Market status and development prospects of glass ceramics
glass ceramics are called microcrystalline ceramics in the United States and crystalline glass in Japan. There are many names of glass ceramics in China, including Microcrystalline stone, microcrystalline stone, jade spar, glitter and translucent stone, and microcrystalline plate. In fact, they are all one kind of things, which refers to a composite solid material containing a large number of microcrystals and glasses, which is prepared by controlling the crystallization of the basic glass during the heating process. The surface characteristics of this material are very similar to natural stone, and the shape of the material is mostly plate, so it seems to be closer to the market to call it Microcrystalline stone or microcrystalline plate. This product was widely called glass ceramics when it first appeared in China. In addition, the structure and properties of glass ceramics are different from those of glass and ceramics, but its production method has something in common with glass, ceramics and stone. Some people also call it glass ceramics or crystallized glass. Therefore, we will follow the commercial name of glass ceramics for the time being. Compared with conventional glass, glass ceramics show excellent properties in mechanical strength, surface hardness, coefficient of thermal expansion, chemical stability and other aspects due to the precipitation of crystalline phase with specific properties, so it can be widely used in electronics, chemical industry, biomedicine, military, architecture and other fields
the application of glass ceramics in the field of public buildings in China has accelerated in recent years, such as the use of glass ceramics decorative panels as architectural decoration for internal and external walls and hall floors. Compared with natural stone, glass ceramics has become one of the new materials available for choice in many building decoration materials because of its compact structure, high strength, frost resistance, non water absorption, corrosion resistance, clear texture, bright color, small color difference and non fading appearance. The focus of competition or the spearhead is directed at natural stone, and the competition is for the natural stone market. It is precisely because of this uncertainty in the future market situation that although the current market share of glass ceramics is small and the industry is small, it is very lively. Enterprises that have been involved are tasting the hardships of the market, forming a dilemma in the "Besieged City"; As a new material, it is naturally easy to arouse the hearts of enterprises outside the circle, many of whom are eager to try, forming a lively outside the "Besieged City". What are the current market conditions, investment risks and future prospects of glass ceramics? Let's savor it carefully
embarrassment in the "Besieged City"
there are no more than 15 production enterprises in China's glass-ceramic industry, which are mainly concentrated in Beijing, Tianjin, Tangshan and its surrounding areas and Guangdong Province. The total annual production and design capacity of these enterprises is claimed to be 1million square meters, and it is commendable that the actual production capacity can be reduced by 50%. In 2001, there is a difference between the two: the actual output is optimistically expected to be only about 40% of the claimed capacity, and the real sales are less than this amount. The actual sales situation is that last year, the national market sales volume was about 200000 square meters, and the most optimistic estimate is only 300000 square meters. In other words, in 2001, the actual total inventory of glass-ceramic production enterprises was about 50%, and the inventory of individual enterprises was even close to 80%. To make matters worse, most of these enterprises in the "Besieged City" lost money, and better individual enterprises also struggled on the balance between loss and profit
as a new decorative material, the industrialization of glass ceramics in China has only four to five years. Why is such a new product facing such an embarrassing situation in a short time? There are three reasons
first, the production technology and process of glass ceramics in China are not perfect. It is only 20 years since the research and industrialization of glass ceramics in China. In the industrialization stage from 1993 to 1997, seven or eight domestic enterprises successively invested twoorthree billion in glass ceramics. Because of the immaturity of technology and process, the results have been washed away and a lesson has been learned. Even at present, the engineering design and production control of glass ceramics production in China are still not standardized. Production control depends on experience, detection means are not perfect, and the degree of specialization of production equipment is not high, etc. This has led to problems such as bubbles, warps and cracks that have not been solved in some manufacturers, and the yield of products from different manufacturers is also very different. Compared with natural stone materials, there are still deficiencies in texture treatment and variety of designs and colors on the surface of plates
second, as a new product, glass ceramics has not been really recognized and accepted by consumers. A new product needs a promotion process to enter the market and be understood and accepted by the consumer market. At present, more than a dozen manufacturers are fighting their own battles, only focusing on the project, and lack of comprehensive indoctrination to the market, so that the market business name of glass ceramics is chaotic, and many non professionals still think that glass ceramics is a kind of glass products
third, the comprehensive energy consumption of glass ceramics is high, resulting in its high production cost. Glass ceramics as a kind of decorative materials, its emergence was originally intended to seize the market of other materials. Due to the high production cost, this has greatly weakened the competitiveness of microcrystalline glass to natural stone. The above factors have led to the limitations of the current glass-ceramic market. Due to the small market share, more than a dozen enterprises played a price war, so that the market price of glass ceramics fell by an average of 20% in 2001, and the ex factory price of glass ceramics approached or even fell into the cost price, so that this small industry began to suffer general losses, and enterprises were struggling under the pressure of technology, cost and market
