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 foreign trade will maintain a medium-speed growth trend and achieve steady growth in the new normal of international trade. In particular, building the internationalization of independent brands will have a long way to go.