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Editor's note: it has been predicted at the end of 2012, will be the "shuffle" ceramic tile industry in 2013 years.End of the tail and head of the, reviews the development of ceramic tile industry this year, we found that the listing, electricity, new media marketing become the hot spot.From the point of industry structure, both trot forward brand enterprise, can't find the direction of the enterprise also has stalled.The news center of sina household exclusive inventory 2013 ceramic tile industry events, comb through news keywords to look back, look forward to the New Year.(sina household Ye Lingju)
1, key words: listed
From the earliest listed eagle brand ceramics, ceramic enterprises in the capital market has nearly 20 years.Tangshan ceramics, pottery, jade source gaochun ceramics enterprises listed because of performance problems after hung up the "ST" hat, names in the subsequent restructuring, main business is turning also to the ceramics of other industry;At present, the domestic a-share listed only tao qi, Mick, ceramic tile are tightly in cap.Ancient ceramics industry as with a "curse", always can't adapt to the emerging capital market works.The industry said, with the rapid development of the whole ceramic industry, product simple operation has won't meet the needs of the ceramic enterprises "good to great", capital operation become inevitable choice.
2, keywords: sheet
In 2013, the Mona Lisa ceramic sheet application in a new high-rise building -- a total building area of 310000 square meters, height of
In recent years, including the Mona Lisa, the lens, the new source and so on in the industry leading enterprises in the field of dry hanging ceramic or ceramic plate curtain wall plate continuous efforts.The reasons behind this phenomenon is "sheet" ceramic market has become increasingly mature, large-scale public, the acceptance of the project for thin plate is higher and higher.Through the research and development of new products, new technology, ceramic industry began to enter a new market, more and more enterprises had a fierce competition under the call of the new blue ocean.And low carbon energy saving, green environmental protection of thin ceramic tile production to scale development level more and more, will have a profound impact in the development of ceramic industry, also confirms the eighteenth big report to promote the ecological civilization, to build a well-off society, sustainable development, change the pattern of economic development and other key words.
3, keywords: internationalization
Bologna exhibition in 2013, eagle ceramics, champion tile, Mick tile, dongpeng ceramic tile, as the representative of China building ceramic exhibition 2013 bologna exhibition, not only reveals the China ceramics brand determination to move towards the world, and proves the importance of "create in China" on the world stage.
Famous CERSAIE exhibition was founded in 1983, every year, is the largest and most professional Italian ceramic sanitary ware products exhibition project, known as "ceramic fashion trend indicator of the future" global ceramic industry's first exhibition.It is reported, foshan eagle 16 years in a row to bologna exhibition, champion and Mick in 2012 also won a participation qualifications, while dongpeng ceramic tile in the first half of 2013 qualification for participation.As more and more enterprises to participate in the international exhibition of a nation, the image of Chinese enterprises and products is more and more accepted by the international market, although the road of internationalization, walk very long and hard, but the Chinese ceramic power to be reckoned with, and international brand competition just around the corner.
4, keywords: anti-counterfeiting
Earlier this year, foshan buddhist city industrial and commercial bureau and public security bureau received a report said: in the zen city Shi Wan town sand hills a "microlite marketing center" and founded four warehouses begoun town industrial zone, a suspected counterfeit in the "new source" and "SAN debao" brand microlite products.Public security bureau immediately by zen city administration for industry and commerce has carried on the attachment, a total of counterfeit products seized more than 10000 cases.In late April, the cases of infringement was foshan city public security bureau and zhaoqing city public security bureau joint detection, and arrested several suspects and the reason.It is understood that the infringement cases involving fake and inferior products as high as millions of yuan, the amount of heavy belongs to the case.
The above violations caused a high attention in the industry.In fact, the ceramic industry has been no shortage of "gold digging" trademark infringement events, many small businesses want to cut corners, with "" large well-known enterprises famous" lift "illegal means, make illegal interests.in
5, keywords: out of stock
After the Spring Festival this year to open in March and April, let many tao qi very happy indeed, because the accumulation of inventory in warehouse before the Spring Festival has once appeared out of stock, production line to work overtime, even new production lines can't meet the market's "big appetite".Media reports, in shandong region once appear break goods phenomenon, many ceramic enterprise director also said that their one kind of product in the open at the beginning of the year also appear break goods.
