(Source: ceramic information pottery SIR) A violent industrial adjustment, let Zibo build pottery from the former "national second" to "Out of Ran Ran Rusan Everyone", and the same industrial adjustment has made "Foshan Ceramics" better than before. The two major ceramic-producing areas started with the same fate, but why did they end so completely?
On September 19, a municipal party committee secretary of a prefecture-level city "suddenly misfired" in his 10,000-word speech at a local entrepreneur conference: he received 7 applauses in just 53 minutes, which made local entrepreneurs excited and also made ceramics The industry is abuzz.
This prefecture-level city is Zibo, Shandong. In the construction ceramics industry, Zibo was once the "second largest construction ceramics production area in the country" after Foshan, Guangdong. The speaker was Jiang Duntao, secretary of the Zibo Municipal Party Committee who had just taken office.
On that day, Zibo entrepreneurs who participated in the meeting saw the "Ten Measures for Caring for Entrepreneurs (Trial)" of the Municipal Party Committee and Municipal Government in front of them. They couldn't contain their excitement, and they all posted their praises on their WeChat Moments: "Secretary Jiang said It is real and thorough, which not only fully affirms the contribution and status of entrepreneurs, but also encourages and points out the direction for entrepreneurs to start their second business."
What excites the ceramic industry is that in his speech, Jiang Duntao highly affirmed the great contributions that traditional industries have made to society and Zibo, and said eloquently: "Traditional industries should never be synonymous with pollution and backwardness, and must not be synonymous with pollution and backwardness. "Killed with a stick" by today's standards. "The practice of industrial development proves that there are no backward industrial attributes, only backward technologies, processes, equipment and products. As long as the technology and equipment are advanced, there will still be high-tech enterprises in traditional industries. ."......
Zibo Municipal Party Committee Secretary Jiang Duntao took the initiative to ask leaders to stand in the back row during the photo session
During the photo session before the conference, Jiang Duntao also changed the traditional rule of "leaders standing in the front row" and invited entrepreneurs to stand in the front row, while he and the city leaders stood in the back row. He said: "Entrepreneurs work very hard. It is no exaggeration to say that they are our 'food and clothing parents'. I suggest that entrepreneurs should stand in the front row, and leaders should stand in the background and be the backing."
This series of rare situation has made Zibo's corporate community cheer "the spring of entrepreneurs is here", and many people have more expectations for Zibo.
This is a belated speech for the Zibo ceramics industry. Although more than 20 days have passed, many people in the ceramics industry are still discussing: If the time could be advanced three years, would the fate of Zibo's ceramics development be rewritten?
Among these people, there are many well-known ceramic entrepreneurs in Foshan, as well as elites from the party, government, enterprises and industry chains related to the industry, academia, and research in various production areas. To many people, the experience of building pottery in Zibo can be called a "revelation of decline and prosperity."
The decline and prosperity of Zibo ceramics production area
Three years ago, when it comes to the "second largest construction of pottery production areas" in the country, practitioners in the ceramic industry will not hesitate to think of "Shandong Zibo".
This is very similar to Foshan.The ceramic production area with the same start and development path emerged in the 1970s. In the nearly 50 years of industrial inheritance, several generations of ceramic people have established the deep-rooted industry status of "Zibo Ceramics" and maintained its long-term stability. Sitting on the top spot of "the second largest production area in the country", it echoes the north and south of Foshan.
At its peak, Zibo had nearly 300 ceramics companies and more than 500 production lines, with a production capacity of more than 1.2 billion square meters, accounting for 23% of the country’s total ceramics production capacity. At the same time, we have established complete industrial supporting facilities - we have the world's largest frit production base, with all mechanical equipment except presses such as kilns and polishing lines, and technologies such as glazes, inks, and color development. Leading the country, the innovation speed of the production area even exceeded that of Foshan at one time, attracting a large number of peers and dealers from all over the country to come to Zibo to observe and learn.
If ceramic supporting facilities are strong, the ceramic industry will flourish. Precisely because it has a solid industrial foundation and has the highest product innovation speed in the country, Zibo was once highly expected to become the headquarters base of northern ceramics and shoulder the important task of revitalizing Chinese ceramics together with Foshan.
