Different skills and achievements in different eras have allowed China to always have breathtaking moments of glory on the map of world ceramics.
From blue and white porcelain to Tang Sancai, from Song Jun porcelain to Yuan blue and white porcelain;
From the reform and opening up in 1978, which kicked off the great development of ceramic industrialization, in 1993, China's architectural ceramic production ranked first in the world for the first time;
From the beginning of the 1980s, there was a boom in equipment imports, and by the mid-1990s, domestic equipment accounted for half of the domestic market;
From the early 2010s, Chinese equipment achieved a breakthrough of 90% domestic market share and 50% market share in overseas emerging markets, to the domestic ceramic equipment represented by Keda Manufacturing. Deep internationalization…
Whether it is the past or the present, Chinese ceramics people have never stopped in their pursuit of the world's top achievements and heights.
Especially with the arrival of the double peak of domestic ceramic tile production capacity and output in the mid-2010s, riding on the east wind of highly globalized world economy, ceramic tile products under China's successful system and Sending production equipment overseas has become the choice of the times.
It is under this turbulent wave that Delitai Technology, which shoulders the mission of promoting China's ceramic equipment to high-end and in-depth globalization, came into being.
Keda, Litai Equipment
The entire line of dual "aircraft carriers" is taking shape
From the moment it opened its doors to the country in 1978, China's ceramic equipment's destiny to move towards globalization was doomed.
By 2014, as domestic ceramic tile production exceeded the 10 billion square meter mark for the first time, China's ceramic tile production and consumption also entered a "bottleneck period", moving from "internationalization" exporting to a few countries to developing markets in Europe and the United States. The march of “globalization”It has become an unavoidable topic for Chinese ceramic equipment.
However, at that time, against the background of the surging wave of global ceramic production equipment integration, only one brand, Keda Manufacturing, in China's ceramic equipment field had the ability to deliver global complete lines of equipment.
The era has brought a new opportunity to Chinese ceramic equipment people.
On May 15, 2016, with the foundation laying ceremony of the R&D and industrialization project of Foshan Henlitai Company, which is wholly owned by Keda, with an annual output of 200 units (sets) of building ceramic intelligent manufacturing equipment, and the founding ceremony of Foshan Delita Technology It was officially held, marking the official completion of the entire ceramic line equipment structure of the "Litai Aircraft Carrier" composed of Henlitai and Delitai.
▲Delitai groundbreaking ceremony
Since then, in China, the world's largest ceramic equipment market, the two major ceramic complete line equipment brands "Made by Keda" and "Litai Brand" have gone hand in hand to move towards the global market, thus forming a supply pattern.
A new era of globalization of China's ceramic equipment has officially begun.
"As early as 2011, when Keda and Henlitai achieved their 'marriage', Keda was determined to build a complete line of ceramic construction equipment under the Henlitai brand and build the second ceramic construction equipment besides Keda. "Aircraft carrier-type enterprise." Regarding the establishment of Delitai, Bian Cheng, chairman of Keda Manufacturing, said many times that with the overcapacity in the industry, it is only a matter of time before domestic ceramic equipment sales encounter market bottlenecks, and he will set his sights on the world and create development. The dual-line equipment brand that fully covers the markets of China and developed countries is Keda's unswerving strategic direction.
It is precisely because of the unlimited market space outside China that Delitai has focused its strategy on overseas markets such as Africa, the Middle East, Southeast Asia, and Russia since its establishment.
As for the positioning of Delitai, Yang Xuexian, general manager of Keda Manufacturing and general manager of Henlitai, said frankly that the establishment of Delitai is an important step in the series strategy of Henlitai's ceramic machines, which enables the company to start from raw materials. The R&D and production capabilities of complete line equipment for ceramic production, molding and firing will lay a solid foundation for the company to achieve its strategic goals, enhance its core competitiveness, and actively participate in international market competition.
Henglitai, Delitai
Mutual assistance between platformization and internationalization
“Henglitai has given Delitai powerful developmentExhibition platform, Delitai has accelerated the pace of Henlitai's internationalization by a big step. " Wu Junliang, marketing director of Litai brand, said that after years of rapid development, by 2015, the enthusiasm for the expansion of new production lines in China's building ceramics industry had dropped rapidly, and the demand for equipment had dropped significantly. Faced with such market conditions, the newly established Delitai turned its attention to In the international market, relying on the team's excellent reputation and deep channel development in overseas markets for more than 20 years, Delitai became one of the Chinese equipment brands with the largest overseas export volume. More importantly, Delitai fought on the Henlitai platform Overseas markets have also helped Henlitai achieve a great leap forward in its internationalization.
