2018 ceramic industry development direction

At the end of the year, the annual meeting of major companies in the ceramic industry will be held one after another, summing up the results and planning the future. In the past 2017, for the ceramic industry, it seems to be two days. Some well-known enterprises have double-digit annual growth rates, and they have built new factories and expanded production capacity. At the same time, many ceramic factories have been shut down and eliminated under the unprecedented environmental protection pressure. In the ceramics industry, the process of shuffling has been significantly accelerated due to the coexistence of consumption upgrades and competition, environmental protection and price increases.

The pointer for 2018 has moved slowly. In the new year, how will the ceramic industry develop? Some people say that people who listen to the wind can distinguish their tracks in the wind, listen to their true laws, and follow the wind. Followers of the wind, used to live in the midst of the sound, imitating its appearance, moving with the wind. Whether it is listening to the wind or following the wind, it is a matter of discerning the wind.

In 2018, ceramic companies will face even greater challenges, whether it is expansion Mergers, expansion of the map, or upgrading, seeking development, or painful baptism, difficult to move forward, under the general trend of industry reshuffle, how to distinguish the wind, especially important. Tao Wei.com recently interviewed some insiders and compiled some 2018 trend views put forward by some guests in public, and shared them here.


Yin Hong, deputy secretary general of China Building Sanitary Ceramics Association: China’s ceramic tile production is negative growth in 2018

The overall economic situation in 2018 should be quite good, But China’s ceramic tile production must be negative growth. The society is undergoing transformation. From high-speed growth to high-quality development, the brand has become the direction of industry and social development.

2018 Tile Product Trends: 1. Ceramic slabs and large-size tiles. 2, modern antique bricks, black and white gray for the mainstream color, after the industrial flavor. 3. Terrazzo bricks. 4, embossed bricks (or called mold bricks, three-dimensional bricks) a large area popular, the performance is very delicate and meticulous. 5, tiles, display and application increased a lot, the performance techniques are more diverse. 6, tile product functionalization.

He Xinming, Chairman of Dongpeng Holding: The building ceramic industry will step into A new era

The future development trend of the ceramics industry can be summarized For the five key words: green, brand concentration, intelligent manufacturing, consumption upgrades, channel fission. Faced with these five major trends, I believe that there are five ways to deal with it: repairing the dead, practicing internal strength, unique advantages, persisting in innovation, and developing the group.

Overall, the ceramic industry that has experienced “savage growth” for 30 years It will gradually enter a new era. A series of “new things” such as environmental protection, Internet, new retail, and intelligent manufacturing are coming to us. It is an opportunity or a challenge. The key is whether we are ready.

He Yitao Group Chairman and General Manager He Gan: 2019 Modern Antique The market will enter a period of rapid growth

In 2018, green development will become a trend. The capital market will be the driving force of the industry. The application of big data will be deepened in the industry. The new retail and smart store logic will be basically clear. Spray glaze technology and technology will set off a new wave. The industrialization of indoor assembly will become the direction of industry research. The existing self-contained and large-package channels may bring certain risks to the industry. Thin sheets and foamed tiles will create market heat.

Modern antique products are not yet the highest, because 2017 is a turning point, It will be cultivated from 2018 to 2019, and will enter a period of rapid growth in a market in 2019.

Zhang Yunshu, chairman of Zhang’s business: postmodern style will continue to be popular

Modern antique bricks, or post-industrial style, the whole is gray to the mainstream, and then merge some The combination of black and white ash and unsaturated colors will continue to be popular.

But with the development of trends and process upgrades, this postmodern style Will be more and more diversified, such as the ability to incorporate some gray wood grain, tiles and other elements, showing a light luxury style. Just like our latest series, we use the patented process of electro-optic glaze + glitter powder to make the product feel a sense of luxury. I believe that more innovative elements will be added in the future, and the post-modern wind will enter a new stage.

Wang Guisu, general manager of Guanxing Ceramics Marketing: Industry brand concentration will be higher , optimistic about the brand of the whole category

The brand concentration of the ceramic industry in 2018 will be Higher, the future is big brands, low prices, full style. I am optimistic about the brand of the whole category in the future, and the brand of comprehensive category will have more advantages. Because the terminal channels are highly differentiated: hardcover, assembly, engineering, design, retail, etc., it will be difficult to go through a single channel. Only in all channels have a market share, the brand will have room for development in the future.

SMEs will become more and more difficult to survive in the future because the threshold is getting higher and higher . Whether it is the environmental protection of the production process, the cost pressure, or the multi-channel of the terminal, it will not be easy to deal with, and the pressure will become larger and larger.

Nan Shunzhi, chairman of Jinzunyu Marble Tiles: 2018 is a large board Trends in Marble Tiles

Modern slabs and marble tiles are The current trend. From the development history of ceramic tiles, they are gradually growing from small specifications, and 2018 is the trend year for large-scale marble tiles. Marble tiles are taken from natural marble blueprints. Marble tiles are chosen in many high-end venues. It is a timeless classic in a hundred years, and marble tiles are not limited to style, there are more possibilities in the future.