But in September 2016, Zibo City released the "Zibo City Construction and Ceramics Industry Precision Transfer Work Plan." In the plan, it was shockingly mentioned that the city's ceramic production capacity would be reduced from 700 million square meters to 200 million square meters. Prior to this, Zibo Ceramics had experienced industrial remediation in which production capacity was reduced from 1.2 billion square meters to 700 million square meters.
Ceramic companies shut down in Zibo
Subsequently, Zibo swept the entire ceramic construction industry chain with thunderous momentum and quickly completed the "precise transfer". This time, it completely changed the fate of Zibo's architectural ceramics, and also changed the industrial pattern of China's architectural ceramics.
Nowadays, when talking about the “second largest ceramic production area” in the country, few people will think of “Zizhou, Shandong”."Bo", in comparison, Gao'an in Jiangxi and Jinjiang in Fujian are more powerful to replace them. Even Linyi in the province is larger than Zibo.
Through in-depth observation in the past two years, many industry veterans have concluded that Zibo Building Ceramics has been "severely damaged" and will be difficult to recover from. Although in the official statement, the "precise adjustment" of Zibo Ceramics is interpreted as a strong man struggling to survive, the industry is moving from extensive production to lean management, and gradually from a low value-added production model Move towards smart manufacturing of mid- to high-end production.
From a layman’s perspective, this is indeed the case. Zibo has driven away pollution, which is worthy of applause. But from the perspective of the ceramics industry, people in the ceramics industry believe that Zibo Jiancer's broken arm not only failed to rise from the ashes, but also caused the root of the disease.
Although on the surface, Zibo has eliminated a large amount of backward production capacity, and its production capacity has been reduced from nearly 300 ceramic companies and more than 500 production lines to 47 ceramic companies and 76 production lines. The entire production area has been lightened and its hardware facilities have been completely renewed. , but the sharp decline in production capacity has caused supporting companies to relocate overseas, OEMs to lose, and the core advantages that the production areas rely on for their survival have been severely damaged.
Bao Jiejun, dean of Guiran Academy and chairman of Oceano Ceramics, once pointed out at the "2018 Zibo Ceramics Industry Summit Forum" that through "precise transfer", Zibo's natural ecological environment has improved, but However, the industrial ecosystem of Zibo Building Ceramics has been destroyed, which has resulted in huge inventory pressure on Zibo Building Ceramics companies, and a lack of confidence in the future development of Zibo Building Ceramics both inside and outside the production area.
After the "precise transfer", Zibo has experienced a large outflow of marketing and technical talents. Design companies, kiln companies, and color and glaze companies have evacuated and moved because they had no business to do, and even carried the dream of revitalizing the Zibo production area. , RiRishun Jian Ceramics Industrial Park, established to high standards, is also stumbling and far from meeting development expectations.
After the "precise transfer", Zibo Ceramics has completed the upgrade of its industrial image, and the hardware level of ceramic companies has undergone earth-shaking iterations
According to the original intention of the Zibo government's industrial adjustment, it hopes to improve the comprehensive competitiveness and brand influence of the production area by eliminating backward production capacity. However, the opposite is that after Zibo Construction Ceramics cut off 500 million m2 of production capacity, the regional brand influence and Product innovation capabilities have declined instead of rising. Instead of becoming bigger and stronger, the remaining ceramic companies have fallen into the predicament of high inventory and difficulty in sales one after another.
In the past two years, few ceramic companies in Zibo have launched groundbreaking new products, and it is difficult for them to attract industry praise. In the past, Zibo Building Ceramics was unique in the Jiangbei region with its strong and rapid product innovation and research capabilities, and had high added value and competitiveness. However, due to the exhaustion of product innovation and technological innovation capabilities, it has fallen into a "competition" with surrounding production areas. The quagmire of "capacity and price".
Although in just one or two years, Zibo has completed the upgrading of its industrial image, the hardware level of ceramic enterprises has undergone earth-shaking iterations, modern and automated factories have sprung up, and the level of ecological and environmental protection is leading the country. , in sharp contrast to the dilapidated and smoky dilapidated factory buildings of the past, but the soft power such as supporting facilities, exhibitions, channels, design, and R&D that Zibo has accumulated in the past fifty years has collapsed, and it is difficult to regain its former glory.
