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意大利建筑陶瓷产品生产贸易和市场分析二
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| (发布日期:2007-2-12 22:00:50) |
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意大利瓷砖产品样式、质量响誉全球，牢牢占据世界高档产品市场。其中以“Ce--ramic Tiles of Italy”标识出口的量占全球国际贸易的37％。欧洲是意大利瓷砖的主要出口地区，以德国（7070万平方米）和法国（5690万平方米）最大。在美洲（6540万平方米），尤其在美国，意大利瓷砖是市场的主宰。在中欧、东欧和拉丁美洲市场也是强势甚至在扩张。亚洲、非洲和澳大利亚的一些重要工程采用意大利瓷砖。2002年与2001年的主要市场变化有：增长最快的地区是澳大利亚、美国、俄罗斯、瑞典、英国减少最多的地区是波兰、葡萄牙和德国。
意大利陶瓷行业的成功可归结到很多因素，本地消费者的要求高，迫使厂家不断创新，同时，厂家对消费者的需求洞悉入微，总能向高端市场提供热销的产品。在意大利新产品新工业推广迅速，工厂不断地提升技术优势。另外，意大利厂家成功解决了其最大劣势--劳动力成本高，一次烧成使劳动力减少60％。另外，相关行业成龙配套，为其技术创新和降低成本提供了保障。2002年意大利建筑陶瓷的平均生产成本为8．84欧元／平方米，其中，制造成本占57．58％，管理成本占22．51％商业成本占19．91％。各种产品的制造成本如下表所示。
意大利各类建筑陶瓷平均制造成本（2002年欧元／平方米）
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1998 |
1999 |
2000 |
2001 |
2002 |
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重烧砖 |
4.41 |
4.54 |
4.61 |
4.67 |
4.80 |
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红坯单烧砖 |
3.64 |
3.64 |
3.76 |
3.77 |
3.92 |
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白坯单烧砖 |
4.56 |
4.74 |
4.77 |
4.73 |
4.62 |
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上釉瓷质砖 |
5.24 |
5.22 |
5.35 |
5.30 |
5.46 |
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无釉瓷质砖 |
5.24 |
5.25 |
5.50 |
5.56 |
5.75 |
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其他 |
4.30 |
3.84 |
3.97 |
4.33 |
4.50 |
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平均 |
4.58 |
4.60 |
4.82 |
4.90 |
5.09 | 魏恒勇译自
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The trademark for the Italian ceramic industry worldwide
For more than thirty years, the Ceramic Tiles of Italy label has been promoting the image and content of the Italian ceramic industry in foreign markets. It stands for tradition, quality, innovation and creativity. As the institutional image of the Italian ceramic industry, the label safeguards the reputation and promotes awareness of Confindustria Ceramica member companies and their products through a range of activities, including participation in trade shows, promotional and advertising campaigns and institutional events, initiatives that aim to support the activities of the individual companies in international markets.
Ceramic Tiles of Italy embodies the will of the Italian ceramic tile industry to promote the awareness and esteem of Italian ceramic tiles amongst international users, to elevate the status of these products from mere building materials to fully-fledged furnishing elements capable of enhancing the value of the projects in which they are used.
The Italian ceramic tile industry enjoys an unrivalled world leadership position, accounting for 13% of world and 43% of the European Union's tile production. The sector has 225 companies, 29.084 employees and an output of 570 million square metres. But the Italian companies are also looking to the future. Investments are 5,20% of turnover, confirming the Italian ceramic industry's commitment to carry on its supremacy into the new millennium. These results are built on the Italian ceramic tile industry's tradition, constantly fuelled by technological innovation and product developments. The breadth of the product range meets the market's requirements both for innovative products and for more traditional products, whatever their application. These efforts have been amply rewarded in the international marketplace, to which the Italian tile industry exports 70% of its total sales. Exports alone generate more than 3,86 billion euro and together with domestic sales bring total turnover to more than 5,37 billion of euro.
The unmistakeable style, taste and quality that are the hallmarks of Italian ceramic tiles enjoy unmatched esteem and admiration the world over. Indeed, Italian tiles alone account for 35% of all international trade in ceramic tiles. Europe is the main outlet for Italian ceramic tiles, France and Germany being the largest and most consolidated foreign markets in this continent. Italian tiles also have a commanding position in the Americas, particularly in the USA where Italy is a market maker. Italian tiles also enjoy a strong - and in some cases expanding - presence in Central and Eastern European markets and in Latin America, while a number of prestigious contracts have been secured in Asia, Africa and Australia, testifying once again to the outstanding reputation enjoyed by Italian products worldwide.
Product and process innovation has always been a characteristic feature of the Italian ceramic tile industry. It is the result of research activities conducted in the laboratories of individual companies backed up by the joint efforts of organisations and institutions such as the Centro Ceramico di Bologna, the University of Bologna and the University of Modena and Reggio Emilia, which through cooperation with national research organisations (CNR and Enea) contribute to the creation of a network capable of supporting the entire ceramic industry.
An essential factor for maintaining productive efficiency lies in the investments that the Italian ceramic industry channels each year into technological innovation. In the year 2001 alone, the ceramic tile manufacturers set aside more than 300 million euro for maintaining existing plant and purchasing new technologies with the precise aim of achieving the highest levels of automation and optimising the entire production process at a world level.
In recent years the investments made by the Italian companies in the sector have accounted for between 6 and 10% of total turnover. This has contributed to the growth of the production system and has consolidated the Italian ceramic industry's excellence at a world level. As a consequence of this unceasing quest for technological innovation, Italy has always been the country where new product types first develop. This was the case with monocottura in the 1980s, and the process has now repeated itself with porcelain tile, the latest product innovation developed during the 1990s.
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