A heavy-duty truck loaded with tiles slowly passed by and raised a dust.
"Although there are still many vehicles to pull goods every day, it is much lighter than in the first half of the year." Wang Xuebing, who is bored, sat on the ground and looked at the direction of the car. He got up and patted the clothes and told the "Daily Economy." News reporter, a ceramics company in Foshan, Guangdong Province, was shut down today. In his memory, in the last two or three months, I have not known how many times I have encountered it. This situation also made him feel anxious because the wife and children at home were waiting to be supported by the wages he earned.
And Wang Xuebing are also anxious about the bosses of local large and small ceramic enterprises in Foshan. From the short supply in the first half of the year to the large inventory generated in the second half of the year, they suddenly felt that this winter may be even colder than the financial crisis.
In the peak season, the inventory is not increasing.
From October 18th to 22nd, Foshan, known as the capital of Chinese ceramics, ushered in three ceramic exhibitions – the 16th China (Foshan) International Ceramics and Sanitary Expo (also known as Taobo Fair). ), the 6th China (Foshan) International Mosaic Exhibition and the 2010 China Art Tile Festival. Wang Xuebing will also go around when he is not working, but with his intuitive feeling, this year is not as lively as last year. In order to attract more attention, this China (Foshan) International Ceramics and Sanitary Expo also quietly changed the name from the past "Taojiaohui" to "Taobohui".
"July to August is the off-season, but it is still not hot during the Golden Week in October. People are very worried." At the Taobo meeting, Mr. Chen, a business manager of a ceramics company, complained to reporters. In his view, the 2008 financial crisis made many ceramics think that the end of the day is coming, but due to the country's 4 trillion investment, in the winter of 2008, many enterprises' stocks were digested. "Although a group of companies has been dumped, it is not fatal, and the situation in the second half of this year is very uncertain."
Liu Wei, the marketing department of Guangdong Jinyi Ceramics Co., Ltd., told the reporter privately that most enterprises now have inventory backlogs, and the “Golden Week†in October has turned into a “door-to-doorâ€, which has made the company chill. Huang Jianping, chairman of Guangdong Weimei Ceramics Co., Ltd., also said that the production lines to be shut down in the second half of this year or the companies that are going to close down may even be more than during the financial crisis.
In fact, the inventory backlog of ceramic enterprises has long been on the table. In recent years, the emerging ceramic industry base has emerged: the architectural ceramics industry in Hebei Gaochun, Shenyang Faku, Liaoning Jianping, and Shanxi Yangquan have formed a certain scale. At the same time, Guangdong, Shandong, Fujian, and Sichuan The total amount of ceramic products has not decreased significantly. According to the data, the output of building ceramic tiles in 2007 was 5 billion square meters, reaching 5.5 billion square meters in 2008 and 6.8 billion square meters in 2009. It is expected to exceed 7 billion square meters this year. The actual annual domestic demand is only about 4 billion square meters, which means that there is a serious excess capacity.
As the world's largest exporter of ceramic products, the foreign trade situation has quietly changed in recent years. According to Yin Hong, deputy secretary-general of China Building Sanitary Ceramics Association, in 2008, China exported 56.32 million sanitary ceramic products, an increase of only 1.9%. In 2009, the export volume was 53.77 million, a decrease of 4.5%. At the same time, the export volume decreased, the export value decreased, and the average unit price of export products dropped significantly. The ceramic export situation has shown signs of fatigue.
Export situation deteriorates again
On the afternoon of October 20th, the directors of China Ceramics Industry Association He Tianxiong, the director of Mona Lisa Co., Ltd. Zhang Qikang and other ceramic industry experts and corporate executives gathered in the conference room on the 5th floor of Foshan City China Sea International, the center they want to discuss The topic is the impact of the new “National Ten†policies on real estate and the crisis brought to the ceramic sanitary ware industry.
In the view of Xie Yuerong, chairman of Foshan Lehua Ceramic Sanitary Ware Co., Ltd., the state's regulation of real estate has little effect on the ceramic sanitary ware industry in the long run, and the impact will be relatively large in the short term. Because the industry is closely related to real estate, as long as consumers remain on the sidelines or temporarily hold the currency for purchase and wait for price cuts, they will have an obvious impact on building materials such as ceramics. Li Zhiqi, chairman of Beijing Zhizhi Future Marketing Consulting Group, also believes that the changes in the real estate industry in the next few years will definitely accelerate the reshuffle of the ceramic sanitary ware industry.
