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This
industry is favoured by the fact that the hills between Modena
and Reggio Emilia are rich in clay: the raw material used for
tiles. Tile production dates back to the middle of the 18th Century.
After the Second World War the ceramic district, which was composed
of the communes around Sassuolo and Scandiano  (between
the province of Modena and Reggio Emilia), was re-created and
developed thanks to an old tradition. Today the so-called "tile
valley" represents the most important area at a national
and international level for the production of tiles, for floors
and ceramic coverings. The district is currently considered as
a system-area, which has continued to enrichen thanks to the development
of other sub-products such as: glue, glaze and machinery.
This development and strengthening has occurred through a strong
politics of penetration into foreign markets, with a constant
growth in the innovation and quality of products. The export trend,
compared to the total turnover has increased constantly, since
the late 1970's building up to 60% of the whole current production.
The competitive pressure of some emerging countries of medium-law
level, has led to the disappearance of many companies from this
market, to a higher level, whose success was represented by quality,
range and post-sale services.
The introduction of more and more automated plants managed by
electronic systems has considerable reduced the cost of labour
with respect to the final product. As a  result
of these great changes, the number of companies has decreased,
on the other hand the power of big industrial groups has increased,
some of them are now quoted at the Borsa Valori (stock-exchange)
of Milan.
Nowadays, there are 340 companies in the district, representing
about 80% of the national tile production for floors and ceramic
coverings (it also represents about 30% of world production).
19.800 operators are employed, whilst the turnover amounts to
4,3 billion Euros, considering that 2 billion Euros are obtained
on foreign markets.
Competitive strategy, as already mentioned, is based on a wide
product range offered in a variety of methods, aimed at satisfying
the most diverse of needs and furnishing styles, and all incorporating
the work of the best Italian designers.
The presence in the district of kiln and plant manufacturers for
the ceramics industry, means that the area around Sassuolo is
also an important centre for research and innovations, particularly
regarding advanced automatic production lines. Over 75% of the
mechanical-ceramic companies are located in the area: a technologically
advanced sector which in Italy has become the world leader in
its field.
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