The new developments in the property market are constantly stimulating the public's sensitive nerves. In 2017, as property market tightening measures continue to increase, real estate after-market property industries such as home appliances began to permeate a pessimistic mood, even if the water heater industry has grown in recent years. , also affected by this mood. In 2018, the water heater industry is facing what kind of market conditions, where the future of the company's roads, in April 26th, 'Water and the future of the water heater industry in the future to enjoy the new ideas of the future 2018 Will' we found the answer.
The property market influences Mogao to differentiate and grow
As the leading company in the electric water heater industry, Sheng Baojing, general manager of Haier Electric Water Heater Industry, concluded that after the first quarter operating conditions, 'since the impact of the property market's lag, the retail terminal in the first quarter was not affected by the regulation. However, we predict that it will start from the second half of the year. This effect will gradually appear. ' However, he reminded everyone not to exaggerate this effect, 'water heater consumer end, one is a new user, one is a new user. And the current round of property market regulation, the impact is mainly a second and second line Incremental users of new hotspot cities; no impact on the replacement users and still hot three or four markets. With the advent of consumer upgrades and the arrival of the popular trend of water heaters in the three-and-four-wire market, enterprises must not 'seeing the world', and It is necessary to change their thinking, grasp the primary and secondary markets with high-end upgrades, and develop three or four blue ocean markets with channel sinking.
As a serious 'partial sector' brand in the field of electric heating, Sheng Baojing shared the path innovation of Haier's electric water heater industry. 'We mainly grasp two core factors. First, we use product upgrades to keep existing users, promote users to replace new ones, and implement new ones. Selling high, looking for increments in stocks. First, to seize the rural market in rural areas, with the withdrawal of solar water heaters from the market, electric heating products with universal adaptability and high cost-effectiveness become the first choice for consumers. Become the main battlefield of electric products. Grasping these two points, even if the property market regulation becomes more violent, its impact will be limited.
With the improvement of the domestic gas pipeline network, especially the promotion of the “coal to gas” policy, the gas water heater industry has ushered in a golden period of rapid development. Yulin, Director of Marketing and Product Planning Department of Linne, believes that the laying of the natural gas pipeline network in China and The supply has been improving year by year, bringing a very favorable external environment for the development of gas water heaters. 'We have inspected a lot of hardcover houses and found that if the hardcover houses are equipped with water heaters, they are mostly gas products; there is no hardcover for supporting water heaters. The reserved pipelines are also mostly gas interfaces. This type of guidance is in itself conducive to the development of gas-fired gas categories. 'The gas-fired products have a small footprint, ie, open and heat, and a large amount of hot water. Many users 'off the power to burn'.
With a good momentum of development, the number of incoming gas water heater manufacturers has increased rapidly. For example, Haier, Midea, the kitchen appliance brands Fang Tai, Vantage, and some small and medium-sized brands such as Weibo, are actively deploying the expansion of the thermal heating market. Vantage separated the hot water industry from the original kitchen power division and established a dedicated hot water division. According to Liu Guoqing, director of Vantage water heater sales center, our sales of gas water heaters increased by over 50% year-on-year in 2017. Through product upgrades, technological innovations, and stability enhancements, the product structure has been upgraded to achieve volume and price increases. The average price of Vantage products in the second half of this year is expected to exceed 3,000 yuan.
Competition intensifies offense and defense
At present, the competitive electric water heater industry has presented an oligopoly. Haier, Midea, and A.O. Smith have divided more than 70% of the entire industry; while the gas water heater industry is still in a state of hegemony with the increase in brand entry.
In the game of competition for the market, how to tighten up their own fences, Raiders more 'territory', everyone has their own 'small abacus'.
For domestic brands, accelerating the entry of high-end market and brand awareness has become a common choice for everyone. Liu Guoqing said, 'In recent years, the domestic brand water heater technology has progressed rapidly, and it is basically not weaker than foreign brands, and at the same time, in terms of technology, appearance, Stable in terms of stability, it has formed a great impact on foreign brands. Moreover, compared to the 'silence' of foreign brands in the domestic market, the marketing offensive of domestic brands has made our 'sound' more users Hear, it is also easier to convert traffic into volume. 'At present, the vast majority of Vantage models of gas water heaters retail prices of more than 3,000 yuan, 'this also determines that we must go to the more economically developed first-tier market, and foreign brands Frontal confrontation. '
In order to compete in the high-end market, Haier created Casa Di, and the United States created Beverly. Zhou Liguo, an expert in water quality of the water heater division of the United States, said, 'We have established a dedicated R&D, production and sales service for the 'Beverly' brand. The brand-new platform, Beverly Water Heater's technologically advanced industry, sells its products for 2-3 years. In addition, at the aftermarket level, the brand has also established a dedicated service team. 'The beautiful water heater business department's hot water appliance product manager Lian Xiaojing further examples Road, 'Beverly's product line introduced Germany's design and production process, the appearance is full of sense of technology. In terms of quality improvement, Beverly also has more achievements, such as the domestic water heater liner is mostly three welds, and Beverly do To a weld; In addition to the electronic control of stability, small volume large capacity, speed heat, smart, etc., are leading the industry.
While domestic brands are actively 'upstream', foreign brands are also thinking about 'sinking' to grab the market.
Sheng Baojing mentioned, 'If there is no penetration of the market, the water heater industry cannot maintain the current growth rate.'
In recent years, the home appliance channel has undergone significant changes. In the past, department stores and chains faced a decline in sales volume in both the first- and second-tier markets. In addition to the transformation line, Suning and Gome accelerated their penetration into the 3-4 level market. The penetration rate of platforms such as Jingdong is also very high at the township level.
Sheng Baojing believes that 'at present, domestic brands' self-built channels have a wide range of penetration in the township market and they have a first-mover advantage. However, in recent years, faced with challenges such as Ali, Jingdong and Suning with pan-brand advantages, revenue and sales are under pressure. For foreign brands, there is basically no self-built channel in the 3rd and 4th markets, which helps them to sink through the e-commerce platform. However, the average price of foreign brands is relatively high, and the capacity of consumers in the 3rd and 4th tiers is relatively weak. Multi-level coverage Not as good as domestic brands.
As a typical foreign-funded enterprise, in recent years, Lin has used the Jingdong and Tmall platforms to penetrate into the 34th and 4th markets. Yu Wei said, 'We didn't deliberately do it, but instead dive directly. The model of about 2,800 yuan, In the 3rd and 4th tier markets, it is still acceptable. We are happy to see the channels sink and are willing to follow them down. 'However, he also believes that price barriers are indeed more difficult to break through, 'If the price goes down, it will damage our existing brand positioning. If prices do not fall, consumers in this market cannot be reached. If you consider the second brand, it involves marketing many issues. ' Yu Wei mentioned the alliance between Linne and European cabinets, 'We have an advantage in the first and second line, The European School has a wide range of outlets on the third and fourth lines. With mutual channels, we have new ideas for sinking and floating.
Zhang Yan, Minister of Marketing (China) Markets, said: 'From the data point of view, the level of consumption on the 3rd and 4th line is not as low as everyone thinks. It is limited by the cost. Foreign brands really cannot 100% meet the 3rd and 4th line of consumer positioning, but only aim at it. There are certain opportunities in the appropriate range. 'She also mentioned that 'the advantage of foreign brands is in the primary and secondary markets. While we are exploring the 3rd and 4th increments, we are also committed to looking for incrementals in the stock market. Users of gas water heaters have a national life of 8 years and promote their replacement. '