Since the second half of this year, it has not only affected the ceramic industry, but also the policies related to real estate. The appreciation of the renminbi has also become an issue that the ceramic industry, which is mainly exported, cannot avoid.
Zhou Caiyou, chairman of Chongqing Siwei Sanitary Ware Co., Ltd., has been concerned about the adverse effects of exchange rate changes on enterprises. In the face of increasing pressure on the appreciation of the renminbi, the low-cost competitiveness that export-oriented companies have been relying on is slowly disappearing. “Exchange rate changes may have an impact on our entire Chinese sanitary ware industry, because our products will be more expensive in foreign countries, and our products will be less competitive.†At the 4th China Sanitary Ware Summit Forum, Zhou Caiyou said .
The large-scale "anti-dumping" investigation initiated by the European Union in June has also caused many companies to be afraid. Although the final official sample list only involves 11 companies for the time being, the relevant enterprises are still actively responding, but if the anti-dumping allegations are established, Chinese ceramic enterprises The EU ceramics market may be closed to Chinese ceramic products with a punitive tariff of up to 430.5%.
Under the pressure of energy conservation and emission reduction, the ceramic industry is even more crisis-ridden. Since September this year, Guangdong Zhaoqing and other places have imposed power-limiting measures on enterprises including ceramics, which has caused local ceramic enterprises to stop production in large areas. The ceramic industry's "high energy consumption, high pollution" characteristics are increasingly emphasis on low carbon environmental protection today, the situation is even more embarrassing.
Industry reshuffle is inevitable
"At the end of the year, a large number of enterprises will definitely be dumped." Before a booth at the Ceramic Expo, a dealer from Chaozhou, Guangdong, told reporters that according to his understanding, many ceramic companies are now on the verge of life and death. It is a common thing.
Zhang Nianchao, general manager of the domestic marketing center of Guangdong Jinyi Ceramics Co., Ltd. believes that overall, the development of the ceramic industry in the next few years tends to be benign. This benignity means that the market will be dominated by five to eight dominant brands, ending the brand's melee.
A well-known ceramics marketing department told reporters that the current concentration of ceramic products is very low, even if the market share of the enterprises ranked in the forefront of the industry is only a single digit. According to incomplete statistics, there are currently more than 1,000 ceramic brands in China, and the production capacity is still expanding. The killing between brands is bound to become more and more fierce.
In Zhang Nianchao's view, in the olive-type industry layout, the enterprises in the middle are more affected. “Rurals and small towns have provided markets for many small businesses. Cities have provided markets for large enterprises. On the contrary, they are middle-sized enterprises. They are not able to get up and go down, and are more vulnerable.â€
However, some analysts believe that in theory, small enterprises have a broad market for rural areas. However, from the current competitive situation, once a medium-sized enterprise can't stand the pressure to shift the market down, small businesses will suffer.
While the atmosphere of shuffling is getting stronger, frontline workers like Wang Xuebing are anxious about their jobs. Due to the profitability of capital and the low threshold of the ceramic industry, many companies have flocked to this industry, which eventually led to increased competition. However, in the eyes of some large companies, this is an inevitable experience of the development of the industry.
Some insiders told reporters that they hoped that the winter could come more violently, which would eliminate a large part of the enterprises and bid farewell to the disorderly development of the industry, which would ultimately benefit the healthy development of the industry. However, for most companies that do not have full confidence, there is no mood to talk about industry reshuffle.
Awkward innovation path
He Xinming, the chairman of Guangdong Dongpeng Ceramics Co., Ltd., feels helpless about the phenomenon of imitating the wind in the industry. He told reporters that Dongpeng is a company that has benefited from innovation. However, while insisting on the road of innovation, it has found that this road has become increasingly uneven. I invested a lot of manpower and capital to develop new products, but it will immediately lead to a large number of imitators.
“Innovators will always pay the price. Only one of the 10 products can be recognized by the market, and the R&D investment and marketing are costly. The risks are great. But the imitator sells which products are good. Which product is produced, almost no need to pay." Dong Peng ceramic media director Ma Junwu told reporters.
Therefore, the industry is also popular with a saying that whoever innovates faster and who is dead faster.
In fact, imitating domestic ceramic tile products is already a "small witch", and more imitators have set their sights on Italy. “Our bosses have to go to Italy many times a year, paying attention to the movements there.†A well-known ceramics insider told the reporter of “Daily Economic Newsâ€. "Look at this one," said the person in the exhibition hall of the company, referring to a piece of brown tile on the floor. "Our boss found this product in Italy to sell well. The deployment is very good."
