2020 is another difficult year for China’s ceramics industry! This year, the power of trade protectionism strengthened, and China's ceramic tile exports were hindered; this year, domestic and foreign market demand continued to decline, and ceramic tile overcapacity became increasingly prominent; this year, the shrinkage trend of the building ceramics industry intensified, with nearly 10% of the construction and ceramics industry above the scale. Tao Enterprise withdraws from the stage of history...
The Zibo production area took the lead in implementing precise adjustments with the courage and determination of a strong man. After more than four years of transformation and upgrading, it has gained an opportunity for Zibo Ceramics to adapt to the current great changes. After the rebirth, can Zibo's ceramics industry buck the trend and regain its former glory?
On November 22, it was hosted by the China Building and Sanitary Ceramics Association and the "Ceramic Information" newspaper, co-organized by Litai Brand and Foshan Mosen Environmental Engineering Co., Ltd., and hosted by China (Zibo) Ceramics Headquarters and Complete Customization Industry Base , the strategic cooperation of the 2021 Guangzhou Ceramics Industry Exhibition, co-organized by Zibo Jingqili Building Ceramics Co., Ltd., and supported by Zibo Huagao Ceramics New Materials Co., Ltd., the 8th China Building Ceramics Producing Area Large-scale Tour Forum and the 2020 Zibo Ceramics Industry Development Summit Forum were held at the Zibo Sheraton Grand Held at the hotel.
Gong Wei, Secretary-General of China Building and Sanitary Ceramics Association
Zhao Peng, Director of Zibo Taoliu Textile Industry Development Center
Liang Jinhua, member of the Party Working Committee and Deputy Director of the Management Committee of Zibo Economic Development Zone
Gong Xuquan, member of the Party Leadership Group and Deputy Director of Zibo Electronic Information and Equipment Manufacturing Industry Development Center
Chen Xianwei, Vice President of Guangdong Eagle Ceramics Group
Chen Gaozhao, founder of Ferona Cement Tiles
Ma Jie, General Manager of China (Zibo) Ceramics Headquarters and Customized Industrial Base
Ouyang Tiansheng, president of "Ceramic Information" newspaper
An Yuli, Director of the Exhibition and Trade Department of China Building and Sanitary Ceramics Association
Wang Hongwei, Executive Secretary-General of the Ceramics Division of the Young Entrepreneurs Association of China Building and Sanitary Ceramics Association
Song Chaomou, Secretary General of Shandong Building and Sanitary Ceramics Industry Association
Huang Youjing, Chairman of Zibo Jingqili Building Ceramics Co., Ltd.
Yan Xiaohui, Chairman of Foshan Mosen Environmental Engineering Co., Ltd.
Zhang Ning, General Manager of Huagao Ceramics New Materials Co., Ltd.
Xu Yan, General Manager of Operations of Jupengfei Group·China Fortune Ceramic City
Chen Ke, Sales Director of Guangdong Xinzhilian Exhibition Co., Ltd.
Gao Chenguang, Northern Sales Area Manager of Foshan Henlitai Machinery Co., Ltd.
Liu Jiajie, Northern Sales Area Manager of Foshan Delitai Technology Co., Ltd.
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As well as elites from the entire industry chain in Zibo and surrounding production areas, and representatives from more than 10 media including China.com, Zibo Daily, Zibo Evening News, Tencent, Qilu.com, Luzhong.com, Dazhong.com, Ceramic Information Network, and China Ceramics Network. Attend this conference and jointly add new impetus to the bright future of Zibo's ceramics industry!
Regain confidence
Reshape the new ecology of Zibo's ceramics industry
At a time when various production areas across the country are facing transformation pressures such as "coal to gas" and industrial transfer, how can the Zibo production area, which has taken the lead in embarking on the fast lane of high-quality development, remain invincible in future competition?
