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Over the last few decades, the rapid expansion of the global real estate sector has significantly boosted the production and consumption of ceramic tiles worldwide. Chinese ceramic tiles, known for their diverse varieties, vast quantities, superior quality, and affordability, have gained immense popularity globally. The variety ranges from high-end to mid-range and budget-friendly options, making Chinese ceramic tiles a preferred choice for numerous countries and regions. Consequently, the share of Chinese ceramic tiles in the international market has been steadily rising.
In China, the booming real estate industry has driven an unprecedented demand for wall and floor tiles. This has led to significant advancements in the domestic ceramic tile industry, particularly in production techniques and technology. The market is now witnessing a surge in personalized and high-end ceramic products. Tile manufacturers are now focusing on upgrading their product portfolios, enhancing value-added offerings, and emphasizing sustainable development through increased innovation, brand building, and adherence to eco-friendly practices. Reflecting on the current state of the domestic tile industry, we’ve identified six key concepts that the industry should reconsider.
Firstly, "Thicker tiles aren't necessarily better." For years, the market has equated thickness with quality, often using it as a competitive edge. Consumers have grown accustomed to believing that thicker tiles are stronger and of higher quality. However, ceramic tiles are primarily decorative surface materials designed to enhance aesthetics and provide surface protection. Their strength and durability depend more on their breaking load and tensile strength than on their thickness.
Compared to natural stones, ceramic tiles offer several advantages, including being lighter, more resistant to aging and corrosion, and having consistent color tones. High-temperature firing ensures that ceramic tiles of the same thickness are far more resilient than natural stones. Furthermore, the sintering quality of a tile determines its resistance to damage—higher sintering quality equals better durability. Thicker tiles, while seemingly robust, are harder to produce and fire correctly, often resulting in lower-quality products and higher energy consumption. Given the global push toward sustainability and energy conservation, reducing tile thickness aligns with broader environmental goals. Industry players should educate consumers on the benefits of thinner tiles and emphasize that quality isn't defined by thickness alone.
Secondly, "White bodies define premium products." Historically, the shift from red to white tile bodies in the market was influenced by misleading consumer perceptions. In the 1980s and 1990s, imported Italian and Spanish tiles were predominantly red, yet consumers were willing to pay a premium for these products. As the domestic market evolved, white tiles became synonymous with luxury, partly due to aggressive marketing strategies. However, the color of the tile's base has no impact on its decorative layer's appearance or functionality. Once installed, the tile’s bottom layer becomes visible, rendering the obsession with white bodies unnecessary.
With dwindling raw material supplies and increasing emphasis on sustainable practices, the industry should embrace a wider range of raw materials, such as red clay and inferior sands, to produce non-white body tiles. This approach could help reduce waste and contribute to a circular economy. Collaboration between enterprises, governments, and industry associations is essential to promote these changes. Sales teams, as cultural ambassadors of tile products, should advocate for non-white tiles and help reshape consumer preferences.
Thirdly, "The ceramic tile industry lacks patentable innovations." The industry has long relied on imitation and improvement rather than original research. While patents exist, many are combinations or minor modifications of existing technologies. The industry’s lack of understanding of intellectual property laws and weak patent awareness further exacerbates the issue. Companies hesitate to file patents due to the high costs of enforcement and the low likelihood of successful litigation.
Despite these challenges, there are notable exceptions. Patents like those for the isostatic pressure roller rods at the Ceramic Research Institute, Ou Shennuo’s Yuhua Stone, and Dongpeng’s Dongshi showcase innovative ideas worth protecting. Industry associations and governments should step in to establish clearer guidelines and support mechanisms for intellectual property protection, fostering a culture of innovation and mutual respect for patents.
Fourthly, "Product design is merely about color and texture." Often, technological innovation and product design are treated as separate entities. However, true innovation integrates both elements. Technological advancements drive design possibilities, while thoughtful design ensures the practical application and aesthetic appeal of these innovations. Product design encompasses not just appearance but also functionality, cultural relevance, and environmental considerations. By combining technological innovation with thoughtful design, the industry can create truly unique and valuable products.
Fifthly, "Thinner tiles are inherently better." While thinner tiles align with sustainability goals, they pose certain limitations. Thinner tiles require careful handling and specific installation methods, which can increase costs and energy consumption. Additionally, extreme thinness can compromise the tile's structural integrity and durability. An optimal thickness exists where the benefits outweigh the drawbacks, balancing energy efficiency with practical usability.
In conclusion, the domestic tile industry stands at a pivotal moment. Embracing these shifts in mindset will help the industry evolve sustainably and innovatively. Industry leaders, policymakers, and consumers alike must work together to redefine standards and practices that ensure a prosperous future for the sector.
Domestic tile industry change direction analysis