Author｜Shi Rongbo
Xiejin Enterprise Marketing Director, senior ceramic product person
Original title: How long can the wind on rock slabs continue to blow
I had the honor to participate in a forum on the development of slate in the industry a few days ago, and listened to the insights of many industry figures, including senior production technology executives from leading manufacturing companies in the industry, marketing experts from leading slate brands, and rock slate The personal opinions of industry leaders such as upstream and downstream equipment raw material manufacturers related to the board. So I have been thinking about the topic of rock slabs recently. Here I will summarize and share some personal opinions and insights.
1. How long can the wind on rock slabs continue to blow?
According to the "Global Rock Slab Research Report", as of June 2021, there are a total of 172 global rock slab production lines. As early as around 2000, Italian ceramic colleagues started the concept of large ceramic tiles, but it was not called slate at that time. Shortly thereafter, some domestic companies developed the 1200×1800mm specification. It was even known as the "Brick King of China" precisely because of its large size, which was considered an incredible achievement at the time.
By 2005, when polished tiles and porcelain tiles were still popular in China, Italy had already tried roll forming production technology. At the same time, the concept of large slabs in China was sprouting.
By 2010, inkjet printing was widely used in Italian ceramic factories, and ceramic tiles had broken through the limitations of molds and sizes. After 2015, slate products that combine roll forming, digital glazing, and digital printing have begun to appear in Italy, but there are still only a few production lines with the same configuration in the country.
By 2021, the number of domestic slate production lines has surged by nearly 100, accounting for more than half of the global slate production lines. The equipment and technology are mainly domestic presses, kilns, and glazing lines. They combine Chinese and Western methods. Compared with those in Italy, Nothing less.
However, the involution came quickly. In just one year, the rock slab market was like a roller coaster: prices went from high to low, products went from differentiation to homogeneity, channels returned from material dealers to specialty stores, and rock slabs News of slow sales, warehouse liquidation, and production suspensions are coming one after another.
Some of the slate production lines that were put into operation at the end of last year are said to have been converted back to ceramic tiles this year. The production department often says that "conversion means bankruptcy." The special product structure and sales model of slates have great impact on continuous production and cost. control positiveIt is a huge pain point and challenge.
Of course, there are also companies that have taken advantage of the opportunity to reap the slate dividends, and may have already made a lot of money. As the saying goes, strike first to gain strength, but strike later to suffer disaster. But more often than not, people see other people eating meat and it turns into bones when it comes to their mouths. Instead, they are making tiles steadily. Especially companies with large scale, large production capacity and cost advantages have prospered in this wave of difficulties. , the world is at peace.
As the total product demand continues to decline, costs continue to rise, the market continues to be sluggish, and the general environment continues to be uncertain, what will happen to the slate market next year? How long can the wind blow over the rock slabs? It's hard for anyone to say.
The popularity of rock slabs cannot be separated from its own product strength - the products are mature and the market has demand.
2. Ceramic tiles are transformed into slates, and slate tiles are transformed into tiles
The conversion of ceramic tiles into rock slabs and the conversion of rock slabs into ceramic tiles are completely different viewpoints, and they are also topics of much discussion and controversy in the industry.
Those who adhere to the transformation of ceramic tiles into slate believe that slate is an upgrade and advancement of ceramic tiles. They are optimistic about slate replacing ceramic tiles in the application and transformation process, and may even help ceramics return to the glory of tens of billions of square meters, just like ceramic tiles. Divide the world into two parts.
Adhering to the tile-based slate group, they believe that slate itself is the standard for ceramics, and the product attributes of slate should not be exaggerated or stripped away. The only way to reduce the cost of slate, to lower the price, and to allow more people to use it is.
Reviewing the development of ceramic tile products: from focusing on surface effects to focusing on body performance; from small specifications to large specifications, to thicker and thinner; from roller printing to inkjet printing, from glaze pouring, glaze throwing to spray spraying. glaze, to digital three-dimensional technology; from decorative materials to functional materials, from bricks to boards, from ceramic tiles to rock slabs...
In fact, the product technology and application requirements of ceramic tiles are always evolving, and slate cannot be separated from the definition of ceramics, so there is no dispute in terms of attributes and standards. Being able to develop products and qualitative products based on different latitudes and usage scenarios, such as classifying thick plates, thin plates, large plates, rock slabs, exterior wall tiles, interior wall tiles, etc., is the all-encompassing charm of ceramic tiles.
3. If you want to make rock slabs, see the article on the wall
In addition to being used as furniture and high-end panels, more and more companies and dealers are promoting the home furnishing of slate, which is also one of the best ways to destock slate in the future.
The home decoration market, including industrial installations, has a huge volume of wall and floor space, especially walls. In the past, it was restricted by specifications and decorative effects. The largest volume of ceramic tiles is used on the ground, including halls, bedrooms, balconies, kitchens and bathrooms. Wait, then the bathroom, kitchen, balconyThe wall of a space such as a desk.
First of all, the specifications and decorative effects of rock slabs have broken through the limitations of traditional ceramic tiles. Large-size rock slabs such as 900×1800mm, 800×2600mm, 1200×2400mm, 1200×2700mm, etc. have gradually replaced stone, artificial stone, and corrugated boards. It has become the first choice material for home background walls.
Secondly, there is an even bigger blank scene - indoor walls, which are urgently waiting for excellent wall materials such as rock slabs. In the past, limited by the decoration budget and scene characteristics, interior walls have been covered with paint, wallpaper, paint, etc. Material monopoly, with the promotion and popularization of slate in terminals, the powerful performance and decorative features of slate will soon subvert the traditional material pattern of interior walls, and the wall will open another incremental door for slate. Let's wait and see.
(Article reproduced from Ceramic Information)
