On the whole, China cannot yet be considered as a strong country in building ceramics. Compared with Italy and Spain, the main gaps are reflected in the product prices, brand influence, channel control capabilities, original capabilities of the equipment supporting industry and the construction of the world's equipment in the international market. Tao industry's right to speak. Only in these areas can we catch up, approach or achieve the level of the Italian and Western forces, China can truly become a powerful country.
At the beginning of 2012, the wind was blowing.
The wind knife swords and swords are intensified to focus on the whole world. Under the increasingly severe and almost collapsed debt crisis in Europe and the United States, the global economic situation is equally gloomy and lamenting.
Turning to the country, investment, real estate, and exports are known as troikas that have driven China's economy forward at high speed in recent years. However, this three-wheeler was almost at the same time in 2011.
A few days ago, the seriousness of the export situation made it clear that the negative impact of China’s 4 trillion investment in the rescue of the market has also surfaced and caused public doubts about the country’s national retreat. However, there have been deep social inconsistencies such as unfair distribution of wealth and rampant interest groups. The discussion of the causes has even involved the entire political aspect.
Under the high pressure regulation of real estate industry in 2011, the downturn is an indisputable fact. The inflectionists always believe that the current V-curve has reached the bottom and the rebound is coming. However, as far as the current situation is concerned, 2012 may not be the turning point. With the myth that housing prices only risen, and the real estate industry has lost a lot of profits, the era of super-profiteering has become difficult to recover. The so-called rebound can only return to normal industrial conditions.
According to the recent survey conducted by relevant media, it can be seen that the annual production capacity of China's architectural ceramics has reached 10 billion square meters, and individual scale-type enterprises have also issued a rhetoric of over 10 billion in annual sales. The rapid growth of industries and enterprises is just like a steep curve outlined by the letter. This is also a dangerous cliff faced by our building ceramics industry.
The so-called dangerous cliff is not an alarmist but a timely and pragmatic statement. It should be soberly realized that behind such strong growth in the industry, it is still relying on the support of high consumption, large-scale production, and large-capacity production. Under this extensive state of development, the ceramic enterprises can live very well during the economic boom. Nourishment, and once the economic crisis comes, the days of building a ceramic company will be difficult. In the second half of 2011, the Jiantao Market suddenly encountered cold currents, and the cold and saddles in front of the door were sparse. The more the enterprises relying on this extensive development model, the harder it is to survive. The argument that the industry is about to reshuffle is also looming.
In the midst of a slowdown, the author believes that in the long run, the future of the pottery industry will continue to be bright, but the growth rate must slow or even take a strategic contraction, relying on large capacity, high consumption, and large-scale production. The extensive growth mode must also stop. Maybe many people are still imagining that they can return to the past after this crisis. This mentality is obviously unwise. In 2011, the ceramic industry first compiled the national “Twelfth Five-Year Plan†and established long-term development direction and goals for the industry. The author had the privilege of participating in the planning and discussion as an expert representative of the industry. At the same time as voicing and appealing for the interests of the industry, I also felt that we would face major adjustments to the ceramic industry, and the original Qingyuan should be the only way for the development of the industry.
In 2012, the key to the development of the industry must fall under the word “reconstructionâ€. Only refactoring can find the opportunity for the rejuvenation of China’s ceramic pottery; only reconstructing can accomplish the glory and dream of becoming stronger and stronger. Then, how to reconstruct the ceramic industry? How can we become stronger?
First of all, the future reconstruction of the industry must build a theoretical platform for the development of the industry.
Today, we have gone through thirty years of experience and instinctive barbarism. There have been many valuable experiences during this period, but there have also been bitter lessons. However, the status of the industry lacking theoretical guidance and public speaking rights has not changed significantly. . It is time to sum up and sum up, to build a theoretical platform for the development of the industry, from the development of the industry to corporate management, from technical research to humanistic exploration, to raise the perceptual knowledge in the practice of industrial development to a theoretical height, and to make the industry public The transformation of knowledge into industrial forces, the establishment of industry alliances, the strengthening of the industry's mouthpieces, and the sounding of the industry’s own voice at the government and public level, can result in more understanding and recognition of the ceramic industry, and it is truly healthy. A new era of development.
