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Systrom Chen Dong: Slate is worthy of "re-doing" the entire industry, but the development is "not in a hurry"

Release Time:2021-04-07 Topic:Why everyone has no money in 2020 Reading:86 Navigation:Stock Liao information > Military > Systrom Chen Dong: Slate is worthy of "re-doing" the entire industry, but the development is "not in a hurry" phone-reading


Opening language

In 2020, the ceramics "new species" rock slab will be in the home building materials circle It broke out and became a new Internet celebrity in the sheet industry.

In the ceramic circle, rock slabs represent the direction of product upgrades, which triggered the first round of rock slab production expansion fever.

"A new species that has exploded development will definitely trigger ecological changes and ecological opportunities." (Liang Ning)

It is also based on this understanding that the new media of China Times Media

China Ceramics.com × Gengjia and Mona Lisa Green House Construction Technology, a leading Chinese slate brand, launched a large-scale survey and interview activity on the theme of "Slate Ecological Tour".

This event will last for half a year, and the main interviewees will be related companies and senior people in the slate ecosystem.

Starting from November 2020, reports from the interview team will be published successively in two new media. Please pay attention.


This is a report that should be issued in 2020.

On November 9, 2020, Lao Niu made a special trip from Foshan to the Suzhou factory of Systrom, China, and interviewed Chen Dong, director and executive deputy general manager of Systrom (China) Technology Co., Ltd.

The time when Systrom China was established in Suzhou in 2000, Chen Dong can be said to be its "co-founder". Moreover, he gave Systrom almost the best time of his career.

However, for a long period of time in the past two decades, Chen Dong has been very low-key. In fact, in the era of traditional ceramic tiles, this is the only way for the big names of imported equipment. But

In the age of slate, Systrom's "highlights" really wanted to be hidden but couldn't be hidden. Because it holds two sharp tools-a moldless press and an inkjet machine. And this is usually one of the first choices for the top players of the rock board to build a line.

Lao Niu interviewed Chen Dong this time, and what impressed him most was his rational perception of slate fever. He is very optimistic about rock slabs, but at the same time believes that development is "not anxious" and that it is necessary to "grow slowly."

Chen Dong also hopes that when the headline ceramic companies make rock slabs, they should not just focus on the manufacturing side, but should extend the development of rock slab processing and the home furnishing industry, and build a terminal brand.

Chen Dong also believes that

there is a large home furnishing industry with a complete industrial chain in China, and this is an important basis for the “success” of Slate in China.

The following is the editor based on the recorded interviews, please pay attention.


Chen Dong (left) and Lao Niu take a photo


Interviewed guests | Chen Dong, director and executive deputy general manager of Systrom (China) Technology Co., Ltd.

Interviewer | Chief Editor of China Ceramics Net Lao Niu

Interview location | Sistem Suzhou Plant

Interview time | November 9th

Text organization | Lomi

01

The concept of rock slab production system was born in 2000

The thinnest 2mm , 3mm is the most economical choice


Lao Niu: In the beginning, what thought did Systrom develop rock slab equipment? At that time, the rock slab concept was born Is it?


Chen Dong:In 2000, our large-slab production system concept was born. The idea at that time was to reduce weight and reduce the weight of ceramic tiles and the concept of green economy. In 2002, the Lamina system prototype was exhibited at the Rimini exhibition. In 2004 and 2005, the Lamina factory was built to produce rock slabs. At that time, it should be said that there was no such term as slate, even though it is still not uniformly called in foreign countries. But as the core concept of surface ceramic materials and quality, there is basically.


Lao Niu: As an equipment company, why did you choose to build a factory yourself?


Chen Dong:Because the technology was too new and cutting-edge at the time, the product application path was not very clear, and industry professionals could not fully understand its potential, especially its technical power. The entire Italian industry was also skeptical of this technology. At that time, it was still in the era of traditional presses, so the company decided to invest in its own production line as a prototype factory.


