Recently, China's ceramic sanitary ware exports have been subjected to anti-dumping investigations in Southeast Asia, the European Union, South America and other countries, and suffered from multiple domestic and foreign real estate control policies, rising raw material prices, rising labor costs, serious product homogeneity, and environmental pressure. Zhang Guoan, deputy general manager of Foshan Wei Ke Sanitary Ware Co., Ltd., told the reporter of China Sankei Shimbun: Under the “cold†situation of global and domestic economy, it is inevitable that some ceramic sanitary ware enterprises will withdraw from the historical stage. Low-end products Although China is the world's largest producer and consumer of sanitary equipment, Taowei enterprises face many problems that need to be solved, such as small scale, extensive production management, lack of core technology and serious product homogeneity. At present, in addition to international brands in the high-end market, there are more than 3,000 local brands. Among them, there are about 50-100 large-scale companies, and others are small and medium-sized enterprises. Therefore, ceramic sanitary ware products have been lingering in the middle and low-end products. Except for some foreign brands and a few domestic brands, there is no domestic market share of more than 5%. Wu Yue, a senior industry analyst at China Business Intelligence Network, said in an interview with the reporter of China Sankei Shimbun. In 2011, the retail sales of China's sanitary products market exceeded 46 billion yuan, with an average annual compound growth rate of over 19%. The share is less than 10%, the middle and low-end products account for more than 90% of the market share, and the middle and high-end products account for about 50%. Tang Hao, Managing Director of the European Union Ruby Bricks, believes that technology is one of the reasons that restrict the development of Chinese sanitary ware brands. In an interview with the media, he said: "The sanitary industry has core technology, which is reflected in the toilet. The Chinese sanitary ware industry has failed to break through the core technology, and it is difficult to lead the industry development trend and grasp the industry's right to speak." According to "2011 China Ceramics Brand The Competitiveness Report pointed out that China's ceramic sanitary ware industry has a nationally-recognized brand and a regionally-recognized brand, but it is still in a state of melee and separatism. This is mainly due to the large number of enterprises, the large number of brands and the large output, and inevitably there will be a national and regional competition pattern. Perhaps the city head flag will be replaced, but the state of dispute will continue, which also reflects the current reality of China's ceramic sanitary ware. At present, there is still a lack of market leading brands. In an interview with the reporter of China Sankei Shimbun, Zhang Guoan, deputy general manager of Foshan Wei Ke Sanitary Ware Co., Ltd., said that at present, the market demand for product grades has always been pyramid-shaped, the top is high-end products, the following are middle and low-end products. At the same time, the grades and practices of ceramic sanitary ware products are also out of touch. The so-called grade considerations are mainly reflected in high quality, high quality service, brand awareness and brand premium. The above conditions are high-end products. “On the contrary, the products we see in the market are often the opposite. This is mainly because the products are not high quality and excellent service, first claiming their high-end brands, pursuing brand premiums in pricing, and secondly pursuing quality. And the service. The result is inevitably not recognized by the market. In the end, it only became a 'slogan grade', a brand low-grade product." Zhang Guoan said. He believes that high-end products are mainly quality (including guarantee and quality improvement technology), we do not have quality service, no brand awareness equal to product quality, so there is no high premium, in the creation of international brand awareness, ceramic sanitary ware There is no successful model to draw on. In addition, Zhang Guoan said, "There are serious homogenization problems in sanitary products. In appearance, as long as the trademark is torn off, it is basically impossible to distinguish who is who." The quality is worrying. In February last year, the AQSIQ released the "ceramic sitting." The results of national supervision and inspection of toilet product quality, in which the results of quality inspection of ceramic toilet products show that there are 26 brands of products that do not meet the relevant standards, and the pass rate is only 78%. It is "family routine" for ceramic sanitary ware brand products to be unqualified. “The problem of unqualified product quality in domestic ceramic sanitary ware enterprises is mainly caused by the low level of product design and process and the unreasonable product structure. In order to reduce costs and even use cheap raw materials, enterprises lack the necessary testing and quality control methods. In recent years, the ceramic sanitary ware company has pursued a large scale and sacrificed the quality and service of some products, which led to the exposure of many product problems.†Wu Yue told reporters. Wu Yue told reporters that with the continuous expansion of ceramic sanitary ware enterprises and the continuous expansion of production lines, resulting in overcapacity in the industry, supply and demand have also lost balance, resulting in serious pollution in the region and depletion of resources. From the "Twelfth Five-Year Development Plan for Building Sanitary Ceramics Industry", it is estimated that in 2015, the demand for domestic building ceramic tiles will be about 9 billion square meters, and the demand for sanitary ceramics will be about 160 million pieces. Together with the export volume of products, it is estimated that by 2015, the output of building ceramic tiles will reach 9.5 billion square meters, and the output of sanitary ceramics will be about 200 million pieces. According to the data of China Business Intelligence Network, in 2011, the national ceramic tile production was 9.083 billion square meters, and the production of sanitary ceramics exceeded 200 million. At present, these production capacity basically meet the market demand in 2015. "In the face of operational difficulties, small and medium-sized ceramic sanitary ware enterprises should actively adjust production models, innovate and optimize industrial structure, continuously promote product upgrading with technological innovation, develop high value-added products, continuously extend value chains, and accelerate enterprise transformation and upgrading and resource integration. Expand the domestic market to enhance competitiveness." Wu Yue said.
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