The development of the ceramic sanitary ware industry in the past two years is very consistent with the setting of the Central Economic Work Conference. Chairman Miao Bin summed up this relationship with the words "progress in stability and worry in stability".

First of all, the development of the ceramic tile industry is closely related to the trend of the domestic real estate market. The country's tone for real estate is "stable", which also laid the tone for the development of the ceramic tile industry during the 14th Five-Year Plan period.

The construction of urbanization is still in progress, and the construction of urbanization has brought about a huge increase in the consumption market. Going hand in hand with urbanization is the growth in the size of the middle class. Enterprises should be fully prepared to serve middle-income groups and be able to meet the consumption needs of this growing consumer group. The consumption of the middle class requires high quality, good service, and high efficiency. At the same time, the individual needs of consumers have also brought many new concepts to the industry. These may be converted into future growth points for the industry.

The introduction of the three-child birth policy, and supporting incentive policies are also imperative, which is a positive signal for future consumption, whether it is engineering channels or personal consumption. Finally, the impact of changing demographics cannot be ignored. In 2021, the proportion of the elderly population in China will be close to 20%, which is about to enter an aging society, and will soon enter a deeply aging society. Capable companies should deploy products suitable for aging in advance to meet the individual needs of market segments and consolidate their brand positions.

Specific to the sanitary ware industry, at the end of 2021, the General Office of the Central Committee of the Communist Party of China and the General Office of the State Council issued the "Five-Year Action Plan for the Improvement of Rural Human Settlements (2021-2025)". An important aspect is to promote the revolution of rural toilets. Popularize rural sanitary toilets, effectively improve the quality of toilet renovation, and strengthen the harmless treatment and resource utilization of toilet manure. This will promote the positive development of the bathroom industry. Especially after the improvement of infrastructure such as drainage system and water supply system, the penetration rate of sanitary ware will further increase. At the same time, with the advancement of the construction of a new socialist countryside, the difference between urban and rural living environments is gradually narrowing, and products that represent high-quality consumption such as smart toilets will also have broad application space. This trend has been gradually realized in Zhejiang Common Prosperity Demonstration Zone.

At the same time, with the implementation of environmental protection policies and the popularization of green buildings, the proportion of prefabricated buildings in new buildings will increase, and new products such as integral toilets that improve the equipment rate are also future market growth points.

In the short term, the epidemic has adverse effects on the manufacture and transportation of sanitary products, but in the long run, the epidemic has changed people's concept of hygiene, and the emphasis on hygiene will increase the global market demand for sanitary products. International trade has little impact on my country's sanitary ware exports, and the export ratio of China's sanitary ware products remains at about 40%, which also shows that China's sanitary ware products are the most competitive in the world.

During the 14th Five-Year Plan period, whether for architectural ceramics or sanitary ware, the implementation of high-quality development and carbon neutralization goals are the main issues faced by the industry during the "14th Five-Year Plan" period. All industry planning, production area planning, The enterprise's own planning should be done around these two topics. Not only that, but also a change in thinking: in the past five years, external promotion has played an important role, and environmental governance is the main pressure we feel in our development. In the future, new processes, new technologies, and new Products mainly come from the internal factors of the industry itself, and internal promotion occupies a dominant position in the development of the industry. Enterprises must take the initiative to optimize their internal technical research, talent pool, management structure, etc., combined with external policy changes, in order to seize opportunities and develop grow.

Industrial structure optimization and energy and environmental protection policies should be considered together. In the ceramic tile field, from the perspective of output, the carbon peak has been achieved. During the "Thirteenth Five-Year Plan" period, the output has peaked, and it has dropped from the peak of 10.3 billion square meters to 8.9 billion square meters. It has been maintained at this level for the past two years. level. However, this does not mean that the industry does not develop. On the contrary, the industry still has a lot of room for improvement in the future, and the high-quality production capacity can be greatly improved. For example, in the past, the proportion of high-quality products was only 20%. With the development of high-quality consumption, most of them will be high-quality products in the future. The same 9 billion square meters, the sales generated are much higher. Enterprises capable of providing high-quality products and high-quality services will expand their production capacity, and those that are outdated will be eliminated, and the industry concentration will be further improved. During the "13th Five-Year Plan" period, about 1/4 of the enterprises withdrew from the market, and this process will continue during the "14th Five-Year Plan" period. Therefore, whether it is an industry or an enterprise, it must take the road of high-quality development.

The industry should increase R&D and innovation, and develop new varieties that are fashionable, creative, functional and assembled.

Slate and foamed ceramics are two types of products to be developed during the "14th Five-Year Plan" period, but the two are different. I call them "natural" slate and "travelling through mountains and water" foamed ceramics. .

The popularity of slate is a matter of course. First, the industry is ready. The technical reserves of the industry are in place, and the manufacturing process of large and thin plates has been successfully studied more than ten years ago, and a complete set of large-scale ceramic plate technology and equipment has been perfected. Second, there is a strong demand in the market. For a period of time, there was a problem with the supply of stone, and artificial stone could not meet the quality requirements of high-end places. As a substitute for natural stone, slate entered the market. Third, the application scene of slate in the home field has been expanded, and it has been applied to furniture, cabinets, bathroom countertops, etc., replacing some of the original materials. The combination of the three forms a natural trend.

Foamed ceramic wallboard is the first of its kind in China. Its concept and function are very good. It has the functions of light weight, hardness, heat preservation and sound insulation. It can be used as the outer wall of the building or the inner wall of the prefabricated building. . Unlike slate, although the relevant technical reserves are basically in place, they have not been widely used. Because the application scenario has not appeared, there are many products with lower prices and more mature applications on the market. Now architectural designers are relatively conservative in the application of new materials. Therefore, even if foamed ceramics have product advantages, it is also in line with the development concept of utilizing solid waste and prefabricated buildings, but the market does not recognize it for the time being, and it has to go through a process of "traversing mountains and rivers".

There is a similar situation in the bathroom field. The smart toilet has been developed for more than ten years. At first, there were not many consumers, the product price remained high, and the industry developed slowly; but after the market demand increased, its development momentum was very good. In contrast, although the overall bathroom has benefited from the policy's encouragement of prefabricated buildings, it has not been promoted by the market, and its development is still relatively limited.

Therefore, in addition to the technical support of the industry itself and the direction of policy guidance, the development of new products must ultimately be recognized by the market and supported by market capacity.

In addition, the "dual carbon" concept will also lead to research on new low-carbon products in the industry. In the future, the application of electric energy will become more and more extensive. The combination of heating ceramic tiles and electric energy application is safe and clean, and can also be controlled intelligently. There will definitely be application scenarios in the future. In addition, we found that the higher the temperature of the product, the stronger the ability to induce negative ions, and the "heating negative ion ceramic tile" that combines the advantages of the two may appear on the market. We can develop more healthy and low-carbon new products with the help of the entire industry in the context of high-quality development and green development by using mature technologies, combined with the goal of "double carbon".