Text / Chen Zai Ming
In 2007, the total production value of China's ceramic industry has exceeded 300 billion yuan. Among them, the annual output value of Foshan ceramics exceeds 50 billion yuan, and the total output value of Chaozhou Taonan exceeds 30 billion yuan. If the annual output value of other counties and cities such as Qingyuan and the circulation field is added, the Guangdong ceramic industry will occupy the domestic ceramic industry. one third. However, due to the consideration of national energy conservation and emission reduction policies, the continuous reduction of export tax rebate rate, the continuous rise of RMB exchange rate, and rising raw material costs, energy costs, labor costs, logistics costs, and marketing costs, competition in the domestic and overseas markets has become increasingly fierce, and international trade has become increasingly fierce. The impact of barriers and other factors, Guangdong Foshan, Chaozhou two ceramic bases are facing a severe test. This influence from the international economic and market environment, the national policy environment, and the domestic market environment is forcing changes in the two ceramic bases in Foshan and Chaozhou, Guangdong.
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Foshan Ceramics: From production to service, it is well known that Foshan Ceramics plays an important role in China's ceramic industry. Especially in the field of architectural ceramics, Foshan Ceramics has become an insurmountable peak in the domestic ceramic industry. However, it is precisely because of the rapid development of Foshan ceramics that it directly leads to the lack of raw materials, serious environmental pollution, high energy consumption, high labor costs, and the result of large-scale outward migration. According to reports, the Foshan Municipal Government has made a very clear plan. In the next few years, Foshan will only retain more than 20 large-scale ceramic enterprises, and the remaining 200 small and medium-sized enterprises will face the fate of shutting down, stopping, moving and moving. . Not only that, even if you retain the major ceramic enterprises in Foshan, the production base must be moved out. The only local companies that can stay in the local business management and marketing headquarters - the Foshan ceramic industry called "ceramics headquarters".
As a "ceramic headquarters base", it is necessary to become a Chinese ceramic industry technology, information and information, marketing, product research and development, human resources training and development service base, and can no longer appear in the Chinese ceramics field with a production base. Otherwise, Foshan ceramics will inevitably face the catastrophe. Then, how can Foshan Ceramics sing this "face change" play?
The change of concept Foshan ceramics is the world's products, production, and a comprehensive industry supporting system. In the face of the exhaustion of local raw material resources, rising labor costs, rising logistics and transportation costs, and increasingly fierce competition in the domestic market, The era of Foshan ceramic products is king. Therefore, in 2007, Foshan Xinzhongyuan Ceramics, Dongpeng Ceramics, Jinyitao and other powerful leading enterprises spared no expense in tens of billions, and they moved their production bases to Jiangxi Gaoan, Shandong Zibo, Sichuan Jiajiang and Hunan. Hengyang and other places in order to seize the advantages of resources and cost advantages. Therefore, the transformation of Foshan Ceramics Base must be a transition from the secondary industry to the tertiary industry. The business philosophy of Foshan Ceramics must be changed from the production center to the service center, and the attitude of “making marriage for others†must be adopted. Has been "upgraded development path."
Developing ceramic service industry Foshan has the largest building ceramic production line in China, and is one of the largest building ceramic production bases in China and even in the world. However, due to the high energy consumption and serious environmental pollution of these production lines, it is impossible to continue the past “production myth†in the current strict implementation of the accountability system for energy conservation and emission reduction policies in the country. Most of the production bases must be moved out of Foshan. . In the face of such a migration, if Foshan Ceramics is willing to let its influence in the ceramic industry weaken, then just let it go. However, the way out for Foshan Ceramics can only be changed from production function to service function. From the large-scale ceramic production base in the past to the trade center, information center, information hub, financial center, consulting center, human resource center, marketing of China ceramic industry. Center, convention center, technology and product development center.
Want to continue the unbeaten legend of Foshan ceramics, we must do the Chinese ceramic trade is inseparable from Foshan, ceramic information dissemination is inseparable from Foshan, ceramic capital operation center in Foshan, ceramic talent training and exchange base in Foshan, the most advanced and most The influence of the marketing center, convention center, technology and product research and development center in Foshan, only in this way can make the other major ceramic bases in the country willingly "due to the court" and "years to come to the DPRK."
How does Chaozhou Ceramics land softly?
As the largest daily-use ceramics production base in China, Chaozhou has more than 4,950 registered ceramic enterprises. In 2007, the total industrial production value has exceeded 30 billion yuan. More than 80% of the products are sold well in Southeast Asia, the United States, Europe and other overseas markets. However, in recent years, due to the continuous reduction of the national export tax rebate rate, the continuous rise of the RMB exchange rate and the rising raw material costs, energy costs, labor costs, overseas trade barriers and unprecedented market competition, the profit margin of Chaozhou Ceramics has been very meager. Many small and medium-sized enterprises have even reached a situation where there is no profit without export tax rebates.