Lao Niu: What was the later development process?


Chen Dong: The general development process is like this:

In 2010 the press before 2010 was mainly used to make 3mm ultra-thin rock slabs. In combination with the actual needs of ceramic factories, the Lamina system can be used for the production of rock slabs of various specifications and thicknesses after

2010. It has undergone a process of thinning first and then thickening.

2012Gea press system was exhibited in Rimini, this system can be thinner and thicker;

In 2013Gea's new 33,000-ton production system was installed at the Desais plant in Spain. In just

2014, 8 production lines were installed in Italy and Europe in one year;

2015The Gea2.0 production system was born, and a single machine can produce 13,000 square meters per day;

2016Lamgea's production system was launched, and the number of presses has increased significantly, and the daily production capacity of a single machine has reached 19,000 square meters. In 2017, the thickness of the finished board can reach 3 cm;

In 2017 20 production lines were installed globally, reaching a peak.

In 2019 developed the super fast series.


Lao Niu: Did domestic enterprises also introduce your equipment at this time?


Chen Dong: Yes, Nobel, New Pearl Group, and Gold Medal Ceramics were all purchased in 2017. At present, we have installed nearly 70 presses worldwide.


Lao Niu: In terms of time, is the Indian board a bit earlier than us? h2>


Chen Dong:In 2014, when the Indian slabs peaked, they used our press not to make plates but bricks, or both large and small plates and pipes. After pressing it out, cut the size to make it. Indian slabs are sold more in China. Our press has two major features, one can be made into a large size, the second can be made into a large size and then divided into multiple types to achieve flexible size conversion, and the Indian slab just takes advantage of this flexibility. But it is different in China. We are taking the concept of sheet metal, and we have gone to the home furnishing industry and the stone industry, which are two different directions.


Lao Niu: In the early days, how thin can you be the thinnest? h2>


Chen Dong: The press is tested in the laboratory, and the thinnest can be 2.0mm, but this thickness isThe reality is meaningless. Because rock slab is a commercial product, quality, efficiency, and economy need to be taken into consideration. After comprehensive consideration of subsequent glaze line decoration and firing damage rate, 3mm is a relatively economical thickness.


Lao Niu: Conversely speaking, the thickness of 3mm is also a limit.


Chen Dong: It is already a very big challenge to achieve a thickness of 3mm. It is not only the problem of the press, but also the problems of rollers, load-bearing, firing cycle, etc., so the thickness of the rock slab is still To return to economy.


Lao Niu: All Lamina products have back nets.


Chen Dong: Composite is a requirement of the stone industry, and the composite back net of stone is for safety considerations to ensure The product does not fall after being broken. Whether you need a back net or not depends on the application scenario. For example, thick rock slabs do not need to be composited with other materials, and they do not need to be composited as a large slab to the wall. The interior walls in Italy are all slabs, and there is no such thing. Claim.


02

First define the ceramic plate, then define the rock slab

Covers size, water absorption, processability


Lao Niu: Yanban earlier It was called ceramic thin plate, later called ceramic slab, and now it is called rock slab. How do you understand these three concepts? Now our industry is making rock slab standards, what do you think of this issue?

< h2>


Chen Dong: Some time ago, Foshan, including the entire industry, was discussing the issue of slate standards. I also participated in it. My idea is a bit different from the current Foshan’s thinking. I don’t think we can simply define slate/ Big board single concept. Let me give you an example. Is there a definition for wood? No. Is there a definition of stone? No, I think the slab should be compared with wood and stone.

Slate is a ceramic slab. The ceramic slab must be defined first, which is equivalent to defining the concept of wood first, and then it can be subdivided below to define ceramic slabs and ceramic slabs.


Lao Niu: The industry has done a ceramic plate concept before.


Chen Dong: These are two different problems. At that time, the plate was basically a product concept. Today, a whole new system should be exported. Ceramic plate is a big concept. The following covers ceramic slabs and ceramic rock slabs. , It is necessary to make such a distinction to be able to clarify this matter clearly.


