Report publisher: CICC Qixin International Consulting, "2024-2030 Global and China Ceramic Sanitary Ware Market Size Research Report (Industry Chain, Market Share, Major Manufacturers and Regional Analysis)".
CICC Enterprise Credit International Consulting Related Report Recommendation (2023-2024).
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1) The development status of the ceramic sanitary ware industry: ceramic sanitary ware generally refers to sanitary ceramics and bathroom products, which refers to the daily hygiene activities such as drowning, bathing and washing for residents. Ceramic sanitary ware mainly includes sanitary ceramics and sanitary ware, sanitary ceramics mainly cover toilets, squatting toilets, urinals, etc., and sanitary ware mainly includes basins, shower rooms, bathtubs, etc.
The modern ceramic sanitary ware manufacturing industry originated in countries such as the United States and Germany in the mid-19th century. After more than 100 years of development, the development technology of sanitary ware in Europe and the United States has gradually matured, and the management and technical level are at a high level. Since 2000, China's sanitary ware industry has ushered in a period of rapid development, product output and quality, design level and process level have been rapidly improved, and products have gradually been favored by consumers at home and abroad.
China's sanitary ware industry emerged in the 70s of the last century, mainly through three stages: start-up, rapid development and steady development. The initial stage was from the 70s to the mid-90s of the last century. At this stage, foreign brands such as American Standard, Kohler and TOTO have entered the Chinese market, relying on technical advantages and brand advantages in coastal areas of high-end hotels, high-end office buildings, high-end residential use in large quantities, become synonymous with high-end, China's sanitary ware industry has just started, local sanitary ware has not yet formed large-scale production, product category list.
First, the production efficiency is low, mainly for the low-end market.
The rapid development stage is from the mid-90s to the early 21st century. At this stage, the production and sales of sanitary ware in China have grown rapidly, and at the same time, people's requirements for a clean and comfortable experience in the bathroom have been further improved, and the bathroom products have shown diversified and personalized characteristics, and the overall market has shown a rapid growth trend. At the same time, many local sanitary ware companies have also developed and risen, but there has not yet been a national local brand, and the main service object is the low-end market. While occupying the high-end market, foreign brands have also begun to gradually penetrate into the mid-range market.
Since 2013, the country has continuously optimized and adjusted the industrial structure, promoted the deepening of supply-side structural reforms, encouraged the traditional manufacturing industry to carry out industrial optimization and upgrading and strategic transformation, and shifted from "Made in China" to "Made in China". Since then, the bathroom industry has accelerated the reshuffle and entered the stage of brand centralization, and a number of local bathroom brands such as Wrigley, Huida, Jiumu, and Zhongtao have gradually developed into national brands, and funds, talents, technologies, channels, and ecological chains are moving closer to the head manufacturers, and the entire market has gradually entered a relatively benign stage of development. On March 10, 2014, the China Building Materials Federation and the China Building and Sanitary Ceramics Association jointly issued the "Guiding Opinions on the Merger and Reorganization of the Building and Sanitary Ceramics Industry". The document pointed out that through mergers and acquisitions, by 2015, the industrial concentration of the top 10 enterprises in building sanitary ceramics reached 20%; By 2020, it will reach 40%, forming 3-5 large enterprise groups of building and sanitary ceramics with complete industrial chains, core competitiveness and international influence, and driving the transformation and upgrading of the whole industry. With years of technology accumulation and market development, local brands have gradually marched into the mid-to-high-end market, forming a head-to-head confrontation with the gradually sinking foreign brands, and the market competition tends to be fierce.
2) The current situation of the market size of sanitary ceramics in China: According to the statistics of CICC Qixin and the National Bureau of Statistics, the total operating income of China's sanitary ceramics enterprises above designated size in 2021 and 2022 will be about 8549.9 billion and 792With 5.8 billion yuan, the scale of China's sanitary ceramics market is large.
Analysis of the current situation of the total operating income of China's sanitary ceramics enterprises above designated size from 2012 to 2022
Data collation: CICC Enterprise Credit International Consulting.
3) China's sanitary ceramics market prospects: the market development of the sanitary ware industry is closely related to the downstream demand, mainly affected by the national economic development and residents' income level, urbanization process, real estate market development, completion of continuous recovery and replacement demand and other factors.
