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YINGTIANHUI
13
2016
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06
Capacity expansion, sluggish demand, domestic chlor-alkali industry to accelerate industrial restructuring
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In the past 10 years, China's chlor-alkali industry has developed rapidly and has become one of the world's largest chlor-alkali producers. In 2003, factors such as the success of anti-dumping of PVC in mainland China and the rise in crude oil prices promoted the rapid expansion of domestic calcium carbide PVC production capacity. From 2003 to 2013, domestic PVC production increased from more than 400 million tons to more than 1500 million tons. If the chlor-alkali industry has entered an adjustment and transition period after the 2008 financial crisis, then with the continuous release of new plant capacity and the continued downturn in downstream market demand, the accelerated reshuffle of the domestic chlor-alkali industry has quietly arrived.
At present, the situation facing chlor-alkali enterprises is extremely grim. The capacity release of the new expansion plant is still continuing. In 2014, the new capacity of PVC planned to be put into production will reach more than 300 million tons, and the production capacity of caustic soda will reach more than 500 million tons. In addition, the low utilization efficiency of the device and the fierce competition for product homogeneity have gradually revealed the structural contradiction of the imbalance between supply and demand in the chlor-alkali industry. Under the current environment of downward economic pressure, the product prices and costs of chlor-alkali enterprises in China are upside down, the market prices continue to run at a low level, the shrinking market demand leads to unsalable products, most enterprises reduce profits or even lose money, and the production and operation of enterprises are in a difficult situation. The eastern region is close to the product market, and the level of local consumption and foreign export is relatively high; while the western region is rich in coal and electric power resources, relying on resource advantages and scale advantages through low-cost expansion, the industry concentration is relatively high, and the eastern and western enterprises coexist and competition Increasingly fierce.
Various signs indicate that the chlor-alkali industry is bound to shuffle in the fierce market competition. First, in order to obtain sufficient raw material protection, China's PVC industry from the east to the central and western regions of the general trend, and will gradually form the western calcium carbide PVC-based, eastern ethylene PVC-based industrial pattern. Second, with the acceleration of the integration of the chlor-alkali industry, some enterprises with low technical content, small scale and high pollution gradually lose their competitiveness, and some large chlor-alkali enterprises with scale advantages will stand out in the process of industry reshuffle. Third, after the continuous adjustment of the industrial structure, the chlor-alkali industry will gradually develop from a single industry to a diversified industry with a high degree of resource transformation, and form a low-carbon, environmentally friendly and efficient circular economy development model. Fourth, with the rapid growth of PVC production capacity and output, most enterprises will gradually form an organic whole of raw material supply, production and processing, marketing and logistics and transportation. Fifth, in the fiercely competitive market environment, internal potential, physical fitness, through the change of management thinking, gradually from extensive management to standardized, refined management mode transition, so as to enhance the market risk resistance ability of enterprises.
Chlor-alkali enterprises must take advantage of the situation and actively take effective measures: first, continue to improve the industrial chain. Relying on the advantages of resources and circular transformation and development, we will form a complete industrial chain of coal, raw salt, electric power, calcium carbide, polyvinyl chloride and waste slag cement, promote the adjustment of industrial structure, adhere to circular development, low-carbon development and efficient development, reduce production costs, and win more development space for enterprises. Second, focus on chlor-alkali downstream product differentiation. With the rapid expansion of production capacity, structural overcapacity of chlor-alkali has become an indisputable fact. Chlor-alkali enterprises should adjust measures to local conditions, increase the derivative strength of downstream products, and at the same time avoid product homogenization competition according to market demand. Three is constantly innovative marketing model. Multi-channel marketing, optimize customers, create online platform transactions and other optimized distribution networks, occupy market share, enhance corporate brands, and win greater development space.
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