lively outside the "Besieged City"
although the enterprises inside the "Besieged City" are struggling, the enterprises outside the "Besieged City" still favor glass ceramics. At the recent symposium on technical progress and industry development of glass ceramics convened by the glass technology research institute of Wuhan University of technology and Tianjin Standard International Building Materials Co., Ltd., it can be realized that some enterprises outside the "Besieged City" still have optimistic expectations about the market prospect of glass ceramics, which is a non-stop game, and many novices are still eager to try the glass ceramics project. An important reason for the strong interest of enterprises outside the "Besieged City" in glass-ceramic is that some institutions, driven by their own economic interests, exaggerated the profitability and market prospects of glass-ceramic in propaganda
previously, several enterprises made investment mistakes due to process problems, and did not hesitate to pull down and start over after hitting 30 or 40 million yuan. It is understood that there are about 10 enterprises that are preparing or planning the preliminary work at present. It's worth mentioning that the success of Guan will be in the front. What you need to note is that in the glass ceramics industry, there are almost no state-owned enterprises and state-owned capital, and only private capital and joint-stock enterprises. Among them, Chaohua Technology Co., Ltd. is preparing to build a glass-ceramic project with the background of a listed company (the first phase of the construction has an annual output of 400000 square meters, with an investment of more than 90 million yuan, which has been started a few days ago, and is expected to be put into operation in August 2002, with all the funds invested by the joint-stock company. The company adopts a two-step plan, with a total production scale of 1million square meters) Sichuan Shuangma Cement Co., Ltd. (with an annual output of 200000 square meters, all the funds are invested by the joint-stock company) and Hunan Bihui building materials Co., Ltd. (Huayin power is the second shareholder, accounting for 26% of the shares)
Tangshan Huida ceramics (Group) Co., Ltd., a private enterprise that has sprung up in the sanitary ceramics industry in recent years, also wants to plan a glass-ceramic project. Jiangsu China Resources Group Co., Ltd., the leader of China's flat glass industry, has also made great efforts, with an annual construction scale of 600000 square meters. At present, Shantou state owned company in Guangdong has an annual production capacity of 100000 square meters. The private owner of this enterprise in Hong Kong is very optimistic about the market prospect of glass-ceramic products. At present, the land acquisition work has been completed and it is ready to build China's largest glass-ceramic production base
for those enterprises that put into operation earlier, their design scale is basically below 150000 square meters per year, and the actual production capacity can reach 100000 square meters is commendable. A common feature of the latecomers is that they all have relatively strong financial strength, great actions and ambitious goals
to make the cake bigger, we must do a good job in marketing.
glass ceramics as an optional decorative material, with the arrival of the 4G period and the implementation of smart city, liubaolin, the executive vice president of Tianjin Standard International Building Materials Co., Ltd., compares it to a "condiment". It is difficult to make a conclusion about the future market share of this "condiment". The surface characteristics of glass-ceramic are very close to natural stone. Whether it can win a larger market share from the natural stone market determines whether the cake of glass-ceramic can grow. The process of realizing the expansion of glass ceramics market is actually a process of market promotion and products being widely recognized and accepted
due to the high product cost, the high market price and the low market awareness of this new product, the current application of glass ceramics is mainly limited to the exterior wall decoration of public buildings and commercial buildings, some of which are used for interior wall decoration, a small part for the ground, and few of which enter the home for decoration and manufacture into kitchen and bathroom products. To expand the market of glass-ceramic products, we must let more architectural designers, decoration enterprises, construction enterprises and the majority of owners understand and like this product, and we must find ways to make glass-ceramic into the homes of ordinary people. To achieve this goal, existing production enterprises, especially several large enterprises such as Tianjin standard international and Jiangsu China Resources Group, must work together to increase varieties and reduce costs, cooperate in market publicity and product promotion, cooperate in competition, and jointly do a good job in market promotion
in order to solve the problem of glass ceramics entering the home, in addition to the manufacturers' need to do a good job in market promotion and greatly reduce their manufacturing costs, they must also develop low-cost products. The process of reducing costs is actually a process of chaos and governance. When the profit rate of a product is higher than the average profit rate of other products in the same industry, it will inevitably cause the attention and accumulation of social capital, leading to the excessive concentration of new production lines, thus causing the centralized supply of products, leading to bargain competition among enterprises, and finally leading to the average profit rate of the product
it is not surprising that a small glass-ceramic industry has invested hundreds of millions of yuan in the process of scouring the sand in such a big wave. Other enterprises inside and outside the industry will not take it as a warning without the investment of a number of enterprises and the disastrous failure. As long as a group of enterprises use thousands of money to buy bloody lessons, this industry and its product market will truly move towards norms. In other words, although the industry of glass ceramics is not large, it is not an enterprise that can do it if it wants to. Ultimately, the enterprises that can win from the industry of glass ceramics are those that have financial strength, technological advantages and brand advantages