On the afternoon of October 18, 2020, CapitaLand Real Estate held a 2020 new image launch conference for its dual brands ULTRA & MIXFREE. The headquarters exhibition hall welcomed new developments with a new image. Distributors and designer guests from all over the country were invited to attend the press conference, and dozens of media witnessed this important moment.
New image scene
Yu Hongbao, Chairman of CapitaLand Real Estate, took the lead in delivering a speech at the press conference, explaining the current status of the slate and ceramic tile industry and forward-looking insights into corporate upgrades and brand development strategies.
Mr. Yu’s speech
According to Mr. Yu, the future opportunity lies in the combination of services and products, and taking the strategic route in the high-end customization field. He also stated that the following points must be achieved to achieve this strategy. The first is to clearly define the market positioning; the second is to clearly define the brand tone and reach the target customer groups.
Mr. Yu’s speech
As for how to position the tonality of the two major brands ULTRA and MIXFREE, Mr. Yu said: Ultras’ goal is to penetrate deeply into the “top-level” high-end customer groups, and it must study and pay attention to the brand tonality. Create the first brand of high-end imported rock slabs. McAfee, for its part, targets high-end elite white-collar workers and people above the middle class, and combines personalized ceramic tiles with high-quality slate to create a fashion brand that meets market demand.
Later, David Wong, general manager of marketing at CapitaLand Real Estate, shared the new design concept on the spot and demonstrated the new design of the terminal flagship store. In just a few minutes, you can clearly communicate how to position your brand and anchor your customer base. Fully stand from the customer's perspective to form a perfect match between product design and the tonality of the target group.
Marketing General Manager David Wong introduces and shares
As the chief designer of the dual brands of Oakros and McAfee, an appointment ceremony was held on-site, and David Wong was officially hired as the general manager of marketing for CapitaLand.
Awarding Letter of Appointment Ceremony
The biggest highlight of this press conference is not only to demonstrate the core strength of brand positioning, product colors and deep processing services, but also to promote the all-round "free design! Free samples! Free decoration!" for this Ceramics Expo! Explosive investment policy! It is truly a cooperation model of "free store decoration, no tricks".
Free decoration store
The debut of the dual brands with a new image attracted the attention of many well-known media in the industry, and dozens of media conducted interviews at the scene.
Media interviews
The 2020 new image conference of the Ultras & McAfee dual-brand brand ended successfully with the new products shining and the consensus on brand development being gathered. As the two major brands of CapitaLand Industrial, Oakros and McAfee have reshaped their brand image and design. Taking Italian advanced industrial technology as the standard and adhering to high-end quality and style, we have created a new brand image. In the future, we will achieve leapfrog growth in the new industry track with the development pace of win-win for manufacturers and marketing innovation, usher in a qualitative leap for the high-end slate and ceramic tile industry, and become a brand worthy of respect in the industry.
Scene on the day