“Henglitai’s success in the two major strategies of press diversification and ceramic equipment integration is largely due to the success of Delitai.” Regarding Delitai’s five-year development achievements, Yang Xuexian said frankly , Delitai has undoubtedly achieved greater success in the industry.
This success is mainly reflected in the fact that Delitai has reached the international leading level in the fields of firing, drying equipment and intelligent entire lines, especially in the field of ball milling, press molding, etc. with Henglitai In terms of sector integration, Henlitai and Delitai have achieved seamless connection.
This has made Delitai rank among the "leading companies" in terms of operations, team, technology, management, reputation, brand, scale, market share, standardization, etc. in both domestic and international markets.
Energy Saving Expert
Natural gas energy consumption is as low as 1.55Nm³/㎡
As a company focusing on the field of building and sanitary ceramics, covering many fields such as ceramic tiles, daily ceramics, sanitary ware, foamed ceramics, permeable bricks, special ceramics and new energy vehicle lithium battery materials, it is committed to drying, firing As a national high-tech enterprise that integrates the R&D, design, production and service of equipment and complete line turnkey projects, Delitai has always been committed to providing customers with automatic, intelligent, green and safe production lines for the past five years, and has always been committed to the energy-saving effect of kilns. Represents the highest level in the industry.
▲Delita foam ceramic production line
Relying on years of overseas market accumulation and continuous innovation, the regenerative burner and combustion air heating energy-saving system, transmission operation control system, thermal insulation enhancement system, digital PPC combustion air proportion automatic control system, OCE optimized combustion energy-saving system, Germany Litai patentWith the comprehensive application of technology DHR high-efficiency waste heat recovery relay heating system, in February 2019, Delitai achieved more effective savings in gas consumption in the production line of Mona Lisa Group’s Qingyuan base, allowing Foshan Enterprise’s glazed brick wide-body kiln production line to achieve comprehensive energy The consumption (including five-layer drying and kiln front and glaze line drying) dropped rapidly from 1.8-2.0Nm³ natural gas/㎡ ceramic tile to a new low record of 1.55-1.6Nm³ natural gas/㎡ ceramic tile.
▲Delita permeable brick production line
Relying on this technical advantage, the comprehensive energy consumption of Delitai's subsequent full-glazed and slate slab projects in cooperation with Mona Lisa Guangxi Base, New Pearl, Oceano, Nobel and other leading companies has also set new records repeatedly. With a new low, the energy-saving strength has been widely recognized by the entire industry.
▲Mona Lisa Teng County base production line real scene
Single machine dedicated and precise
The whole line is big and strong
Looking at the history of equipment development in advanced ceramic construction countries in the world, increasing specialization and line integration have always been irreversible trends of development. Whether it is from Germany to Italy or from Italy to China, this is what is followed. 1. Development logic.
As early as May 2016, when Delitai was established, Yang Xuexian, general manager of Henlitai, said that Henlitai’s press project and Delitai’s kiln project would focus on their respective fields and face each other independently. Market operation involves both division of labor and cooperation. Based on the automation and intelligence of equipment, we jointly build a complete ceramic line equipment industry chain to cope with the increasingly fierce international market competition.
By 2020, with the increasing demand for the integration of global ceramic production equipment and the increasing industry influence of Delitai in the construction of ceramic line integration projects, the "Litai brand" has become Henlitai + Delitai The unified output IP of Litai Construction Ceramics Line Engineering Project.
Regarding this change, Wu Junliang said that this is the new strategy and requirements proposed by Keda Group for Henlitai and Delitai in the new era, that is, Henlitai and Delitai will be replaced in the fields of presses and kilns respectively. Tai continues to work in the direction of "specialization and precision", continues to widen the gap with competitors in the single-machine field of these devices, and becomes the leader that continues to lead the industry;
▲The intelligent complete line of Oceano Guangxi Tengxian Base constructed by Delitai
Under the trend of the current industry trend of complete production line projects, for customers who need complete lines, let Henlitai and Delitai use the "Litai brand" of ball milling, molding, drying, firing and deep processing. The emergence of "big and powerful" IP for whole-line equipment engineering has enabled the development trend of mutual promotion, coexistence and common prosperity among the three.
