西班牙陶瓷工业的上升The Rise of the Spanish Ceramic Industry
在博洛尼亚参加了2019年博洛尼亚陶瓷展之后,我们继续前往西班牙在卡斯特隆待了几天,大部分的陶瓷工厂都在那里。从博洛尼亚到马德里后我们在那里度过了周末,周日晚上抵达卡斯特隆。周一早上,我注意到有一份关于2019年博洛尼亚展会和西班牙陶瓷工业的报纸。我拿了报纸,因为我看到了一些非常有趣的总结文章,关于展会以及不同的西班牙品牌在展会上的表现。
在报纸上的一篇文章中,行业领袖们对展会上各大公司的展位数量以及它们看上去有多好,感到非常积极和满意。
他们基本上提到了西班牙陶瓷工业的复兴,以及它们如何缩小与意大利在产品设计、技术、规格和风格上的差距。不仅如此,他们还提到,不同的西班牙品牌的意识更强了,已经在博洛尼亚展会中升级了它们的展位,看起来比以往好得多。仍有许多工作要做,但它们都希望自己看起来像来自西班牙的宝路莎那样,它在博洛尼亚展上如果不是总是最好的也总是最好的之一。
这位行业领袖还说到了西班牙陶瓷工业的效率及其表现和盈利能力,并提到在许多情况下,它比意大利人更好。
现实很清楚,他们回到了正轨,(几乎)从灰烬中重生,当你参观这座城市的时候,工厂似乎都是开放的,并且满负荷运转。我记得五六年前在那里的时候,这个城市就像一座鬼城。你若开车在城里转一转,看到很多工厂的停车场空着,或者只有几辆车,这意味着可能只有一条窑在运转,而不是工厂还有的两条或更多的窑炉。我甚至在一个停车场看到有植物在生长,这意味着可能已空置,长时间没用了。
西班牙的行业也正在整合为几个大集团,这些集团正在购买较小的品牌,在大多数情况下都保留它们的名字。其中一些集团不一定与陶瓷相关,例如一些美国或英国的银行或金融集团是部分行业整合的幕后推手。
总的来说,我很高兴看到卡斯特隆接近恢复到2000-2005年初它看起来的样子,那时它的表现达到了顶峰。该城镇还在升级其基础设施,这是一件很酷的事情当看到新的酒店、餐馆、商场和展厅,显示着他们的陶瓷行业正在好转。
我相信,西班牙已经从过去的困境中出来了,只要西班牙的陶瓷产业继续利用自身的进步、技术提升、效率和成本竞争力,情况对他们来说将是一片光明。
他们已经痛苦了很长一段时间,我看到他们比以前更快乐,更积极!
汉贝托先生
ICC瓷砖总经理
After attending CERSAIE 2019 in Bologna we proceeded to go to Spain and spend a few days in Castellon the city where most of the ceramic factories are located. We arrived on Sunday evening after spending the weekend in Madrid after Bologna. Monday morning, I noticed there was a newspaper related to CERSAIE 2019 and the Spanish Ceramic Industry. I took the newspaper because I saw a couple of very interesting summary articles about the fair and how the different Spanish Brands performed at the show.
In one of the articles of the newspaper the industry leaders were very positive and happy about the number of companies that had booths at the fair and how well they looked.
They basically mention about the revival of the Spanish Ceramic Industry and how it is closing the gap with the Italians in product design, technology, sizes and styles. And not only that they also mentioned that the different Spanish brands are more aware and have been upgrading their booths at CERSIAE and look much better than ever before. There is still a lot of work to do but they all wish they looked like Porcelanosa from Spain which is always one of the best if not always the best at CERSAIE.
The industry leader also mentions the efficiency of the Spanish Ceramic Industry and its performance and profitability mentioning that in many cases it is better than the Italians.
The reality was clear, they are back in track and they have rose from the ashes (Almost), and as you tour the city the factories seem to be all open and working at full capacity. I remember when I was there 5 or 6 years ago the city was like a ghost town. You would drive around town and see the parking lots of the factories empty or just with a few cars meaning that probably only one kiln was running instead of two or more the factories had. I even saw in one of the parking lots plants growing, this would mean that this was probably empty and in no use for a long time.
The industry in Spain is also consolidating into a few big groups that are buying smaller brands keeping their names in most cases. Some of these groups are not necessarily ceramic related as some American or British Banks or financial groups are behind some of the consolidation of the industry.
In general, I was happy to see the town of Castellon close to the same way it used to look like back in the early 2000-2005 years when it reached its peak performance. The town has been also upgrading its infrastructure as it was cool to see new hotels, restaurants, malls and showrooms sign that things are getting better for their ceramic industry.
I believe that Spain is out of the hole it used to be as far as its ceramic industry and things are looking bright for them if they continue to capitalize on their improvements, advancements in technology, efficiency and cost competitiveness.
They have suffered for quite some time and I saw them happier more positive than ever before!
Humberto Valles
ICC General Manager
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