The ceramic industry internationalization needs to practice t

Our country ceramic tile output accounts for the world ultimate output near half, but export amount actually not to international market 10%; The Domestic enterprise in the management, the product quality, in brand marketing consciousness and the post-sale service compares with the international big company, but also has the very big disparity. makes the international brand consciousness insufficient the world famous ceramics enterprise to be good in the international market by the brand win, through the operation brand, the development brand, obtains the higher brand premium in the market, the enterprise competitive power is getting stronger and stronger. TOTO, Koller, the Terry sand, Florence and so on world famous brand has the long history cultural context, and insisted for a long time the brand route, has the high brand effect. But domestic ceramic enterprise brand consciousness is generally bad, although has the hawk sign, the new source, east the huge mythical bird and so on domestic well-known brand, but has the influence brand in the international market few also to be actually few, the brand influence is very weak, the existence brand are few, the fame is small, competitive power bad question. In the brand international popularity low situation, the domestic majority of ceramics Production enterprise earns is the meager processing charge merely. This to the China Ceramics long-term development is disadvantageous.
In brand construction, developed ceramic powerful nation, its enterprise, no matter the scale size, very much takes the own brand vivid packing. Each enterprise in the brand propaganda, in the brand image mold can under the very big free time. But domestic many enterprise's product quality, although is good, but actually lacks the specialized vivid packing, is very difficult in the consumer heart to have the specific brand image. In which reason is despises the brand construction or to the brand construction deficient patience in the idea, does not give up the investment fund, the making time to make the brand, but rather uses in the fund purchasing the equipment. In the Foshan ceramics profession, has " the cash changes the hardware, the hardware changes the scrap iron " the view, this also does not take the enterprise image construction the phenomenon and results one. the product design strength weak, invests few .
Many profession public figures in positively conduct the contrast research to the domestic and foreign ceramic industry. The partial researchers believed that the domestic and foreign ceramic technology's disparity is not big, main difference in product design, development. At present the domestic product popular variety, the variety nearly with the world synchronization, the product and the foreign product compare do not have the difference nearly externally, but looked carefully can discover the domestic product appears rough, is not fine. The overseas enterprise in develops on the new product, gives up the investment large amount of money. Its variety and the series are quite many, a series's product has the explicit subject, has manifested the decoration and artistic combining truly. Swiss Nero gland ceramics Chairman Wang Guansheng who according to the near future will enter the domestic market introduced that Nero ceramics' product each product will have own name, will have the explicit subject, the suitable space and the style.
In the home, in the product manufacturing, the design, majority is at the imitation and the plagiarism condition, the market is popular anything, the mainstream enterprise makes anything, other enterprises make anything with the wind. Therefore although in the market the different enterprise's product type is many, but in fact the product serious homogenization, lacks the individuality, the product essence, is not special, lacks the core competitiveness. This indicated that the Domestic enterprise does not take the scientific research development, lacks the true innovative ideology, does not have the independent intellectual property rights, the product design by with the wind primarily, therefore seizes the small space very difficultly in the international market, even is also very difficult in the domestic market to organize dodges the leap. Many enterprises only pay great attention the scale constantly. Causes the present Domestic enterprise not to present the world famous brand.