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The ceramic industry should tap the potential of emerging markets in the face of difficult business situations
It is reported that the ceramic industry has encountered difficult business situations: foreign anti-dumping "surrounding the city", domestic demand has been greatly reduced, manpower and raw material costs have been rising, coupled with the continuous expansion of production capacity, the era of ceramic industry "printed ceramic tiles is like printing money" Once gone, the business of Tao enterprises suffered from chills. What is more serious is that after the central government adjusts the policy of “unchanging real estate regulationâ€, the possibility of real estate recovery in a short period of time is reduced, and the ceramic industry that is dependent on it will face a more severe situation. It is reported that not only Foshan, the national ceramic market is currently squeezed by the international and domestic markets, sales are not optimistic. Wind, frost, snow and snow have come to an end, and the spring sunshine is not far away. Lan Weibing, director of Foshan Office of China Ceramic Industry Association, told the author that “the current production status of Foshan ceramics enterprises is in a stable state, and the rate of shutdown is not more than 10%, which is a normal level.†Although the status quo of the industry is not yet panic, but the problem Still in front of you, how to break through from the status quo and find a way to sustainable development? Establish a reasonable market early warning mechanism, do a good job of reserve and regulation of the reserve market, increase scientific and technological research and development, and strengthen industry associations and functional departments. The management work, the company takes the initiative to go out... Only by paying enough attention to the problem, the method has the possibility of implementation, and the ceramics enterprise may be able to follow the picture. In fact, in the face of difficulties, Tao enterprises should deepen their products and not only produce a ceramic product, but also operate a ceramic culture and carry it through all aspects of product design, production and sales. Let consumers create a sense of identity, thus forming a brand culture and brand influence, making it a key point for products and brands to go against the market and prosper. Establishing a market early warning mechanism from the EU to impose an anti-dumping duty of up to 73%, to the anti-dumping tax rate of 9.14%-29.41% in South Korea, the Chinese ceramics industry is facing the biggest anti-dumping investigation in history, and the scope has spread from the EU to more countries. In the final analysis, the inaction and incompetence of Chinese ceramic enterprises in anti-dumping investigations is due to the imperfection of the early warning mechanism. Without an early warning mechanism established, when encountering anti-dumping investigations, ceramic enterprises are often difficult to respond quickly in a short period of time, objectively delaying the opportunity to enter the market. The so-called market early warning mechanism refers to a set of various evaluation indicators for testing the import and export products of the country, such as making timely predictions on the quantity, price, quality standards and market share of imported and exported commodities, reminding domestic enterprises to adjust the quantity and price of products, etc. To avoid damage caused by dumping of foreign products or anti-dumping charges in foreign markets. "This can play a very good role in macro regulation." Blue Guard told the author, "When a market in a country's ceramic market occupies too much market share, or the price is too low, you can use this set. The early warning mechanism is balanced.†Of course, this early warning mechanism cannot be constructed solely by the enterprise itself. The enterprise can only analyze the market share of the brand products from its own micro perspective, which is both small and scattered. Moreover, once it involves global macro-level issues such as international market demand, domestic market supply, and quality standards, companies often appear to be weak and incapable of manipulating. In addition, if only the enterprise is doing this work, a large amount of manpower and material resources are put into data analysis and research, and the results obtained may not be authoritative, but the labor is repeated, and the effect is not great. “This work can be done by national or regional chambers of commerce and associations.†Blue Guards has given the ceramic industry a trick. The perspective of industry associations is more objective and fair, and can balance the relationship between enterprises and enterprises. When the competition in this market is too fierce, the association can come forward and start an early warning mechanism to guide some enterprises to withdraw from the market to maintain their good market order. “It is to protect ceramic enterprises from a global perspective and make them reasonable in the international market. Allocate resources to jointly achieve benefits and development. In addition, a reasonable and benign market early warning mechanism can help enterprises to understand the development of technical standards of China's major ceramic export markets in a timely manner, keep abreast of market trends, and address the complex problems that may arise. Prepare for it. The capacity is still expanding, but the export market is not optimistic. Anti-dumping will be the biggest obstacle for Foshan Ceramics' export this year. It is understood that in 2011 alone, countries such as the European Union, South Korea, and Argentina initiated anti-dumping investigations on Chinese-made ceramic tiles. In particular, the implementation period of the EU's anti-dumping duties was five years, which had a huge impact on Foshan ceramics exports. According to Asian ceramics ceo Pu Dingxin, due to the EU's anti-dumping, only in the second half of last year's Canton Fair, merchants from Europe fell by more than 50%, and the volume of orders also fell by nearly 30%. Foshan Customs statistics show that from January to October 2011, Foshan exported 26.85 million