How will the Sassuolo ceramic cluster change?

Oct 28, 2003

28/10/03 - How will the Sassuolo ceramic cluster change?
According to Assopiastrelle chairman Sergio Sassi, production will fall substantially, dropping by about one third compared to the current 606 million sq.m a year (2002 figure).
"We will reach an output of 400-450 million sq.m, but of extremely high quality products," explained Sassi, "perhaps controlling facilities in countries with more favourable production conditions (availability of raw materials, labour and energy costs). We have been resting on our laurels, not listening to the machinery manufacturers who talked of the possibility of producing abroad.
As a result we have missed the opportunity of controlling world production. But the recent Cersaie proved that we are still the world leaders in terms of innovation, creativity and service. If we work together as associations and institutions, the cluster will be able to remain the world leader for many years to come."

Sassi was speaking in the presence of the chairmen of the other three associations representing the Italian ceramic industry (Acimac, Ceramicolor and Cerarte) during a conference held on 24 October in Sassuolo, organised by Cerarte (the consortium of Italian tile decoration companies) for the presentation of its economic survey of the sector. A number of interesting points emerged during the meeting.

Acimac chairman Franco Stefani explained how machinery manufacturing companies have needed to export technology. "What else could we do? Our production was greater than the Italian market's capability to absorb it and we needed to grow. We restructured and adapted, but we could still potentially produce 30% more.
" What should be done to exploit know-how without being copied? "It is necessary to grant the right to use trade marks like certain American companies do, charging royalties and at the same time controlling technology."
The ceramic accessory piece manufacturers complain about the fact that just 35% of the proposals deriving from their research are adopted and manufactured at an industrial level by the producer companies. "But this is actually a very high percentage," explained the Acimac chairman, "compared to the approximately 5% of our sector."
In any case, Stefani likewise believes that nothing is yet lost. "We must master change, not be dominated by it," he said. "We need to understand together where the market is going and then seek solutions."

Ceramicolor chairman Daniele Bandiera added: "The glaze and colour manufacturers survived by delocalising production 10-15 years ago in order to be closer to their customers worldwide."
Bandiera also sounded an alarm call: "The trend towards aesthetic minimalism in the tile sector that was so evident at Cersaie is now of great concern both to us and to the decoration companies. At the show we saw very little in the way of screen printing and colour. The sector should also learn to govern trends so as to allow companies to plan their operations more effectively. This already happens in the textiles industry and everyone knows what the trends will be for the next two years."

"In recent years product quality is being sacrificed for price considerations and this discredits the ceramic cluster. The ceramic companies are investing much less in the added value that has always been associated with Italian tiles," warned Enzo Manara from Cerarte. "We are seeing a trend towards increasingly parsimonious use of accents to the detriment of product competitiveness." But Sassi was quick to respond. "Today more than ever we must focus on quality and those who do not do so are making a big mistake," he said.