你会去参加2019的CEVISAMA吗?
Probably not right? It may not be important to you but it is to many others!
可能不会对吧?它也许对你不重要但对其他很多人是重要的!
Since the fair in Valencia (CEVISAMA) lost a lot of steam in the past years it does not quite seem that the fair attracts yet enough people like in the good old times. To make it a little worse there are times that the fair that usually is around the Chinese New year coincides on a bad way with this holiday season making it practically impossible for the Chinese to attend. And to make it even worse I don’t think there is a way to end the antidumping with China anytime soon.
自从瓦伦西亚展(CEVISAMA)在过去几年失去了一些热度以来,至今看来它还没有恢复过去黄金时代吸引那么多的人流。更糟糕的是,这个展会通常在中国春节期间,和假期不幸地撞车了,这让中国人基本上无法参加。而更糟糕的是,我看不到短期内有结束对中国反倾销的办法。
Less and less people attend this fair every year especially from China. That is not necessarily the case for foreigners of other countries. To be more specific countries like USA, Mexico, South America, Middle East, More developed countries from Africa and obviously European countries.
每一年参加展会的人越来越少,特别是中国人。来自其它国家的外国人的情况并不是这样。更具体一点,像美国,墨西哥,南美国家,中东国家,来自非洲的更加发达的国家,当然还有欧洲国家。
I our case that as a company have operations in Mexico, USA, Central America and China this fair is the second most important right up there with Coverings in USA and after CERSAIE in Bologna. We still do lot of business and have great commercial relationships with many brands and manufacturers of Spain. We also throughout the years that have been in business have made great friendly relationships with many people that are without a question worth keeping.
对于我们来说,作为一个在墨西哥,美国,中美洲和中国都有经营的公司来说,这个展会是排在博洛尼亚CERSAIE之后和美国Coverings一样第二重要的展会。我们仍然和很多西班牙的品牌和生产商有很多业务往来和不错的商业联系。我们通过这些年的生意和这里很多人建立了很棒的、毫无疑问值得长存的友谊。
If you are not very familiar with this fair, which I believe many of you are not the fair used to be extremely important almost as good as CERSAIE but the recessions, economic changes and technology advancements brought this fair to its knees to be almost on a phase of being cancelled completely or at least on a situation of not making the fair every year.
如果你对这个展会不是很熟悉,我相信很多人的确不太熟悉,那么告诉你,这个展会曾经是极其重要的,甚至可以媲美CERSAIE的,但是衰退、经济变化以及技术进步,让它落魄到了差一点被完全取消,或者说至少不能够每年一办的境地。
What happened the following years was something worth mentioning and learning from. When it was the golden era of the fair many brands of Italy used to attend and have their own booths, also brands from other important manufacturing countries like Turkey and Brazil. When things starting get bad not only the Italian brands stopped attending but also the Turkish and Brazilian (Probably these were gone first) and then the Italian to a very bare minimum. Like from 40 to 50 that you used to see to only a hand full of companies that kept attending because of their businesses with American customers.
接下来几年所发生的值得一提并且从中学习。在黄金时代的日子里,很多意大利的品牌都来参展并有展位,同样来自其它重要生产国比如说土耳其和巴西的品牌也是如此。当事情开始变得糟糕,不光意大利的品牌停止参展,土耳其和巴西(他们可能是最先撤的)也是如此,从有四五十参展品牌到只有少数几个品牌继续参展,而这还是因为他们和美国客户有生意往来。
When things were at the lowest point even some of the domestic Spanish brands stopped attending the fair and having booths and you could see that many pavilions were half empty or even some completely closed. What followed was the inevitable; also the attendance from International customers dropped drastically. It was a big blow not only to their ceramic industry but also to the City of Valencia.
当形势跌到低谷,甚至一些西班牙本土品牌也停止了参加展会和设展,你可以见到很多展馆处于半空甚至完全关闭的状态。接下来是不可避免的:来观展的国际客户数量急剧下滑。这不光是对他们陶瓷行业的巨大冲击,对瓦伦西亚这个城市同样如此。
But like I said before what followed and what they did was truly remarkable. They know the situation was extremely difficult and they had absolutely no option but to reinvent themselves, the fair, their industry and find their niche, their new way of staying alive.
