Ceramics industry makes efforts to overcome difficulties and grow strongly

In order to sustain production and business amidst the COVID-19, ceramic enterprises have changed to the form of online selling. These efforts have yielded encouraging results.

Two-digit growth rate

The first quarter has not yet ended, but Cuong Phat Ceramics Company (Thuan An City) has had enough production orders until the end of 2021. According to this enterprise, the orders are many, but in order to guarantee production efficiency, they must focus on improving the capacity of system administration, production management to create prices suitable to the market.

Similarly, some large ceramic enterprises in Binh Duong now have enough production orders by the end of this year. In which, orders in export markets increase by 10 - 15%, domestic orders increase by 20-30% compared to 2020. Vuong Sieu Tin, Director of Phuoc Du Long Ceramics Company said, despite the impact of Covid-19, ceramics industry still received large quantity of orders. At present, most ceramic enterprises have had orders until the end of quarter 3-2021.

Production of Minh Long 1 Ceramics Company.

To achieve this result is a great effort from businesses in this industry. During the pandemic, many new items were released, introduced and promoted to customers through the online form on social networking platforms Zalo, Facebook ... “The ceramic industry has developed online sale segment. This is a new and potential channel, especially during the pandemic period. In 2020, the company's exports increased by 20-30% compared to the previous year. Consumers do more online shopping during and after the pandemic. During the pandemic, customers cannot come to brick-and-mortar stores and choose products, so I am the one who chooses products for customers, much more careful than the buyers themselves,” said the owner of Phuoc Du Long Company.

To find a sustainable direction

Binh Duong has been famous for its traditional handicrafts for hundreds of years. In particular, ceramics and potteries are considered as the essential of earth. The products embody both the intellect of craftsman, the perspective of national culture and characteristic materials. Currently, ceramics industry is not only developing stably, but also continuously inherits and develops based on factors of natural conditions, production technology, labor resource to calculate their long-term strategy of sustainable development.

Ly Ngoc Bach, Chairman of Binh Duong Ceramics Association, said that Binh Duong ceramics are diverse in designs, types, colors and artistic. From household products, such as pots, cups, plates, flower pots, tea pots to home-decorated fine-art ceramics, jewelry used as souvenirs, are appreciated by customers. In recent years, ceramics have become the main export products of the province, with famous brands such as Minh Long, Cuong Phat, Phuoc Du Long. This is a great advantage of ceramic industry in Binh Duong. Currently, the improvement of technology to improve product quality concerns ceramic enterprises. Over the past time, many ceramic enterprises in the province have boldly invested in technology, changed outdated methods to modern production models.

According to Mr. Vuong, with characteristics of products crystallized by craftsman's skill level and the grade of production technology, the value of ceramic products are increasing, creating high added value compared with other key local export industries. However, it needs methodical investment strategy, especially in stages of marketing, warehousing etc.

“Although production orders are plentiful, businesses in this industry face certain difficulties related to small business size, inadequate financial capacity for investment and development. Vocational training for workers is still limited; marketing, product display of enterprises are not uniform. As a result, it is  that relevant agencies need to pay more attention to supporting businesses to produce and consume products in integration. In addition, industry associations and enterprises themselves need to focus on  corporate governance solutions, improving labor productivity, encouraging creativity and ensuring income for workers and artisans. From there, to enhance competitiveness, contributing to preserving and promoting this traditional manufacturing industry”, Ly Chau Lam, Director of Tan Toan Phat Ceramics Company emphasized at a meeting with industry and trade recently.

According to industry and trade leaders, in the coming time, the authority will actively support ceramic enterprises to participate in fairs and exhibitions towards digitization, bringing products to the province's e-commerce floors. It is expected that in the second quarter of 2021, the industry and trade will connect with World Trade Center of Binh Duong New City to organize exhibitions for ceramics, fine arts and wood industries.

Reported by Tieu My - Translated by Ngoc Huynh