High-security trend analysis of the ceramics industry

Published: 16 May 2009 03:02:35

Note: This is one of the articles from readers. Its depth, systematic overview of the current domestic and foreign construction ceramics operation of the market, but also on the current crisis situation, the multiple factors at home and abroad overlapping multi-environment, China's ceramic industry as the economic development of the new phenomenon can not be ignored -- high-security, we look at how it? How high should an accurate positioning and scientific planning to win the initiative in the next round of competition? For the author, he and what kind of views? I think this article should be more or less give us some inspiration.

Especially valuable is that Mr. Huang Weimin author is not only a "ceramic information" at the old readers, is also concerned about the high-security as well as the Government National Ceramic Industries staff. His current position is aEight Town People's Government Office.

And weak in the low-cost differentiation driven by business strategy, the new Pearl, the new source, Octavia, the coastal Guangdong and Fujian Hengda benefit large enterprises, such as access to high security areas such as central and peripheral industries into the market quickly and become the new local economic owners of a building development. The second half of 2008 the financial tsunami, not affluent to the high security cast a shadow over economic development, the theme of local government and enterprise development hampered the pace of innovation has been the invisible hand to contain a big dilemma, before the roadcan not be foreseen. Premier Wen Jiabao of the Second Session of the Eleventh National People's Congress government work report to the world China's confidence in passing, in the winter to China's economic development after the injection ofhow turning crises into opportunities, out of the shadow of the implementation of a breakthrough development, has become a national enterprises, government officials and everyone in the bounden duty of the Chinese people, the more critical situation in the development, the more able to show that China's strength in high-security areas of the large, deep and lofty!

First, the right to judge the situation

Chinese building ceramics industry for 30 years through the development process and has established itself as the world's largest production capacity of the country, building ceramics production has accounted for the global market of 1 / 3 more than the Italian, the main competition against Spain, in control of the internationalnear the lower end of the market share of the market, with its huge consumer market groups, a huge potential consumer market in rural areas, almost can be used to describe the bottomless. China Ceramic secondary market unique and pluralistic structure of the survival and development for enterprises to provide a steady flow of power in support of the key depends on the business concept, marketing positioning, management is reasonable, the value of innovation and how the meaning of broad direction of government services whether or not the correct place.

From a policy level, the energy and real estate are not included in the planning of the revitalization of the top ten areas of industry, individuals believe that the management of domestic energy and real estate relative confusion, inconsistent throughout the economic development of premature, is not conducive to the development of a unified national targeted economic stimulus plan, but the Government did not object to report on the work of local government suitable for local conditions to develop economic incentives for regional development programs. Statistics show that the authority of the national economic stimulus plan to invest 4 trillion in real estate-relatedabove. In this context, the Government and the development of enterprises in the field of building ceramics should have a greater operational space. This is the new situation, the central government administrative intervention to weaken, strengthen regional and market the main control strategy should be in, is good news, but not non-intervention in the future, as tax collection and management of program resources are being further deliberation, the enterprises should seize the opportunity to develop, follow-up to the power savings can not wait for their demise.

Second, rational approach to development

There is no doubt that China's economy the world economy has become an important component of the overcapacity in the global financial crisis caused by the situation of the global economic downturn, businesses have become every step difficult, timid. All coincide with the development of all countries for their own economic stimulus plan, the implementation of developmentin order to maintain sustained and steady growth of its own. Therefore, the international trade rules of the game WTO member countries will be playing in the hands, resulting in trade barriers increase trade friction intensified, thus the risk of the formation of new rules. This is evident from the 2009 year-on-year on the first two consecutive double-digit negative growth in import and export trade can be the problem, but with broad space for development of domestic as well as the robust pace of economic development, become an attempt to share "cake" hot spots rather than easily to give up. These important information so that China's development has become a mysterious and unpredictable, people who can unlock the answer is the winner.

Chinese building ceramics industry in a short span of 30 years gone through a blind expansion and disorderly competition and rational development of three phases to achieve an annual output of more than 4000 million square meters, became the largest exporter of building ceramics, but the average selling price of less than Italy, Spain 1 / 6, in the long-term strategy driven by low-cost, profit margins have been close to the edge of the cost. This model led to serious environmental damage, lack of product differentiation, overdependence on the policy and local government protection, channel construction, inadequate investment in environmental protection, business innovation in the value chain Make Achievements and easy to breed a new round of pollution sources, to the late development negative impact. Enterprises as market entities, industry associations as the link should be important to take social responsibility, leading the industry to a healthy and orderly development of norms.

High security for example, brought together high-security areas such as coastal Ceramic Mainland enterprises more than 50, the design capacity of 500 million square meters, signed tens of billions of capital, corporate investment as much as several billion, at least tens of millions, mixed, the development of different industries with the freedom of mainstream portfolio, which constitute the ventureechelon areas, construction of China's ceramic industry for decades the epitome of uneven development and portrayal. Local government support for non-producing areas is not played from the end of 2007 to create high porcelain city of China has been the clarion call, the Government was to spend 80% of the available financial resources to support the development and expansion of production areas, there was a further publicity guide, land discount, hardware support, for such projects, the financial crisis to tide over tough times and businesses, doing the development himself, should actively cooperate with the enterprises.

