Chinese ceramic brands have to go through three hurdles to enter the international market
First, the scale is small and lacks influence. From the perspective of globalization, China's ceramic enterprises and brands are small, and it is still our biggest shortcoming. Well-known foreign ceramic enterprises are not rich in capital, advanced technology, and high market coverage. In the domestic market, there are many brands, but there is a lack of strong brands. The market share and popularity are relatively low. Except for the 10 companies such as Dongpeng, which have certain scale and brand influence, the scale of most ceramic enterprises is generally small. The scale is not enough. Some ceramic enterprises are only well-known in the local area, and once they are placed in the national or global context, little is known.
Second, internal weakness, lack of core technologies with international competitiveness. China's ceramic brands have achieved rapid development in the past 30 years, mainly due to the continuous introduction of foreign advanced technology and equipment, so that more and more products in China have entered the world's advanced ranks, even in some aspects of design and marketing services. For foreign brands.
At present, the level of research and development is low, and the lack of technological advantages is a “soft threat†of the domestic ceramic industry. New products lack spiritual, artistic, ideological, cultural needs and performances, and lack a distinct Chinese nationality; most products lack core technologies with high gold content and international competitiveness. In the process of introducing foreign technology and equipment, the main funds and energy are used for the import of hardware equipment and production lines, ignoring the introduction of technology patents and proprietary technologies, lack of systematic integration of imported technologies, comprehensive innovation, and no independent knowledge. The technical system of property rights. This seriously affects our accumulation of internal strength and participation in the severe international competition after China's accession to the WTO.
Third, internal consumption is large, brand warfare is more than a price war. In recent years, China's ceramic market has been affected by repeated construction. The actual production of ceramics in the country is several times the market capacity, leading to vicious competition. With the intensification of brand competition, especially due to the lack of high-tech superiority, China's ceramic brand wars have often intersected with price wars, resulting in a sharp decline in product prices. Many products have fallen below the cost price, and some companies have put prices down. The war has hit foreign countries, winning the market at low prices in export trade, making the price of China's ceramic products in the international market extremely low.
Second, internal weakness, lack of core technologies with international competitiveness. China's ceramic brands have achieved rapid development in the past 30 years, mainly due to the continuous introduction of foreign advanced technology and equipment, so that more and more products in China have entered the world's advanced ranks, even in some aspects of design and marketing services. For foreign brands.
At present, the level of research and development is low, and the lack of technological advantages is a “soft threat†of the domestic ceramic industry. New products lack spiritual, artistic, ideological, cultural needs and performances, and lack a distinct Chinese nationality; most products lack core technologies with high gold content and international competitiveness. In the process of introducing foreign technology and equipment, the main funds and energy are used for the import of hardware equipment and production lines, ignoring the introduction of technology patents and proprietary technologies, lack of systematic integration of imported technologies, comprehensive innovation, and no independent knowledge. The technical system of property rights. This seriously affects our accumulation of internal strength and participation in the severe international competition after China's accession to the WTO.
Third, internal consumption is large, brand warfare is more than a price war. In recent years, China's ceramic market has been affected by repeated construction. The actual production of ceramics in the country is several times the market capacity, leading to vicious competition. With the intensification of brand competition, especially due to the lack of high-tech superiority, China's ceramic brand wars have often intersected with price wars, resulting in a sharp decline in product prices. Many products have fallen below the cost price, and some companies have put prices down. The war has hit foreign countries, winning the market at low prices in export trade, making the price of China's ceramic products in the international market extremely low.
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Wenzhou Yili Sanitary Ware Co., Ltd. , http://www.cn-faucet.com