On the afternoon of May 30, the "2019 China Ceramics' Belt and Road' Cooperation Summit" was co-organized by the Ceramics Green Development and Intelligent Manufacturing Alliance and "Taocheng News" Held in Conference Hall 202 of Tanzhou International Convention and Exhibition Center. Focusing on how ceramic companies can develop overseas markets, Zhong Yingzhou, Director and Vice President of Guangdong Keda Clean Energy Co., Ltd., and Mr. Shen Yanchang, International President of Guangzhou Senda Trading Co., Ltd. and General Manager of Keda (Africa) Ceramics Co., Ltd., delivered keynote speeches.
2019 China Ceramics “Belt and Road” Cooperation Summit event site
Who can save the ceramic industry from the downturn?
Li Xinliang, President of Taocheng Newspaper, presided over the summit< /span>
At present, the ceramic industry continues to be in a downturn. Relevant data show that since 2016, China's ceramic tile exports have experienced a cliff-like decline. The decline in exports to African countries is particularly obvious. In 2017, exports to Ghana fell by 48%; exports to Nigeria fell by 65.6%; exports to Kenya fell by 41%; and exports to Tanzania fell by 37.5%.
On the contrary, the overseas export of Chinese standards - inThe construction of factories in Africa has created a miracle of "investment in the same year, construction in the same year, production in the same year, and profit in the same year".
●Look at the industry from a global perspective and integrate into the allocation of global resources
As the head of Keda's overseas business, Zhong Yingzhou gave a keynote speech on "Global Reconfiguration of Ceramic Resources". "How to integrate into the global resource allocation? We must break through ideological concepts and look at the industry based on the world." Zhong Yingzhou said. He believes that under the new situation, if we continue to follow the traditional thinking, it will only become narrower and narrower.
Zhong Yingzhou, Director and Vice President of Guangdong Keda Clean Energy Co., Ltd.
To participate in the current global competition, to seize a place in the global competition, it is not just about people going out or selling products. There must be a system for allocating resources. Zhong Yingzhou decrypted the deep logic of the global layout of the ceramic industry from six dimensions: market resources, human resources, financial resources, technical resources and policy resources, and "One Belt and One Road" policy resources.
"You can't always focus on costs, but on the profit margins and gross profit margins of different markets." Zhong Yingzhou said. He said that although the cost of producing products abroad may be higher than in China, the gross profit margin will be larger than that at home because freight, tariffs, and various intermediate costs are eliminated. Therefore, only by breaking through traditional thinking, looking at the industry from a global perspective, and integrating into the allocation of global resources can the ceramic industry find a bright road.
He divided the global market into three categories, namely emerging markets, developing markets, and developed markets. According to the characteristics of the three types of markets, Zhong Yingzhou adopted different operating models and different strategies to conduct global business Development. Taking Keda as an example, in emerging markets, Keda Clean Energy introduces Chinese production models, establishes benchmark projects, and drives equipment sales through investment. For developing markets, Keda Clean Energy moves forward on the service side. Establish a global service system; in developed markets, introduce equipment through mergers and acquisitions or other means to make up for technical shortcomings.
●Develop markets according to local conditions
As one of the first international trading companies to enter overseas markets such as Africa and South America, Guangzhou Senda has currently established more than 3,000 architectural ceramics outlets in Africa. sales network, and established eight production bases in Ghana, Kenya, Peru and other countries with the concept of rapidly developing localized manufacturing. In 2016, Keda and Senda cooperated to establish Keda (Africa) Ceramics, with Mr. Shen Yanchang as the general manager, creating a miracle of "investment in the same year, construction in the same year, production in the same year, and profit in the same year" on the land of Africa.
International President of Guangzhou Senda Trading Co., Ltd., Keda (Africa) Shen Yanchang, General Manager of Ceramics Co., Ltd.
At the event, Shen Yanchang delivered a keynote speech on "Looking at the Path of Chinese Ceramics Going Global from the African Market". Although it has achieved outstanding results in opening up the African market, Shen Yanchang also pointed out that opening up the African market is an arduous process. We must first understand the local economic development and national conditions. "The African market demand is gradually diversifying, and companies with localized manufacturing capabilities will have strong competitiveness." He believes that every country in AfricaThe consumption power and purchasing power of each household are different, and different business plans should be formulated according to the development of the local market.
"When you look at the African market, don't imagine it as China. If you imagine it as China, you will go into misunderstandings." Shen Yanchang said. In addition, he also emphasized that in order to develop markets in Africa, companies must take measures to deal with brain drain and financing difficulties.
In Shen Yanchang's view, the most important thing about the outstanding achievements of the "Senda Model" in Africa is to put the market first and then the factory. By establishing a successful sales network, Senda has Gradually forming a stable market, and introducing excellent dealers and agent resources, forming a better competitive advantage. At the same time, we adopt the method of trade and OEM, integrate resources from all over the world, conduct global procurement, process and sell in Africa, and achieve profit growth. "Senda already has relatively good sales channels in Africa. After the joint venture factory was built, we stopped exporting domestic ceramic tiles and achieved local digestion in Africa." Shen Yanchang said.
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Subsequently, Ding Jiaxing, the person in charge of Senda’s procurement project, released more than 80 procurement catalogs to the participating suppliers at the scene. The procurement list covered raw materials for ceramic glazes, ceramic colors Materials, chemical materials, basic glazes, frits, production consumables, equipment and hardware, etc. Ding Jiaxing said, "Our ceramic factories in Ghana and Senegal will be officially put into production this year, so the procurement demand this year is relatively large. The entire procurement list totals more than 200 million yuan, which is 30% to 40% higher than last year's procurement amount."
On-site docking between upstream suppliers in the ceramic industry and Senda Trading Procurement Department
For this project procurement bidding activity, Ding Jiaxing said that Foshan is an important global ceramic industry distribution center with a complete industrial chain and a good industrial foundation. The quality of procurement is very satisfactory. Holding such an event is of great significance to enhance communication and dialogue between suppliers and buyers and promote sunshine procurement.
