Recently, in the process of communicating with some people in the industry, the author talked about the same topic: the competition in the solar water heater industry is so fierce that it seems that everything that can be sold is being sold. How much is the solar water heater now?
Sell products in a variety of ways
In the era of product homogeneity, you can find a way to break through and quickly surpass your competitors. The solar water heater industry sells nothing but materials, products, quality, efficacy, hot water, heat, brands and standards.
1, selling collector tubes
As we all know, the heat collection performance is the concrete embodiment of the performance of solar water heaters, and the vacuum tube is the core component that reflects the core performance. 1980s, the solar water heater collector tube invented by Professor Yin Zhiqiang of Tsinghua University with single-target magnetron sputtering coating technology came out in China, creating a new era of in-line solar water heaters. From the beginning, people began to bomb round after round around the differentiation of collector tubes. For example, Zijin tube, Sangao tube, Guanzhong tube, SQ tube, titanium tube, polar ultracold tube, Antarctic tube, double vacuum tube, microwave tube, super power tube, space tube and so on. Four Seasons Muge embodies the power of their collector tubes by "letting hot water run", followed by "letting hot water run at an accelerated speed". In this way, after several rounds of indiscriminate bombing, many consumers found that there is no fundamental difference in thermal efficiency of solar water heater collector tubes.
Step 2 sell hot water
After 2000, the hot water represented by the "living water core" launched by Four Seasons Muge was sold and pushed.
A broad wave of solar water heaters swept in. Many enterprises have followed suit, such as organic water, sterilization water and healthy hot water. Some companies directly say that the hot water of their solar water heaters can be drunk directly. Many related products and technologies are constantly emerging, such as Muyu Stone, Tuomalin, Maifan Stone, Shuijingbao, etc ... The hot water generated by solar water heaters is mainly used for bathing and laundry in people's daily life. It seems that consumers don't care much about water quality, so the hot water war in the market will gradually cool down.
Step 3 sell calories
Sun R&, patented technology is grafted by hand, and R& is a thermal insulation film, which puts forward the concept of thermal insulation wall and holds high the banner of "heat collection is the foundation and thermal insulation is the key". The category of solar water heaters was opened up in the market, and it was quickly recognized by consumers. Later, many similar concepts appeared in the market, such as thermal insulation clothes, thermal insulation tiles, anti-freezing walls, thermal insulation cabins and so on. What's more, the concept of thermal insulation wall was directly developed. In order to further divide the market, Sun Yu put forward the slogan "Solar energy with insulation wall can only be used in winter", which later evolved into "insulation wall-the standard of solar energy used in winter". In this way, the market set off a heat preservation movement of solar water heaters. So, lock heat, double lock heat, keep heat xx, keep heat all the time, and so on.
Step 4 sell products
Solar water heater product is a system, and consumers are more concerned about the overall performance of the product. This may be yellow.
In view of the problems existing in the terminal solar water heater, it is put forward that "winter use is standard", which has established the market position in one fell swoop. Then, aiming at the frequent problems of solar water heater components, the concept of original all-in-one machine is put forward, and a series of promotional activities have achieved results. The phenomenon that original all-in-one machines follow suit is almost crazy, and many original all-in-one machines have been produced on the market. Therefore, Huang Ming put forward the concept of "primitive integration" to popularize the whole solar water heating system. Recently, a new "3G solar energy" was introduced. In the industry, Meida Solar has launched full-efficiency solar energy in a unique way, playing the slogan "It is no longer cold this winter", which is closer to the market and gives many consumers a refreshing feeling. It got a share in the solar hot water system war. So many enterprises began to integrate along this line of thinking, and many concepts were dazzling, such as "complete industrial chain, hot water every day", full intelligent solar energy, digital solar energy, digital solar energy, high-efficiency and energy-saving solar energy and so on.
5. Sales effectiveness
The efficacy of the product should be a good selling point, so some solar energy companies began to play health care cards and introduced things such as sterilization, health care and cancer prevention. This makes many consumers feel unreliable, so it has not been promoted in the market.
Step 6 sell brands
At present, I think there are not many brands selling solar water heaters. How to buy a brand requires skill.
Coincidentally, enterprises can also consider selling brands according to their own actual conditions. Sun Rain, Huang Ming and the United States have taken action in this regard.
7. Sales standards
Many experiences show that standards are a sharp weapon of competition. And there are almost no standard enterprises in our solar water heater industry. It is reported that the national mandatory standard energy efficiency label for solar water heater industry will be implemented on 20 10. Experts said that once the standards are implemented, SMEs may face enormous challenges. It is possible to eliminate a number of products and enterprises through such standards. Subsequently, there will be enterprises selling standards.
What to sell in the future
What will solar water heaters sell in the future? This is a topic that many people in the industry have been exploring. Now basically all the markets that can be thought of have been sold, how to find a way out?
Recently, the author has been discussing this issue in chatting with some dealers. A dealer in Shanxi Sangxia said that it is very tiring to distribute solar water heaters now, the product quality is basically the same, and the price difference is understandable, but manufacturers should provide more services. When solar water heaters leave the factory, unlike air conditioners, refrigerators, color TVs and washing machines, consumers can use them normally when they buy them and plug them in. It requires dealers to buy and assemble related parts, and more importantly, install services. Many dealers lack this knowledge, so that problems often occur. Liu Xiaoming, a domestic practical marketing trainer, recently said at the brand development forum of Haining Solar Expo that manufacturers should be the brands in the minds of dealers. Manufacturers are more faced with dealers and should be given more care and help. In particular, service and training are particularly important. I think selling services is a way in the future. Haier is famous for its service. After all, there is no service differentiation in solar energy enterprises at present. The key is to see who can take the lead in carrying the banner of service.
Channel is king has been the knowledge of our industry for many years. With more channel resources, you can spread or sell your products smoothly. Home appliance hypermarkets such as Dazhong, Gome and Suning are good success stories. Wu, president of Tsinghua Sunshine Company, foresees that the urban channel of solar water heater industry may appear in this form in the future. Similarly, Dell in the IT industry has only occupied the advantages of channels and logistics, and has not achieved brilliant results. Buying channels in the future is also a way.
Luo, director of the china association of rural energy industry Solar Thermal Utilization Professional Committee, said, "What really drives the development of the entire solar water heater industry in China is product innovation, and product innovation depends on scientific and technological progress and investment." At present, the research and development of solar water heater industry is not much, and the manpower, material resources and financial resources invested are not enough. Enterprises can carry out scientific and technological research and development according to their own advantages, constantly innovate products, and thus sell patents or standards. It is reported that the United States has declared bankruptcy for many years, but it still gets a lot of patent fees and patent infringement compensation every year. Similarly, Jiangsu Guang Guang Technology Co., Ltd. developed the enamel confined water tank through product innovation, and occupied the high-end market in one fell swoop. At least double the growth every year, which is the power of technology.
A Colgate executive once said that what they care about is not toothpaste and toothbrush, but what is in the mouth and head when the toothbrush is inserted. In fact, what solar water heaters bring to consumers is the most important. Now we might as well open our minds from this angle. Maybe you will find the essence of our solar water heater industry and open up another world. In a word, solar water heater enterprises should differentiate themselves according to their own advantages, such as market segmentation in products, technologies, channels, services, design, etc., so as to form core competitiveness and thus the legendary swordsman.