Through this proactive strategy of "dimension upgrading", Henlitai and Delitai have become more "specialized and refined" in the fields of ball mills, presses, drying and firing equipment, and have also achieved the level of the Litai brand. Ceramic equipment complete line projects are becoming increasingly "big and powerful", thus gaining the favor of more leading companies in the market competition.
▲The complete slate line of Hongyu Group constructed by Delitai
During the 2021 Foshan Tanzhou Industrial Exhibition, Delitai will focus closely on the core of "intelligent whole line". The equipment on display will mainly be firing and drying equipment, and technically it will target the whole line. The purpose of the central control system is to strengthen the central control technology for the series connection of each equipment in the entire line on the premise of insisting that the single-machine equipment for firing and drying be "small and precise", so as to make the connection between the equipment smoother, thereby enhancing the Litai brand The degree of intelligence of the entire line project.
▲The new energy-saving kiln exhibited by Delitai during the 2020 Foshan Tanzhou Exhibition
Henglitai, Delitai
Dual-brand management is highly independent
In recent years, as China's two largest full-line suppliers of aircraft carrier-type ceramic equipment, Keda, Henlitai and Delitai have not only led the industry in technological innovation, but also continuously set a good example for the entire industry in terms of business model changes. A model.
In terms of corporate management, the Keda brand adopts a single-company vertical management model. Equipment research and development, production, sales, and services adopt a business unit model. The Keda brand has jurisdiction over molding, firing, deep processing, accessories, There are 11 major business divisions such as intelligent warehousing and complete lines. The equipment of these 11 major divisions has formed a complete line solution for Keda ceramic production equipment through high integration.
AndThe research and development, production, sales, and services of Henglitai and Delitai's presses, raw materials, and kiln equipment each exist in the form of independent legal persons. The independence and autonomy of the legal persons among the major equipment are higher. Henglitai and Delitai's presses, raw materials, and kiln equipment As the parent company and investor of Delitai, Litai generally only manages the latter at strategic levels such as positioning, culture, and values. Delitai and Henlitai both have unique advantages in brand, research and development, market operations, and team management. High degree of independence.
▲Henglitai large tonnage press
More importantly, Henlitai and Delitai also pioneered the sales of single presses and powder mills under the brand "Henglitai", and the sales of stand-alone firing and drying machines under the brand "Delitai", and the entire equipment The line is a new form of unique brand output in the name of "Litai Brand" integrity.
▲New Pearl Slate Production Line Contracted by Delitai
“The Litai brand’s corporate development model that optimizes and integrates mature technology, teams, channels, and brand resources will provide a new model for model change for China’s building ceramics industry, which is in a critical period of high-quality development.” Yang Xuexian believes that taking After the brutal growth of China's building ceramics industry, it is highly unlikely that a comprehensive, platform-based, large-scale and comprehensive aircraft carrier-type equipment company like Keda Manufacturing will emerge. However, "Litai Brand" integrates mature teams and technologies, and multi-brand The "large integration" enterprise model, which operates independently of each other but is highly integrated, is both "small but refined" in the single-machine field and "big and strong" in the entire line field, will definitely bring new reference significance to the entire industry.
▲Oriental Porcelain Intelligent Line Project undertaken by Delitai
Global Perspective
As a ceramic machine brand with more than 20 years of equipment research and development, production, marketing, and service teams and experience, Delitai has a large number of high-end talents in equipment innovation, marketing, service, and brand building. In the internationalization of the brand He also has rich experience in this area.
Over the years, the Delitai team has accumulated a deep reputation in India, Southeast Asia, Central Asia and other regions, and has established a great reputation in the internationalization journey.A large number of model projects have laid a solid foundation for the brand to move from internationalization to globalization.
▲Italy participates in the exhibition
As early as the establishment of the brand in 2016, Delitai has set its sights on globalization. In addition to the continuous export of equipment to the global high-end market, Delitai has also continued to attract overseas partners such as Europe, North America, South America, and Southeast Asia. Market-localized R&D, marketing, and service elites set up localized branches or offices to provide customers with global, professional, localized, and 24-hour efficient services, creating new value for users as the core strategy of the brand. .
▲Delita global sales network
So far, Delitai has established business relationships in more than 20 countries and regions around the world, with annual revenue reaching about 800 million yuan. It has established 5 service centers around the world, laying a solid foundation for further globalization.
“Continuously integrating Italy’s superior talents, technology, channels, and brand resources, and continuously upgrading Chinese standards with Litai brand characteristics are the direction for further improvement of Delitai’s globalization strategy.” Wu Junliang said frankly that the current globalization of Chinese equipment has already It is a critical period to enter the developed markets of Europe and the United States, which requires not only innovative technologies, but also innovative thinking and models.