Sustained economic growth and continuous improvement of residents' disposable income: Since the reform and opening up, China's economy has continued to maintain rapid growth, the total economic volume has continued to increase, and the people's living standards have been improving day by day. According to the National Bureau of Statistics, China's GDP grew at an annual rate of more than 8% from 2008 to 2011. Since 2012, GDP growth has slowed down, but it has also remained at 6The rapid growth rate of more than 6% is good, and the overall economic development situation is good. From 2020 to 2022, due to the severe and complex domestic and foreign environment, especially the severe impact of the new crown pneumonia epidemic, the GDP growth rate fluctuated, but it still maintained a rapid growth trend, with an average GDP growth rate of 7 in three years14%γ
With the rapid development of China's economy, the per capita disposable income of urban residents has continued to grow since 2008. Due to the large population base in China, the improvement of per capita consumption capacity will give rise to a larger bathroom market.
There is still a lot of room for urbanization: as of the end of 2022, the urbanization rate of China's permanent population was 6522%, an increase of 050%, well below the average of 80% in developed countries. Because of this, there is still a lot of room for development in China's urbanization level. The continuous improvement of the level of urbanization will enable more farmers to increase their income through the transfer of employment, and enjoy better public services through the transformation of citizens, so that the urban consumer groups will continue to expand, the consumption structure will continue to upgrade, and the consumption potential will continue to be released.
The orderly development of the real estate market: the development of the domestic bathroom industry is closely related to the development of the real estate industry, China's first in 1999 to gradually promote the reform of the housing system for urban residents nationwide, this policy has greatly promoted the rapid development of the domestic real estate and construction industry. In the past ten years, the construction and sales area of commercial housing and affordable housing have increased significantly, which has directly formed a huge demand for ceramic bathroom products.
Since 2000, with the continuous change of the macroeconomic situation, the real estate policy, as an important macroeconomic control tool, has also experienced many rounds of complete "tightening-relaxation" changes, showing a certain periodicity, and the sales area of China's commercial housing has also shown different growth rates under the effect of regulation and control. Since 2016, supply-side reform and financial risk prevention have become the main line of macro policies, adhering to the concept of "housing for living, not speculation", and the sales area of commercial housing has gradually increased due to the city's policy of regulation and control.
In 2022, the real estate industry will experience in-depth adjustments, with a significant year-on-year decline in the sales area of commercial housing across the country, and housing prices in various regions will continue to be under pressure; In order to promote the healthy development of the industry, ** and local governments have introduced a number of policies from both the supply and demand ends to improve the liquidity of real estate enterprises, support reasonable housing demand, and stabilize market expectations; With the support of a series of factors, the commercial housing market is gradually showing signs of bottoming out and stabilizing.
Product replacement demand: The large-scale construction of new houses in China's cities and towns is concentrated after the housing reform in 1998, and the substantial increase in the completed area is concentrated in the decade from 2009 to 2019.
In addition, in order to protect people's livelihood, stabilize investment, and stimulate domestic demand, the transformation of old communities was first mentioned by the state in 2015, and 15 city pilots were launched at the end of 2017, and in 2018, the Ministry of Housing and Urban-Rural Development and the Ministry of Finance jointly issued the "Notice on Doing a Good Job in the Renovation of Old Communities in 2019", which included the transformation of old communities into the urban affordable housing project, and at the beginning of 2020, the Prime Minister proposed to promote the transformation of old communities on a large scale. It is expected that the renovation of old residential areas will begin this year or be on a large scale. In September 2021, the National Development and Reform Commission (NDRC) and the Ministry of Housing and Urban-Rural Development (MOHURD) issued the Notice on Strengthening the Construction of Supporting Facilities for the Renovation of Old Urban Communities. The replacement demand brought about by the secondary decoration of the home is also an important factor affecting the demand for ceramic bathroom products and ceramic tile products.
To sum up, affected by the slowdown in the growth of the real estate industry, the output of China's sanitary ceramics industry and the total operating income of China's sanitary ceramics enterprises above designated size will decline in 2022, but China's urbanization still has a large space for development, and the demand for the upgrading of sanitary ceramics in stock houses still exists. With the further improvement of consumers' pursuit of a better life, the sales of intelligent sanitary ceramics represented by intelligent toilets are expected to achieve rapid growth.
