[China Building Material No.1 Network] The ceramic sanitary ware industry has the characteristics of low industrial concentration, low added value, low technological content, low price, high energy consumption, high emission, and high pollution. The transformation and upgrading will be a long time for the ceramic sanitary ware industry. main mission. In this regard, ceramic sanitary ware companies must enhance the initiative and creativity in transformation and upgrading, grasp the main direction and breakthrough of transformation and upgrading, and thus vigorously promote ceramics.
China's building materials industry is affected by 5,000 years of Chinese traditional culture, and the industry's innovation and marketing are still relatively weak. Therefore, only a very small number of companies have relatively well-known brands and relatively complete channels. Many companies' own channels and sales management are obviously not standardized, and the market outlets are weak. The dealers' choice of products depends on good customer relations.
In addition, many companies do not have the ability to operate brands, there is no systematic business model and professional marketing team, there is no accurate market information, there is no customer-oriented service standards and customer-oriented service system, there is no research, production, supply system for the market , Capital investment cycle is long and risky, all of these will become a time bomb for the company to death, at any time may be fatal.
2012 bathroom companies can usher in spring
The sanitary ware industry is like a biological chain, and no one can do it. In the long-term market competition and the survival of the fittest, the ceramic sanitary ware market has also exposed many drawbacks, which has hindered the development of the entire ceramic sanitary ware company. According to the network Xiaobian investigation So far, it has mainly been reflected in the following aspects:
2012 is faced with many challenges whether sanitary companies can usher in spring
May 1st, Mid-Autumn Festival, New Year's Day... But for all the festivals that can be expected, the words “recruiting and discounting” and “buying and sending” will occupy the market on a large scale. The sales promotion methods are also unique. There have even been odd sales of sanitary products. In order to take people's attention. However, consumers’ enthusiasm for promotional performance is obviously not as high as before, coupled with rising prices, tight pockets, and a rather bizarre attitude to sales promotion, so some building materials markets are also the passenger stream even in the hottest promotional season of the year. Dramatic, shadowy, and therefore can lead to sales has become very limited.
According to statistics, the demand for ceramic sanitary facilities in China will reach 34 million in recent years, and it will become the world’s largest consumer market for ceramic sanitary ware products. Last year, the output of ceramic tile and sanitary ware products reached 7.5 billion square meters and 177 million pieces, respectively. They account for 60% and 40% of the world's total production volume of sanitary ceramics in the world. The annual growth rate of products exported to Europe, the United States, Japan, South Korea, and the Middle East is 50%. From this trend analysis, the Chinese ceramic sanitary ware market is quite optimistic and has a large amount of rigid demand, which can be described as a very good market.
However, due to factors such as the regulation of the housing market, rising prices of raw materials, rising labor costs, and continuous floods and droughts, the domestic ceramics industry is in the doldrums. Recently, large areas have also emerged in Shandong Zibo, Sichuan Jiajiang and Yunnan producing areas. Obstructed production. In view of the frequent occurrence of “overcapacity” and “saturation of the market” in the industry, for those small and medium-sized sanitary ware companies, as more and more rational consumers do not plan to pay for it, the pressure on product backlog is quite high. Large, some had to stop running some of the production lines.
In summary, it is not difficult to see that the company's internal operation management system is in urgent need of construction, and market standards need to be standardized. In addition, companies can stop running some production lines, digest inventory, wait for the sales season; believe that there is a real rigid demand exists, as long as the products do a good job, no matter how the market environment changes, eventually will still achieve certain results.
Transformation and upgrading meet resistance
Transformation and upgrading are the top priorities for the ceramic sanitary ware industry in China during the 12th Five-Year Plan period. Faced with a new round of more violent and more lethal market crisis, under the combined effects of rising costs, shortage of labor, market downturn, energy saving and emission reduction, export cold, anti-dumping, and RMB appreciation, ceramic sanitary ware industry Both faced with the golden opportunity for development and favorable conditions, there are many bottlenecks and development problems.
The ceramic sanitary ware industry has the characteristics of low industrial concentration, low added value, low technological content, low price, high energy consumption, high emission, and high pollution. Transformation and upgrading are the main tasks of the ceramic sanitary ware industry for a long time to come. In this regard, ceramic sanitary ware companies must enhance the initiative and creativity of transformation and upgrading, grasp the main direction and breakthrough of transformation and upgrading, and thus effectively promote the transformation and upgrading of the ceramic sanitary ware industry.
The bottlenecks restricting the transformation and upgrading of the ceramic sanitary ware industry are:
Resource bottlenecks. The ceramic sanitary ware industry is a typical resource-consuming industry. Over the years, the consumption of various non-renewable mineral resources has caused the depletion of some ceramic raw materials, such as black mud, ball clay, high-quality kaolin, and high-quality feldspar. Moreover, the ceramic sanitary ware industry is a large energy consumer, and it is the object of energy conservation and emission reduction. With the increase of national energy-saving emission reduction efforts, some ceramic producing areas are suffering from power cuts. According to reports, domestic ceramic enterprises consume about 200 million tons of ceramic raw materials within a year and burn 400 billion tons of coal. In this regard, ceramic sanitary ware companies must promote innovation to promote energy conservation and emissions reduction, and be effective in promoting product innovation to thin, light, lightweight, water-saving and other energy-saving, water-saving, material-saving, energy-saving products in the direction of development.
Cost bottlenecks. Affected by inflation and economic overheating, China's ceramic sanitary ware industry continues to rise in production costs, raw material prices, transportation costs, logistics costs, warehousing costs, market development and maintenance costs have soared, according to industry sources, ceramic bathroom companies this year The logistics cost increased by an average of 5-10%, and the transportation cost of some sanitary ware products increased by as much as 30%. Affected by the shortage of labor, the cost of labor for ceramic sanitary ware companies is rising. Industry insiders believe that the long-term “low-wage, low-input, low-price competition” in the ceramic sanitary ware industry has been the “three-low” development path. The strategy of low-cost expansion has been difficult to sustain, and the “winning by volume” approach should be changed. Innovation accelerates the development of low-carbon and high-value-added, high-tech products to increase market competitiveness.
Energy-saving emission reduction bottlenecks. One of the challenges of ceramic sanitary enterprises in promoting transformation and upgrading is energy conservation and emission reduction, which includes the promotion of sustainable development of ceramic sanitary ware companies in such fields as low-carbon economy, recycling, clean production, green industry, and environmental protection products. Energy-saving and emission reduction is a major plan for the survival of ceramic sanitary ware enterprises in Shaoguan. Therefore, we must focus on changing the development model of consuming resources as an economic growth point, promote the development and promotion of energy conservation and environmental protection in all aspects of enterprises, and build a resource-conserving and environment-friendly enterprise. Build “two-high-two-self” products as the leading factor, based on the development philosophy of eco-enterprise, environmental protection and market development, from point to surface, from the inside out, continuously innovate, and jointly promote the transformation and upgrading of industries and enterprises and sustainable development. strategy.
Human resources bottleneck. First, there is a shortage of labor. As a labor-intensive industry, the production and operating conditions, environment, and welfare benefits of the ceramic sanitary ware industry have become less and less favored by the younger generation of workers. Second is the lack of international management and marketing talents, especially professional managers, talents in domestic and international marketing elites, R&D innovation and product design talents.