The person told reporters that because of the risks and difficulties of innovation, the imitation is more realistic. "It is also a realm that 'cottage' can reach a high level."
When talking about the problem of blindly imitating Italy, Zhang Nianchao said, "(The relevant enterprises) did not find a good grafting point, there is no long-term planning, only care about short-term performance, and ultimately it is not uncomfortable."
The lack of innovation has also become a serious injury in China's ceramic industry. A small number of people are innovating, most of them are imitating, they don't have their own style, and they don't have a strong brand image. The industry can only be reduced at the low end.
Improving product added value is the future
"Foreigners have much more advanced technology and design strength than you, why should he buy your things? It is because you are cheap." Liu Wei told the "Daily Economic News" reporter.
The ceramics exported are indeed quite cheap. Industry insiders told reporters that in the domestic price of 100 yuan of ceramic tiles, not far from the foreign countries, perhaps only sell 20 yuan. Behind this seemingly paradox, the person explained that this is to balance production capacity, because the country can not accommodate so many tiles, and can only export at a low price.
However, in recent years, this low-cost method has repeatedly hit the wall and has been subjected to anti-dumping investigations in several countries. Just recently, Foshan’s largest ceramic exporter, Asian Ceramics, said it would export to domestic sales.
However, from the current situation, domestic sales may not be stronger than exports. Zhang Nianchao told reporters that in the context of the property market outlook, the sales of the house will affect the sales of ceramic products, and eventually there may be a collapse of ceramic enterprises.
However, efforts to resolve the crisis have not stopped. In mid-October, the Foshan Municipal Economic and Trade Bureau announced the “Foshan Traditional Industrial Transformation and Implementation Planâ€, and plans to spend 413 million yuan to promote the transformation and upgrading of the ceramic industry. For example, a new type of architectural ceramic sheet with a thickness of only 5.5 mm and a material used for 1/3 of traditional ceramics will be highly regarded in the future.
Some experts have suggested that selling ceramics is to sell culture, and to integrate their cultural characteristics into ceramic products to increase the added value of products. Perhaps this is the future of the Chinese ceramic industry.
"Although there are still many vehicles to pull goods every day, it is much lighter than in the first half of the year." Wang Xuebing, who is bored, sat on the ground and looked at the direction of the car. He got up and patted the clothes and told the "Daily Economy." News reporter, a ceramics company in Foshan, Guangdong Province, was shut down today. In his memory, in the last two or three months, I have not known how many times I have encountered it. This situation also made him feel anxious because the wife and children at home were waiting to be supported by the wages he earned.
And Wang Xuebing are also anxious about the bosses of local large and small ceramic enterprises in Foshan. From the short supply in the first half of the year to the large inventory generated in the second half of the year, they suddenly felt that this winter may be even colder than the financial crisis.
In the peak season, the inventory is not increasing.
From October 18th to 22nd, Foshan, known as the capital of Chinese ceramics, ushered in three ceramic exhibitions – the 16th China (Foshan) International Ceramics and Sanitary Expo (also known as Taobo Fair). ), the 6th China (Foshan) International Mosaic Exhibition and the 2010 China Art Tile Festival. Wang Xuebing will also go around when he is not working, but with his intuitive feeling, this year is not as lively as last year. In order to attract more attention, this China (Foshan) International Ceramics and Sanitary Expo also quietly changed the name from the past "Taojiaohui" to "Taobohui".
"July to August is the off-season, but it is still not hot during the Golden Week in October. People are very worried." At the Taobo meeting, Mr. Chen, a business manager of a ceramics company, complained to reporters. In his view, the 2008 financial crisis made many ceramics think that the end of the day is coming, but due to the country's 4 trillion investment, in the winter of 2008, many enterprises' stocks were digested. "Although a group of companies has been dumped, it is not fatal, and the situation in the second half of this year is very uncertain."
Liu Wei, the marketing department of Guangdong Jinyi Ceramics Co., Ltd., told the reporter privately that most enterprises now have inventory backlogs, and the “Golden Week†in October has turned into a “door-to-doorâ€, which has made the company chill. Huang Jianping, chairman of Guangdong Weimei Ceramics Co., Ltd., also said that the production lines to be shut down in the second half of this year or the companies that are going to close down may even be more than during the financial crisis.