The former Chaozhou ceramics has successfully opened up the global market due to the network of contacts all over the world. However, this kind of foreign-related processing mainly based on OEM production has brought endless business opportunities to Chaozhou ceramics, but it has also lost Chaozhou ceramics. The fundamental Chaozhou brand and the roots of Chaozhou culture. As a result, most enterprises in the Chaozhou ceramic industry have neglected corporate image and brand building, brand value-added operation and technology research and development, so that Chaozhou Ceramics has been continuously reduced in the export tax rebate rate in recent years, and the RMB exchange rate continues to rise and raw materials. Costs, energy costs, labor costs continue to rise, and the difficulties of overseas trade barriers are unpredictable. Many SMEs have even closed down. In the face of such a dilemma, how does Chaozhou Ceramics respond to the test? Many Chaozhou industry colleagues believe that struggling to open up the domestic market is an effective way for Chaozhou Ceramics to actively respond to changes in overseas markets. Then, how does Chaozhou Ceramics “export to domestic sales�
The regional brand integration established the “Chaozhou Ceramics†regional brand (the Fengxi District of Chaozhou City has applied for a registered trademark), and used this as a logo to integrate a group of small and medium-sized enterprises to integrate scattered small and medium-sized enterprises into a large-scale ceramic production. To operate aggregating organizations with a view to improving the level of resource development and comprehensive utilization, sharing market channel resources, pooling and expanding capital, and rapidly increasing the scale of operations. In this way, it can ensure that the Chaozhou ceramic industry avoids the situation of reducing the scale, reducing the profit and reducing the output value in this “industry reshuffle†as much as possible.
Joining hands to open up the domestic market with the focus on the top 100 leading enterprises in Chaozhou ceramic industry, to promote the active integration of small and medium-sized enterprises, Dazhang “Chaozhou Ceramicsâ€, bravely to the domestic and international markets, especially to share the domestic market channels, and build excellent brands. Perhaps with the strength of a certain company in Chaozhou, it will be very difficult to fill the network in the first and second grades of the country within one year. But what if you set up ten Chaozhou companies? What about the 100 companies in Chaozhou? If the Chaozhou Top 100 Ceramics Enterprises join hands, I believe that within half a year, the marketing network of “Chaozhou Ceramics†will spread to all the prefecture-level cities in China. So, Chaozhou Ceramics He Wei domestic market is difficult to open?
Encourage Chaozhou ceramics enterprises to increase investment in technology development and product research and development, and reduce the gap between the global process and external peers as far as possible from the internal process formulation and external design level, and rapidly increase the sales price of export products, and establish “ The world famous brand with excellent quality and outstanding reputation will enhance the price of Chaozhou ceramics export products and enhance the profit space and competitive strength of Chaozhou ceramic products.
Strengthening Industry Information Circulation Reporters interviewed a taxi driver in Chaozhou. He told reporters that he has barely read the newspaper since he returned to Chaozhou for more than a decade. Walking on the streets of Fengxi District, the most dense ceramic base in Chaozhou, basically no newspaper retail stores were seen. It can be seen that the Chaozhou ceramic industry is almost blank in the circulation of industrial information. It is not difficult to imagine that almost no industrial media can be issued in Chaozhou before the “Ceramic Vision†weekly newspaper office was stationed in Chaozhou. Why is such a ceramic base in an invincible position in the ever-changing domestic and foreign markets? Chaozhou ceramics can not be said to be small, but it is just like a big man in the shape of a big man, but because he did not get through his own "Ren Duo two veins" and can not become a first-class martial arts master, the occlusion of industrial information directly affects Chaozhou ceramics resistance. Strike ability and market competitiveness. Therefore, strengthening the circulation of industrial information and accurately grasping the market dynamics at home and abroad are also the top priorities for Chaozhou Ceramics' second venture.
Supporting capacity needs to be improved As a large-scale ceramic industry base, Chaozhou Ceramics can be our pride in many aspects. However, so far, Chaozhou ceramic industry does not have a professional brand consulting organization, no professional industrial media, no professional advertising company, no professional large-scale domestic logistics service enterprises..... Therefore, Chaozhou ceramics has a long way to go in the domestic market. .
A Chaozhou friend of the reporter came to evaluate his folks like this: "Leave in Chaozhou and fight each other out of Chaozhou!" Then, use this sentence to end this article: Chaozhou ceramics must rely on Chaozhou people to go out and smash the world The cultural connotation of unity, hard work, diligence, courage, and good management, fully integrate Chaozhou ceramic resources, and integrate and share the resources of domestic Chaozhou business gangs to help Chaozhou ceramics break through.
