How Do Ceramic Brands Make Soft Communication

In the ceramics industry, which is considered a low-involvement consumer sector, traditional marketing approaches often fall short of delivering the desired impact. However, when consumers are actively seeking products, their engagement tends to be much faster compared to fast-moving consumer goods. This means that once they enter a high-involvement phase, they're likely to come across a wealth of information about bathroom brands online. That’s why soft communication has become more critical than ever. With the rise of new media platforms like WeChat and Weibo, the need for effective soft communication strategies has grown significantly—but it's not an easy task to execute well.

To truly master soft communication, there are several key principles you must follow. First and foremost, it should align with the brand's core values. Soft communication serves as a powerful way to showcase a brand's personality, using storytelling, behind-the-scenes content, customer service experiences, and sales journeys to build emotional connections. It’s more human-centered than hard-sell tactics. For ceramic brands, maintaining a clear brand identity is essential. Jiuzheng Building Materials Network suggests that soft communication should always reflect the brand’s core positioning. By consistently sharing this message, the brand can create lasting impressions in the minds of consumers, making them think of the brand first when they’re ready to buy.

Another crucial aspect is readability. The main difference between soft and hard communication lies in its relatability. Unlike aggressive advertising, soft communication relies on storytelling that resonates with audiences. The narrative must feel authentic and emotionally engaging. When a soft article reflects real consumer experiences and subtly weaves in brand elements, it tends to have a stronger impact. People are more likely to read and remember content that feels genuine and relevant to their lives.

Additionally, soft communication needs to leverage multiple touchpoints. With the growing influence of new media, the channels through which brands connect with their audience are more diverse than ever. Take “You from the Stars,” for example—it successfully used app-based links and personalized content delivery to boost engagement. These strategies highlight how important it is to have the right access points for your message.

Today, WeChat is reshaping how people consume content, especially among younger generations who are constantly connected via mobile devices. While ceramic brands may publish soft content on industry websites, official pages, or even print media, the effectiveness of these efforts can be greatly diminished if they aren’t optimized for mobile consumption. No matter how compelling the content is, it needs to be distributed through the right channels to reach a wider audience. In the digital age, soft communication isn’t just about creating content—it’s about making sure it reaches the right people at the right time.