景德镇陶瓷产业升级：从千年瓷都到全球贸易中心的转型之路

景德镇陶瓷产业升级：从千年瓷都到全球贸易中心的转型之路

Jingdezhen Ceramic Industry Upgrade: The Transformation from Millennium Porcelain Capital to Global Trade Center

景德镇，这座被誉为"千年瓷都"的城市，正在经历一场深刻的产业变革。从传统手工窑口到现代化陶博城，景德镇陶瓷产业正通过品牌化、数字化和国际化战略实现转型升级。

Jingdezhen, known as the "Millennium Porcelain Capital", is undergoing a profound industrial transformation. From traditional manual kilns to modern Ceramic Expo City, Jingdezhen's ceramic industry is achieving transformation and upgrading through branding, digitalization and internationalization strategies.

品牌化挑战与机遇

Branding Challenges and Opportunities

景德镇陶瓷面临"有产业无品牌"的困境。据统计，规上企业仅占1.3%，年销售额超1亿元的企业不超过5家。徐窑主理人徐志军表示："我们年产6万件已属当地前列，但仍面临品质标准统一、销售渠道等挑战。"

Jingdezhen ceramics face the dilemma of "having industry but no brands". According to statistics, only 1.3% are large-scale enterprises, with no more than 5 companies having annual sales exceeding 100 million yuan. Xu Zhijun, head of Xu Kiln, said: "Our annual output of 60,000 pieces is already among the top locally, but we still face challenges in quality standards and sales channels."

陶博城的战略布局

Strategic Layout of Ceramic Expo City

2023年10月开业的陶博城是景德镇转型的关键一步，包含四大中心：国际陶瓷交易中心、文旅研学中心、国际云仓物流中心和国际会展中心。陶博城董事长胡景平表示："我们的目标是打造陶瓷界的义乌，通过集聚效应提升产业价值。"

The Ceramic Expo City opened in October 2023 is a key step in Jingdezhen's transformation, including four major centers: International Ceramic Trading Center, Cultural Tourism and Research Center, International Cloud Warehouse Logistics Center and International Convention and Exhibition Center. Hu Jingping, chairman of Ceramic Expo City, said: "Our goal is to create a Yiwu in the ceramic industry and enhance industrial value through agglomeration effects."

数字化赋能传统产业

Digital Empowerment of Traditional Industry

腾讯智慧零售为熊窑等企业提供技术支持，直播场均成交提升60%。陶博城甄选小程序上线一年销售额突破6000万，浏览量超700万次。徐志军表示："数字化让我们掌握了品牌话语权，视频号年销售额已占我们总营收近1/3。"

Tencent Smart Retail provides technical support for enterprises like Xiong Kiln, increasing average live broadcast transactions by 60%. The Ceramic Expo City selection mini-program achieved sales of over 60 million yuan and more than 7 million views within one year of launch. Xu Zhijun said: "Digitalization has given us brand discourse power, with annual video account sales accounting for nearly 1/3 of our total revenue."

艺术商品化的新路径

New Path of Art Commercialization

景德镇正在探索"艺术商品化"的第三条道路。徐窑的粉彩瓷产量从2018年的1万件增长到2023年的6万件。陶博城数字贸易科技总经理沈志成表示："我们整合研学、电商、物流等资源，一端保证艺术品质，一端解决商品化难题。"

Jingdezhen is exploring a third way of "art commercialization". The output of Xu Kiln's famille rose porcelain increased from 10,000 pieces in 2018 to 60,000 pieces in 2023. Shen Zhicheng, general manager of Ceramic Expo City Digital Trade Technology, said: "We integrate resources such as research, e-commerce, and logistics to ensure artistic quality on one end and solve commercialization problems on the other."

全球化视野下的未来

Future with Global Vision

跨境电商中心为景德镇陶瓷再出海提供一站式服务。胡景平多次带队赴义乌学习，他表示："我们要让景德镇陶瓷重现1717年用600名龙骑兵交换151件青花瓷的辉煌。"

The cross-border e-commerce center provides one-stop services for Jingdezhen ceramics to go global again. Hu Jingping has led teams to Yiwu many times to study. He said: "We want Jingdezhen ceramics to regain the glory of 151 pieces of blue and white porcelain being exchanged for 600 dragoons in 1717."

结语：景德镇的转型是传统文化与现代商业的完美融合，通过品牌建设、数字化赋能和全球化布局，这座千年瓷都正书写着新的传奇。

Conclusion: Jingdezhen's transformation is a perfect integration of traditional culture and modern commerce. Through brand building, digital empowerment and global layout, this millennium porcelain capital is writing a new legend.