From the overall development of Jiajiang ceramic industry in 2020, Jiajiang ceramic industry has initially completed from mainly relying on scale, cost, price to mainly rely on innovation, quality, service to achieve output growth.

In 2020, the output value of the Jiajiang ceramic industry cluster will reach 35 billion yuan, completing the energy green upgrade and product iterative upgrade. Most of the medium and high-end ceramic manufacturers in Jiajiang maintain an average annual production and sales rate of over 90%. The number of slab/slate production lines put into production and construction reached 11, from the age of "brick-making" to the era of "slab-making", becoming the most rapidly developing slab/slate production area after Guangdong. Among them, there are 5 rock slab production lines put into production, and the sales channels of Jiajiang rock slabs are shifting from focusing on furniture and home furnishings to large home furnishings and home furnishings.

Cross-border acceleration: officially launched the "China (Western) Slate Production Base" application

2020 is a year of deep reshuffle of China's ceramic industry. On the one hand, the low-end and mid-end production capacity continues to shrink, and news of warehouse explosions and bankruptcy auctions continue to spread; on the other hand, as the current industry's highest-grade and widest application rock slabs are in the ascendant, and new rock slab production lines are constantly being built and put into operation.

Because of the excellent product performance of rock board, it can be widely used in furniture, bathroom cabinets, cabinets, background walls and other fields. The number of production lines has grown from less than 30 at the beginning of the year to more than 100 now.

In 2020, the first year of Jiajiang's opening of the slab/rock slab, 7 slab/rock slab lines were put into production throughout the year, and 5 slab/rock slab lines are under construction. It is expected that the slab/rock slab line will continue in 2021 increase.

In December 2020, under the guidance of the Bureau of Economic and Information Technology, Jiajiang Ceramics Association officially launched the application to the China Building and Sanitary Ceramics Association for the "China (Western) Slate Production Base". The application materials have now entered the summary stage.

Accelerated production capacity iteration: 17 new technological transformation production lines

In 2020, Jiajiang will have 17 newly-built technological transformation production lines ignited and put into production throughout the year, ranking in the forefront of the major ceramic production areas in China.

In the past two years, the sales share of Jiajiang ceramics in the northwest market has continued to expand. Some products such as Guangdong, Jiangxi, and Shandong fully polished glazes, whole-body marbles, tiles and other products have been squeezed out of the basin market. This is the practice of high-quality development by Jiajiang ceramics concept, one of the development results of strengthening R&D and innovation capabilities.

With the continuous development of various industries, longer and more detailed industrial chains have always been produced. Similarly, the ceramic industry is the same, with the increase in product categories, market segments continue to appear.

Accelerate environmental protection upgrade: 3 companies have become environmental B-level enterprises

In 2020, Jiajiang Sophia, Jianhui, and Huaxing passed the B-level enterprise assessment and acceptance of the provincial environmental protection department and became environmental B-level enterprises. In the end of the yellow heavy pollution weather warning in Sichuan, which can still be normal production.

In order to encourage the development of advanced enterprises, the Jiajiang County Government has adopted hierarchical control measures under the condition of severely polluted weather warning, "one factory, one policy". This means that ceramic companies with better environmental qualifications in the same environment will enjoy more exemptions. Therefore, Jiajiang ceramics enterprises must actively respond to the national environmental protection policy, and at this stage strive to establish a B-level environmental protection enterprise, which is beneficial to guarantee the normal production and operation of the enterprise. At the end of 2020, due to the yellow warning of heavy pollution weather in Sichuan, most ceramic companies in Jiajiang have been restricted from drying towers for powder production twice, which will have a certain adverse impact on normal production and operation, while environmental protection B-level companies will not be affected.

Accelerated layout: Jiajiang ceramics companies built 467 new specialty stores

In 2020, the average annual production and sales rate of ceramic companies such as Sophia Ceramics, Jianhui Ceramics and Guangle Ceramics will exceed 90%. Behind the high production efficiency of enterprises, the supporting role of terminal specialty stores and specialty areas is very obvious. According to the understanding of the Ceramics Association, in 2020, the number of new specialty stores of Jianhui Ceramics, Guangle Ceramics, and Huaxing Ceramics was more than 100. The total number of newly built specialty stores of Jiajiang enterprises was 467 and 210 specialty areas.

In the past two years, many enterprises in Jiajiang have faced great sales pressure. The growth of ceramic tile sales in some enterprises is dependent on the increase in the number of production lines and the number of brands, and sales are heavily dependent on large and medium-sized wholesale customers. From the perspective of single-brand sales, most Jiajiang brands have declined in the past two years, and the annual sales of single-brands can reach a handful of about 100 million yuan. In the context of the decline in sales of most brands, the main brands of Jianhui and Guangle still maintain a steady upward trend. One of the most important reasons is that they are supported by specialty stores and specialty areas and they have long-term brand promotion invest.

Consumers’ long-term misunderstanding of Jiajiang ceramics is not based on their ability to distinguish ceramic tiles, but because many distributors, engineers, and designers have insufficient awareness of Jiajiang ceramics. They have been only selling and recommending to customers for a long time. In the process, Jiajiang tiles were marginalized. Frankly speaking, the overall quality of Jiajiang ceramics can be compared to Foshan ceramics in the past three or four years. In the previous 20 years, most ceramic companies' products were relatively low-end. From full-body marble tiles to large ceramic slabs, rock slabs, and medium plates, the quality of Jiajiang ceramics has begun to be recognized by more and more people in the industry. Some first and second tier Guangdong brands have OEMs in Jiajiang to show their quality of Jiajiang ceramics, which means they have been recognized.

Next, Jiajiang ceramics enterprises must continue to stabilize and improve product quality, which is the basis for brand building. Then we should pay attention to product research and development, talent team building, and terminal store system construction, increase investment in brand packaging and publicity, and build consumer brands in the regional market and channel brands for B-end sales.