产业健康生态

Search documents
成本乱象与虚假宣传夹击 建盏产业如何破局?
Zhong Guo Xin Wen Wang· 2025-06-11 06:47
Core Viewpoint - The Jian Zhan industry is facing challenges due to price chaos and trust crises exacerbated by live-streaming e-commerce, despite its rich cultural heritage and unique craftsmanship [1][3]. Group 1: Market Dynamics - The wholesale price of electric-fired Jian Zhan can be as low as 10 yuan, while the same product is marketed as "intangible cultural heritage" and sold for 666 yuan in live-streaming sessions, with single sales exceeding 500,000 yuan [3]. - Electric firing, which uses porcelain clay instead of local mineral soil, has a production cost of 15 to 20 yuan and a yield rate over 80%, while traditional wood-fired methods have a yield rate below 10% and a single piece cost exceeding 1,000 yuan [3]. - In 2023, electric-fired products accounted for over 70% of the market, while traditional wood-fired Jian Zhan only represented 5% [3]. Group 2: Regulatory Actions - The Jian Zhan market regulatory department has conducted inspections involving over 100 personnel across more than 70 businesses, resulting in the closure of 28 fake live-streaming setups and the banning of accounts on three live-streaming platforms [3][4]. - Since the launch of the "Clear Action" initiative, counterfeit products worth 2.42 million yuan have been destroyed, and 53 rectification notices have been issued [4]. Group 3: Industry Response - The Fujian Provincial Ceramic Association has established standards to differentiate production methods and is advocating for increased promotion of authentic Jian Zhan [4]. - The Jian Zhan industry is actively engaging in self-help measures, such as integrating cultural experiences with tourism, aiming to attract over 2,000 young participants from both sides of the Taiwan Strait in 2024 [5]. - A quality insurance system is being promoted, where industry associations will set up special funds to compensate consumers for counterfeit products, thereby encouraging honest business practices [5]. Group 4: Future Outlook - The authenticity rate of Jian Zhan products is expected to rise to 65% in 2024, with a 40% decrease in consumer complaints, although issues like false advertising in cross-border e-commerce and illegal influx of non-local clay remain unresolved [6]. - The industry advocates for a balanced coexistence of electric and wood-fired methods, where electric firing meets mass consumer demand while wood firing preserves cultural essence, aiming for a healthy ecosystem in the Jian Zhan industry [6].