The export strategy is to constantly raise the bar of quality
Companies focus on the high or very high end to absorb labour costs and high energy costs
3' min read
3' min read
The weapon is investment in technological innovation and design. In global competition, the domestic ceramic industry continues to raise the bar on quality. A strategy that is also obligatory, to neutralise the disadvantage of decidedly higher production costs compared to international competitors. Spanish, Indian, Chinese and Mexican manufacturers are trying to conquer commercial outlets with prices per square metre that are half (Spain) or even a third or a quarter (China, India) of the Italian ones. "We are moving more and more towards the top end of the market," says Giorgio Romani, vice-president of Confindustria Ceramica.
High or top of the range, to absorb labour costs and high energy costs that might otherwise compromise performance (and exports). A choice supported by investments in research and development that on average, in recent periods, have absorbed between 7 and 9% of annual revenues. 'Due to the characteristic of competing at the top of the pyramid, we are increasingly oriented towards working on quality and not quantity,' Romani continues. All confirmed by the numbers: Italy contributes to world production with about 3-3.5% of the volumes, but reaches 31% of the total value of tiles exported by each country. And it is the progressive rooting in the premium and luxury area that is pushing the race beyond the borders, in line with the historical vocation of the industry's industrialists to compete with the world. Last year, tile exports alone came close to 5 billion.
In practice, about 80% of national production. And the numbers referring to the first half of this year show substantial stability: no setback. The leading market is confirmed to be the EU, with the sale of almost 90 million square metres of tiles for a value close to 1.5 billion.
Then there is North and South America, up 1.5% to 450.4 million, non-EU Europe (233.6 million), running with a leap of 3.3%, and Africa, from which comes the most significant increase: 11.4%. Australia and Oceania, where there was a loss in volume (9.1%) and in value (13.2%), and Asia, performed less well.
For the sector, the latter outlet represents the third largest trade basin, a large market in slight retreat (4.8%) where competition from local manufacturers is most keenly felt. "Competition that also concerns alternative materials to ceramics," explains Romani. "In the USA, for example, we have narrow margins of manoeuvre with respect to Lvt, a material of plastic origin.