The ceramic industry must be a brand, and the future is the world of the category, not People are clouded, don’t blindly follow the trend, and the trend of things comes quickly. Making your own benchmark products will not be eliminated by the market. Brand positioning must be clear, brand positioning = crowd positioning, and what kind of people are suitable for their own brand must be clear.

Eagle 2086 Marketing General Manager Chen Fanggen: The ceramic industry can be 2018 Seen from three dimensions

I. Brand: 1. Brand Focusing. 2, personalized brand. Personalized brands look for their own positioning from the niche market, identify their own core characteristics, be a representative category winner, and have their own living space.

Second, channel: 1. Engineering channel. Many first- and second-tier cities require real estate hardcover to reach 70-80%. Real estate developers naturally focus on the brand when they choose to cooperate with customers. Most of the brand growth in 2017 was in engineering channels, and retail channels fell by 30%. 2. Designer channels. Personalized brands will also have room for survival, because there are certain demand for second-room decoration, high-end villas, theme restaurant chains, supermarket chains, etc., but most of them are in the hands of designers. Therefore, future engineering channels and designer channels will be the most important. 3. The installation channel is still a transitional channel, not very mature. 4, e-commerce channel can not be used as the main channel, can only assist brand promotion, drainage and offline customers who want to understand the brand.

Three, products: large board, modern style will prevail, homogenization also It will become more and more obvious. Winning in the futureThe point is that products, teams, channels, services, and brand promotion are systematically developed. The future is full of flowers. As people’s needs become more diverse, the categories of products will be subdivided and the styles presented will be more and more.

Shen Litao, General Manager of the Strong Business Modern Business Unit: Modern Style Become a corporate standard

Future modern style will become a corporate Standard, because the modern style includes a wide range of applications such as luxury, industrial style, Nordic style, and new Chinese style.

Products: Marble and wood bricks are timeless classics, the big board is A trend. The attention of wall tiles will be higher and higher, the three-dimensional wall can be made into different processes, and the shaped three-dimensional wall tiles will be more and more rich. Wood bricks will continue to heat up from conventional specifications to 200 x 1800 or even larger. Channels: Channels will be diverted, and the drainage mode of the installation, home improvement, engineering, and e-commerce channels will be offline. Terminal: Standardize the terminal, establish a flash store, and cater to the trend.

Future assembly + quick loading must be the trend to achieve a real bag opening. The main competition in the future is professionalism and detail. The opportunities and challenges of today’s ceramic enterprises coexist, and the future tests are not only hardware but also software. Hardware is product + design, software is system + team.

Jin Yatao Brand General Manager Zhu Junguang: 2018 will be a transformation The era

2018 ceramic industry will be an era of transformation. Whether it is product change, channel creation, and all aspects of the process of brand renewal, 2018 is a challenging year for ceramic companies, so we are well prepared in advance.

Pu Yong Ceramics General Manager Yong Yongchang: Industry polarization is more obvious, Jiangxi will become the hardest hit by price wars

2018, terminal Will continue to shuffle. The traditional wholesaler market has been further compressed and even partially eliminated. The product will develop to the process differentiation, with modern antique bricks as the typical example. Compared with ordinary glazed tiles, it is the profit status of Xishan at sunset. The differentiation is the export to find new profit points. In terms of brand trends, several giants have further sunk, and the market share has been eroded by the pressure of Mount Tai, and the polarization is more obvious.

Jiangxi will become the country’s first and second regional OEM industry center. Because the price is cheap, it will become a cooperative production base for many sinking brands or middle and low-end positioning brands. Most of the production equipment, manpower and materials resources of most enterprises in the park are located in the middle and low-end, which is difficult to change in three or two years, so it will soon become the hardest hit in the price war.

Wu Hansheng, Chairman of Foshan Yuantai Ceramics Chemical Co., Ltd.: Antique Glaze , satin glaze, functional glaze products will be more explosive

The leading products of glazed tiles in 2018 should still be dominated by bright products. However, because of the increasingly fierce competition in light products and the meager profits, some innovative leading manufacturers will slowly give up high-gloss products and turn to do more. Antique glaze, satin glaze for profit margins, and some market for functional glaze products.

All antique new products in 2018 will show an expansion. The market for fully polished glaze products will shrink somewhat. In 2018, some manufacturers of large-scale antique bricks will use the adjustment of product specifications to encroach on the market of ceramic tiles. Under such a trend, the 2018 high-light products will give a part of the market to the antique system products, including satin glaze and some functional glaze, carved glaze, etc., will be a larger outbreak.

A supplier in Sichuan: Jiajiang Jiantao maintains a low growth and is more competitive

In 2018, the southwestern region will continue to maintain a low level of growth, and high-end products will have higher growth. And mid-to-low-end products are likely to remain at the 2017 level or slightly down.

In 2018, the competition for building ceramic products in the southwest region is more intense. Especially in the middle and low-end shares, the profit of products will further decline, and the stronger and weaker are stronger. Some small-sized and poorly-equipped enterprises will It will be eliminated, and some enterprises with poor management and heavy burden will be reorganized. The market share of Sichuan Jiajiang Jiantao will be significantly reduced due to the development of surrounding ceramic enterprises.



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