Someone in the industry pointedly pointed out: Without strong soft power support, the once "second largest production area in the country" would be lost to everyone!
In fact, in the past three years, reporters from "Ceramic Information" have interviewed several leading entrepreneurs and opinion leaders on the improvement of Zibo Ceramics many times. The common point of view is that it is difficult to "accurately adjust" Zibo's ceramics. It can be called a successful industrial adjustment, but the "rectification storm" has blown away, leaving nothing but chicken feathers on the ground, making the industry sigh.
After completing the "precision transfer", the production conditions of ceramic enterprises have taken on a new look
Behind the success of Foshan Ceramics:
Almost was "annihilated"
Looking at the governance context of the ceramic industry, Foshan and Zibo started almost at the same time. In the same historical period, they experienced the same governance process, but with completely different endings.
Obviously, Foshan is very successful.
“Dragon boat racing, auspiciousness flows continuously, and the ‘new’ fire of Nanzhuang is endless.” In December 2018, “People’s Daily” devoted a full page to the report “The Road to the Destruction of an Industrial Powerful Town” ”, introduces how Foshan Nanzhuang realized the transformation from a purely agricultural town to an industrial strong town and then to an ecological new city during the reform and opening up.
This is not the first time that the People’s Daily has mentioned Foshan’s ceramic industry. In a short period of time, Foshan Ceramics, which once suffered from "high pollution and high energy consumption", drove away pollution, strengthened the pottery capital, and realized the transformation of the ceramics industry from existing to excellent through "vacating the cage for birds" grow and become a "model student" in the wave of industrial transformation and upgrading in Guangdong.
But what is little known is that when the rectification of Foshan's ceramic industry just kicked off in 2007, Foshan Ceramics was almost wiped out by the devastating "one size fits all" rectification storm.
Data show that at that time, the ceramic industry, which accounted for 7% of the city’s total industrial output value, had a tax contribution rate of only 3%, energy consumption accounted for 20%, and dust emissions accounted for 90%. "The pollution was indeed very serious. At that time, there were many chimneys on Nanzhuang Avenue in Foshan, which blocked the sky and the sun. There was dust everywhere. After walking around outside, my hair and eyebrows were all white." Recalling the production scenes in the past, Old Yi Foshan ceramics people still have fresh memories.
Because of this, at the end of 2006, the main party and government leaders in Foshan at that time made the decision to start rectifying the ceramic industry, and they had a firm attitude: "It would be better to reduce the GDP of tens of billions every year than to reduce the environmental pollution in Foshan City. If we manage it well, we should give the people an ecological Foshan with blue sky, clear water, forests and green space.”
In July 2007, the Foshan Municipal Government officially issued the "Notice on Accelerating the Adjustment and Improvement of the City's Ceramic Industry", thus kicking off the rectification of Foshan's ceramic industry. It plans to reduce 80% of Foshan's ceramic industry within two or three years. ~90% of ceramic production enterprises have been transferred and eliminated.
As soon as the policy came out, it immediately caused an uproar in Foshan's ceramic industry. A number of ceramic companies that were operating normally were included in the "blacklist" for closure and relocation. Cheng Xiaoqin, who experienced and witnessed the process of renovating the ceramic industry in Foshan and was the head of the Foshan Huaxia Architectural Ceramics Research and Development Center at the time, recalled, “If we had followed the momentum at that time, basically all Foshan ceramic companies would have been axed.”
During this iron-fisted crackdown, a group of government officials, association representatives, entrepreneurs, experts and scholars actively worked to "preserve Foshan ceramics."
“The resistance we encountered at that time was very large because many people only saw ceramics‘Less tax, heavy pollution', few people realize that 'ceramics are Foshan's most resounding city card, ceramics make Foshan famous at home and abroad' brand communication and huge intangible assets. ” recalled a retired government official in Foshan City.
In the end, the questioning of the Foshan ceramic industry's rectification plan and the continuous appeal of the construction of the Foshan ceramic industry, and the Foshan Municipal Government fine -tuned the tough industrial governance policies in the past in 2008.
