Under the new normal of ceramic export, we must firmly build our own brand
The world economy has entered a new normal of "low growth, low inflation, and low interest rates", maintaining a low and moderate growth rate. Correspondingly, profound changes will occur in the global industrial structure, demand structure, market structure, and regional structure.
The export trade environment of my country's ceramic industry will also change accordingly. Although the overall situation is favorable, the situation is still complicated and severe, and sudden factors cannot be ignored.
In this regard, relevant persons believe that due to the influence of the new normal of international trade, there is some rigid demand for labor-intensive products, and the growth rate is relatively stable, but it is affected by factors such as rising costs of labor, land and other factors, overcapacity and environmental pressure, and low-end manufacturing shifts. It is difficult to increase the proportion of total exports. Ceramic sanitary products happen to be circled among them.
According to customs data, the cumulative export volume of ceramic tiles nationwide from January to December 2014 was 1.063 billion square meters, a year-on-year decrease of 2.01%; the cumulative export volume was US$7.814 billion, a year-on-year decrease of 1.00%. Compared with the previous year, the growth rate of my country's ceramic tile export volume and export value turned from positive to negative.
In this regard, the author believes that in view of the new normal of export trade, the ceramics industry’s product export strategy must adapt to the new normal of international trade on the one hand, and on the other hand must upgrade the "going out" strategy in an all-round way. In terms of physical fitness, and focus on promoting independent brand building in export trade.
Achieving an international brand has always been the pursuit of ceramic companies to participate in international market competition. It is not only the reason for the vast market area and the high marketing income, but also the best embodiment of the realization of the enterprise's own value, which can obtain global resources and achieve better development platforms and opportunities.
From the perspective of global industrial chain integration, review the pattern of product export trade, change the low-level export model of pure low-end products relying on volume, increase scientific and technological research and innovation, and improve the "quality" and quality of export trade through transformation and upgrading and structural adjustment. Benefit, this is also an upgrade. That is to say, it is necessary to look at speed and stabilize the share of "quantity", but also to look at quality and increase the share of "value".
The Central Economic Work Conference pointed out that in terms of exports and international payments, my country's low-cost comparative advantages have also been transformed. The recent national "two sessions" revealed the information that my country's export competitive advantage still exists, and foreign trade is still in a period of important strategic opportunities for promising results. With the continuous release of reform and opening up and innovation-driven dividends, it will further stimulate the enthusiasm and vitality of ceramic companies to increase foreign trade exports. Ceramic companies should be good at seizing these opportunities, effectively releasing energy, and taking the internationalization of their own brands as a breakthrough point, increasing market promotion and marketing innovation, and supplementing them with independent R&D innovation, independent intellectual property rights, and independent brand building, so that China The export trade of ceramic products is more exciting.
At the same time, ceramic companies need to pay special attention to the following three points in the new normal of export trade that accelerates the internationalization of their own brands:
First, competition in the international market will become more intense, and the global trade competition that my country will face in the future will become more intense. Ceramic enterprises must make full ideological and material preparations, accelerate innovation drive, and focus on transformation and upgrading. Enhance comprehensive competitiveness and product competitiveness.
Second, international trade disputes and uncertain factors for my country's ceramic product exports will continue to increase, and anti-dumping trade barriers and renminbi exchange rate fluctuations will have a certain degree of impact on ceramic product exports.
Third, as the cost of domestic labor, land, environment, capital and other factors are in a period of continuous rise, the cost advantage of ceramic products has been eroded, and it is difficult to transfer domestic excess production capacity. It is necessary to practice internal skills, cultivate new power as soon as possible, and shape new advantages .
Experts predict that in 2015, my country's foreig
Ceramic production process, 9 technologies can save energy
The typical process flow of architectural ceramics is as follows: selection of raw materials → green body ingredients → ball milling → spray drying powder making → compression molding → semi-finished product drying → one-time firing (plain firing) → water spray → bottom glaze → top glaze → printing → Second firing (glaze firing) → wet edging → drying → grading → packaging.
In the process of building ceramics production, energy is mainly consumed in the steps of spray drying, powder drying, semi-finished product drying, and roller kiln firing (including biscuit firing and glaze firing). Therefore, improving the energy efficiency of these three links is building ceramics The main energy-saving approach for production enterprises, among which energy-saving in the firing link of roller kiln is the most critical. Let's talk about the energy-saving technology of building ceramics from the process.
(1) Choose raw materials
Raw materials are an important basis for the production of building ceramics. For large-scale industrial production, the properties of raw materials are required to meet the production needs, the quality is stable, and the price is reasonable. Therefore, new technical requirements are put forward for the source of raw materials, mining and processing.
① Research and develop new raw materials and new technologies for low-temperature fast burning, expand the sources of raw materials, reduce transportation costs, and achieve energy saving.
② Adopt specialized production and commercial supply, and develop technical equipment such as elutriation, sorting, pre-homogenization, high-efficiency crushing, variable-speed ball mill, and high-efficiency iron removal.
③Implement the standardization of raw materials, stabilize the physical and chemical properties of raw materials in a relatively small range for a long time, stabilize the supply, and increase the yield.
(2) Ball mill
①The ball mill adopts the inner lining with long life, small load, large effective volume, and large amount of material.
②Using high-efficiency water reducing agent to improve ball milling efficiency. The reduction of mud moisture increases the ratio of raw materials and the effective space in the ball mill, improves the efficiency of the ball mill, and at the same time, the output of the spray drying tower is greatly improved.
③ Formulate reasonable material, ball, water ratio and ball stone gradation.
