As it's the sixth time in 10 years that the European Union (EU) had launched an anti-dumping probe into imports of Chinese ceramic tiles, it's also time for the ceramic makers to focus on the future and think about comprehensive counter-measures.

On June 21, the EU launched an anti-dumping probe into imports of ceramic tiles originating in China.

The complaint was lodged May 7 by the European Ceramic Tile Manufacturer's Federation, which reportedly alleged that the Chinese tiles were being dumped at an average margin of 140 percent, according to the European Commission.

If the commission thinks the anti-dumping charges are true, a 430.5-percent punitive tariff would be imposed on the Chinese ceramic companies, which means the EU's ceramic market would be closed to 'made-in-China' products.

It's virtually trade protectionism in the name of anti-dumping, which the Chinese ceramic firms are battling in compliance with WTO rules.

However, as it is the sixth EU probe in 10 years, the Chinese ceramic manufacturers should focus on the future and take comprehensive counter-measures to fully cast off the anti-dumping charges.

In recent years, various preferential measures and duty drawback policies have spurred the sale of Chinese ceramic products in the international market.

However, great price quality will not always be an advantage and the Chinese ceramic firms should create their own national brands and develop products with high added-value.

Besides, they also have to work together to defend themselves in the EU anti-dumping investigation.

Without concerted benefits, concerted efforts will never be made. As more than 1,000 Chinese ceramic producers are involved in the case, it's crucial for the industry to perfect the conformity mechanism of the internal benefits.

China has faced an increased number of dumping charges since the outbreak of the global economic crisis.

Many of its trade partners have adopted anti-dumping and safeguarding measures to protect their domestic industries because of a stagnant economy. Therefore, it is vital for the Chinese firms to take active measures to turn the scale.