Ceramic (Ceramics), ceramic is the general name of pottery and porcelain. Pottery was invented as early as the Neolithic Age about 8000 AD. Common ceramic materials are clay, alumina, kaolin and so on. Ceramic materials generally have high hardness, but poor plasticity. In addition to being used in food utensils and decoration, ceramics also play an important role in the development of science and technology. Ceramic raw materials are made from the earth's original large amount of resource clay by quenching. The nature of clay is ductile, plastic at room temperature, micro-dry can be carved, fully dry can be ground; fired to 700C, pottery can be filled with water; when burned to 1230 °C, it is porcelain, almost non-absorbent and resistant to high temperature and corrosion. The flexibility of its usage has a variety of creative applications in today's culture and technology. Invented pottery. Most ceramic materials are oxides, nitrides, boride, carbides and so on. In China, the main producing areas of ceramics are Jingdezhen, Gao'an, Fengcheng, Pingxiang, Foshan, Chaozhou, Dehua, Liling, Zibo and so on.
Industry chain
For the ceramic industry, the upstream industries are mainly: kaolin, feldspar, quartz, zirconium silicate and other raw materials supply and liquefied petroleum gas, natural gas, electricity and other energy industries; downstream are mainly dealers and porcelain units. Ceramics can be divided into three categories: daily ceramics, art ceramics and building ceramics. According to the type of porcelain: at present, there are mainly daily fine porcelain, daily common porcelain, daily stoneware, bone porcelain, exquisite daily porcelain, under-glaze colored daily porcelain, daily fine pottery and so on. According to the flower face decoration method classification: according to the flower face characteristics can be divided into under-glaze color, under-glaze color, color glaze, uncolored white porcelain and so on. Among them, the production of daily ceramics can be said to be due to people's needs for daily life, daily life people have more contact, but also familiar with porcelain, such as tableware, tea set, coffee set, wine set, tableware and so on. Ceramic products are mainly supplied to supermarkets, shopping malls and specialty stores, ceramic wholesale markets, building materials markets and e-commerce platforms.
1. The influence of upstream industry
China is rich in ceramic upstream resources, which can meet the resource needs of ceramic manufacturing industry at present. The main raw material of ceramic products is kaolin, but our country is rich in this kind of resources, and the main raw materials of ceramic glaze, such as quartz, feldspar, zirconium silicate and so on, are also rich in mineral resources, and have a mature trading market. therefore, the ceramic industry, especially daily ceramic enterprises are less restricted by upstream raw material manufacturers.
2. The relevance of downstream sales channels.
The downstream sales channels of ceramics are mainly supply supermarkets, shopping malls and specialty stores, ceramic wholesale market, building materials market and e-commerce platform. Among them, the subdivided household porcelain, hotel porcelain and gift porcelain are for end customers, usually enterprises carry out marketing activities through self-built sales network, and do not have a strong dependence on distribution channels.
With the continuous accumulation of operation experience and the continuous maturity of management ideas, ceramic enterprises must further establish their brands, open up sales channels, strengthen team construction, improve the layout of domestic marketing networks, and optimize the product structure. to reduce dependence on sales channels in local markets.
Source: China Business Industrial Research Institute
Development trend of domestic Ceramic Industry in the Future
With the development of economy and the improvement of living standards, consumers' demand for daily ceramic products will change in the future, mainly reflected in the following aspects:
(1) the trend of upgrading consumption to high-end, health and environmental protection
With people's increasing attention to safety, health and environmental protection, consumers' requirements for ceramic products in contact with food are not only simple and economical and practical. High quality, beautiful appearance, low lead, cadmium dissolution and good thermal stability will become important reference indicators for consumers to choose and buy ceramic products, and the market demand for high-quality daily-use ceramics will be further enhanced.
In order to meet the increasing consumption demand of customers, large manufacturers of daily ceramics launch newly designed products every quarter, which are developing in the direction of health, green, environmental protection and high quality. restaurants and star hotels have also maintained a high renewal rate of catering porcelain. With the continuous development of economy and the continuous improvement of people's income level and consumption capacity, especially the rapid development of tourism and catering industry, China's domestic ceramic market will continue to show this good trend of both quantity and quality in the future. the characteristics of the upgrading of daily ceramic consumption will also be more obvious.
(2) the trend of diversification and individualization of demand.
As consumers have differences in living standards, cultural background, art appreciation and other aspects, and then the demand for products is not exactly the same, therefore, the production and sales of a single variety in the market can hardly meet the different requirements of the prospectus of Guangdong Songfa Ceramic Co., Ltd.
The needs of the consumers. A series of obvious changes will take place in daily ceramics in the future. the main characteristics of the products are high quality, complete functions, many designs and colors, and novel shapes, that is, the products are developing towards diversification. Ceramic production enterprises do a good job in decorative pattern design, color matching, decorative materials and modeling design, and integrate profound cultural heritage to meet consumers' demand for personalized, artistic and diversified special-shaped ceramic products. Give consumers high-grade spiritual life beyond material meaning. In the future, the demand for personalized daily ceramic products in China will continue to increase, and high-quality household ceramics will become a gift, memorial and collection for high-end people.
(3) the branding trend of operation.
In the international domestic ceramic market, Britain's "Royal Dalton", Japan's "Norituck", Germany's "Weibao", France's "Havaron" and other international well-known brands, the formation of these brands have a long historical and cultural background, and adhere to the high-quality route for a long time. In recent years, with the accelerated pace of internationalization of China's ceramic enterprises and the continuous improvement of the technological level of products, the brand construction of ceramic enterprises is becoming more and more urgent. Through brand construction, ceramic enterprises gradually change from product output to brand output, so as to continuously improve the added value and market competitiveness of products. In the future, only through the shaping of brand image, enterprises with distinctive characteristics, unity and stability, and containing profound brand culture, can have the road of sustainable development.
The above materials and analysis come from the "Research report on Market prospects and Investment opportunities of China Ceramic Industry from 2017 to 2022" issued by China Business Industry Research Institute.
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