福建生產力工業設計創新服務聯盟

【漢貝托專欄】你感覺到壓力了嗎?中國瓷磚出口市場岌岌可危?

來源:tcxx_2013    發布時間:2019-06-15 18:41:02
ARE YOU FEELING THE PRESSURE?
Are Chinese Export Tiles Market Days numbered?

無可否認瓷磚出口已經變得更加有挑戰性。數字不會說謊,它清楚地展示了中國瓷磚出口沒有增長,而是持平或者緩慢走低。
Nobody can deny the fact that exporting ceramic tile has become more challenging. Also the numbers do not lie and show clearly that Chinese Ceramic exports are not going up but instead are flat or slowly declining.
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懂得發生以上狀況的原因能幫助你做出更好的決定,作為一家公司該做什么,或者作為一個國家該盡可能做什么。
Understanding the reasons why this is happening helps you take better decisions on what to do as a company or as a country if you could possibly do that.

我在同一家公司已經工作超過30年,在我的職業生涯里已經見過很多事情,發生在中國的這種狀況對我來說不是一個大的意外。事實上我之前已經對此做出預測,而看清楚這并不難。
I have been working for the same company for more than 30 years and I have seen many things during my career and what is happening in China is not a big surprise to me. Actually I kind of predicted this and I saw it coming. I do not take a genius to figure it out.
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我們一直從不同國家采購瓷磚,在墨西哥、美國、巴拿馬、危地馬拉和中國的店面銷售。在這些年的經歷中,你學到了很多事情,懂得了這個行業的去向。當你持續地與這些世界頂級的瓷磚生產國接觸,在其旅行、采購或者分銷的話,會讓你更輕松地看清楚。
We have been outsourcing tiles from many countries to distribute in our stores in Mexico, USA, Panama, Guatemala and China. In all these years we have been doing this you learn many things and understand where the industry is going. When you are continuously in contact, traveling, sourcing or distributing in or from the top ceramic manufacturing countries in the world it makes things a lot easier to see.

我們的確和意大利、西班牙、中國、土耳其、巴西、墨西哥和印度等世界級的頂級生產國或者消費大國有著非常重要的業務關系。
We do have very important business relationships with Italy, Spain, China, Turkey, Brazil, Mexico, India which are among the top manufacturers and or distributors or consuming ceramic tile countries in the world.
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我們看到并且親身經歷意大利和西班牙的生產下滑以及他們向美國和世界其它地方的出口下滑,美國經濟衰退以及瓷磚進口的減少,墨西哥針對中國的反傾銷(為什么,誰,什么樣的價格,什么樣的產品,解決方案,最低價協定,卷入的企業),西班牙生產者是怎么樣反擊并且在出口和產能利用方面取得的明顯進步,意大利人是怎樣在任何經濟局面下竭力保持他們在世界陶瓷行業的位置以及更多的事情。
We saw and experienced the deep decline in production and exports of Italian and Spanish Tiles to USA and the rest of the world, the USA recession and big decrease of ceramic imports to the Country, the Mexico Dumping Case Saga with China (Why, Who, What pricing, which products, the resolution, the minimum price agreement, the companies involved), the way Spanish manufacturers are fighting back and making significant progress in their exports and use of installed capacity, the way the Italians always try regardless of the economic conditions on fighting and keeping their place in the world ceramic industry, and many more things.

所有這些經歷,所有到這些不同國家旅行,所有你獲得的知識幫助你看到事情是怎么發展的,以及這些事情是如何塑造未來的。
All of this experiences, all the trips to these different countries, all the knowledge acquired help you see how things are developing and how these things will shape the future.
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在6個月前的文章中,我談到了西班牙不同的品牌和生產者以及他們將來會對中國的出口者們在世界很多國家包括頂級消費國美國、墨西哥、澳大利亞和加拿大等市場所造成的影響。
In previous articles I have written that date more than 6 months ago I was talking about Spanish different Brands and Manufacturers and their future impact on Chinese exports to many countries in the world among them some of the top consumers like USA, Mexico, Australia and Canada.

中國在過去幾年里(特別是過去5年)變得不再便宜,原材料、勞動力和能源成本的上升讓中國產品對這些顧客的采購吸引力下降,他們正在轉而選擇采購與中國價格非常接近的西班牙產品(非常接近,每平方從數美分到一美元不等)。當然不是所有的規格和種類都可以這樣比較或者有同樣水平的價格,但是很不幸的是那些銷售量很大的品類是這個情況,像600×600mm的瓷質釉面磚,以及小規格比如300×300mm,330×330mm,450×450mm和500×500mm等這些西班牙生產廠家很在行的產品,它們的價格很有競爭力。
China in all these past few years (Specially the last 5) is not getting any cheaper, the rising costs of materials, labor and energy is making Chinese goods less attractive to be purchased from these customers and they are selecting instead Spanish Ceramic tiles that are very closely priced to Chinese (Very close, within cents to even a dollar per m2). ?Obviously not all sizes and styles can be compared or are priced at the same levels but unfortunately the ones that sell the bigger volume yes, like 60x60 glazed porcelains, and the smaller sizes like 30x30, 33x33, 45x45 and 50x50 that the Spanish manufacturers have no problem whatsoever making and at very competitive prices.

西班牙瓷磚的競爭力會給中國瓷磚的出口帶來持續影響。所以如果中國不能在價格上更有競爭力的話,應該怎么做呢?如果價格不再是競爭力,那什么是呢?有兩種方法:如果我們繼續做同樣事情的話,中國出口會在接下來兩到三年時間持續大幅下滑,大多數的生產廠家將會改變他們的策略專注于巨大而相對健康的國內市場(不管其他人怎么說),很不幸的是會給所有品牌帶來很多新的困難問題和價格戰(恐怕這個已經開始了),但是否這就意味著中國生產者宣布了他們在競爭力上弱于西班牙生產者了呢?或者說是否還有其他更多事情需要去完成呢?
This will keep affecting the exports of Chinese Ceramics due to the competitiveness of Spanish Tiles. So if China can’t be more pricing competitive or attractive what should it do? Pricing is no longer and advantage, then what? There are only two ways: If we keep doing the same the Chinese Exports will keep sharply declining in the next two or three years and most manufacturers will change their strategy and focus on the domestic market which is big and still somehow healthy (No matter what the people say) and this unfortunately will bring all the brands many new headaches and price wars. (I am afraid that this already started) But does this mean that the Chinese Manufacturers declared themselves non-competitive vs. Spanish Tile manufacturers? Or should something more should be done?

我相信中國生產者需要更關注質量,設計,創意以及其他一些我們都知道的中國現在以及將來都仍然很難被擊敗的東西(拋光類的產品,磨邊產品,像800×800mm, 900×900mm, 1000×1000mm, 600×1200mm等中到大規格的瓷磚),保持把它們做得更好,做到世界級的質量。
I believe that Chinese manufacturers need to focus more on quality, design, creativity and the things where we all know China still is and will be unbeatable (Polished goods, rectified ceramic, mid to big size ceramic like 80x80, 90x90, 100x100, 60x120) and just keep making them better and world class quality.

肯定已經輸掉了這樣那樣的戰役,但戰爭沒有輸掉,所以讓我們更努力,讓中國瓷磚成為頂尖的選擇,不只是因為價格,而是因為性價比。
A battle here and there must have been lost but not the war………..So let’s keep trying harder to make Chinese Ceramics the top choice but not because of price ONLY but instead the best products your money can buy!

[?作者|漢貝托Humberto Valles系廣東新風景陶瓷有限公司(ICC瓷磚)總經理、InDesign創意總監;翻譯|黃楚瑤 ]


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