It Needs to Build the Image to Exploit the American Market(2009/8/5)

The porcelain tile market in America is considered as the most difficult area by the domestic industries. And its inquiry for porcelain is the top one in the world, but it is polarized seriously. China's Ceramic and Porcelain develop slowly, and spread not enough, so their impression in American adopters is still at the low level. Even the technology in China has achieved a good result, it is still excluded by the high-end market.

Because of the local conditions and customs, the American porcelain market prefers to the rustic tiles. But the Chinese Ceramic enterprises said, they don't like to do the business with Americans, because the price is too low. Purportedly, the prices for ceramic tiles from Italy in the same quality and size are much higher than from China. It is related with the concept of low consumption from Americans to China's ceramic. In their mind, China's ceramic is impossible to be better than the Italy's. Therefore, the first class tile from China only worth the second class price.

As a matter of fact, some large American enterprises have already found the great potential in China's porcelain tile, and then they join them. But most of them adopt the OEM, using China's material and technology, but European and American brands. Some insider said, China's own brands are difficult to gain acceptance in USA at present. It needs to make a long-term brand-spread plan for entering into the American high-end consumption.
(by China Leiyuan, 2009/8/5)