Second, the rebirth of the industry from big to strong, must rely on a new model of innovation. Its aim is to improve from cost innovation to value innovation, from focusing only on volume growth to paying more attention to qualitative improvement.
At present, China’s ceramic building industry has far away from competitors in terms of scale. Both Italy and Spain have negligible proportion of their production capacity, and from the perspective of development trends, this pattern will not be in the next few years. There will be big changes.
On the whole, China cannot yet be considered as a strong country in building ceramics. Compared with Italy and Spain, the main gaps are reflected in the product prices, brand influence, channel control capabilities, original capabilities of the equipment supporting industry and the construction of the world's equipment in the international market. Tao industry's right to speak. Only in these areas can we catch up, approach or achieve the level of the two Italians and the West, can China truly become a powerful building ceramics, supplemented by an unparalleled scale advantage. By then, China will not only build a strong nation, but also build the world. Tao’s dominance.
In recent years, in the aspect of brand promotion and channel construction, through continuous introduction of new products and continuous enrichment of display methods, China Ceramic Building Enterprise has initially formed its own characteristics in product display and brand marketing. This set of Chinese models is gradually being replicated in a number of developing countries. It is still difficult to assert whether it can succeed or not. According to the Korean auto industry, although South Korean automobiles have no advantage in terms of quality or brand, they can be located in the world as long as they identify market positioning. The successful promotion and sales throughout the country also provided some inspiration and confidence to China’s ceramic industry.
From the point of view of value innovation, Chinese ceramics have thousands of years of history and cultural precipitation, which is beyond any country’s reach. This is the root of China’s building of pottery, and it is also a unique advantage of building ceramic pottery in China, injecting more products into the ceramic products. More ceramic culture and artistic connotation. It is the key to the full glory of China’s building ceramics. It should be emphasized that the granting of product cultural values ​​also needs to keep pace with the times and continue to innovate. For example, the Swiss watch has once created a glorious history based on its technological and technological superiority. However, in the present day when the practical function of the watch has been declining, the Swiss watch has not been defeated by a more practical electronic watch and a more cost-effective Japanese watch. Is a symbol of classic and stylish synonymous, identity and taste, this success paradox depends not only on Switzerland's long history of watch culture, more consistent with contemporary lifestyle product design concepts and the new emotional value of the grant. This is also the only way to increase the added value of China's ceramic products.
From the perspective of global competition, we should not only see the current domestic predicament, but we must also see that Italy, Spain and other powerful ceramic companies are much more difficult than ours. In any case, we also have one of the world’s largest and most powerful domestic markets as the backing. The decline of Italy and Spain is the best time for us to grow into a powerful country in the world.
However, in the final analysis, the industry's development strategy must be implemented by the company. The quality of the industry depends on the quality of the company. The strength of the industry depends on the strength of the company. With the advent of the era of industrial restructuring, companies should take advantage of the situation, take advantage of the situation, and make corresponding changes in business strategy.
With regard to the development strategy of Chinese building ceramics enterprises under the new situation, the author puts forward several points with colleagues in the industry:
First, the company's positioning is precise and avoids vicious competition.
Precise positioning is the only way for companies to cope with a sinister competitive environment. Each building ceramics company should identify its own brand positioning, determine product positioning based on its own brand positioning, as well as the scale and grade of the exhibition hall. For example, do not build a large swarm. The exhibition halls all take the so-called luxury route. The alignment of products, brands, and target markets can optimize the allocation of industrial resources, avoid vicious competition and waste of resources, and enable enterprises and industries to develop sustainably.
Second, pay attention to lean production and implement a green strategy.