Lao Niu: What do you think is the biggest difference between ceramic slabs and ceramic rock slabs? h2>


Chen Dong: I think that rock slabs need to be distinguished or defined from three aspects: size, water absorption and workability:

First, size is the first attribute to distinguish between the two. The size of the rock slab must be larger than the size of the large brick. As for the size of 900×1800mm or more or 2.4m or more, the industry can discuss it, but

can’t 900, 1 meter is also called rock board, which is against common sense, small rock board is a pseudo concept;

Second, the core issue that distinguishes rock slabs from ceramic slabs is workability, which involves the cutting damage rate of rock slabs. The bulk density of the board, the difference in the bulk density of the whole board, the mechanical impact resistance, the toughness, etc. will bring secondary processing problems.

Third, the water absorption rate of the rock slab corresponds to its compactness and applicability. The water absorption rate of high-quality products must be double zero.

The double zero water absorption rate can finally solve the late glaze layer turtle Cracking problem to solve the problem of dirt absorption on the side of the rock slab. At the same time, the bulk density of ceramic slabs is also an important indicator to distinguish. It is equivalent to the wood industry to distinguish between golden nanmu and mixed wood. The stone industry distinguishes between marble and sandstone. Can't be confused, they are all boards.

These questions are made clear, and they are distinguished.


Lao Niu: Is there a rock slab standard in Europe, or is it a ceramic slab standard?< /h2>


Chen Dong: There is no industry standard for rock slabs in Europe. The EU ceramic tile standard is currently implemented. The environment of the two countries in China and Europe is different. In Europe, the corporate standard is the most important and highest. The company promises to deal with customers on the standard of the product. We are now arguing that it is a common industry standard.


Lao Niu: Do industry standards want more people to participate?


Chen Dong:Industry standards are equivalent to the bottom line of the industry. Only if the enterprise standards are higher than this industry standard can the survival of the fittest be able to prove the quality of the company’s products. Europe is following this path, and there is no unified industry standard. , But the corporate standard is double zero water absorption.


Lao Niu: Is your first 3mm product also double zero?

< h2>


Chen Dong: 3mm is not necessarily double zero. As a plate, the application field of rock slabs is wider than that of ceramic tiles. It is more used on kitchen countertops and furniture surfaces, and has a closer contact with people. Therefore, its safety, water absorption, pollution resistance and other aspects will have higher requirements, and there will be sanitary requirements. I personally think that double zero is necessary. Of course, the applicable environment is an important factor to consider.



03

The application prospect of rock slab materials is broad

It can only be achieved in China, but it is "not in a hurry"


Lao Niu: Big industry Most companies are sprinting to make 3mm sheets. What do you think about the application of 3mm sheets?


Chen Dong:From the application of surface materials, rock slabs basically go in two directions, 3mm ultra-thin or thicker than 15-20mm. Because 8-12mm itself is too close to the ceramic tile, it will be diluted in the field of slate. 3mm is more for surface materials, composite panels are used in the home furnishing industry, and 12mm thickness is more for dining tables, or used in areas similar to stone.

To make an analogy, 3mm is more like a wood board, and 12mm is more like a stone. The first thing we thought of after the birth of the rock board was to replace other materials, and to excavate as a unique material.


Lao Niu: Have you discovered more unique uses of rock slabs?


Chen Dong: Let me give you an example. Before Systrom developed a system, and later sold it to a power company to make solar photovoltaic backplanes, polycrystalline silicon and monocrystalline silicon. In the past, it was composited on aluminum panels or Aluminum-plastic panels, but in the case of sunlight, the two thermal expansion coefficients are different, one is monocrystalline silicon similar to glass, and the other is aluminum-plastic panel. Rock slab is the closest material to glass, so the monocrystalline silicon is compounded on the rock slab. The thermal expansion coefficient is close to that of single crystal silicon, and it is more durable and stable. These applications are for people to explore.


