Recently, the author saw a speech article from a ceramics professional newspaper, which was written by a senior reporter of a column of the newspaper. The title is "Chaozhou Sanitary Ware has gone from the low-end to the middle-to-high-end prototype." It is said that Chaozhou Sanitary Ware Group participated in the 14th China (Guangzhou) International Building Decoration Expo 2012, and the authors have some impressions on the development of Chaozhou Sanitary Ware Industry. In recent years, Chaozhou ceramic sanitary ware enterprises have increased their influence through various exhibitions and through publicity. By focusing on brand building, they have enhanced the brand and enterprise reputation, and the product quality level has been improved. In the same issue of the newspaper, the author also saw a short message entitled "Chaozhou Chaoan seized counterfeit sanitary ware manufacturers", said that Chaozhou multi-department joint action, successfully smashed a counterfeit sanitary ware manufacturer with 4 workshops. On the spot, the boxes, fake trademarks, counterfeit products and silk screens of counterfeit domestic and foreign brands were seized, and the interest chain of counterfeiting and selling fake industries was destroyed. Coincidentally, in another recent ceramics professional newspaper, I also saw similar articles, one was written by a reporter, "The Chaoan Sanitary Group was unveiled at the Expo" and the "Chaoan Sealing and Production of Counterfeit Brand-name Bathroom Products Workshop". And the article is published on the same page.
Through these articles, the author deeply feels: On the one hand, Chaozhou local government and industry associations attach great importance to ceramic enterprises, support them, encourage local sanitary ware enterprises to participate in various exhibitions, and enhance the popularity of regional brands and enterprises; From the perspective of the media, the local ceramic media reported objective facts on the information, objective analysis, no cover, no ugliness, and dare to expose; and the local government and relevant departments did not crack down on counterfeiting, counterfeiting, and counterfeiting. Well-known brands at home and abroad have purified the business environment and prevented some companies from doing tricks, so that enterprises can move toward legal operation and focus on the correct track of independent brand building.
The above practices have the same purpose: to cultivate and strengthen local ceramic brands, enhance the image of local enterprises and products, and enhance the influence of the sanitary ceramics industry base (heavy town).
I have been to Chaozhou for many times many years ago. I have a certain understanding of the ceramic sanitary ware industry in Chaozhou. At that time, I was given the impression that there are a large number of enterprises, but the scale is small. They are all workshop-style production, and there are many productions in the booth. It is made of shuttle kiln and the quality of the product is at the middle and low level. The raw materials are good, the mud is good, the weather conditions are good, it is suitable for sanitary porcelain production, especially the joint toilet products suitable for the production of large parts, forming qualified products. The rate is high and the product qualification rate is also high. What impressed me the most is that the Chaozhou Municipal Government attaches great importance to the ceramic industry. The Chaozhou Ceramics Association plays a good role and has a strong sense of service. It actively promotes local ceramic enterprises; organizes enterprises to participate in ceramic exhibitions, continuously enhances the visibility of enterprises and brands, and expands Chaozhou's Influence; Chaozhou has many enterprises, fierce competition, more OEMs, and product homogenization. At the same time, Chaozhou enterprises have favorable treatment conditions to attract domestic professionals to Chaozhou development and gold mining, and promote the development of local ceramic sanitary ware industry.
After years of rapid development, Chaozhou ceramic sanitary ware industry has made great progress. Some enterprises have adopted mechanized combined casting molding technology, some enterprises have used tunnel kiln, and some enterprises have adopted new high-pressure grouting technology equipment. The level has been greatly improved, and the level of product quality has also been improved. There are a number of influential companies and brands such as Hengjie, Ouer, Sitong, Aolitai, Mengjia, and Extraordinary. Chaozhou's sanitary porcelain occupies half of China's sanitary porcelain, and Chaozhou Guxiang Town has become the title of “China's first sanitary ceramicsâ€, which is worthy of its name.
However, with the vigorous development of the domestic ceramic sanitary ware industry, the Chaozhou ceramic sanitary ware industry is still developing unevenly and somewhat backward. There are not many famous brands, and no world-renowned brands have yet been formed; the level of independent innovation and product quality of enterprises still needs to be improved; enterprises are small and small, and they are single-handed, lacking in competitiveness and influence in domestic and foreign markets. Enterprises, big groups, big companies, etc.
For the development of Chaozhou sanitary ware industry, the author has the following suggestions:
First, it should be developed to large groups and large enterprises.
Chaozhou's ceramic sanitary ware industry is mostly private enterprises, and its mechanism is flexible, dynamic and fast. However, due to the large number of enterprises and small scales, it has been difficult to improve the overall level, it is difficult to improve the overall level, it is difficult to improve the product quality level, it is difficult to form a big brand, and it is difficult to enlarge and strengthen the Chaozhou ceramic sanitary ware industry. It should be guided by the government, market-oriented operation, large-scale operation, strong alliance, integration of enterprises, development to large enterprises and large groups, and the road to group and shareholding. Through several years of hard work, we have formed a number of large ceramic sanitary ware enterprises with influential and certain scale in China to enhance the influence and competitiveness of enterprises in the domestic and foreign markets.
Second, improve the level of process technology and equipment
Although the ceramic sanitary ware industry in Chaozhou has adopted the technological transformation and equipment introduction in the past few years, some enterprises have adopted the mechanized combined casting process. Some enterprises have adopted the new high-pressure grouting technology, and some enterprises have used the tunnel kiln. However, the development is unbalanced, and the overall level of process technology and equipment is still relatively backward. It is still necessary to actively adopt the industry's advanced technology and equipment to improve the level of process technology and equipment and product manufacturing level of the entire Chaozhou ceramic sanitary ware industry, and ensure the stable improvement of product quality.
Third, improve the ability of independent innovation
There are many ceramic sanitary ware enterprises in Chaozhou, and the competition is fierce. Most enterprises produce and imitate more, and the homogenization of products is serious. This always makes the company at the low end of the industrial chain and earns meager profits. In the long run, we should pay attention to technological innovation, focus on product design, and develop products with independent intellectual property rights and core competitiveness to improve profitability and competitiveness in the market.
Fourth, pay attention to brand building
Brands are intangible assets. Well-known brands are the driving force for the development and growth of enterprises. Product quality is the main factor in building a brand. Without good quality, there is no broad market, and it is impossible to form famous brands in China and even in the world. Therefore, the quality of products should be put in the first place. Secondly, brand cultivation should be done well. Through increased publicity and capital investment, through media network promotion, through channel construction, through participation in various exhibitions, to enhance brand awareness, continue to cultivate the market and expand product market share, improve brand influence and competitiveness in the market. .
V. Strengthening quality work
The company firmly establishes the idea of ​​quality first, and takes the well-known brand products at home and abroad as the object of “comparing, learning, catching up, and surpassingâ€. Strict standards and fine operations, paying attention to the inspection and inspection of all aspects of production, strengthening the inspection and testing of finished products, and improving The physical quality and grade level of the product.
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