China is a large ceramic sanitary ware production country, especially Foshan ceramic sanitary ware is the development source of the sanitary ware industry. It is understood that in 2010, the production of wall and floor tiles reached 7 billion square meters, and sanitary ceramics exceeded 140 million pieces. But we still can't be called a ceramic power, regardless of production technology or equipment, or brand value, far behind Italy, Spain, the United States, Japan and other developed countries. At the critical moment of the country's transformation, industry players are speculating about the future direction and trends of the industry. In this regard, the author put forward his own views on the development trend of ceramics in 2011. 1. With the increasing popularity of online shopping, some forward-thinking companies will test e-commerce and promote online service channels. According to relevant data, the global network trade volume reached US$200 billion in 2010, accounting for 42% of the total global trade. 80% of the world's top 500 companies in the US Fortune magazine have launched marketing services online. 2. China's rural market will show unprecedented sales and sales momentum, and a number of brand enterprises will redesign a series of product lines to create products more suitable for farmers' consumption in order to land in the rural market. According to the survey, ceramic tile consumption is now concentrated in 20% of the urban population, and nearly 80% of the rural population cannot use ceramic tiles. According to the National Bureau of Statistics, there are about 720 million rural residents and about 200 million rural households. With the gradual improvement of the living standards of rural residents, building new houses and transforming old houses are becoming a highlight of rural consumption. . It is understood that the life expectancy of rural houses is generally short, and an average of one batch will be rebuilt every 10 years. Therefore, enterprises will aim at the rural market and seize the commanding heights of the future market. This led to the further improvement of logistics channels, quality supervision and after-sales service. 3, China's ceramic industry will appear from the industry and regional brands to the popular brand, and 2011 will become an inflection point of branding, which is also a harbinger of the advent of the industry oligarch era. In terms of products, in the ceramics industry, all-glazed products are no longer just a trend of making money and eyeballs. With the addition of various companies and the rise and maturity of inkjet printing technology, the full glaze will really go The market has become a wave in the field of floor tiles. At present, almost all antique brick companies in Foshan have launched full-glazed products. In 2011, a full glaze battle is inevitable; and the sanitary industry, smart bathroom, and overall bathroom will gradually replace traditional products and become the first choice for mainstream consumers. 4. With the acceleration of the process of national legalization and democratization, the cost of illegal taxation, tax evasion, illegal employment, patent infringement, environmental pollution, commercial bribery, illegal land occupation, and manufacture of counterfeit products will become higher and higher. Batch companies will have to pay a heavy price for this. 5. With the continuous increase of urban population and the deterioration of urban traffic conditions, as well as the restrictions on urban land use, this year's major cities in China will surely set off a new heat of renovation, which will affect the urban landscape and cause traffic. The clogging of the old professional market will be the object of demolition, and the provinces and cities will see a major market migration this year. 6. Affected by the state's macroeconomic regulation and control, China's real estate market will gradually achieve a rational return. The housing prices of large and medium-sized cities in China will be affected by the tightening of monetary policy and the introduction of property tax, and the price cuts are expected to be 15%-35%. In short, in cities with higher price bubbles in the past, the rate of price cuts has increased. Therefore, the speed of new building construction will slow down this year, and the sales of domestic ceramic sanitary ware products will be affected, especially in the first half of the year. In terms of export sales, the situation has become more and more serious due to foreign anti-dumping and the RMB exchange rate. 7. In terms of the ceramic industry base, the pattern of a large and diverse production area in the Foshan production area will be maintained. According to the statistics of Guangdong Building Materials Industry Association, in the first ten months of 2010, the output of ceramic tiles in Guangdong Province reached 1,698 billion square meters, an increase of 23,8% over the same period of last year, accounting for 25 or 7% of the national total, ranking first in the country; The output of ceramics was 31.01 million pieces, an increase of 11% year-on-year, accounting for 25% of the national total, ranking second in the country. The export of building ceramics increased by 41% and 3% year-on-year, accounting for 71% and 3% of the country. However, due to resource advantages, regional advantages, and policy advantages, the production areas will gradually grow stronger, gradually eroding the market share of their respective production areas, especially in the less developed regions. In order to seize the market, the competition between the production areas will become more intense. With the slow development and maturity of Gao'an, Faku, Jiajiang, Yichang, Tangshan and other production areas, as well as the sales platforms and exhibitions around the country gradually form a climate, Foshan will form a confluence. 8. Under the background of the country's vigorous implementation of energy conservation and emission reduction, and the measures are becoming more and more severe, the awareness of energy conservation and environmental protection of ceramic enterprises began to be consciously strengthened. Under this condition, the cost of ceramic enterprises will be improved to a certain extent, resulting in a group of unbranded enterprises facing the choice of either upgrading or closing down. According to statistics, in 2010, only Foshan had more than 20 ceramic enterprises closed down, and “Shengtaofang†closed its doors at the end of November. The enterprises that persisted will gradually embark on the road of brand development. The entire ceramic production area will also pay more attention to environmental protection construction. Any enterprise should be stationed, and energy conservation and environmental protection will be the first assessment basis. 9. With the official launch of the “China Retailer After-sales Service Standardsâ€, the bidding threshold for projects across the country will be higher and higher, and the after-sales service of manufacturers will become more standardized and orderly. Non-standard manufacturers will be punished by the market. 10. The upstream production enterprises will fight from each other and enter an era of complementary advantages, differentiation and capitalization. Cross-border cooperation and mergers and acquisitions will continue to emerge; the downstream market will have an era of capitalization, chaining, branding, informationization, and enterprise management standardization; and the rise of a number of large distributors In some provincial capital cities, merchants will use the power of capital to implement the terminal retail chain model on a provincial basis. The excellent retailers in cities, counties and districts will become the targets of their mergers and acquisitions. Integrators will gain a favor from a large number of premium brands upstream with their industry influence and strong market distribution capabilities. As the integrator will promote the unification of various behaviors, it will promote the division of production, supply and marketing.
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