China's high-end daily-use porcelain

Published: 16 May 2009 06:06:23

A special guest: China Ceramic Industry Association, vice chairman of the Wong-fat built Museum Curator Guo Zhigang Dehua, Fujian Dehua porcelain, general manager of China to use sun ZHANG Bin, former German Secretary of the Bureau of Township Enterprises Su American Standard, Fujian Dehua County of China white ceramic limited liability company chairman yGMBestCeramic

As a "maritime Silk Road," the main export products, the history of the white Dehua "China White" has long been admired for white representatives of the world, while today's "China White" craftsmanship, but also will continue to be the Chinese and foreign cultures the exchange of envoys. However, Known as the "Chinese porcelain," the Germany of the past several decades has been dedicated to the production of Western technologyneglected passed down for generations of Chinese white culture, the number of high-end international brand stuffed white porcelain for daily use only that the lack of white German brand. Long-term hovering in the low end of Western technology, as well as daily-use porcelain of the product mix Dehua, when to get a breakthrough? intervene in the field of high-end daily-use porcelain for daily use can lead Dehua porcelain towards new heights? yGMBestCeramic

Diversified development of ceramic industry is a trend yGMBestCeramic

China Ceramic Industry Association, vice chairman of the Huang Jian yGMBestCeramic

Times Reporter: What do you thinkmaster high-end daily-use porcelainareas of intervention? yGMBestCeramic

Huang Jian: In fact, this is the question of perception, awareness of the problem, in a sense, is a master of consciousnessbreakthrough. Burning sun with the Chinese porcelain biggest problem is high costs and technology. The industry is more advanced technology with lower costs and high raw material itself, China is the main raw material of white clay, high purity, suitable for high-end daily-use porcelain. In fact, the daily Dehua porcelain and other daily-use porcelain-producing areas have certain advantages compared to the other areas of daily-use porcelain sales at this time is plummeting, but the daily Dehua porcelain in the domestic This is to rise, the current situation with the ethics of marketing and culture, but Western technology Dehua porcelain has been in the financial turmoil, sales declined. Thus, with the people's income, the product should take in high-end line, to meet people's material and cultural needs. The high-end daily-use porcelainis to cater to the domestic market demand. Now, safeguard Chinawhitethe brand should do is the key to the daily-use porcelain, he has been linked with itsart of porcelain, which means that daily-use porcelain and marketing between thebecome one succeeds Eiichi Patrinia both the potential and the risk of defeat. Of course, in taking non-defective product line, theis a role model. All of the lines do not approach to defect-free products, from his entire journey, in the art porcelain regard, Chen's works is a huge incident in a patent, copyright everything, and its independent innovation there is awareness of self-protection reference, an excellentmaster, not only to master the arts would also like to know how toart marketing. high-end daily-use porcelain to enter the market must go through a process, and publicity is very important, consumer demand for brand recognition is also important, the market demand is enormous, but the risks and prospects for co-exist. yGMBestCeramic

Times Reporter: What Dehua in the ceramic industry support policies? yGMBestCeramic

Huang Jian: policy to meet people's needs. In this environment, the German government put forward by the ceramic industry in transition and upgrade as soon as possible, in fact, is the business needs. German government in recent years to speed up the ceramics industry's pace of transformation and upgrading, and Germany of "Eleventh Five-Year Plan" proposed to focus on transformation and upgrading, and strive to the total size of ceramics, technical content, product quality, market share and export ranks the competitiveness of the country, the German construction become an important base for the ceramic industry. At present, the German-based efforts are being made from the policy, science and technology, urged the ceramic technology to achieve "six major changes" from the labor-intensive to capital-intensive knowledge and technology shift from Western technology to the technology of porcelain for daily use porcelain both shift from export both export-oriented inward shift from non-standardized production of standardized production to shift from product management to brand management shift from decentralized production and operation to the specialized division of labor changes in the ceramics industry to promote technological progress and upgrading of product structure, and further enhance the German-based ceramic total production, technical content, quality, market share and export competitiveness. yGMBestCeramic

Times reporter: The Government of ceramics in Germany What is the role? The development of the industries where the opportunity again? yGMBestCeramic

