以“做大做强”，实现“由建筑陶瓷与卫生洁具制造大国向创新大国”的转变为指导思想，实现“节能、节材、节水、节地、环保和清洁生产”的发展目标，将是中国卫生洁具与建筑陶瓷行业今后可持续健康发展的长期和重要任务。 www.fstcb.com

　　（本文根据缪斌《积极应对挑战危机中求发展———2009年建筑陶瓷、卫生洁具行业发展报告》及《2009年中国建筑陶瓷与卫生洁具行业进出口分析》等文整理）

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　　2009年中国卫生陶瓷前十个主要出口流向国家

陶瓷资讯,尽在陶城

　　2009年中国出口卫生陶瓷约5400万件，同比下降4.5%，结束了自1995年来出口量和出口额连续增长的势头。卫生陶瓷的出口平均价格为12.42美元/件，平均每件减少2.09美元，价格下跌幅度达到14.4%（2008年平均单价提高9.07%）。出口企业的价格竞争十分激烈，企业利润空间被大大压缩。2009年约三分之二的卫生陶瓷出口到欧、美、日等发达国家和地区，流向前十个主要国家或地区分别是美国（占总出口量的27.40%，比2008年下降2.31%）、韩国（6.98%，增长8.16%）、加拿大（5.40%，增长42.87%）、英国（4.26%，下降8.88%）、尼日利亚（2.61%，下降30.35%）、菲律宾（2.43%，增长8.97%）、澳大利亚（2.29%，增长25.33%）、意大利（2.29%，增长9.80%）、沙特阿拉伯（2.21%，增长91.33%）和西班牙（2.20%，减少2.92%）。

　　China has become the world's largest exorter of sanitaryware and building ceramics. Despite a decline in the industry export in 2009， according to the world economy development and the export market recovery trend， in 2010 the export of China‘s sanitary wares will grow at a bigger rate and exceed the 2008 level. The international financial turbulence is conducive to enhancing the proprietary brand awareness of Chinese enterprises， increasing the promotion of product structure adjustment as well as transformation and upgrading efforts， accelerating independent innovation and technological progress， so that further improves the international competitiveness of China's sanitaryware enterprises and their products.

