你感觉到压力了吗?中国瓷砖出口市场岌岌可危?
ARE YOU FEELING THE PRESSURE?
Are Chinese Export Tiles Market Days numbered?
无可否认瓷砖出口已经变得更加有挑战性。数字不会说谎,它清楚地展示了中国瓷砖出口没有增长,而是持平或者缓慢走低。
Nobody can deny the fact that exporting ceramic tile has become more challenging. Also the numbers do not lie and show clearly that Chinese Ceramic exports are not going up but instead are flat or slowly declining.
懂得发生以上状况的原因能帮助你做出更好的决定,作为一家公司该做什么,或者作为一个国家该尽可能做什么。
Understanding the reasons why this is happening helps you take better decisions on what to do as a company or as a country if you could possibly do that.
我在同一家公司已经工作超过30年,在我的职业生涯里已经见过很多事情,发生在中国的这种状况对我来说不是一个大的意外。事实上我之前已经对此做出预测,而看清楚这并不难。
I have been working for the same company for more than 30 years and I have seen many things during my career and what is happening in China is not a big surprise to me. Actually I kind of predicted this and I saw it coming. I do not take a genius to figure it out.
我们一直从不同国家采购瓷砖,在墨西哥、美国、巴拿马、危地马拉和中国的店面销售。在这些年的经历中,你学到了很多事情,懂得了这个行业的去向。当你持续地与这些世界顶级的瓷砖生产国接触,在其旅行、采购或者分销的话,会让你更轻松地看清楚。
We have been outsourcing tiles from many countries to distribute in our stores in Mexico, USA, Panama, Guatemala and China. In all these years we have been doing this you learn many things and understand where the industry is going. When you are continuously in contact, traveling, sourcing or distributing in or from the top ceramic manufacturing countries in the world it makes things a lot easier to see.
我们的确和意大利、西班牙、中国、土耳其、巴西、墨西哥和印度等世界级的顶级生产国或者消费大国有着非常重要的业务关系。
We do have very important business relationships with Italy, Spain, China, Turkey, Brazil, Mexico, India which are among the top manufacturers and or distributors or consuming ceramic tile countries in the world.
我们看到并且亲身经历意大利和西班牙的生产下滑以及他们向美国和世界其它地方的出口下滑,美国经济衰退以及瓷砖进口的减少,墨西哥针对中国的反倾销(为什么,谁,什么样的价格,什么样的产品,解决方案,最低价协定,卷入的企业),西班牙生产者是怎么样反击并且在出口和产能利用方面取得的明显进步,意大利人是怎样在任何经济局面下竭力保持他们在世界陶瓷行业的位置以及更多的事情。
We saw and experienced the deep decline in production and exports of Italian and Spanish Tiles to USA and the rest of the world, the USA recession and big decrease of ceramic imports to the Country, the Mexico Dumping Case Saga with China (Why, Who, What pricing, which products, the resolution, the minimum price agreement, the companies involved), the way Spanish manufacturers are fighting back and making significant progress in their exports and use of installed capacity, the way the Italians always try regardless of the economic conditions on fighting and keeping their place in the world ceramic industry, and many more things.
所有这些经历,所有到这些不同国家旅行,所有你获得的知识帮助你看到事情是怎么发展的,以及这些事情是如何塑造未来的。
All of this experiences, all the trips to these different countries, all the knowledge acquired help you see how things are developing and how these things will shape the future.
在6个月前的文章中,我谈到了西班牙不同的品牌和生产者以及他们将来会对中国的出口者们在世界很多国家包括顶级消费国美国、墨西哥、澳大利亚和加拿大等市场所造成的影响。
In previous articles I have written that date more than 6 months ago I was talking about Spanish different Brands and Manufacturers and their future impact on Chinese exports to many countries in the world among them some of the top consumers like USA, Mexico, Australia and Canada.
中国在过去几年里(特别是过去5年)变得不再便宜,原材料、劳动力和能源成本的上升让中国产品对这些顾客的采购吸引力下降,他们正在转而选择采购与中国价格非常接近的西班牙产品(非常接近,每平方从数美分到一美元不等)。当然不是所有的规格和种类都可以这样比较或者有同样水平的价格,但是很不幸的是那些销售量很大的品类是这个情况,像600×600mm的瓷质釉面砖,以及小规格比如300×300mm,330×330mm,450×450mm和500×500mm等这些西班牙生产厂家很在行的产品,它们的价格很有竞争力。
China in all these past few years (Specially the last 5) is not getting any cheaper, the rising costs of materials, labor and energy is making Chinese goods less attractive to be purchased from these customers and they are selecting instead Spanish Ceramic tiles that are very closely priced to Chinese (Very close, within cents to even a dollar per m2). Obviously not all sizes and styles can be compared or are priced at the same levels but unfortunately the ones that sell the bigger volume yes, like 60x60 glazed porcelains, and the smaller sizes like 30x30, 33x33, 45x45 and 50x50 that the Spanish manufacturers have no problem whatsoever making and at very competitive prices.
西班牙瓷砖的竞争力会给中国瓷砖的出口带来持续影响。所以如果中国不能在价格上更有竞争力的话,应该怎么做呢?如果价格不再是竞争力,那什么是呢?有两种方法:如果我们继续做同样事情的话,中国出口会在接下来两到三年时间持续大幅下滑,大多数的生产厂家将会改变他们的策略专注于巨大而相对健康的国内市场(不管其他人怎么说),很不幸的是会给所有品牌带来很多新的困难问题和价格战(恐怕这个已经开始了),但是否这就意味着中国生产者宣布了他们在竞争力上弱于西班牙生产者了呢?或者说是否还有其他更多事情需要去完成呢?
This will keep affecting the exports of Chinese Ceramics due to the competitiveness of Spanish Tiles. So if China can’t be more pricing competitive or attractive what should it do? Pricing is no longer and advantage, then what? There are only two ways: If we keep doing the same the Chinese Exports will keep sharply declining in the next two or three years and most manufacturers will change their strategy and focus on the domestic market which is big and still somehow healthy (No matter what the people say) and this unfortunately will bring all the brands many new headaches and price wars. (I am afraid that this already started) But does this mean that the Chinese Manufacturers declared themselves non-competitive vs. Spanish Tile manufacturers? Or should something more should be done?
我相信中国生产者需要更关注质量,设计,创意以及其他一些我们都知道的中国现在以及将来都仍然很难被击败的东西(抛光类的产品,磨边产品,像800×800mm, 900×900mm, 1000×1000mm, 600×1200mm等中到大规格的瓷砖),保持把它们做得更好,做到世界级的质量。
I believe that Chinese manufacturers need to focus more on quality, design, creativity and the things where we all know China still is and will be unbeatable (Polished goods, rectified ceramic, mid to big size ceramic like 80x80, 90x90, 100x100, 60x120) and just keep making them better and world class quality.
肯定已经输掉了这样那样的战役,但战争没有输掉,所以让我们更努力,让中国瓷砖成为顶尖的选择,不只是因为价格,而是因为性价比。
A battle here and there must have been lost but not the war………..So let’s keep trying harder to make Chinese Ceramics the top choice but not because of price ONLY but instead the best products your money can buy!
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