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

Decoration effect of natural design

Design is another priority for GANI to make marble tiles. To make its products naturally beautiful, the company looked for precious marbles globally and set up a marble gallery that houses more than 500 kinds of top marbles.

The company also founded a marble tiles application design institute and employed an Italian design team. It aims to follow international trends and nurture professionals in this field, but also promote marble tiles in home decoration to meet the needs for high-end decoration demand.

As GANI's chief designer Stefano Trovato said, "We want to give ideas about how much GANI cares about the design and also the artistic design of Marble Tiles."

The institute owns nine invention patents, eight patents for utility models and 316 design patents.

GANI said its efforts on design and household aesthetics have received approval of the International Federation of Interior Architects/Designers (IFI) and the company became its first Chinese brand partner.

International branding and marketing

Insiders said ceramics are a bridge for civilization communication between China and Western countries. GANI, by the event in Germany, made "Chinese ceramics" amaze the world and made the world know about it again.

In its development road, GANI also aimed to become an international brand. It surveyed European markets and found local people liked products in natural styles.

In addition, German products have long emphasized quality and functions and when GANI marched into German-speaking markets, it emphasized some properties such as skid resistance.

The company designed exhibition halls and styles of product display according to different countries' cultures, consumers' habits and sales channels. It promotes and sells Marble Tiles in nine German cities, including Berlin, Hamburg and Munich.