Eagle Ceramics is a brand belonging to China and the world, and it is expected to create the globally trusted quality through technical, marketing and management innovation in the future, and also to establish more specialized and independent business units to enhance depth marketing in international trade. Eagle Ceramics is willing to cooperate with all partners for a favorable industrial development, and we are also willing to share our development opportunity in China with the world.
——Lin Wei， CEO of Eagles Ceramics
鹰牌，中国的鹰牌，世界的鹰牌，立足于科技、营销、管理的创新，坚持打造全球信赖的品质，坚持以产品为基础、以服务为核心、以文化为灵魂、以创新为动力。随着鹰牌集团的成立，我们成立了专业化程度更高的科技公司，为陶瓷行业建立全球性科技平台;同时也成立了运作更独立的国际贸易公司加强全球范围的深度营销。鹰牌愿意与所有有利于行业发展的力量合作，我们愿意和世界各国分享中国的发展机遇。
——林伟 鹰牌陶瓷总裁
The world’s largest and most famous architectural ceramics and bathroom products exhibition, namely the CERSAIE in Bologna Italy will be held on September 28th 2010. Being the only exhibitor from China, it will be the 13th year that Eagle Ceramics represents China’s ceramics industry in this top level ceramics exhibition. For these 13 years, the company has been able to demonstrate its achievement in product R&D and brand philosophy, and also provided the world with an opportunity to gain an insight of innovation and development opportunities in China’s ceramics industry. The 36 years’ history of Eagle Ceramics is also a showcase for people wishing to understand China’s modern architectural ceramics industry.
From an small workshop to a modern factory
Eagle Ceramics was formerly the Shiwan Ceramic Crafts Factory founded in 1974. It inherited the traditional manufacturing process of folk kiln in Shiwan, and produced ordinary ceramic ware for daily use by manual production at the early stage.
In 1978, China implemented the reform and opening-up policy, and in 1979, Guangdong became the first provinces implementing the opening-up policy in China. As a result, the Pearl River Delta Region was able to take the lead in development. The rapid economic development promoted plant construction and urban construction, and therefore gradually stimulated people’s demand for high quality residences.
At the early stage, the company encountered great difficulties, and therefore it attached great importance to employee training and education, and also cultivated the good tradition of energy and consumption saving, cost control, technical competition and quality improvement. In early 1980s, the company’s management realized that there is great potential demand for architectural ceramics due to changes in macro economy. In 1983, Foshan Acid-Resistant Ceramics Factory introduced the first automatic ceramic tiles production line from Italy to China. In 1984, Eagle Ceramics decided to make a strategic shift of the company’s core business from artistic ceramics to architectural ceramics, and since then it started to lead the flourishing development of China’s modern architectural ceramics industry.
In 1987, through an exhaustive market research and in-depth analysis, and based on the company’s actual situation, Eagle Ceramics regarded “producing high quality Chinese ceramics” as the business philosophy. He has successively spent huge sum of money to introduce advanced ceramics manufacturing equipment and sophisticated technology from Italy and Germany, and therefore laid a solid foundation for the company’s positive development.
Leading the market with technology R&D
Since the first day when Eagle Ceramics entered the architectural ceramics industry, it has formulated the development strategy of keeping pace with international advancement in terms of equipment, technology, process and formula. Throughout the subsequent twenty year’s development, the company has been leading industrial counterparts and launching many innovative products through its powerful technology R&D capability.
In 1988, the company became the first one to develop three-dimensional printing color glazed tile, namely the natural stone imitation series, stone imitation printing series, granite imitation series, which indicated the company’s entry into a brand new stage of China’s ceramics development.
During 1900~1992, the company successively launched a series of brand new products including the gold rainbow glazed external tiles, crystal ornamented interior tile, precious metal ornamented glazed interior tile, crystal floor tile and so on, thanks to which, the company made great success in the architectural ceramics market and created a new consumption trend in architectural and decorative materials. Due to the successful incorporation of artistic style, the company’s products remain a favorite for consumers, and the company’s image as a professional ceramics company is also enhanced.
In 1993, The company realized that the evolution of urban civilization will necessarily bring about change in bathrooms, so it took the lead in introducing sanitary ware production line from Germany. The great commercial success of the company’s 6L toilet product has resulted in a great change in China’s bathroom product industry.
In 1994, the company started to produce the 600X600mm flow-printing ceramic tile. Through using a special process, the company has been able to print a great variety of patterns on its ceramic tiles and therefore resulted in a great change in the habit of decoration companies. Along with the company’s success, numerous polished tiles entered thousands of families. At that time there were only a few companies capable of producing such products, and this indicated that Eagle Ceramics had achieved technological leadership among its industrial counterparts.