Huang Jian: In the process, Dehua Committee, the county government to guide, service role in the emergence of building a public technology platforms, scientific and technological organizations, to strengthen macro guidance to help enterprises cope with ceramic problems, the achievement of sustainable development. At the same time, through advocacy, such as Enterprise Alliance, and actively guide the production of similar products business to form marketing alliance to change the lower level of small and medium-sized industries, smaller situation, to reach mutually beneficial win-win situation. At present, the German brand of ceramics are becoming increasingly apparent, creating brand names, in the last species, on the grade, to enhance scientific and technological content, the development of high value-added products to work on, has become an irreversible trend. And high-end daily-use porcelain can satisfy the growing material and cultural demand of its largest opportunity for development. But the German brand maintenance of relatively weak. An enterprise, we need to have good products, more products can be invincible. But also in terms of technology and culture to make its own characteristics. As the saying goes, the future is infinitely good, distance is also difficult. In fact, the technology to the entire ceramics industry, is already a mature technology. However, the high-end ceramics for daily use is a technology-intensive, capital-intensive industries, and an annual output of five million production will be at least 20 million of investment that not everyone can afford the factory facilities. Fewer but Better ceramic art is, is it different with the export process. Thus, in line with local conditions is the key, I think the German diversified development of ceramic industry is an inevitable trend. yGMBestCeramic

Characters introduced: Huang Jian, the incumbent deputy researcher Dehua, because of its decades has been working on ceramics research and investigations, all familiar with a variety of ceramics and its dynasty historical background of German modern ceramics also have varying degrees of observation and research, was ceramics sector Tongren cordial called "porcelain head." Huang Jian-or Chinese ceramics for daily use superscript Authority members on the standard daily-use porcelain important he holds the right to speak. yGMBestCeramic

The ceramic as a cultural industry operators yGMBestCeramic

Dehua Museum Curator Guo Zhigang yGMBestCeramic

Times Reporter: In your opinion how should Dehua porcelain for daily use to enter the high-end market to enhance their competitiveness? yGMBestCeramic

Guo Zhigang: not only is the ceramic industry, in fact, no matter what industry should be run as a cultural industry. So as to reflect its brand value. Chinese and foreign ceramics enterprises in the cultural differences between the grades, mainly reflected in the understanding of the brand. Whenever there is block foreign enterprises, the total attempts to make a strong culture breakthrough. Fully tapped Dehua porcelain long brilliant culture, and play the cultural card, rooted nation, absorbing, creating not only beautiful but also the culture, not only have their own unique qualities and products combined with the global trend in order to further improve the product in the international market competitiveness. The process of Dehua porcelain is the traditional industries, it is can not avoid. How to put the concept of a single guide and transferred to domestic and international market competition, did not let things go now competitive market, it went together, this is an upgrade. Comparison away from technology, can absorb other people's advantages, together with the German-based high-quality material, after Dehua porcelain for daily use can certainly occupy a big place. This is necessary and inevitable. As to the cultural aspects to consider upgrading to sell a good price, that is, sustainable development Dehua go on a critical path. You have to think, now the competition is so big that if the concept of staying in the low-end, is traditionally difficult to develop any longer. yGMBestCeramic

Times Reporter: What do you think high-end daily-use porcelain Dehua missing markets the status quo? yGMBestCeramic

Guo Zhigang: Germany-based ceramic on the lack of big international brands, although many companies have already implemented the brand strategy, but the efforts were not enough, in addition to several enterprises, such as crown-fu and products have a certain brand awareness, many ceramic enterprises only know that to do Products do not know the brand and nurturing the operation of brand, brand influence is very weak, and the prevalence of low-grade, brand less well-known small problems, lack of competitiveness in the market, it is difficult to contend with the international ceramic brand. Germanyprocess of this fact, a lot of competition, such as Jingdezhen vase series, the technology has already memorization, but no breakthrough innovation and technology is very difficult to get out of a way out. Dehua porcelain generally previous daily walk in the low-end line, now to the middle and high-end line to go, plus Germany and the unique quality of Chinese white on a lot of market potential. yGMBestCeramic

Times Reporter: In your opinion, Germany-based ceramics to how to proceed with sustainable development? yGMBestCeramic