　　Review： Overview for operational characteristics of the industry in 2009

　　Shrinking international market and flourishing domestic market

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　　The financial crisis and interna-tional market recession have a larger impact on sanitaryware enterprises. In recent years， the sanitary ceramics ex-port volume accounts for more than one third of the national total produc-tion， of which about 80% is exported to European and American markets. As European and American countries are seriously hit by the financial crisis， sanitaryware market demand has shrunk dramatically， so that some ex-port-oriented manufacturers have a decline in sales. The rise in China‘s domestic sanitary ceramic market makes up the lack of foreign demand. In 2009， the national total sanitary ce-ramic production amounted to nearly 157 million pieces， and still main-tained a small increase， but the sales volume fell by 7.57% on the year-to-year basis. Guangdong sani-tary ceramics production area is most affected by the decline in export. Since the twenty-first century， it is the first time to have a decline in produc-tion. In contrast， the Henan production area continues to grow in output， driven by expanding domestic demand， where a lot of enterprises have a large increase in both production and sales and get their benefits increased greatly. A majority of sanitary ceramics enterprises nationwide had better operating performance in 2009 than that in 2008， and the total profits and taxes of sanitary ceramics enterprises grew by 30.29% （down 0.6% in 2008） on the year-to-year basis. Because of the world financial cri-sis， especially a significant contraction of demand in Europe and the United States market， in the first half of 2009， the hard-ware bathroom product exporting enter-prises （mainly concentrated in Guang-dong and Zhejiang） had difficulty in sales， but the domestic market-oriented enterprises （mainly in Fujian） had a rapid growth in sales performance. Some ex-port-oriented enterprises strengthened ef-forts to adjust business strategy to devel-op the domestic market and achieved good sales results. On the whole， the growth of the domestic market offset the impact of falling export volume. From the second half of the year， the export market began to pick up， and in 2009 the total sale volume of the national hardware bathroom enterprises rose by more than 10%. From the view of the domestic and foreign market situations for “shrinking international market and flourishing do-mestic market”， the total export volume　　of the whole industry has a decline for the first time in ten years. The industry has a feature of “weak ex-port of sanitary wares， and steady export of ceramic tiles”， and a larg-er decrease occurs to the export of sanitary wares， shower and bath-tubs， water faucets and other sani-taryware products. Foreign coun-terparts are seriously affected in the hundred-year financial crisis， for example， Italy and Spain have a significant decline in production of ceramic tiles， where 40-60% of the production lines are shut down or in semi-shutdown state. The sani-taryware market demand of Eu-rope， the United States， Japan and other developed countries shrinks by more than 20% and the demand in some areas fall even by more than 40%. In response to a serious decline in export， and with the aim of improving the operating condi-tions of enterprises， the State from the end of 2008 to the beginning of 2009 improved the export tax re-bate rates for a range of products， which played a positive role in re-versing the decline in export. In 2009 the total export of the nation-al construction ceramics and sani-taryware was worth of more than 7.3 billion U.S. dollars， down 11% compared to that in 2008. Except a slight increase in the export of ce-ramic tiles， other exports were de-creased at different levels. In 2009， the export value of the national total sanitary products of all kinds reached nearly 4.4 bil-lion U.S. dollars， down 17.31% from 2008. Since the twenty-first century， an overall decrease has occurred to sanitary products for the first time， of which sanitary ce-ramic export volume reached about 54 million pieces， down 4.5% on the year-to-year basis， with export value of nearly 670 million U.S. dollars， declined by 18.3%. The momentum of consec-utive 14 years growth in export volume and export value was halt-ed. Water faucets and other hard-ware bathroom accessory products had the export value of 2.25 billion U.S. dollars， down 13.2%； Shower room and bath products had the export value of about 1.2 billion U.S. dollars， down 25.35% on the year-to-year basis； Toilet seat ring and cover products had the export value of 130 million U.S. dollars， down 0.52%； Plastic water tanks and water tank fittings had the ex-port value of 110 million U.S. dol-lars， down 9.85%. According to an analysis， because the world finan-cial turmoil and the U.S. subprime crisis had a serious impact on the ceramic and sanitaryware industry of Europe and the United States and other developed countries， many businesses were closed down. Cheap and good Chinese ceramics and sanitaryware prod-ucts could attract more overseas consumers， and after April export of various products started to have the gradual growth and show re-covery situations. In the second half of the year， the export situa-tion was better than that in the first half. Many entrepreneurs believed that： the world economic crisis may be a rare opportunity for the development for China's building ceramics and sanitaryware industry and it will help the Chinese build-ing ceramics and sanitaryware en-terprises to further expand over-seas market and improve the mar-ket share and competitiveness of Chinese products in international market. 文章出自陶城网

