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October 19, 2025

In the second half of 2014, the situation will be severe

In the second half of 2014, the economic outlook appeared increasingly challenging. In July, national authorities released data showing that China’s economy maintained a growth rate above seven percent during the first half of the year, with many key indicators remaining stable or slightly improving. However, despite this, experts warned that the overall economic picture was still not encouraging, largely due to the deep impact of the real estate sector. The future economic environment remained uncertain, and the ceramic tile industry was among the hardest hit. The real estate market experienced a significant slowdown, with investment rates dropping by more than two percentage points. New housing construction fell sharply compared to the same period in the previous year, declining by over 16 points. The start of new residential projects dropped by more than 19 points, while the area of housing purchases and sales saw a decrease of about six points. Sales figures also declined by more than six points, signaling a troubling trend for related industries like ceramics. Ceramic tile sales during the first half of 2014 were particularly weak. While ceramic product output increased by approximately five percent, sales of ceramic tiles fell by over ten percent. This decline was closely tied to the downturn in real estate, as both new construction and sales areas saw sharp reductions. As a result, the ceramic tile industry faced mounting pressure, with the real estate market's continued volatility directly affecting its performance. Although the GDP growth in the second quarter did not meet expectations, there were some signs of change. In June, the available real estate area increased by 24 percentage points year-on-year, indicating a surge in inventory. While this could be attributed to cautious buyer behavior, it also highlighted the difficult situation facing the ceramic tile industry in the second half of the year. Despite the increase in inventory, experts noted that overall demand still exceeded supply, suggesting the possibility of a strong rebound in the real estate market toward the end of the year. While price declines seemed inevitable, the extent and timing of these drops varied by region. The real estate market might continue to face a downturn or experience fluctuations, making it hard to predict the exact direction of the ceramic tile industry. Looking ahead, demand for ceramic tiles is expected to remain low in the second half of the year. Due to the instability of the real estate market, tile sales are likely to stay sluggish. Industry insiders predict that many ceramic tile manufacturers may face shutdowns, as they struggle with high inventory levels resulting from poor sales in the first half. This situation is expected to lead to increased consolidation within the industry, especially for small and medium-sized enterprises, which are at greater risk of entering a crisis state.

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