In fact, the inventory backlog of ceramic enterprises has long been on the table. In recent years, the emerging ceramic industry base has emerged: the architectural ceramics industry in Hebei Gaochun, Shenyang Faku, Liaoning Jianping, and Shanxi Yangquan have formed a certain scale. At the same time, Guangdong, Shandong, Fujian, and Sichuan The total amount of ceramic products has not decreased significantly. According to the data, the output of building ceramic tiles in 2007 was 5 billion square meters, reaching 5.5 billion square meters in 2008 and 6.8 billion square meters in 2009. It is expected to exceed 7 billion square meters this year. The actual annual domestic demand is only about 4 billion square meters, which means that there is a serious excess capacity.
As the world's largest exporter of ceramic products, the foreign trade situation has quietly changed in recent years. According to Yin Hong, deputy secretary-general of China Building Sanitary Ceramics Association, in 2008, China exported 56.32 million sanitary ceramic products, an increase of only 1.9%. In 2009, the export volume was 53.77 million, a decrease of 4.5%. At the same time, the export volume decreased, the export value decreased, and the average unit price of export products dropped significantly. The ceramic export situation has shown signs of fatigue.
Export situation deteriorates again
On the afternoon of October 20th, the directors of China Ceramics Industry Association He Tianxiong, the director of Mona Lisa Co., Ltd. Zhang Qikang and other ceramic industry experts and corporate executives gathered in the conference room on the 5th floor of Foshan City China Sea International, the center they want to discuss The topic is the impact of the new “National Ten†policies on real estate and the crisis brought to the ceramic sanitary ware industry.
In the view of Xie Yuerong, chairman of Foshan Lehua Ceramic Sanitary Ware Co., Ltd., the state's regulation of real estate has little effect on the ceramic sanitary ware industry in the long run, and the impact will be relatively large in the short term. Because the industry is closely related to real estate, as long as consumers remain on the sidelines or temporarily hold the currency for purchase and wait for price cuts, they will have an obvious impact on building materials such as ceramics. Li Zhiqi, chairman of Beijing Zhizhi Future Marketing Consulting Group, also believes that the changes in the real estate industry in the next few years will definitely accelerate the reshuffle of the ceramic sanitary ware industry.
Since the second half of this year, it has not only affected the ceramic industry, but also the policies related to real estate. The appreciation of the renminbi has also become an issue that the ceramic industry, which is mainly exported, cannot avoid.
Zhou Caiyou, chairman of Chongqing Siwei Sanitary Ware Co., Ltd., has been concerned about the adverse effects of exchange rate changes on enterprises. In the face of increasing pressure on the appreciation of the renminbi, the low-cost competitiveness that export-oriented companies have been relying on is slowly disappearing. “Exchange rate changes may have an impact on our entire Chinese sanitary ware industry, because our products will be more expensive in foreign countries, and our products will be less competitive.†At the 4th China Sanitary Ware Summit Forum, Zhou Caiyou said .
The large-scale "anti-dumping" investigation initiated by the European Union in June has also caused many companies to be afraid. Although the final official sample list only involves 11 companies for the time being, the relevant enterprises are still actively responding, but if the anti-dumping allegations are established, Chinese ceramic enterprises The EU ceramics market may be closed to Chinese ceramic products with a punitive tariff of up to 430.5%.
Under the pressure of energy conservation and emission reduction, the ceramic industry is even more crisis-ridden. Since September this year, Guangdong Zhaoqing and other places have imposed power-limiting measures on enterprises including ceramics, which has caused local ceramic enterprises to stop production in large areas. The ceramic industry's "high energy consumption, high pollution" characteristics are increasingly emphasis on low carbon environmental protection today, the situation is even more embarrassing.
Industry reshuffle is inevitable
"At the end of the year, a large number of enterprises will definitely be dumped." Before a booth at the Ceramic Expo, a dealer from Chaozhou, Guangdong, told reporters that according to his understanding, many ceramic companies are now on the verge of life and death. It is a common thing.
Zhang Nianchao, general manager of the domestic marketing center of Guangdong Jinyi Ceramics Co., Ltd. believes that overall, the development of the ceramic industry in the next few years tends to be benign. This benignity means that the market will be dominated by five to eight dominant brands, ending the brand's melee.
A well-known ceramics marketing department told reporters that the current concentration of ceramic products is very low, even if the market share of the enterprises ranked in the forefront of the industry is only a single digit. According to incomplete statistics, there are currently more than 1,000 ceramic brands in China, and the production capacity is still expanding. The killing between brands is bound to become more and more fierce.
