Analysis of the six development trends of China's ceramic industry

China is an ancient country in ceramic production and the world's largest producer and exporter of ceramics. It has made tremendous contributions to the development of the world ceramic industry. In the past 2011, China's ceramic industry has continuously absorbed advanced technology equipment and design concepts from European ceramic powers, while strengthening self-innovation, and achieved good results in the application of new technologies and product research and development.

However, the Chinese ceramics industry in 2011 is full of many unstable factors. Among them, the national macro-control policies and European anti-dumping sanctions against Chinese ceramics have a greater impact on the ceramic industry, while the exchange rate of the RMB and inflation have made ceramic enterprises The days are very difficult. Despite this, most ceramic companies have achieved a steady increase in production and sales. Overall, the development of China's ceramic industry in 2011 was relatively stable.

Ceramic production capacity continues to grow

In recent years, China's ceramic production areas have sprung up, and ceramic production capacity has also been greatly improved. According to the latest data from relevant agencies, at present, there are 3,275 ceramic tile production lines in China, and the annual production capacity will exceed 10 billion square meters. The top three provinces in the production line are Guangdong, Shandong and Fujian. China continues to maintain its position as the world's largest producer of ceramics, the number one ceramic tile per capita, and the number one ceramic exporter.

According to the National Bureau of Statistics, as of November 2011, the national ceramic tile production reached 8 billion square meters, an increase of 14.9%, sales of more than 300 billion yuan, an increase of 31%; ceramic tile exports exceeded 900 million square meters, The increase was 16%. China produced 18.2 million sanitary ceramic products, a year-on-year increase of 42.20%. Among them, the production of enamel tiles was 30.71 million square meters, an increase of 2.06%. The output of enamel tiles in the country reached 260 million square meters, an increase of 22.10%. Among them, the production of enamel tiles in Fujian Province reached 210 million square meters, an increase of 37.68%, accounting for 82.70% of the national total.

In terms of sanitary ceramics, from January to November 2011, the output of sanitary ceramics nationwide reached 180 million pieces, an increase of 17.17% year-on-year. Judging from the output of various provinces and cities, in the first 11 months of 2011, the top three provinces and cities producing sanitary ceramics in the country were Henan, Guangdong and Hebei, accounting for 45.20%, 16.53% and 12.07% of the total output respectively.

Domestic and international situation is not conducive to the development of ceramic industry

Since 2010, China's real estate market has encountered a series of policy adjustments. Since then, the real estate policy has become more stringent. The second-home mortgage loan down payment ratio and interest rate have been raised. Three or more mortgages have been suspended. The ceramic industry is the upstream industry of the real estate industry. It has also been greatly affected by real estate policies. In 2011, the property market in all parts of the country was bleak, and ceramic products lost their stage of use. The phenomenon of production suspension occurred in all major producing areas across the country, and corporate stocks were more serious.

The RMB exchange rate continued to rise in 2011, and the exchange rate of the US dollar against the RMB broke through the barriers of 6.6 and 6.5. The continued appreciation of the renminbi has greatly affected the domestic export business, and the ceramic industry has also been affected. In addition, China's inflation and economic overheating, soaring prices, leading to rapid increase in ceramic raw material prices, fuel prices, transportation costs.

In terms of the international situation, on September 15, 2011, the EU final anti-dumping ruling on ceramic tiles was officially promulgated. In the end, the tax rate for export of domestic ceramic enterprises to Europe was from 26.3% to 69.7%, but only some enterprises enjoyed a low tariff rate of 26.3%. Most companies have an intermediate tax rate of 30.6%, and some companies have been set to a high tariff rate of 69.7%. For most Chinese ceramics enterprises exporting to the EU, this is undoubtedly sentenced to “death penalty”. In 2011, the number of ceramic products exported from China to the EU also dropped sharply. At the same time, countries such as South America and East Asia began anti-dumping against Chinese ceramic tiles, which made the export road of Chinese ceramic enterprises full of thorns.

Low carbon environmental protection is the only way

With the development of the economy and society, the concept of low-carbon and environmental protection has become more and more popular among the people. The great practice of China's reform and opening up also fully shows that the old road of pollution first and then governance is doomed to work. It cannot be at the expense of resources and environment, in exchange for the temporary development of the economy, but the path of building a resource-saving and environment-friendly society. Achieve economic, social and ecological coordination and sustainable development. Low carbon and environmental protection are the only way to achieve long-term development. In recent years, the transformation of Foshan Ceramics from "factory economy" to "headquarters economy" is a good example. In 2012, the state will continue to increase supervision over high consumption and high pollution. For the ceramic industry, energy conservation and emission reduction work has a long way to go. Ceramic enterprises should attach great importance to their thinking and implement them in action. Facing the challenge, we will work hard to catch up, comprehensively promote the development of energy conservation and emission reduction, build a low-carbon economy, low-carbon products, and low-carbon enterprises, and comprehensively accelerate the development of the "low-carbon" economy.

Resource protection is the way to survive

Economic development must be based on the carrying capacity of resources and environment. Ceramic raw materials, especially high-grade raw materials, as a non-renewable resource, will eventually be exhausted and exhausted, and the extensive production methods that rely on increased investment and expansion of resources will accelerate the consumption of ceramic resources. Especially in the current situation that domestic high-quality ceramic raw materials including Jingdezhen kaolin has been depleted, the development model of intensive ceramics with less resource consumption will be increasingly concerned and valued by all parties, and it will be promising in the future. Therefore, strengthening resource protection, creating resource-saving enterprises, and taking a new modern industrialization road have become the development trend of ceramics. This is not only the national industrial policy, but also in line with the reality of the ceramic industry, and it is also the survival of the ceramic industry.

Brand building is the foundation of the enterprise

In today's world, when the brand enters the era of brand competition, the market competition of China's ceramic industry is mainly represented by competition among brands. Therefore, enterprises must enhance brand awareness, closely integrate the actual situation of the enterprise, formulate the brand development strategy, establish the target planning and feasibility implementation steps at different stages, grasp the cultivation of the brand, and strive to create a ceramic brand. Enterprises should regard the improvement of product quality as the foundation of brand development and the life of enterprises. As the survival and development of enterprises, the enterprise should be grasped and the enterprise will be in an invincible position in the competition.

Independent innovation is the driving force for development

Since ancient times, Chinese ceramics have had the tradition of independent innovation, and the famous porcelains of famous kiln in the past are empirical. In today's fierce competition, in order to survive and develop, ceramic enterprises must focus on the independent innovation of enterprises, widely adopt new technologies, new processes, new materials, continuously improve product design, accelerate technological transformation, absorb advanced technologies, and develop new products. In particular, we will focus on the research and innovation of products with high added value, so that people have no one, and people have new ones. As we all know, the value of ceramics is mainly reflected in the design, production process and added value of the brand. Simple repetitive processing and rough imitation are destined to stand at the bottom of industrial development, and the combination of carefully designed and finely crafted products can get rid of the vicious circle of traditional ceramics low-price competition, increase profit margins, and seize the commanding heights of the ceramic industry. Independent innovation will be a strong driving force for enterprise development.

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