Lao Niu: I think there is an application about ships in the Lamina manual. How is it applied?


Chen Dong: Mainly used for decorative panels. Oil tankers sail for a long time in humid, salty, and high-temperature marine environments. The annual cost of reloading, painting and anti-corrosion treatment is very high. Generally, steel plates are used. Paint, or use compression molding board, plastic board, glass fiber reinforced plastic, but this is not the best choice. The performance of ceramic anti-corrosion and high temperature resistance is too superior to be used in this environment, and it is best to choose ceramic plates. This is the application of some cutting-edge subdivisions. Slate expands our ceramic tile manufacturing technology and transforms from decorative materials to functional materials in the past.


Lao Niu: The hardness of ceramics is harder than steel, and it can also be used in military applications.


Chen Dong: We should look at the slate from the perspective of materials, not from the perspective of tiles. It's just that this material can replace ceramic tiles, or can be compatible with some uses of ceramic tiles. The appearance of ceramic slabs has improved this performance and expanded the scope of application.

The biggest advancement in the industry this year is the knowledge that bricks or slabs can not only pave the floor, but can also be used on the table. This is a breakthrough in concept. Why has no one thought of doing this in the past 20 or 30 years? The key breakthrough is technical support, which is produced by large presses.


Lao Niu: We already had this technology in 2000. Today, 20 years later, Slate What do you think should be done to become a big market?


Chen Dong: When we started to build factories in Europe in 2005 and 2006, we realized that this was a good product, but at the beginning everyone didn’t accept it. We were anxious and anxious. When will this technology be available? Domestically, it has been promoted for a long time by letting domestic factories use it. It wasn't until later that I realized that rock slabs can only be made in China, but don't worry. It was born 20 years ago. Today, nearly 20 years later, the rock slab channel suddenly opened, and rock slab products became popular. There are a wide range of application markets. The cross-border application categories are very complete, especially the furniture manufacturing and stone processing industries. In the context of these two industries, they will be invincible in the world. Shunde is a furniture processing base, and Shuitou is the world's largest stone base. This is a historical endowment and a realistic business opportunity.

Currently, rock slab manufacturing, post-processing, and terminal market application services must work hard to make rock slab a bigger market.

The rock slab manufacturing link is the core. Everyone is still arguing about the rock slab standard, indicating that there is no consensus on the technical level. They are all called slates. This depends on time and market PK to understand. In short, the quality of the slabs must be done well. The processing does not crack, does not absorb dirt, and there is no problem in the later stage.

The scale and efficiency of post-processing are the main problems, but there are basically no technical problems.

The terminal market is expanding, but it needs the support of the first two manufacturing and processing links. It is not clear that it will delay and affect the future development of Slate.


Lao Niu: It can't be achieved in Europe.


Chen Dong: European technology is available, but there is no big application environment. For rock slabs to develop, firstly, the market must be large enough; secondly, there must be a complete industrial chain, especially these two supports; thirdly, thanks to the advanced development of domestic Internet application technology, the problem of sales channels has been solved. These three conditions determine that rock slabs will surely become popular in China.


Lao Niu: The application side of the Internet is the best in China.


Chen Dong: Why is it so popular in China, but not in other markets? The Chinese market pays attention to speed and efficiency. A good product spreads very quickly. In Europe, it can only be promoted by annual exhibitions. it.


Lao Niu: Do you want the rock slab to grow slowly?


ChenDong: I hope it will grow slowly, and it will certainly grow slowly. Before I was on a business trip, I wrote a few notes on the development of rock slabs. I simply read them to you:

First, although the market is large, the quality is the first. Duoduo" model, companies must calm down and position themselves well in order to be stable and far-reaching;

Secondly, although Yanban’s business model exceeds expectations, more will go to the 2B model or the head-focused model. , The output of several leading companies will be very large. Similarly, the competition may be more fierce than ceramic tiles. Companies need to be cautious and not "fish in troubled waters."