In Zhang Nianchao's view, in the olive-type industry layout, the enterprises in the middle are more affected. “Rurals and small towns have provided markets for many small businesses. Cities have provided markets for large enterprises. On the contrary, they are middle-sized enterprises. They are not able to get up and go down, and are more vulnerable.â€
However, some analysts believe that in theory, small enterprises have a broad market for rural areas. However, from the current competitive situation, once a medium-sized enterprise can't stand the pressure to shift the market down, small businesses will suffer.
While the atmosphere of shuffling is getting stronger, frontline workers like Wang Xuebing are anxious about their jobs. Due to the profitability of capital and the low threshold of the ceramic industry, many companies have flocked to this industry, which eventually led to increased competition. However, in the eyes of some large companies, this is an inevitable experience of the development of the industry.
Some insiders told reporters that they hoped that the winter could come more violently, which would eliminate a large part of the enterprises and bid farewell to the disorderly development of the industry, which would ultimately benefit the healthy development of the industry. However, for most companies that do not have full confidence, there is no mood to talk about industry reshuffle.
Awkward innovation path
He Xinming, the chairman of Guangdong Dongpeng Ceramics Co., Ltd., feels helpless about the phenomenon of imitating the wind in the industry. He told reporters that Dongpeng is a company that has benefited from innovation. However, while insisting on the road of innovation, it has found that this road has become increasingly uneven. I invested a lot of manpower and capital to develop new products, but it will immediately lead to a large number of imitators.
“Innovators will always pay the price. Only one of the 10 products can be recognized by the market, and the R&D investment and marketing are costly. The risks are great. But the imitator sells which products are good. Which product is produced, almost no need to pay." Dong Peng ceramic media director Ma Junwu told reporters.
Therefore, the industry is also popular with a saying that whoever innovates faster and who is dead faster.
In fact, imitating domestic ceramic tile products is already a "small witch", and more imitators have set their sights on Italy. “Our bosses have to go to Italy many times a year, paying attention to the movements there.†A well-known ceramics insider told the reporter of “Daily Economic Newsâ€. "Look at this one," said the person in the exhibition hall of the company, referring to a piece of brown tile on the floor. "Our boss found this product in Italy to sell well. The deployment is very good."
The person told reporters that because of the risks and difficulties of innovation, the imitation is more realistic. "It is also a realm that 'cottage' can reach a high level."
When talking about the problem of blindly imitating Italy, Zhang Nianchao said, "(The relevant enterprises) did not find a good grafting point, there is no long-term planning, only care about short-term performance, and ultimately it is not uncomfortable."
The lack of innovation has also become a serious injury in China's ceramic industry. A small number of people are innovating, most of them are imitating, they don't have their own style, and they don't have a strong brand image. The industry can only be reduced at the low end.
Improving product added value is the future
"Foreigners have much more advanced technology and design strength than you, why should he buy your things? It is because you are cheap." Liu Wei told the "Daily Economic News" reporter.
The ceramics exported are indeed quite cheap. Industry insiders told reporters that in the domestic price of 100 yuan of ceramic tiles, not far from the foreign countries, perhaps only sell 20 yuan. Behind this seemingly paradox, the person explained that this is to balance production capacity, because the country can not accommodate so many tiles, and can only export at a low price.
However, in recent years, this low-cost method has repeatedly hit the wall and has been subjected to anti-dumping investigations in several countries. Just recently, Foshan’s largest ceramic exporter, Asian Ceramics, said it would export to domestic sales.
However, from the current situation, domestic sales may not be stronger than exports. Zhang Nianchao told reporters that in the context of the property market outlook, the sales of the house will affect the sales of ceramic products, and eventually there may be a collapse of ceramic enterprises.
However, efforts to resolve the crisis have not stopped. In mid-October, the Foshan Municipal Economic and Trade Bureau announced the “Foshan Traditional Industrial Transformation and Implementation Planâ€, and plans to spend 413 million yuan to promote the transformation and upgrading of the ceramic industry. For example, a new type of architectural ceramic sheet with a thickness of only 5.5 mm and a material used for 1/3 of traditional ceramics will be highly regarded in the future.
Some experts have suggested that selling ceramics is to sell culture, and to integrate their cultural characteristics into ceramic products to increase the added value of products. Perhaps this is the future of the Chinese ceramic industry.
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