China's ceramics have been frequently turned into a wise choice by foreign anti-dumping ceramic enterprises

Following Argentina, Brazil in South America also issued anti-dumping warnings on Chinese ceramics. The industry’s feared “domino” effect is likely to become a reality.

Afterwards, anti-dumping measures have caused Tao’s exports to suffer “cold winter” in the future. In the foreign market almost "does not have to do" under the circumstances, the vast domestic market has become a must-see for the Tao enterprises.

However, the domestic market is also not optimistic. As the regulation of real estate has not been tightened, the ceramic industry in the downstream has also been greatly impacted. A number of industry insiders said in an interview that under the circumstances of “internal problems”, brands and powerful companies can gain more chances to survive. In order to better develop the domestic market, choosing a good distributor (agent) is very important.

Traditional, emerging markets have encountered anti-dumping It is reported that Argentina anti-dumping on Chinese ceramic tile was formally filed on July 28, the products being investigated were paved or covered unglazed ceramic tiles and plates, and its proposed anti-dumping margin was as high as 631.63%. After the case was filed in Argentina, the industry was concerned about the emergence of “domino” effects on anti-dumping of Chinese ceramics by South American countries. This worry has unfortunately become a reality.

China's ceramics have been frequently turned into a wise choice by foreign anti-dumping pottery enterprises to transfer domestic sales. Lan Weibing, director of the Foshan Ceramics Office of the China Ceramics Industry Association, told reporters that Brazil, the world's second largest ceramic tile producer, has also issued anti-dumping warnings on Chinese ceramics. A relevant person in charge of the Tao Enterprise also revealed that although Brazil has not explicitly proposed an anti-dumping investigation, it has raised the threshold for imports for products such as polished tiles, microcrystalline stones, and antique tiles.

The Blue Guards explained that since the financial crisis began, Foshan's ceramics companies have continued to open up new markets, and the Latin American market has become one of the most important “new darlings”. It is understood that Brazil has become the world’s second largest producer and consumer of ceramic tiles. In particular, major sports events such as the World Cup will be held in Brazil. Brazil’s potential for the building materials market is also growing, becoming an important export market for Foshan ceramics. one. Since 2009, the Foshan Municipal Government has held the International Building Materials Exhibition in Sao Paulo, Brazil for three consecutive years. Currently, there are more than 100 exhibitors.

It is understood that the top five Chinese ceramics exports are currently Saudi Arabia, Thailand, Brazil, South Korea and the United States. “Some time ago, the European Union initially decided to impose an anti-dumping rate of nearly 70% on Chinese ceramic tiles, and South Korea also ruled to impose anti-dumping rates ranging from 9.14% to 29.41% on Chinese ceramic tile manufacturers. Together with Argentina and Brazil, the tradition of Foshan ceramics exports. Markets and emerging markets will face anti-dumping in the future, and export business will be greatly affected,” said Blue Guards.

Turning to domestic sales requires more emphasis on differentiation In the context of poor export conditions, the domestic market has become the focus of many ceramic companies. "Foshan Tao enterprises do not turn to domestic sales only in recent years, but in the case of such frequent anti-dumping, the company must make efforts to do domestic sales," said the Chinese Ceramic Industry Association Marketing Branch, senior adviser Professor Zhang Youzhuo.

"However, the domestic market is also facing a lot of problems this year. The regulation of the real estate market in China is still tight. As the downstream ceramics industry has also been a greater impact, Foshan Ceramics is experiencing a 'pain in transition'." Zhang Youzhuo said "It is relatively easy for companies to make export sales, but the domestic market is definitely the main direction for the future. If we want to do a good job in the domestic market, it is very important to differentiate and brand products."

It is understood that although the current ceramic market is not a boom, the performance of powerful companies such as New Pearl, Asker, and Greystone is not bad. The new Pearl also achieved double-digit growth in the first half of this year. Feng Bin, deputy general manager of GE Shi bathroom, told reporters that because the company's production of high-end leisure bath products, mainly for resorts, villas, star hotels, etc., "These market demand has not been much affected, the product's Sales are also good. Zhang Youzhuo believes that the domestic market is very broad, but it also creates a misunderstanding for companies, and thinks that the more types of products they can do, the better. "This strategy is not successful because of the large number of people in the country, even if After subdividing consumers, the market potential is still great, so if companies find the right segmentation areas and build brands in this area, the development will become better and better. If you do export sales, you will win with size, quantity, and price. This is the biggest difference. ”

Chairman of Ashgaf Chen Yanbin also stated that at present, many companies still do not get rid of the homogenization cycle when they are doing domestic sales. “Everybody sells similar products and can only reflect advantages in price. This is unhealthy competition. Only differentiated. The product is more influential.”

A good agent decides success or failure?

Compared with orders that take orders, produce according to orders, and export to foreign countries, Tao Enterprise must consider various factors such as channel construction, product design, and marketing strategy when it is turning to domestic sales. Among these factors, channel construction is the most critical.

It is understood that the current Foshan ceramic enterprises in the expansion of the domestic market, the main sales channels are dealers, self-built stores, home building materials stores, home improvement companies, among which the greatest impact on sales is the strength of dealers (agents).

The Blue Guards said that if companies set up stores around the country, their construction costs and management costs will be very high. "As the market continues to develop, the company's capital requirements are very large, so most of the Foshan ceramic enterprises are taking Dealer agency system to open up the domestic market."

Feng Bin, deputy general manager of the bathroom, said that due to the dealer's relatively familiar with the local market, resources and contacts are more and more often in the market to tackle more efficient. "But companies must find powerful distributors, which is critical to the company's domestic sales performance." According to him, in the past year, the company has developed more than 60 dealers, but some dealers are not professional and their strength is not strong enough. In the local market, the situation could not be opened. "They later cancelled their qualifications. If the agents are not good, the sales of the company in the local area will be difficult to expand."

In addition, the expansion of the domestic demand market through home improvement companies and designers has become an increasingly important channel for Foshan Tao enterprises. "Especially for some of the more high-end products, consumers may not know where the value of these products is, their sales often require specific decoration companies, designers to promote, designers can provide them with a complete set of Space design plan, which products to use, how to design are determined by the designer." Chen Yanbin said.

It is understood that there are currently many ceramic companies in the designer of this channel to force, Jin Yi Tao held in many places in the country salon and designers exchanges, the new Zhongyuan ceramics also held the Asian Interior Design Competition, hopes to design The strength of the division drives the sales of products.