Over the years, China Ceramic products repeatedly in the international market have been hunting in developed countries, with the result that it is difficult for enterprises to break through the domestic first-line bottlenecks in international trade their fists. The reason, first, domestic long-term low-cost overseas competition led to vicious competition ability; Second, poor environmental awareness, brand awareness of the impact of the international image of the weak; third is not free hand to create an international distribution channels will give huge profits to international channels. These weaknesses led to the Chinese Tao rate less than the sustaining power of innovation and constant search for only in the domestic low-cost wave of expansion in different places, place in the "Made in China" as "the world to create a" peripheral status of the value chain.

Policy on the individual is fair, to break through the barriers to enter the international market is inevitable. Although the central and local governments care for the building ceramics enterprises to fold, in the new international trade rules introduced before the building ceramics industry under the guidance of the existing policy will continue to follow the law of natural selection survival of the fittest. Independent R & D innovation capacity auto-update, self-opening up the market when they gave birth to the industry's elite, the expansion of overseas markets will be the domestic pottery of the future direction of enterprise development. Only in this way can the development of the industry in crisis after the sailing voyage!

Third, the proper response to the crisis

1, the depth of excavation the domestic market. In the domestic primary and secondary market becomes more saturated situation, market demand in the high-end products by extrusion, under the impact of the crisis even worse. Therefore, the depth of small and medium-sized cities and rural areas to expand three to four market is the current policy difficulties. Enterprises can choose according to the regional market consumption more functional, lower cost-effective products on the market, relatively low-cost use of local natural resources and human resources to carry out the accumulation of pre-rolling. The bearing capacity of the root show the market, in product design, production, marketing and other aspects of that simple, practical, cost-effective consumer concept, the appropriate elements into modern art, to the concept of rural delivery companies, to avoid unnecessary waste of the cost. Furthermore, the training team to cultivate entrepreneurship in rural areas, as soon as possible to allow local farmers to participate in the distribution of industry value chain and to improve all aspects of the human co-create a good soft environment to ensure that the people's livelihood stability and economic development coordination. Actively take advantage of the potential advantages of human resources to shorten the running-in stage and accelerating the industry extend to the rural market, the achievement of meeting the general health of consumer spending to guide the change.

2, actively expand overseas markets. Ceramic market competition and local monopoly both double features, so also in the international arena. China 20% of the global economy as well as the contribution of the diplomatic advantages of an increasingly powerful China has become the focus of world, which in the strategic transition rate of the domestic pottery business has provided a rare opportunity, as well as competitive business strategy of choice of fashion provides a good internal environment. Scale and strong R & D enterprise in the first-line support of the domestic market to look to foreign markets, differences in choice of marketing strategy. Tao Chinese enterprises in Southeast Asia, West Asia, Africa has a strong comparative advantage, you can create your own remote research base in the production and marketing to further the monopoly in the low international market, leading the trend of the international differences.

In the international market of high-end, the Chinese building ceramics products in the market share of only about 1% of potential, there are business opportunities under the crisis, therefore, the troops on overseas markets is the current first-line transmission of China's confidence in corporate responsibility. To consciously abide by the relevant WTO rules and intellectual property protection system under the premise of the establishment of foreign-sensitive feedback mechanism, grasp and analysis of foreign markets, consumer trends, are not allowed to prevent the positioning, and sales lead to the development of blocked out of line; to take advantage of the unique internal ceramic cultural resources, in product design, process manufacturing, packaging, and service all aspects of the elements advocated by the Chinese to enrich the connotation of product differentiation and enhance the cultural industries carrying degrees; actively cultivate overseas operators, to increase brand awareness and service system innovation to create an international sub - sales channels, to seize favorable terrain, the expansion of international influence and end-market coverage, increase product prices, industry profitability and the overall awareness of the international market, leading the industry out of a low level, low-level development of the shadow.

3, optimization of the external environment. Ceramic industries affected by the geographical relatively coastal areas in terms of hardware and services into a lower level of iron transfer through the Nanchang sea transport costs and the flow of Foshan and other places compared to the higher cost of the central and western regions to the relatively low . Therefore, the quality of the construction of supporting a certain extent, affect the performance industry. At present,Committee with support from the municipal government in the provincial government is stepping up its docking with the base of the eight railway stations, etc. to upgrade the extension, widening of roads to the new building project, the project can be greatly reduced after the completion of the transportation cost industry. Moreover, the country "four vertical and four horizontal" railway planning network Hangzhou South long, long hang-Kunming Railway Passenger Dedicated Line will be through the high security in recent years, tens of billions of investment in the past for the future of far-reaching economic impact of high security. At the same time, actively supporting the forefront of the introduction of the domestic industry (Shanghai listed companies on the Hong Kong Logistics Eight resident in the town of settled areas, the construction of star hotels during the year about to start, the introduction of related industries are also being further consultations), and optimize the investment environment and service capacity development.

To achieve large changes in the concept of service. Given in terms of policy within a unified foreign policy support, coordinate the central situation, the advocate of fair competition, the phasing out of special preferential policies; weakening administrative intervention to prevent the emergence of local "barriers" the impact of innovation and entrepreneurial confidence of business owners, resulting in the development of industry imbalance; upstream and downstream enterprises to strengthen their own capacity-building, so that businesses and professionals in the market to withstand wind and waves of experience, and entrepreneurship in the future journey of harmony in the go!