How does CCTV focus on the transformation industry of ceramics industry

November 28, CCTV financial channel "time" to "ceramic industry transition way the industry is expected to collective ice", focusing on the domestic ceramic industry, the camera is leading enterprise in the industry transition, and showed the results of ceramic industry transformation and the positive trend.　

For the domestic ceramics industry, this is undoubtedly a good signal to boost market confidence.

The turning point of China's ceramic tile industry took place in 2014, and before that, it has become the world's largest producer, consumer and exporter of ceramic tiles. In 2015 and 2016, China's ceramic tile output basically kept zero growth, and the ceramic tile exports continued to decline. According to customs data, the ceramic tile exports in 2016 fell 33.57%.

At the same time, China's ceramic industry also faces a series of problems in the development process. The excess capacity and the homogeneity of homogenization have limited the market competitiveness of China's ceramic tile industry. In this situation, some ceramic tile enterprises rely on their own efforts and exploration, positive reverse the unfavorable situation, has obtained the good effect, also provides reference for other enterprises.

First, we will upgrade our products and take the high-end route. , according to the ceramic information reported in the first half of 2017, China's brick of pottery and porcelain export average unit price is only $4.98 / square meters, the China building materials, a set of data, according to July 1, 2017, the Italian ceramic tile the average price of 13.7 euros ($16.37) per square meter, Spain at 6.5 euros ($7.77) per square metre. The data of these two groups partly reflects the relatively low added value of tile products in China. In recent years, due to the rising cost of raw materials, fierce competition among low-end products and low profit margins, the survival pressure of tile enterprises has multiplied. Some enterprises have found a new way to improve product design through technology and humanization, and meet the demand of high-end users for product aesthetics and various practicalities. "Trading" mentioned Nobel ceramic tile, launched a new generation of global ceramic tile - Nobel ceramic tile, the original SIMM - TEC four big core technologies, antifouling sex far beyond the natural stone material, compared to the marble, better wear resistance, texture clear, feel warm, realized the fanciful and the functional perfect and unified. As a high-end ceramic tile, the Nobel ceramics throw brick prices higher than ordinary even Italian ceramic tile ceramic tile, but tencent household survey showed that about 83% of consumers are willing to pay for high quality porcelain throw brick.　　

Second, business model upgrading, online and offline integration into the best solution. High quality products are the core competitiveness of enterprises, but how to make consumers more convenient access to products and products is the key to product marketing. With the development of Internet and mobile Internet, e-commerce sales channel is becoming more and more important, and is becoming the main way for ceramic enterprises to break the ice. To the "time" program of Nobel ceramic tile, for example, 1 - in October 2017, the Nobel ceramic electric business channel sales rose 72.89%, double tenth day, only the Nobel ceramic tile Tmall official flagship store sales as high as 460 million, advocate material category sales Tmall home outfit in the first place. "The combination of online and offline organic is the best solution," luo shuggan, chairman of hangzhou Nobel ceramics co LTD, told CCTV.

Third, take a long view. "The board wants to see how a CEO can see the next five to 10 years in the next 30 years," ma said. Countless examples support the long-term importance of entrepreneurs. The ceramic tile industry has excess capacity and homogeneity, which is directly related to the urgent benefit of many tile enterprises. On the contrary, the Nobel ceramic tile shows the company's long-term vision. As early as 1997, the Nobel ceramic tile began to transform the high-end business, taking the technical route. As of May 2017, the company has accumulated more than 300 research and development projects, applied for more than 600 patents, and won many honors such as "technology leading product certification" and "technological innovation award". By investing in proactively technology research and development, after five years studying, launched in July 2016, porcelain tile, driving innovation revolution again in October this year, cast porcelain brick innovation to upgrade products -- big plate porcelain brick, through continuous innovation lead the growth of the ceramic tile industry high-end market, become the representative of "made in China".　

 　Three quarters of 2017 years ago, pottery and porcelain quarter development climate index continues to rise, but the ceramic industry still faces some pressure, represented by the Nobel ceramic tile ceramic tile enterprises are trying to reverse the unfavorable situation, leading the "ice-breaking" development of ceramic tile industry.