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The road outside is not easy to go, and it is not easy for companies to "return". Huge transformation risks and advances in funding have made ceramic export companies discouraged. At the same time, the domestically tightened real estate market has made the domestic ceramic market feel chilly, and ceramic enterprises are facing a situation of internal and external difficulties.
Ceramic exports are frequently blocked. EU countries face problems including sovereign debt crisis, the sharp depreciation of the euro, and lower-than-expected economic growth in various countries. Simultaneously. After the financial crisis, due to the increased financial burden of ceramic enterprises in Italy, Spain and other ceramic powerhouses, production costs have been reduced or even stopped production. With the advantage of high quality and low price, Chinese ceramics has not declined in export volume. Insiders pointed out that the above situation is the direct cause of the EU's anti-dumping case against China.
Not only exports to Europe, China is a major exporter of ceramics, the annual export volume of ceramic tiles is about 700 million square meters, and the annual growth rate is about 10%. In recent years, especially after the outbreak of the financial crisis, many countries and regions have begun to implement various trade barriers to meet the demanding technical standards in order to protect the development of the local ceramic industry, which has made it difficult for Chinese ceramic enterprises to open up foreign markets. The foreign trade environment is very sinister.
Poland requires that each batch of imported ceramic tiles be provided with the original CE certificate. On September 18, 2009, Argentina made an anti-dumping final ruling on ceramic tableware and other household or sanitary porcelain originating in China. The minimum price limit was adopted and the validity period was 5 years. Thailand’s anti-dumping against ceramics was officially opened on December 3, 2009, and all anti-dumping investigations were conducted on all glazed and unglazed ceramic tiles exported from China to Thailand.
Behind the export of ceramics companies, the economic downturn in Europe, America and Asia has brought about a shrinking ceramics market. The good sales situation of Chinese ceramics companies has naturally caused doubts in similar industries in the country.
In fact, ceramic companies are not only worried about this. According to reports, with the arrival of enterprise inventory cycles in China, the United States and other important trading partners, the demand for Chinese products by foreign companies may be further weakened.
In addition, the appreciation of the renminbi will also increase the export burden of ceramic enterprises. As of October 11, the central parity of the yuan against the US dollar was 6.67 yuan. Since mid-August, the international dollar price has once again fallen, and countries such as Europe and the United States have further pressured the renminbi, and the appreciation is expected to heat up further. This invisibly raises the cost of ceramic export enterprises, greatly squeezes the profit margin of enterprises, and weakens the international competitiveness of export enterprises.
The risk of exporting to domestic sales is big. The road outside is not easy to go. It is not easy for companies to “returnâ€.
The competition in the domestic market of the ceramic industry is also fierce. Mr. Song, the head of a ceramics group in Shandong, said, “Investing in the domestic market requires a lot of financial support. The funds of 18 million yuan will not play much role. Under the conditions of tight monetary policy, we can’t afford such a big deal. Risk, and if this neglects the international market, it will not pay off. In addition, we still don't understand the domestic market now, and we don't know much about marketing, so we won't act easily."
Many enterprises need financial support to move to the domestic market, and the funds needed to build a decent ceramic production line are about 60 million to 70 million yuan. Under the situation of national monetary tightening and environmental protection policies, Tao enterprises want to get bank loans very much. difficult.
Experts told this reporter that the road to foreign trade and domestic sales is different. “Exports are wholesale, while domestic sales are between retail and wholesale. If you change to domestic sales, the primary consideration is that the products are not right, because there are great cultural differences between East and West, and the aesthetics are different.â€
"Export to domestic sales" can not be done overnight, it takes time, the domestic market is large, but the competition is very fierce, not every enterprise can turn to safety. It is not necessarily effective to go "export to domestic sales" with the flow.
The domestic market is affected by the housing market. The competition in the domestic market is also fierce. At the same time, the real estate market, which has been tightened again and again, has made the domestic ceramic market feel chilly.
In the case of the central government's repeated control of real estate, the housing prices in the first quarter were barely showing upward momentum. From the second quarter onwards, the effect of regulation will initially appear, and the volume of real estate market began to decline sharply.
On September 29, various departments of the State Council jointly launched a heavy punch to curb housing price increases. The measures included requiring local governments to immediately formulate detailed rules, three suites to stop lending and the first house down payment, and housing prices rising too fast to limit the number of home purchases. The New Deal also said that it will speed up the pilot reform of the property tax and gradually expand it to the whole country, and then the relevant departments frequently release signals to strengthen the expectation of property tax. Subsequently, Beijing, Shenzhen, Xiamen, Shanghai and other places also issued housing restrictions.
With the rational decline of the housing market, the demand for building materials in the first-tier cities will gradually shrink, and the domestic market building ceramics and sanitary ceramics will be affected.
Experts said that although the figures for the ceramic industry in the first three quarters of this year are still relatively good, some levels can even catch up with the situation in 2008. But the negative impact of the housing market tightening on the ceramic industry will appear at the end of this year and early next year.
Due to the acceleration of urbanization construction, the rigid demand of second- and third-tier cities will be further released, becoming a new growth point for the real estate market and building materials market this year.
Experts suggest that the sales channel of the ceramic industry can be considered to move down overall. Driven by the second and third-tier housing markets, the regions with the fastest growth in ceramics performance will also appear in the region. The middle and low-end products with high cost performance will become the darling of the market, and some economical and durable high-end products are also expected to be hot.
At the same time, the industry's expectations for building materials to go to the countryside have become more and more intense with the announcement of the pilot project in the countryside. Although the specific implementation measures for “building materials to the countryside†have not been introduced, the entire pan-home industry, including the ceramics industry, has been strained. I hope that the channel will continue to hit the third- and fourth-tier markets, and the harvest policy will be favorable. It is also necessary to achieve a major expansion from the brand and market layout.
Leading enterprises such as Dongpeng and Xinzhongyuan in the ceramic industry have already deployed well. Through the form of production and sales, the products have gradually penetrated into the third- and fourth-tier markets. In the traditional sense, low-end products without brand and no after-sales are gradually replaced by low-end products of brand enterprises, and the market space is further compressed. This trend will continue in 2010, and low-end products that occupy the rural market at low prices for a long time may encounter life and death.
The "maximum anti-dumping investigation" in the history of Chinese ceramics has recently been officially opened by the European Union. This is undoubtedly a big loss for the ceramic export enterprises that have recently been affected by the appreciation of the renminbi.