For a period of time, many home appliance manufacturers have been actively making a fuss about 'health', and the water heater industry is no exception. Some well-known manufacturers focus on water quality issues, focus on decontamination and sterilization, and focus on healthy bathing. They are very active and have great momentum. , Some people referred it to the height of the industry.
Faced with this hot topic, the reporter was somewhat puzzled that 'purification, sterilization, beauty' is not the expertise of water heater products. Isn't it true that the water heater industry has no license to play? What is the direction of the industry's progress?
Just as the China National Grid recently held a seminar on the future of smart water heater industry in 2018, the water heater industry gathered and the reporter asked a lot of questions. The participants’ opinions were combined to arrive at three perspectives. Understanding is more complete and accurate.
Health cards are not played casually
One of the viewpoints: 'Health' is a brand that a company has carefully played. This is a new exploration of water heater products and meets the needs of people for a better life.
In 2018, the overall idea of Midea Water Heater was to continue to promote 'healthy living water and cold water' on the terminal, to provide users with better products and experience through innovative products.
'The United States' electric water heaters have been promoting the use of 'live water to wash out a healthy shower', and the market acceptance is relatively high. Next, we will upgrade our health to provide consumers with a better bathing experience. Of course, it is not that we push healthily. , That is, quality or other aspects did not do a good job. 'Liao Xiaojing, the person in charge of Midea Group's water heater division, said that the Beverly products of the United States are faced with high-end consumers, have high quality requirements, and pay attention to detail. For example, in the traditional interior of an electric water heater, many brands have three seam welds, and Beverley does only one seam welding, which greatly reduces the risk of water leakage. For heating speeds that consumers care about, the United States can From a very fast, small capacity hot water heating to a much larger capacity increase, they are all satisfied. Based on these needs, Midea further raises its focus on health.
According to the reporter’s understanding, after many years of development, water heaters have become very mature. Large manufacturers have achieved basic skills, product quality and performance are quite emboldened, and will definitely require new changes. Whether it is From the point of view of satisfying the consumer's new expectations or increasing the added value of products, health is a good choice.
Major upgrades need to be hard
The second point of view: There is no limit to the technological innovation. To achieve a major upgrade of water heaters, manufacturers still need to overcome difficulties.
As a leader in the water heater industry, Haier is now engaged in product development and innovation. It divides the problem points into three levels. The first level is related to product, quality, and performance; the second level is related to product category and industry pain points; The three levels are the so-called health, intelligence and other peripheral points.
Basically, the problems of the first level have all been solved, and the problems of the second level, such as the size of the electric water heater, heating speed, and water volume, are not resolved. The electric water heater has no future. 'Haier Electric Sheng Baojing, general manager of water heater industry, said that currently the industry has seen rapid development of gas water heaters. The reason is that in addition to real estate-oriented factors, this category has small size, fast heating, and continuous water supply. After the gas-fired water heater, it will feel that the electric water heater is so large that the heating rate is so slow. After the water is used up, it will be gone. So why buy it?
Sheng Baojing pointed out that in the event that the above three problems cannot be solved, the company focuses on solving health problems and intelligence issues, which is detrimental to the long-term development of the industry. Therefore, the entire electric water heater industry should focus on the second level and focus on three aspects. Puzzles.
Many aspects of innovation promote the development of the industry
Point Three: Each manufacturer actively promotes water heater product and marketing innovation, and conducts diversified explorations. With hundreds of flowers and enthusiasm, it is beneficial to enjoy the consumption upgrade bonus in further satisfying market demands.
The reporter learned from this meeting that the two-year water heater industry's innovation activities are more active than the term 'health'. The companies have done a lot of research on intelligence, health, comfort, energy conservation, and environmental protection. Each has its own specialty, and there are many selling points for the function. The result that the industry wants to achieve is that 'there is always one for you'.
Data show that in 2017, the retail sales of gas water heaters exceeded that of electric storage water heaters for the first time, becoming the largest market share for water heaters. “Gas water heaters are the core business of Wanhe, and Wanhe’s strategy is to stay ahead in this industry. . ' Li Wanbin, director of Wanhe’s new electrical product planning, said that Wanhe's product development is focused on safety and comfort.
'All along, the temperature of the outlet water is not constant, hot and cold is a major pain point for gas water heater users. 'Lin Yifan, Director of the Marketing Department of Linne said, Linne used advanced 3C constant temperature system control technology to solve the problem of unstable water temperature of gas water heaters. .
The energy-efficiency brand is derived from Japan. Zhang Yan, Minister of Marketing (China), said that Japanese people pay attention to the bathing culture. Their research on the temperature control performance and comfort of the water heater is very thorough. This year's energy rate will be temperature-controlled. Accuracy is further upgraded.
Haier focuses on the positioning of global safe water experts, centering on the needs of users, while constantly deepening the establishment of the safety system, and constantly satisfying the needs of users for differentiation.
In addition to playing the technology card, water heater companies also set off a new marketing offensive. Vantage water heater sales center director Liu Guoqing said that Vantage constantly cross-border innovation in marketing, through the entertainment and sports events to increase traffic, and finally diverted to the shop to facilitate purchase, this is Comprehensive marketing methods will ultimately be attributed to brand promotion, stores, and products.
Liu Zhenggen, general manager of the Macro Hot Water Division, stressed that whether a company has prospects for development depends more on whether its products and technologies can meet consumer needs. Of course, in order to adapt to the new situation, the veteran company is also increasing marketing. Strengthen, increase the exposure of the TV program of the title.
Water heater companies have been pushing the transition and upgrading of the market cycle, and now they have ushered in a huge consumer upgrade dividend. The industry is full of confidence in the future development – the water heater industry is expected to grow to be the next breakthrough in the home appliance industry. sector.