【 Building materials network 】 Porcelain Known as the "pet" of kitchen and bathroom space ceramics The industry market occupies a large part of the market share. However, in recent years, with the full glazing Microcrystalline stone The attempt of "floor tiles on the wall" and other products gradually seized the market share originally belonging to the field of porcelain chips. Industry experts pointed out that it is estimated that porcelain chips currently account for about 30% of the whole ceramic product category. If porcelain chips want to obtain greater development space, they still need to continue to innovate in product technology, functionality, space use and other aspects.
　 Specifications "go beyond big"
With the arrival of the ink-jet era, ink-jet technology has brought terminal marketing to porcelain chips pin And personalized design of products. Perfect ink-jet technology is also obvious to improve its quality. In terms of space application, the specifications also tend to continue to increase to 400 × 800mm and 600 × 900mm, while 400 × 800mm porcelain chips are easy for workers to lay on the wall, and the laying effect is more upscale, which is also widely used in living rooms.
It is understood that in the early 2000, the invention of impermeable technology, the introduction of bright and matte glaze technology, as well as flower pieces Waist line The continuous addition of supporting products, such as, has made porcelain products enter a prosperous and brilliant period from 2000 to 2006. During this period, many ceramic brands began to enter the ranks of first-line brands. However, with the rapid development of science and technology, pottery making technology has also risen to a new height, forcing the traditional porcelain chips to go out of a different development path.
From the specification analysis, 108 × 108mm to 158 × 158mm porcelain chips gradually withdrew from the market, and then gradually developed to 250 × 330mm, 300 × 450mm, 300 × 600mm, 300 × 900mm... The specifications are getting larger and larger. Before and after 2003, the ceramic industry set off a large number of ceramic chips production line As a result of the boom, some large-scale porcelain chip manufacturing enterprises have been established, such as Shuncheng, Grand General and other large-scale porcelain chip manufacturing enterprises have emerged, and batch porcelain chip products have appeared in the market.
In 2005, roller Printing machines have been widely used in the production of porcelain chips, and the texture and color patterns on the surface of porcelain chips have become more delicate and varied. Its design, specification, collocation and application began to develop in a diversified trend; In this year, large-sized porcelain chips became one of the focuses of competition among many manufacturers. From 300 × 900mm, 330 × 900mm to 333 × 1000mm, these so-called large-sized porcelain chips in Asia emerged in endlessly among major manufacturers. Large size has become the new favorite in the field of porcelain chips, but 300 × 600mm has gradually become the mainstream of porcelain chips.
In 2007, the mainstream specification of the porcelain chip market was occupied by 250 × 330mm. In just a few years, the 300 × 450mm and 300 × 600mm ceramic chips soon showed great vitality and explosive power of new things. The mainstream specification in the market became 300 × 450mm, which mainly depends on the development of technology.
　　 The market share continues to shrink
According to the 2014 National Ceramic Tile Capacity Report+China Architectural ceramics According to the data released in the White Paper of the Industrial Development Report, at present, China's annual production capacity of ceramic tiles (310 days) is 13.96 billion square meters, of which the annual production capacity of ceramic tiles accounts for 29.79% of the total production capacity of ceramic tiles in China. It is reported that the total production capacity of ceramic tiles in 2014 increased by 5.49% compared with that in 2011.
According to the analysis of many people in the industry, at present, porcelain chips account for 20-25% of China's ceramic consumption market. In recent years, with the impact of the market environment, the continuous updating of new ceramic products, and too little profit, the market share of porcelain chips has continued to decline.
"The output of porcelain chips is increasing year by year, but the market proportion is declining." The head of Junyi Ceramics believes that the decline of porcelain chips is closely related to the market demand of the entire ceramic industry. From the perspective of the whole industry, the main reason for the price decline of porcelain products is that the market demand has begun to shrink, and the shrinking of market demand is not determined by the industry and individual enterprises, but by the whole market.
