Recently, China's ceramic sanitary ware exports have been subjected to anti-dumping investigations in Southeast Asia, the European Union, South America and other countries and regions. At the same time, they have suffered multiple domestic attacks on real estate control policies, rising raw material prices, rising labor costs, severe product homogeneity, and environmental pressures. Industry insiders frankly stated that under the "cold" global and domestic economic conditions, it is inevitable that some ceramic sanitary ware companies will withdraw from the historical stage.
The low end of the product
Although China is the largest producer and consumer of sanitary equipment in the world, Taowei companies face many problems that need to be solved urgently, such as small scale, extensive production management, lack of core technologies and serious product homogeneity.
At present, there are more than 3,000 local brands in addition to the international brands in the high-end market. Among them, there are about 50-100 large-scale ones. Others are some small and medium enterprises. Therefore, ceramic sanitary ware products have been hovering in low-end products. Except for some foreign brands and a few domestic brands, there is no domestic brand market share exceeding 5%.
In 2011, the retail sales of China's sanitary products market exceeded 46 billion yuan, the average annual compound growth rate reached over 19%, the market share of high-end sanitary products was less than 10%, and the medium and low-end products accounted for more than 90% of the market share, occupying high-end products. About 50%.
Tang Hao, the managing director of the European Union Magic Brick, believes that technology is one of the reasons restricting the development of Chinese sanitary ware brands. In an interview with the media, he said: "The sanitary ware industry has its core technology, which is manifested in the toilet. The Chinese sanitary ware industry has failed to break through the core technology and it is difficult to lead the industry's development trend and grasp the right to speak in the industry."
According to the "2011 China Ceramic Brand Competitiveness Report," it is pointed out that China's ceramic sanitary ware industry has a nationally-renowned brand, as well as a regionally well-known brand, but it is still in a state of separate combat and segregation. This is mainly due to the large number of companies, the large number of brands and large production, and so on. Inevitably, there will be a nationwide and regional competition pattern. Perhaps the city’s flag will be replaced, but the state of disputes will continue. This is a good reflection of the current state of ceramic sanitary ware in China. At present, there is still a lack of market leading brands.
Zhang Guoan, deputy general manager of Foshan Wichai Sanitary Ware Co., Ltd., said in an interview with reporters that at present, the market demand for product grades has been pyramidal, with high-end products at the top and medium and low-end products. At the same time, the grade and practice of ceramic sanitary ware products are also out of line. The so-called grade considerations are mainly reflected in high quality, excellent service, brand awareness and brand premium, and those products that meet the above conditions are high-end products.
"On the contrary, the products we see in the market often have the opposite performance. This is mainly manifested in the fact that when products do not have high quality and high quality services, they first declare themselves as high-end brands, and in terms of pricing, they pursue brand premiums, and then they pursue quality. And the results of the service will inevitably not be recognized by the market, and finally it will only become a 'slogan', a brand of low grade products." Zhang Guoan said.
He believes that high-end products are mainly quality (including technologies that guarantee and improve quality). We do not have high-quality services and do not have brand recognition that is equal to the product quality. Therefore, there is no high premium. In terms of creating international brand awareness, ceramic sanitary wares There is no successful model to learn from.
In addition, Zhang Guoan said, "There is a serious homogenization problem in sanitary products. In terms of appearance, as long as the trademark is torn off, it is basically impossible to tell who is who."
Worrying quality
In February last year, the General Administration of Quality Supervision, Inspection and Quarantine issued the results of the National Supervision and Inspection of Ceramic Toilet Product Quality. The quality inspection results for ceramic toilet products showed that 26 brands of products did not meet the relevant standards, and the pass rate was only 78%.
Ceramic sanitary brand products have been unpopular has been "a common practice." “The problem of unqualified product quality in domestic ceramic sanitary ware companies is mainly caused by the low level of product design and process and the unreasonable product structure. In order to reduce costs, enterprises even use cheap raw materials, and companies lack the necessary testing and quality control measures. In recent years, ceramic sanitary ware companies have pursued a large scale and sacrificed the quality and service of some products, which led to the exposure of many product brands. Wu Yue told reporters.
Wu Yue told reporters that with the continuous expansion of ceramic sanitary ware companies, the continuous expansion of production lines, resulting in excess capacity in the industry, supply and demand have also lost balance, resulting in serious pollution within the region, resources are facing problems such as exhaustion.
According to the "12th Five-Year Development Plan for Construction & Sanitary Ceramic Industry," it is predicted that in 2015, the demand for domestic building ceramic tiles will be about 9 billion square meters, and the demand for sanitary ceramics will be about 160 million pieces. With the export volume of products, it is estimated that by 2015, the output of building ceramic tiles will reach 9.5 billion square meters, and the output of sanitary ceramics will be about 200 million pieces.
In 2011, the country produced 9.083 billion square meters of ceramic tile, and the output of sanitary ceramics exceeded 200 million. At present, these production capacity basically meet the market demand in 2015.