4) China's sanitary ceramics product export scale: the main customers of China Ceramics Co., Ltd. are overseas customers, and the main market is the overseas market. China's sanitary ware exports can maintain steady growth from 2016 to 2021, on the one hand, the export of sanitary ware is not affected by the international situation, and more importantly, China's sanitary ware products have absolute competitiveness in the international arena with the advantage of high quality and price.
In 2020, the epidemic hit the global sanitary ware industry, and in 2021, China's sanitary ware industry took the lead in recovery, and exports achieved restorative growth, with a number of data hitting a new high in recent years. In addition, as China's sanitary ware is mainly exported to Europe and the United States and other countries, destination countries and regions will be affected by factors such as soaring inflation and a downturn in the real estate market in 2022, and consumer willingness will be suppressed. Therefore, in 2022, China's sanitary ceramics export volume will be 10.7 billion pieces, down 296%, with an export value of 94$3.5 billion, down 448%γ
Data collation: CICC Enterprise Credit International Consulting.
In terms of product unit price, with the rise of new domestic products and national brands, it has broken the pattern of foreign brands occupying the sanitary ware market for a long time for many years, and a new market order is being established. The above factors have increased the technical content and product premium of China's sanitary ceramic products, and the export unit price has continued to increase, with the average unit price from 41 in 2014$72 pieces**88 by 2022$47 pcs.
5) China's sanitary ceramics products export market prospects: sanitary ceramics export market demand and the development of overseas real estate industry is positively correlated, and the development of the real estate industry is mainly affected by macroeconomic development, urbanization level and other factors. For developed countries such as Europe and the United States, the degree of urbanization has been at a high level, and the real estate industry is more affected by macroeconomic development at this stage. According to CICC statistics, in 2021 and 2022, the U.S. economy will grow by 59% and 21%, the growth rate of the European economy is 53% and 35%γIn 2023, the GDP growth rate of the United States and Europe will be 16% and 08%, the economy of developed countries such as Europe and the United States is still in a sustained growth trend. Although affected by inflation, real estate market downturn and other factors in the short term, consumers' willingness to consume has been suppressed to a certain extent, but the demand for sanitary ceramics in developed countries such as Europe and the United States is still relatively large.
In addition to the above-mentioned developed country markets, with the continuous advancement of the urbanization process of emerging market countries represented by ASEAN and other Belt and Road countries, the construction of real estate and supporting municipal infrastructure such as residences, hotels, guesthouses, office buildings, office buildings, etc., as well as the improvement of people's living standards, the demand for sanitary ceramic products has also continued to grow.
6) Industry development trends:
Intelligent products have become a new preference of consumers: with the development of science and technology and the further improvement of consumers' pursuit of a better life, the intelligent level of sanitary ware and home furnishings has been continuously improved, and the popularity of intelligent bathroom products has become higher and higher. According to the statistics of CICC Qixin, from 2018 to 2022, the sales volume of the domestic smart toilet market will be 1.2 million units, 1.47 million units, 2.05 million units, 2.09 million units, and 2.57 million units, respectively, with a compound annual growth rate of 2097%γ
At this stage, the demand for smart bathroom in China's consumer market is mainly concentrated in smart toilets, smart showers, smart bathtubs and other products, with the launch of new technology products such as smart faucets, smart bathroom mirrors, smart lighting control systems, etc., the functions of smart bathroom products will continue to improve, bringing a more humanized and more convenient experience to people who pursue a high-quality life. In the future, smart bathroom products will be deeply integrated with the whole house smart home and become an indispensable part of it.
The degree of production automation continues to improve: green manufacturing, intelligent manufacturing is the only way for industry iteration, with a number of digital and intelligent technology and equipment have come out, to replace manual with automated equipment, to replace non-intelligent equipment with intelligent equipment will be gradually realized, among them, with the help of cloud computing, big data, industrial robots, mobile Internet and other technologies, building sanitary ceramics enterprises can better realize personalized flexible customization, intelligent warehousing, intelligent logistics, the construction of automatic production lines, and gradually to" unmanned factory" development.
At present, in the glazing link in the production process of building sanitary ceramics, large and medium-sized sanitary ceramics enterprises have gradually established a manipulator glazing production line, with manipulator assisted production, in addition to allowing operators to stay away from glaze spraying equipment, reduce the harm of dust, greatly improve the operating environment, but also improve work efficiency, ensure the consistency of products, and achieve assembly operations more efficiently.
