Antique tile market status and future development trend

In recent years, with the rapid development of China's building ceramics industry, in the wall and floor tiles in the family, antique tiles, this new category, is showing unprecedented momentum. Become after polished tiles, building ceramics industry, the most vitality and market competitiveness of a class of products. A.? Antique tile market status analysis 1, foreign antique tile development trend of China's ceramic industry for more than 20 years of development history, in fact, is a history of imitation. To this day, although China's ceramic products independent research and development capabilities greatly improved, product variety, color variations of flowers. But Italy, Spain is still the domestic ceramic enterprises to imitate and pursue the object. The annual Italian ceramics exhibition, has also become a domestic ceramic enterprises pilgrimage and learning paradigm. Italy, Spain and a number of ceramic production powerhouse, is still the world ceramic industry trends and fashion guide. Yesterday's Italy, Spain, is today's Chinese ceramics industry; Today's Italy, Spain, is undoubtedly tomorrow's Chinese ceramics industry weathervane.　　As we all know, Italy, Spain and other ceramic powerhouses, its ceramic products to personalized small-size products are mainly in the field of floor tiles, close to the natural, rustic brick is undoubtedly the industry's mainstream products, that is, we usually call the antique tiles. China's antique tiles from abroad, but with the domestic ceramic R & D level of improvement in digestion, absorption based on a large number of antique tiles with independent intellectual property rights has been rising like a spring, by a part of the domestic high consumer groups favor and love. So what is the status quo and development trend of foreign antique tile market? According to Italy, Spain, production enterprises and exhibitions to visit the information, their ceramic products are mainly characterized by the following: A, ceramic products to glazed brick-based. China's ceramic market is currently dominated by polished tiles, while the foreign market is dominated by glazed tiles.B, the direction of new product development to imitate nature in all pleasing to the eye, its texture, texture, color, pattern, etc. are as close as possible to nature, in the original to join the elements of fashion, nature and science and technology into a single entity, to seek a harmonious coexistence of man and nature. Stone, wood grain, cloth, clothing, silk, hemp, bamboo ...... have become the object of tile imitation. At the same time to give the tile rich cultural connotations, beyond the tile simple beautification and decorative features.C, product specifications to 10 * 10 - 50 * 50 mainly, at the same time, in terms of scale, breaking the original four-square intrinsic pattern, in the specifications of the situation presents a myriad of variations, in particular, some of the long tiles, shaped tiles, and greatly broadened the application of ceramic tiles.2, the domestic trend of development of antique tiles Antique tiles in the domestic development of the history of only a short period of 5, 6 years. The earliest group of pioneers, its development and production of antique tiles is not how many consumers look forward to, more designers as a group of subversion of the traditional style of space accent. However, with the improvement of people's living standards and the increasing homogenization of polished tiles tendency, this alternative product began to be recognized by more and more consumers. At the same time, those who have accumulated a certain antique tile production research and development and sales experience of enterprises, began to draw on the advantages of polished tiles, the quality of the product body and surface color on a series of evolutions, and ultimately make our country's antique tile industry to develop and grow rapidly. a, the distribution of production areas? Antique tiles of this category of products, just when the market may not have a few companies and consumers agree. However, in just a few years, antique tiles in the field of building sanitary ceramics in China has occupied an important position, was the trend of a prairie fire, quickly spread throughout the north and south of the Yangtze River, and become one of the most vitality of the product categories. It is understood that at present, China's major ceramic production areas have a number of ceramic enterprises involved in the production of antique tiles. Guangdong is still the largest production of antique tile agglomeration area, on behalf of the enterprise has Marco Polo, Jin Yi Tao, Crown Star King, new Pearl, new source, Ronggao, St. Terra Firma, Ouya, etc.; East China has Semiconductor, Nobel, Asia, etc.; Fujian has Tengda, Hengda, Tongda, XieJin, glaze Sheng, YuanSheng, Huatai, DongLong, etc.; Shandong has the north; ? Sichuan has Winnie, new Wanxing and other enterprises. Antique tile products have been from the south to the north, from east to west all over China's major ceramic production areas, becoming a number of mainstream enterprises to adjust the product structure of the new direction.B, business profile As of now, how many companies in China, how many antique tile production line? Difficult to have an accurate statistics. 2002, then organized by the "Foshan Daily" a domestic antique tile forum, and thus gave birth to the domestic antique tile "four brands", namely, Marco Polo, Jinyitao, St. Tao Square, Ronggao. In fact, there was a more famous brand, that is, Romario. By the time of the Antique Tile Forum in 2004, the main brand of antique tile has increased to more than 50. According to rough statistics, there are more than 50 antique tile production enterprises in Foshan production area alone, although most of them are small and medium-sized enterprises, production lines, poor equipment, product grade. But since last year, Foshan, several major ceramic enterprises have been strongly involved in the field of antique tiles, such as the new Pearl, Ouya, new source, can be strong, Bode, etc., plus the original Golden Ideal, Ronggao, crown Star King, St. Terraces, etc., by rough estimates, the current Foshan ceramic industry production of antique tiles of enterprises in about 80. In addition, there are a number of enterprises are preparing to launch antique tiles, such as gold rudder, Mona Lisa, Jiajun, etc., plus other producing areas of the antique brick production enterprises, China's total number of antique brick production enterprises should be more than 100 enterprises. b, the evolution of product attributes of the earliest antique tiles, is made through the molds will be the surface of the brick uneven, color imitation of some of the antique things, the rate of absorption is also relatively high, most of them in the 10% or more, low water absorption rate, but also between 3% - 8%. In addition, the surface texture imitation is not very like, the product is relatively rough, grade is not high, consumers will appear after a period of time after the use of colored glazed tiles, porcelain tiles similar quality problems. 