Under the background of the country's intense transformation of economic growth, lean production and green strategies should become the consensus of all enterprises in the industry. From extensive production to lean production, from predatory nomads to self-conscious environmentalists, both cost control and efficiency gains have been achieved in order to achieve greater revenues and lower expenditures. This will not only enable building companies to increase the efficiency of the use of management resources, but also contribute to The entire ceramics industry has got rid of the notoriety of “three highs and one capitalâ€, thus reducing government intervention and policy constraints.
Third, innovative marketing models to reduce intermediate links.
As a semi-finished product, there are many intermediate links in the distribution channel of building ceramic products, which not only drastically increases the circulation cost, but also weakens the service and control ability of the building ceramics enterprises to the terminal. In the future, competition in the channels will inevitably intensify. Each building company should adopt a more flexible and compound channel model based on its own positioning and the characteristics of the target market, and strive to shorten the distance from the terminal.
What deserves special attention is that the increasingly severe impact of e-commerce on traditional entity management is an indisputable fact, so that “whether or not an online store can replace a physical store†has also aroused hot debate in the industry. Based on the properties of semi-finished products of ceramic products and the attributes of inductive consumer goods, the e-commerce platform's dissemination function should be greater than the sales function. This is particularly evident in the domestic market sales. However, with the continuous popularization and deepening of network marketing, how to use the network marketing channels? It is bound to be the top priority of the future marketing model innovation.
Fourth, from "weight" to "heavy", reduce export dependence.
Exporting “heavy weight†is one of the catastrophes of China’s ceramic industry. In recent years, with the continuous increase in the balance of production and sales, despite the meager export profits, there are still many ceramic companies that are eager to entertain and enjoy the export channels. Formed a serious dependency. This crazy dumping has not only attracted the people of the country, but it has finally triggered a global anti-dumping action. This has also led to a narrower export channel for China's ceramic products, and has been forced to raise prices overall.
As far as building ceramics enterprises are concerned, the gap between technological equipments is not large, and the differences in technological innovation are increasingly difficult to implement. Therefore, product value innovation is mainly in terms of creativity and design. For some companies with weak or weak positioning, they can mainly cooperate with foreign countries, supplemented by their own changes. The companies that do high-end brands face the high-end market, and their creative needs are even greater. The demand for their own creative ability is undoubtedly higher. So for different companies, different markets, different consumer groups, the ratio between innovation, creativity, and the ratio between cost and added value are not the same.
Space supporting creative products also fall into this category. In the future, not only is a tile sold, but also the entire space and space products, including space derivatives. This is the general direction of the future development of the ceramic industry. It is precisely for this reason that when companies change from "weight" to "heavy quality", they must have a direction that best suits them. They should not blindly copy other people's product value innovation models.
Fifth, face the big wave of Esha, and timely rapid flow back.
Although the reconstruction of the industry is the trend of the times, the ceramic industry does not appear to have the so-called “shuffle†phenomenon that the media likes to exaggerate, but is gradually moving toward differentiation. In fact, the entire industry has gradually become more orderly than before, and many companies are doing their own thing. The huge capacity and diversified nature of the market also provide such a realistic condition. Most enterprises can be caught in the market. Find your own living space.
Of course, Ebb Tide is also an inevitable phenomenon in the course of development of any industry. This is an historical law that is not easy to follow, and it is not based on the company's own wishes. In 2012, it was only the beginning of the industry winter. The harsher winter has yet to come. It can be predicted that no matter whether you take the initiative or be forced, there will inevitably be some historical stages that can't adapt to the cold winter's withdrawal from the industry. If you withdraw, you will gain more initiative in the passive. As soon as the mad sand blows to gold, as the backward production capacity is eliminated, the entire industry will also achieve a qualitative leap.
Concluding remarks: The blessings and misfortunes depend on one another. In the face of the increasingly severe domestic and international situation, the building ceramics enterprises only face dismal, give up illusions, go forward bravely, and make every effort to improve the situation. The so-called “prosperity†is the same for the pottery industry. It rises under the scorching sun and stands proudly in the cold. The Chinese pottery industry will eventually become strong and build a strong pottery nation!
