关于中国瓷砖行业概述文章的分享
I ran across this report a few days ago and I think it was interesting enough to share with you.
几天前我翻阅了一篇报道,我觉得和大家分享会很有意思。
It came from the research and markets publications that talks about the expected trends for the years 2014-2018 and the key players of the Chinese Tile Industry.
报道来自于“Research and Markets publications”,谈的是2014到2018预期趋势以及中国瓷砖行业的关键企业。
The article talks about the current Chinese economic growth, increasing urbanization rates and the people’s disposable income.
这篇文章谈到了现阶段中国的经济增长,城镇化比例的加大和人民的可支配收入。
Also acknowledges the fact of the increasing need housing quality and comfort. Because of these factors the Chinese Ceramic Tile market is still booming, with market scale increasing from 131 Billion RMB in 2007 to 380 Billion in 2013.
同样也肯定了人们对住房的质量和舒适度的需求增长。基于这些因素,中国瓷砖市场仍然在快速增长,市场规模从2007年的1310亿人民币提升到2013年的3800亿人民币。
However as the growth of investment in real estate slowed down, the Chinese Ceramic Tile market also entered a period of adjustment.
然而随着对房地产的投入增长的变缓,中国瓷砖市场同样进入了一个调整期。
The penetration of ceramic tile consumption for new decoration in China reached an unprecedented 74,7% by the end of 2013 but it is estimated to drop in the next few months to levels slightly below 70% but the market scale will surpass the 400 Billion RMB mark.
至2013年底,中国新装修房屋里面瓷砖的消费已经达到了空前的74.7%,但是估计在接下来几个月里面会降到70%以下,可是市场规模仍然会超过4000亿人民币。
What it seems to be incredible is the preference of the Chinese Consumer of Ceramic Tile over other products like laminated wood, real wood or carpet. In USA the top preferred product for floor decoration is the carpet.
I think the tile is below 20%. In other words the Chinese market is ideal for ceramic tile manufacturers even when things are a little slow.
同胶合板、实木地板和地毯等其它产品相比,中国消费者对于瓷砖产品的偏好看起来有些难以置信,在美国地面装饰的首选材料是地毯。我认为地砖在美国的销售低于20%。 换句话说,中国市场对于瓷砖生产商来说是一个非常理想的市场,甚至在市场略低迷的时候亦然。
Chinese building ceramics enterprises are mainly concentrated in southeast coastal areas and Jiangxi province. With better equipment, strong technical force, excellent quality and high brand awareness, enterprises in these areas attach most importance to the production and sales of medium and high-end building ceramics. Among them, Guangdong and Fujian belong to the traditional production base of building ceramics, while Jiangxi is a significant emerging production base with the influx of a large number of good brands resulting from the transfer of ceramics industry from Guangdong and coastal cities.
中国的建陶企业主要分布在东南沿海和江西省。这些企业拥有更好的设备,强有力的技术力量,优质的质量和较高的品牌意识,同时它们更关注生产和销售中高端的建筑陶瓷。 在它们中间,广东和福建属于建陶的传统生产基地,而江西,随着大量优秀品牌因为陶瓷产业转移从广东和沿海城市涌入,正在成为一个崭露头角的新生产基地。
The Chinese ceramic tile market now features numerous brands, showing serious homogenization of products and low concentration of enterprises. The most important named brands include Dongpeng, Marco Polo, Hongyu, Newpearl, New Zhongyuan, Oceano, Nabel, Bode, Eagle Ceramic, Kito, etc. An interesting fact is that the top ten tile manufacturers hold a combined market share of ONLY 9.93% and the market competition is very intense and I think it will stay that way if not maybe even worse.
中国陶瓷市场目前的特征是品牌数量众多,产品同质化严重,品牌集中程度较低。 最重要的品牌包括东鹏,马可波罗, 宏宇,新明珠,新中源,欧神诺,诺贝尔,博德,鹰牌,金意陶等等。一个有意思的现象是这些前十的瓷砖生产者加起来只占据了总市场份额的9.93%,市场竞争非常激烈,而且我认为这种情况还会保持。
There are so many companies in the country that is hard to stand out and have some level of success, or at least stay alive. Some companies do it by cutting costs and selling cheap & selling volume, some others do it by innovating, some others by being good followers of other good companies, some do it with good product design and quality.
在这个国家还有很多的品牌很难跳出来,获得某种层次的成功,或者说只能勉强存活着。 有些公司通过消减成本低价走量销售,一些通过创新,还有一些通过跟随成功的品牌,还有一些通过设计和质量来提供好的产品。
I think that somehow it just works differently for everyone………………
我想每个公司都有适合自己的方式吧
Which kind of company would you rather be: Innovator, Design Oriented, Low Cost, Volume seller, Good Follower, OEM expert?
你更愿意成为哪一类型的公司呢:创新者,以设计为导向,低成本,走量销售,好的跟随者,贴牌专家?
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