Guo Zhigang: I go to Taiwan in 1997, in the local market to see, ceramics for daily use in Japan to sell more than 400 pieces of an NT. And Germany because of the texture of rough ceramics, decorative too simple, regularity, hardness, brightness, gloss reach international standards, very low selling prices. Fortunately, in recent years Germany has come out of the start, Germany There are several in the production of ceramics for daily use, but unfortunately is not so high-end products. In fact, in this environment, the domestic market is a trend because the environment for doing nothing more than foreign markets, but also a large domestic market, and consumer goods for daily use porcelain and great potential. Dehua has its own unique advantages, it should be based on white porcelain. Because the white Dehua is unique in that the quality of soil from the glaze is a leader in the country, to use technology, especially the export of Western technology, it is a pity too wasted. Especially for the waste of raw materials, large amount of terrible, Western technology prices in the doldrums, has been selling non-up, it is very regrettable. Dehua such a good clay should be used in high-end daily-use porcelain up, which is a direction of sustainable development, saving materials, do not waste, value-added upgrade, the same is a piece of china clay, invisible among the advantages of Dehua porcelain and the greatest value from the price reflected. yGMBestCeramic
Times reporter: How do you see the ethics of the Chinese heritage of traditional arts and craft white problem? yGMBestCeramic
Guo Zhigang: China issues white heritage, and its traditional crafts are not available in other areas is of a special kind of German industry, other areas may have the same technology, but not compete with Germany, because the vast majority of Dehua Chinese people are white. Art is not necessarily how much decoration, should rely on modeling the fluid lines to create a sense of beauty. In addition, we can make a suitable combination of Dehua porcelain decoration that was close. Jingdezhen decoration is used to cover up its rough places, and Dehua porcelain If you do not need too many decorations directly on a simple white lines so that the quality of Dehua more interpretation. I hope that consumers will not see whether there is a statue of German-made, one can see high-end daily-use porcelain or other on the finds from other areas. Because rare, and everyone would think that Germany can only do the traditional porcelain, and now to break this concept, allowing consumers to know, Germany is not only traditional crafts well, daily-use porcelain also do. yGMBestCeramic

Characters introduced: Guo Zhigang, the incumbent Dehua Museum Curator, has been dedicated to Ancient collections, especially for Dehua porcelain has its own unique research and insights about the current collection of 500 different Ancient years. yGMBestCeramic

Technology innovation to improve the competitiveness of products yGMBestCeramic

Fujian Dehua porcelain, general manager of China to use sun ZHANG Bin yGMBestCeramic

Times reporter: This series of high-end daily-use porcelain panda is under the guidance of your completed, can talk about it is technically what kind of a breakthrough? yGMBestCeramic

ZHANG Bin: by changing the formula, heat the mastery of technology, as well as follow-up to the management of breakthrough. Germany was also of previous attempts made, but no one succeeded. Because this technology is required to seek a balance of high-end level. Glazed porcelain to enrich, not the increasingly-yu-yu. Transmittance must be fully able to meet people to appreciate the extent of true art of ceramics for daily use. This will allow Dehua ceramics for daily use distillation of the brand. Ethics of this technology should be considered a breakthrough in a sense, or is a research and development of new products come out. At present, in the international arena are very difficult to find similar quality porcelain, equivalent to restore the face of Chinese ceramics. Its greatest advantage is that the original ecological, environmental protection, I have done a lot of tests, in order to ensure the safety of products, from March 2008 to begin preparations, until now successfully developed. I have all of the use of German high-purity natural glaze territories, does not contain any chemical composition, especially lead-free, cadmium and animal remains, such as components, to achieve to meet the people on the health, environmental protection, high-quality of life needs. yGMBestCeramic

Times Reporter: Then how to prepare the deployment of future market access? yGMBestCeramic

ZHANG Bin: The first to home, in meeting the needs of the family started to go after the hotel route. Our products have these features is the anti-marks, although we Chinese people do not like knives and forks, but Europe and the United States people are accustomed to using a knife and fork. Therefore, when we meet the domestic demand will be considered to other countries. In quality and brand, then we are with high-end brands around the world to counter the time has come. Our factory has already refused to receive orders, and our daily output is 5000, temporarily unable to meet market demand more, although we have high prices, but rare is the so-called truth. We will now take orders to produce by 2009 a year to complete, did not dare followed the orders. This shows that China's Tak Baiof defect-free products for daily use porcelain bornreally brought the whole ceramic industry a tremendous impact. yGMBestCeramic

Times Reporter: Will you please talk about how you look at Germany's brand of ceramic industry strategic problems? yGMBestCeramic

ZHANG Bin: brand to develop, there must be a long-term strategic thinking. Strategic management is the highest level of management, it guides the enterprises operation and management of the next few years, the overall objective and the way forward. Dehua porcelain industry from the present situation, many enterprises lack of strategic management understand and grasp, there is no clear strategic thinking, are not skilled at long-term strategic plan to, strategic planning is often divorced from the industry environment, the industry's comprehensive understanding of the law, showing off were myopic. Some enterprises take things one step at the end of the day is often the vehicle to the hill in front ofknow. The future of brand marketing competition is competition, of any enterprise, the brand's role in marketing will be more and more importance. The face of increasingly fierce market competition, I think, Germany-based ceramic, only the cognitive basis of these shortcomings as soon as possible to improve or even eliminate these shortcomings, in order to their own development into an ideal situation. This is imperative for the current ceramic industry should do. yGMBestCeramic