On April 16, 2008, the Foshan Municipal People's Government issued three policy documents for the rectification of the ceramic industry in the form of urgent documents: "Foshan Ceramics Industry Structural Adjustment Evaluation Guidance Plan", "Foshan Ceramics Industry Support and Excellence" "Several Policies and Measures to Support and Strengthen" and "Foshan Ceramic Industry Development Plan (2008-2015)" make a comprehensive and systematic plan for the future development of the ceramic industry.
This move is seen as a signal that the Foshan Municipal Government has changed from an iron-fisted rectification to a gentle rectification in the ceramic industry rectification storm, resolving a lot of confusion and helplessness caused by the iron-fisted rectification stick. Subsequently, a group of companies that met the "ten standards" for environmental management "escaped from death."
In 2010, the ceramics factory next to Nanzhuang Avenue was demolished. It used to be One of the most popular places for ceramics in Foshan
In 2009, after "vacating the cage and changing the bird", Foshan Ceramics' GDP and tax revenue increased instead of falling. The GDP of Nanzhuang, the "No. 1 Ceramics Town in China", increased from 6.2 billion yuan in 2006 to 10.2 billion yuan in 2009. The GDP energy consumption ratio dropped by 37%, and the daily average concentration of sulfur dioxide and nitrogen dioxide in the air dropped by 66% and 66% respectively. 56%, Nanzhuang people say goodbye to the embarrassment of "every time the wind blows, their faces are covered with dust". ”
Foshan has successfully transformed from a ceramic production base into a ceramic headquarters, exhibition, R&D, logistics and information base, realizing the industrial chain from low-end (processing, production, manufacturing) to high-end (design, R&D, exhibition, marketing, equipment and culture), and the 62 remaining ceramic companies have all achieved clean production. Their corporate strength and brand strength have become stronger and stronger, becoming the mainstay of the development of China's architectural ceramics.
Through the adjustment and upgrading of the ceramic industry, Foshan Ceramics’ independent innovation capabilities have been significantly enhanced, forming an extremely complete supply service supporting system and product design and R&D system. At the same time, it has gathered various talents in R&D, sales, planning, production, etc., and has been selected for many years in a row. "National Top 100 Regional Brand Value Ratings" and "Top 30 Manufacturing Regional Brand Value Ratings", ranking among the top five on the list.
At the same time, the golden signboard of "Foshan Ceramics" is getting louder and louder. In 2010, Lin Yuanhe, then secretary of the Foshan Municipal Party Committee, recalled in an interview that he had accompanied provincial leaders on an inspection trip to Africa. When he introduced himself as a Foshan official to an African leader, the African leader's eyes lit up, "Foshan I know your ceramics are very good.”
Today, "Foshan Ceramics" is famous all over the world and has a large number of talents. A group of outstanding companies and brands are accelerating their entry into the international high-end market, holding high the banner of industrial power.
After industrial adjustment, Foshan has successfully transformed from a ceramic production base into a ceramic headquarters, exhibition, R&D, logistics and information base. The signboard of "Foshan Ceramics" becomes brighter and brighter
Foshan and Zibo industrial adjustment
Experience and Enlightenment< /span>
While remembering the past glory of Zibo Ceramics Industry, the ceramic industry has repeatedly compared it with Foshan, and believes that the biggest reason why Zibo's industrial adjustment deviated from expectations is that "the government and enterprises lack effective communication, and the association does not play its role." Many well-known people in the industry told the "Ceramic Information" reporter that when the Zibo government rectified ceramics, many units or individuals who should have stepped forward remained silent. At the same time, the industry's power was scattered and lacked the ability to coordinate...
During the industrial adjustment period in Foshan, various small symposiums for government-enterprise exchanges were held continuously. Associations, enterprises, experts and scholars, and the media actively offered advice and suggestions, making Foshan's industrial adjustment from the initial simple and rough to gradually becoming more rational. and science.
In 2016, as soon as the "Zibo City Construction Ceramics Industry Precision Transformation Work Plan" was released, it exploded in Foshan, thousands of miles away. Many media people and industry celebrities wrote articles and comments, and many details in the "Plan" were obvious. Without reality, it is simply difficult to complete and realize.
