“大浪淘沙，胜者为王”。陶瓷行业的竞争和洗牌已经进入快车道，品牌集中度越来越高，两极分水岭也已形成。在这个精细化时代，产品赋能成为当下引领陶界发展思想坐标。
The rest of the world is king. Ceramic industry competition and shuffle has entered the fast lane, brand concentration is increasing, the polar watershed has been formed. In this fine era, the product can become the current leading ceramic industry development ideas coordinate.
2018年8月28日下午，陶瓷资讯、陶卫网共同举办了以“产品赋能，定见未来”为主题的2018中国陶瓷砖行业高峰论坛，共同探讨研究未来发展的路子。其中出席的主讲嘉宾有：罗曼企业董事长刘胜红、东鹏控股集团总裁龚志云、酷家乐创始人兼CEO陈航等知名企业领导和行业专家。
On the afternoon of Aug. 28, 2018, Ceramics Information and Tao Wei Network jointly held the 2018 China Ceramic Tile Industry Summit Forum with the theme of "enabling products and seeing the Future" to explore the ways to study the future development. Among the keynote speakers were Liu Shenghong, chairman of Romantic Enterprise, Gong Zhiyun, President of Dongpeng Holdings Group, founder of Kujiale and CEO Chen Hang, and other well-known enterprise leaders and industry experts.
刘胜红：大家下午好。今天我讲的题目是创新与企业的命运。
Liu Shenghong: good afternoon, everyone. Today I am talking about innovation and the fate of enterprises.
当前陶瓷行业哀声一片，一个是环保压力，一个是市场萧条，对陶瓷企业来说确实是一大的考验。但是就是在这样的困境之中，一些品牌逆势上涨，进口品牌也越来越多，为什么会出现这种情况呢？我认为这与每个企业的创新机制分不开，创新决定企业命运。
The current ceramic industry is crying, one is environmental pressure, the other is the market depression, it is a great test for ceramic enterprises. But it is in such a difficult situation, some brands rise against the trend, imported brands are also increasing, why would this happen? I think this is inseparable from the innovation mechanism of each enterprise, innovation determines the fate of the enterprise.
我从事陶瓷行业30年，这30年见证了许多企业的兴衰。1988年我从华南理工大学毕业，分配到佛陶集团，当时的佛陶集团红遍全世界，佛山之所以有“陶瓷之都”就是因为有佛陶集团。而国有体制的束缚，取得成绩后固步自封，此时的民营企业突飞猛进，最突出的代表是东平厂一跃成为东鹏集团。而新明珠，蒙娜丽莎的成功都是因为机制创新，产品创新而超越佛陶，佛陶只能全面退出市场。
I have been in the ceramic industry for 30 years, and these 30 years have witnessed the rise and fall of many enterprises. In 1988, I graduated from South China University of Technology and distributed to the Buddha Pottery Group, when the Buddha Pottery Group became popular all over the world. The reason Foshan has "ceramic capital" is because of Buddha pottery group. And the bondage of the state-owned system, after the achievement, the private enterprise advances by leaps and bounds at this time, the most outstanding representative is Dongping factory leaps into the Dongpeng group. And the new pearl, Mona Lisa's success is because of the mechanism innovation, the product innovation but surpasses the Buddha pottery, the Buddha Tao can only withdraw completely from the market.
当时东平厂和佛陶下面的陶瓷工厂机制基本类似，但东平厂抓住新产品研发，当时极具代表性的抛光产品“金花米黄”引领市场，多年无人超越，所以说，市场也给了东鹏丰厚的回报，一跃成为行业一线品牌。马可波罗也是如此，当时东莞的一个小厂，抓住了仿古砖的机遇，第一个把仿古砖引进中国，几年时间从默默无闻的小厂，成为了今天行业航母，这是行业奇迹，也是对马可波罗创新产品给予的应有回报。简一、 诺贝尔等知名企业的成长与成功，无不与他们企业创新机制，产品息息相关。
At that time, the mechanism of the ceramics factory under Dongping and Buddha pottery was basically similar, but Dongping factory seized on the development of new products. At that time, the most representative polishing product, "Golden Flower Rice Yellow," led the market, and no one had surpassed it for many years, so it said, The market also gave Dongpeng rich returns, leaps into the industry line brand. The same was true of Marco Polo. At that time, a small factory in Dongguan seized the opportunity of imitating ancient bricks. It was the first one to introduce antique bricks into China. In a few years, from a small factory in obscurity to an aircraft carrier in today's industry, this was an industry miracle. It is also a return to Marco Polo's innovative products. The growth and success of famous enterprises such as Jane and Nobel In 2008, all with their enterprise innovation mechanism, products are closely linked.
每个企业都有它的独特气质。如一个企业没有一点特点，已经很难长期生存下去的，就像人体内的血液一样，如果血液不能更新，人就会死亡，企业何尝不是如此。
Every enterprise has its unique temperament. If an enterprise has no characteristics, it is very difficult to survive for a long time, just like the blood in the human body, if the blood can not be renewed, people will die.