2003?In early 2003, with the launch of Marco Polo e stone generation, marking the antique tiles into a new era. Marco Polo in the country for the first time to launch high-grade antique tiles, the water absorption rate of 0.5% or less. Since then, a number of antique tile companies began to draw on the advantages of polished tiles, have launched a completely porcelain antique tiles, especially in the spring of 2004, Jin Yitao launched a double stone as a turning point, which is known as "polished brick quality, antique tile taste" of a new generation of antique tiles, so that China's antique tile industry began to turn to porcelain tiles on a large scale, so that the field of antique tiles has entered a new era of porcelain tiles. Although there are still many enterprises producing antique tiles with high water absorption, but porcelain antique tiles have become a symbol of high-grade products in the field. Antique tile quality attributes of the change, but also break the past antique tile used purely for indoor floor decoration range, began to be widely used on the ground, wall and outdoor large-scale projects, so that antique tiles become an unrestricted high-grade new decorative materials. And with its texture, color, pattern, texture changes, antique tiles, whether it is in the quality or surface effect, there are signs of surpassing the polished tiles. In addition, the earliest antique brick is not like now basically all matte brick, more bright, or silk light, surface finish is higher. This year, high-grade antique tiles are mostly matte-based, and some experienced enterprises have summarized, figured out the best antique tiles matte such an indicator, become a measure of an antique brick is an important indicator of taste.C, genre analysis from the antique brick so that the name of the antique brick can be seen in China's earliest style of antique tiles genre. An "imitation" word, an "ancient" word, image and straightforward to summarize the characteristics of China's antique tiles. From the current point of view of the antique tile market, antique tiles can be roughly divided into three categories: First, the classical school. This type of antique brick to the traditional Chinese national culture as a feature, looks ancient, both the Qin and Han Dynasty charm, but also the Ming and Qing Dynasty style. In the traditional Chinese culture in the excavation of the essence, and tiles are blended together, looks nostalgic and ancient, very rich in the vicissitudes of life and a sense of gravity. This type of enterprise represented by the Sheng Tao Fang, its "Shiwan soul", "poetry, qin, calligraphy, painting", "Ode to elegance" and other series, is a typical representative of the classical school. Second, the post-classical school. This type of antique brick is based on the classical school, incorporating some modern elements, the surface of the brick is no longer gray, rustic; but appears elegant, warm, to beige, gray, earth yellow-based. Even some companies in the antique brick surface to add more modern elements, so that this kind of antique brick become a classical culture and modern culture, national culture and exotic culture fusion product. Such as dew flowers thick Jinshi Liangyan, new Pearl of the Louis Moderne, etc., only from the naming of its products can be seen, its product style kind of new and old, rustic and fashion and other cultures. Third, the modern school. This kind of antique brick, although from the name, there is an "ancient"? Word, but has been completely detached from the "ancient" culture, completely modern, fashionable representatives, some metal elements began to appear in large quantities on the surface of the tiles, to become a modern, popular, fashionable endorsement of the product. Such as Marco Polo's e stone generation, Jinyitao's IT stone, Yash? Gough's titanium tiles, V6 castle tiles, etc., the world's most popular, the most fashionable elements applied to the tiles to become a brand new school in the field of antique tiles, and there are signs of dominating the mainstream style of the antique tile market. Of course, the current domestic antique tile market is not limited to the above three categories, there are some alternative porcelain glazed tiles, neither belongs to the polished tiles, but also does not belong to the ceramic tile, industry insiders also collectively categorized them as antique tiles. In addition, the antique tile industry, different product naming can also be seen in different genres. Although the industry is still on the products called antique tiles, a considerable portion of enterprises agree with the antique tile such a name, but there are also many enterprises are very antipathetic to the name of antique tiles, product naming a variety of products, such as classical tiles, vintage tiles, ceramic glazed tiles, pan-antique tiles, ancient tiles, and so on. Second,? Antique tiles and polished tiles advantages and disadvantages analysis A, raw materials, domestic ceramics manufacturers almost all polished tiles are mainly white blanks, and in order to increase the whiteness of the blanks, constantly seeking high-grade raw materials, resulting in the production of polished tiles raw materials, especially high-grade raw materials are increasingly in short supply, the price has risen. At present, most of the antique brick blanks to white blanks, but from Italy, Spain, etc., mainly red blanks to see, China's antique brick