Lao Niu: You speak very well!


Chen Dong:From the perspective of press equipment manufacturers, we must first insist on making good products; second, we must strive to help our customers make good use of the equipment, create value for customers, and help customers It is very important to grow, produce the best products, and make money; third, to help customers in the final use of the downstream end, come up with better technology, and increase the added value of products.

Therefore, looking back at Systrom in the past 20 years in China, our performance has not fluctuated greatly, and we will not rashly advance, and steadily step out of our own pace.



04

Products are in short supply, but still adhere to high standards

Basically only serve leading companies and grow slowly


Lao Niu: Trending on the rock board Next, how about your overall sales in 2020?


Chen Dong: We started to promote rock slabs in China in 2005, but this year's development completely exceeded expectations.

In 2017, three machines were sold to Nobel, New Pearl, and Gold Medal companies. These three companies are the founders of Chinese rock slabs. Without these three companies, it would be difficult for us to advance beyond 2018. There is no possibility of an outbreak in 2019.

Starting from 2019, our inkjet machines and presses have been in short supply. The inkjet machines have been scheduled for April next year, and the presses have been scheduled for May next year. Although it is so hot in China, we still have to adhere to high standards, be more cautious, and grow slowly.


Lao Niu: How many presses and inkjets will your company sell in the Chinese market in 2020?


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Chen Dong: Up to now (November 2020), 25 presses have been ordered in China, and 150 inkjet machines can be shipped in Suzhou this year.


Lao Niu: From the equipment point of view, where is your company’s next focus?


Chen Dong: In the field of slate decoration technology, the glaze line multifunctional ink is one direction, and the press cloth system is the same direction. The rapid progress in the past two years is in these two directions. Although rock slabs are hot, it is only the early stage of development as our company. Good quality and good service are the most important. This is related to the positioning of Systrom in China over the years. Systrom’s customer coverage is not Very large, but the equipment repurchase rate is very high. We basically only sell and serve leading companies in the industry. We maintain a good cooperative relationship with these major customers.


Lao Niu: What is the maximum tonnage of your mouldless press?


Chen Dong: 56,000 tons, which can achieve a size of 1.6×5.6m. The biggest one is 4.8m, and Nobel is 1.6×4.8m. Talk to us about technologyThe technology is not a problem, the key depends on the customer's application requirements.


Lao Niu: How is the online situation abroad? What are the characteristics?


Chen Dong: The newly launched lines are "big and small" in Turkey and Brazil. They do flexible customization. Their market is not as big as China's rock slabs. The production line must have a balance.


05

The slate is worthy of the entire industry "rework Once again"

The leading enterprise has the commercial initiative


Lao Niu: The enterprise connects with the big B side, For example, hardcover rooms, cabinet factories, etc., what conditions need to be met.


Chen Dong: To connect the big B-end, firstly, it must have a huge production capacity and be able to customize it. For example, if a customer places an order of 50,000 square meters, you can make all kinds of designs and varieties. Second, products The quality must be stable in the long-term, and the company's overall R&D level must be kept up with the strength of repeated games. This requires large companies or a platform to support it. Therefore, the slate is really not a swarm of everyone can get it.


Lao Niu: From the perspective of decorative surface, will rock slabs continue to be updated like ceramic tiles in the future?


Chen Dong:Today's rock slabs are still in the initial stage of the market and are too single. What you can see on the market is inkjet presses and presses. In fact, most of our ceramic tile manufacturing technology processes are Not used yet. We want to make the slate products deep and fine.


Lao Niu: Is it necessary to transfer all the ceramic tile craftsmanship to the slate in the future? h2>


Chen Dong: I think there is a demand for fabrics, bleeds, particles, dry particles, concave-convex films, etc. The decorative effect of rock slabs is close to that of natural stone. All-body craftsmanship is required, and wallpaper and wood are used. Concave-convex films and imitation metal plates need to use functional materials...This requires our company to continuously improve.


