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Intensified competition in the ceramic industry, green environmental protection is the mainstream trend

2020-09-16(1998)Views

With the continuous development of China\'s real estate economy, people\'s demand for ceramics has also increased, and China\'s ceramic industry has also developed rapidly.

With the continuous development of China's real estate economy, people's demand for ceramics has also increased, and China's ceramic industry has also developed rapidly. According to incomplete statistics, in recent years, the annual real estate development investment in cities and towns has exceeded 300 billion yuan, and the annual completed housing area has reached 150 million square meters. With the gradual improvement of living conditions in rural areas, the demand for ceramics will remain high. Level.

In recent years, China's daily-use ceramics, furnishing art ceramics, and architectural ceramics have gradually increased their share of world output. Now China has become a veritable ceramic producer and consumer country in the world. At this stage, the output of daily-use ceramics produced in China accounts for about 70% of the world's total, the output of decorative art ceramics accounts for 65% of the world's total, and the output of architectural ceramics also accounts for half of the world's total output.

According to the "2014-2018 China Building Ceramic Industry Production and Sales Demand and Investment Forecast Analysis Report" statistics, among the existing cities above the county level in the country, thousands of small towns will be built in the future. With the acceleration of China's urbanization process, the increase in the disposable income of farmers and the continuous rise of the urbanized population will continue to drive the rapid development of various needs in China's urbanization construction, including the huge demand for the building ceramic industry. According to the national industry’s “Twelfth Five-Year Plan”, by the end of 2015, the market demand for my country’s building ceramics industry will reach 9.5 billion square meters, achieving an average annual growth rate of 4% from 2011 to 2015.

It is understood that in recent years, the manufacture of ceramics has moved from the concentrated production areas of middle and high-end ceramics such as East China and Foshan to the whole country. High-quality ceramic construction companies have accelerated their industrial regional distribution through industrial migration, and the relocation of high-quality ceramic construction companies has also promoted the increase in new ceramic production areas from low-end ceramic production to medium- and high-end ceramic production. The nationwide transfer, expansion, and re-layout of architectural ceramics also promoted the development of the national architectural ceramics industry.

Consumers fancy ceramic tile products with distinctive and practical functions and selling points produced by ceramic companies. They must have quality, craftsmanship, material, shape, style, function and other aspects, and have a cost-effective ceramic tile product. In the changing market of the industry, ceramic construction companies are also showing a polarized pattern. With the increase in the market share of the ceramic industry, major ceramic companies have shown different core competitiveness in the market. The two "hard indicators" of quality and service have become the key to companies winning the market. Major ceramic companies strictly implement the ISO9001-2004 international quality system certification, ISO14001-2004 environmental management system certification and the State Environmental Protection Administration’s "China Environmental Labeling Products" certification system, relying on their professional and high-quality teams, first-class products and services, and strong The brand culture is the first choice of home improvement designers and recognized by consumers.

Nowadays, ceramic tiles have become a kind of "rigid demand" in home life. It has completely changed people's quality of life and played the role of "beautician" in modern life. Boutique life, only selected ones. China’s major ceramic companies, with advanced production equipment and process standards, and adhering to the design concept of "Aestheticism, Elegance, Art, and Fashion", have made outstanding contributions to improving people's home life.

Industry experts analyze that Guangdong, Fujian, Jiangxi and other places are now strictly controlling the production capacity of ceramic tiles and switching to natural gas, which greatly increases the production cost of ceramic tiles. Natural gas fuel only helps Jiantao sanitary ware companies in terms of energy saving and emission reduction. But it cannot improve the quality of bathroom tile products and increase the added value of tile products. For similar products, the cost of using natural gas is much higher than that of traditional production, and the price will naturally be much higher. When the product quality is similar, companies that do not use natural gas have a price advantage.

With the intensification of competition in the ceramic industry, the influence of domestic policies, and the trade barriers imposed by foreign markets on foreign markets, many small and medium ceramic enterprises are struggling.

Ceramics were originally a project with high energy consumption and large environmental load. Ceramic manufacturers should strive to respond to the call of the country’s ecological and environmental protection development concepts to carry out clean production, take the road of green development with low pollution, low emissions and low energy consumption, restrict and eliminate Various backward production processes and technical equipment with low product quality, poor energy saving and emission reduction effects, and low economic and social benefits. Cleaner production, thinning and limiting, independent innovation, and brand building will be the direction of Chinese ceramics enterprises' efforts. Ceramic companies need to develop new sales channels to occupy more markets while strengthening technological innovation and improving product quality.

The world has entered the era of brand competition. The market competition in the ceramic industry is mainly manifested as competition between brands. At present, the brand building of the domestic ceramics industry, especially the building of world-class brands, is still far from foreign countries. Independent innovation should be a major task. The majority of enterprises should adopt new technologies, new processes, and new materials, continuously improve product design, speed up technological transformation, develop new products, and focus on research and innovation of products with high added value. Products that incorporate well-designed and finely crafted products can get rid of the vicious circle of low-price competition in traditional ceramics, increase profit margins, and seize the commanding heights of the ceramic industry.

Group and scale are the basic trends of modern enterprises, and the ability to maintain technological leadership is a key factor for enterprises to win in the international market competition. my country's ceramic enterprises should have an urgent awareness of trademarks and brands. Domestic enterprises should vigorously promote innovation and management informatization in terms of cost, quality, finance, and marketing while learning and drawing on advanced foreign management concepts and methods. Domestic ceramic companies must firmly establish the concept of "quality first", establish a sound quality assurance system, carry out comprehensive quality management activities, strive to improve the business and technical level of product quality, improve after-sales service measures, consolidate quality foundation, and continuously adjust products Structure, speed up the optimization and upgrading of product structure, develop high-quality and high-end products, and win users and occupy the market with high-quality products.

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