China maker eyes modern facelift
Royal Porcelain Plc, the manufacturer and distributor of porcelain and fine China tableware, is refreshing its brand to fit in with the lifestyles of contemporary consumers after its survey found some buyers see the brand as old-fashioned.
The move comes in tandem with plans to strengthen domestic sales with new designs and more sales channels, said managing director Chokchai Lertiendumrong.
He said that the 34-year-old company needs to modify its “Royal Porcelain’’ brand after market research found brand awareness among customers showing both positive and negative signs.
On the positive front, Royal Porcelain reflects a luxury, highprice and valuable brand for purchase as a special gift. On the other hand, many consumers see the brand as outdated and old-fashioned.
Under the brand refreshment, the company will launch marketing campaigns using various media in addition to event marketing.
The company is also considering combining its four ceramic brands — Royal Porcelain, Royal Bone China, Royal Fine China and Royal Porcelain Maxadura — and using only the “Royal Porcelain” brand in order to strengthen its brand image.
It will sign a contract with one of the world’s renowned tableware designers in September this year to make special collections for the company.
“We will see new phenomenon of Royal Porcelain, which will make a splash in the tableware market in terms of function for hotels and retail customers,” said Thanapong Vamanont, the company’s marketing manager.
Besides the development of new products and designs, Royal Porcelain will ramp up sales channels, including those online, and use more digital marketing.
Royal Porcelain began making bone China and hard porcelain tableware products 34 years ago at a factory in Saraburi province, which can produce 40 million pieces of ceramic tableware annually.
The products are exported to more than 60 countries in Europe, the USA, the Middle East, Asia and Australia.
Royal Porcelain reported 1.6 billion baht in revenue for 2016, 80% of which came from exports.
The export items are made and shipped through Royal Porcelain’s own brand, while it also makes products for the world’s leading ceramic brands.
“After setting our strong presence in the world market, it’s time to be proactive with our business at home and in Asia, which is the fastest growing region, as the number of middle-income people continues to grow,” said Mr Chokchai.
Favourable factors for its business, such as booming tourism and property sectors, are projected to create demand for ceramic tableware at hotels, restaurants and in residential projects.
While focusing on the local front, Mr Chokchai said expansion abroad remains crucial after several ceramic factories in Europe and the US have shut down in recent years due to high operating costs.
To capitalise on this opportunity, the company will introduce new product designs and appoint more distributors in some countries as well as enter new countries in South America. The company will also employ more aggressive marketing activities in neighbouring countries such as Myanmar and Laos.
In line with these plans, the company expects revenue this year to reach 1.7 billion baht, hitting 2 billion in 2020. The revenue portion from the domestic market is projected at 700-800 million baht.