Ceramic Industry Nuggets Consumption Upgrade
In the face of the severe and complex economic situation, China's ceramic enterprises actively adapt to the new changes in the domestic and foreign markets, pay attention to technological upgrading, R & D and design and other aspects of development and innovation. The enterprise's innovation consciousness has been significantly enhanced, the innovation ability has been continuously improved, the product quality has been continuously improved, the influence of its own brand has been gradually expanded, the international market share and the export of its own brand have been steadily increased, The trend of accelerating the transformation and upgrading is obvious. This is the information that the reporter learned from the 2016 China Light Industry Chamber of Commerce Ceramic Industry Annual Meeting held recently.
According to Chen Jiangfeng, vice chairman of the China Chamber of Commerce for Import and Export of Light Industrial Crafts, my country is moving from a major ceramic trading country to a powerful ceramic trading country. At present, China has become the world's largest ceramic export country, accounting for more than 1/4 of the global ceramic exports for many years, and more than 1/3 in recent years. Chinese ceramics enjoy a good reputation in the markets of developed countries such as Europe, America and Japan, and have a high market share. In 2015, the world's major ceramic market, the United States imported ceramics nearly 24% from China, the European Union imported ceramics 45% from China. The international market share of China's daily and craft ceramics exports is higher, reaching more than 60% of the foreign market share. In 2015, China's daily ceramic exports reached 7.075 billion billion US dollars, 4.26 times that of 10 years ago, 12.94 times that of 20 years ago and 67.38 times that of 30 years ago.
With the continuous improvement of people's living standards, the domestic market demand for high-end ceramic products continues to increase, providing unprecedented opportunities for ceramic companies that are committed to developing their own brands. From the perspective of the domestic market, there is an insufficient supply of fresh, elegant, relaxed, fashionable, warm and modern products suitable for home life; and due to channels, brand awareness and other reasons, many consumers who need to improve the quality of life cannot find the ceramics they need. product.
Chen Jiangfeng said that for a long time, domestic consumers have lacked understanding of brand ceramic enterprises for export. First, due to the stable demand in foreign markets and the standardized operation of export orders, enterprises' willingness to export is greater than that of domestic sales; second, because the domestic middle and high-end consumer groups are small, and ordinary consumers do not pay enough attention to the quality and brand of household ceramics. With the growth of the domestic middle-income group, the demand for consumer upgrading has become increasingly prominent, promoting the deepening of the transformation and upgrading of the ceramic industry, and changing both ends of supply and demand.
According to reports, in the face of the pressure of weak demand in the international market, China's ceramic production enterprises realize the importance of establishing their own brands and mastering sales channels, and are no longer satisfied with OEM production for foreign big brands and buyers, and begin to make continuous efforts in R & D and sales at both ends of the "smile curve. In terms of R & D and design, many companies hire overseas designers to launch a large number of marketable products every year, moving from OEM to ODM. Some ceramic companies have also won the international top design award-the German Red Dot Design Award. In terms of brand building, many companies have registered foreign trademarks, and while stabilizing OEM production, they are pushing their own brand exports.
In addition, ceramic export companies began to pay attention to the domestic market, insisted on "walking on two legs", and made great progress. In recent years, many traditional ceramic export enterprises have established brand stores, online stores and micro stores through agency sales, and achieved gratifying results in domestic sales. In particular, some enterprises try to sell through online e-commerce, chain brand stores and other channels, and taste the sweetness of the main push of their own brands.