For break goods phenomenon, however, many top ceramic enterprises are calling for the rationality, don't get too excited, because out of stock, there are many objective factors of human uncontrollable, and subjective factors such as unreasonable production planning strategy, therefore, to open in one type of product especially new products out of stock belong to normal phenomenon.
6, keywords: production capacity
All glazed ceramic because of its beautiful design and color, once launched, it is popular with consumers, this year in the market, but also responded enthusiastically, it is reported, earlier this year, the new pearl ceramics group, Marco Polo tile, hongyu enterprise such as ceramic enterprises are increasing all glazed ceramic production line, the media called "all glazed ceramic battle".
Not only that, some well-known ceramic enterprises are also expanding its own production base, such as jia jun ceramic production base enping this year started the second phase of the construction project and sun Byrd ceramic tile production base issue in production line
7, keywords: electricity
"Double ten" this year, taobao again hit a new record high: e-commerce sites daily turnover in 35 billion.Such an astonishing number for traditional offline sales for the development speed of China's e-business can use thunderbolt less than their ears to describe, potential of the electronic commerce is by "leather" "fate" of the traditional stores.
In ceramic industry, since this year, the new source, the new pearl, Marco Polo, Jin Yitao, loulan ceramic industry such as electricity, big companies began to layout cat open a flagship store in day, but in the end, clinch a deal the effect is not satisfied.China foshan ceramic industry association, director of the office blue guards, according to online ceramic volumes, more than 80% for the middle and lower reaches of the brand, high reputation, premium and foshan ceramic, online transactions is still very small.
In the past, now, I'm afraid the future for a long time, the traditional enterprise electricity will become hot keywords.Electrical business impact to the traditional enterprise confuse bosses, into electricity for the wind.Although the head person many, but the industry is convinced that the e-commerce is the first business, the future will be the traditional enterprise.Traditional enterprises involved in electricity that Internet thinking problem, first is to abandon the old mode determination problem, also lies in the talent gap.Generation of operating thinking idea is very good, but many problems in practice.So many people in the hope of age substitution upper level, how the future remains to be seen.
8, keywords: micro marketing
In ceramic industry, the movie marketing has not been fresh rare, the enterprises have been able to skillfully use of the characteristics of micro film brand media, some even in micro film industry has a good effect.During the universal carnival network era, the film is easy to approach each customer, to attract consumers, is an effective way of communication.But also the low brand awareness, the attention is difficult to translate into order rate two big problems.How the net friend of micro film attention into purchase rate, is the key point of enterprise marketing capacity.
9, keywords: design
Ceramic tile as decoration materials used in most of the category, the product mix is a unique perspective to work, if you want to get beauty, from decorate ceramic tile shop is stuck in the cooperation and the designer can yet be regarded as a reliable way, but now, the designer is more and more prominent in the field of decoration, as a result, many ceramic enterprise groups with close ties with the designer or designers, they increasingly frequent participation in designers activities, more and more communication with stylist.
10, keywords: anti-dumping
In February 2012, the eu anti-dumping investigations into China ceramics for daily use.In November the same year to make a preliminary.Late February 2013, the European Union announced preliminary modified ceramic anti-dumping case in China as a result, the temporary tariffs by 17.6% ~ 58.8% cut to 17.6% ~ 36.1%.The average rate is 26.6%.In July this year, Brazil's trade protection agency announcement said, again will not glazed ceramic tile anti-dumping investigation in China, accused of dumping margins for $15.50 / square meters, to impose punitive tariffs of 264.1%.
For the current domestic ceramics in international anti-dumping, are enjoying the personage inside course of study thinks, "it is devastating for some Chinese ceramic enterprises".But for this, some people in the China ceramic industry association, said: "it is not so serious."On the one hand, although the winter of the international market, but still vast domestic market.There have been used as the home of porcelain, Chinese ceramic tradition and habits, so don't worry about the domestic market.At the same time, the anti-dumping also reversed transmission domestic ceramic enterprises in terms of product upgrades, to exploit emerging international markets such as Africa, the Middle East, Russia.
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