As the world's largest producer of ceramic tiles, China's ceramic tile production capacity accounts for about 48% of the world's total output and 41% of the world's total exports. In the past 15 years, China's ceramic tile industry has promoted the development of global ceramic tiles. However, the double-digit decline in exports from January to December 2016 and the decline in volume and price are not only the top ten ceramic brand manufacturers in my country, but also relevant government agencies and industry organizations should pay more attention.

Where is the problem

First, the transformation pressure is huge, the ceramic industry is in the doldrums. In 2016, under the background of structural adjustment of the real estate industry, the ceramic industry was unusually depressed. Externally, the market is shrinking, sales are declining, competition is fierce, and internally, environmental protection is high, innovation is insufficient, and capital is broken. Ceramic enterprises are in the most difficult moment of the new round of development cycle. Many large enterprises have announced their delisting, and more enterprises are under-operating due to warehouse explosion and environmental protection pressure. Guangdong, Jiangxi, Hubei, Sichuan and other production areas have frequently reported that ceramic enterprises have been liquidated, blocked and besieged. The living conditions of the ceramic industry are worrying.

Second, overcapacity, pottery enterprises seek transformation is imminent. It is understood that the ceramic overcapacity is as high as 40%. Due to the blind production of many small and medium-sized ceramic enterprises, the inventory is high. In the next five years, the ceramic industry will cut production capacity by more than 1/3. As the largest ceramic production base in China, Guangdong has become the hardest hit area for the closure of ceramic enterprises. In the past two years, 20 well-known ceramic enterprises have closed down in Foshan alone. In the future, more ceramic enterprises may close down, and the industry will usher in a big reshuffle. Under heavy pressure, ceramic enterprises have to speed up the pace of product upgrading and transformation to adapt to the new environment.

Third, due to the dual constraints of anti-dumping measures and technical barriers to trade, exports are blocked. In recent years, 12 countries and regions, including the European Union, South Korea and the Philippines, have raised the cost of Chinese ceramic tiles, weakened the competitiveness of Chinese ceramic tiles and protected their own enterprises by imposing anti-dumping duties. In May, July and August 2016, Mexico, Brazil and Argentina successively launched anti-dumping investigations against Chinese ceramic tiles, with the proposed levy ranging from 35% to 264. 1% tariff. In 2015 alone, Foshan, Guangdong, China's main ceramic producing area, encountered 7 anti-dumping investigations, involving an amount of 2. 9.9 billion US dollars, 497 enterprises involved (times). In recent years, Malaysia, Ecuador, the Philippines, Thailand, Indonesia, Saudi Arabia and other countries have also continuously formulated new technical trade measures for ceramic products, which have adversely affected my country's ceramic export industry.

Fourth, the global ceramic tile production layout has undergone major changes. In recent years, in addition to Italy, Spain ceramic tile production power, Brazil, India, Vietnam, Indonesia, Turkey, Iran, Mexico and other countries ceramic tile industry has developed rapidly, in addition to China, the world's top ten producing countries ceramic tile production accounted for 34 of the total. 50%, India, Vietnam, Indonesia and other countries with relatively low production costs, the price is more competitive than China's ceramic tiles; at the same time, under the pressure of the European economic crisis, Italy, Spain and other European high-end ceramic tile brands began to reduce prices for export, China's ceramic tile export market is attacked by both sides, the space is getting smaller and smaller.

Fifth, vicious competition intensifies, product homogeneity is serious, and brand value is low. China's ceramic export enterprises have poor industry self-discipline and disorderly competition in the industry. They compete for the customer market by lowering prices and reducing costs. Some trading companies are eager to open the international market. In order to get orders, they even export at prices below cost. Export tax rebates are used to make up for costs, resulting in serious vicious competition in the entire ceramic export industry and declining export profits. At the same time, the phenomenon of homogenization of China's ceramic industry is rampant, for hot-selling products, lack of enterprise's own innovation potential, and the investment in R & D is far from that of enterprises in developed countries.

Sixth, international demand has changed. For a long time, the polished tiles in the category of unglazed tiles in China have occupied an important position in the export of ceramic tiles in the world with the advantage of high cost performance. However, as people have higher and higher requirements for the safety and decorative effects of architectural decoration, the shortcomings of polished tiles such as non-slip, relatively single color, and poor pollution resistance are highlighted, while non-slip, diversified surface textures, and rich decorative effects Glazed tiles are becoming more and more popular in the market, and glazed tiles have become the mainstream in the international market.

Recommend

One is to reduce production capacity, go to volume to protect prices, increase investment. Enhance the pursuit of design, color, function, brand, etc., meet the new market demand, and find business opportunities under the dual oppression of overcapacity and intensified market competition;

The second is to deepen the construction of export ceramic quality and safety demonstration zone, improve the service system of technical trade measures, gradually improve product quality, establish global brands, formulate international standards for ceramics, and bring high-quality public services for the industry to cross foreign trade technical barriers and trade facilitation;

The third is to guide enterprises to increase the research and development of new products, change the current problem of product homogeneity in the ceramic tile industry, and enhance their competitiveness;

The fourth is to guide and standardize industry self-discipline, promote the development of small and medium-sized enterprises and orderly competition, support the industry to increase investment in R & D, design, transformation and application of high-end products, protect intellectual property rights, and create a good environment for accelerating transformation and upgrading and occupying the high end of the value chain.

Fifth, give full play to the functions of commerce, inspection and quarantine and other departments, strengthen the research, response and negotiation of foreign trade relief and protection measures, and spare no effort to safeguard the legitimate rights and interests of the industry.