Deep analysis of the five-way hurdle on the road of ceramic tile reform
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With the rapid development of China's ceramic production technology and technology, the personalized products in the ceramic tile market are outstanding, and the product development has begun to become high-end. Now Chinese ceramic tile companies are aiming at the high-end market, emphasizing the adjustment of product structure and increasing the added value of products, while also taking into account the overall interests of the industry, through efforts to improve product technology content, increase independent innovation, and cultivate independent brands to achieve sustainable development. . Now I will think about and summarize the current situation of our domestic ceramic tile industry, and propose five aspects that the industry needs to improve.
First, "the thickness of the tiles is real"
All along, competition in the market has used "thickness" as a competitive advantage to combat opponents. In addition, the traditional thinking of "many is better" has led people to think that "the thick and heavy ceramic tiles are the only ones that are not cutting corners." In fact, ceramic tile products are surface decoration materials, which are industrial products with artistic, decorative and surface protection. What people really use is mainly the surface decoration effect, as long as its breaking strength and carrying capacity meet the actual use requirements, Can fully utilize the use of tile products.
Compared with natural stone, ceramic tiles have the advantages of high strength, light weight, aging resistance, corrosion resistance, good color consistency, etc. Because of their high temperature firing, the ability of tiles of the same thickness to resist damage is much higher than that of stone. And the better the sinter of ceramic tile products, the higher the ability to resist damage, which is the highlight of ceramic tiles different from natural stone, which does not require the "thickness" of natural stone. Moreover, the thicker the tile, the more difficult it is to sinter the product, the less the degree of sintering in the same cycle will be worse, and the ability to resist damage will be worse, which is determined by the firing process of the tile. In addition to the consumption of raw materials, thick ceramic tiles need to consume more energy consumption to achieve a satisfactory degree of sintering. This is inconsistent with the national policy of “saving energy, saving resources and reducing emissions†that the country is vigorously advocating.
Therefore, in order to achieve sustainable development and low carbon development, ceramic tile industry is an inevitable trend. All the people in the industry are required to publicize to the social consumers that “the tiles are not as thick as possibleâ€. “The tiles can be thinner. Some of them, especially our market sales people, as the disseminators of ceramic tile culture, must instill in consumers the concept and cognition of "tile thinning".
Second, "white billet tiles are high-end products"
In the market, the “whiter and higher-grade†ceramic tile body has become the mainstream, and the reason is from the industry itself to mislead consumers. Back in the 1980s and 1990s, foreign high-end ceramic tile products imported from Italy and Spain were red billets. Consumers were also willing to pay high prices for purchase and enjoy high-end consumption. In the 21st century, the domestic market gradually turned to white billet tiles. The market also used “white†as a competitive advantage to suppress imported products and crack down on competitors, thus allowing consumers to gradually form the concept that “tile blanks are high-end productsâ€. Cognition.
As mentioned above, the tile product itself belongs to the surface decoration material, and the surface layer of the tile is really playing the role of the decoration, as long as the strength and water absorption of the body meet the requirements of the product standard, and the layer of the body does not have a color effect on the surface layer. The green body is white, red, and black. After the tile is laid, who can see the color of the bottom layer. Therefore, "the whiter and higher-grade ceramic tile body" is purely in the industry, and it is difficult to change the consumer's concept of white billet consumption.
With the continuous reduction and depletion of raw materials for white billet, with the clean production of the industry, the development of circular economy and the policy requirements for comprehensive utilization of mine resources, ceramic tile products must jump out of the “white billetâ€.
Third, "the ceramic tile industry has no patent results"
The ceramic tile industry belongs to the traditional industry, with high technology maturity, and various technical materials such as textbooks, periodicals, newspapers, magazines, papers and patents cover a wide range. The development of the ceramic tile industry in the past 30 years has been developed and expanded by introducing, imitating and improving foreign ceramic tile technology and equipment. Imitation and improvement have become the habit of the development of the industry. Under this environment and conditions, patented technological innovation There are not many of them, and there are fewer patented technologies with original and protective value. The patented technologies of the existing applications are basically combined innovations or partial innovations, and the protection scope of the innovation points is narrow. More importantly, the industry's perception of patents is still vague, patent knowledge is poor, and patent awareness is weak. Therefore, industry personnel generally believe that “the ceramic tile industry has no patent resultsâ€.
