【国内市场】汉贝托：2012年中国陶瓷行业综述

    汉贝托：2012年中国陶瓷行业综述

2012，是困难的一年，但机遇与挑战并存。 2012 a difficult year full of challenges but also opportunities 今年，中国国内终于感受到了全球经济放缓所带来的影响。受到大部分公司出口额的下降，以及欧盟国高关税的影响等等的其他各种原因明显地影响着整个陶瓷行业，迫使制造厂家将产品销售到中国大陆——一个在全球其余地方都冷清而它仍然火热的市场。这样的情况让中国国内市场竞争非常激烈，“价格战”的出现亦在所难免。 china finally felt the effect of the world wide slow economy this year. lower exports by most companies and higher duties by the european community among other things affected definitely the industry and forced the manufacturers to sell the goods in mainland china, a still somewhat hot market while the rest of the world is cold. this made the domestic market extremely competitive and as always when things like this happen: “a price war” started in the country. 很多公司处于求生存的状态，更有不少企业不得不关闭或者出售给规模更大或资金实力更强的公司。 many companies were or still are on survival mode, many others had to close or were sold to bigger companies or companies with bigger pockets. 但就如达尔文先生最著名的一个语录所说：“能生存下来的并不是最强大的或最聪明的物种（企业），而是那个最能够适应环境变化的物种（企业）。” but like mr darwin said in one of his most famous quotes: “it is not the strongest of the companies that will survive, nor the most intelligent, it will be the one that are more adaptable to the change” 下面，我以我的角度做一个总结，希望能让你对整个行业的现状有一个了解，以及为提升我们的行业并往正确方向发展所需要作出的改变。 as a sub-sector of the home decorative products industry, the ceramic industry has kept a low profile in china, but now its status in the overall decorative market is gradually rising. even with the pressure from environmental regulations, fierce market competitions by the shift of selling most production in china and rising rmb have not put off the vitality of the chinese ceramic industry. 中国陶瓷行业现状与回顾 china ceramic industry status and review 作为家居装饰材料的一部分，陶瓷在中国一直属于低关注行业，但现在它在整个装饰材料市场中的地位在逐渐提升。即使面临各种环境法律法规的压力、转移产能销售带来激烈的市场竞争以及人民币升值，都没有减弱中国陶瓷行业的活力。 as a sub-sector of the home decorative products industry, the ceramic industry has kept a low profile in china, but now its status in the overall decorative market is gradually rising. even with the pressure from environmental regulations, fierce market competitions by the shift of selling most production in china and rising rmb have not put off the vitality of the chinese ceramic industry. 管理的质量需要提升 management quality needs be improved 20世纪90年代后期以来，中国国内市场与国际出口市场的蓬勃发展，成长了一些大规模的陶瓷企业，相应的在这些企业中又催生了一大批陶瓷行业的专业人才。 陶瓷行业需要提高自身从业人员的素质，我个人的意见是我们可以从其他成功的行业引进人才。 since the late 1990s, the booming domestic and international demand for ceramics had led to the development of some large scale ceramic companies, which in turn had given birth to some ceramic professional talents in the ceramic industry. 陶瓷行业需要提高自身从业人员的素质，我个人的意见是我们可以从其他成功的行业引进人才。 the ceramic industry needs to enhance its own staffing quality, by recruiting management talents from other successful industries in my personal opinion. 据说，在中国陶瓷行业里面仍然有许多家族企业，繁杂的裙带关系无疑将制约这些公司的长远发展。虽然有些家族企业开始认可职业经理人的重要性，但他们仍然缺乏对职业经理人的充分信任。整个管理层被老板免除的情况在这个行业中并不少见，问题的关键不在于是否家族企业，而在于企业主是否拥有现代管理的意识和方法，并将其运用在企业管理中去。 