Ouyang Tiansheng, President of "Ceramic Information" newspaper
"For the Zibo production area, although it faces many challenges, entrepreneurs have the courage to face challenges, rise to the difficulties, and break out of the cocoon. Confidence and determination cannot be lost." Ouyang Tiansheng, president of the "Ceramic Information" newspaper, pointed out that Zibo The future lies in market breakthrough and industrial revitalization. However, market breakthrough and industrial revitalization require both firm confidence and a clear direction.
Ouyang Tiansheng believes that the industrial ecological chain of Zibo production areas has changed, but the "Zibo spirit" of product innovation cannot be lost. At the same time, on the premise of creating categories and improving quality, we should deepen the integration of production resources, improve overall design, strengthen the creation of independent channels, adhere to multi-channel development, strengthen cross-border cooperation, consolidate the terminal service system, and build a new brand system.
Zhao Peng, Director of Zibo Taoliu Light Textile Industry Development Center
Zhao Peng, director of Zibo Ceramics and Textile Industry Development Center, believes that changes such as overcapacity, declining demand, consumption upgrades, etc. have put forward higher requirements for the ceramics industry. Zibo Construction Ceramics, which has achieved transformation and upgrading, has taken the lead in overcoming the past era of single pursuit of scale, and has embarked on a high-quality development path of green, branding, quality and high-end.
Zhao Peng encouraged Zibo ceramics entrepreneurs to use the spirit of the Foolish Old Man to move mountains, the spirit of Kong Rong to let go of pears, and the spirit of working hard to make the real economy bigger and stronger, and use innovation to forge new glory for Zibo's ceramics industry, so that "Jiangbei Porcelain" "all" glow with new brilliance.
Liang Jinhua, member of the Party Working Committee and Deputy Director of the Management Committee of Zibo Economic Development Zone
“Zibo is the architectural ceramics production area with the largest industrial scale, the most complete industrial chain, and the strongest innovation ability in northern my country. Its products cover the Northeast, Northwest, Central Plains, Jiangsu, Zhejiang, and Shanghai.” Member of the Party Working Committee of Zibo Economic Development Zone, Liang Jinhua, deputy director of the Management Committee, fully affirmed the huge contribution made by the construction and ceramics industry to Zibo's economic development, and also hoped that Zibo Construction and Ceramics can create a better tomorrow.
Ma Jie, General Manager of China (Zibo) Ceramics Headquarters and Customized Industrial Base
Under the tide of transformation and upgrading, Zibo Ceramics Production Area has steadily reached a new level of development through unremitting efforts, benefiting from the joint efforts of enterprises, governments, associations, platforms and other parties. As an important trading platform for home building materials in the north, China (Zibo) Ceramics Headquarters and Customized Industrial Base has played an incomparably important role.
Ma Jie, general manager of China (Zibo) Ceramics Headquarters and Customized Industrial Base, said that the platform helps companies build brands, develop channels, and innovate marketing models by holding operational activities such as the China Jiangbei Ceramics Expo and Trade Fair every year. In the future, we will continue to work with all parties to play a greater role in helping the industry integrate and innovate, explore the road to integration, and achieve win-win cooperation!
Can Chinese ceramic tile sales return to the peak of tens of billions?
Gong Wei, Secretary General of China Building and Sanitary Ceramics Association
"The output of building ceramics (bricks) decreased by about 15%, the export volume dropped by about 1/3, and the average export unit price dropped by 19%; the per capita labor productivity of ceramic brick enterprises increased by more than 60%; the top ten industries in building ceramics sales were concentrated The degree has increased from 12% to 15%; for the first time, tens of billions of companies have been born in the industry, and leading companies are actively embracing the capital market."
2020 is the final year of the “Thirteenth Five-Year Plan”. Secretary of the China Building and Sanitary Ceramics AssociationChang Gongwei made a detailed summary of the development of China's ceramics industry during the "Thirteenth Five-Year Plan" period.