Characters introduced: ZHANG Bin, in the field of ceramics has been laid its own technical levels. He was removed in the north and south, in the foreign ceramics enterprises precipitation many unique and innovative technology, as well as their own brand awareness, and ultimately with the commonchanged the masterDehua no "China's high-end life of white porcelain," the history of a period of pioneering a much-told tale . yGMBestCeramic

Western technology and ceramics for daily use both yGMBestCeramic

The former German Secretary of township enterprises Soviet Union and the United S yGMBestCeramic

Times Reporter: What do you study for so many years of ceramics as well as German history, is how you look at Germany in the course of development of ceramics? yGMBestCeramic

Soviet Union and the United objectives: political environment is a very important factor, it had to change the ethics of the industrial ceramics. Dehua porcelain from the Song, Yuan, Ming the start due to the geographical environment, as well as political and environmental factors to export them. As a result of Dehua remoteness, difficult to pass the land, but also belong to, thus, the official sales and other areas occupied by Jingdezhen after the sea had no choice but to go for export. By modern times, as a result of the country are planned economy, Germany-based ceramics industry has been quiet for a very long time, there is no exit, but steady supply of technology and marketing have been weak level. By 1983 the last century, the spring breeze of reform and opening up was finally blown when Dehua, only the first private ceramics factory which is nowporcelain since few years, the new daily, Western technology as ceramics factory mushroomed in the land of frenzied growth, German exports of history repeating itself once again, especially exports to the Middle East and other countries. By the early 90s, due to the impact of the Iran-Iraq war, Germany-based ceramic again disappeared in foreign markets, know that after 2000, the Government has attached more importance to Germany of the ceramics industry, and its positioning Dehua after the main pillar industries With only a gradual turn for the better. Thus the political environment for the Germany-based ceramic products industry restructuring, as well as the development of ceramic industry has a vital role in the road. Well, now a reincarnation of the decade in the doldrums the market environment, Germany-based ceramic industry should grasp the chance to readjust the industrial structure, the transformation and upgrading, do a good job in the domestic market. yGMBestCeramic

Times Reporter: What do you look at how the status quo Dehua ceramics? yGMBestCeramic

Su American Standard: Dehua Although progress has been made in ceramics, but its disadvantage is obvious. First, "the two two small": individual clusters large enterprises, vitality, and competitive manner, but the industry as a whole agglomeration of small, small force, less than cooperative. Secondly there is "little more than four four": small businesses, and large enterprises; and manual production of more mechanized production less; technology innovation, multi-component experience, high technology content; and product innovation, the shape changes in color and more , less high-tech transformation. Furthermore there is a single product structure, low grade of products and so on. Therefore, how to improve product quality in kind, how to develop high value-added products, how to create a Germany-based ceramic brand, on the pendulum in front of Dehua ceramics. In addition, the German-based ceramics in the international market relative to other ceramic producing areas account for a large share, while domestic market share is relatively better than the international market. Therefore, "Dehua porcelain can not ignore the domestic market, to Chinese and Western cultures and ancient and modern cultures meet to find points, part of the development of the domestic need for the gift ware, porcelain Memorial, take the initiative to the domestic market." yGMBestCeramic

Times Reporter: What do you think of Dehua porcelain industry in the next development? yGMBestCeramic

Su American Standard: marketing capabilities and brand is the key. Dehua porcelain production history of over a thousand years, since ancient times for export, which has experienced hundreds of years of prosperity and silence. At present, China's exports a large amount of products in foreign countries really have a regional brand is the main origin of Dehua porcelain has become the country's largest Western technology porcelain production and export base, and its Western crafts products for export 90 percent. All kinds of products are sold to more than 150 countries and regions, ceramic export volume last year, accounting for one-sixth of the total export volume of ceramic. Tak to the continuous development of ceramic industry, we must improve the scientific and technological content, and increase added value through improving the quality of products to market. But also vigorously to create ceramic brand, can not always hovered in the low-grade products, this is no way out. However, while Europe and the United States holiday gift ware market has enormous space, but Dehua porcelain industry should not only cares about Western technology festival porcelain, and should be allowed to Western technology both porcelain and ceramics for daily use, only to achieve the common development of both Dehua the sustainability of the ceramics industry development strategy. yGMBestCeramic

Characters introduced: Su American Standard, the former German Secretary of township enterprises. He was a few decades immersed in the ceramics world scholars. His well-known ceramics industry Dehua Many Lives, Many Masters, on the ceramic industry there is a beginning to the end of the love and devotion, even if it is already retired, he did not enjoy the family home, as the guide more new generation of ceramic artists and always busy In the ceramics industry. yGMBestCeramic

