Analysis on the Present Situation of Chaozhou Ceramics

Chaozhou ceramics has formed a complete professional production system of ceramics, such as porcelain clay mining, porcelain clay glaze processing, ceramic pigment production, decal production, finished product production, color baking and packaging. Ceramic products are complete in variety and diverse in styles, including Chinese and western tableware, tea sets, coffee sets and other high, medium and low-grade daily-use porcelain, stoneware porcelain and thick porcelain, as well as exquisite arts and crafts exhibition porcelain, as well as architectural porcelain, garden porcelain, sanitary ware porcelain, industrial ceramics, electronic ceramics and more than 6,000 colors. Ceramic industry is one of the four pillar industries in Chaozhou, and ceramic products have always been the traditional export products of Chaozhou, which are exported to Europe, America, Africa and Asia 100 countries and regions.

Chaozhou ceramic enterprises do domestic sales, which is not the strength of Chaozhou ceramic enterprises, lacking both talents and brands; If you export, you will lose profits if you have a bill, and you can't do it if you don't do it; Behind closed doors, give up the hard-working and unwilling cause for many years. This is an embarrassing situation faced by most ceramic enterprises in Chaozhou at present.

Judging from the advantages of Chaozhou ceramic industry, the government's attention, the scale of the industry, the richness of products, the idle capital stock of enterprises, the perfection of equipment and technology, the long industrial culture, the gathering of talents, rich raw materials and convenient transportation are all good foundations for the upgrading of Chaozhou ceramic industry. Judging from the disadvantages of Chaozhou ceramic industry at present, unscientific government industrial planning, extensive government integration policies, imperfect functions of industrial research institutions, unsmooth channels at home and abroad, poor brand recognition of enterprises, lack of professional marketing talents, lack of industrial organization functions, financing difficulties of enterprises, low credit rating of individual enterprises, asymmetric market information, small influence of leading enterprises, chaotic product prices and serious homogenization of products are all the main reasons that restrict the development of Chaozhou ceramic industry.

It is not difficult for Chaozhou ceramic industry to get rid of the current predicament. The key is to see how much the local government in Chaozhou attaches to the ceramic industry. In fact, Chaozhou local government has a good motive to encourage enterprises to go public blindly, but if it pursues quantity too much, it may cause problems. After nearly a month's investigation, we found that Chaozhou's ceramic industry mainly lacks a complete industrial engine at present, and the whole industry is in a state of leaderless. This is the fundamental reason why Chaozhou ceramic industry lacks competitiveness.

In order to solve the practical difficulties in the development of Chaozhou ceramic industry, the local government can take the lead in setting up China Chaozhou Daily Ceramics Co., Ltd., China Chaozhou Craft Ceramics Co., Ltd. and China Chaozhou Sanitary Ceramics Co., Ltd. respectively. These three companies can be formal joint-stock companies, and their founding shareholders can be composed of some state-owned institutions, local ceramic enterprises, local raw material suppliers, local supporting suppliers and ceramic dealers under the government. The three companies undertake the tasks of market development, product sales, personnel training, enterprise financing guarantee, product planning and design, information management, listing financing, striving for various preferential policies of the government, terminal price supervision, market research and brand promotion. In the process of company formation, first of all, we should introduce a third-party service organization to ensure the standard operation of the company. For example: brand marketing consultant, financial consultant, investment consultant, legal consultant, etc.

After the establishment of the three companies, a "China Chaozhou Ceramics Direct Selling Base" can be set up in every provincial capital city, and each base can be invested by local merchants with large stores (an agent can be found for daily use, craft and sanitary ceramics respectively), which mainly undertakes the local distribution task of Chaozhou ceramics. Merchants who invest in the direct selling base can enjoy the following preferential policies provided by the company: the exclusive agency right of the brand in the local area, giving priority to becoming the founding shareholder of the company, helping to provide liquidity loan guarantee, helping to provide personnel training, the company's information service, and the government's industrial preferential policies. Each base must achieve: unified distribution of goods by the company, unified store style, unified terminal price, unified service concept, unified external image, unified brand name and unified information management. For upstream manufacturing enterprises, companies can be selected according to product categories and signed long-term supply agreements with them. Manufacturing enterprises can enjoy the following services provided by the company: product sales, brand promotion, liquidity guarantee required for production, product planning and design, personnel training, information services, brand planning and packaging, credit guarantee, technical services and a series of policy support. For these three companies, they can all develop into listed companies in a few years. The source of the company's profit is to extract 15%-20% from the supply and marketing price of products as marketing management fee. This price increase will never affect the competitiveness of products in the market. Among them, 65,438+00% can be used as corporate profits, and 5%-65,438+00% can be used as expenses for corporate publicity, taxation, management, training and customer reception. Export can appropriately increase some management costs. Traders of these three companies must be openly recruited in the society, and the board of directors will grant them the right to operate independently, completely adopting the management means of modern enterprises.

In short, it is necessary to ensure that these three companies introduce venture capital in one or two years and go public three years later. Theoretically speaking, the emergence of these three companies will directly solve the problem of serious disconnection between politics, production, marketing, learning and research in Chaozhou ceramic industry, and also create three engines for Chaozhou ceramic industry. It not only makes the industrial division of labor more clear, but also enhances the immunity and external competitiveness of Chaozhou ceramic industry. Liu Bang, the Emperor Gaozu of Han Dynasty, said that without inviting generals, there would be no potential for creating momentum. Today, Jiajiang, Jinjiang, Dehua, Zibo, Faku, Gao 'an, Jingdezhen and other ceramic industrial bases. There is also a lack of industrial engines like Chaozhou. If local governments or trade associations can install an engine for local industries in time, the development prospect of China ceramic industry is absolutely bright.