Gong Wei introduced that during the "Thirteenth Five-Year Plan" period, the gap between the development level of China's building ceramics industry and foreign advanced levels has further narrowed, and the journey of energy conservation, emission reduction, and intelligent manufacturing has begun. At the same time, the domestic and foreign market demand and production capacity supply of building ceramic products have gradually declined after reaching their peak, and the process of industry structural adjustment and elimination of backwardness has accelerated.
According to 2019 data analysis, China's ceramic tile sales have dropped from the peak of 10 billion square meters to 6-7 billion square meters. However, the rise of rock slabs has brought new opportunities and new blue oceans for enterprise development. As of September 2020, China has more than 90 slate production lines from 7 two years ago, and its production capacity has ranked first in the world. Gong Wei believes that the emergence of rock slabs may bring China's total ceramic output back to its peak of 10 billion.
At the same time, Gong Wei introduced the industry-related development goals of the "14th Five-Year Plan" proposed by the China Building and Sanitary Ceramics Association:
1. The per capita labor productivity of ceramic construction (including slate) enterprises exceeds 1.2 million yuan.
2. The per capita labor productivity of advanced brand enterprises exceeds 1.6 million yuan.
3. Cultivate 3 to 5 well-known backbone enterprises with sales of more than 15 billion.
4. The research and development expenditure of outstanding enterprises accounts for more than 5% of the main business income.
5. The concentration ratio of the top ten industries in terms of sales of architectural ceramics exceeds 20%.
Zibo Ceramics
Is it to win by scale or by brand competition?
Chen Xianwei, Vice President of Guangdong Yingpai Ceramics Group
Chen Xianwei, Vice President of Guangdong Yingpai Ceramics Group, conducted an in-depth analysis of the development status of China's building ceramics industry from four aspects: industry structure, market structure, product competition, and brand competition, and put forward relevant suggestions on the future development direction of Zibo Ceramics.
“Today’s Chinese ceramics are the tomorrow of Indian ceramics, and today’s Italian ceramics are the tomorrow of Chinese ceramics.” Chen Xianwei believes that the world has formed the highest-end and mid-range represented by the three major ceramic building countries of Italy, China and India respectively. , the lowest-end competitive landscape. China's ceramic construction industry has entered the second half from its golden 40 years.
Chen Xianwei believes that future market competition will be product competition, brand competition, and channel competition. An enterprise must have these three elements at the same time to compete in the market.
Zibo Ceramics has tenacious vitality and has theWith a good product foundation and design foundation, it has the advantage of building a brand. There is no reason to compete for production capacity and costs. In the future, Hao will definitely occupy an important place in China's ceramic industry. Therefore, Chen Xianwei put forward two expectations for Zibo Ceramics: "First, take off the old hat of high energy consumption, high pollution and high risk, which has actually been taken off; second, put on the new high-tech, high-standard, high-value Clothes."
Look at ceramic tile brands and products from another angle
Chen Gaozhao, founder of Filona Cement Tile
Chen Gaozhao, the founder of Ferona Cement Tiles, analyzed whether companies should build brands and how to build brands from the perspective of operations and business logic, and discussed in detail the ideas for product development from the front-end and back-end of development.
Chen Gaozhao believes that the ceramic industry is an absolute sunrise industry from the perspective of brand interpretation and development; although the world is full of uncertainties, we can use our own super certainty to hedge against the uncertainty of the outside world.
In terms of ceramic tile product development, Chen Gaozhao pointed out that the current status of product development in China basically only has three business formats: one is the boss's preference, the other is technology development, and the third is sales development. It leads to five results: borrowing without thinking, that is, the random stick model, that is, hitting the snake with a stick model, systematic borrowing, that is, the Nongfu Spring model, borrowing from nature, that is, the original model, and starting research and development from studying the origin of things, that is, Origin mode. The ceramic industry needs more innovative models.
(The article is reproduced from Ceramic Information)
