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Ceramics
Thailand's
ceramics industry has made major strides on the global market recently,
while showing significant progress and maturation over its 50-year
existence. Thailand's ceramic industry began with production focused
largely on Chinese styled products including the notorious 'blue
and white' kitchenware products as well as other home decoration
products. Early companies were mostly family businesses typified
by low investments in technology and marketing and with little motivation
to create new products.
The past ten years have seen winds of change blow through Thailand's
ceramic industry with the entry of a new generation of entrepreneurs
eager to capitalize on new opportunities. 'New blood' in the industry
has brought innovative styles of management and has led to new developments
in the country's ceramic industry.
Thailand's ceramic industry is largely centered in the northern
region of the country, particularly in Lampang and Chiang Mai provinces.
Both provinces have large deposits of minerals used in the production
of ceramic products including kaoline and feldspar. Due to its large
deposits of kaolinite (white clay) Lampang has emerged as the base
for numerous new ceramics factories, with over 190 factories currently
in operation.
Over
the past 15 years, Thailand's ceramic industry has focused its development
on product quality, design, marketing, distribution and overall
management. Companies have been investing in high higher technology
and concentrating on design, with the result being innovative products
and improved quality standards matching international standards.
Local entrepreneurs have become more export orientated, responding
better to the sophisticated needs of different markets.
Another
development is the positioning of Thailand's ceramic products, which
have moved towards the upper-segment of the market. Previously priced
as low as US$ .50 - 4, adding value through design, innovation and
effective marketing have seen prices rise to US$ 10- 14 per piece
when exported onto the global market.
Thailand
registered ceramic exports of US$ 196 million in 1999, up 18% over
1999. Over the first eight months of the year, ceramic shipments
from Thailand jumped 19%, on pace to reach US$ 233 million for the
year. The leading markets for Thai ceramic exports are the United
States, Japan, Hong Kong, Australia and the United Kingdom.
Strong rivals exist in the regional ceramic industry from competitors
in China, the Philippines, Indonesia and Malaysia. Although Thailand's
ceramics industry is often unable to compete on price alone, producers
have been able to differentiate themselves through the quality of
their products, particularly in product style and design.
Initial
efforts by ceramics companies to establish their own international
brand names and comprehensive product lines have proved successful
and are being further championed by the Department of Export Promotion
as a way of improving sales and competing in the global marketplace.
In addition, more measures have recently been taken by the ceramics
industry to further promote itself to overseas customers including
the establishment of a trading and information network designed
to share resources, marketing advice and contacts among ceramics
manufacturers.
The
Industrial Promotion Department believes that Thailand's ceramic
industry has the highest potential for expansion and export growth
among small to medium enterprise (SME) industries. Further efforts
by Thailand's ceramic producers to improve product quality, technology
and marketing efforts should continue the success of the industry
over the next 50 years.
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