简述中国&美国瓷砖市场

 
     
CHINA& USA CERAMIC TILE MARKET BRIEF SUMMARY

汉贝托Humberto Valles

广东新风景陶瓷有限公司（ICC瓷砖）总经理

InDesign创意总监    InDesign Creative Director

美籍墨西哥人   ICC General Manager

       在上周的文章里，我提到了中国装修市场上瓷砖产品使用的一些重要数字，其中2013年年底陶瓷产品的使用率达到了75%。

       我们将这个数据作为参考！

       要了解美国陶瓷行业，最重要的是瓷砖类产品在地面装饰市场所占的份额。目前在地面用材上，瓷砖的消费比例已经低于10%，不再是我上周提到的20%。这个数字比世界上绝大多数国家都低。

       在意大利瓷砖市场占有率为60%，在西班牙更高，接近80%。欧洲国家的平均消费率是27%，这已经超过美国3倍了。当然，这个百分比只是用来参考，你还要考虑市场规模的大小。举个例子：美国9%的市场份额可比波兰27%的市场份额要大得多。

       造成这种差距的主要原因是地毯，它占据了美国将近50%的市场份额，而在其它市场很难达到这么高的数字，因为地毯通常都被视为一种较奢侈的装饰材料。在意大利，地毯只占地面装饰材料消费量的1.5%。

       瓷砖，作为世界上最古老的地面装饰材料类型，从欧洲到亚洲都是更为传统的装饰材料，在南美也如此。与其它国家相比，瓷砖在美国的低市场占有率是一个显著差异。在新涌现的市场如俄罗斯、巴西、印度和中国，它们的市场增长基于自然发展和拥有更好经济状况的中产阶级的发展，而在美国增长则来源于消费者的意愿，这需要不同手段打开通向市场之门。

       美国对瓷砖产品的低消费，使得销售不仅仅是把产品放到店内那么简单，你需要说服消费者在多种地面装饰材料中选择瓷砖。瓷砖还没能通过设计、价格、性能、安装成本、维护、价值，以及对消费者来说不是那么重要的环保故事等等来充分体现自己的说服力。

       所以这带来很多的挑战。比如说到安装成本，复合板、地毯以及其它的地面装饰更便宜。瓷砖的安装铺贴则更复杂，对于专业技能也有一定要求。但在维护和性能方面瓷砖获得不少的加分，它能为家居带来附加值，所以从长期使用来说是好的。

       另一个重要方面，要归功于了不起的瓷砖创新者和喷墨技术，令瓷砖的设计能力基本上达到了无限。木纹、大理石、石材，都可以更轻松地被仿制甚至被超越。

       此外，还有一个因素：美国倡导本土制造，从保护美国就业到绿色环保产品等原因。尽管这个主张能够推动对美国本土制造产品的购买，但是美国市场上三分之二的产品来自国外，要通过本土瓷砖生产来满足市场需求是一个棘手的难题。 无论怎么说，回报潜力都是巨大的。

       如果美国市场的瓷砖消费从9%增长到18%（同样比很多其它国家要低，甚至低于加拿大），意味着销售增长将达到15亿美元，90亿人民币，这也是为什么美国市场如此具有诱惑力。

       我们都知道中国是一个巨大的瓷砖市场，但是这里生产的很多产品都是低端入门级别的，新涌现的中产和更高阶层正在寻求更好的、更高端的、可以彰显身份的产品。这也是为什么中国对于那些大的，特别是来自意大利和西班牙的出口商变得极其重要。

        5年前，美国对于这些生产商来说是最关键的增长市场，但是经济的下滑让这一切努力陷于停滞。但今天看来很多瓷砖生产商又把视线投回美国，带着新的乐观情绪，他们开始重新专注于美国市场。

（翻译：耿海波）

In the article of last week, I mentioned some important numbers about ceramic tile penetration for new building decoration in China, reaching almost 75% at the end of 2013.

We will use this information as a reference!

The single most important thing to know about the USA Ceramic Tile Industry is its share of the flooring market. Currently the USA flooring consumption of Ceramic Tile is at a little less than 10% and not 20% like I mentioned last week. This number is a lot lower than most other nations around the globe.

In countries like Italy the ceramic tile market share is at almost 60% and in Spain is even higher at levels close to 80%. The average consumption for Western European countries is 27% already 3 times more than the USA.

Keep in mind that the % percentages are just for reference and you also need to take in consideration the Size of the market. As an example: 9% market share in USA may be much bigger than 27% in Poland.

The main reason for this disparity is carpet, which accounts for almost 50% of all the flooring market in the USA while in other markets has not achieved this high number because carpet is often considered more of a luxury decoration item. In Italy for example carpet accounts for only 1.5% of the total flooring consumption volume.

Ceramic Tile which is technically the oldest flooring category in the world is more a traditional decoration item in markets starching from Europe to Asia and it is also very important in South America. Ceramic Tile low share of the USA flooring market is a critical differentiator between America and other nations because while growth in emerging markets like Russia, Brazil, India and China is based on organic growth and the development of a more robust middle class that is in better economic condition, in the USA is more of a consumer desire and that opens the door to different approaches in the market.

The lower tile consumption makes the issue in the USA not just about getting product to the stores but also convincing consumers to choose tile over other flooring types. Ceramic Tile has not make a case for itself through design, price, performance, installation costs, maintenance, value and not the very important factor of its environmental story.

So, this gives tile a lot of challenges, for instance, laminates, carpet and other flooring options are less expensive, especially when you factor in the installation costs. Also tile installation can be complicated and require a certain level of expertise. However tile scores big in terms of maintenance and performance and it also adds value to the home, so it is a good long term investment.

Another important thing to mention is that thanks to all the great tile innovators and the digital technology tile design capabilities are almost unlimited. Wood, Marbles, Stones can be easier than ever be duplicated and even improved.

There is also another factor: The made in America proposition for reasons ranging from keeping American jobs to green environmental products. There is definitely a movement to buy made in USA products and with two thirds of products coming from foreign production that is a tough hurdle for tile to overcome. However the potential pay-off is huge!!!

If the USA consumption increases from 9% to 18% (Which will still be lower than many other nations even Canada) that would mean an additional 1.5 Billion USD or 9 Billion RMB in additional sales and that is why the US market is soooooooooooo attractive!

We all know that China is a huge ceramic tile market but a lot of commodity tile is produced here in the growing middle and upper classes are seeking the better and prestige associated with higher end products that is why China has become extremely important for all the big exporters particularly from Italy and Spain.

Five years ago the USA was the key growth market for these producers, but the economy slump stalled all the efforts. However it looks like many tile manufacturers are now looking back at the USA with renewed optimism and they are starting to refocus their initiatives in America.