After many winters, Chinese ceramics companies could not sit still. In Foshan, the “Chinese porcelain capitalâ€, local companies no longer only hope to lay out the domestic leg, but take another leg that is out of the country. In September 2012, Foshan Ceramic Industry Association (referred to as Foshan Ceramics Association) took the lead in hammering 7,000 mu of land in Thailand to build a ceramic industrial park. This means that the journey of “building a sea†for domestic ceramics enterprises has officially started. Building overseas will be one of the key words in the ceramic industry in 2013. Going out to sea "We can evade the anti-dumping risks of the EU, South America and other countries. We have visited Thailand many times." For the Thailand Jiantao Industrial Park project led by the Foshan Ceramics Association in early 2012, Foshan Ceramics Association full-time vice president Chang Huang Xiran told reporters that "there is no anti-dumping predicament after the establishment of the factory in Thailand." The anti-dumping investigations that have taken place one after another have evoked the thoughts of Foshan Ceramics' overseas construction. In recent years, Foshan ceramics enterprises, which occupy an important share in export trade, have been heavily confined. The EU and South Korea have successively filed anti-dumping investigations and imposed high anti-dumping duties. In 2011 alone, the amount of EU anti-dumping cases against Chinese ceramics was close to $400 million. There are more than 200 enterprises involved in the Foshan area, accounting for more than 80% of the enterprises involved, and most of them have been levied a punitive tariff of up to 69.7%. "This is a fatal blow to many companies." Huang Xiran admits that under the internal and external problems, the emergence of the Thai ceramic industrial park is just as many companies wish. In theory, this move can not only avoid the anti-dumping risks, but also help solve the problem of overcapacity in the current ceramic industry, which is conducive to the common development of enterprises and industries. “I may participate in this outreach.†In Pu Dingxin’s view, the future Foshan building ceramics enterprise will be like a 6 years ago, and overseas construction will become a trend, and other production areas will follow follow up. Pu Dingxin is the chairman of Louis Valentino Ceramics Co., Ltd. and Asia Ceramics Holdings Co., Ltd. (hereinafter referred to as Asian Ceramics). Its Asian ceramics at the helm is one of the largest multinational architectural ceramic retailers in China. The transfer of Pu Ding's new mouth six years ago refers to the fact that in 2006 Foshan Municipal Government began to make a rigid adjustment to Foshan's ceramics enterprises, and more than 200 Foshan ceramic enterprises upgraded and began to sprint around the country. In an interview with the media, Li Zhongguang, deputy general manager of Guangdong Xinmingzhu Ceramics Group Co., Ltd., commented that this was an administrative method to detonate the market law of the expansion of Buddhism. After the wave of external migration, it quickly spread to various places. Statistics show that in 2011, the country's ceramic products reached 8 billion square meters, equivalent to more than 6 square meters per capita. The output of Foshan ceramics enterprises accounts for about 40% of the country, and the sales pressure is particularly large. Under the circumstance of real estate regulation and control, it is difficult for the domestic market to develop a consensus that has become a Foshan ceramics enterprise. It is against this background that the pressure on the ceramic industry in Foshan has surged and it has begun to open up a new blue ocean overseas. The new financial reporter was informed that at the end of this year, Foshan Jiantao Enterprise was invited to visit the “Thai Ceramics Industrial Parkâ€. Nowadays, although the plan is postponed until the detailed planning of the industrial park is released, the investment promotion has not stopped. In fact, as early as two years ago, the Foshan Ceramics Association planned to conduct inspections in neighboring countries such as India and Thailand to build overseas production bases. In the meantime, India, Germany, Russia, Hungary, the Czech Republic and other countries have indicated to the Foshan Ceramics Association that they want to "marriage" with them. Until July 2012, Foshan Ceramics Association, Jiantao Enterprise and local government departments, after several rounds of field visits, finally selected Thailand to become the first overseas production industrial park in the ceramic industry. Thailand's investment environment is highly internationalized and has a population of 60 million. It has always been the main battlefield for sales and trade of Foshan ceramics enterprises, and it is located in the radiation area of ​​the Southeast Asian market center, which is easy to expand outward. The initial planning of the industrial park is: 15 ceramic production enterprises, 50 production lines and 10 supporting enterprises. 30% of the park's products are expected to be supplied to the local area, and 70% of the products are exported to ASEAN, the Middle East, and the European Union. "We have already paid the land deposit." Huang Xiran told the new financial reporter that although the relevant series procedures have not yet been fully completed, the establishment of the Thai ceramics industrial park will have to wait for the final reply of the National Development and Reform Commission, but the domestic ceramics enterprises will hold the group for the first time. Substantial progress has been made in the concept of “going out to seaâ€. However, reality may not be as beautiful as imagined. Shantou In fact, this is not the first time that Foshan ceramics enterprises have gone abroad. Prior to this, news of the establishment of a production base in Spain and the establishment of a factory in Vietnam by Louis Valentino Ceramics has already been reported in the newspapers. "(Overseas construction) is not easy." As the first batch of overseas water testers, Pu Dingxin was quite emotional. In 2005, the domestic ceramics industry ushered in a period of rapid development, but immediately the company fell into power shortages, oil shortages, labor