Heat Pump Water Heater Industry Competitive Advantage Analysis

Since the heat pump water heater entered domestic development for more than ten years, it has greatly improved whether it is the stability of product quality, the reliability of product performance, the technical innovation, or its market recognition. The consumer market is also growing at a rate of more than 40% per year, and the competitive advantage in the industry has become even more apparent.

Whether it is heat pump companies or distributors have accumulated their own development experience, deepen the understanding of the industry development trends and market consumer demand. In the past year, the heat pump commercial machine market performed well, regardless of the season, because of its obvious advantages in energy saving and comfort, it is widely recognized by the market. Consumers' awareness of heat pump products has been greatly improved. The initial simple attempt has gradually shifted to word-of-mouth marketing, consumers' rational consumption has been enhanced, and word-of-mouth marketing has obvious advantages and effects. At the same time, the company's technological innovation and large-scale production have made significant progress and perfection, the market differentiation advantage of the advantages of winning the market trend is obvious, the accumulation of these advantages have laid the foundation for the development of heat pump water heater in 2012.

Comparative Advantage - Rigid Demand for North and South Markets

The development of heat pumps has made products stand firm in many large cities and developed cities in the country and has shown a momentum of vigorous development. Compared with all current water heaters, the advantages are still more heat pumps.

Gas water heaters, pollution, water temperature instability, high and low times, low safety system, use of about 6 years, equipment prices are generally around 2000 (a family of three); electric water heaters, energy shortages, electricity prices, leakage safety factor Low, using about 6 years, equipment prices are generally around 2000 (a family of three); solar water heaters, installation limitations, the top floor can be installed, the rest is not installed, the annual rainy days accounted for about three-thirds, three-fold Electricity is used for heating, the maintenance rate is high, the service life is about 10 years, the equipment price is about 4,000 yuan (a family of 3); the heat pump water heater is installed without any influence, and can be installed on the first floor to the top floor, and it can be installed indoors and outdoors. Facing south, facing north, facing east, facing west, it can be installed. After-sales maintenance is low, and it can be heated when the sun is snowing and raining. It is not affected by the weather. The service life is 15 years and the equipment price is around 4,000 yuan (a family of three). The energy-saving effect of heat pump water heaters is reflected in the fact that after the consumers continue to use, they can earn back the initial investment costs. In addition, consumers have no safety problems and have no impact on the environment.

The South Market: It has always been the strong consumer awareness of “new” in the secondary and tertiary markets in the South, which will inevitably drive the market development of heat pump water heaters in the secondary and tertiary markets in the South. The economic development in the south, especially in Guangdong, Jiangsu, and Zhejiang, is the fastest, and the reason for the rapid growth is that there are many local industrial enterprises, and environmental pollution is also the most concerned issue. When the basics of the residents' consumption are gradually strong, they naturally think of using energy-saving and environmental protection. The products, heat pump water heaters have requirements.

Northern Region: It is reported that hotels, hotels, hospitals, factories and other places in northern China will become heat pump water heaters occupy the vanguard of the northern market. Under the premise of stable technical performance and guaranteed energy saving, the obvious benefits and low cost of commercial heat pump water heater applications will enable commercial heat pump water heaters to develop rapidly in the northern market. This will also further promote the heat pump water heater market awareness in the northern market and the development of the home market. With the further breakthrough of the heat pump water heater technology innovation, heat pump water heaters will achieve breakthroughs in the heating of the north and the high temperature demanded by the bathrooms. The vast heating demand space in the northern market will be the infinite blue sea of ​​heat pump water heater development.

Standard Advantages - Stimulate Scale Production and Technology Upgrades

With the increase of labor costs and the lack of technical workers in the heat pump water heater industry, the profit margin left by SMEs will certainly become smaller and smaller, and a large number of SMEs will gradually fade out of the market. To this end, it will make further breakthroughs in the scale of production and technological innovation in the entire industry. The competition in the home market and the differentiation in the commercial market will become more apparent. In recent years, the construction of some heat pump water heater enterprises and industrial parks has been accelerated. With the advancement of production technology and the introduction of advanced production equipment, large-scale production of the heat pump water heater industry has become inevitable. The continuous expansion of heat pump water heaters' production capacity will inevitably lead to a drastic drop in product prices.