is also entirely possible in the selection of raw materials to take advantage of the cheap and abundant red blanks. In addition, at present, most of the polished bricks are mainly bleed, micro-powder, through the body, to increase the whiteness of the brick, can only choose high-quality raw materials. ` This is also led to some enterprises to increase the whiteness of a large number of zirconium raw materials in a desperate attempt to add an important factor. And antique bricks due to the surface glaze, its surface color and the body does not have a big difference, so you can choose those rich reserves of low-cost raw materials. Therefore, from the choice of raw materials, antique tiles than polished tiles have a great advantage. b.? Production costs from the cost of production, polished tiles, high energy consumption, waste, generated by the manic and garbage than antique tiles, and equipment investment than antique tiles, more than the cost of production, the cost of polished tiles per square unit of cost than antique tiles. The production cost of antique tiles compared with polished tiles, is mainly from the surface color glaze, its blank cost, firing costs are higher than polished tiles.C,? Product attributes polished tiles compared with antique tiles, its biggest drawback is that the surface is easy to absorb dirt, color, texture changes are not as rich as antique tiles. And this is precisely where the advantages of antique tiles lie. Although the polished brick glass degree is very high, but due to grinding, polishing, destruction of the brick surface crystalline structure, so it is easy to absorb dirt, resulting in polished brick manufacturers continue to make a big fuss on the surface of the problem of pollution. And antique brick glaze can be a perfect solution to the above problem. Polished tile surface color, pattern, texture, no matter how to change, it is difficult to have a qualitative breakthrough, Foshan ceramics industry in the field of polished tiles, almost a thousand faces a hole, although there is a difference, but it is also the same, the phenomenon of homogenization is very serious, which is the consumer disregard for polished tiles, smooth, opulent, and then changed to antique tiles, an important reason; antique tiles due to the glaze on the surface, which can be applied to different color glaze, the surface can make almost any color glaze, the surface can be made. The antique tiles can be glazed with different color glaze, the surface can make almost any color, its texture, texture far more than polished tiles. In the current consumer demand tends to be more and more personalized background, antique tiles of this personality taste full of products, will be loved by consumers. In addition, no matter how good the quality of polished tiles, it is always difficult to give a certain cultural connotation, it is only a product of modern industry, only in the water absorption, wear resistance, color, flatness, surface color, specifications and other aspects of the article, there is no kind of phenomenon and a sense of gravity, appears hollow, pale, strictly speaking, it is a kind of "brainless bricks"; and the antique tiles is not, in addition to polished tiles according to the above aspects Doing articles, but also to give the product deep cultural connotations, so that the tiles are no longer cold square, but a craft full of artistic flavor, so that consumers are full of phenomena, feel the strong cultural flavor. Therefore, antique tiles compared with polished tiles, can be called a "? Brain brick".D, ? Market sales although the current domestic market is still dominated by polished tiles, but the rise of antique tiles should not be ignored. This year, Foshan, a large number of antique brick production enterprises in the face of fierce market competition, in the production costs all the way up and product prices continue to fall, profits are rapidly thinning, had to take the risk of polished tiles ex-factory price of a small price hike, but this is less than 10% of the price hike, and did not radically expand the polished tiles of the profitability of the space, the many enterprises hovering on the edge of the margins of profit or flat, and more than a few enterprises In a state of loss. Although like Dongpeng, Mona Lisa, Eagle and other well-known brands of polished tiles sold at relatively high prices, but its brand maintenance costs are also high, and its product attributes are difficult to open up a significant distance from those low-grade products, consumers are difficult to visually intuitively see the difference between the well-known brands and low-grade products, so the polished tiles of the well-known brands in the market are also subject to varying degrees by the second and third-stream brands of the blocking. In contrast, this year, the antique brick market is all the way up, not only the domestic market demand is increasing, and the export market is also very optimistic. Product prices are much higher than polished tiles. A 600 * 600 polished tiles, the price of most of the following 20 yuan, while the same specifications of the antique tiles can be sold to more than 80 yuan, and some even more than 100 yuan, which is the polished tiles can not be compared to the advantages. Therefore, as of now, the antique brick enterprise profit margin is much higher than the polished brick enterprise. And with the intensification of market competition, the profits of these two types of products there is a further downward trend, polished tiles due to the serious homogenization, it is difficult to have a big price rebound, and antique tiles can rely on its personalized taste, in a period of time to remain in a reasonable, moderate price range. Third, the future development trend of antique tiles analysis A, porcelain from the initial ceramic tiles, stoneware tiles, until now porcelain tiles, antique tiles quality is undergoing great changes. Especially since last year, the porcelain antique tiles represented by the Golden Iota double stone antique tiles comprehensively set off a new era of antique tiles, a large number of antique tile brands have launched porcelain tiles, antique tiles water absorption rate control in the polished tiles within the range of antique tiles quality quality produced by the quality of the