　　Low demand in early demand stage and high demand in later stage

　　From the perspective of time， the industry shows the feature of “low demand in early stage and high demand in latter stage”。 In the Early of 2009， due to the uncertain international and domestic eco-nomic situation， enterprises in terms of production and marketing were at in a desolate， depressed and waiting state. After the April， the rescue effect of the Central Government‘s various policies gradually emerged， and consumer confidence gradually increased. As a result， sales market warmed up remarkably， and production began to return to normal. Different from the weak export situation， the do-mestic sales market， especially ru-ral markets， small and medi-um-sized cities and the sales mar-ket in Midwest region had the phe-nomenon of a best-selling perfor-mance and products in short sup-ply after the May. Whether build-ing ceramics or sanitary products had unprecedented best-selling sit-uation and many companies also created the best sales performance in history. In terms of sold product struc-ture， prices have the“sinking”trend. High-end products targeted for first-category cities have de-creased in both sales volume and selling prices， whose production enterprises have a significantly de-clined profit margin； In contrast， the products aimed for low-end market continue to sell well. Due to low sales cost， and a fall in the prices of fuel， raw materials and others， in 2009 these enterprises increased greatly in the aspects of production scale， market share and profits. From the perspective of oper-ation positioning of enterprise， the situation “polarization” is more ev-ident. Export-oriented enterprises obviously have a lower operating market-oriented enterprises， even though after the April exports be-gan to warm up slowly. However， because of still weak foreign mar-kets， and fierce export competition， export-oriented production enter-prise generally has not so good business situation and efficiency as domestic market-oriented enter-prises. Brand， sales network， prod-uct innovation and cost-effective proportion will determine the de-velopment space of enterprises. Those enterprises having no brand， a lack of innovation， small busi-ness sales channels， and low prod-uct quality and price， as well as un-reasonable pricing seemed very passive in such aspects as opera-tions and sales in 2009， and some enterprises were even faced with a new crisis. Currently， the building ceram-ics and sanitaryware industry are faced with such prominent prob-lems as weak external demand， in-sufficient domestic demand， over-capacity and energy saving and e-mission reduction. Weak exporting situation is difficult to have funda-mental changes within a short time. After the fourth quarter of 2009， in some areas （especially in large and medium-sized cities） the low selling phenomenon occurred. Building ceramics enterprises in Zibo， Shandong and Quanzhou， Fujian and other places have more and more pressure arising from “e-mission reduction ”and“ environ-mental protection”。 By the end of 2009 the industry had started to deeply feel the influence of phas-ing out of national real estate regu-lation and the“ rescue” policies. In 2010， building ceramics and sani-taryware industry will face a lot of complex and variable uncertainties and many international and domes-tic negative factors will also direct-ly affect the normal development of the building and sanitary ceram-ics industry in 2010. 陶瓷资讯,尽在陶城

　　Prospect Article： Analysis of the industry development situation in 2010 www.fstcb.com

　　“Building materials going to the countryside”： security and driving force for the industry development

陶城网

　　Looking into 2010， although international financial crisis con-tinues and the various rescue poli-cies taken by the world's major e-conomies phase out， during the “post-crisis” period， and the nor-mal operation of China's economy may still face many difficulties， it has formed a sharp contrast with the findings of the survey conduct-ed a year ago that entrepreneurs are more hopeful and optimistic in the industry development of 2010. In this century of the financial cri-sis， China‘s building ceramics and sanitaryware industry withstood the test and our entrepreneurs be-gan to be mature and rational， and gradually understood the essence， hazards and coping strategies of the economic crisis， and had more clear comprehension and more confidence in our national， indus-trious and business prospects for the future development. China's rapid economic devel-opment， improved level of urban-ization， the rise of central and western regions and new rural con-struction for quite a long period of future time will provide strong se-curity and driving force for the rapid growth of our national build-ing ceramic and sanitaryware in-dustry. In this year of “No. 1 Docu-ment” of the Central Government， it is proposed： the opportunity of the current rapid growth in rural housing and amply supply in con-struction materials should be seized to put the support of the farmers housing as an important measure to expand domestic de-mand and adopt effective measures to promote the “building materials going to the countryside”， and farmers are encouraged to build self-occupied housing in accor-dance with laws and regulations. The introduction and implementa-tion of these policies will continue to expand construction ceramics and sanitaryware product demand of the next few years in the vast ru-ral areas， resulting in further easing the overcapacity pressure for part of enterprises due to shortage of in-ternational demand， and in guiding enterprises to actively explore small towns and rural markets by providing a majority of low-in-come people with cheap but beau-tiful ceramic and sanitaryware products. The world has passed the most difficult stage of the financial crisis， and China's economy took the lead in going out of valley bot-tom. There is reason to believe that by 2010， China’s building ceram-ics and sanitaryware industry as a whole will achieve better results than those in 2009.

