Abstract:In recent years, with the increasing attention of residents to safety, health and other issues, consumers' requirements for ceramic products that are often in contact with food are also continuously improving, and high quality, low lead, beautiful appearance and good thermal stability have gradually become an important reference index for consumers to purchase daily-use ceramic products, prompting ceramic enterprises to continuously innovate and upgrade daily-use ceramic products. On this basis, the daily-use ceramics industry has continued to develop steadily, and the output of daily-use ceramics has also continued to increase. According to statistics, the total production of daily ceramics in the country will reach 66.7 billion pieces in 2023.
1. Definitions and Classification
Daily-use ceramics are made of clay and other natural mineral rocks as raw materials glazed or unglazed, for daily life use of all kinds of ceramic products, due to people's needs for daily life, is the most contact with people in daily life, but also the most familiar porcelain, such as tableware, tea sets, coffee sets, wine sets, tableware, etc. According to the classification of porcelain species, the daily ceramics currently circulating on the market can be divided into daily fine porcelain, daily general porcelain, daily stoneware, bone porcelain, exquisite daily porcelain, underglaze (medium) color daily porcelain, daily fine pottery, etc.;
Second, industry policies
1. Competent authorities and regulatory system
The administrative department of the daily ceramics industry in mainland China is the Ministry of Commerce of the People's Republic of China, which is mainly responsible for the formulation of industrial policies, and supervises and inspects their implementation; studies and formulates industry development plans, guides industry structural adjustments, and participates in industry system reform, technological progress and technological transformation, quality management, etc. The self-regulatory body of the daily ceramics industry is the China Ceramic Industry Association, which was established in September 1989 and undertakes the management functions of the national ceramic industry entrusted by the government, including: formulating industry planning and industry regulations, carrying out investigations, collection, sorting and statistics of basic data of the industry, studying the development direction of the industry, carrying out international exchange activities in the industry, conducting technical training, holding professional exhibitions, providing information services, and promoting scientific and technological achievements. In addition, the China Ceramic Industry Association set up a professional committee for daily ceramics in September 2003 to strengthen the professional management of the daily ceramics industry.
2. Industry-related policies
Industry policy support continues to increase, "Action Plan for Further Improving the Quality of Products, Projects and Services (2022-2025)", "Implementation Plan for the Construction of Modern Industrial System in Hunan Province" and other central and local policies put forward that it is necessary to carry out upgrading and innovative product manufacturing projects, actively improve the creation and design level of daily ceramics and other arts and crafts products, accelerate the upgrading and iteration and brand development of traditional consumer goods such as daily ceramics, and meet diversified and multi-level consumer needs; Energy saving, consumption reduction, pollution reduction and carbon reduction efforts in daily glass and other industries, accelerate the improvement of energy consumption quotas and pollution emission standards, establish energy consumption and environmental protection benchmarking enterprises, and promote energy efficiency and environmental protection standards. In addition, a series of foreign trade policies such as the "Opinions on Doing a Good Job in Cross-Cycle Adjustment to Further Stabilize Foreign Trade" and the "Guiding Opinions on the High-quality Implementation of the Regional Comprehensive Economic Partnership Agreement (RCEP)" pointed out that for the export enterprises of labor-intensive products such as ceramics and advantageous characteristic agricultural products, all localities should implement various policies and measures to reduce burdens, stabilize jobs and expand employment, and increase policy support such as export credit and export credit insurance in a manner that conforms to WTO rules, and expand the scale of product exports.
3. Industry barriers
1. Barriers to production and marketing scale
The competition in the daily ceramics industry is very fierce, if the enterprise does not reach a certain scale of production and sales, it is difficult to achieve sales to consumers through the retail terminal in the form of chains, and can only be sold through traditional retail formats such as traditional department stores and grocery stores, the customer range of this sales model is narrower, the turnover of goods is slower, and the market share in retail is gradually shrinking. For the daily ceramic production enterprises whose target customers are mainly urban and rural residents, the retail terminal of the chain format has become the mainstream sales place.
The chain format requires its suppliers to have a high production capacity to meet its procurement needs, to require rich product varieties and colors to meet the requirements of its shelf display, to require the quality of incoming goods to meet its standards from quality to packaging, and to provide suppliers with perfect distribution services and after-sales service. More importantly, supermarket chains generally charge channel fees, adopt procurement policies such as payment settlement credit periods, and require suppliers to have strong financial strength. The above-mentioned requirements actually raise the threshold for goods to enter the retail channel, and if the production and sales of enterprises have not formed a scale, they will not be able to participate in competition, or directly lead to a significant increase in the production costs, sales expenses and sales prices of products, and lose their competitiveness. At present, there are only a few large-scale daily-use ceramic enterprises participating in the competition through chain sales channels across the country.
2. Sales network barriers
Because the domestic daily ceramic production capacity is higher than the domestic market capacity, the industry competition, especially in the low-grade products, is very fierce, and the profit margin of the production link is low. Therefore, businesses are required to have strong marketing capabilities. First of all, the establishment of an efficient marketing network in the domestic market needs to invest a lot of human and material resources; secondly, market development and running-in with retailers require rich market experience and long-term time costs; finally, the maintenance of the sales network requires sound organizational management and strong production capacity support. The above factors will directly affect the operating costs of enterprises entering the industry, and ultimately affect their economic benefits. It can be seen that the perfect sales network is also one of the important barriers that enterprise capital needs to face to enter the daily ceramics industry at this stage.
3. Quality and technical barriers
For daily-use ceramic products, the National Ceramic Standardization Center and the General Administration of Quality Supervision, Inspection and Quarantine of the People's Republic of China have successively formulated and implemented a number of national standards for daily-use ceramics industry, and formulated mandatory standards for indicators such as lead-cadmium dissolution of products. At the same time, the International Organization for Standardization and various government departments have also formulated various general standards or mandatory standards for daily ceramics, such as the comprehensive standard for the release of toxic metals in ceramic tableware and kitchen utensils issued by CERAM (Ceramic Tableware). Continental daily-use ceramic products must meet the corresponding standard requirements to enter the market, therefore, the standards, especially the lead and cadmium dissolution index and other mandatory standards for enterprises with low technical level to form an entry barrier.
4. Brand barriers
Although the mainland daily ceramics industry is developing rapidly, the phenomenon of low-level repeated construction and blind expansion of production is serious, the structural contradictions in production are prominent, the oversupply of low-grade products, and the price competition is the main means in the domestic and foreign markets, resulting in a large number of enterprises, but there are few well-known brands, and consumer recognition and loyalty are very low. At present, some daily-use ceramic enterprises have gradually established some well-known brands in the domestic market according to their respective market positioning, forming a certain competitive advantage. The planning, establishment, management and maintenance of a brand is a long-term and significant task, and it also forms a market entry barrier for other similar competitive products.
Fourth, the industrial chain
1. Analysis of the industry chain
The upstream of the daily ceramics industry chain mainly includes kaolin, quartz, feldspar, zirconium silicate and other raw and auxiliary material industries, as well as natural gas, electricity and other energy industries, these raw materials and energy are the basis for the production of daily ceramics. In addition, the upstream also includes ceramic glaze suppliers and ceramic equipment manufacturers, such as Dow Technology, Sinocera Materials, etc. The middle reaches of the industrial chain are mainly all kinds of daily-use ceramic production enterprises, that is, through the processing and production of upstream raw materials, a variety of ceramic products that meet the needs of people's daily life are produced. The downstream of the industrial chain is mainly dealers and porcelain-using units.
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