The Review of Ceramics Industry  

In recent years, Chinese output of architectural ceramics ranked top 1 continuously in the world. According to statistics, currently there are over 4,300 ceramics enterprises. The regions of architectural ceramics production is mainly in Guangdong, Shandong, Sichuan, Fujian, Zhejiang, Hebei, Jiangsu, Shanghai and its surrounding areas. Output from the first half of this year, Shandong , Guangdong , Fujian still ranks top 3. But on the whole, building and sanitary ceramics wares has a relatively large gap between the developed countries, such as excessive output, excessive number of enterprises, large energy consumption, low centralization and technology, and the overall technology development capability, it has become barrier of China building and sanitary ceramics-manufacturing industry, stepping forward high technology and it is hard to create a cluster effect in the domestic and international markets.  

President of China Building Ceramics & Sanitary Ware Association, Ding Weidong said that because of lowest price and quality ,it is hard for China building and sanitary ceramics to go out China in real sense and in terms of quality control, technical talent, management and equipment, architecture design, function development, etc. is difficult to counter with modern ceramic power countries in Europe and the United States ,which has become China building and sanitary ‘shortfall in opening the world market to accessing to the international market for high-end development.  

In fact, not only in the international market, but in the domestic market, Chinese enterprises have been in a passive position to cope with the negative. "three similarities and four sameness " have had serious consequences: the majority of Chinese building ceramic only in the low-end enterprise market wander around, in this cycle environment, over 4,300 enterprises, even a few rare real-known brands to comfortably cruise was nearly swallowed up by foreign brands in the high-end market. This must be the Chinese Ceramic embarrassment.  

But it is not said that China building and sanitary ceramics stopped the foreign market outside. In recent years, China building ceramics ‘s market position in the international architecture is still on the rise , exports maintained a momentum of rapid growth for several years.  

As the world's largest architectural and sanitary ceramics consuming countries, China sanitary ceramics sales account for almost half of world, which explains to a large extent the Chinese ceramics industry is in a space with great interest in a very long period, as China economic development and urbanization process accelerated, will bring tremendous opportunities for the development of China ceramics industry, China t it has become the major factor for driving the growth of building ceramics in demanding  

In the next few years, China is facing historic opportunities to building sanitary ceramics, "the advantage." When more and more foreign brands enter China , people more and more concern about high-quality, multifunctional green energy-saving products, building ceramics enterprises only make efforts in product and process improvements in order to meet market demand.  
In recent years, with oil, coal, transport, raw material prices continue increasing, the cost of production in most domestic ceramic enterprises increased; Moreover, real estate macro-control policies, and the RMB exchange rate changes and other related factors, the growth rate lower than the sales increase , due to the industry-wide profits; homogenization of the product, serious inexpensive phenomenon, lack of independent innovation well-known brands, resulting in decline in benefit and even closed .  

Although the market pattern will be affected by the extrusion of Ceramics Industry in the market space, but for the development of whole Chinese ceramics to create brand integrated environment.  

Taking the current stage of development of China Ceramic Industry, a key in achieving sustainable development is to controlling production, optimizing the structure, and saving resources and improving the industry concentration,. International market development shows that only focus on product design and development, quality improvement and marketing plan to promote investment through independent innovation, enhance brand awareness, increase the additional value of their products in order to. Only enhance the entire Chinese Ceramic Industry brand awareness and create a truly belongs to the brands, in order to bring the products of culture, technology, development, design, manufacturing, and other aspects of strengthening and improving, which requires enterprises need to increase research and development funds into the transformation of product line , and give the products more cultural imply and extensive function. on the other hand, enterprises have to absorb advanced technology quietly, speed up the transformation of upgrading technology and equipment, product and process improvement at the high point then, make efforts to increase brand products, brands demand of meeting the market, setting off extensive brand defending.  

Brand Integration Imperative in industry, facing severe international and domestic situation, most Chinese ceramic enterprises have clearly understand that only really starting from the high-end, high-point connection, make efforts on technology and environment including quality control, technical talent, management and equipment, architecture design and development of functions upgrade the quality of their products, resources accumulation required to form brand market, as Chinese building ceramics industry can lay a solid and reliable foundation. only strengthen the brand construction, and increase our investment in brand-building to ensure the sustainable development of enterprises, in order to create a better future of the development of the industry.