Editor-in-Chief: Chen Lixing Typography Design: Huang Jiacun Art Director: Peng Anjun
In 2007, the total production value of China's ceramic industry has exceeded 300 billion yuan. Among them, the annual output value of Foshan ceramics exceeds 50 billion yuan, and the total output value of Chaozhou Taonan exceeds 30 billion yuan. If the annual output value of other counties and cities such as Qingyuan and the circulation field is added, the Guangdong ceramic industry will occupy the domestic ceramic industry. one third. However, due to the consideration of national energy conservation and emission reduction policies, the continuous reduction of export tax rebate rate, the continuous rise of RMB exchange rate, and rising raw material costs, energy costs, labor costs, logistics costs, and marketing costs, competition in the domestic and overseas markets has become increasingly fierce, and international trade has become increasingly fierce. The impact of barriers and other factors, Guangdong Foshan, Chaozhou two ceramic bases are facing a severe test. This influence from the international economic and market environment, the national policy environment, and the domestic market environment is forcing changes in the two ceramic bases in Foshan and Chaozhou, Guangdong.
Foshan Ceramics: From production to service, it is well known that Foshan Ceramics plays an important role in China's ceramic industry. Especially in the field of architectural ceramics, Foshan Ceramics has become an insurmountable peak in the domestic ceramic industry. However, it is precisely because of the rapid development of Foshan ceramics that it directly leads to the lack of raw materials, serious environmental pollution, high energy consumption, high labor costs, and the result of large-scale outward migration. According to reports, the Foshan Municipal Government has made a very clear plan. In the next few years, Foshan will only retain more than 20 large-scale ceramic enterprises, and the remaining 200 small and medium-sized enterprises will face the fate of shutting down, stopping, moving and moving. . Not only that, even if you retain the major ceramic enterprises in Foshan, the production base must be moved out. The only local companies that can stay in the local business management and marketing headquarters - the Foshan ceramic industry called "ceramics headquarters".
As a "ceramic headquarters base", it is necessary to become a Chinese ceramic industry technology, information and information, marketing, product research and development, human resources training and development service base, and can no longer appear in the Chinese ceramics field with a production base. Otherwise, Foshan ceramics will inevitably face the catastrophe. Then, how can Foshan Ceramics sing this "face change" play?
The change of concept Foshan ceramics is the world's products, production, and a comprehensive industry supporting system. In the face of the exhaustion of local raw material resources, rising labor costs, rising logistics and transportation costs, and increasingly fierce competition in the domestic market, The era of Foshan ceramic products is king. Therefore, in 2007, Foshan Xinzhongyuan Ceramics, Dongpeng Ceramics, Jinyitao and other powerful leading enterprises spared no expense in tens of billions, and they moved their production bases to Jiangxi Gaoan, Shandong Zibo, Sichuan Jiajiang and Hunan. Hengyang and other places in order to seize the advantages of resources and cost advantages. Therefore, the transformation of Foshan Ceramics Base must be a transition from the secondary industry to the tertiary industry. The business philosophy of Foshan Ceramics must be changed from the production center to the service center, and the attitude of “making marriage for others†must be adopted. Has been "upgraded development path."
Developing ceramic service industry Foshan has the largest building ceramic production line in China, and is one of the largest building ceramic production bases in China and even in the world. However, due to the high energy consumption and serious environmental pollution of these production lines, it is impossible to continue the past “production myth†in the current strict implementation of the accountability system for energy conservation and emission reduction policies in the country. Most of the production bases must be moved out of Foshan. . In the face of such a migration, if Foshan Ceramics is willing to let its influence in the ceramic industry weaken, then just let it go. However, the way out for Foshan Ceramics can only be changed from production function to service function. From the large-scale ceramic production base in the past to the trade center, information center, information hub, financial center, consulting center, human resource center, marketing of China ceramic industry. Center, convention center, technology and product development center.
Want to continue the unbeaten legend of Foshan ceramics, we must do the Chinese ceramic trade is inseparable from Foshan, ceramic information dissemination is inseparable from Foshan, ceramic capital operation center in Foshan, ceramic talent training and exchange base in Foshan, the most advanced and most The influence of the marketing center, convention center, technology and product research and development center in Foshan, only in this way can make the other major ceramic bases in the country willingly "due to the court" and "years to come to the DPRK."
How does Chaozhou Ceramics land softly?
As the largest daily-use ceramics production base in China, Chaozhou has more than 4,950 registered ceramic enterprises. In 2007, the total industrial production value has exceeded 30 billion yuan. More than 80% of the products are sold well in Southeast Asia, the United States, Europe and other overseas markets. However, in recent years, due to the continuous reduction of the national export tax rebate rate, the continuous rise of the RMB exchange rate and the rising raw material costs, energy costs, labor costs, overseas trade barriers and unprecedented market competition, the profit margin of Chaozhou Ceramics has been very meager. Many small and medium-sized enterprises have even reached a situation where there is no profit without export tax rebates.
