Homogeneity affects ceramic branding

After China's accession to the WTO, the foreign ceramics brand's market scope in China has further expanded, and it has begun to advance toward the third, fourth, and even county-level markets in the Chinese mainland, and competition with domestic brands has gradually intensified. Facing the strong attack of international brands, the Chinese ceramics industry responded to the market strategy of reducing costs, reducing sales prices, and other faults. In addition to the serious homogenization of domestic ceramic products, brand competitiveness is obviously at a disadvantage.

Homogeneity affects brand building In the development process of the Chinese ceramics market over the past two decades, a large number of market demands and extremely low industry barriers have attracted many companies to share food. The hot market has contributed to the short-term Chinese ceramic market. Inflated and flooded. At present, many ceramic companies in the market lack a clear market orientation and strategic direction, which blindly imitate and plagiarize, making “homogeneous competition” a weakness in the ceramics market.

One of the disadvantages of low-tech is the homogeneity of the product. Due to the low technical content, new products can be easily imitated after entering the market, and some producers even improve in the imitation process and introduce new products. More attractive "refurbished products".

The homogenization of ceramic products is very worrying. This is not only reflected in appearance, but also in the way it is displayed in showrooms, sales guides, etc. The most direct consequence of such serious homogenous competition is that the market and consumers have a blurred impression of the products produced by the company. , The sales volume of the product cannot be improved, and it does not mean that the company's brand is shaped.

Increase the technological investment to go out of the homogenization of haze With the increase of ceramic enterprises in our country, the competition is more and more fierce, and the market has gradually appeared impetuous phenomenon. Many companies believe that simple follow-up can achieve development. Everyone can benefit from this rapid development trend. Many ceramic brands have achieved a place, not their own advantages and focus on the market, more is to catch up with the ceramic industry's most high-speed development period. This kind of home development environment can be said to be a hotbed of homogenization of the entire industry.

The ceramic production method is a labor-intensive production model. Such a model is a 19th-century production method. The nature of the production relationship determines the low productivity. If the producer wants to increase labor productivity, it must change the existing model of production relations. , increase investment in modern production lines and product technology content.

Therefore, in the new round of informatization, ceramic enterprises must inevitably continue to improve the technological content of ceramic products, expand the service scope of enterprises, and improve the service quality of enterprises through scientific and technological innovation, so as to promote the continuous development and progress of the ceramic industry.