Passive transformation of major ceramic producing areas in China in 2012

In the past 2012, the ceramic industry encountered problems such as market coldness and overcapacity in the country. Many ceramic enterprises have used old thinking to a certain extent, and the product has become more homogenized after being introduced to the market. On the other hand, due to the sluggish housing market, the ceramics market has shrunk further. Some products with vague market positioning have experienced different degrees of slow sales, and further affected the clearance of ceramic enterprises and cargo turnover.

Under this circumstance, many ceramic enterprises that originally focused on polishing traditional products such as bricks and ceramics began to transform passively, and explored their own breakout path with personalized market as a breakthrough. As a result, in 2012, the major ceramic producing areas in the country suddenly set off a wave of turnaround.

Jinjiang: Is it closed or rerouted?

For ceramic enterprises in Jinjiang production area, the market was bleak in 2012, and it also faced other problems such as rising raw material prices and rising labor costs. Many ceramic companies believe that the overall industry situation in 2012 is similar to that of the previous year, and the market is further saturated. Many companies with traditional operations and single products have become victims of overcapacity. Under this circumstance, some enterprises have slowed down and closed some production lines to protect themselves. “The shutdown is a loss, and the opening is also a loss. Compared with the two, the shutdown is less. What we can do now is to hope that the overall market environment will improve in 2013.” A ceramics factory official was interviewed. This is indicated. This passive and negative attitude is quite representative among some enterprises in Fujian production area.

On the other hand, some Fujian ceramic companies are still optimistic about the future situation. Fujian Huatai Group Co., Ltd. pushes green new products - TOB sheet. Just after launching the TOB sheet global series of academic activities in Taiwan, the next step is to enter the Middle East. Energy conservation and low carbon represent the government's expectation for the ceramics industry. It is also the direction that the official organizations are trying to guide. Perhaps, in the new year, the market situation is still unclear, Huatai Group's move not only conforms to the situation, It can also be called the pioneering development of the blue ocean of the market.

In addition, inkjet technology has also quietly entered the Fujian production area, bringing new hope to ceramic enterprises. Fujian Mingsheng Ceramics Development Co., Ltd. ordered two inkjet printing equipments from Foshan at the end of 2011. Now, its designer team is basically in place. In the next stage, the company will invest heavily in the production of inkjet ceramics. Inkjet technology has long been regarded as a revolutionary technology, and with the promotion of the technology in the Fujian production area, it can change the Fujian production area map in the future.

Exterior wall tiles have always been the mainstream products in the Fujian production area, and they have also been cold in the past year. The industry believes that the development of functional tiles will become a self-help way for exterior wall tiles.

Jiajiang: Many ceramic enterprises switch to full glaze and microcrystalline stone

Similar changes in the transfer line also occurred in the Jiajiang production area in Sichuan.

It is understood that due to changes in market conditions, the transformation of Jiajiang ceramics production line is also significant, mainly concentrated in the production lines of Siwa, exterior wall tiles, polished tiles, antique bricks and so on. Among them, Sichuan Xinzhongyuan's four polished tiles were converted into full-glazed and microcrystalline stone production; Xinwanxing rectified two electric board-fired exterior wall brick production lines; Huahong converted the original one antique brick production line into a full-throwing Glaze production; Jintao, one of the polished brick production lines is converted into full-glazed and microcrystalline. In addition, Jianxiang has rectified an interior wall brick production line, which eventually made it the largest tile production base in Sichuan.

It is understood that the change of Tao enterprises is due to the intensified competition of traditional polished tiles and tiles, and the profit is thin. Only the enterprises with high brand awareness can still maintain a certain profit margin, while other enterprises are forced to transform, but the terminal market is weak. Products such as spar and full-glazed glaze are gradually becoming popular, and some of these re-branded companies have seen hope.

Zibo: Introducing inkjet equipment on a large scale to upgrade product quality

The ceramic enterprises in the Zibo production area have also turned their attention to products such as glaze and microcrystalline.

According to an industry insider, about 40 production lines in Zibo are currently in the transformation stage, and most of the production lines that have changed the production of full glaze have reached more than 20, accounting for more than half of all the production lines being transformed. According to the reporter's understanding, after the transformation of the entire glaze production line, the number of full glaze production lines in the Zibo production area will exceed 100, and the total number of glaze production lines will occupy the first place in each production area.

Since 2011, the Zibo production area has actively introduced inkjet printing machines, and the inkjet interior wall tiles and all-polishing glaze products have been very strong in market sales and occupy a very large market share. This strong development has added great development confidence to Zibo manufacturers, and also attracted more ceramic manufacturers to assemble the two products of full glaze and interior wall tiles.

According to the sales staff of Zibo Machinery Co., Ltd., in 2012, the production capacity of polished bricks in emerging production areas such as Henan and Hebei increased, which is an important factor for Zibo enterprises to change their polished brick production lines. An insider believes that the market for polished tiles in the environment affected by the big environment is not good, especially the polished brick products in Zibo production area have little advantage, the profit point is extremely low, and the product has not enough room for development, thus triggering the above products. Adjusted to the main reason for the current hot-selling full-glazed or interior wall tiles.

“This year's all-glazed glaze products have opened up in the terminal market. Many dealers who originally operated polished tiles have gradually resold all-glazed glazes. Dealers are also consciously starting to reduce the volume of polished tiles, and gradually reduce their efforts and efforts. Put it on the full glaze product." Xu Weipeng ceramics general manager Hu Weihao told reporters.

“As of the end of 2012, the production line under renovation in Zibo production area plus the total production line of glazing in production has exceeded 100. This shows that Zibo full glaze products have a certain scale of production, which is a full glaze product in China. In Zibo, Zibo is the production area with the largest number of production lines and the largest production capacity.” Some industry people are not worried.

Foshan: Improve the product chain and vigorously develop supporting products

For a long time, the Guangdong production area has an unshakable leading position for the Chinese ceramics industry. The re-routing behavior of other producing areas is, to some extent, the step after the Guangdong production area. Nowadays, most Foshan brands have all products such as glaze and microcrystalline stone. The company's product line is more complete, so it is easier to form a scale effect.

In addition, the change with macroscopic significance is that the products are more diversified, focusing on the polished crystal bricks, the background wall, the small-sized ceramic tiles, and even the industry rookie who has turned into a full-glazed microcrystalline stone as an accessory product, and has also inspired the industry to develop. A brand new market blue ocean. The industrial chain is further complete, and the product classification is more like, which promotes the further development of the entire industry.

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