In 2020, the 750×1500mm specification has been booming for some time, and many production areas across the country have experienced hot sales that exceed supply and demand. However, "Ceramic Information" recently visited a large number of ceramic companies, and many industry insiders expressed concerns about the development prospects of the 750×1500mm specification next year (after the beginning of the lunar new year).
Some industry insiders said that after entering December, it was obvious that 750×1500mm could no longer be sold, and the price began to fall. The ex-factory price of 750×1500mm products of some Guangdong ceramic factories even dropped to 33 or 34. Yuan/piece, the average unit price is lower than 600×1200mm.
The reason is that the demand for 750×1500mm continued to increase in the first half of 2020. However, due to factors such as the epidemic and “coal-to-gas” change, production capacity was once in short supply and there was a short-term shortage. By the second half of 2020, 750× The production capacity of 1500mm has increased dramatically, and production lines have been put into production in Jiangxi, Sichuan, Henan and other production areas. With the slow sales of small rock slabs, many manufacturers in Guangdong have converted their small rock slab lines to produce 750×1500mm, which has stimulated the production of 750×1500mm in a short period of time. A surge in specification production. Many industry forecasts: "In 2021, the 750×1500mm specification will usher in a fierce price war, and some manufacturers may face liquidation."
The demand for 750×1500mm has increased significantly
But far less than the growth rate of production?
According to people familiar with the matter, around 2018, when 600×1200mm was reduced to “bulk goods” and 900×1800mm and larger specifications were not accepted, 750×1500mm came into being and quickly became popular.
Compared to conventional products with 800×800mm specifications, the profit margin of 750×1500mm is considerable. From the perspective of consumers, 750×1500mm can be said to be a differentiated product, and they are willing to pay a higher price to buy it. Therefore, manufacturers and dealers are willing to vigorously promote it.
After two years of market cultivation, the market acceptance of 750×1500mm has further improved, especially in coastal areas such as Zhejiang and Jiangsu. In April this year, senior ceramicsShi Rongbo, product manager and marketing director of Xiejin Enterprises, once told Ceramic Information, “The demand for 750×1500mm is quite large in coastal areas such as Zhejiang and Jiangsu, especially in towns and rural markets. The local area is vigorously promoting the construction of new rural areas, not only The building area is large and the decoration budget is relatively high. ”
The living rooms and walls of the newly built "big villas" in the local area are all tiled, especially the living rooms on the first floor. It is just right to choose 750×1500mm ceramic tiles for the decoration of these spaces.
But by the beginning of 2020, due to the large backlog of inventory, the 750×1500mm price war has started crazily, and the dealer delivery prices of many manufacturers have plummeted by 60%. At that time, the common ex-factory price of 750×1500mm in many ceramic factories was more than 50 or 60 yuan per piece. Of course, some manufacturers set the price even lower in order to survive.
Since then, due to the continued impact of comprehensive factors such as the COVID-19 epidemic, "coal to gas" and the market, the supply of 750×1500mm has been relatively tight, and the demand for both bricks and finished products has been relatively strong. However, this shortage of supplies was quickly reversed.
Especially after December, many industry insiders said that 750×1500mm could no longer be sold, and the price began to fall.
Many small rock slabs are converted to 750×1500mm
Production lines with a daily output of 30,000㎡ are gradually increasing
A person in charge of a ceramics company in Foshan who did not want to be named told "Ceramic Information" that at the end of 2019, his factory had technically renovated a small slate production line and was preparing to put it into production as soon as the Spring Festival of 2020 started. However, due to the COVID-19 epidemic and the "coal Affected by comprehensive factors such as "gas change" and the market, before September, the production line was producing 800×800mm polished glaze products with high turnover rate.
"Burning natural gas is equivalent to paying double fuel fees at the same time. Even if we don't burn coal now, the backlog of goods still has to be paid in installments."
"In August and September, many OEM customers asked us whether we would produce 750×1500mm specifications, especially some large OEM customers. They all said that OEM supply was very tight, and we had several private brands. They spend millions of dollars every month on the outside,” said the person in charge. At that time, the price of 800×800mm ceramic tiles was on a downward trend, so they switched production accordingly.750×1500mm.
In fact, the above phenomenon is not uncommon.
In 2020, many ceramic factories have gathered to enter the field of small rock slabs. Also affected by the serious imbalance between supply and demand, small rock slabs have fallen into difficulties such as price competition, blocked channels, and product explosions. Therefore, many production lines have returned to the production of conventional products. Especially the conventional ceramic tile products of 600×1200mm and 750×1500mm specifications.
A person in charge of a glaze company told "Ceramic Information", "In November, orders for dry slate granules have been cut in half, and we have even stopped one furnace."
According to many industry insiders, until October, the 750×1500mm market was still very prosperous. At that time, even 750×1500mm bricks were easy to sell. However, after entering November, the feeling was completely different. 750 The demand for ×1500mm suddenly shrank significantly.
The reason is that the production capacity of 750×1500mm has surged, and the market demand cannot keep up with the growth rate of production!
Not only do many ceramic production lines originally have a production capacity of 750×1500mm, but also after entering the second half of the year, many small slate production lines have been converted to 750×1500mm, and production lines with a daily output of 30,000 square meters have also been put into production, so the production capacity of 750×1500mm has been rapid. increase.
In October, the "Ceramic Information" "Ceramic Industry Long March" investigation team discovered when investigating the Zhaoqing production area that local ceramic factories basically have a production capacity of 750×1500mm as long as they produce glazed tiles, and many of them have already In production. Not only the Zhaoqing production area, but also many ceramic factories in other production areas in Guangdong are producing products with 750×1500mm specifications.
"Whether it is mixed firing or special kiln production, basically every ceramic factory is equipped with a 750×1500mm production line." The person in charge of another ceramic company who did not want to be named said frankly that after two years of marketing, many Consumers can accept 750×1500mm, so the demand for 750×1500mm has increased significantly in the first half of 2020.
But at the same time, the production of 750×1500mm has also surged after September. According to incomplete statistics, several production lines with a daily production capacity of over 30,000 square meters have been put into operation so far. In this regard, industry insiders predict that such large-capacity production lines will continue to increase next year., 750×1500mm will explode in all directions, and 750×1500mm may face a new round of price competition.
(The article is reproduced from Ceramic Information)
