On June 29, the long-awaited 36th Guangzhou Ceramics Industry Exhibition opened grandly at the Pazhou Complex of the Canton Fair.
This exhibition is a wonderful start against the background that the global manufacturing industry is constantly aligning with "carbon peak" and "carbon neutrality", intelligent manufacturing and whole-line engineering and industrial interconnection trends are surging, and China's ceramic industry is facing a new round of economic changes. sail. This is also the first industry-wide exhibition held by the ceramic industry in 2022.
One of the major innovative measures of this year's exhibition is to cooperate with the Foshan Ceramics Expo, which will open on July 5, to carry out "double exhibition linkage" in an effort to open up the upstream and downstream industrial chains of the ceramic industry. .
400+ companies compete on the same stage, online and offline complement each other
Since 1987, the Guangzhou Ceramics Industry Exhibition has been held annually. After 36 years of development, it has become one of the largest and most influential ceramics industry events in the world.
According to the organizer, this exhibition continues last year's online and offline complementary and parallel exhibition method, and launched the "Cloud Ceramics Industry Exhibition" in parallel with the offline exhibition. There are more than 400 companies participating in this online and offline exhibition, including more than 100 exhibitors who chose to participate online due to the impact of the epidemic, and nearly 300 companies that actively overcame various difficulties to participate offline.
In addition, this Guangzhou Ceramics Industry Exhibition will also be jointly exhibited before and after the Foshan Ceramics Expo, which will open on July 5. Through the centralized display of new technologies, new products, and new trends, "double exhibition linkage" Open up product manufacturing and design applications, and jointly create more and better platforms and services for the ceramic industry through cross-border integration of upstream and downstream industrial chains.
At the same time, after its first appearance at the Guangzhou Ceramics Industry Exhibition last year, Dajiaolu Super Wear-Resistant Marble Tiles will continue to participate in the exhibition this year and is still the only ceramic tile manufacturer and brand at the exhibition. "People PK Competition" has become one of the most popular booths at the exhibition.
According to the organizer, although it is facing challenges such as changes in the international industrial and supply chains and the impact of the epidemic, with the full help of all parties, this exhibition still exhibits fashion trends, latest concepts from around the world, and The latest technologies, equipment, and products from the ceramic industry as it moves toward digitalization, technology, and green and low-carbonization.
Great changes contain great opportunities. Confidence is more important than gold
During the exhibition, the organizer also organized a number of exciting activities in conjunction with industry media, business associations, exhibitors, etc.
Among them, on the afternoon of June 29, the 2022 China Ceramics Industry Development Conference with the theme of "Big Changes, Big Challenges, and Big Turnarounds" was grandly held, focusing on the innovative development of the ceramic industry, the creation of consumer brands, and the development data of China's building ceramics industry. Topics such as these were analyzed and discussed to find new directions and focus for the innovation and development of Chinese ceramics.
Wu Xudong, vice president of the Building Materials Industry Branch of the China Council for the Promotion of International Trade and vice president of the China Chamber of International Commerce Building Materials Industry Chamber of Commerce, said that high energy consumption, high pollution, and traditional extensive development based on quantity win The model has been eliminated by the times, and a new industry-wide ecosystem is being reshaped and reconstructed.
Vice President of China Council for the Promotion of International Trade Building Materials Industry Branch, China Chamber of International Commerce Wu Xudong, vice president of the Building Materials Industry Chamber of Commerce, delivered a speech
Under the pressure of the general environment and driven by a group of outstanding innovative equipment supporting companies, ceramic production efficiency has been greatly improved, the production environment has been greatly improved, product iteration cycles have been shortened, product categories have become more diversified, and products The effects are becoming increasingly abundant, and product applications are breaking through boundaries... It is no exaggeration to say that the transformation and upgrading of high-quality development of China's ceramic industry has achieved substantial results.
Ouyang Tiansheng, president of "Ceramic Information", said that the ceramic industry ecology has been completely reconstructed in the past few years. Especially since 2021, due to the direct impact of the real estate market, the contradiction between supply and demand has intensified, and industry competition has reached a stage of hand-to-hand combat; under heavy pressure, more inefficient and low-value backward production capacities have either actively or passively accelerated their exit, and the ceramic industry has truly entered the market. The big reshuffle stage.
Ouyang Tiansheng, President of "Ceramic Information" delivers a speech
Under the current situation, ceramic companies with long-term development aspirations hope to survive in the fierce competition.In the competition, we will continue to reduce costs and increase efficiency, accelerate product innovation, improve product quality, enhance competitiveness, and find new innovation points in the ceramic industry. Ceramics is still an industry with great potential, and confidence is more important than gold. As long as we keep pace with the times, we will surely become stronger in the waves.
There are many articles on the "surface" of innovation in the ceramic industry. Ceramic slabs are key products in the future
Wang Yongqing, dean, professor and doctoral supervisor of the School of Materials of Jingdezhen University of Ceramics, gave a keynote speech on "Innovation and Development of my country's Ceramic Industry in the Post-Epidemic Era".
He first started from the overall perspective of the country and the industry, pointing out the current situation faced by my country's construction and ceramics industry, including the slowdown in population growth leading to lower market demand, excess construction and ceramics production capacity, high energy conservation and environmental protection requirements, the impact of the new crown epidemic, advanced Ceramic materials are developing rapidly and many other current situations.