shortages, and the flustered by the company. At this time, Pu Dingxin began planning to build factories overseas. He has rich experience in foreign trade and found that the development of ceramics in Southeast Asia is sluggish, and the scale and grades are not up to the domestic level, but they have a huge market. "After reaching a certain strength, the last is the capital output, directly build the factory." Pu Dingxin summed up this: technology export, brand export, capital export. However, despite all kinds of concessions and temptations, the road to building factories overseas is muddy. In 2006, a country gave a preferential policy for zero land price. The electricity price was only 0.13 yuan/kWh. At this time, the domestic electricity price was as high as 0.7 yuan/kWh, and it was always faced with the situation of power cuts. But even so, Pu Dingxin still can not help but sigh, compared to the domestic layout, the risk of overseas construction is too great. In addition, similar to Asian ceramics, Dongpeng Ceramics, as another “big class†enterprise in the industry, also tried to set up a branch in Italy to pave the way for setting up factories in the way of selling points, but in the end it was because of “conditions not Mature, don't consider setting up a factory for the time being. The relevant person in charge of the company said in an interview with the media that if the factory is set up overseas, it may take another 10 years to prepare in the current environment. “Many companies are only promoting a gimmick. In fact, there is no overseas factory or cooperation.†Zhang Youzhuo, honorary president of the International Federation of Industrial and Commercial Management and senior consultant of the China Ceramic Industry Association Marketing Branch, believes that compared with foreign construction risks Bigger, there is more uncertainty. "Enterprises are also afraid." According to Pu Dingxin, 10 years ago, the foreign countries used preferential policies to attract investment from Foshan ceramics enterprises. However, after several rounds of external migration, the company tasted the ups and downs of the outsiders. In contrast, overseas factories have greater uncertainty. After all, Foshan has the strength to do cross-border investment, while there are not many companies with remote management capabilities. In Pu Dingxin's view, after the overseas construction of the factory, enterprises will have to face many practical problems such as solving the local industry chain. Therefore, in this context, some insiders have analyzed that for many ceramics companies, “going overseas†is just a gimmick. This is indeed the case. According to a survey by a new financial reporter, after the news of the overseas construction of the factory, although nearly 20 Foshan enterprises expressed interest and intend to participate in the construction, more companies responded with indifference and chose to wait and see. Introspection In the end, what the ceramics companies need is not to go out, but to wake up and really wake up. A person in charge of the building ceramics company, who did not want to be named, said that enterprises must move outside, even if they have a strong economic strength in the domestic layout. He said that enterprises go out is not a simple repetitive construction, but invests more than 60 million yuan in a production line according to the current highest standard investment. On the way out, small-scale, backward-capacity ceramics enterprises, even with the support of the government, do not have their own It is also difficult to go out with certain economic strength. It is even more difficult to build factories overseas. The reporter was informed that in 2009, a powerful domestic ceramics enterprise planned to invest and build factories in other provinces. Finally, the plan was cancelled for various reasons, but the cost of the enterprise inspection was as high as more than 1 million yuan. Zhang Youzhuo also admitted to the reporter that overseas factories must consider the differences between China and the other side's culture and investment environment. It is worth mentioning that Spain, Italy and other countries with developed European ceramics industry are now facing a more difficult situation than China, a depression. Therefore, for Foshan building ceramics enterprises, overseas factories cannot be called "life-saving straw." What's more, judging from the current situation, holding the group "going out to sea" is tantamount to taking the old road of moving home and abroad. The ultimate goal of building ceramics enterprises is to compete for the right to speak in the national market. However, the "cluster" of Chinese culture means killing each other and fighting the price war. The situation has been proved at home and abroad. Such a "husband", lack of innovation, to kill after going out, is equivalent to still re-going the way to sell resources. Therefore, before going out excitedly, what companies need is to calmly examine the outside environment. Start by understanding the overseas market, familiarize yourself with the local investment environment, understand the local market needs, and find ways to open the market and occupy the market with your own products. Prior to this, there were more preparations for the building ceramics to be completed. "The era of mass production and operation of a product has passed." He believes that compared with foreign developed countries, domestic ceramics enterprises are still small and medium-sized enterprises. With the economic development, they must accompany the cultural renaissance. Adopting the “focus strategyâ€, relying on cost advantages and differentiated advantages, we will increase market space, win in a certain “gapâ€, and enter the era of specialization. “The main task of building ceramics enterprises is to improve the whole, instead of expanding it, and it is not eager to build factories abroad.†Zhang Youzhuo believes that although China’s ceramics enterprises have many production lines and large scales, they can achieve “scale benefits†for a long time. But the days of these companies are actually not ideal. Therefore, before going out, the building ceramics enterprises need to first “snap†their own steps.
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