Take you a deeper understanding of the status quo of the African ceramic industry

Africa, with an area of ​​30.2 million square kilometers, accounts for 20.4% of the world's total land area. It is the second largest continent in the world and the second largest continent. In theory, Africa has huge market opportunities.

In addition to the scale of development in Egypt, the ceramic industry in Africa, the scale of ceramic tile production in Algeria, Morocco and South Africa, and the history of the development of the ceramic industry are also enough to attract attention. At present, ceramic factories in these countries mainly produce small-sized red glazed wall tiles with high water absorption rate of 300×300mm and 400×400mm, and 600×600mm ceramic tiles, which can be called “large” in the local market. The board is up.

In addition to this, due to the wide area, inconvenient transportation and the scattered distribution of ceramic factories, etc., including the traditional African ceramics production countries including Egypt, Algeria, Morocco and South Africa, what is the specific development of the industry? For many domestic ceramic manufacturers, it is both strange and mysterious.

Let us go into Africa!

Egypt

Zero growth in ceramic tile production in the past five years

Ceramic machine equipment is more accurate in Italy

In terms of tile production, the total annual output of Egyptian tiles is about 2.0-250 million square meters. According to Zheng Jiang, general manager of the overseas marketing division of Guangdong Keda Jieneng Co., Ltd., there are currently about 25 ceramic factories in Egypt with a total of 120 ceramic tile production lines. Among them, Ceramica Cleopatra Group (CCG) is the largest ceramic tile manufacturer in Egypt.

The Egyptian ceramics industry started about ten years earlier than China (1983), but its development has been at least ten years behind China. In the past 40 years of development, the demand for ceramic tiles in Egypt and neighboring countries has steadily increased, and the development of its ceramic industry has not experienced a period of rapid expansion and expansion like China.

While meeting the country's demand for ceramic tiles, Egypt has gradually exported ceramic tile products to neighboring countries, including Libya, Sudan, Yemen and Saudi Arabia. These countries do not have the production conditions and capabilities of ceramic tiles, and most rely on imports from Egypt.

Egypt's major ceramic producers have factories in the industrial areas around Cairo and Alexandria, and the export of ceramic tiles to surrounding countries is very convenient.

Before 2011, Egypt's ceramic tile exports accounted for about 30%, and the neighboring countries had strong digestion ability. However, at the beginning of 2011, political instability in some Arab countries in the Middle East, many construction projects stranded, the demand for ceramic tiles weakened, which in turn affected the export of Egyptian tiles.

To make matters worse, while Egypt’s ceramic tile exports have fallen sharply, there have been mass rally and conflicts in Egypt. On January 25, 2011, large-scale mass rally in various cities in Egypt prompted President Mubarak to step down; On November 19th, there was a clash between demonstrators and military police in the liberation square in the capital city of Cairo...), Egypt’s domestic tile digestion capacity has further declined.

Since then, the development of the Egyptian ceramics industry has almost stagnated, the market demand has become saturated, and the backlog of ceramics factories has been severe. In the past five years, the annual output of Egyptian tiles has been maintained between 2.0-250 million square meters. During the five-year development process, only two factories in Egypt purchased six new production lines, but from installation and commissioning to the present, only one new production line was put into production.

Until the beginning of 2016, the development of the Egyptian ceramics industry began to slowly recover.

120 ceramic production lines in 25 ceramic factories

Polished tiles account for about 10% of total production

At the beginning of 2016, the development of the Egyptian ceramic industry showed signs of recovery as Egypt launched a new capital construction plan. As is known to all, Cairo, Egypt is a very crowded city. In order to accelerate the development of Egypt, the Egyptian military government proposed a plan to build Suez New Town along the Suez Canal. This demand has stimulated the development of the Egyptian ceramic industry.

So, isn't the development space of Egyptian ceramics very large? In the short term, the Egyptian ceramics industry will not have much development. Now, there are still quite a few production lines in Egypt that are idle. Take the Ceramica Cleopatra Group (CCG) as an example. It has about 30 production lines, but only 15 are produced online. When these idle production lines are put into production one after another, they can meet the new demand for tiles in Egypt.