At the beginning of 2012, the wind was blowing.
The wind knife swords and swords are intensified to focus on the whole world. Under the increasingly severe and almost collapsed debt crisis in Europe and the United States, the global economic situation is equally gloomy and lamenting.
Turning to the country, investment, real estate, and exports are known as troikas that have driven China's economy forward at high speed in recent years. However, this three-wheeler was almost at the same time in 2011.
A few days ago, the seriousness of the export situation made it clear that the negative impact of China’s 4 trillion investment in the rescue of the market has also surfaced and caused public doubts about the country’s national retreat. However, there have been deep social inconsistencies such as unfair distribution of wealth and rampant interest groups. The discussion of the causes has even involved the entire political aspect.
Under the high pressure regulation of real estate industry in 2011, the downturn is an indisputable fact. The inflectionists always believe that the current V-curve has reached the bottom and the rebound is coming. However, as far as the current situation is concerned, 2012 may not be the turning point. With the myth that housing prices only risen, and the real estate industry has lost a lot of profits, the era of super-profiteering has become difficult to recover. The so-called rebound can only return to normal industrial conditions.
According to the recent survey conducted by relevant media, it can be seen that the annual production capacity of China's architectural ceramics has reached 10 billion square meters, and individual scale-type enterprises have also issued a rhetoric of over 10 billion in annual sales. The rapid growth of industries and enterprises is just like a steep curve outlined by the letter. This is also a dangerous cliff faced by our building ceramics industry.
The so-called dangerous cliff is not an alarmist but a timely and pragmatic statement. It should be soberly realized that behind such strong growth in the industry, it is still relying on the support of high consumption, large-scale production, and large-capacity production. Under this extensive state of development, the ceramic enterprises can live very well during the economic boom. Nourishment, and once the economic crisis comes, the days of building a ceramic company will be difficult. In the second half of 2011, the Jiantao Market suddenly encountered cold currents, and the cold and saddles in front of the door were sparse. The more the enterprises relying on this extensive development model, the harder it is to survive. The argument that the industry is about to reshuffle is also looming.
In the midst of a slowdown, the author believes that in the long run, the future of the pottery industry will continue to be bright, but the growth rate must slow or even take a strategic contraction, relying on large capacity, high consumption, and large-scale production. The extensive growth mode must also stop. Maybe many people are still imagining that they can return to the past after this crisis. This mentality is obviously unwise. In 2011, the ceramic industry first compiled the national “Twelfth Five-Year Plan†and established long-term development direction and goals for the industry. The author had the privilege of participating in the planning and discussion as an expert representative of the industry. At the same time as voicing and appealing for the interests of the industry, I also felt that we would face major adjustments to the ceramic industry, and the original Qingyuan should be the only way for the development of the industry.
In 2012, the key to the development of the industry must fall under the word “reconstructionâ€. Only refactoring can find the opportunity for the rejuvenation of China’s ceramic pottery; only reconstructing can accomplish the glory and dream of becoming stronger and stronger. Then, how to reconstruct the ceramic industry? How can we become stronger?
First of all, the future reconstruction of the industry must build a theoretical platform for the development of the industry.
Today, we have gone through thirty years of experience and instinctive barbarism. There have been many valuable experiences during this period, but there have also been bitter lessons. However, the status of the industry lacking theoretical guidance and public speaking rights has not changed significantly. . It is time to sum up and sum up, to build a theoretical platform for the development of the industry, from the development of the industry to corporate management, from technical research to humanistic exploration, to raise the perceptual knowledge in the practice of industrial development to a theoretical height, and to make the industry public The transformation of knowledge into industrial forces, the establishment of industry alliances, the strengthening of the industry's mouthpieces, and the sounding of the industry’s own voice at the government and public level, can result in more understanding and recognition of the ceramic industry, and it is truly healthy. A new era of development.
