2008 International Ceramics market characteristics of the Dah Sing 5

Published: 16 May 2009 18:41:08

As China gradually to accelerate the pace of economic globalization, China as the world's largest ceramics producer, will in the international market a greater share of possession. However, China's ceramic industry because of the whole enterprise still exists a small scale, backward technology, poor management, product and so on homogenization of a serious problem, resulting in China's ceramic industry in international competition proudly facing a severe test. This paper, a new source of news in charge of Group Human Dong Army International Ceramics for your interpretation of the new features of market pressures.

Ceramic tiles all over the world output in 2006 is 9,000,000,000 square meters, the Chinese are 42-45 million square meters, accounting for up to 50%, export is 543 million square meters, the export rate of only 15%. Sanitary ware all over the world has approximately 260 million, China is now 112 million, accounting for 43% of all over the world. Ceramics for daily use all over the world are 27 billion, China is 13869000000, accounting for 51 percent of all over the world. However, in 2006 total output value of China's ceramic industry was 2600 billion yuan, while the only high-tech ceramic output in 2006 reached 75 billion U.S. dollars.

This shows that our brand management, technology, marketing there are huge gaps. According to the China Ceramic Industry Association survey shows that U.S. ceramic products in the international market price equivalent to the equivalent of only one foreign / 7-1 / 10. Ceramics such as Japan, although the raw materials used are only middle and low clay, but its ceramics products in overseas markets is the price of similar products in China several times and even several times ten. In Canton in March 2008 Ceramic exhibition, the author during a visit to Japan Xihai ceramics found that the company's ceramic product design randomness and novelty is not much better than we can price their orders even similar products, we are more than 20 times. Employment in the company of a fellow has to say: "China Ceramic than not, they are several hundred years of the brand." I was indigenous angrily asked: "Are you Chinese or Japanese? You know Chinese ceramics carries 8000 years of Chinese brands? "Say Say naturalized, but even the event organizers have to be able to have the Japanese counterparts to exhibitors, proud of is what we do in fact own a ceramics sale. From the above we can see that China's ceramic exports in overseas markets are still in a very early stage, we have obtained so-called "results" and market share, are together the resources to fight together the results of the price. Although the "eager to win through struggle," may in fact we are in overseas markets together lost.

First quarter 2008, China's ceramic tile exports of 130 million square meters, up 19.45 percent, a total of 160 million U.S. dollars export value, up 36.37 percent. Although we achieved such rapid growth, but the whole of China's export prices of ceramic tile is less than 1.3 U.S. dollars / square meter. The relative price of domestic market is concerned, is still a very low level. Domestic market price of the most low-grade wall and floor tiles of one square meters to a few dollars.

Why China's exports of ceramic tile is so "inexpensive"?

OEM in China's ceramic products in overseas markets "Nothing less profitable" source. From the process technology, raw material quality and product quality point of view, China's exports of ceramic products and similar products side by side almost. However, because of China's exports to the majority of ceramic products abroad OEM, so true in foreign markets influential brand of Chinese ceramics is very short, and the profit margin is very limited. In the current increasing appreciation of the RMB against the U.S. dollar, the export tax rebate rate cut, the cost of substantial increase in the background, not an international brand of China's ceramic products in overseas markets, not only higher prices can not go, but also led to an increasing number of anti-dumping, countervailing subsidies and special protection to investigate.

In short, China's ceramic industry have reached a non-variable is not an era. Otherwise, sooner or later come to national policy does not permit, the living environmentpeople's eyes look down on the domestic market, consumption can not afford, can not afford to lose overseas markets, and finally can not afford to buy even the raw material situation.

Then the international ceramics market are made in the end what kind of scene it?

1, the market competition

In recent years, ceramic-producing countries because of the emerging and developing countries, the rise of ceramics production increased substantially to make the world a marked increase in production ceramics, international ceramics market competition more fierce, has reached "a white-hot" level. On the building sanitary ceramics, the world's total demand growth is far below the output growth. According to the survey found that in recent years, building sanitary ceramics world output growth of more than 10 percentage points, and the next few years time, the building sanitary ceramics in order to increase the total demand of seven white points. Therefore, for each country for the International Ceramics ceramics industry is extremely competitive market.

2, market demand, artistic

International Ceramics market, supply exceeds demand, but special, excellent, new, refined products, are still short of demand, especially in high-grade building ceramics and sanitary ceramics. For our example, high-grade sanitary ceramics, the average annual demand of about 10,000 200-300. A few days ago, as a competition, middle and low-grade product is no longer the main body of market competition, the international ceramics-producing countries are also the focus of their production to have significant potential benefits and competitivetransfer of ceramic products. Future international ceramic art market of the consumer market will also become a key feature of artistic ceramic products will be generally welcomed.

3, marketing support of

Sales support, and are the international ceramic market in recent years a new feature. At present, domestic and international building and sanitary ceramics enterprises not only seek to interior walls, exterior walls, floor tiles matching products, hygiene products matching ceramic itself, but also to seek every possible means of ceramic tile and sanitary products, supporting, and some companies also Some people love the characteristics of works of art, organizing the kitchen, room, living room accessory products, ceramic products formed thereby supporting the production and marketing. For example, Japan produces machinery toto plumbing parts, bathtub, make-up Units, kitchen equipment and a whole series of room, etc. Products developed by China's Saina Gold series products, forming a gold Saina ware, stone tiles, gold climbing wall and other equipment supporting each other and building sanitary ceramics products.

4, market demand for diversified and personalized

Because consumers in the standard of living, cultural backgrounds, the level of art appreciation, such as differences, in turn, demand for products is not exactly the same, so the market a single species of production and marketing very difficult to meet the needs of different consumer needs. It is predicted that future international ceramics market will undergo a series of significant changes in the performance of its main features in the high-quality, full-featured, many colors, new shapes, that is, say, product trend towards diversification. Ceramics in the international market, the products towards diversification, but also are moving in another direction - the direction of personality development. Personalized Products more and more popular and welcomed, personalized products that only substantial market space, so each country's ceramic products are customized by the mass to change. For example, American-style sanitary ware lengthened to a straight line, the prominent edges and corners, showing a sense of power products, the momentum of the United States and French-style sanitary ware smooth lines, full of warmth and full of poetry. Reflect the romance of the sanitary ware in Japan are known for the world absolutely beautiful, reflecting the Japanese-US sophisticated and meticulous.

5, the transfer of production centers

In modern times, the world's ceramic production base mainly concentrated in Europe and Asia, including daily-use ceramic products, Asia accounted for 65%, Europe 30%, while high-grade ceramic production has mainly concentrated in Western Europe, Britain, Germany, Italy, France, etc. . Because ceramic industry are labor-intensive industries in developed countries and regions in order to adapt to fierce competition in international markets, and continuously adjust the industrial structure, industrial production to capital-intensive and technology-intensive industries, labor-intensive production to the labor costs are lower transfer of countries and regions.