Nevertheless, the Egyptian ceramics industry will usher in new developments, with the demand for polished tiles in the Egyptian market increasing. In the past, most of Egypt imported polished tiles from China because it did not have the ability to produce polished tiles or the production cost was extremely high.

However, in the context of the development of the Egyptian pound depreciation of 100% and increasing tariffs, the cost of importing polished tiles from Egypt has become very high. Therefore, the local ceramics factory with production capacity in Egypt has begun to produce polished tiles. Because the raw materials for the production of polished tiles are not abundant, most of them rely on imports, but their comprehensive production costs are lower than those of directly imported polished tiles.

In addition, the most important thing is that polished tiles are selling well in the local market, so more and more ceramic factories are joining the camp of polished tiles. As of now, the annual production of polished tiles accounts for about 10% of the total output. This provides a good opportunity for Chinese polishing equipment suppliers.

Ceramic machine equipment is mainly based on Italian brands

Made in China is difficult to adapt

As is known to all, China and Egypt have been close to trade relations over the years, but in the field of building ceramics, they are also limited to ceramic tiles, as well as the export of consumables such as ball stones and roller bars. Like Vietnam and Indonesia, the ceramic factories that were developed in Egypt in the early days purchased European equipment such as Italy. As of now, Italian equipment still has an absolute market share, and its ceramics factories are the same as ceramic factories in countries such as Algeria, Morocco and South Africa. Very few Chinese-made ceramic machine equipment.

Among the 120 production lines in 25 ceramic factories in Egypt, ceramic machines made in China are rare. Up to now, only the deep processing equipment such as polishing and edging of Guangdong Keda Jieneng Co., Ltd. can occupy a certain market share in the local area. The large-scale ceramic machine equipment such as presses and kiln are still made in Italy.

However, unlike the development of ceramics industry in Vietnam and Indonesia, in recent years, the new production lines or production lines in Vietnam and Indonesia have been replaced by Chinese ceramic equipment. The Egyptian ceramics factory still does not change its original intention and continues to use Italian-made products. Ceramic machine equipment.

"In addition to Kodak's successful export of some deep processing equipment such as polishing and edging, Chinese-made presses and kiln and other large equipment rarely enter the Egyptian ceramics factory." Zheng Jiang said frankly.

The reason is that Egypt is not only geographically close to Italy, it is relatively easy to purchase pottery equipment from Italy, and Italian equipment has offices in Egypt, which can provide relatively comprehensive services.

More critically, Italian ceramic equipment suppliers have given local ceramic factories a 3-5 year bill. This is a competitive advantage that Chinese ceramic equipment suppliers cannot provide. Therefore, up to now, Italian ceramic machine equipment still has an absolute market share in Egypt.

At the beginning, there were also a small number of Chinese-made large-scale ceramic equipment that entered the Egyptian ceramics factory. However, due to the harsh production environment of local ceramic factories in Egypt, Chinese ceramic machine equipment could not be forcibly "tossed" and was eliminated.

Zheng Jiang vividly described to the reporter the situation of entering the raw material workshop of the Egyptian ceramics factory. "We drove into the raw material workshop. After the vehicle stopped, we waited for the dust for a long time before we got out of the car. After getting off the bus, we got off. The foot is on the ground and the shoes are gone."

At the same time, he also introduced the harsh environment of the operation of the press. "When the press was turned on, we ran all the time. When the motor was 'banging and banging', the dust began to fly again."

Many industry insiders believe that the most critical reason why the Egyptian ceramics production environment is so bad is that before 2011, the Egyptian ceramic industry made money too easily. Around 2011, the minimum selling price of tiles in Egypt was about 10 US dollars / square meter, compared with the sales price of Chinese products at that time only 3 US dollars / square meter, "the lowest price is still very high."

Perhaps, some people will question that Egyptian tile production costs are relatively higher. This is true, but its cost is also 4.5 US dollars / square meter, so, relatively speaking, the sale of ceramic tiles in Egypt at that time can still get "profiteering." Under this circumstance, Egyptian ceramics companies pay little attention to talent cultivation, management improvement and product innovation.

Egyptian ceramic factories generally have low management level, lack of professional talents, improper use, maintenance and maintenance of equipment. Chinese ceramic machine equipment can not be forbidden to "toss", but it is crowned as "quality is not good" title.

