How Domestic Domestic Ceramics Can Learn from Foreign "Integration" Concept

At the launching ceremony of the 9th China Ceramics Industry Innovation Forum held recently, all the participants in the conference revealed the artistic atmosphere that was different from previous years. The internationalization trend that the ceramic industry has always emphasized in recent years has become more and more popular. The delegations from Italy, Spain, Germany, the United Kingdom, South Korea, Italy, the United Arab Emirates and other countries made ceramics industry professionals feel that the transformation of the new era of the ceramic industry needs to focus on design and make rational use of the world's top design resources.

The traditional marketing model of domestic ceramics is that daily-use ceramics companies manufacture and design products through engineers, and then they are promoted by marketing planners. However, well-known and well-known brands such as Italy and Spain are integrated design concepts. This is also the reason why their value-added products are relatively high. China's daily-use ceramics cannot be comparable. Domestic companies simply imitate the path of foreign products and they will “leap and die”. What they want to learn is the integrated design philosophy of foreign companies. At well-known exhibitions such as the Bologna International Ceramics Exhibition, Chinese people were rejected by foreign exhibitors and photographed their news. However, the ceramic companies in Italy, Spain and other countries are not "forbidden" by domestic companies because they also design. Want to occupy a place in the huge Chinese market, so the mentality is very open, but domestic companies should be good at cooperation with them.

The Middle East market is an emerging market with huge potential in the eyes of every Chinese company. However, the marginalization and low price of Chinese products in the Middle East market are becoming increasingly serious. There are more than 5,000 ceramic sanitary ware shops in Sharjah. Although Chinese products account for more than 1/3, the prices of similar products are generally only 1/3 or even 1/4 of that of Italian and Spanish products. For example, the lowest price per square metre of Italian products is 70 dirhams (local currency units, and *** exchange rate ratio of 1:2 or so), while Chinese products are as low as 20 dirhams, and the general price is between 30 and 60 dirhams. The daily-use ceramics exported to foreign countries are different from domestic ceramics collections. If you want to go abroad, it is necessary to go to foreign markets.

From the booth layout of Dubai's five major building materials industry exhibitions, we can see “crawlers”, with European and American companies occupying the best positions, using special display equipment to win the advice and praise of many merchants. On the other hand, Chinese companies are generally standard booths and paperbacks. At the edge of the exhibition hall, popularity is low. Many business owners who attended the conference last year did not come to visit this year. The common view of people in the Middle East is that the quality of Chinese products is not guaranteed and the only reason for purchasing is the cheap price. In fact, many Middle Eastern businessmen have already formed “Chen Jian” and believe that Chinese people sell bargains. If Chinese sell Italian tiles, they are often considered to be selling fake goods.

The situation in the Dubai market is only a microcosm of the domestic ceramic companies' development of the international market. From numerous internationally renowned exhibitions and business visits to places such as Spain and Germany, Chinese ceramics and European and American ceramics are treated differently in the international market. It is learned from the exchanges with counterparts in different countries that the entry point for ceramic innovation and development is design. Through the design of the domestic ceramic industry to promote the transformation and upgrading.