The former Chaozhou ceramics has successfully opened up the global market due to the network of contacts all over the world. However, this kind of foreign-related processing mainly based on OEM production has brought endless business opportunities to Chaozhou ceramics, but it has also lost Chaozhou ceramics. The fundamental Chaozhou brand and the roots of Chaozhou culture. As a result, most enterprises in the Chaozhou ceramic industry have neglected corporate image and brand building, brand value-added operation and technology research and development, so that Chaozhou Ceramics has been continuously reduced in the export tax rebate rate in recent years, and the RMB exchange rate continues to rise and raw materials. Costs, energy costs, labor costs continue to rise, and the difficulties of overseas trade barriers are unpredictable. Many SMEs have even closed down. In the face of such a dilemma, how does Chaozhou Ceramics respond to the test? Many Chaozhou industry colleagues believe that struggling to open up the domestic market is an effective way for Chaozhou Ceramics to actively respond to changes in overseas markets. Then, how does Chaozhou Ceramics “export to domestic sales�
The regional brand integration established the “Chaozhou Ceramics†regional brand (the Fengxi District of Chaozhou City has applied for a registered trademark), and used this as a logo to integrate a group of small and medium-sized enterprises to integrate scattered small and medium-sized enterprises into a large-scale ceramic production. To operate aggregating organizations with a view to improving the level of resource development and comprehensive utilization, sharing market channel resources, pooling and expanding capital, and rapidly increasing the scale of operations. In this way, it can ensure that the Chaozhou ceramic industry avoids the situation of reducing the scale, reducing the profit and reducing the output value in this “industry reshuffle†as much as possible.
Joining hands to open up the domestic market with the focus on the top 100 leading enterprises in Chaozhou ceramic industry, to promote the active integration of small and medium-sized enterprises, Dazhang “Chaozhou Ceramicsâ€, bravely to the domestic and international markets, especially to share the domestic market channels, and build excellent brands. Perhaps with the strength of a certain company in Chaozhou, it will be very difficult to fill the network in the first and second grades of the country within one year. But what if you set up ten Chaozhou companies? What about the 100 companies in Chaozhou? If the Chaozhou Top 100 Ceramics Enterprises join hands, I believe that within half a year, the marketing network of “Chaozhou Ceramics†will spread to all the prefecture-level cities in China. So, Chaozhou Ceramics He Wei domestic market is difficult to open?
Encourage Chaozhou ceramics enterprises to increase investment in technology development and product research and development, and reduce the gap between the global process and external peers as far as possible from the internal process formulation and external design level, and rapidly increase the sales price of export products, and establish “ The world famous brand with excellent quality and outstanding reputation will enhance the price of Chaozhou ceramics export products and enhance the profit space and competitive strength of Chaozhou ceramic products.
Strengthening Industry Information Circulation Reporters interviewed a taxi driver in Chaozhou. He told reporters that he has barely read the newspaper since he returned to Chaozhou for more than a decade. Walking on the streets of Fengxi District, the most dense ceramic base in Chaozhou, basically no newspaper retail stores were seen. It can be seen that the Chaozhou ceramic industry is almost blank in the circulation of industrial information. It is not difficult to imagine that almost no industrial media can be issued in Chaozhou before the “Ceramic Vision†weekly newspaper office was stationed in Chaozhou. Why is such a ceramic base in an invincible position in the ever-changing domestic and foreign markets? Chaozhou ceramics can not be said to be small, but it is just like a big man in the shape of a big man, but because he did not get through his own "Ren Duo two veins" and can not become a first-class martial arts master, the occlusion of industrial information directly affects Chaozhou ceramics resistance. Strike ability and market competitiveness. Therefore, strengthening the circulation of industrial information and accurately grasping the market dynamics at home and abroad are also the top priorities for Chaozhou Ceramics' second venture.
Supporting capacity needs to be improved As a large-scale ceramic industry base, Chaozhou Ceramics can be our pride in many aspects. However, so far, Chaozhou ceramic industry does not have a professional brand consulting organization, no professional industrial media, no professional advertising company, no professional large-scale domestic logistics service enterprises..... Therefore, Chaozhou ceramics has a long way to go in the domestic market. .
A Chaozhou friend of the reporter came to evaluate his folks like this: "Leave in Chaozhou and fight each other out of Chaozhou!" Then, use this sentence to end this article: Chaozhou ceramics must rely on Chaozhou people to go out and smash the world The cultural connotation of unity, hard work, diligence, courage, and good management, fully integrate Chaozhou ceramic resources, and integrate and share the resources of domestic Chaozhou business gangs to help Chaozhou ceramics break through.
Editor-in-Chief: Chen Lixing Typography Design: Huang Jiacun Art Director: Peng Anjun
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