having said that, there are still many family-run companies in the chinese ceramic industry, and the widespread nepotism among these companies will no doubt put a constraint on their long term development of the companies. although some family-run companies are starting to appreciate the importance of professional managers, the trust between them is still lacking. it is not unusual to see an entire management being removed by the boss in this industry. the key to this issue is probably not about whether a company is family-run or not, but about whether the owner has the awareness to employ modern management philosophies and methodologies to manage the business. 我对此的评论是：“如果你坚持做一样事情，你会得到相应一样的结果。（寓意种花得花种果得果）” my quote and comment here is: “if you keep doing the same you will be getting the same results.” 生产技术需要提高 china needs to step up their advanced production techniques 发展至今，中国瓷砖的生产已经具备相当的现代化和工业化水平，生产自动化的程度也越来越高，尽管不同省份地区、不同的公司在企业管理与公司文化之间存在差异，但生产技术的应用和工艺过程基本一样。这就不可避免地导致产品风格同质化，市场上产品量很大，但产品之间的差异化程度非常非常低。产品量大的好处是让中国出口的瓷砖拥有价格优势，但这也在很大程度上，招致一些国家（例如：欧盟、巴西、印度等）的反倾销诉讼。许多中国陶瓷产品为国外品牌贴牌oem生产，并没原产地标签。所以，许多中国消费者或许不知道，他们家中铺贴的所谓进口瓷砖可能是“中国制造”，而不是意大利制造。 china's ceramic production today has been quite modernized and industrialized, and the extent of automation is also increasing, despite management practices and company cultures may differ between different provinces, the use of technologies and production processes are quite similar among companies. this has inevitably led to homogeneity between product styles, with very high volume but very, very low differentiation products in the market. the high volume could certainly give pricing advantages to ceramics exports from china, but they've also attracted a considerable level of anti-dumping criticism from other countries (european community, brazil, india as examples). many chinese ceramics are sold as oem products for foreign brands with no origin labels. many chinese consumers would probably find that their supposed to be imported tile that they installed at home was actually made in china and not in italy. 随着陶瓷企业不断发展进步，如今他们的工艺已经相当地好了，在数码喷墨设备的带动下，中国与国外的差距在不断缩小，但是中国陶瓷行业仍然缺乏品牌意识和营销思路。 while the manufacturing processes are quite good now and getting better, and the gap is getting somewhat closer with the help of digital printing machines the chinese ceramic industry is still lacking a branding and marketing mentality. 全球20个瓷砖进口国排名 top importing countries 竖列：国家顺序：1、美国，2、沙特阿拉伯，3、法国，其次是德国、南韩、阿联酋、英国、伊拉克、以色列、俄罗斯、希腊、尼日尼亚、泰国、澳大利亚、加拿大、比利时+卢森堡、罗马尼亚、菲律宾、科威特、意大利 total=合计world total全球合计总数 表格底部注释：2009年，20个瓷砖主要进口国占了全球瓷砖进口量的52.4%,以及全球瓷砖消耗量的10.8%。 横列：单位：百万平方米 前面五列：2005-2009年 5年数据 最后三列：2009年占国内瓷砖消耗比例、2009年占全球瓷砖进口比例、2008-2009年进口量的同比 全球20个瓷砖进口国排名 top importing countries 竖列：国家顺序分别是第一：中国，第二：意大利、第三：西班牙，其次是土耳其、巴西、墨西哥、伊朗、泰国、波兰、葡萄牙、阿联酋、越南、埃及、马来西亚、德国。 total=合计 world total全球合计总数 横列：单位：百万平方米 前面五列：2005-2009年 5年数据 最后三列：2009年占全球瓷砖消耗比例、2009年占全球瓷砖出口比例、2008-2009年出口量的同比 表格底部注释：2009年，15个主要瓷砖出口国占了全球瓷砖出口量的89.9%，全球瓷砖消耗量的18.3%。 可喜的是，一些企业已经意识到国际化管理和创新的重要性，并开始去尝试新的管理和运作模式，有时会还会在意大利或西班牙技术人员的帮助下，去改进产品的开发、设计，改善工作的方法。 on a positive note, some companies have now realized the importance of international management and innovation and begun to pilot new management and operational models and sometimes get help of italian or spanish technicians to make improvements in product development, design or different working methods. 创新思维和设计理念还比较薄弱 innovative thinking and design still weaknesses 国内装饰材料市场中，产品抄袭仍然泛滥。许多中国陶瓷企业对于产品的抄袭非常在行、非常快速，这也是为什么中国陶企人员在一些国际性的贸易展览会中不受欢迎的原因。