For the electric water heater industry in 2017, it was not easy. Under the new normal economy, there were raw materials squeezing profit margins, followed by 'coal to gas', 'peacement of natural gas pipelines' and other market opportunities. It is said that the overall development of the industry is unbelievably optimistic. This has also made electric water heaters, which have served as the 'biggest' water heater market since 2016, suffered from the industry's 'ceilings' and has grown weak.
According to the Forecast Analysis Report on Production and Sales of China Electric Water Heater Industry for 2018-2023 issued by the Industry Research Institute of Qianwang, the output of the entire electric water heater industry reached 28 million units in 2017, and the overall sales volume was about 22 million units, compared with 2016. The 23 million units in the year saw a slight decline. Overall sales exceeded 26 billion yuan, which is close to 5% growth compared to 2016.
It is understood that the electric water heater industry is not only occupied by gas water heaters as part of the market space, but also has excess capacity in the electric water heater market itself and there is a lack of product breakthroughs. For leading brands in the electric water heater market, they can fully leverage their brand and channel advantages. , With more advantages in the industrial chain. For the remaining large number of SMEs, the living space has been further squeezed, and they mostly use price measures to solve the problem of overcapacity.
However, in the context of supply-side structural reforms, such low-cost strategies simply cannot meet consumers' demand for products. Therefore, more electric water heater companies have chosen another route, and that is to focus on the high-end product orientation of user experience. From the survey data of Zhong Yikang, we can see that from January to November of 2017, the average price of storage-type electric water heaters reached 1,784 yuan, an increase of 9.45% year-on-year.
Ebb Tide's brave winner is not brainwashed by low-price strategy in the industry reshuffle. Only in this way is Weibo the most typical. It has withstood the industry's products, scale, services, brands, etc. In a variety of aspects, the comprehensive strength considerations, in 2017 delivered a 33% growth rate to lead the entire water heater industry, and it is also one of the few active brands in the electric water heater market.
While digging through Weibo's high growth, it is not hard to find that they have put more energy on products, differentiated market positioning, and studied consumer pain points. These hard-working efforts have enabled Weibo to achieve good results. Weibo Group Brand Zhang Yumin, general manager of the Operations Management Center, said in an interview, 'The reason that brands can't continue to grow is in products. If there is no product power, marketing is deceptive.'
Zhang Yumin further cited the example of Weibo Wolong No. 1. He pointed out that the electric water heater can warm up while releasing water. When the user turns off the water heater, the water temperature drops back to the inlet water temperature, which is much faster than the traditional water heater. In addition, Weibo has always been at the forefront of bottlenecks in leakage of water heaters, safety, health, etc., and has won the recognition of consumers. It has free bath technology, energy-saving technology, living water technology, safety technology, The core technologies such as capsules and capsules, in terms of safety technology, have specifically solved the problem of poor grounding, poor fitting of the grounding line, electrified water pipes, and other problems that are common in many homes.
Foreign friend consultation
Recently, Weibo brought its hot Zhuo series, Zhizhi series, Heng series, electric new wind speed 5 stunning debut 2018 China (Shunde) Home Appliances Expo. Its products not only attracted a large number of domestic customers, but also attracted overseas friends to come to consult. What Mr. Ou Yongyuan, chairman of Bo Group, said in an exclusive interview, 'Ingenuity is that entrepreneurs would rather bend their own bones and bend their waists, but they must also value their products'. Weibo's 33% growth can be said to be exactly this. The true expression of the sentence.