For example, the "Precise Transfer Plan" clarifies that Zibo City will retain a production capacity of 200 million yuan in construction ceramics. By 2020, it will strive to cultivate more than 10 leading enterprises with main business income of more than 2 billion yuan, and 20 enterprises with main business income of more than 2 billion yuan. A key enterprise with over 1 billion yuan. This means that in five years, the total output value of the 30 supported ceramic companies will reach 40 billion yuan, and the production capacity of 200 million square meters will be retained, which is equivalent to the ex-factory price of ceramic tiles produced in Zibo at least 200 yuan per square meter. Compared with per square meter The national average ex-factory price of ceramics is 30 to 40 yuan, which is obviously unrealistic.
FollowThe "Enterprise Admission Plan for the Zibo Ceramics Industry Innovation Demonstration Park" released later was also criticized for having many unreasonable flaws. Looking back at the entire process of Zibo's construction and ceramics industry governance, it is precisely because the relationship between government and enterprises was not properly handled that one "out of touch with reality" plans were introduced one after another, which ultimately led Zibo's construction and ceramics industry into the wrong development track, gradually deviating from the original intention of industrial adjustment. Far.
In addition,In the process of "cutting overcapacity" and "environmental protection", Zibo is the most "turbulent" production area. Since 2008, Zibo Ceramics has experienced a nearly ten-year process. years of industrial adjustment. In the past ten years, Zibo has frequently introduced policies for the construction and ceramics industry. Many uncertainties have caused enterprises to hesitate in planning for the future. Investment confidence has been frustrated. Entrepreneurs have focused more on how to overcome the policy setbacks. The threshold of life and death. In the same "overcapacity reduction" process, it only took Foshan three years for the construction and ceramics industry to quickly get out of the painful period of transformation and enter the fast lane of development.
In March 2017, Zibo ceramic companies that completed the upgrading and transformation requirements gradually entered production status, but their former glory has not been restored. Gone never to return
Different from Zibo, the Foshan government's improvement in the ceramic industry is not only blindly "limiting production", but also paying attention to "guidance". The Guangdong Provincial Government has arranged 50 billion yuan in funds to support the upgrading and transformation of Foshan's ceramic industry, while the special funds raised by Zibo's municipal government at both levels are only 200 million yuan to support the closure and relocation of construction and ceramics enterprises.
However, some Zibo ceramic enterprises frankly stated that the enterprises wasted far more than this amount of funds due to duplication of investment caused by unclear policies.
An industry insider in Zibo once lamented that in response to the government’s industrial policy and repeated investment, companies have spent hundreds of millions of money. This money is enough to acquire one or two good Italian brands and hold several Home high-end equipmentManufacturers may bring in a group of top design companies to Zibo, but in the end the money only buys a group of "cheating" equipment, lays asphalt, and paints the walls, without any substantial improvement in the development of the enterprise.
The policy environment iteration period is coming
Government and enterprises should have more exchanges< /span>
Bao Jiejun, dean of Guiran Academy and chairman of Oceano Ceramics, once wrote that judging from the various environmental protection and related industrial policies that have been intensively introduced from top to bottom across the country in recent years, the building ceramics industry has entered a new stage. During the iteration period of the policy environment, the policy environment has become the biggest uncertainty factor in the development of the ceramics industry. The impact of the policy on many production areas has been devastating.
In this vigorous and successive industrial rectification movement, traditional ceramics production areas such as Jinjiang in Fujian, Zibo in Shandong, Jiajiang in Sichuan, Linyi in Shandong, and Zhaoqing in Guangdong have successively set off an "industrial rectification storm", leaving a large number of those who fell behind. Production capacity has been drastically eliminated. Some production areas have been revitalized and vibrant through industrial rectification, while other production areas have rapidly declined and declined.
Jiangxi Gao’an is a model of a successful emerging production area in China in the past ten years.
What is so dangerous is that around 2013, Gaoan had differences between urban construction and the development of traditional industries such as ceramics. In addition, People's Daily Online exposed the disorderly discharge of wastewater from many ceramic companies in Gaoan in graphic and text format. , solid waste residues were piled up in an disorderly manner, which aroused widespread concern among netizens and outside the industry. Public opinion was in an uproar, and calls for "cutting off the ceramic industry" rose accordingly.Gao'an Ceramics faces "life and death". However, Yuan Hegeng, the then mayor of Gao'an (now secretary of the Gao'an Municipal Party Committee), withstood the pressure from all parties, worked hard to protect the ceramic industry, and actively guided the Gao'an production area to practice green environmental protection and scientific development, making Gao'an now a domestic county-level production area. Among them, it is the largest achievement and brilliance with the most development vitality and potential.
