In the world tile industry, Italy and Spain are strong traditional ceramic tiles. They lead the world trend with superb technology and leading design. The tile ceramic industry in China and India and other Asian countries has developed rapidly in recent years, and have become the world’s main tile production base. Among them, China’s ceramic tile production and sales far greater than other Asian countries, the world’s largest tile ceramic floor production and the main export of ceramic tile flooring. By the end of 2016, the production of Asian tiles accounted for 71.47% of the world’s total production, and the share of the proportion was further improved, mainly due to the increase in stone ceramic tile production in China, India, Vietnam and Iran. The total amount of ceramic tile consumption in Asia accounts for 69.98% of the world’s total.

In recent years, China’s ceramica floor tiles output has maintained steady growth. According to the statistics of “production and marketing demand and market prospect analysis report of China ceramic tile industry” issued by the forward looking Industry Research Institute, China’s ceramic brick production increased from 8 billion 700 million square meters to 10 billion 180 million square meters from 2011 to 2015.

China has a comparative advantage in raw material resources and labor force. In recent years, China’s ceramic industry has developed rapidly and its output has been increasing, which has become a large producer of ceramic tiles in the world. By the end of 2014, China’s ceramic tile production accounted for 48.35% of the total production of the world.

In 2015, China’s ceramic tile output showed negative growth for the first time. According to investigation and calculation, the effective utilization rate of actual production capacity of the national floor ceramic production line in 2015 is less than 80%. The contradiction between supply and demand imbalances intensifies the market competition, the production and marketing rate has also continued to decline, and many enterprises have taken the means of reducing the price in order to keep the market share. In 2016, China’s ceramic market improved, the production and marketing rate exceeded the 2013 level, reached 82.51%, the production of ceramic tiles also completed a small increase of 1.81%, to 11 billion 76 million square meters.

Home decoration tile are mainly used in the living room, kitchen and bathroom walls and other spaces, with strong decoration, and therefore have conspicuous consumption attributes. In addition to its functions, consumers focus on external factors such as brand, appearance and taste. Compared with the mass ceramic tile, the high-end tile not only wins with the quality, but also wins with the design sense, the artistic sense and the expressive force reflected in the home decorate design and the public place decorate application, making the whole decoration effect more grade. The barriers to middle and high-end market come first from the brand accumulation and product level.

The replacement of the product structure caused by the changing trend of tiles consumption will not only accelerate the expansion of the mid and high-end market capacity, but also accelerate the formation of the industry leader. These new consumption trends have greatly enhanced the competitive barriers of manufacturers in product development, terminal image, user services and supply chain capabilities. The disadvantages of low end brands in pursuit of cost lead and single product line will not meet the demand of diversified consumers. Market share will be transferred to the first line of product innovation. At the same time, the long-term advantages of these first line brands in product quality and sales channels will accelerate the market share promotion.

The scale of China’s ceramic tile industry is about 500 billion, but the pattern is scattered. As of October 2015, the number of building ceramics enterprises in China above the scale of 20 million yuan and above is 1455, the average revenue of the enterprise in 2014 is 307 million yuan, and the occupation rate of the industry is only about 1%. But different from the bathroom sanitary ware, the high-end and scale brands in the domestic ceramic tile market are almost domestic brands, including Barana, Dongpeng tiles, Monalisa, Nobel and so on, making the real estate agents select the domestic brand in large-scale procurement.