“In the face of business difficulties, small and medium ceramic sanitary enterprises should actively adjust production mode, innovate and optimize the industrial structure, continue to promote the upgrading of products through technological innovation, develop high value-added products, continuously extend the value chain, accelerate the transformation and upgrading of enterprises and resource integration. , to expand the domestic market to enhance competitiveness." Wu Yue said.
The low end of the product
Although China is the largest producer and consumer of sanitary equipment in the world, Taowei companies face many problems that need to be solved urgently, such as small scale, extensive production management, lack of core technologies and serious product homogeneity.
At present, there are more than 3,000 local brands in addition to the international brands in the high-end market. Among them, there are about 50-100 large-scale ones. Others are some small and medium enterprises. Therefore, ceramic sanitary ware products have been hovering in low-end products. Except for some foreign brands and a few domestic brands, there is no domestic brand market share exceeding 5%.
In 2011, the retail sales of China's sanitary products market exceeded 46 billion yuan, the average annual compound growth rate reached over 19%, the market share of high-end sanitary products was less than 10%, and the medium and low-end products accounted for more than 90% of the market share, occupying high-end products. About 50%.
Tang Hao, the managing director of the European Union Magic Brick, believes that technology is one of the reasons restricting the development of Chinese sanitary ware brands. In an interview with the media, he said: "The sanitary ware industry has its core technology, which is manifested in the toilet. The Chinese sanitary ware industry has failed to break through the core technology and it is difficult to lead the industry's development trend and grasp the right to speak in the industry."
According to the "2011 China Ceramic Brand Competitiveness Report," it is pointed out that China's ceramic sanitary ware industry has a nationally-renowned brand, as well as a regionally well-known brand, but it is still in a state of separate combat and segregation. This is mainly due to the large number of companies, the large number of brands and large production, and so on. Inevitably, there will be a nationwide and regional competition pattern. Perhaps the city’s flag will be replaced, but the state of disputes will continue. This is a good reflection of the current state of ceramic sanitary ware in China. At present, there is still a lack of market leading brands.
Zhang Guoan, deputy general manager of Foshan Wichai Sanitary Ware Co., Ltd., said in an interview with reporters that at present, the market demand for product grades has been pyramidal, with high-end products at the top and medium and low-end products. At the same time, the grade and practice of ceramic sanitary ware products are also out of line. The so-called grade considerations are mainly reflected in high quality, excellent service, brand awareness and brand premium, and those products that meet the above conditions are high-end products.
"On the contrary, the products we see in the market often have the opposite performance. This is mainly manifested in the fact that when products do not have high quality and high quality services, they first declare themselves as high-end brands, and in terms of pricing, they pursue brand premiums, and then they pursue quality. And the results of the service will inevitably not be recognized by the market, and finally it will only become a 'slogan', a brand of low grade products." Zhang Guoan said.
He believes that high-end products are mainly quality (including technologies that guarantee and improve quality). We do not have high-quality services and do not have brand recognition that is equal to the product quality. Therefore, there is no high premium. In terms of creating international brand awareness, ceramic sanitary wares There is no successful model to learn from.
In addition, Zhang Guoan said, "There is a serious homogenization problem in sanitary products. In terms of appearance, as long as the trademark is torn off, it is basically impossible to tell who is who."
Worrying quality
In February last year, the General Administration of Quality Supervision, Inspection and Quarantine issued the results of the National Supervision and Inspection of Ceramic Toilet Product Quality. The quality inspection results for ceramic toilet products showed that 26 brands of products did not meet the relevant standards, and the pass rate was only 78%.
Ceramic sanitary brand products have been unpopular has been "a common practice." “The problem of unqualified product quality in domestic ceramic sanitary ware companies is mainly caused by the low level of product design and process and the unreasonable product structure. In order to reduce costs, enterprises even use cheap raw materials, and companies lack the necessary testing and quality control measures. In recent years, ceramic sanitary ware companies have pursued a large scale and sacrificed the quality and service of some products, which led to the exposure of many product brands. Wu Yue told reporters.
Wu Yue told reporters that with the continuous expansion of ceramic sanitary ware companies, the continuous expansion of production lines, resulting in excess capacity in the industry, supply and demand have also lost balance, resulting in serious pollution within the region, resources are facing problems such as exhaustion.
According to the "12th Five-Year Development Plan for Construction & Sanitary Ceramic Industry," it is predicted that in 2015, the demand for domestic building ceramic tiles will be about 9 billion square meters, and the demand for sanitary ceramics will be about 160 million pieces. With the export volume of products, it is estimated that by 2015, the output of building ceramic tiles will reach 9.5 billion square meters, and the output of sanitary ceramics will be about 200 million pieces.
In 2011, the country produced 9.083 billion square meters of ceramic tile, and the output of sanitary ceramics exceeded 200 million. At present, these production capacity basically meet the market demand in 2015.
“In the face of business difficulties, small and medium ceramic sanitary enterprises should actively adjust production mode, innovate and optimize the industrial structure, continue to promote the upgrading of products through technological innovation, develop high value-added products, continuously extend the value chain, accelerate the transformation and upgrading of enterprises and resource integration. , to expand the domestic market to enhance competitiveness." Wu Yue said.
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