Jiangxi Gaoan production area has come from behind and is known as the most dynamic and potential Ceramics Producing Area
Same industrial adjustment, different endings, the experiences and lessons of success and failure are thought-provoking.
Indeed, during the past decades of extensive development, many ceramic-producing areas have been flooded with sewage, billowing black smoke, and a thick smell of sulfur in the air, seriously affecting the daily lives of surrounding residents... because Ceramics are seriously polluted. Ten years ago, villagers in Yangzhai Town, Zichuan District, Zibo City described their home as "walking with squinting eyes, eating with the bowl protected, grinding with an umbrella."
In recent years, the "environmental protection storm" has violently hit major ceramic production areas across the country. The concept of environmental protection has become more and more popular among the people. However, many ceramic enterprises are lucky and content with the status quo. The production methods and The level of environmental protection remains unchanged. Because of "low taxes, heavy pollution, high energy consumption, and poor image", they have become the first targets of "rectification" by local officials in the face of environmental protection.
In Zibo in 2016, there existed such a fragmented and dilapidated village-run enterprise: it produced crude and inferior wear-resistant bricks. The products were tied with straw ropes and stacked in the open air. By controlling production costs to the extreme, It has "miraculously" survived for thirty years. Regardless of industry changes and market reshuffles, it has remained unchanged. But in the "precise transfer" in 2016, it was eliminated by the "visible hand" of the Zibo government.
There are many factories like this across the country. They sacrifice the environment, produce a bunch of inferior and cheap products, assume very little social responsibility, and defraud the country and consumers.
Many ceramic enterprises even go against the rules when it comes to environmental protection reforms. The reason is that the enterprises have limited strength and cannot devote enough funds to control pollution. However, in the era of huge profits where "presses are money printing machines", they make a lot of money. They spend a lot of money on real estate at home and abroad, spend a lot of money on high-end hotels and nightclubs, but spend nothing on environmental protection renovation, social responsibility and other aspects.
The environmental debt that has been owed for more than ten years must be paid back sooner or later! In the context of "supply-side reform", it is very necessary for production areas and industries to vigorously eliminate such enterprises.
But what is regrettable is that in the process of “cutting overcapacity” in many production areas, due to the lack of correct and comprehensive understanding of the ceramic industry by some government leaders, especially the top leaders, coupled with the communication between government and enterprises, Insufficient communication leads to crude, dogmatic and lack of flexibility. While cutting off a number of backward production capacities in a "one-size-fits-all" manner, it also cuts off a number of outstanding enterprises, ruining the future and hope of a production area.
At the same time, due to decades of environmental abuses, ordinary people, local governments, and even many ceramic practitioners have subconsciously labeled ceramics as "highly polluting". But in fact, "there are only polluting companies, not polluting industries." The successful experiences of outstanding production areas such as Italy, Spain, and Guangdong fully prove that as long as environmental protection management is in place, ceramic clusters can also achieve "green mountains and green waters" , blue sky and white clouds."
On September 12, 2019, the Ministry of Industry and Information Technology announced the fourth batch of green manufacturing lists. There are 7 companies in the ceramics industry on the list. As of now, there are 18 "green factories" in the ceramics industry. This once again proves that the ceramic industry can also achieve green and intelligent manufacturing.
Looking at the industrial development experience over the past few decades, it is not difficult to find that cultivating an industry not only requires the perseverance and determination of "sharpening a sword for ten years", but also requires the efforts of several generations. However, destroying an industry only requires Day and night. From the perspective of the industry, in the process of industrial rectification and "reducing overcapacity", administrative officials should take off their colored glasses, communicate more with construction and ceramics companies, think more, and be more rational. At the same time, enterprises should also actively practice green development and fulfill social responsibilities, and the government and enterprises should work together to jointly promote the historical mission of China Building Ceramics to achieve the great rejuvenation.