In 1996, the company invested huge sum of money to cooperate with the Italian NASSAT in producing the world’s first 5000-ton press, and in the same year, it successfully developed the large-sized natural stone imitation polished tile of 1x1m and 1.2 x0.8m sizes, and it also produced the world’s first tile with cambered surface and large size, surprising the entire architectural ceramics industry.
In 1997, the company created the wall dry-hanging technology for large-sized ceramic plate, which further expanded the application of ceramic tiles, thanks to which, the company established its leadership in China’s architectural ceramics industry.
Globally trusted quality
The world’s best polished tiles come from China, and China’s best polished tiles come from Eagle Ceramics. Eagle Ceramics won both the market and trust from the world’s ceramics industry thanks to its leading technology and premium product quality. The company slogan “The Globally Trusted Quality” exactly paints the picture that the company’s products are selling well in more than 40 countries and regions including Italy, Canada, Russia, the USA, German and French. The company has registered trademarks in ten countries and regions including Hong Kong, Taiwan, Singapore, Jordan, Madrid, Lebanon, Oman, Thailand, South Korea and Great Britain and North Ireland, and has established overseas offices in Hong Kong and Singapore.
Eagle Ceramics has been always exploiting international building material market with proprietary brands. According to the China’s 500 Most Valuable Brands of 2010 published On Jun 28th 2010 by the international prestigious brand evaluation institute, the World Brand Lab, the company’s brand value has increased to 2.282 billion Yuan, representing a 234 million Yuan and 11.43% year-on-year increase.
In 1999, Eagle Ceramics went officially public in Singapore Exchange, becoming the first Chinese architectural ceramics company going public overseas and the first one to test the water in international capital operation. On Aug 18th 2010, Guangdong Eagle Ceramics Group was officially established, and Lin Wei was appointed the CEO and provided a new vision in international cooperation.
Lin gave brand new meaning to the company’s philosophy “Globally Trusted Quality”, by incorporating corporate responsibility and employee compliance into this philosophy, namely “Good quality, responsible business practice, employee behavior and corporate culture”.
Sharing with partner and creating the Silicon Valley for Ceramics
This responsible corporate culture not only applies to the company itself but also to its partner.
Historically, the company cooperated with Keda Industrial to develop the Magician Fabric System. This cooperation involved a product-oriented development which promoted the development of equipment in ceramics industry. As a result of this cooperation, China’s ceramics industry entered the “Age of Fabric Truck”. The worldly advanced “Fantastic” series ceramic tiles jointly developed by the company and Keda have a performance fully comparable to that of natural stones, resulting in great change in decoration habit and a leadership among industrial counterparts.
For many years, while demonstrating the strength and development situation of China’s ceramics industry, the company also imported global counterparts’ advanced design concept and marketing method to China, promoting the continuous development of China’s architectural ceramics.
Currently, Eagle Ceramics has established partnership with many universities and research institutes including Jindezhen Ceramic Institute and Hunan University, and has reached cooperation agreement with the Spanish Duato in product design, sales analysis and so on.
Particularly, being one of the projects for creating China’s Silicon Valley of Ceramics Industry, the R&D building is positioned as the base for cooperation between industries, universities and research institutes, and research institutes including the Chinese Academy of Science will be introduced into the base. To promote energy-saving and emission reduction, environmental protection and industrial upgrade, partners will be invited from all over the world, and overseas advanced product design and R&D companies will be introduced in, to promote China’s low-carbon economy development while continuously developing new products.
