The housing market is being controlled by the policy of Tao Wei's “little die of cold”

As 2011 is about to pass, in the whole year of review, the ceramics industry is full of many unstable factors, among which the national macro-control policy and the European anti-dumping sanctions imposed on Chinese ceramics have a greater impact on the ceramics industry, while the exchange rate rise and inflation are even more important. The days of ceramic companies are very difficult.

Starting from the “National Ten Articles”, China’s real estate market suffered a series of policy controls. Since then, real estate policies have become more stringent. The proportion of second mortgage down payments and interest rates have been raised, and more than three sets of mortgage loans have been fully suspended. The "Limited-loan" policy has been introduced. This has caused the volume of the building to be in a downturn. The ceramic industry is closely related to the real estate industry. Therefore, ceramic companies also encounter the embarrassing situation of “dead to the cold”. The rapid decline in the transaction volume of the building means that the amount of decoration will be greatly reduced, and ceramic products will also lose their use. According to the author's observation, since the second half of last year, the ceramics industry has obviously felt that the real estate's regulation and control policies have brought pressure on the ceramics industry, and private throwing plants have also closed down a large area.

*** Exchange rate continues to rise The export of ceramics companies is limited. The exchange rate of *** continued to rise in 2011, and the exchange rate of the US dollar against *** broke through the 6.6 and 6.5 mark. The continuous appreciation of *** has greatly affected the domestic export business, and the same ceramic industry cannot be left alone. According to relevant data, the export of major ceramic producing areas in 2011 had an increase of approximately 30% year-on-year in 2010. Shenzhen Qinjiang ceramics, such as ceramic cups, coffee cups, and other daily-use porcelains, grew by as much as 50%. Although the export volume has increased significantly, due to the higher exchange rate, the gross profit of the ceramic single product has dropped by about 5%.

In the domestic market, the price of inflation ceramic raw materials rose. Last year, due to inflation and economic overheating, China’s prices soared, causing prices of ceramic raw materials to rise. The authors found out that zinc oxide, one of the most important raw materials for ceramics, has seen the strongest increase this year, and it has risen to 20,000 yuan/ton by the middle of this year, an increase of about 50% year-on-year. Raw materials such as antimony oxide also rose to varying degrees, with an average of 20-30%. In addition to the rise in raw materials, the price of fuel has risen accordingly. At present, ceramic companies use coal gas as fuel. It is understood that the recent increase in the price of coal in Shanxi reached 25%. In the first half of last year, the price of coal per ton was more than 900 yuan, and now it has exceeded 1,100 yuan per ton. The stock of kaolin is gradually decreasing and prices are rising. “The price of ordinary kaolin was only a few hundred dollars a ton a few years ago, and now one ton is also the cheapest.” Someone in charge of the company sighed. In addition to rising raw materials, logistics prices have risen with the rise in labor and gas prices. According to industry sources, the cost of logistics for ceramics companies has risen by an average of 5-10% this year. In particular, some sanitary ware products have risen by as much as 30% in transportation costs. In 2012, Taowei companies must determine the direction of positioning. As of December, there are more than 5,000 tile brands in China, and more than 2,000 ceramic enterprises with a certain reputation in the market. Chaozhou, as the capital of China's ceramics for daily use, accounts for more than 50% of the country's ceramic production, and has gathered more than 45% of the ceramic brands on the market. However, at present, the top ten brands in the daily-use ceramics industry have the highest market share of less than 8%. In response, industry insiders said that the low level of industry concentration will provide huge room for the brand to locate high-end, fast-growing innovative companies.

Although China is a big producer of ceramics, it is the world's largest producer, but it is not a ceramic country. The main products are middle and low grades, with low added value and low selling price in the international market. The price of similar products is only a fraction of those of ceramics such as Italy and Spain.

Ceramic excess capacity, supply exceeds demand, companies compete for the market, competing to lower prices, the industry's profit levels continue to decline. The lack of independent innovation capability of enterprises and the homogeneity of products have led to a lack of competitiveness in the international market. The production of the ceramic industry has obvious regional characteristics. In the past, it was mainly concentrated in Guangdong, Jiangxi, Shandong, and Fujian provinces, but in recent years it has spread all over the country. With the continuous expansion of enterprises, the continuous expansion of production lines, and the continuous increase in total production volume, resulting in a serious overcapacity and imbalance in supply and demand, it also caused serious pollution in the region and the exhaustion of resources. However, in the northwest, northeast, Inner Mongolia and other regions, the overall economic level of the restriction, despite the resource advantages, the overall level of the ceramic industry is lagging behind.

Under the current global economic integration background, in the face of severe international financial crisis, foreign anti-dumping, and high exchange rate, how can we use resources, reduce energy consumption, and reduce pollution to the environment while achieving maximum economic benefits? The sustainable development of the industry is an urgent problem for China's ceramic industry. In 2012, the ceramics industry must firmly determine the direction and identify the positioning among uncertainties.