Dehua ceramics this "winter" is not cold

From January to November, Quanzhou Inspection and Quarantine Bureau inspected and monitored 5680 batches of daily-use ceramics exported from Dehua with a value of US$104 million, an increase of 1.4% and 2.5% year-on-year respectively, of which export value accounted for more than 90% of daily-use ceramics exported from Fujian Province. .

With the European debt crisis intensifying, production costs rising steadily and ** difficult, the domestic ceramic industry has gradually entered the "cold." However, Dehua Porcelain has grown against the trend. What are the reasons?

During the interview, the author found that the transformation and upgrading became a local consensus, and the government actively provided enterprises with “reduce burdens, solve difficulties and transfusions”, and the enterprises succeeded in quality, founded brands, increased product added value, and seized the high-end market.

Government: Relief Blood Transfusion “Warm Winter”

A few days ago, a special database on the production and operation of small enterprises was established in Longhua Town, Dehua. In response to difficulties in financing for SMEs and other issues, the town actively coordinated financial institutions and helped enterprises acquire more than RMB12 million.

In the face of increasing business pressure, starting from October 8, the Dehua County Party Committee has launched activities in the "100 Villages, One Thousand Households (Enterprises), and Helping the People", arranging linking county and township leaders to more than 700 companies in the policy. , funds, projects to help, accelerate the pace of "second business", and effectively promote its transformation and upgrading.

Wu Shensheng, the county commissioner, said that due to the increasingly narrow profit margins of ceramic companies, the local government has taken the transformation and upgrading as a long-term strategy and has become a “weatherman,” “navigator,” “guarantee,” and “service worker.” , In-depth implementation of brand strategy and enhance the company's core competitiveness.

Enterprise: Keep fit and keep fit

"More than 85% of the company's products are exported, all of which are high-end markets. The average unit price is more than four times the export price of domestic porcelain. Even Dubai's 'Sailing Hotel' uses our products." Xu Qingshui, general manager of the company said.

Zheng Pengfei, general manager of Shunmei Group, told the author that exploring foreign markets requires understanding of customers' preferences and needs. They must launch different products based on local festivals such as Easter, Halloween and Christmas. This year, the company's newly-launched Luminous Ceramics brings more than US$10 million in profits to the company.

“We just want to be high-end, we must go to the grand hall.” Xu Shaodong, head of Fujian Fugui Red Culture Development Co., Ltd., said that in order to create a brand, all the porcelain products of the company are limited-edition and sold in the form of stores and direct-operated stores. The national unified pricing is not wholesale, not discounted. Fuguihong also actively participates in domestic major festivals and cultural events as a high-end gift porcelain, and its popularity has skyrocketed.

In the interview, the author was informed that most local entrepreneurs have been deeply aware that simple imitation has no future and that OEM production can hardly have a good return. To avoid being controlled by others, it is necessary to “build a healthy body” to allow independent innovation to become the core strategy for development, and to promote the transformation and upgrading of the ceramic industry from many aspects such as quality, brand, and culture, from external to internal and external, and from single production For independent research and development.

Industry: Baotuan grows up "coming spring"

A few days ago, the pilot project of the Provincial Standardization Demonstration Park in the Dexiang County Industrial Park was approved by the Provincial Bureau of Quality Supervision. In the future, the demonstration park will provide a sample for the transformation and upgrading of the local ceramic industry in terms of standard formulation, financial support, and technical exchanges.

At present, nearly 30 companies involving the ceramics industry in Dehua have settled in the industrial zone, and many of them have participated in the international standards, national standards, industry standards, and local standards (repair) of ceramic products; 80% of the park's Products adopt international standards and advanced foreign standards.

On the previous October 28th, Dr. Shumei Workstation of the School of Materials Science and Engineering of Fuzhou University was established. After the establishment of the workstation, the school and the company will launch extensive cooperation to enhance their core competitiveness.

Earlier, on July 28 this year, Dehua established a strategic alliance for high-end daily-use porcelain industry technology innovation. 22 top-grade household porcelain production companies, 4 universities and research institutes, and 2 public institutions joined. Based on the principles of “joint investment, joint development, benefit sharing, and risk sharing”, the alliance effectively integrates resources, breaks through common key technologies for industrial development, rationally adjusts funds, talents, and equipment, creates a division of labor and collaboration mechanism, and forms a group to develop. In addition, the alliance has also played a role in the industry self-discipline platform, effectively avoiding product imitation, low-cost vicious competition and other acts, and promote cooperation in the ceramic industry.

“Bao Tu growth can rise.” Yan Baojing, deputy president of Dehua County Ceramics Association, said that under the organization of the trade associations, many companies form alliances, set rules that cannot be copied between companies, and also hold tours to participate in ceramic exhibitions at home and abroad to jointly seek A broader market.