Foshan acid-resistant ceramics factory since 1983, China's first floor tile of wall of pottery and porcelain of fully automatic production line imported from Italy, China ceramic mechanical loading for industry began to absorb foreign advanced equipment technology, digestion, in the next several industries, in the tide of massive expansion of domestic equipment share is more and more high, finally realizes the comprehensive localization of target. At the same time, color glaze and supporting industry developing rapidly, also passed a path from import to domestic development. Today, China JianTaoYe annual production capacity of more than 10 billion square meters, of which form a complete set of machinery and equipment, ceramic raw materials and supplies, most are from local companies, and began to export the international market. Foshan ceramic region breeds and form the world's largest and most mature ceramic industry chain and industry cluster.

Such a large scale of production capacity, the market is competitive, coupled with the growth in demand for Europe and the United States imports of China building ceramic slow; Domestic economic growth, structural adjustment and continued restrictions on real estate policy, building ceramic pin within the market is saturated, can only spell homogeneity product prices, and new products like fashion soon be homogeneous, market competition is more and more fierce. Whether is it go the way of scale development, brand operation, companies are more or less met the bottleneck of the development of, or profit more and more thin, or affected by the general market volatile, unstable performance. Further development of enterprises?

The author as one of foshan ceramic industry research planning expert group members, by letter, foshan city, had the opportunity to be invited to the office on December 9th was held in the China building foshan ceramic industry transformation and upgrading of symposium, listened to foshan through letter bureau director li at the meeting about "make the whole industrial chain, foshan city, transformation and upgrading" speech and introduces foshan municipal party committee, the municipal government for the future foshan electrical appliances, ceramics, machinery and equipment, such as aluminum, medicine, automobile industry planning and ideas, inspired. Now enter the "twelfth five-year" third year, ceramic industry face a further transformation and upgrading, the key is how to transform the upgrade? Director li in symposium thrown make foshan ceramic the idea of the whole industry chain, to ceramic industry big imagination space, is undoubtedly a great transformation and upgrading path.

Government have such ideas and guidance, industry colleagues should be active and serious thinking about the problem, not as negative as increase during the period of "11th five-year plan" regulation to wait and see, finally facing the passive shut down. How to build the building ceramics complete industry chain and complete industry chain will bring what opportunity? Cannot simply interpreted as upstream and downstream is the whole of the industrial chain and related enterprises, and shall each chain point in industry chain to conduct a comprehensive analysis of each point in the whole industry chain of the value chain on? Such as raw materials, ceramic pigment, and equipment, creative design, technology, product manufacturing, brand marketing, market channels, etc., and put them on the whole industry chain and to consider in the smiling curve, the value of his creation of the value of the whole industry chain, respectively is how much? Then, think about how to series and integration points, the chain is the integration of indictment of strategic cooperation, or of close cooperation, or a combination of various cooperation modes of integration?

China building ceramic industry, through nearly 30 years of development, industrial cluster has been basically mature, there have been multiple annual sales in more than 5 billion enterprises, has to build infrastructure and conditions of the whole industry chain. If there is a certain scale of the enterprise, has the certain management strength to lead the integration of enterprise, the building ceramics of the whole industry chain integration and play can get twice the result with half the effort. The present situation of building ceramic industry is manufacturing point of the chain's largest, most powerful, already has more than $50 or more, the scale of the enterprises in the chain, so by the chain of manufacturing enterprises to integrate the whole industry chain, just can make up for in the smile curve of low-end manufacturing production, improve the quality and efficiency of operation. If there is the first step to building ceramic in the whole industry chain in innovation at the ends of the smile curve (industry excellent glazes, equipment, design and other professional companies and market channels circulation enterprises) integration, can strengthen the enterprise's innovation ability, through control terminal market.

In considering the whole industrial chain elements, the ends of smiling curve, it is precisely manufacture chains of short board or weak manufacturing enterprise has built its own research and development center, although it is professional degree and the research and development strength, after all, much less powerful professional company; Although also has a corporate brand marketing channel, but mostly exists in the distribution agent mode, the terminal market positioning including price, service in the hands of sales agents, vendors, hard to find a better interest balance, mutual trust degree is not high also, information is not clear, powerful dealers often don't want to put their eggs in one basket, select multiple enterprise's brand management; Manufacturer also don't want to put a province or a market to a dealer to control, the result is not integration of resources, gathered strength in addition to the common to share, to benefit to the market, but the mental game, between negative treat, bargaining, the market opportunities to the competitors. Incredibly home, red star triumphant dragon, b&q and other large stores can rapid development, and so strong, is because the cooperation between the manufacturers, remains in the traditional pattern of loose type distribution agent, there is no real form community of interests, their own weak, no striving for the space of interest, of course, have to obey the strong, this is the current situation of the industry.