▲Delita participates in overseas exhibitions
▲Nobel Ceramics Intelligent Complete Line constructed by Delitai
Strengthen integration with Weigao resources
Toward a higher level of globalization
In recent years, as the domestic market has become increasingly saturated and encouraged by national policies, overseas mergers and acquisitions by Chinese companies have become increasingly popular.
In September 2018, Keda Group completed the acquisition of 60% of the equity of Italy's Wego. The powerful combination of the two major equipment giants has brought Litai brand new advantages in equipment series and control, equipment manufacturing innovation and refinement, etc. The new improvement has opened a window for the Keda and Litai brands to advance into the European and American high-end markets.
▲On September 24, 2018, Keda acquired a 60% stake in the Italian ceramic machine company Welko
On December 30, 2020, as Keda completed the acquisition of the remaining 40% equity of Weigao Company, it officially fully owned Weigao. The comprehensive integration of the two parties in terms of technology, team, channels, etc. was also officially launched. The globalization strategy of Thai brand has also turned a new page.
This means that in terms of model innovation, the Litai brand will make full use of Weigao's technology, reputation, channels, and brand advantages to achieve deeper cooperation between the two parties in technology, market, etc., so as to make the Litai brand the "China "Standard" better integrates the strengths of the two major Chinese and Italian formats, allowing it to have greater autonomy in cooperation with leading companies, making strides into the European and American high-end markets, and achieving a higher level of globalization.
▲The actual scene of the intelligent whole line of Sun Ceramics Group constructed by Delitai
“The joining of Weigao has made the globalization strategy of the Litai brand more focused and focused.” In Wu Junliang’s view, relying on Keda Manufacturing, the three major brands of Keda, Litai and Weigao are independent of each other and have their own characteristics. With the brand management model, in the future, Delitai can fully draw on the influence of the Wego brand in the European and American markets on the basis of integrating the group's superior resources in production, talent, and channels. Under the trend that complete line projects of ceramic equipment are increasingly favored by customers, By "integrating resources with Wego", we will act as a drying and firing equipment provider for Wego's European and American high-end intelligent complete line projects, thereby completely opening up the sales situation in these markets. When our own equipment, technology, and services are fully integrated After being highly recognized by the market, it will be a matter of course to enter the European and American markets under the name of "Litai Brand".
▲Delitai Shanxi Huaguan Ceramics Double-layer Kiln
Let "Litai Brand"
Become the first thought in the industry
Whether it is in the stage of being a state-owned enterprise, or in the period of self-employment, or in 2016, when leading a key team to establish Delitai based on the Henglitai platform, the tireless efforts in brand building and shaping have been the determination of the Delitai team for more than 20 years. The original intention of changing.
Regarding the persistence of the original intention of the brand, Wu Junliang said frankly that no matter what stage of employment, the Delitai team always serves customers with gratitude and creates value for customers as its foundation. It is precisely because of this persistence , the brand height and reputation of Delitai naturally come naturally.
▲Delita Marketing Team
"On the premise of consolidating its leading position in the field of powder making, molding, drying and firing equipment, the Litai brand will not rule out continuing to adopt a force featuring the integration of mature technology, teams, channels and brand resources in the future. "Tai model", continue to add equipment such as inkjet machines and glazing lines into the Litai brand system. "As for the direction of Litai brand promotion, Yang Xuexian introduced that in the future, Keda Manufacturing will continue to adhere to the two major aircraft carrier-type ceramics, Keda and Litai. Equip the entire line of brands with their own distinctive development models, and on a steady basis, expand the scale and influence of the two models.
This means that, relying on the Chinese system with "Litai characteristics", we will achieve full coverage and high share of the global mid-to-high-end market, and together with the Keda brand, we will become the world's two largest brands with high reputation. Building ceramic aircraft carrier equipment manufacturers has become the clearest global blueprint for the Litai brand.
▲Delita production team
“Whether it is talking about single-machine ball mills, presses, kilns, or whole-line projects, the Litai brand hopes to become the natural first thought of people in all industries in the near future.” Wu Junliang said frankly that on a global scale Within the company, whenever there is discussion or practice involving technological innovation of ceramic equipment, full-line services, and model changes, everyone in the industry will immediately think of the Litai brand. This is the brand blueprint that all Delitai people expect.