Second, the rebirth of the industry from big to strong, must rely on a new model of innovation. Its aim is to improve from cost innovation to value innovation, from focusing only on volume growth to paying more attention to qualitative improvement.
At present, China’s ceramic building industry has far away from competitors in terms of scale. Both Italy and Spain have negligible proportion of their production capacity, and from the perspective of development trends, this pattern will not be in the next few years. There will be big changes.
On the whole, China cannot yet be considered as a strong country in building ceramics. Compared with Italy and Spain, the main gaps are reflected in the product prices, brand influence, channel control capabilities, original capabilities of the equipment supporting industry and the construction of the world's equipment in the international market. Tao industry's right to speak. Only in these areas can we catch up, approach or achieve the level of the two Italians and the West, can China truly become a powerful building ceramics, supplemented by an unparalleled scale advantage. By then, China will not only build a strong nation, but also build the world. Tao’s dominance.
In recent years, in the aspect of brand promotion and channel construction, through continuous introduction of new products and continuous enrichment of display methods, China Ceramic Building Enterprise has initially formed its own characteristics in product display and brand marketing. This set of Chinese models is gradually being replicated in a number of developing countries. It is still difficult to assert whether it can succeed or not. According to the Korean auto industry, although South Korean automobiles have no advantage in terms of quality or brand, they can be located in the world as long as they identify market positioning. The successful promotion and sales throughout the country also provided some inspiration and confidence to China’s ceramic industry.
From the point of view of value innovation, Chinese ceramics have thousands of years of history and cultural precipitation, which is beyond any country’s reach. This is the root of China’s building of pottery, and it is also a unique advantage of building ceramic pottery in China, injecting more products into the ceramic products. More ceramic culture and artistic connotation. It is the key to the full glory of China’s building ceramics. It should be emphasized that the granting of product cultural values ​​also needs to keep pace with the times and continue to innovate. For example, the Swiss watch has once created a glorious history based on its technological and technological superiority. However, in the present day when the practical function of the watch has been declining, the Swiss watch has not been defeated by a more practical electronic watch and a more cost-effective Japanese watch. Is a symbol of classic and stylish synonymous, identity and taste, this success paradox depends not only on Switzerland's long history of watch culture, more consistent with contemporary lifestyle product design concepts and the new emotional value of the grant. This is also the only way to increase the added value of China's ceramic products.
From the perspective of global competition, we should not only see the current domestic predicament, but we must also see that Italy, Spain and other powerful ceramic companies are much more difficult than ours. In any case, we also have one of the world’s largest and most powerful domestic markets as the backing. The decline of Italy and Spain is the best time for us to grow into a powerful country in the world.
However, in the final analysis, the industry's development strategy must be implemented by the company. The quality of the industry depends on the quality of the company. The strength of the industry depends on the strength of the company. With the advent of the era of industrial restructuring, companies should take advantage of the situation, take advantage of the situation, and make corresponding changes in business strategy.
With regard to the development strategy of Chinese building ceramics enterprises under the new situation, the author puts forward several points with colleagues in the industry:
First, the company's positioning is precise and avoids vicious competition.
Precise positioning is the only way for companies to cope with a sinister competitive environment. Each building ceramics company should identify its own brand positioning, determine product positioning based on its own brand positioning, as well as the scale and grade of the exhibition hall. For example, do not build a large swarm. The exhibition halls all take the so-called luxury route. The alignment of products, brands, and target markets can optimize the allocation of industrial resources, avoid vicious competition and waste of resources, and enable enterprises and industries to develop sustainably.
Second, pay attention to lean production and implement a green strategy.
