In recent years, market competition in the ceramics industry has intensified significantly. The emergence of new ceramic-producing countries and the rapid growth of output from developing nations have led to a substantial rise in global ceramic production. As a result, the international ceramics market has become highly competitive, reaching a "white-hot" level. In the case of building and sanitary ceramics, total demand has not kept pace with the surge in production. According to recent data, global sanitary ceramic output has increased by over 10 percentage points in recent years, while demand is expected to grow by about 7 percentage points in the coming years. This imbalance has made competition even fiercer for ceramic industries worldwide.
Moreover, demand for high-end and artistic ceramics remains weak, with oversupply in certain areas. However, there is still a shortage of special, high-quality, innovative, and refined products, particularly in the high-end segments of architectural and sanitary ceramics. In China, for example, the annual demand for premium sanitary ceramics is approximately 2 to 3 million units. With the intensifying competition, medium and low-end products are no longer the main focus. Instead, leading ceramic-producing countries are shifting their attention to high-value, high-potential products. Artistic ceramics are also expected to become a major trend in the future consumer market, gaining widespread acceptance.
Another notable feature of the current international ceramics market is the growing emphasis on product matching. Both domestic and international ceramic companies are now focusing not only on the coordination of interior and exterior wall tiles and floor tiles but also on the integration of sanitary ceramic accessories. They are making every effort to ensure that wall tiles and sanitary products complement each other. Some companies have even tailored product sets for kitchens, bathrooms, and living rooms based on consumer preferences, creating a more integrated approach to ceramic product production and sales. For instance, Japan's Toto produces a range of matching products, including plumbing fixtures, bathtubs, vanities, and kitchen equipment. Similarly, China’s Saina Company offers a gold series that includes sanitary ware, gold stone polished tiles, and matching equipment.
Additionally, market demand is becoming increasingly diverse and personalized. Due to differences in living standards, cultural backgrounds, and aesthetic tastes, consumers have varied preferences, making it difficult for single-product strategies to meet all needs. It is predicted that the international ceramics market will undergo significant changes in the future, characterized by higher quality, more features, a wider range of colors, and unique designs. Products are moving toward both diversification and personalization. Personalized items are gaining popularity, offering substantial market potential. As a result, ceramic products across different countries are transitioning from mass production to more individualized offerings. For example, American-style sanitary wares emphasize strong lines and angular shapes, reflecting power and energy. French-style designs are smooth and warm, embodying romance and elegance. Japanese sanitary products are known for their exquisite beauty, showcasing the delicate and meticulous craftsmanship of the region.
Since the modernization of the production center, the global ceramic manufacturing base has shifted mainly to Europe and Asia. In Asia, daily-use ceramic products account for 65% of the market, while in Europe, they make up 30%. High-end ceramic production is concentrated in Western European countries such as England, Germany, and Italy. As the ceramic industry is labor-intensive, developed countries are continuously adjusting their industrial structures to remain competitive. They are shifting towards capital- and technology-intensive industries, relocating labor-intensive production to regions with lower labor costs.
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