2013 Chinese Ceramic Industry Trends in Four Directions

Trend 1: Branding From the seller's market to the buyer's market, the branding of ceramic companies is on the agenda, and the increased consumer awareness of consumer branding further amplifies the urgent need for ceramic branding. In the past five years, the ceramic industry's attention to the brand has reached an unprecedented height, not only in the brand name, brand image to do enough homework, and put in a dedicated force to carry out brand awareness, brand reputation and continued dissemination. Before that, there were many industry experts who believed that ceramics companies were gradually moving toward a full-scale branded business. A brand PK era has already arrived. In 2013, the branding of ceramics companies will further accelerate their pace. Even the second- and third-tier companies will respond to the brand and more or less put a certain amount of effort into enhancing the brand image and expanding brand influence.

Trend 2: The high-end 2012 fiery microcrystalline tiles reflect the formal recovery of the high-end ceramic tile products market. A large number of ceramic brands have joined this group, indicating that the high-end line has been widely recognized. Incomplete statistics, the current high-end products on the architectural ceramics market has no less than 100 kinds of high-end ceramic tiles that enjoy certain popularity and have a certain market share. What is high-end? According to the opinions of professionals, first of all, high-end technology and quality are required, and performance exceeds that of ordinary ceramic tiles. Second, the appearance, texture, and decorative effects must be unique to meet the high-end requirements of consumers. Of course, high-end products are based on price. There are also manifestations that are often higher than ordinary porcelain products.

In tiles, polished tiles, antique tiles, microcrystalline stones, ceramic tiles and many other sub-categories, there are such high-end tiles that have a wide range of representative meanings, such as the field of vitrified tiles, and special ceramics of “Jade Kirin”. Longyan, for example, in the field of crystallized ceramic tile, Bode's fine jade and special amber are all high-end products that represent the industry's development trend.

Trend 3: Environmental Protection The key words mentioned in the report, such as advancing ecological civilization, building a well-to-do society, sustainable development, and changing the mode of economic development, will have a profound impact on the development of the ceramic industry, and the trend of low-carbon environmental protection is undoubted Is one of the hottest topics. In 2013, the first-line ceramic brands will undoubtedly continue to explore energy saving and emission reduction measures, and will take greater steps in the production of environmentally friendly ceramic tiles. For example, the reduction of the thickness of tiles, the use of ceramic tile production raw materials, the environmental health performance of tile products, etc., may have new progress. Special ceramics have been reflected in new products such as jade kylin tiles and amber microcrystalline tiles; BOBO ceramics, Mona Lisa, New Zhongyuan EP, Emperor TT, Tianlian Eco-friendly panels have been developed at the scale of thin tile production.

Trend 4: The digitalization of the digital building ceramics industry is reflected in many aspects, such as the internal information management, the application of the digital shopping guide platform of the IPAD terminal, digital customer service, and the strategy of integrated marketing communication. In mid-2012, many companies have already invested in IPAD type 1 tablet computers in terminal stores as digital shopping guide tools; while the application of network integrated marketing communications is more extensive, Baidu’s search marketing is the mainstay, and FEA network integration is gradually introduced. Marketing solutions, integrated marketing of F4 web topics, integrated marketing of FM networks, integrated marketing of FV networks, and integrated marketing of FA networks have become more urgent and thorough in tapping the marketing value of the Internet. Industry veterans believe that The digital wave in 2013 will be even more surging and the competition will be more intense.