Lao Niu: From this perspective, can we explain our equipment and technology including the entire color glaze, chemical You can make another round of big changes around the rock slab.


Chen Dong: I said a word at the 2020 Tanzhou Ceramics Exhibition Forum. From the perspective of rock slabs, I think the year of equipment innovation has arrived. All equipment including pigments, materials, and decoration technologies have come. You can do it again. In the past, our ceramic industry was basically tied to real estate, which was originally a building material. The cycle of the real estate industry basically determines our cycle.

The birth of rock slabs allows us to cross the border from building materials to the field of large home furnishings, which can help ceramic companies pass through this cycle. The birth of slate is of great significance to ceramic tile manufacturing plants, equipment manufacturers and the entire industry. Although it can be done again, there are only a few equipment process technologies that can participate in the entire upstream. In any subdivided field, leading companies will gradually appear.


Lao Niu: In order to realize various craftsmanship in the future, inkjet is actually very important.


Chen Dong:In the past, the inkjet machine was basically one inkjet machine for glaze line, and now there are three in series, inkjet machine for glazing, inkjet machine for decoration, and effect. Inkjet machine. The future will also develop in the direction of digital glaze lines.



06

Ceramic tile companies may also develop into the home furnishing industry

Material companies may also become real terminal brands


Lao Niu: Do you think ceramic tile companies What will the future business model/structure be like? The overall transformation is to separate tiles and slabs, or simply to sell materials?




h2>

Chen Dong: We need to consider this issue from the slate, ceramic tile and even the entire value chain system. Some media views say that we are "buried" in the manufacturing side and have not considered the issue from the perspective of application or processing, but I believe that with the development of time, everyone will be able to better solve this problem.

Previously, paving was a key technology, but paving soon became the consensus of the industry. The next step, home furnishing or downstream processing will gradually become everyone’s consensus, and the processing efficiency and scale will be improved. As a result, ceramic tile companies may also develop processing and home furnishing industries. It is possible that companies that do materials will become a true terminal brand.


Lao Niu: Ceramic tile companies are fully capable of this step. How should companies choose?


Chen Dong: I have inspected the artificial stone industry. The artificial stone factory has a line of 2,000 square meters per day, and the ceramics has a production capacity of 10,000 square meters per day. The impact of rock slabs on the artificial stone industry is very important for them. scary. This one is very replaceable.

Finally, the current ceramic industry enterprises are already large enough and have the strength to go downstream.

I think that many outstanding entrepreneurs will soon be able to figure out whether to choose to continue to work or to return, or to make finished products and push them to downstream applications is just a matter of corporate positioning.


Lao Niu: How much does it cost to invest in a whole line?


Chen Dong: At present, the investment in the entire line will not exceed 100 million yuan, and the amount of imported presses, inkjet machines, and kilns will cost about 70 million yuan.


Lao Niu: According to media statistics, there are 100 production lines for rock slabs, but in fact, many of them are large slabs. It seems that how many real slate lines are there currently? How many will be added next year?


Chen Dong:

The abuse of the word slate has either eliminated a value, or a precise classification, or an opportunity for industry advancement, so more It must be well defined and protected.

Why did I feel this sentence? When the rock slabs first came out, everyone was more cautious in using the word "rock slabs" at first, but soon the small rock slabs came out, and the big slabs came out. No one called Xiaoyanban now, and no one called Daban, all called Yanban.

Because there is no set standard, so many of the media statistics are the big board line. Although the Chinese rock board window period is coming, it will not suddenly burst like this overnight. Now Yanban seems to be more of a commercial advertising vocabulary.

I hope the whole industry can cherish this opportunity for development and progress.


Lao Niu: Okay, there are so many interviews today, I also learned a lot of information, thank you very much, Mr. Chen Give precious time.



Author of this article | Lao Niu


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Label group:[Chen Dong] [ceramic tile] [Ceramic industry

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