虽然中国的陶瓷企业能做出很好的仿制产品，但他们很多都缺乏理念创新和产品设计能力。 copycat products are rampant in the decorative product industry of china. many chinese ceramic companies are very good and quick at copying products, and this is the reason why chinese ceramic representatives are not very welcomed at some international trade fairs. while chinese companies can make really good copycat products, many of them are short at innovative ideas and design works. 只要某个产品畅销国内市场，很快其他公司就会去跟随并推出他们自己的仿制版本。目前，行业上只有屈指可数的公司做到产品原创和创新，其他的都是模仿抄袭。 it only takes one good product that is selling well in the domestic market and most companies will follow and make their copycat version. there are only a handful of companies that are somewhat original and innovative, the rest are just followers. 环境污染问题 pollution issues 相比家具、照明等其他装饰材料，中国的陶瓷行业在已经异常激烈的市场竞争中，面临更多的环境压力与争议。中央政府新推出的节能措施，毫无疑问的对大多数省份的陶瓷生产企业带来说更严格的环境要求。环境问题的妥善解决不仅关系到陶瓷企业的生存以及当地的环境资源，还是衡量一个企业社会责任的表现。 compared to other decorative products such as furniture and lighting, the chinese ceramic industry is now facing more environmental pressure and controversies in an already competitive market. the newly introduced energy efficiency measures by the central government will no doubt lead to more stringent environmental requirements on ceramic companies in most provinces. whether environmental issues can be properly solved is not only the key to a ceramic company's compatibility with its local environment and resources, but also an important measure of a company's social responsibility in the community. 产业集中程度低 low industry concentration 提升与整合也意味着机遇与前景的到来，对于那些想建立自有品牌的装饰材料企业、或是那些早期得益于资本市场蓬勃发展的先行企业，他们当然有潜力去做大做强。由于省际之间陶瓷产业的迁移和重整，加上地方陶瓷品牌的崛起，无疑会加剧一些区域市场的激烈竞争。尽管这些品牌有不同的市场定位与目标客户，但地方品牌数量的激增，在不久的将来可能会对中国陶瓷行业带来显著的冲击。 the need for improvements and consolidations can also mean opportunities and prospects. for those decorative product companies which are trying to build their brands, or those first movers which have benefited from the booming capital markets, they certainly have the potential to become bigger and stronger. the relocation and restructuring of provincial ceramic industries and the rise of regional brands will no doubt intensify market competition in certain regional markets. despite their differences in brand positioning and target customers, the surge in regional brands is likely to bring significant impacts to the chinese ceramic industry in the near future. 市场营销推广 marketing 中国陶瓷企业也应该注重市场营销的创新。要意识到，市场营销推广不只是规划一项活动或一个事件。我到不同的地方，看到的是所有陶瓷企业都在做几乎一样的活动，规模有些大有些小，这取决于投入的资金，但无论活动规模的大小最终的结果看起来都一样。企业应该经常地动员他们的策划人员，去思考具创新性的市场营销推广方案。 chinese ceramic companies should also pay attention to marketing innovation. the marketing awareness is not about planning a single campaign or event. everywhere i go i see the exact same being done by all the companies, some more and some less depending on the money they want to invest in marketing but at the end it all ends up looking the same or done in the same way. the companies should be mobilizing all their organizational personnel to achieve marketing innovations all the time. 希望能在几年后我回到美国之前能看到，“中国创造”的口号替代“中国制造”，人们往往将中国产品与“廉价”、“抄袭”、“缺乏新意”联系在一起，哪怕一个好的产品，却被认为是某个国际品牌所设计的、所制作的。 