Bathroom products tend to be integrated production: China's traditional housing is mainly rough houses, complex and changeable, and has not formed a unified construction standard. The whole bathroom is the bathroom assembly scheme that integrates the ceiling, chassis, wall panels, sanitary ware and all bathroom accessories and facilities, and has the characteristics of high installation efficiency, high space utilization, clean and dry, long service life, environmental protection and safety compared with the traditional decoration scheme.
According to the "13th Five-Year Plan" prefabricated building action plan issued by the Ministry of Housing and Urban-Rural Development, the state clearly requires that the proportion of prefabricated buildings in new buildings in the country should reach more than 15% by 2020, of which more than 20% will be promoted in key areas. Therefore, driven by policies and the advantages of the whole bathroom itself, the penetration rate of the whole bathroom continues to increase, and it is expected that the scale of China's complete bathroom market will exceed 10 billion yuan in 2022.
Industry concentration continues to increase: For a long time, the pattern of low concentration and high decentralization of China's building and sanitary ceramics industry is not conducive to the sustainable development of the industry. However, as the domestic economic growth enters the new normal, the structural adjustment of the building and sanitary ceramics industry has become an obvious trend. In recent years, with the gradual extension of domestic and foreign brand product lines to the low-end market, market competition has intensified, and some enterprises in the industry lack independent brands, backward channel construction and weak technological innovation capabilities have withdrawn in the fierce market competition, while high-quality building sanitary ceramics production enterprises have expanded their market share through unique brand marketing strategies, high-frequency product updates and iterations, and all-round channel upgrades, and the problem of overcapacity has been solved to a certain extent.
At the same time, due to the low-end market, China's building and sanitary ceramics industry is mostly small and miscellaneous, equipment technology is backward, it is difficult to meet the environmental protection standards of the industry, in response to this phenomenon, the provinces have introduced environmental protection policies to standardize. With the further standardization of industry standards in the future, it will continue to promote the survival of the fittest of enterprises in the industry, and the industry concentration will be further improved.
The new retail model brings new experience to consumers: With the further deepening of consumption upgrading, consumers pay more and more attention to the experience and feeling of the consumption process, and the "new retail" model of online and offline integration has become a new product born in the context of this era. Compared with the traditional offline model, the new retail model can use big data to more accurately control consumers' purchase behavior and real needs, and compared with the pure online model, it makes up for the shortcomings of the shopping experience and provides consumers with real shopping scenes.
At the same time, with the development of 3D cloud design system, VR and other technologies, customers can DIY bathroom space in the shopping process and choose their favorite style collocation, which will further promote the mature development of the new retail model of building and sanitary ceramics enterprises and the process of landing new retail smart stores.
This report is divided into four parts with a total of ten chapters, historical data from 2019-2023, **data from 2023-2030:
1. Overview of the Ceramic Sanitary Ware Market.
Report on the statistical scope, product segmentation and industry background, development history, current situation and trends, etc.
2. Global Ceramic Sanitary Ware Overall Scale Analysis.
Global overall size (capacity, production, sales, demand, sales revenue, etc., 2019-2030).
3. Global & China Market Share Analysis of Key Manufacturers.
The global competitive analysis of major manufacturers of ceramic sanitary ware, mainly including the analysis of ceramic sanitary ware sales, revenue, market share, production area and industry concentration.
4. Global Ceramic Sanitary Ware Key Regional Analysis.
Global (North America, Europe, China, Japan) Ceramic Sanitary Ware Key Regional Analysis, including Sales Volume, Sales Revenue, and Others.
5. Global Analysis of Key Manufacturers of Ceramic Sanitary Ware.
The basic information of the main manufacturers of global ceramic sanitary ware, including company profile, ceramic sanitary ware product specifications, market application, sales, revenue, ** and the latest developments.
Chapter 6 Analysis of Ceramic Sanitary Ware by Product Type.
Global sales, revenue, ** and share of ceramic sanitary ware by different product types.
Chapter 7: Analysis of Ceramic Sanitary Ware by Application
Global sales, revenue, ** and share of ceramic sanitary ware for different applications.
8. Upstream Feedstock and Downstream Market Analysis.
Industrial chain, upstream and downstream analysis, sales channel analysis, etc.
Chapter 9: Industry Development Opportunities and Risk Analysis.
Growth drivers, development opportunities, risks**, and more.
Chapter 10: Research Findings and Conclusions of CICC Enterprise Credit International.
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