square meters of ceramic tiles to the EU, worth 160 million US dollars, the volume and value dropped 24.4% and 20.1% respectively. According to industry insiders, in 2012, the United States, Brazil, Vietnam and other places may launch anti-dumping on Chinese ceramic tiles, coupled with the risk of the global economy facing another downside, the ceramic export situation is grim. The prosperity of the ceramic industry, the trend from the ceramics industry can also be seen at first glance. The general manager of Modena Machinery, Guan Huojin, told reporters that since the second half of 2011, orders for the entire industry chain have fallen sharply. The total number of presses in Kodak in 2010 decreased by nearly 50% year-on-year, but last year's situation is not good. It is expected that the total number of presses will not exceed 500 this year, the whole situation is still relatively severe." Unlike the decline in market demand is However, ceramic tile production still shows rapid growth. According to data released by the Ministry of Industry and Information Technology, the national ceramic tile production in the first 10 months of 2011 was 7.54 billion square meters, an increase of 14%. Among them, the output of Guangdong and Fujian with a large proportion of exports increased by more than 16%, driving the growth of ceramic tile production nationwide by 10 percentage points. In the view of Guan Huojin, overcapacity is also a problem faced by the ceramic industry this year. According to the survey of China Building Sanitary Ceramics Association, the current production line of the national ceramic industry is more than 3,000. According to the calculation of 330 days a year, the output will exceed 10 billion square meters, and according to the '12th Five-Year Plan, 2015 The planned production of ceramic tiles is 9.5 billion square meters, which means that the existing production capacity can meet the market demand without adding any one production line.†While the sales are facing difficulties, the cost of ceramic enterprises is still increasing. It is understood that in 2011, the price of zirconium silicate in the glaze, green body and frit is very high, from about 10,000 yuan / ton to more than 20,000 yuan / ton, the price has doubled, and many color glaze The cost increase of materials and the like is also above 50%. In addition, the Foshan ceramic industry generally has a wage increase of more than 20%, and the profit margin of ceramic enterprises is greatly reduced. Industry insiders expect that rising costs will still be one of the pressures to operate next year. Exploring the potential of emerging markets "In the next 5-10 years, ceramics is still a sunrise industry." Blue Guard told the author that the ceramic industry has a national production capacity of 9 billion square meters. At present, the world's per capita consumption level is not high, and many emerging markets. The potential is huge and needs to be further explored. According to the announcement of the Foshan Inspection and Quarantine Bureau, in the first four months of 2012, a total of 726 batches of sanitary ceramics were exported by Foshan Inspection and Quarantine Bureau, with a total value of 13.3244 million US dollars, a decrease of 7.69% compared with the same period of last year. With the overall decline in exports and the continued decline in exports from European countries, the growth of Asian countries and emerging markets has provided Chinese ceramic companies with a new path to achieve overseas profit growth. Statistics show that in 2011, Foshan ceramics exports totaled 50,000 batches a year, with a total value of 1.26 billion US dollars, a 6.2% increase in batches, and a 15% increase in value. In 2011, Foshan ceramics exports in the EU due to anti-dumping, a decline of about 30%, but in emerging markets such as South America and Africa, but the performance is eye-catching, with a considerable increase. “In 2012, we are delighted to see that the old market has been broken and new markets are emerging. Although other countries such as the EU have “anti-dumping†against us, we also have international emerging markets such as Dubai and the Middle East. Qatar 2022 World Cup, Saudi Arabia's large-scale infrastructure projects and African, South American markets, etc.. Fu Weijie, vice chairman of China Ceramic Industry Association, is still full of confidence in the prospects of the ceramic industry. Last year, emerging markets such as the Middle East and South America contributed a lot to Chinese ceramic exports. The South American market has increased significantly. Brazil is the host country of the 2014 World Cup and the 2016 Olympic Games. The huge investment infrastructure of these two international sports events has stimulated public investment and promoted market opening. Data show that in 2011 Brazil still became the largest exporter of Foshan ceramics, with a total value of 10.72.42 million US dollars, an increase of 36.445 million US dollars over 2010. However, in the second half of 2011, after the Brazilian tax rate was mentioned from 15% to 30%, the export volume in October and November dropped significantly. In addition, the performance of the Indian market has been particularly eye-catching, rising from the 14th in 2010 to the fourth largest exporting country, with a total value of exports of US$48.279 million, more than doubled. And entering the emerging markets is not a once-and-for-all. As more and more companies look to the cake, new problems follow. "In Brazil, three or four dollars a square meter of permeable tiles are the most sought-after and fierce competition; in Russia, only a dozen Chinese companies participated in the local building materials exhibition. Last year, we found that the number of Chinese companies participating in the exhibition has increased to dozens. Everyone is staring at these places, is there still a real emerging market?†Wu Mingang, general manager of the International Business Unit of New Pearl Ceramics Group, said with emotion. Now it seems that doing domestic sales is the foundation of enterprise development. In overseas markets, finding the right position, increasing the added value of products, and establishing an international brand image will be the only way out.