拿我们的企业来说，罗曼企业（罗曼缔克瓷砖品牌|伊莉莎白瓷砖品牌）起步比较晚，比较小，是当时承包佛陶官窑的一个小厂（佛陶二厂）开始的，当时生产设备较落后，都是七十多米的小窑炉，所以我们也只能根据窑炉特点做最小规格的小众产品。如300*300纯色砖、300*300模具砖，都是我们自己开发的模具，截止到目前，外观设计创造了30多项模具专利产品，并且取得了良好的经济效益。
Take our enterprises as an example. Romantic Enterprises (the Romantic Ceramic brand, the Elizabeth Ceramic brand) started relatively late and relatively small, starting from a small factory (the second Buddha Pottery Factory) contracted by the Buddha pottery official kiln at that time. At that time, the production equipment was relatively backward. Are 70 meters of small kilns, so we can only according to the characteristics of the kiln to make the smallest specification of niche products. For example, 300-300 solid color bricks are all molds developed by ourselves. Up to now, more than 30 patented mould products have been created in appearance design, and good economic benefits have been obtained.
反观一些仿造我们专利产品的企业，如湖南、福建厂都倒闭了，夹江厂也不知道前进方向，所以仿制是仿不出品牌来的。品牌是创造出来的，是靠创新产品创新机制说话的。没有好的产品的品牌只能叫“牌子”，品牌是有品位的牌子，而没有品位就没有品牌可言。
On the other hand, some enterprises that imitated our patented products, such as Hunan and Fujian factories have all closed down, and the Jiaojiang factory does not know the way forward, so the imitation cannot be copied out of the brand. The brand is created, is depends on the innovation product innovation mechanism to speak. A brand without a good product can only be called a brand. A brand is a brand of taste, and no brand without taste.
2015年我们企业转型成功，由于我们自己在技术研发上不断的提升和创新，将模具工艺与喷墨技术相结合，并把这种创新技术工艺延续到300*600、300*800、600*1200等不同规格的模具类产品，至今已经创造了30多项专利产品。
In 2015, our enterprise transformed successfully, because of our own continuous upgrading and innovation in technology research and development, we combined the mold technology with inkjet technology, and extended this innovative technology process to the different specifications of mould products such as 300-600 300-800,600-1200, etc. So far has created more than 30 patented products.
反观江西企业、夹江企业为什么越来越难，因为他们根本没有创造力，只是在模仿佛山产品，连包装箱都要打上佛山二字。佛山企业为什么出名，是因为有一大批创新型企业推动了行业的进步，十年前简一的大理石瓷砖颠覆了整个抛光砖行业，现在大理石瓷砖销量占了全行业50%的市场份额。
Looking back at Jiangxi enterprises, Jiajiang enterprises are becoming more and more difficult because they have no creativity at all, they are just imitating Foshan products, and even packing boxes have to be typed in Foshan. Foshan is famous because a large number of innovative enterprises have pushed the industry forward. Ten years ago, Jane's marble tile overturned the whole polished tile industry, and now marble tile sales account for 50% of the market share of the industry.
在2016年7月我们企业首先推出300*800瓷质墙砖时，别人都质疑，这个规格世界上都没有，有400*800，有300*900，罗曼缔克为什么做300*800？
In July 2016, when our company first launched 300 * 800 ceramic wall tiles, others questioned, this specification is not available in the world, 400 * 800, 300 * 900, Romantic why do 300 * 800?
当时我们认为300*800更接近黄金比例分割，更美观，更修长，可以拉大整体空间感官。当时一些进口品牌300*900规格很有名气， 但是我们觉得一个企业自己研发出的规格要更美观、更自然，更舒服，就会受到客户喜欢。客户首先是觉得产品美观才会关注，然后再问规格和价格，设计的空间质感 。我们在模具、花色研发上花费了大量时间研究最时尚的图案。在花色上也大胆采用了简约时尚风格，在底坯上，不用传统模具的底坯，采用瓷质坯底，也获得终端消费者的认可。
At that time, we thought that the 300s 800 was closer to the golden proportion, more beautiful, more slender, can expand the overall spatial sense. At that time some imported brands were famous for their 300-900 specifications, but we felt that the specifications developed by an enterprise itself would be more beautiful, natural and comfortable, and would be liked by customers. Customers first think the product will be attractive, and then ask specifications and prices, design space texture. We spend a lot of time researching the most fashionable patterns in mold, design and development. In the design and color of the bold use of simple fashion style, in the bottom billet, do not use the traditional mold of the bottom billet, mining With porcelain billet base, also get terminal consumer's approval.
企业有了核心竞争力的产品，就会有市场竞争力。只有坚持创新的企业才会有光明的前途。我希望咱们中国的企业应该向意大利企业学习，一起给力，坚持创新，坚持原创，共同推动佛山陶瓷行业转型升级，创造佛山陶瓷更美好的未来。
Enterprises have the core competitiveness of the products, there will be market competitiveness. Only enterprises that insist on innovation will have a bright future. I hope our Chinese enterprises should learn from the Italian enterprises, give strength together, persist in innovation, adhere to the original, jointly promote the transformation and upgrading of Foshan ceramics industry, and create a better future for Foshan ceramics.
罗曼企业刘胜红董事长作为行业中深有感触的企业当家人，意见鲜明指出创新对企业的重要性，呼吁对知识产权的保护维护行业生态，同时直面每一次的挫折，表示在瞬息万变的激烈竞争时代，变革、升级、追赶一直在路。
Chairman Liu Shenghong, chairman of Romantic Enterprise Liu Shenghong, as a family member of a deeply felt enterprise in the industry, has clearly pointed out the importance of innovation to the enterprise, called for the protection of intellectual property rights and maintained the industry's ecology, and at the same time faced every setback. In the rapidly changing era of fierce competition, change, upgrade, catch up has been in the road.
