Ceramic sheet industry is "hard"

The "imported product" of ceramic sheeting has appeared in China's pottery-building market for many years, but its marketing and promotion is full of thorny roads. It is worth pointing out that at the moment when the country strongly emphasizes energy conservation and emission reduction, ceramic sheets are one-third thinner than conventional ceramic tiles and have fewer consumables. They are in line with the national strategy for energy saving and consumption reduction and have been used for ten years. The industry has placed "high hopes" and hopes that it will become a breakthrough in the ceramic industry to "low-carbon" and promote the development of light and thin ceramics industry.

Since the first domestic ceramic sheet was introduced in 2008, the market promotion status is not clear, and the industry pioneer has also paid a lot in the promotion of ceramic sheet. The ceramic industry sheet is not inferior to the traditional ceramic tile in physical and chemical properties, but how to promote it so that it is accepted by more dealers and consumers to achieve the organic integration of social benefits and commercial value, it is this dozen In recent years, every brand manufacturer that owns thin sheet products is thinking about issues.

After so many years, there has been no breakthrough in market development. Faced with this kind of "acclaimed or not sold" ceramic plate marketing dilemma, people in the industry can not help but sigh. The purpose of this survey is to explore the future direction of the market-oriented development of ceramic sheets by demonstrating the current state of marketing of ceramic sheets and the difficulties they face.

Single point of support for engineering channels

Compared with traditional ceramic tiles, ceramic thin plates have broken through the application of traditional ceramic tiles due to their thin and large physical properties, and have been more widely used in engineering. At present, ceramic sheet companies are also mainly targeting the project market.

According to Zhang Benyun, general manager of Foshan Gaodiao Building Materials Co., Ltd., in the aspect of exterior wall covering, the ceramic sheet does have unparalleled advantages. In the past, the outer walls of high-rise buildings were basically made of stone, and the insulation of high-rise buildings was considered. The performance of ceramic sheets was much better than that of stones, and the strength of construction was not large. At the same time, the paving height of the ceramic sheet can exceed 20 meters, so the “going up” high-rise building will be a vast area where the ceramic sheet will be used.

The external wall construction must consider the feasibility of construction and the safety of construction, as well as the external wall insulation system. It is understood that the use of polished tiles, stone paving, for exterior wall construction, are relatively simple. The stone dry hanging and insulation are disjointed, there is a large part of the gap, the insulation effect is not so good. The ceramic sheet can be combined with the insulation layer and the anti-corrosion board, and then hang up, effectively reducing the load bearing capacity of the building. The ceramic sheet has a unit area of ​​less than 25 kilograms, and the same area of ​​stone weight is about two to three times that of the ceramic sheet. "Ceramic sheet metal marketing needs two legs to walk, long-term and short-term combination." Zhang Benyun divided the project channel into long-term and short-term. The long line mainly refers to the channel of the Design Institute and cooperates with the Design Institute. This block is mainly a project of the ** and government office buildings. “The design institute has relatively high requirements for the brand, but once this channel is opened up, there will be a steady stream of projects.” The short term is building a group building project. "The short-term public relations should be cut in quickly, so that the owners of the group building have not yet come into contact with the project before the conclusion is reached."

Foshan Gaoding Building Material Co., Ltd. started to produce thin plates in June 2011. Currently, it has rich experience in engineering projects. Leshan Wutong Bridge State Taxation Bureau adopted 3,000 square meters of the brand's ceramic sheet, while the sixth ** affiliated to Sun Yat-sen University and the Aulacese Community of Zhangzhou, Fujian Province purchased 8,000 square meters and 9,000 square meters respectively.

Engineering projects have become a must for every ceramic sheet manufacturer, but the sustainable development of ceramic sheet companies cannot rely solely on engineering projects. Zhong Xudong, chairman of the company's new thin plate brand, which was founded last year, tells the dilemma of the ceramic sheet: “People outside think that the ceramic sheet project has a broad prospect, but it has a long construction cycle, and it's from design to use. In one year, this puts very high demands on the overall strength of the company."

At present, the national standardization of ceramic sheet products in product applications is still not perfect, such as acceptance standards, product national standards, and technical application procedures; ceramic sheet insulation system standards are not clear, all of which are caused by the promotion of ceramic sheets in engineering channels. Resistance. Industry insiders have appealed that ceramic sheets require the government and industry to pay more attention to new types of materials, and more standardized standards have been issued, especially regarding the construction standards of ceramic sheet, so that the advantages of ceramic sheets in engineering channels can be achieved. Continuation.