As a result, as of now, 120 manufacturing lines in 25 ceramic factories in Egypt are rare in China. Especially in the context of the need for equipment replacement, Chinese ceramic equipment still cannot fully open the markets of African traditional ceramics producing countries such as Egypt, Algeria, Morocco and South Africa.

Morocco

The annual output of ceramic tiles is around 60 million square meters.

A large part of this production comes from mosaic handmade tiles (commonly known as tiles). Moroccan tiles are world-famous. Although they still use traditional hand-made billet and firing techniques (with firewood), they bring the creativity of the hand to the extreme. . Its yellow, olive green, clay red and Moroccan blue colors are also amazing. It is presented in a nearly "clumsy, backward" way. Although its production efficiency is far more than that of a machine, its price is expensive, and it has good sales at home and abroad. Its total production value should not be underestimated.

In addition, inexpensive non-manual ceramic tiles have a broad prospect in Morocco. Among them, all-ceramic tiles occupy a major share of the Moroccan ceramics and ceramic tile market, accounting for more than 30% in 2015. Due to the steady growth of the construction industry, the category is expected to continue to dominate during the forecast period. In terms of volume, ceramic tiles also occupy a large share in the market due to their inherent characteristics and economic properties. Thin tiles, one of the most profitable parts, are expected to play a key role in the Moroccan construction sector, especially in commercial buildings.

Morocco is close to the Atlantic Ocean and the Mediterranean Sea. Although it is a North African country, it is only nine nautical miles away from Spain. Because it was a French colony before, it was deeply influenced by European culture, and the concept of national consumption was relatively advanced. Under the turbulent environment of the entire Arab country, the stability of the political situation in Morocco and the stable development of the economy, the investment environment is relaxed, and has a unique advantage. In 2012, the Moroccan authorities ordered the construction of four new towns to eliminate their shanty towns and slums. Together with the growth of the tourism sector and consumer demand for modern, high-cost living, the ceramics market is gaining momentum.

The Moroccan ceramics market is expected to rise from a $1.5 billion valuation in 2015 to $27 billion in 2024. In particular, the compound annual growth rate from 2016 to 2024 is expected to reach 6.4%, and there is a large demand for high quality Chinese ceramic tiles.

Algeria

About 25 ceramic factories and 80 production lines

Among the 80 production lines, there are many production lines with a daily output of only 2,000 square meters, but the production line with a daily output of 8,000 square meters also exists. The annual output of ceramic tiles is as high as 60 million square meters, but in China, the ceramics are built. There is still a big gap in product demand.

At present, the Algerian government is striving to shorten the serious shortage of affordable housing in the city by strengthening economic efforts, with an investment of 50 billion US dollars for infrastructure construction and residential projects. In particular, by 2019, the government plans to build more than 1.6 million homes, which is the focus of Algeria's five-year plan for 2015-2019.

The Algerian Million Housing Project has now entered the first phase of the delivery period and the second phase of the construction period, presenting a huge tile market in front of us. Its ceramic tile imports, mainly from Europe, mainly in Italy and Spain, but Algeria is an underdeveloped country, per capita income is still low, compared with the high-end ceramic tile brands in Europe and America, the quality and low price of Chinese ceramic tiles are more competitive. force. Algeria is an important economic and trade cooperation partner of China in the African region. The economic and trade cooperation between the two countries has shown a good development trend. Chinese ceramic tiles have a lot to do in Algeria.

South Africa

Chinese brought antique bricks, fire

There are three ceramic factories in South Africa, and the annual output of ceramic tiles is about 45 million square meters. According to the statistics of this newspaper, its production will also be exported to neighboring countries while meeting domestic consumption needs. Of course, South Africa will also import some polished brick products from China, or import some high-end ceramic tile products from Italy and Spain, some of which will satisfy domestic sales, and others will be re-exported to other small countries in southern Africa.

It turns out that there are only two ceramic factories in South Africa, mainly producing glazed tiles with high water absorption rate. Later, a Chinese person invested in the construction of the factory, which mainly produces antique bricks with low water absorption rate. Because Chinese investors were involved in the production of low-absorbency antique bricks, and the sales were ideal, the two local ceramic factories also joined the production camp, and suddenly changed the market situation of South African ceramic tile development.

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