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Not long ago, the "Notice on the Development of National Prefabricated Buildings in 2020" issued by the Standards and Quotas Department of the Ministry of Housing and Urban-Rural Development showed that in the prefabricated building industry chain, prefabricated decoration has become a new highlight. The area of prefabricated decoration in 2020 This is an increase of 58.7% compared to 2019. With the rapid development of assembly decoration, the ceramic industry is a very important part of the decoration industry chain. In the context of the country’s energy-saving and emission-reduction efforts to transform and upgrade the industry and consumers’ higher and higher product quality requirements, how to improve It is worthy of attention to participate in the assembly and decoration process in order to find new development outlets.

Kong Haifa, Secretary-General of Guangdong Foshan Building Materials Industry Association, said that the total consumption of ceramics in my country is still shrinking. The entire ceramic industry is in the process of deep reshuffling. The polarization is becoming more and more obvious. It is a company with high comprehensive quality, strong sense of social responsibility and strong innovation ability. Will continue to maintain a good development trend, and companies with backward production capacity, poor product quality, and low comprehensive capabilities will continue to be eliminated. "Next, the entire industry needs to follow the trend of high-quality development and green development, actively integrate into the development process of the assembly and decoration industry, and solidly promote intelligent manufacturing, increase the added value of products, and expand and strengthen the brand."

The ceramic industry ushered in a new opportunity for transformation

Recently, as the annual reports of listed companies gradually surfaced, the performance of listed ceramic companies in 2020 is at a glance. Among them, many brand companies such as Dongpeng Holdings and Mona Lisa have basically achieved both revenue and net profit growth in 2020. At the same time, many first-line ceramic companies have been accelerating the expansion of production capacity and gradually realizing intelligent production since this year. For example, Xuri Ceramics plans to invest an additional 1 billion yuan in 2021 and add 4 new internal ceramic tile production lines, all of which are completed after reaching production capacity. It can achieve an annual production capacity of 45 million square meters; Dongpeng Holdings plans to invest 5.08 billion yuan to build the Jiangxi Fengcheng Smart Ceramic Home Industrial Park project. The specific investment content includes 9 smart rock slab production lines and an annual output of 2.6 million smart sanitary ware, etc. project.

According to incomplete statistics, in the first quarter of 2021, the related properties of 6 ceramic enterprises including Guangxi Xinzhongtao Ceramics Co., Ltd., Shaanxi Hancheng Tenglong Ceramics Co., Ltd., Shandong Futai Ceramics Co., Ltd., and Jiangxi Weichen Ceramics Co., Ltd. were auctioned . At the same time, the People's Court Announcement Network issued a number of bankruptcy documents for ceramic factories in 2021, including rulings to declare bankruptcy, accepting bankruptcy reorganizations, and approving reorganization plans.

Nowadays, in the context of the rapid development of assembly decoration, it is a critical period for ceramic companies to find new channels and transform and upgrade. Any opportunity may become the next outlet for the development of the industry. Si Shuping, the marketing director of Zibo Golden Lion Technology Ceramics Group, said that the ceramic industry is an important part of the entire assembly and decoration system, especially the ground system of the assembly decoration is closely related to the ceramic industry, and the scale of the assembly decoration industry continues to expand. At the same time, it undoubtedly provides important opportunities for ceramic enterprises to open up new channels. "Although the development of assembly decoration requires the cooperation of upstream and downstream industries and requires a long running-in period, many companies in the industry have gradually realized the importance of assembly decoration as a channel and have begun to work hard in the direction of assembly decoration. "

So, how to make good use of the new channels of assembly decoration? Kong Haifa said that if ceramic companies want to make efforts in assembly decoration, they also need to increase cooperation with leading brands that specialize in assembly decoration. Through R&D and production of products that are easy to assemble and decorate applications, upgrade products that conform to the general environment, and gradually transition from specializing in the production and sales of ceramic single products to the production and sales of integrated bathroom and kitchen, so as to meet the assembly and decoration enterprises The demand for products, and then help itself and assembly decoration enterprises to jointly expand new markets.

Actively integrate into the development process of assembly decoration

Facing the new market situation, some ceramic companies that dare to "eat crabs", such as Dongpeng Holdings, Seagull Construction, Mona Lisa, Jin Yi Tao, etc., have begun to actively deploy the assembly decoration field and set up corresponding technology research and development centers. , Through standardized and modular production of product materials, installation components, etc., to achieve the prefabricated assembly of supporting products to meet the needs of assembly decoration. For example, in recent years, Mona Lisa has taken advantage of its supply chain advantages in the field of strategic real estate cooperation, with ceramic panels as the core, carried out research and development of cutting-edge technology in the application field, created new composite materials, and innovatively launched assembly-type integrated wall panels and assembly-type interior partition wall ceramics. Assembled products such as composite panels are well adapted to the high-quality development of domestic assembly decoration.

While upgrading ceramic products, there are also some enterprises that directly transform and upgrade for assembly decoration. In September 2019, Nu Skin Zhongyuan Ceramics Enterprise Group cooperated with the People's Government of Shancheng District, Hebi City, Henan Province to re-plan and transform the industrial land held by its subsidiary Henan Ruixingbao Building Material Co., Ltd. with the industrial cluster as a carrier. It is planned to be built into a "Henan Prefabricated (Interior) Technology Industrial Park" within three years. At the beginning of this year, Xinzhongyuan Ceramics Enterprise Group once again stated at the distributors' annual meeting that it would vigorously promote assembly decoration.

“Prefabricated buildings are a major change in construction methods, and the ceramic industry’s transformation and upgrading in this direction is an inevitable trend. At present, the group focuses on integrated solutions for bathroom and kitchen integration, and has begun to sell integrated bathroom and kitchen products in the market. Next, I hope that after the establishment of the factory, the integration of materials and the completion of product development, the customization, assembly and industrialization goals of the whole house decoration can be quickly achieved, and a brand-new change in the interior decoration model." said Huo Lianquan, President of the New Zhongyuan Ceramics Enterprise Group.

"Assembly decoration is a complex system project. It requires not only ceramic tiles, ceramic sanitary ware, but also wallpaper, paint, doors and windows and other products. It not only involves various production and installation technologies, but also involves building materials such as polymer materials, aluminum alloys, and stainless steel. Ceramics. If companies want to enter the assembly decoration market, they need to gather more sub-sector companies in the industry chain to promote collaboratively." Kong Haifa said that if you want to develop and seize the market of other traditional competing products in a single-handed way, you need more than just To develop a single prefabricated part, it is also necessary to have the ability to do the overall layout of assembly decoration, integrated customization, etc. This is very difficult for ordinary ceramic companies.