In After the remediation of environmental protection since last year, the electricity shortage and continued to the present financial crisis, Shandong ceramics withstand the test of life and death, difficult to adjust, and finally out of the city’s low dark clouds. Reporters recently Zibo, Linyi, Jinan, Qingdao and other places to visit and found, from manufacturers to dealers, Shandong pottery industry is a unique model of development along quietly forward.

Gradual resumption of production and marketing strength optimistic

According to metallurgical industry, building materials, Zibo City, the Office of the information provided to reporters, the end of last year, there are still 252 Zibo ceramic enterprises above designated size, line 395, although many businesses shut down last year Zhangdian, the market has run out of some bad enterprise, but this production of view, is still very impressive. In 2008, Zibo only reached 1.2 billion annual tiles m2, accounting for about 23%, second only to Guangdong Foshan. The Shandong Linyi, though not high grade ceramic enterprises, small scale, but the first half of the year in the number of still more than 100 in normal operation. Di Wang Ceramic (formerly Yizhou pottery) has nine lines at full capacity, world ceramics, there are three lines normal operation, there are three ceramic blessed land lines running at full capacity and is planning to open the first four lines. Linyi part of the local leading enterprises are also being fully introduced Pilates products, which are indications that the pottery industry in Linyi situation is to restore the situation in 2007.

On the other hand, Zibo, from production-scale point of view, Zibo to start in June about 90%, some companies such as Dongpeng, unity, east of the city, in the North, china Yun, Hung Fung, Yadi, Shenzhou 1 Tao (including the European faction), the highest honor all full load production, especially in the inner wall business, the situation is excellent, the product in short supply. The polished product of polycrystalline powder products are Selling Well 34 markets. Reporter Aili Jia ceramic interview, accidentally hit dealers come to pick up and found several large trucks lined up beside the production line at the company, the product line just click on the direct loading, a phenomenon other producing areas in the country only As the reconstruction can Jiajiang similar.

Yadi, Shenzhou 1 Tao, unity, Hong Kong, Hung Fung, head of state and other enterprises Run in an interview with reporters, are excited that this year compared to last year sales have increased more substantially, from 20 to 30 %, the growth rate varies in different companies, different products are different.

In short, the ceramic industry in Shandong after a “troubled” in 2008 and the financial crisis, are out of the woods, toward a new level, the new model of development forward. This evidence is somewhat similar to the late 90s of last century, Foshan Green Fields, but incomplete as.

Similar non-Foshan, Foshan

That’s like Foshan, refers to the perspective from the industry’s development trend. In people’s minds, are very small ceramic enterprises in Shandong crappier the product is low brick stall goods. Over the years, Shandong ceramic enterprises in order to open the market, most of the brand affixed Foshan, also reinforced the impression of people’s minds.

But in fact, Shandong tiles, from the quality, the colors on no less than the products of Foshan ceramic enterprises much less. Some excellent products company even par Foshan strong brand. After the government’s industrial renovation last year, and the impact of financial crisis environment, people of insight in Shandong ceramic enterprises began to reflect on those issues, the way in establishing their own brands on the real actions, such as unified Yuan Guoliang, Liu lion room, and the Divine a Big Fan Tao Lu, Yadi’s Neo plan. Especially the retro uniform anti-static tiles, so that stunned the industry. Had to admire.

This year, the beginning of ceramic enterprises in Shandong, Foshan some similar signs. For example, begun to focus the image gallery, in the end market to build their own stores, and unified image of the design, training Shopping guide staff, from Foshan ceramic enterprises hired professional managers (including marketing veterans, technology CEOs, professional planners) and so on. Moreover, many companies are starting to focus on strength development of new products, such as a unified anti-static complex power brick, a ceramic hand Shenzhou brick, Hong Kong’s large format tiles completely impermeable, blessed land of Pilates, and begin to build their own professional R & D team.

In marketing, began trying to take our own brand of (local brand) road, no longer totally dependent on OEM. While doing so, will make great sacrifices in the price (the same product brand will be sold Foshan posted 200 / m2, and because the local brands only sell to 60 ~ 100 yuan / m2), but there are lot of courage, vision of the entrepreneurs started to do, especially the second generation of educated, highly educated, young entrepreneurs, at this point is particularly prominent, which keep up with the late 90 century, Foshan Nanchuang great similarities Department.

However, it seems Foshan, nor Foshan. The actual situation with Shandong Shandong Shandong Shandong operational methods are. Layout in the enterprise, due to Shandong companies is not currently own a great, up to 8 lines, however, most only four production lines, so the layout is basically a business lobby, factory, or increase marketing center front hall, behind factory, management closely, marketing and production base is not as complete as out of touch, Foshan.

The most important is the marketing strategy. Shandong ceramic enterprises are fully aware of the boss, with Foshan and East China Enterprises compete in the national market, the same as that breaks against, so to find a model for their own development, it is already long, attack people’s weaknesses. Specific approach is to avoid a second-tier cities in direct competition with the Foshan brand.

Facing the urban and rural markets surrounding cities

Evasive, face of urban and rural market is the practice of enterprises in Shandong most of the pottery, which is explored in the financial crisis to the marketing of a practical and reliable way. Shenzhou 1, Sales Director Wengyi Zhong Tao, told this reporter: “evasive, efforts to expand third-tier cities, from three cities in search of a breakthrough to enable enterprises to access a broad market space.” Weng Yizhong said: “China 3 / 4 of urban and rural markets market, local county-level markets, the financial crisis have much influence on the contrary, rapid urbanization is also a prairie fire. from the consumer level, the products of ceramic enterprises in Shandong is widely recognized by consumers. ”