i hope i get to see before i move back to usa a few years from now slogans like created in china instead of the typical made in china that people associate with “cheap”, “copy”, “not innovative” and if it is good, it is a design made for and made by or designed by an international brand. 我知道中国有很多很优秀的设计师，这个国度确实也有能力去培养更多好的设计师。但不幸的是，这些设计师大都没有关注陶瓷行业，或许瓷砖空间设计上会有，但瓷砖产品设计则没有。 i know there are very good designers in china and that the country is capable of making this happen; unfortunately most of these designers are not focused in ceramics; maybe ceramic application yes, but not ceramic design. 我知道中国国内有很多有才之士，他们的作品非常好，但老板们更喜欢意大利的设计而对这些国内设计师不感冒、不信任。 i know that there is capable personnel, i have seen them do things well or nice, but there is no motivation or trust from the big bosses that prefer the italian made designs. 总结 conclusion 陶瓷行业或许不是一个典型的朝阳产业，但它未来仍然具有广大的发展前景。中国国内整体经济发展和房地产发展，对瓷砖产品有强大需求，为国内陶瓷企业提供了前所未有的机遇。从宏观角度来看，中国家庭装饰消费仍然有相当大的增长空间，而从人口结构上看，中国也处于一个家庭建立和相关消费的高峰期。更多人群使用时尚和高品质装饰材料产品的趋势，也为中国陶瓷行业带来巨大的潜力。现今中国的消费者口袋中的钱多了，他们对产品的有了更高的要求：更时尚、更好的质量、更国际化、更著名的品牌，就如全球家喻户晓的gucci, louis vuitton, hermes, channel等这些国际大品牌一样。 the ceramic industry may not be a typical sunrise industry, but it still has lots of opportunities ahead. the strong demand for ceramic products in china, as a result of overall economic development and the positive real estate demand, has presented an unprecedented opportunity to the ceramic industry in the domestic market. from a macro point of view, there is still considerable growth room for decorative consumptions by chinese households, and the demographic mix of the country is also pointing to a peak period for family establishments and their associated consumptions. the trend for using more fashionable and niche decorative products in china is also bringing vast potentials for the ceramic industry. the consumers in china now with more money in their pockets have become more demanding for better products, more fashionable, better quality, better products, international looks or name brands, just like the big world household names like gucci, louis vuitton, hermes, channel, etc. 我经常听到人们说在艰难的市场环境下，比其他处于中间的品牌，那些高端（高价位）的品牌和产品价钱便宜品相大众化的低端品牌，业绩仍然做得很好，或至少还不错。虽然这不一定是100%准确但也确是真的。 i hear quite often people say that in the difficult market conditions only the high end brands (high prices) and the lower end brands selling primarily their products based on price and not looks are still doing well or at least better than all other companies in the mid range. while this may be somewhat true not necessarily is 100% accurate. 毫无疑问，时代不同了！我从未见过企业这么早休息（如十一月中旬）或很晚开工（像三月中旬）。这绝对说明了现在的形势是多么的困难。 things have changed; there is absolutely no question about it! i have never seen companies shutting down so early (like mid november) or planning to start so late (like mid march). this absolutely gives you an idea of how difficult things may be now. 不管怎样，我依然相信并且有理由说尽管存在各种各样的问题，但对于中国陶瓷行业的前景，我们仍然保持乐观。 anyway……i still believe and reasonably conclude that even though there are certain issues, we should remain optimistic about the outlook for the ceramic industry in china. 致以最好的祝福 best regards, 汉贝托 （icc瓷砖总经理） humberto valles（icc general manager） 翻译 廖年灿 吴凯怡

瓷砖相关 国内卫浴国内岩板品牌国内岩板生产线市场经济市场销售市场部市场竞争市场总监,本资讯的关键词:国内市场ellin汉贝托2012年中国陶瓷vera市场竞争oppo综述GE