In 2012, the ceramics industry faced its slowest growth in over a decade, marking one of the most challenging years for many companies. In 2010, the sector saw growth rates above 30%, and in 2011, it was around 20%. However, by 2012, the annual output value had dropped to just 6.6%, the first time in years that growth fell below double digits. The tile industry, which once grew at rates of 14%, 17%, or even 18%, saw its growth plummet to around 3%—a sharp decline. Despite this, profits and taxes continued to rise significantly, with some companies reporting growth of more than 20% or even 30% annually. However, not all segments were performing well: hygiene ceramics showed minimal growth, while hardware and faucet accessories experienced negative growth. Many sanitary companies reported losses, with over 20% operating at a deficit. Small and medium enterprises (SMEs) struggled more than larger firms, which managed to maintain stable profits. Companies like Xinzhongyuan, Nobel, and Marco Polo saw steady improvements after making internal adjustments.
According to industry analysis, 2013 is expected to bring a “moderate rebound.†Market polarization is becoming increasingly evident, with large brands gaining more market share each year. For example, Nobel achieved sales of 40 billion yuan the previous year and 50 billion yuan in 2012, with continued growth expected. Some companies have reached sales of 80 or even 100 billion yuan, showing a clear trend toward industry concentration. Smaller players are either adapting by focusing on niche markets or struggling to survive. While low-end products still have a place due to demand from lower-income groups and affordable housing projects, not all companies can meet these requirements. This creates a competitive landscape where only the strongest can thrive.
A survey conducted by the association in 2012 revealed that the proportion of engineering sales has been increasing, while retail sales have declined. E-commerce is also growing rapidly, with some small businesses relying heavily on online platforms. Large companies have already embraced e-commerce, but this shift poses challenges for traditional dealers in the future.
Exports performed well in 2012, with the national average exceeding 26%. Ceramic tiles, in particular, saw an increase in export volume, though the growth rate remained modest at around 6%–8%. Export values rose by 3.3%, and anti-dumping measures helped drive industry progress. Although the EU raised tariffs by 40% last year, leading to a 20% drop in exports to the region, prices doubled, showing that higher-quality products could still succeed. Through structural adjustments, the industry has become more efficient, with better products dominating the export market. The association is pushing for a reduction in the export of energy-intensive and resource-based goods, but without concrete policies, the situation may worsen.
Sanitary ware exports declined by about 10%, although product quality improved. China's low-end products are becoming less competitive, while high-end products struggle to gain traction in foreign markets. As a result, many companies are shifting their focus to the middle-tier market. Rising labor and raw material costs have made it harder for Chinese firms to compete in low-end manufacturing, prompting many to move production to countries like Vietnam and India.
This year’s hiring trends may see a slight increase compared to last year, as some companies previously avoided hiring due to economic downturns. However, labor shortages are now emerging, with wage increases being necessary to attract workers. The industry faces a serious challenge in finding skilled labor, especially in sectors like sanitary ware, where younger generations are reluctant to take on manual jobs. With the decline of labor subsidies, low-value industries must adopt automation and smart technologies to remain viable.
Energy-saving and emission-reduction initiatives are shaping the future of the ceramic industry. The association has long advocated for sustainability, and recent regulations have made it a key factor in business survival. Over 90% of the companies eliminated in the past were due to environmental issues, and this trend is expected to intensify. With PM2.5 becoming a major concern, the industry will face stricter regulations under the "Thirteenth Five-Year Plan." Ceramics, along with cement, are among the six industries targeted for elimination. While the sector remains significant, companies that fail to meet energy and emission standards risk being phased out. Distributors are already feeling the pressure, with efforts to reduce tile thickness to save resources. Industry forecasts suggest that these changes could save millions of tons of coal and raw materials, generating billions in economic benefits. Leading companies like Nobel and New China Resources are already producing thin bricks that meet national standards, showing a commitment to sustainable development.
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