficiency and energy-saving automatic kiln equipment, automatic molding machine, automatic carving machine to liberate productivity, with the most advanced automatic glaze production line in China. Its annual export volume of bone china products is 7.5 million pieces, earning foreign exchange of 14 million US dollars.
From the overall strength point of view, Yinfeng has the production process of white porcelain, stoneware, bone china and other mainstream porcelain on the market, but it is more than refined, and the development of this tiled production line allows it to adjust the production plan according to the popular types of porcelain in the market. However, at present, all the products in the online store are made of bone china. The kiln glaze products that were launched in 2019 are no longer sold online, and can be purchased in some offline stores.
Yinfeng's brand situation is somewhat similar to that of Red Rose, both are weak online brands, and there is no suitable appearance designer, in order to enhance the color expression, both brands have glaze color technology in their high-end products. The difference is that Red Rose has a stronger R&D advantage in bone china production experience, and its ultra-thin bone china is still popular in the high-end market today, and there are more styles than Yinfeng. However, the number of heads in the set of Yinfeng is more reasonable, from 10 to 56, suitable for families of all kinds of people, and the minimum number of heads in the set of red roses is 28, which is more in line with the needs of traditional large families or large banquets.
In order to increase the usability and durability, Yinfeng's soup plate products use a high-strength structure on the edges, and the plate shape is deeper, which can hold more soup dishes, which is more suitable for Chinese use habits. The rice bowl has a wide belly and high legs, so you can easily hold up the bottom of the bowl with your hands, even if it is filled with hot water. Using professional-grade gift packaging, the product transportation risk is low, and the probability of transportation damage is as low as 1% after testing by a third-party organization.
Yinfeng's enterprise scale is basically the same as Huaguang's, and they are both state-banquet porcelain tableware brands in Shandong, but due to different business strategies and development directions, they now receive different evaluations in the market. In recent years, Huaguang has paid more attention to the development of online mode, with high frequency of maintenance and updates, so that consumers can learn all the product details, features and the entire product line without going to the physical store, and there are online promotions almost every day; Yinfeng, on the other hand, pays more attention to offline and industrial development, and has advantages in products and after-sales.