④Using frequency conversion technology, the starting current can be 3-5 times smaller than the original, realizing a real soft start, eliminating the shock during starting, extending the service life of mechanical parts such as shafts, gears, belts, etc., reducing maintenance costs, and can be easily set Fixed grinding time, grinding time and automatic shutdown function make the operation more intelligent and humanized.
⑤Using a continuous ball mill, the discharging and discharging are fully automated during the ball milling, and there is no need to stop the machine. It is easy to make thick slurry, which saves energy in the subsequent spray drying process and can save energy consumption by 10%-35%.
(3) Spray drying powder
①Reduce the mud moisture, optimize the type and proportion of water reducing agent while optimizing the process formula.
② Reasonably use the recovered fine powder, and transport the fine powder collected by the cyclone dust collector and the powder made by the spray drying tower to the silo with a belt to achieve the purpose of uniform mixing, instead of discarding the fine powder or re-pulping.
③Using dry granulation, instead of the traditional two processes of ball milling and spray drying, can save fuel 70%-80%, save water 70%-75%, and save electricity 30%-50%. However, due to the high iron content in the dry powder and the poor fluidity of the dry powder, the performance of the prepared product is not as good as that of the traditional process. Therefore, the process needs to be improved.
(4) Press molding
①Using large-tonnage, energy-saving press. The large-tonnage press has high pressure, the pressed bricks are of good quality, and the qualified rate is high. Under the condition of the same output, the power consumption is low and the energy saving effect is obvious.
②The frequency conversion network technology is used in the cloth system to facilitate the operation and management personnel to better understand the operating status of the production site and automatic control equipment, and achieve the effects of optimizing production process parameters, shortening the troubleshooting time, reducing labor intensity, and improving production labor efficiency. It can not only save electricity, but also reduce waste.
(5) Drying of semi-finished products
①Adopting multi-layer drying technology can increase heat utilization rate, reduce floor space and increase production scale.
②Using forced convection rapid drying technology, the hot air is sprayed vertically to the upper and lower surfac
How Chinese Ceramics Win the ASEAN Market
As the largest and highest-grade building materials exhibition in Thailand and the ASEAN region, this exhibition undoubtedly provides an ideal display platform for building materials companies from the Asia-Pacific region to explore the ASEAN market. Therefore, many exhibitors are actively preparing for the battle and putting great effort into the booth design, which seems to be "high-end and high-end."
However, compared with the crowded and lively scenes of other booths, the standard booths of the Chinese participating delegations can be described as deserted. Except for a few buyers who temporarily stopped to ask for product information and inquire about prices, it was difficult to attract the attention of other visitors. "These stall-style booths are considered to be companies with little strength at a glance, and big customers will never come to them automatically!" said Wu Jianfa, chairman of Eastman Building Materials Group, who has more than ten years of experience in the international market. However, it is worth pointing out that Thailand and the entire ASEAN have a large market share of ceramic tile consumption, and Chinese ceramic tiles are not unpopular. How should my country's ceramic exports break the dilemma of "anti-dumping" and "unselling prices"?
How to win the market of Chinese ceramics in the ASEAN market
Low-end products are anti-dumping, high-end products cannot be sold
According to data released by the National Bureau of Statistics and Customs, the cumulative export value of China's ceramic tiles in 2013 increased by 24.28% year-on-year. In terms of the distribution of export trading countries, the top five in order are Malaysia, Saudi Arabia, the United States, Singapore, and Thailand. Compared with 2012, the export value of Malaysia, Singapore, and Thailand has increased rapidly, and the cumulative year-on-year growth rate is respectively 121.06%, 46.93%, 46.12%, the proportion of exports has increased from the 5th, 7th, and 8th places in the previous year to the 1, 4th, and 5th places respectively.
Although China's ceramic tile exports have been increasing unabated over the years, export conditions have continued to deteriorate. Many ceramic companies export mainly to digest inventory and relieve inventory pressure. Therefore, they did not formulate their own brand strategy at the beginning, and most of them dumped overseas with high-quality and low-cost products.
The "flooding" of Chinese products ultimately hurt the market and made local customers widely formed the prejudice that "Chinese products are low-priced goods". Today, even in ASEAN countries where ceramic tile production technology is relatively backward, Chinese ceramic tiles are still regarded as synonymous with "low-end". Since 2011, Thailand has imposed anti-dumping on Chinese ceramic tiles. In 2014, Thailand implemented the Thai Ceramic Tile Industry Standard (TIS2508-2555) for Chinese ceramic tiles. Chinese ceramic tile companies that have not obtained the TISI certificate cannot export their products to Thailand. This shows that the international market prejudice that "Chinese ceramic tiles equal low-end products" has further deepened.
Although some brand companies have begun to reflect on the mode of dominating trade with price products, they still cannot reverse the international consumer market's perception of cheap, low-grade, and inferior Chinese products. In 2013, China's ceramic output reached 9.69 billion square meters, but Chinese ceramic tiles did not form a well-known brand in the international market.
When I visited Boonthavorn, the largest building materials supermarket in Thailand, I found that the average selling price of Italian and Spanish ceramic tile products was about RMB 800 per square meter, while the highest price of Chinese first-line high-end brand products was only around RMB 350 per square meter. The local brand COTTO sells for approximately RMB 200 per square meter. It is understood that many of COTTO's products are OEM produced by Chinese manufacturers.
"The quality of some Chinese products is better than those produced in Europe." The relevant person in charge of Boonthavorn said that Chinese ceramic brands have a good product foundation for entering the Thai market, but the high-end brands recognized by Thai consumers, in addition to the local brand COTTO, It is the products of Italy and Spain. For Chinese products to be recognized by the high-end market, a certain amount of effort is needed.