Invisible Hand Promotes Ceramic Industrial Upgrading

Premier Wen Jiabao said that the economic situation in 2010, the most complex. Meanwhile, the Chinese ceramics market in 2010 is also the most “contradiction” of the year.Production and consumption in a set of data is worth our attention: from 2004 (29.6 million square meters), China has tile production growth remained at 20% on average, each year more than 600 million square meters of growth in volume.

There are a rough trade statistics, China’s ceramic tile production in 2009 reached 6.6 billion square meters, and in 2010 launched the production line are not unusual. However, the authorities said, the national real estate development company housing construction area of 3.196 billion square meters, up 12.8%, which means that a large number of tile sales will prompt development of the township, the rural market and other channels to compensate. Production capacity expansion and consumer demand does not match the structural overcapacity in the market has become the most prominent contradictions.

In the industry chain, manufacturers are also very different between the mind. Since opening, with the economic recovery, coupled with public opinion regarding the “heat orders”, “labor shortage” and other topics of continuing concern, the market confidence, so many companies feel the arrival of a new round of economic boom. In an interview with this reporter around the company’s learned too strong proof of the phenomenon: the emerging new production line producing the increase, and Chaozhou, Zibo, and so many ceramic enterprises Jiajiang stocks also fell to record low point, and even a “production line Hou” situation.

However, the dealer’s situation is not optimistic: “sharp decline in sales over last year”, “market access to the most cold period”, “This year it’s hard to do” and so on from time to time. In fact, the domestic media in the research also found that when the economic well-being index, manufacturers generally optimistic about the market to pick up, but people Quedui not optimistic expectations in 2010, which is between the ceramic industry, production and sales company fits in contradiction.

Background fit with the market is the new corporate brand and business to promote the contradiction between the beginning to show. According to the survey in 2009, the total number of Foshan ceramic brand mark 1000 than in 2008 increased by 200. This year 80 new trademarks have been registered, industry experts are expected to increase the overall size of this year will reach 200 this year with the ceramic yield is proportional to the growth rate of 20%. The business needs are diametrically opposed.

The past, like the multi-brand management business, as little as 2-3 months, as many as more than 20 or even more. Recently our reporter found that the number of brands, “downsizing” has become the vendor of choice for many, even some leading businessmen have begun to transition from the many brands flight to quality, selecting the best, the strength to keep businesses generally agreed that the current 2-3 Brand is the most reasonable state. Thus, not only excess capacity, brand, like excess.

In addition, the recovery of foreign trade and international trade barriers, high-end products and low demand, the market return on high investment and low profits, and the specificity of scale, management, multi-level flat with the channel and the depth, talent and high-level requirements labor shortage, the social demand for energy saving and energy-intensive industries, etc., have become the main contradiction troubled industry.

Undeniably, the market itself is a contradiction, is precisely because of these problems, the market can be to the invisible hand to promote industries in transformation, while the enterprises, businesses will have to in the update continuous adapted demand, which can really achieve brand Zhuanxing.

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