但是如我之前所说,他们接下来所做的是非常值得注意的。他们知道形势非常困难,别无选择,只能重塑自身、展会以及他们的行业,并且找到夹缝,找到新的方式存活下来。
When they realized that the fair was losing relevance fast they invited related industries to fill the void spaces and in some way making it more attractive to the designers, architects and domestic and international customers. Among the industries they invited were the furniture and decoration. This helped a lot to give the fair more importance and a reason to attend. But the manufactures (Like always some of them) found their true value as a company and the best way to survive. The ones that caught my attention were the ones that made an incredible change and became some of the pillars of the NEW SPANISH Ceramic Industry. They started making products that were not in direct competition with Italy. Different Sizes,Similar high end designs, digital technology and nice finishes but the biggest differences were two: Red Body and the huge difference in price compared to the Italian Porcelains. In some way they tried to offered you the same look and finish than Italy but in red body with 3% water absorption and the price differential was big. The Italian porcelains in 60x60 were back then 9-12 Dollars and the similar red body were only 4-5 dollars only. The rest of the things were in some way the same. These companies not only rise from the ashes, they became quickly extremely successful selling with these new strategies and helped CEVISAMA along with the adjustments that the fair made to become more relevant. The Fair survived, the industry started to improve because their ceramic industry focused on the things they knew were important and different: Red Body, Digital technology, later on they also added the bigger slab sizes and the things they were always good at: Wall tiles big and small.
当他们认识到展会正在迅速地失去地位的时候,他们邀请了相关行业去填补空缺,这从某种程度上对于设计师、建筑师以及国内和国外的客户更具吸引力。所邀约的行业包括家具和装饰。这赋予了这个展会更多的重要性以及去参加的原因。而陶瓷生产企业们(永远有那么一些)也找到了他们真正的价值以及生存的最佳方式。引起我注意的是,他们所做出的不可思议的改变,这些改变随后成为了新的西班牙陶瓷行业的梁柱。他们开始打造一些避开与意大利直接竞争的产品,不同的规格,类似高端的设计,喷墨技术以及很棒的表面处理,但是最大的区别在于两个:红坯以及与意大利瓷质砖相比的巨大价格差。在某种程度上他们尝试去提供和意大利瓷质砖的外观和质感一样的、吸水率为3%的红坯产品,但是价格差别很大。意大利600x600的瓷质砖当时价格是9-12美金,而相似的红坯砖价格为4-5美金,而其它方面基本上是一样的。通过这些,企业们不光从废墟里面站起来了,沿着这些新的战略很快销售非常成功,并且帮助CEVISAMA 随着展会自身所做出的调整重新找回了重要性。展会活下来了,行业开始提升,因为他们的陶瓷行业专注于他们所知道的重要的差异化:红坯、喷墨技术,后来他们也加入了大板,以及他们一直都擅长的:大和小规格的墙砖。
Cevisama is known for being the first to show the latest, being the first important ceramic fair of the Western Year it shows all the latest new proposals that we all see in September-October in Bologna at CERSAIE. The Fair has improved drastically and even though is not yet at the same level it was 10-12 years ago it is not far yet to get there. It is to me an absolute must go Fair if you are in the ceramic industry.
Cevisama作为每年第一个重要的陶瓷展会,以最早展示最新的东西而为人所知,它展示了9月博洛尼亚CERSAIE之后的所有最新的方案。展会得到了极大的提升,虽然它还没有回到10-12年前的水准,但是对我来说,如果你在陶瓷行业的话它是一个必须去的展会。
This example of adaptation and survival is something that we all can learn something from. In China things are not as bad as they were in Spain but I am sure that the market demands adjustments. We see how lately many brands have switched from classic styles to modern and contemporary looks and modern rustic. We also see how brands are migrating from simple soluble salt products to a more value added glazed porcelain matte or polished products. We also see how brands are adding bigger sizes and so on. But is it enough? How is China going to adapt and adjust to the Indian Ceramic Industry threat? What is China going to do with the high anti-dumping cases it has with the different countries? What if USA implements the 25% tax? How is the industry going to do? Is the industry ready to face all these challenges? Are you ready?
这是一个我们都可以从中学习的适应与生存的例子。在中国,情况还不像他们当时在西班牙的情况那么糟糕,但是我确定市场在调整需求。我们看到了最近有多少品牌已经从古典风格向现代风格以及现代仿古调整。我们还见到了品牌是如何从简单的渗花类产品到更有附加值的瓷质亚面或者亮面的釉面砖的转移。我们同样也见到了品牌们是怎样增加大规格的产品等等。但是这就够了吗?中国将怎样去适应和调整,去应对印度陶瓷行业的威胁呢?中国将怎样去处理来自不同国家的反倾销呢?如果美国实施25%的关税会怎样呢?行业将怎样去做?行业准备好去面对所有这些挑战了吗?你准备好了吗?
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