世界规模最大、知名度最高的建筑陶瓷卫浴展览会——博罗尼亚陶瓷卫浴展(CERSAIE)将于2010年9月28日开幕。鹰牌陶瓷作为中国唯一参展商，将连续13年代表中国陶瓷行业参与该项世界陶瓷顶级盛会。13年来，鹰牌陶瓷凭借这一舞台，不但充分地展现了自己在产品研发和品牌理念上的进步，也为世界提供了一个深入了解中国陶瓷的创新与发展的机会。而鹰牌陶瓷36周年的历史，更是所有要了解中国现代建陶业的人不可错失的一个标本。
从手工业作坊到现代化工厂
鹰牌陶瓷创建于1974年，前身是石湾工艺陶瓷厂，最初也仅仅是以手工的方式，承接石湾民窑的传统制造工艺美术陶瓷。
1978年，中国实行改革开放。1979年，广东省成为全国最早实行对外开放的省份之一。珠三角地区从而得到了率先发展的良机，而经济的活跃，也推动了厂房建设和城市建设，并逐步释放出人们对于高品质住宅的需求。
早期的鹰牌企业条件十分艰苦，因而十分注重对于员工的培训和教育，也养成了节能降耗控制成本，技术比拼提高质量的光荣传统。80年代初期，鹰牌人敏锐地意识到，随着宏观经济的变化，潜藏着对建筑陶瓷的迫切需要。1984年，鹰牌企业毅然决定由美术陶瓷向建筑陶瓷的战略转型，由此开始引领中国现代建筑陶瓷蓬勃发展的新历程。
1987年，经过详尽的市场调查和深入的分析，结合企业自身的状况，鹰牌将“生产高品质的中国陶瓷”作为企业经营理念，并斥巨资先后引进了意大利、德国等国外先进陶瓷制造设备及尖端技术，为企业的良性发展打下了坚实的基础。
以技术研发引领市场
从鹰牌进入建陶行业的第一天起，就确立了设备、技术、工艺、配方要做到与国际先进水平同步发展的策略。此后二十多年的发展中，鹰牌一直以强大的技术研发能力走在行业前列，产品多次开创市场先河。
1988年，鹰牌公司率先开发出立体印花彩釉砖——仿天然石系列、仿石印花系列、仿花岗岩系列，标志着中国陶瓷产品进入了一个全新的历史时期。
1990—1992年，鹰牌以应接不暇之势推出金光彩虹釉面外墙砖、水晶饰花内墙砖、贵金属饰花釉面内墙砖、水晶地板砖等一系列全新产品，成为当时建陶市场的宠儿，创造了建筑装饰材料的消费新潮流。鹰牌的专业形象由此迈上了一个新的台阶。
1993年，鹰牌意识到城市文明的进化必然带来卫生间的变革，因此率先引进德国卫生洁具生产线，带动了中国的卫浴生产大变革。
1994年，鹰牌开始生产600X600mm渗化瓷质砖，通过特殊的工艺，使渗花图案丰富多彩，引导了一场装饰公司习惯的大改变，大量抛光砖也随之走进千家万户。当时能规模化生产这类产品的只有极少几家企业，标志着鹰牌在产品技术上已经领先与同行业。
1996年，鹰牌投入巨资与意大利那萨特合作制造出全球第一台5000吨压机，并于同年开发研制出1x1m以及1.2 x0.8m的大规格仿天然石抛光砖，同时还推出世界第一块大规格弧面砖，引起建陶界强烈震撼。
1997年，鹰牌在全国首创大规格瓷质板材外墙干挂技术，进一步扩大瓷砖的应用范围。
品质全球信赖
“世界抛光砖看中国，中国抛光砖看鹰牌。”鹰牌以其领先的技术和过硬的产品质量赢得了市场，同样也赢得世界陶瓷行业的认可。其广告语“品质全球信赖”，恰如其分地描述了鹰牌产品畅销意大利、加拿大、俄罗斯、美国、德国、法国等40多个国家和地区，在香港、台湾、新加坡、约旦、马德里、黎巴嫩、阿曼、泰国、韩国、大不列颠及北爱尔兰等10个国家和地区注册商标，并在香港、新加坡等地建立了海外办事处的清晰版图。
鹰牌陶瓷一直以自主创新和独立品牌开拓国际建材市场，其规范化的操作模式得到了同行的尊重与市场的青睐。每次博洛尼亚展会，鹰牌的展位总是备受关注的一个。2010年6月28日，国际权威品牌评审机构――世界品牌实验室(WorldBrandLab)发布了2010年(第七届)《中国500最具价值品牌》排行榜。鹰牌陶瓷品牌价值上升到22.82亿元，相较2009年上升2.34亿元，涨幅11.43%。
1999年，鹰牌在新加坡联交所正式挂牌上市，成为首家境外上市的中国建筑陶瓷企业，率先试水国际资本运营。
2010年8月18日，广东省鹰牌陶瓷集团有限公司正式成立，林伟出任总裁，鹰牌迎来了又一次飞跃。在2010年8月18日鹰牌陶瓷创新回顾展上，鹰牌展示了近三十年来刷新中国陶瓷业发展历史的四十种经典产品，同时，也展出了多种令社会各界称道的生态类产品，无论是过去还是现在的鹰牌，时刻都昭示着科技创新的本质。
鹰牌的“品质全球信赖”从此有了全新的阐述，由对产品性能的写实描述上升为企业与员工恪守的法制，“鹰牌产品品质要好，鹰牌人做事做人的品质也要好，鹰牌的文化就是负责任的文化。”
联合分享，打造陶瓷硅谷
负责任的文化不但适用于鹰牌内部，也被推行至鹰牌的合作伙伴。
历史上，鹰牌曾联合科达机电，共同研发“魔术师布料系统”，这种合作以产品为导向性的研发，同时促进了陶瓷装备的发展，中国陶瓷行业也由此进入“布料车时代”。与其合作推出的具有世界先进水平的“江山多娇”系列瓷质砖，全面匹敌天然石材，引导出一场装饰习惯的大变革，再度引领行业发展。
多年来，鹰牌陶瓷在向世界展示中国建陶企业的实力与发展状况的同时，也把世界同行的设计理念与营销方法带回中国，促进中国建陶产品的不断进步。但鹰牌的天空显然是没有极限的。
目前，鹰牌陶瓷与景德镇陶瓷学院、湖南大学等多家专业高校建立“产学研”合作关系，并与意大利、西班牙多家公司在产品设计、市场营销方面达成合作协议。对于产品和产业有着宏伟规划的鹰牌，也得到了中国各级政府的强有力的支持。
在产品研发领域，鹰牌将以环保、低碳、节能为关注点，探求从薄板化、轻质化、低温烧制、工业废渣利用等方面多途径、组合式的解决方案。并会在引进特种陶瓷工艺、尝试陶瓷与其他材质组合、扩大陶瓷产品运用范围方面进行攻关实验。