According to the Chinese Patent Law, the patent itself has priority and exclusiveness. For the patented technology, whoever applies for the first application, the technically difficult patent technology is generally protected by technical secrets, and then apply for patent protection, and only It is easy to be imitated, smashed a layer of paper to understand and counterfeit patented technology, and preferentially apply for patent protection. This is the game rule of patent protection. At present, many industry bosses do not understand the rules of the game. Once an infringement incident occurs, they always try to retaliate against their own face with invalidity and litigation, and they will not admit the fact of infringement.
There are no patent achievements in the industry. For example, the patent technology of the isostatic roller bar of the Ceramic Research Institute, the patented technology of Ou Shennuo's Yuhuashi, and the patented technology of Dongpeng's travertine are all patented technologies with novelty and creativity. In the current domestic legal environment, the penalties for infringement are too small, the cost of rights protection is high, and the benefits are too low, which makes the patent rights protection difficult, and the effectiveness of rights protection is not satisfactory, so that the industry believes that patents cannot be protected, and the effect of applying for patents is not great. Think that "the tile industry has no patents." Then I have to ask, there are many patents and authorized patents applied in our industry. Is it true that invalid patent tile companies are still trying to apply for patents, claiming how many patents they have, and why I think the industry needs to reflect on it. Industry associations and governments should come forward to rectify the patent order of the ceramic tile industry, promote the orderly development of intellectual property rights in the industry, and establish an atmosphere of mutual respect for intellectual property rights, so that the industry can develop in an orderly and sustainable manner.
Fourth, "the product design is just the design of the color and texture."
In the current industry, technology innovation and product design are generally divided. The technology innovation lies in the research and development of new technologies, new materials and new equipment. The product design is only the design creativity of the product's color, specification, shape and texture. In fact, "technical innovation is the core of product design, product design is the embodiment of technological innovation implementation", that is, the combination of technological innovation and product design is a complete innovation, without technological innovation and progress, product design can only stay in the original Changes in the technology platform can not achieve unique creative design and value embodiment; with technological innovation, non-implementation and design to innovative products, the added value of technological innovation can not be reflected, therefore, technological innovation and product design can not be separated .
Product design includes product design, product technology design, product application design and product culture design. The product design includes design content such as size, shape, surface effect, color and texture matching; product technology design includes products Material selection, formulation, process flow, production equipment, product function and performance, product inspection method and standard, product intellectual property, etc.; product application design includes product application environment, decoration style, construction method, application precautions The design of the product; the cultural design of the product includes cultural concepts, cultural propaganda, packaging logo, trademark and theme promotion. Therefore, the scope of product design is wide and wide, implying the requirements of technological innovation, and ultimately attributed to the value.
5. "The thinner the tile product, the better."
At the current stage of development of the industry, ceramic tile thinning is an inevitable trend of industry development, which not only meets the macro policies of energy conservation, resource saving, emission reduction and low carbon, but also meets the needs of sustainable development and lower production costs. However, it does not mean that the thinner the tile product is, the better the tile is. It is beneficial to the sintering performance, reducing the energy consumption and resource consumption. The fracture modulus of the product is greatly improved, but the breaking strength is still reduced, that is, its bearing capacity and resistance to damage. The ability to decline, this is a fatal change.
Because tile products are too thin, their application environment requirements are high, and more auxiliary materials are needed, which will lead to harsh application conditions, increased application cost, increased application energy consumption or increased carbon emissions. Therefore, the most appropriate size of the ceramic tile, the "carbon footprint" thinking inspired us to analyze and balance the cost, advantages and disadvantages, total carbon emissions and other aspects of the entire life cycle of tile production and application. The optimum thickness, not just the advantages of the tile sheet in the production stage. Therefore, I think that the tile products are not as thin as possible, but there is an optimum thickness range, and the optimum thickness is different for different specifications.
Expand the use of raw materials, make full use of red mud, inferior sand mud, etc., and develop red and gray brick products to achieve zero discharge of ceramic tile production waste. This requires all-round collaboration and cooperation within the industry. It requires the guidance of enterprises, governments and industry associations. It is widely publicized in terms of standard setting, policy promotion and marketing, especially the sales teams of various companies as the disseminators of ceramic tile culture. Non-white billet and red billet tile products should be disseminated and advertised from the front. At the same time, enterprises should do a good job in the product design of the blank layer and the surface decorative layer, gradually upgrade the grade of non-white billet products, and gradually change the consumer's "white billet" complex.