Ceramics less original design Domestic and foreign price disparity

Original design is the soul of ceramic sanitary enterprises. China's ceramic tile sanitary ware production technology level is almost the same as the world level, but due to the design gap, the price is nearly 10 times that of the imported product, and there is no brand of its own, most of which is the OEM operation, to do the work for others. . The short boards with weak ceramic product design capabilities have become the bottleneck restricting the sustainable development of the ceramic industry in China.

According to statistics, in 2009, the average unit price of ceramic tile imports in China was US$18.69 per square meter, the average export price was US$4.18 per square meter, the export price was only 22.3% of the import price, and the average unit price of Sanitary Ceramic imports was US$94.93 per unit. The price is US$13.94 per piece, and the export price is 14.7% of the import price.

It can be seen that although China’s ceramic industry is the world’s largest in terms of total production volume and the world’s total export volume, export revenues are only driven by volume. The waste of large amounts of resources, energy, and manpower has resulted in meagre profits, and the energy crisis and environmental pollution problems that have been plagued have plagued the development of the industry. The prices of ceramic products are still drawing the burden of anti-dumping. The ceramic industry is a serious and sober reflection.

The core competitiveness of ceramic enterprises lies in R&D design. Some internationally renowned ceramic brands have a business model of dumbbell-shaped charting, two designs for R&D and marketing, and a middle production chain.

The operating mode of many ceramic sanitary ware companies in China is olive type. The middle production process is huge, that is, the production capacity is huge, but both ends - R&D design and marketing - are obviously insufficient. This is not only a true portrayal of China's ceramic industry, but also the gap between national ceramic brands and foreign brands.

For national ceramic brands to rank among internationally renowned brands, R&D and design short boards must be made up. With the national independent brands and ceramic products printed with “Made in China”, to achieve product transformation and upgrading, the ceramics industry must avoid the problems of anti-dumping, and the ceramics industry must aspire to the ranking of the world’s ceramic powers and advance the scientific development of the industry. With the advancement of science and technology, to achieve the development goal of “relying on new growth”, the short board for research and development must be made up. Li Xiaoming, a well-known personage in the ceramics industry, stated that “the weak design capability of ceramic products has become a bottleneck restricting the development of the Chinese ceramic industry.”

Zhong Bin, Secretary General of the China Building Sanitary Ceramics Association, stated that "imported ceramic tiles and sanitary ware are usually designed to be more innovative and personalized, and many domestic products give people the same feeling." For many consumers, the lack of personality Chemical design and creativity are a major drawback of domestic building sanitary ceramic products. “The innovation ability, design level, and R&D technology in the development of the brand of building sanitary ceramics in China are not perfect. Abandoning the brand, giving up the design, and only doing OEM products, and using low-price competition will only stagnate the entire industry. ."

The famous Italian ceramic expert Gurry Serge said that the ceramic industry has a famous saying: "The biggest competitiveness of Italian ceramics lies in the design." Italy, as the world’s number one ceramic country, Chinaren, relies on design to establish a dominance in the world market. In order to break the bottleneck and improve competitiveness, China’s ceramic industry must raise its design to a new level. Product design, as one of the most important and key links for China's ceramic industry to enter the international market, must attract the attention and attention of the entire industry and all enterprises. Just as industry experts say, Chinese ceramics must have a sufficient market share at home and abroad. Apart from making efforts in product quality, it is more important to initiate a revolution and innovation in the field of ceramic design. The design innovation is Chinese pottery. The company straddles the gantry.

The long board of ceramic product production capacity is enough, and the short board of R&D design needs to be urgently needed to make up. Ceramic companies should be clear that the advantages of production capacity are weakening, and the strength of design capabilities is and has played a significant role. The gap in product prices is enough to prove this. Therefore, ceramics companies must uphold the "rely on new and strong" guiding ideology, increase innovation, especially R & D and design investment and innovation.

To use its own R&D and design capabilities, it is necessary to draw on domestic and foreign R&D and design strengths, not only for me but for us. Ceramic companies should broaden their horizons, look at the global home furnishing network, and actively recruit and use domestic and international product R&D and design forces to serve companies and brands. Only by shortening the shortcomings of R&D and innovation, will it be possible to enhance the market competitiveness of domestic ceramic companies and products, and it is possible to enhance the development speed and quality of the national ceramics industry, so as to create the core competitiveness of ceramic enterprises.

Fortunately, there are vendors who have set an example. A good beginning is half of the success. We hope that more and more ceramic sanitary ware companies will put the original design into the most important position.