2014 Ceramic Industry Development Preview

2014 Ceramic Industry Development Preview

The existence of the ceramic industry in China can be described as a long history, but ceramics are actually imported products. In the decades of development of the ceramic industry, the changes can be described with each passing day. Many ceramic product production technologies have reached the international advanced level, but the industry is disorderly development and vicious competition. The situation is also happening at every moment. It is predicted that the ceramic industry in 2014, or the time of production and sales, will continue to be the main theme in the industry reshuffling.

Sustained downturn and good preparation for cold and protracted warfare Although the performance of some large-scale ceramic companies may not look bad, the overall downturn in the market is an indisputable fact. With the gradual increase in the market share of well-known brand products, the second and third-tier brand manufacturers The days are getting sadder and harder. Wrigley's general manager Yan Bangping told reporters: “In 2013 and in the future, we will certainly not be happy. If the quality of our products is not improved well, brand status will not be improved and we will surely be beaten by this winter. This is also an industry reshuffle. Period of time."

For first-line brands with more solid strength, opportunities and crisis are equal, but for some small brands, this will be a difficult time. What's more, the external reason for the huge pressure of internal competition lies in the overall economic environment. Tile stone industry market analysis report shows that 2012 is an eventful event for the ceramic industry: In the first half of the year, electricity shortages, lack of oil in the second half, intermediate freight rates rose, and even media carbon supply began to fall short of supply, while ceramic raw materials used in addition to prices all the way up, actually There was a shortage of goods and some of the raw materials could not be bought even if they had money. Electric power, transportation, raw materials, coal, and the market have been blocked by the development of the ceramic industry.

In addition, the appreciation of *** has also become one of the challenges faced by ceramics companies' export products, and this is accompanied by the unabated wave of anti-dumping efforts of Chinese ceramic products across the world. Since July 2001, India first investigated China's anti-dumping anti-dumping case for polished tiles. There are only one domestic ceramics company responding. However, only one company has failed to comply with the relevant Indian laws and regulations, resulting in ceramic products in China. A high tariff of 247% is imposed in India. In November 2005, South Korea made an initial ruling in the anti-dumping case initiated by China's ceramic tile production and suggested that the government impose anti-dumping duties of 7.25%-37.4%. The imposition of anti-dumping duties increased trade barriers, and at the same time caused Foshan's ceramic exports to these areas to suffer heavy losses.

Jiuzheng Building Materials Network Xiaobian predicts that such anti-dumping cases will continue to emerge in the future. This is undoubtedly a sharp sword for Foshan Tao enterprises.

The result of product evolution is homogenization. Before the introduction of building materials and ceramic products, China did not have specific concepts such as toilets and tiles. However, this does not prevent China from rapidly becoming the largest producer of ceramics for production and sales in the past decades. Innovation, or technological innovation, the ceramic industry is undoubtedly in the forefront of the world, but the continuous evolution of the product has attracted the homogenization of product competition in the industry.

Wang Wei, general manager of Wrigley's ceramics business unit, frankly stated that differentiated operations have been talked for many years, but it is difficult to differentiate products, and the most representative of brand differentiation is soft power such as marketing and services. The reporter noticed that almost all ceramic brands have imitation wood grain bricks, marble grain bricks, travertine series and other products, and do not say that consumers are difficult to distinguish the difference, the industry may not be able to distinguish between the specific differences between the brands, this The direct result of a phenomenon is the formation of a low-level market competition between products. Naturally, this is the most brutal form of competition.

As far as consumers are concerned, it is the image of the Jiantao brand itself that this competition damages, so that such products will always stay at the “real supplies” level, and it will be even more difficult to enhance the brand image.

However, it is precisely because of the continuous escalation of market competition that building ceramics enterprises pay more attention to their own cultivation. In addition to enhancing corporate image externally and reshaping corporate culture internally, the company’s business model Changes are also constantly occurring. The reporter learned that most ceramic enterprises in Foshan have opened up an online marketing model, not only establishing a B2B marketing platform, but also intending to set up B2C online store operations on Tmall and other e-commerce platforms. This also means that Tao enterprises and distributors The relationship between the two is changing. The network platform gives manufacturers a chance to get out of the dealership and directly face the consumers. The feedback obtained by the manufacturers is no longer through the distributor, but can obtain first-hand information from the network, regardless of The e-commerce platform can bring profits and returns to the Tao enterprises, but manufacturers who directly face consumers can obtain more real market feedback and bring more inspiration to the transformation of business ideas.

On December 9, 2013, Dongpeng Holdings Co., Ltd. officially listed on the main board of Hong Kong and became the first ceramics company successfully listed in Hong Kong. He Xinming, chairman of Dongpeng Holdings, said that the successful listing in Hong Kong will bring new opportunities for the development of Dongpeng, also means that Dongpeng is recognized by international capital.

As the first listed company, Dongpeng has developed a different development path for the industry. Industry insiders stated that Dongpeng’s listing shows that in the past, the status of pottery and ceramics enterprises was expected to change. The pottery enterprises have capital and confidence to face the world. Bigger and stronger will not be empty dreams. For 2013, when the market is quiet, Dongpeng listing is undoubtedly a shining one regardless of the outcome.

The ceramic sanitary ware market has experienced a period of rapid growth after years of rapid growth in the production and sales of ceramic sanitary ware. Competition has become increasingly fierce as the number of companies grows too fast. The expansion of the market is far more difficult than imagined, and this year's anti-dumping of ceramics by the European Union has made it difficult for ceramic sanitary ware development. How to create unlimited business opportunities in a limited market is a matter of consideration for all ceramic sanitary ware.

People in the industry are well aware that 70% of foreign architectural ceramics are based on ceramics imported from China. While we are consuming domestic non-renewable resources and cheap labor, the profits we exchange are lowest. Why do we have such labor and low-end production, and others get high profits because they have mastered the sales channels, that is, they have mastered the channels of industrial integration.

Internet marketing is a part of e-commerce, and the application of domestic ceramic companies to network marketing is still at the initial stage of trial. The real e-commerce is “electronicizing and networking the various aspects of traditional business activities.” For the ceramic industry, online orders, consumer purchases, consumer data collection, and spending habits of distributors are realized through the Internet. This information is directly presented at the production end and the logistics end to complete a series of steps from ordering to shipping to logistics distribution.

"Market competition, decisive battle terminal." What kind of products and services provided by Taoci enterprises depend on the preferences of consumers and cannot be separated from consumer participation. Today's consumers, regardless of whether they consume or not consume consumer products, must comment on them. Consumers are no longer in a passive position. They want to be able to talk to companies at any time, and they do not believe in authority. They also believe in intuition and word of mouth. This indicates that the era of production and marketing has become a reality. arrival.

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