　　Adjustment and transformation： Increase the speech right of Chinese enterprises

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　　The international financial turmoil made the domestic and foreign counterparts face enor-mous adjustment pressure and the global economic slowdown caused a fall in energy prices and asset prices， and helped Chinese enterprises to get energy with lower costs， conduct M& A of in-ternational brands and purchase advanced technology and equip-ment； International demand con-traction is conducive to some ex-port-oriented enterprises to change the long-standing “export - Investment-driven growth pat-tern”， encourage them to actively expand the domestic market share， enhance proprietary brand cultivating awareness， increase the products structural adjustment and restructuring and upgrading efforts and accelerate proprietary innovation and technological progress， thus increasing the speech right of China‘s enterpris-es on the international stage by exploring competition and coop-eration space for China’s con-struction ceramics and sanitary-ware enterprises. Profound changes in the in-ternational economic environ-ment， rises in domestic production costs and ecological constraints all indicate that the traditional de-velopment mode with high input， high consumption， high emission and low efficiency in our building and sanitary ceramics industry is difficult to sustain development. The industry must accelerate the pace of structural adjustment to achieve sound and rapid develop-ment， and it is necessary to organ-ically integrate expansion of do-mestic demand， sustaining growth and structural adjustment for the purpose of promoting transforma-tion and upgrading as well as al-tering the development mode in China‘s building ceramic and sanitaryware industry. Promoting energy saving and emission reduc-tion as well as technological progress in the ceramic industry is one of the important tasks in the industry for 2010 and the next few years； Thorough investigation of quality ceramic raw materials storage and usage situation as well as improving the comprehensive utilization of resources is of prime significance to sustainable and sound development of the ceramic industry； In the entire industry gradually promoting clean pro-duction， reducing emissions and protecting our environment is pre-requisite for sustainable and healthy development of the build-ing ceramic and sanitaryware in-dustry； Enhancing the quality management and after-sales ser-vice of sanitaryware products， publicizing and promoting wa-ter-saving concept in the whole society， and boosting the develop-ment of water-saving cause is the social responsibility for sanitary-ware enterprises to undertake.“Becoming bigger and stronger，” realization of the trans-formation“ from building ceram-ics and sanitaryware manufactur-ing power to innovative power” as the guiding ideology， and achiev-ing the development objectives of “energy， materials， water and land conservation， environmental pro-tection and clean production” will be a long-term and important task for the future sustainable and healthy development of China's sanitaryware and ceramic indus-try. 文章出自陶城网

　　（This paper is produced according to “Actively respond to challenges and seek development in crises - 2009 development report on building ceramics & sanitaryware industry” and “Analysis of import and export of China‘s building Ceramic & sanitaryware industry in 2009” by Miao Bin and his other articles） 内容来自陶城网

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　　Top Ten Importers of China’s Sanitary Ceramic Products in 2009 陶城网

　　 In 2009 China exported about 54 million sanitary ceramic prod-ucts, down 4.5%, ending the momentum of continuous growth in export volume and export value from 1995. The average export price of sani-tary ceramic products is 12.42 U.S. dollars each piece, down 2.09 U.S. dollars, and the price is decreased by 14.4% (in 2008, average unit price was increased by 9.07%), the export price competition is extremely furi-ous among export-oriented businesses, and corporate profit margins have been greatly compressed. In 2009, about two-thirds of sanitary ce-ramic products were exported to Europe, America, Japan and other de-veloped countries and regions. The first ten major countries or regions to which China’s sanitary ceramic products are exported are the United States (27.40% of total export volume, decreased by 2.31% compared to that in 2008) South Korea (6.98%, up 8.16%), Canada (5.40%, up 42.87 percent), Britain (4.26%, down 8.88%), Nigeria (2.61%, down 30.35%), Philippines (2.43%, up 8.97%), Australia (2.29%, up 25.33%), Italy (2.29%, up 9.80%), Saudi Arabia (2.21%, up 91.33%%) and Spain (2.20% down 2.92%).