The difference marketing road of electric water heater industry

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"Father of competition strategy" Porter pointed out that enterprises want to survive in the market competition, either have the cost advantage, or the implementation of differentiated strategy-there are differences in order to have a market, in the same industry competition in an invincible position. The growth of enterprises to be based on the market, first of all to attract consumers eye products or services. Products in all walks of life increasingly homogeneous today, the growth of enterprises must be in the development of products on the basis of innovation, in the operation process to create a differentiated advantage, must achieve business, product and price optimization, to create a new market pattern.

The market for any product is likely to be so, as is the case with the growing electric water heater city. With the improvement of people's living standard, the improvement of living environment, the enhancement of consumers ' time concept and the change of consumption concept, plus the construction and transformation of power grids throughout China, as well as the national policy to promote the construction of power plants, electricity prices will also be reduced, so that the use of electric water heaters in For the electricity water heater market popularization has brought greater development opportunity, the electric water heater market will show the strong development trend, is triggering a water heater market transformation!

Electric water heater Market potential is big

The electric water heater can be divided into two kinds of water storage type electric water heater and fast electric water heater. 30 years of reform and opening-up, China's electric water heater market from scratch, from small to large, from the rapid expansion of the total structure to upgrade, and gradually formed a diversified and multi-level consumer market with Chinese characteristics. The market scale of electric water heater has expanded several times or even dozens of times times than the initial reform, its development achievement has made the world attention.

According to the survey of China Household Electrical Appliance Market Joint Research Group of the State Council Development Research Center, the current domestic water heater ownership rate of Chinese urban households is 72.5%, which has not yet reached saturation point. With the renewal of old users, 48% of urban households will have to buy water heaters over the next 5 years. Conservative estimates, the current Chinese urban households, about 150 million households, such as 50% of the purchase rate, the actual demand for water heaters up to 75 million units, the average annual minimum demand to maintain more than 10 million units, the market capacity of more than 10 billion, of which the electric water heater will account for the entire water heater market 40%!

"The current market of traditional electric water heaters, the future of the hot-type electric water heater market is how big!" Household electrical Appliances Industry senior marketing person Mr. Easy to the hot-type electric water heater prospects more optimistic. He believes that the future of the popular electric water heaters will be large-volume and that is, hot-type two. Large volume in the villa and some of the larger water consumption of the family, hotels or other needs of the operating sites will be more popular, and the family will be energy-saving, environmental protection, compact, practical hot-type electric water heaters, which is the real trend of global water heater development.

That is, the main consumer groups of hot water heaters for urban youth residents, this part of the demand for water heaters from newlyweds or new home decoration, consumption more tend to health, fashion and personalized, the product itself has a healthy water technology, fashion design, that is, the use of the concept of personalized life, Precisely meet the target consumer groups to pursue high standards of psychology. Small size, exquisite appearance of the fast-heating electric water heater, not only to eliminate the user fear of indoor space and collocation of the worry, but also very in line with the psychological needs of the audience and social development trends, therefore, by the youth consumer groups are sought after is also a matter of course. The success of the fast-heating electric water heater in the market is only the first clue, it will have a better future, according to the current domestic rising trend analysis, in three years China's domestic hot water use will be achieved with the United States and Europe, 10 years will have about 30 billion of the market capacity, the market potential is huge, the prospect is infinite.

Electric water heater Market potential, a lot of business acumen keen businessmen have already been eyeing and action, from the previous electric water heater data, that is, hot-type electric water heaters in recent years developed quite quickly, causing a gleam of water heater manufacturers attention. Haier, Siemens, the United States, Wan and other first-line water heater manufacturers have entered the market of electric water heaters, the field of hot-type electric water heaters, some of the early hot-type market to open up the Otranto, Harvard, Olec, Hanover and other manufacturers also contend for red. Faced with the threat of many brand manufacturers and fierce competition, some two or three line brands are more stressed.

Reform and development of electric water heater enterprise

In order to get a slice of the competition in the fierce market, the manufacturers are riveting enough, they recognize that in such a market pattern, take a differentiated route may be a better way out, so, the manufacturers have their own unique form to expand market share.

The United States group broke the traditional electric water heater large size, single appearance, heating slow and other electric water heater drawbacks. The use of subversive creative "fashion printing" (stunning golden flowers, stunning blue and white, lotuses, full red, leaflet grass, cattle, etc.) design and leading speed and heat advantage, the use of unique leading technology and human function, to create a speed, fashion and real still 3 series of products, subversion 1000-3000 yuan industry mainstream price segment. Not only to the beauty of the electric water heater to add cultural elements and visual beauty, but also the water heater to the same products unmatched high-end level.

Olec subvert the traditional industry market to "home" as the goal of the concept, specifically for the female market launched the Imperial Concubine Water heaters. From Guangzhou's new fast Electric water heater is also another alternative, specifically for the gift market to sell electric water heaters, such as the use of wedding and other festive market launch of "good wishes" appearance of the electric water heater. There are also a number of manufacturers to take a more differentiated route, such as Hanover has been based on DSC single Crystal Shield Non-metallic Electrothermal patented technology as a selling point, Gomei electric water heater with Emerson heating pipe and durable inside the selling point; there are some businesses in order to win a place, the introduction of light wave heating electric water heater

Although the entire household appliance industry has been affected by the international financial crisis, but compared to other household appliances, electric water heater industry in front of the crisis performance is good, not only to achieve a stable overall growth, the industry has completed a structural upgrade. 2008 China Electric water heater total sales of 8.48 million units, an increase of 7.01%, although over the previous year more than 9% of the increase has fallen, but the entire industry has achieved good results, still occupy the water heater market sales first position. The electric water heater market did well in the three quarter of 2008 years ago, only to fall sharply from the impact of the international financial crisis in the quarter, and thus drag down the industry's growth rate all year round. 2009 The first quarter of the electric water heater market year-on-year decline of 20%. Despite the strong impact of the international financial crisis, but the overall market order is good, and the three or four-tier market is growing fast. Electric water heaters compared to other household appliances can achieve better results, in addition to its original market potential, but also with electric water heater manufacturers can be new, and strive to differentiate the operation of stimulating consumer purchase closely linked.

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