The reason why “heat pump water heater” shines in the water heater industry is that the overall advantage of “energy saving, safety, and comfort” is obvious. The heat pump technology upgrade and innovation also continue to promote the development of the industry, temperature-sensing frequency conversion technology is the most obvious example. According to reports, temperature-sensing frequency conversion technology is an intelligent technology, when the temperature is high, reduce the operating power to achieve the most energy saving effect; when the temperature is low, increase the operating power to ensure that the unit is the most effective state of heat absorption. This technology ensures that the compressor maintains optimal working conditions all year round, extending the life of the compressor; in addition, it is more energy-efficient than a typical heat pump water heater. Therefore, the application of a temperature-sensing frequency conversion technology, applied to heat pump water heaters will be able to increase the useful life of products and energy-saving degree to a greater extent.

In addition, companies that develop innovative products in market segments will lead the market for heat pump water heaters. Such as: high-temperature heat pump, cryogenic machine, multi-function machine, micro-computer, one machine and other models will become the market's "new fashion."

Channel Advantage - Increased depth and breadth of professionalism

Analyze the current heat pump water heater distributors, mainly air conditioner distributor channels, solar water heater channels, only special heat pump channels. Under the premise that the entire industry is technologically mature and the market maturity is limited, the level and level of dealers' technology in the market are more important for market expansion and business opportunities. The strong distributors have a key leading role in the formation of the leading brands in the heat pump water heater regional market. To truly serve the customers, technical support and professionalism are essential. According to the survey, sales agents that are really well-sold have certain very good technical and professional rough support, and some even have specialized technical teams to support market expansion. With the emphasis on dealer development and training and the strong market demand and the overall maturity of the heat pump market in China, the professionalism of dealers will be greatly enhanced; at the same time, the professional development of the entire channel will also be realized. Will be enhanced. Objectively, it will also play a positive role in the development of the heat pump water heater industry.

Solar water heater distributors have been one of the most important channels for the development of heat pumps. As the crisis in the solar water heater industry has been aggravated, a considerable number of solar water heaters have been converted to heat pumps, or combined projects of solar energy and heat pumps, which save costs for themselves. Customers save energy. In the development of 2014, the crisis faced by the solar water heater industry will become even more apparent. The transformation into a heat pump agent is a change that solar water heater distributors will face in the face of rapid development. In 2012, the use of solar water heaters will be more complete. Air-conditioning and heat pumps should be technically relevant, and air-conditioning dealers are acting as heat pumps, which is a good resource sharing and utilization. In the next market competition, the use of air-conditioning advantage channel resources to help heat pumps, will show a further expansion. In 2014, some large companies began to use their existing air-conditioning channels to carry out distribution and distribution. At the same time, heat pump water heater channels will also be expanded from the traditional three major channels to clean water, kitchen appliances, stores, building materials markets, heating markets, and air-conditioning spare parts. In 2014, some companies in the heat pump market have low dealer survival rates. It will also be resolved to a certain extent due to the development of diversified agents for heat pump water heater distribution agents.

Differential Advantage - Quality Promotion Helps Brands Take Off

After years of rapid development, the heat pump water heater market has produced a large number of well-known brands, and gradually got rid of the past "mixed and small melee" and "mixed and prolonged" situation, forming a new pattern of benign development of the heat pump water heater brand. The excellent quality of products is the foundation of the survival and development of the company. For the development of heat pump water heaters that are not yet mature, the quality assurance is more important for the development of the company and the growth of the industry. A perfect product not only does not cause minor problems, but also brings consumers visual beauty and perfect comfort and low-carbon experience. It can better integrate the thoughtful spirit and humanized details of consumers into the quality of products. This requires companies to continue to discover consumer needs, improve quality and meet demand.

“I have no people, I have excellent people, and I turn for the best” is the only way to win business. The promotion of heat pump water heater products is also expected to achieve the desired results in terms of advertising format and content. Market differentiation competition is a must-go path for companies in the industry's mature path. Exclusive advantages are the trump card for sustainable development of the company. In order to achieve real leap-forward development, enterprises must have their own unique advantages, that is, “watch secrets”. Because when the company's differentiated advantages become the industry's brand and establish an industry model, the industry's attention will naturally focus on you.

The change of consumption concept and the emphasis on branding will promote the market segmentation of heat pump water heater market. Consumers' concept of heat pump water heater consumption is shifting from quality to quality. People's requirements for heat pump water heaters are not merely functional requirements, but also are beautifully decorated. Personality and the need to enjoy a high quality of life. People's needs for heat pump water heaters have moved toward health, environmental protection, and brand development. The brand era of heat pump water heater consumption is approaching. The same promotion must be more in line with the constant satisfaction of consumers of heat pump water heaters. Heat pump publicity media common network, television, print media, promotion law tells us that differentiated quality promotion must be unconventional, will attract more consumer groups to pay attention, and will only know to convey heat pump water heater product advantages, brand advantages.