Keynote speech by Wang Yongqing, dean, professor and doctoral supervisor of the School of Materials, Jingdezhen University of Ceramics< /span>
Regarding the current innovation status of the building ceramics industry, Wang Yongqing pointed out four aspects, namely, there are many "surface" articles, few core innovations, a lack of innovative talents, and innovation is marketing-oriented. He said that there are four key points for innovative ideas in the future construction and ceramics industry.
The first is raw material standardization and low-quality raw materials, because highly plastic clay is reducing and high-quality ceramic raw material resources are becoming increasingly depleted, which requires companies to develop infertile material molding technology and reduce the raw material procurement radius.
The second is green and intelligent production, such as low-temperature firing and thinning of products. The key to achieving this is energy saving and carbon reduction in kilns. The third is product high performance and multi-functionality. High performance refers to processability or new materials, and functionalization refers to formaldehyde removal, anti-skid, heating and other functions. The fourth is the personalization and componentization of applications.
Regarding the future trends of the building ceramics industry, Wang Yongqing believes that there are the following points: First, the integration of leading companies has led to increasingly serious polarization; second, small businesses need personalized and differentiated products to survive. Focus on excellence; the third is the transformation of sales methods, embracing Internet e-commerce and live broadcasting, and connecting online and offline; the fourth is product transformation and development. The key products in the future are ceramic large slabs, foam ceramics, and smart toilets.
He concluded that construction and ceramics companies need to grasp the critical point and discover opportunities for integration and cross-border integration. "There is no winter that will not pass, and there will be no spring that will not come."
Future95% of brands will be eliminated and 5% will become true "consumer brands"
Dajiaolu founder Nan Shunzhi gave a special speech on "How to Build Consumer Brands in the Tile Industry", sharing the underlying logic of building consumer brands and the realistic basis behind the rise of new consumer brands.
After nearly 40 years of rapid development in the ceramic tile industry, the ceramic tile industry already has tens of thousands of brands, but so far no truly household and well-known "consumer brand" has been born - more than 99% of the brands are still Staying in the construction stage of regional brands or industry brands, even the few leading brands have not formally proposed the strategy of building a "consumer brand in the ceramic tile industry".
A special speech by Nan Shunzhi, founder of Big Horn Deer
From regional brands to national brands and even global brands, category has always been the key marketing force behind the brand and the real driving force of consumers and purchasing behavior. Therefore, the best strategy for building a brand is It is to create a new category and become the king of the first category.
At the same time, building a consumer brand is also a systematic project, including setting the name, setting the vision, setting the product, setting the channel (popularization is the market), setting the price (mainstream price), setting promotion, etc., through systematic construction and establish a big brand tree.
The Thousand Miles of Brand Road is also a key project for the top leaders and a concentrated expression of entrepreneurial spirit. Entrepreneurs need to concentrate all their energy on specific products and businesses, rationally allocate resources and teams, and work together to solve competitive problems and achieve The top and bottom have the same desire, and there is a consensus both internally and externally.
In the future, 95% of brands will be eliminated, and only 5% of brands will win and become "mass consumer brands" in the ceramic industry. In the next decade, Chinese ceramic tiles will also be born with global brands.
Market demand declined for the first time in more than 30 years, and the ceramic industry ushered in another "trillion-level" blue ocean
Cao Rubing, a senior media person, chief writer and deputy editor-in-chief of "Ceramic Information" and chief editor of "Ceramic Industry Long March·2020 China Tile Production Capacity Report", gave a speech on the theme of "Current Situation and Opportunities of the Ceramic Industry in the Post-Real Estate Era" .
He pointed out that this year the ceramic industry is facing an unfavorable environment in which market demand has declined for the first time in more than 30 years.But at the same time, the expansion of national ceramic tile production capacity continues.
Chief writer and deputy editor-in-chief of "Ceramic Information", "Long March of Ceramics Industry· Keynote speech by Cao Rubing, editor-in-chief of "2020 China Tile Production Capacity Report"
For example, in 2021, there were more than 200 new and technically upgraded production lines nationwide, of which more than 40 were large lines with a daily output of 30,000 cubic meters; in the past five years, more than 1,200 production lines across the country have completed technical upgrades. Currently, There are more than 86 large lines with a daily production capacity of more than 40,000 square meters. This shows that although the number of production lines has been reduced rapidly, the phenomenon of overcapacity due to the frequent emergence of large lines has not been alleviated.
At the same time, the current situation of the industry also includes this year’s low kiln opening rate, the rapid elimination of low-value products such as polished bricks and ceramic tiles, the congestion of new tracks such as rock slabs and plain bricks, and the price war. Many production lines in Jiangxi have been converted to produce lithium battery products, industry concentration continues to increase, etc.
So, where are the future opportunities for the ceramic industry? Cao Rubing said that the greater the pressure, the greater the gap between enterprises. Among them, "secondary decoration" is another "trillion-level" blue ocean for ceramic tile consumption, because half of the more than 65 billion square meters of houses in our country There is a need for secondary decoration in all of the above.
In addition, ceramic companies have also opened up their own blue oceans, such as cross-border entry into new tracks through products such as rock slabs, lightweight bricks, foam ceramics, and floor paving stones, and improving service value through tight joint paving and overall delivery. As well as making breakthroughs in the field of home customization through residential construction, construction and decoration.
Cao Rubing pointed out that ceramics have not been replaced by other materials for thousands of years and have extremely strong vitality. "Thousands of years of kiln fire, endless life. Cherish the present and live up to the time."