为了推动陶瓷行业的节能减排、环境保护、产业升级，鹰牌积极倡导将佛山建设成为中国陶瓷行业“硅谷”，并将划拨原总部大楼作为科技大厦，定位为产学研基地的承接项目，引进中国科学院等科研单位进驻。“成长的机会属于大家”，鹰牌还将从世界范围内征集合作伙伴，比如国际先进的产品设计、研发公司进驻，共同推动世界陶瓷行业“低碳经济”的发展，共享中国市场的发展机遇。
Voices
Eagle Ceramics has made remarkable achievements, and it is expected to make greater contribution to the rapid and sound development of Shiwan’s ceramics industry.
——Ding Weidong, the Honorary Chairman of China Building Ceramics & Sanitary Ware Association
It is an unavoidable responsibility of Jinddezhen Ceramic Institute to participate in and promote the goal of developing Foshan into the Silicon Valley of Ceramics and Eagle Ceramics into an international leading company.
—— Zhou Jian’er, Principal of Jinddezhen Ceramic Institute
Eagle Ceramics has made numerous contributions to the ceramics industry, and has obtained leadership in many aspects in the architectural ceramics industry; it has cultivated many talents and thus laid a solid foundation for Shiwan to create an international ceramics city.
——Hou Wenquan, Deputy Secretary General of China Ceramics Industry Association
Eagle Ceramics is the leader of China’s architectural ceramics industry which has great potential for development, and we are looking forwards to the company’s future development.
——Chen Huan, Chairman of Guangdong Ceramics Industry Association
Eagle Ceramics should take the initiative in energy-saving, emission reduction, low-carbon operation and environmental protection, and it is expected to find a new path to industrialization.
——Liu Hongbao, Secretary of District Party Committee of Chancheng
Shiwan Sub-district government should regard Eagle Ceramics as the industrial leader and make it the model enterprise for the industry, and it should establish a ceramics headquarter in Shiwan to lead the development of ceramics headquarter economy, to optimize and improve industrial structure.
——Huo Quanji, Member of the Party Working Committee of Shiwan Sub-district, Deputy Director of Shiwan Sub-district Office
声 音
鹰牌取得的巨大成就有目共睹，希望鹰牌能够为石湾陶瓷产业的快速健康发展做出更多的贡献。
——中国建筑卫生陶瓷协会名誉会长丁卫东
佛山要发展成为“陶瓷硅谷”，鹰牌要成为国际标杆性企业，加入并促使完成这些目标是景德镇陶瓷学院责无旁贷的。
——景德镇陶瓷学院院长周建儿
鹰牌在陶瓷行业做出了许多贡献，有许多第一，是建筑陶瓷的领航企业，培养了大批的人才。为石湾打造国际陶瓷提供了一个有力的支撑点。
——中国陶瓷工业协会副秘书长侯文全
鹰牌陶瓷是中国建陶业的一面旗帜，中国的建陶产业还有种非常大的发展空间，我们对于鹰牌所走向的未来充满期待。
——广东省陶瓷工业协会会长陈环
鹰牌陶瓷应该在节能减排和低碳环保方面做出表率作用，希望鹰牌陶瓷能够探索出一条新型的工业化路线。
——禅城区委书记刘宏葆
石湾街道要以鹰牌陶瓷为龙头，并把它打造成产业的示范企业，在石湾建立陶瓷总部以引领打造陶瓷总部经济的步伐，优化提升陶瓷产业结构。
——石湾镇街道党工委委员、办事处副主任霍权基