The person in charge of Junyi Ceramics believes that the market demand for porcelain chip products is mainly concentrated in the second and third tier cities and township markets. At present, the demand of consumers for porcelain chips will not change, and the number of consumers will not decrease. In addition, as an enterprise producing porcelain chips, the strong will be stronger and the weak will be weaker. Some porcelain chip manufacturing enterprises may face losses or even bankruptcy. But this is the result of market competition, and cannot represent the decline of the porcelain itself. There is still much room for enterprises to develop in terms of terminal sales and network layout.
In recent years, it is an indisputable fact that the market for porcelain chips has declined. Lin Jianming, General Manager of Xiejin Ceramics Sales, said that whether it was porcelain chips or Polishing brick The whole sales volume is also limited by the general environment. Each enterprise has different emphasis, but many enterprises are committed to the extension and expansion of the functions of various categories of products, which also gives a certain compression space for porcelain chips.
Of course, porcelain chips have other The incomparable advantages of building ceramic products include polished tiles Antique brick And other floor tile products can be Wood floor Instead, the wall can be preempted by wallpaper; Porcelain chips are mainly used in places with water, such as kitchens and bathrooms Stone 、 Glass , composite wood or wallpaper coating And other non ceramic products are difficult to pose too big a threat to its replacement.
With the wide application of ink-jet technology by major enterprises, the competition among enterprises is becoming more and more fierce, and the homogeneity of porcelain products is becoming more and more serious. Lin Jianming said frankly that the new porcelain chip products developed by well-known enterprises will soon be imitated and copied by many peers in just one day. The indiscriminate imitation not only makes the product lack of novelty and personalization, but also makes many customers ignore the detail design and practical experience of the product and pay more attention to the aesthetic design of the appearance. Therefore, if the enterprise wants to have better development, it is necessary to improve the overall innovation and differentiated design level of porcelain products.
　　 More diversified demands
Influenced by the market, porcelain products are updated very quickly, their life cycle is greatly shortened, and new products emerge in endlessly. It is appropriate to describe them as "bricks are similar from year to year, but bricks are different from month to month". Small batch, multiple varieties and rapid production change have become the new features of industrial production. Porcelain products are popular in several styles, even many styles, just like fashion. There are two major characteristics: first, rapid response and rapid upgrading; The second is to follow the trend, pursue fashion and fashion colors. Before new porcelain pieces enter the market, enterprises should be highly sensitive to the market.
Porcelain chip production is the result of innovation and development based on actual needs, so its use and design must be combined with reality, and quality positioning must be carried out, so as to achieve better quality and ultimately achieve the goal of more production. Pursue perfect design, achieve more shapes, and take the color characteristics and the overall environment into consideration, which will eventually achieve a very practical special effect. Perfect design itself requires creativity, which is to better express the beauty of fashion. Accurate positioning and selection are the basis for good design.
Before new porcelain chips enter the market, they should be highly sensitive to the market. The person in charge of Junyi Ceramics believes that with the rise of post-80s and post-90s consumer groups, it is no longer necessary for the main consumer to "change dynasties". The habits of this new group need more attention from the market, and the consumption trend can be guided and catered to. Only by grasping the needs of consumers can we "suit the remedy to the case" and make porcelain products popular.
Porcelain chip products are becoming mature in the market, and consumers' understanding of porcelain chip products is constantly deepening, which also puts forward more requirements for all levels of porcelain chip products. Lin Jianming said that in terms of space design of porcelain products, the previous manufacturers developed products and let designers design space. Now, the manufacturer first considers the space design and then discusses the product research and development. The idea of the development and design of porcelain chips has completely changed. Today, in the market, consumers need to buy space and overall solutions.
The new magic glazed porcelain pieces newly developed by Xiejin Ceramics this year are space oriented. The new nine dimensional ink-jet technology is adopted, and many processes are elaborately carved. The layers are rich and three-dimensional, with a strong sense of vision, clear texture, and exquisite hand feel. Magic glazed porcelain meets the market demand.
In general, the design, development and consumption of porcelain chips will be a diversified pattern where fashion and fashion coexist, and modernity and retro docking. Grasping this pattern and the combination of product development and market demand, we can be invincible in the market competition.