Brand Breakout in the New Terracotta Cladding Panels Age

In recent years, the Terracotta Cladding Panels curtain wall has won the traditional wall tiles by virtue of its energy saving, environmental protection, heat preservation and noise reduction. As a new environmentally-friendly building material advocated by the national “Eleventh Five-Year” National Science and Technology Support Program, it has gained market recognition in China. The market space in the future is huge. At the 13th China International Building Terracottas and Sanitary Ware Technology Exhibition held in Shanghai, the reporter had a new understanding of this unique building curtain wall material “new expensive”.

Under the guidance of the national low-carbon energy-saving policy, many powerful pottery curtain wall enterprises quickly completed the production capacity expansion and expansion, and launched their own superior products. Standing in the 100 square meter exhibition hall of Wanli Solar Technology Co., Ltd., the reporter was attracted by the low-carbon environmental protection curtain wall material Top Terracotta Panel brand. Founded in 1991, the Quanzhou Terracottas brand in Fujian has become the largest Terracotta Panel production base in the world with 16 foreign import production lines and transformation through corporate strategy. Since its successful listing on the Korea Stock Exchange last year, Wanli has established the “Global Terracottas Technology Leader” as its corporate vision. According to the reporter’s understanding, the domestic enterprises with the same vision and have already planned or planned the Ma Tao board project are no less than double digits. The energy-saving and environmentally-friendly pottery curtain wall has become the trend of the times.

However, has the development of the so-called “new pottery age” been smooth? actually not. At present, it can be foreseen that there will be two difficulties of “internal cause” and “external cause”.

The first is “internal cause”. With the blind expansion of some large enterprises and the joining of many small and medium-sized pottery workshops, the market has overcapacity, the technical threshold of the industry is gradually reduced, the model is simply copied, and the competition will become increasingly fierce. The big environment of order competition is taking shape. Secondly, “external factors”, real estate purchase restrictions, rising raw materials, increased labor costs, subprime mortgage crisis, export obstruction, etc., the industry’s upstream and downstream competition environment tends to deteriorate and brought pressure to the Terracottas industry.

In the midst of a change, many companies that have already undergone transformation must once again experience this “pain” and seek the path of brand breakout. At this international building Terracottas and sanitary ware exhibition, the reporter met Alan Wu, sales director of LOPO Terracotta board manufacturing company. Alan Wu said that the participation in this exhibition is mainly to show the corporate image, let the LOPO brand be more deeply understood, attract more owners, designers, developers and distributors, so that everyone can understand the strength of Wanli enterprises. It is reported that at this four-day exhibition, only the visitors who are interested in LOPO Terracotta Panels reached 50,000 people. The 5,000 copies of the publicity materials prepared on site were in short supply. Many visitors even came here. The road of the Terracotta Panel brand breakout is in the ascendant.

The reporter also visited several other Terracotta Panel brands that participated in the exhibition. The person in charge said that in such a large environment, facing so many followers, they do not intend to compete with them in production. Innovation is exerted, and the brand must be strengthened externally to form a brand breakthrough model. Simple imitation, internal consumption and price war will only repeat the mistakes of many building materials predecessors. The urgent task of the Terracotta Panel market should be how to make the cake bigger together. In this process, each responsible “breakout enterprise” will become a contribution. And beneficiaries.