In 2020, Jiangxi is one of the fastest-expanding ceramics production areas in the country. In 2021, the expansion and modification of production lines in Jiangxi production areas will still be vigorous, especially in the first quarter of the year when the expansion momentum was rapid.
According to incomplete statistics from "Ceramic Information", in March alone, nearly 10 production lines of Gao'an local companies were put into operation. Overall, from January to March 2021, about 15 new lines were added in the Pan-Gaoan production area, and the daily production capacity of ceramic tiles increased by nearly 400,000 square meters (equivalent to an annual production capacity of over 120 million square meters). The products cover antique tiles, 600×1200mm large Plate, 750×1500mm large plate and 800×800mm full-body marble series.
New lines with large production capacity are intensively put into production
Mainly produces 750×1500mm, full-body marble
On March 30, Renpai Ceramics, located in Gao'an Ceramics Base, successfully ignited an intelligent large-panel production line with a daily output of 35,000 square meters, mainly producing large panels of 600×1200mm, 750×1500mm and other specifications;
On March 20, the first 5G intelligent production line at the Pingxiang base of Asus Ceramics Group was ignited. The production line has a daily production capacity of 40,000 square meters; on the same day, the second batch of Bangyuan Ceramics and Huayi Ceramics after leasing and restructuring The two production lines were also ignited one after another;
The first intelligent line of ASUS Ceramics Group (Pingxiang Huarui Technology) was ignited.
On March 17, the second production line of Geshiqi Ceramics Intelligent Production Base successfully produced products, with a daily production capacity of 35,000 square meters. Previously, the first large plate production line was put into operation on January 10;
On March 16, Jingcheng Ceramics’ intelligent antique brick production line was successfully ignited, with a daily production capacity of 40,000 square meters;
On March 6, Kangerju Ceramics, the largest small-capacity floor tile company in Central China, entered into antique tiles and successfully put into operation an intelligent antique tile production line with a daily production capacity of 30,000 square meters;
On February 9, the country's longest wide-body kiln, Roosevelt Ceramics Group's intelligent production base "Changfeng No. 9", was successfully ignited. On April 2, the country's largest glazed tile line with the largest production capacity was successfully put into operation. ,Daily production capacity of 50,000 square meters;
Roosevelt's "Changfeng 9" production site.
On January 23, the Shanggao Baoqing Ceramics intelligent large-panel production line was ignited, and the production line was put into operation at the end of March;
On January 21, Jinliyuan Ceramics Group’s intelligent large-panel production line was ignited, and the production line was successfully put into operation at the end of February;
The first production line of Greili Ceramics Intelligent Production Base under Xinruihong Group is planned to be put into operation in the near future, with a daily production capacity of 35,000 square meters;
……
In fact, according to the visit of "Ceramic Information", the above-mentioned production capacity is only the production lines added by local companies in the Pan-Gao'an production area in the first quarter of 2021. In the first half of the year, more than 7 production lines will be put into operation or put into operation by local companies in the Gao'an production area. Construction begins.
In April, Sun Ceramics Group’s intelligent large-panel production line with a daily production capacity of 30,000 square meters will be completed and put into operation; Roosevelt Ceramics Group’s “Changfeng 10” 750×1500mm intelligent large-panel production line will be put into operation, with a designed daily production capacity of 3.5 10,000 square meters; the other four intelligent production lines at the Pingxiang base of ASUS Ceramics Group will be fully put into operation in June, with an average daily production capacity of 40,000 square meters per line.
Double production capacity
Some categories are facing “downward price” pressure
Spring is coming after the epidemic, and nearly 90% of the production lines of Gaoan ceramic enterprises in 2021 will be fully operational before the Lantern Festival. Moreover, after the Spring Festival, the prices of Western tiles, small floor tiles, and some companies' antique tiles and polished tiles have been increased to varying degrees. The reason is that costs have risen after the Spring Festival, the sales situation of these major categories is relatively good, and corporate inventories are tight.
According to "Ceramic Information", in February and March this year, the prices of Gao'an small floor tiles, antique tiles and West tiles were adjusted to varying degrees. After the start of the new year, the production and sales of these major categories have been strong, and companies have even reported insufficient inventory and tight inventory.