Under the background of the country's intense transformation of economic growth, lean production and green strategies should become the consensus of all enterprises in the industry. From extensive production to lean production, from predatory nomads to self-conscious environmentalists, both cost control and efficiency gains have been achieved in order to achieve greater revenues and lower expenditures. This will not only enable building companies to increase the efficiency of the use of management resources, but also contribute to The entire ceramics industry has got rid of the notoriety of “three highs and one capitalâ€, thus reducing government intervention and policy constraints.
Third, innovative marketing models to reduce intermediate links.
As a semi-finished product, there are many intermediate links in the distribution channel of building ceramic products, which not only drastically increases the circulation cost, but also weakens the service and control ability of the building ceramics enterprises to the terminal. In the future, competition in the channels will inevitably intensify. Each building company should adopt a more flexible and compound channel model based on its own positioning and the characteristics of the target market, and strive to shorten the distance from the terminal.
What deserves special attention is that the increasingly severe impact of e-commerce on traditional entity management is an indisputable fact, so that “whether or not an online store can replace a physical store†has also aroused hot debate in the industry. Based on the properties of semi-finished products of ceramic products and the attributes of inductive consumer goods, the e-commerce platform's dissemination function should be greater than the sales function. This is particularly evident in the domestic market sales. However, with the continuous popularization and deepening of network marketing, how to use the network marketing channels? It is bound to be the top priority of the future marketing model innovation.
Fourth, from "weight" to "heavy", reduce export dependence.
Exporting “heavy weight†is one of the catastrophes of China’s ceramic industry. In recent years, with the continuous increase in the balance of production and sales, despite the meager export profits, there are still many ceramic companies that are eager to entertain and enjoy the export channels. Formed a serious dependency. This crazy dumping has not only attracted the people of the country, but it has finally triggered a global anti-dumping action. This has also led to a narrower export channel for China's ceramic products, and has been forced to raise prices overall.
As far as building ceramics enterprises are concerned, the gap between technological equipments is not large, and the differences in technological innovation are increasingly difficult to implement. Therefore, product value innovation is mainly in terms of creativity and design. For some companies with weak or weak positioning, they can mainly cooperate with foreign countries, supplemented by their own changes. The companies that do high-end brands face the high-end market, and their creative needs are even greater. The demand for their own creative ability is undoubtedly higher. So for different companies, different markets, different consumer groups, the ratio between innovation, creativity, and the ratio between cost and added value are not the same.
Space supporting creative products also fall into this category. In the future, not only is a tile sold, but also the entire space and space products, including space derivatives. This is the general direction of the future development of the ceramic industry. It is precisely for this reason that when companies change from "weight" to "heavy quality", they must have a direction that best suits them. They should not blindly copy other people's product value innovation models.
Fifth, face the big wave of Esha, and timely rapid flow back.
Although the reconstruction of the industry is the trend of the times, the ceramic industry does not appear to have the so-called “shuffle†phenomenon that the media likes to exaggerate, but is gradually moving toward differentiation. In fact, the entire industry has gradually become more orderly than before, and many companies are doing their own thing. The huge capacity and diversified nature of the market also provide such a realistic condition. Most enterprises can be caught in the market. Find your own living space.
Of course, Ebb Tide is also an inevitable phenomenon in the course of development of any industry. This is an historical law that is not easy to follow, and it is not based on the company's own wishes. In 2012, it was only the beginning of the industry winter. The harsher winter has yet to come. It can be predicted that no matter whether you take the initiative or be forced, there will inevitably be some historical stages that can't adapt to the cold winter's withdrawal from the industry. If you withdraw, you will gain more initiative in the passive. As soon as the mad sand blows to gold, as the backward production capacity is eliminated, the entire industry will also achieve a qualitative leap.
Concluding remarks: The blessings and misfortunes depend on one another. In the face of the increasingly severe domestic and international situation, the building ceramics enterprises only face dismal, give up illusions, go forward bravely, and make every effort to improve the situation. The so-called “prosperity†is the same for the pottery industry. It rises under the scorching sun and stands proudly in the cold. The Chinese pottery industry will eventually become strong and build a strong pottery nation!
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