Brand personality is the life yGMBestCeramic

China white ceramic limited liability company chairman yGMBestCeramic

Times Reporter:Masters as high-end ceramics for daily use but to intervene the market, what is your mind? yGMBestCeramic

: I think the interventionmaster of traditional ceramics for daily usesuccession method of the highest art. Will Dehua white traditional crafts of China into the ceramics for daily use, the realization of daily-use porcelain art, artistic porcelain for daily use of the highest goal, not only in line with the Government's policy objective, is also in line with business needs for survival. And I am the Panda is a series of daily bowl of high-end products, quality is no way of pipeline, making the first time in China's ceramic industry collection routes ceramics for daily use. I think such a measure so far is unprecedented, not only technically unprecedented, at the strategic level is also, of course, only an unprecedented but not last of its kind. Because the technology can be inherited, we will also choose an appropriate time to develop, then it will hold a technical training school ceramics for daily use, but in our product has not yet formed an influence, as well as more than a certain scale enterprises, we have not consider this issue. In fact, the current formula, as well as our technology no one can do, the key is the art of fire, it is not able to learn to read a paper, and that is the memory of succession. yGMBestCeramic

Times Reporter: What do you think the status quo of the ceramic industry? yGMBestCeramic

: In fact, Dehua porcelain industry, the status quo is done with the burning of ceramic bricks no different, this is because of the lack of value to their products. In fact, the brand behind the competition is a culture of competition, a rich cultural connotation of the brand to give consumers more positive content and positive association, so that only the rich connotation of the brand, only the richest tension. However, many of Dehua porcelain products enterprises often focus only on the design of the appearance of the product without the connotation of a lack of innovative products and style, and lack of spiritual, artistic, ideological, cultural aspirations and performance, so that brand cultural content is superficial and empty, there is no affinity. Brand Connotation not only sell products on Forever, when other people to sell the brand and brand advocates, the sale of products can do coolie to earn a meager sum of processing fees. However, infloor, my everything "China White" works, is a cultural and creative. "China porcelain", "China White" and other brands, led by one of my works of a wagon than the output of ceramic technology is even higher, and this is added value - the added value of cultural and creative. In addition, the intellectual property rights is used to distinguish between rival competition isolation weapons. Currently, Germany-based ceramic brand of intellectual property rights, patents and trademarks, such as awareness is still very weak, except in some large-scale enterprises, most enterprises because of their lack of strong core competitiveness weak indigenous technological capacity, R & D lack of strength, not to attach importance to technological innovation and development of new products, simply rely on copying, reproduction technology companies, using the trademark brand name companies to live. In this regard, I pay attention to the most, and I work almost every pieces of pieces of patent copyright is the only way to achieve self-protection as well as the true sense of their own brands. yGMBestCeramic

Times Reporter: What do you think of an enterprise to operate a good brand should be invested in which more attention? yGMBestCeramic

: personality, personality is the brand's life. Personalized products are able to issue some consumer market signals so that consumers feel with other distinction between competing products. And Germany-based ceramic products, it has been the lack of original taste and local cultural characteristics, but also the lack of performance of our local culture and arts of the overall decoration design products, there is no unique characteristics and personality style, thus lack of competitiveness in the international market. Many enterprises do not pay attention to ceramics Mining Dehua ceramic culture, the lack of local cultural characteristics of products, but also the lack of performance of our local culture and arts of the overall decoration design products uncompetitive in the international market. Dehua porcelain to engage the world, not only to work hard in the production of quality, but also in the design of the field to a great change and innovation, will be fine ceramic products and the Chinese artistic tradition with the times and the perfect combination of aesthetics, will be a long history with today's top science and technology as well as the perfect combination of modern new viewpoints, and fully tap the long Dehua brilliant ceramic culture, play the cultural card, rooted nation, absorbing, creating not only beautiful but also the culture, not only have their own unique combination of qualities and trend of the world's products, in order to further improve the product in the international market competitiveness. yGMBestCeramic

Characters introduced:, China White Palace of Fine Arts Chairman, Chinamaestro, Fujian Province, arts and crafts masters of his works were well-known both at home and abroad more than 50 permanent museum collections, many times by the Party and state leaders as the country ceremony gift the relevant heads of state and dignitaries, he is the 2008 Olympic Arts creative works of the General Assembly, only the best prize winner, Germany Visiting Professor of Ceramic Institute, was the Ministry of Culture, Radio World Chinese Outstanding Artist award. At present, his "" brand has been named the Fujian province. yGMBestCeramic