On the other hand, categories such as medium-sized slabs, large slabs, and fully polished glazed slabs (whole-body marble), whose production capacity has expanded rapidly in the past two years, are already under heavy sales pressure, and prices are already "ready to move."
According to "Ceramic Information", after the Spring Festival, some ceramic companies in the Gao'an production area have adjusted the prices of products such as medium plates, large plates and full-body marble.
TodayAfter the beginning of spring this year, the sales pressure increased significantly compared with previous years. Coupled with the continuous rain in March, the delivery situation was indeed not good. "According to the sales manager of a ceramics company in Gao'an.
In the view of the sales person in charge: "Production capacity has grown too fast. The idle production lines are fully operational. The daily production capacity of new or renovated production lines is basically 30,000-40,000 square meters. After the Spring Festival, medium slabs, full-body marble, large slabs, etc. The prices of categories are all open and covert. For companies that have neither expanded new lines nor large production capacity, the competitive pressure is very high. ”
For example, for large boards, as of March 2021, the production capacity of high-security large boards has doubled year-on-year in 2020, and the daily production capacity has exceeded 600,000 square meters. "Only with production capacity can we be competitive. It is difficult to adapt to the current industry trends just by relying on quality and innovation." Luo Laizu, chairman of Jingcheng Ceramics, said that Jingcheng Ceramics has always focused on high-quality antique bricks and transformed two small lines into one at the end of last year. A big line.
"March is the traditional peak sales season for the ceramic tile market. It is also a period for dealers to replenish their positions and launch new products. At present, the sales pressure of enterprises is not obvious. After entering the off-season in May, the fighting period will really enter." The above-mentioned sales manager People speak frankly.
Comprehensive costs increased by more than 10%
Ceramic enterprises reshape their own brand channels
Prices are "ready to move", but most ceramic companies dare not move. Gao'an ceramic companies, which have been walking on the "tight line" of costs, are facing a situation where costs have risen sharply. Many companies are facing increasingly prominent problems. Due to the pressure of production and sales, we still dare not start a "price war" rashly.
A few days ago, Liu Chunliang, chairman of Geshiqi Ceramics, sorted out the cost accounts of Gaoan ceramic companies to "Ceramic Information": "Labor costs have increased by more than 10%, cartons have increased by 25%, and raw materials such as glazes and sand materials have increased by more than 10%. All have increased to varying degrees. Coupled with the centralized gas supply in Gao'an production areas, energy costs alone will increase by more than 30-40%. For Gao'an ceramic enterprises, the upcoming test is the production cost. ”
“The smile of Mona Lisa makes Gaoan Ceramics people smile collectively!” In Liu Chunliang’s view, although the manufacturing cost advantage of Gaoan Ceramics is weakening, Gaoan is at the center of a strong “flow body” and will become the center of Central China in the future. It is the core of product innovation in production areas, innovation of entrepreneurial models, and drainage through channels such as engineering and dealers.
It is worth noting that with the production capacity layout of domestic first-tier enterprises across the country, many high-security ceramic enterprises that mainly focus on OEM have directly felt the crisis and began to adjust their marketing models.
“In 2021, Obama Ceramics has adjusted its marketing direction.The whole process will further reshape the company's own terminal channels, strengthen product innovation, and strictly control quality based on the quality standards of Guangdong companies. At the same time, Obama Ceramics has planned to set up a brand exhibition hall at the Foshan Ceramics headquarters base. "Introduced by Wang Beihuang, general manager of Obama Ceramics Marketing.
“This year we will comprehensively tighten policies for OEMs, and the prices and rebates given to OEMs will be greatly reduced, while we will reshape our own market channels.” said the owner of a Wenzhou ceramics company in Gao’an.
Reshaping private brand channels is the development direction of ceramic enterprises in Gao'an production areas this year. With the gradual reduction of OEM orders and the gradual reduction of OEM orders for Guangdong's first-tier brands, a new trend will be given to Gao'an production areas. Opportunities to develop terminal brand channels.
(The article is reproduced from Ceramic Information)
