In-depth analysis of market conditions of air source heat pump water heaters

The marketing world we used to know in the past is over. Technology has profoundly changed its face. How did you think Ian Gordon, an internationally renowned consulting and management expert, thought this way? With the advent of the low-profit era in today's market, the awareness of “sieges” across all walks of life is pervasive, and the market economy is highly competitive, requiring companies to take the lead in the professional field. However, this also requires you to change and innovate. So how do you change and how do you innovate? Where are the new opportunities for the market? From the current situation in the market where the HVAC and water heater industry has been buzzing with the rapid development of the air source heat pump water heater market, we may be able to find a new and exciting one.

Opportunity for development

Energy shortages and improvements in power installed capacity, technological progress, national policy tilts, and social energy saving and consumption reduction have brought about opportunities for the development of air source heat pump water heater brands.

With the improvement of energy resources and the improvement of power installed capacity, since China became an oil importing country in 1993, the degree of foreign dependence has been increasing year by year. Energy security issues including oil, coal, and natural gas have attracted widespread attention from governments and scholars at home and abroad. With the continuous rise of international oil prices, coal prices, and gas prices, the economic pressures on the domestic business people are getting greater and higher and the costs are getting higher and higher. In 2005, China increased 50.55 million kilowatts of power generation capacity, with a total installed capacity of more than 440 million kilowatts. With the completion of the four nuclear power stations including the Three Gorges Project, the Xiangjiaba Hydropower Station and the Baihetan Hydropower Station, and the completion of four nuclear power plants including Qinshan Phase II, Phase III, Tianwan and Lingao Nuclear Power Stations, the domestic power situation will be greatly improved. . The increase in energy prices and the improvement of domestic power conditions coupled with the energy saving of air source heat pump water heaters are important factors in promoting the growth of the air source heat pump water heater market. In addition, heat pump manufacturers have also played a role in fueling this. In the early stage of the promotion of air source heat pump hot water units, many heat pump manufacturers have persistently promoted and guided, and to a certain extent, promoted the replacement of boiler products, and promoted the growth of incremental heat pump products.

Tilting of national policies

According to the growth trend of energy consumption in the three years from 2003 to 2006, the energy demand will reach more than 4 billion tons of standard coal by 2020. Such a huge demand will bring serious problems in the areas of coal, petroleum and electricity supply, and energy security. Accompanying the rising energy prices, the country is urged to pay more attention to energy conservation issues. On August 23, 2006, the State Council issued the "Decision on Strengthening Energy Conservation Work," pointing out that the energy issue has become an important factor constraining China's economic and social development. It must place energy conservation in a prominent strategic position and explicitly propose to implement energy conservation tax incentives. policy. In the future, policy-related tilts will be given to tax-saving and R&D of energy-saving products. The local governments continue to issue preferential policies for energy-saving products, such as Guangdong, Shanghai, Jiangsu, and other major cities to introduce relevant regulations, eliminate high-energy and low-value coal and oil boiler products, and urge the power system to give preferential prices for electricity. The tilt of the policy from the central government to local governments has stimulated the increase in the consumption of heat pump products to a certain extent, and has promoted the growth of heat pump products.

Changes in the concept of decision makers and the general public of enterprises and institutions

With rising energy prices, people are paying more attention to improving their living environment. In addition to safety considerations, decision-makers and people in enterprises and public institutions consider not only safety, but also environmental protection and energy saving. The environmental protection and energy saving of heat pump water heaters are in line with everyone's requirements, which has created a growth in product sales. Great space. Heat pump companies rely on a good brand image to provide consumers with a one-stop full-service and also create more value for the company.

Change of channels

With the development of building materials market and store system, many heat pump water heater brands have begun to consider the issue of their own sales network expansion. The original solar distributors, boiler dealers, central air-conditioning distributors, and kitchen and bathroom distributors began to decline due to fierce competition and began to consider whether other emerging products will bring new profit growth points for the company. Heat pump as a new type of energy-saving and environmentally friendly water heater naturally enters into the eyes of these dealers, and many dealers join in, expanding the heat pump knowledge in the terminal market to convey the intensity of the time, the heat pump market slowly warm up and drive The development of the heat pump industry. With the development of the heat pump market, the channel's requirements for the heat pump water heater brand are also more direct. Coupled with the popularity of the European and American bath culture of large amounts of water is being promoted to the domestic, the domestic consumer's consumption orientation has also undergone great changes, before a single shower, more and more inclined to the family central hot water, when this consumption habits become mainstream The potential market space for heat pump products will be tapped, and the product line of heat pump companies will extend even longer.

The challenge

The market is not only an opportunity for enterprises, but for heat pump companies and brands that are committed to exploring the national heat pump market and maintaining long-term stable development, technology, talents, management, capital chain, and channels may become factors that restrict future development.

Technical reserve

After four to five years of development of heat pump companies, companies, especially first-tier brands, such as Jiangsu Tianshu, Guangdong Changling, Guangzhou Zhongyu, Tsinghua Tongfang, and McAll, have already possessed profound technical deposits, which are currently Small heat pump companies and OEM companies are very difficult to digest technical barriers. However, compared with the technology accumulation of well-known heat pump companies abroad, domestic companies still have a certain gap. Extensive terminals, flexible tactics, strong research and brand pull are short-term market leadership for a certain company or brand, but long-term stable market performance must still rely on the company’s deep technical reserves and product R&D capabilities.
This is especially true for companies that have a high safety requirement and technical requirements for heat pump water heaters.

In addition, as foreign heat pump companies and domestic central air-conditioning giants also saw the future growth trend of the heat pump water heater market, they have formulated market-oriented R&D and marketing strategies. In the future, these foreign companies and large-brand central air-conditioning companies will make great efforts. Entering, the industry's competition will continue to deepen, how to transform the potential risks of this issue will be the key issue for the next step of heat pump companies.

Talent pool

The high-quality installation and after-sales service team is the guarantee for corporate brand image construction and stable sales. For the heat pump water heater industry with high professional requirements for installation and after-sales service, the reserve of service personnel and the construction of service system are the future decisive market. One of the important guarantees. Heat pump water heaters enter the hot water industry relatively late. Whether they can build a qualified, efficient, and professional third-party service security system in a short period of time has become a decisive factor in whether they can continue to occupy the market in the future. It is believed that the future professional heat pump brand will use its own advantages to transform the market pressure brought by foreign and post-brand follow-up. How to deal with heat pump products will be another major issue that will test whether it can become a true leader in the industry.

Development of new technologies in the industry

The rapid development of heat pump water heaters in recent years is obviously not only a supplement to the overall water heater market, but also is aimed at the domestic construction of a conservation-oriented society. According to consumer spending habits, targeted product development and improvement are in line with The common interests of the country and consumers. However, looking at the entire heat pump industry in the world, there is still a big gap between domestic heat pump technology and foreign heat pump companies. Japan-based heat pump companies have worked hard to develop a CO2 heat pump with good isothermal conditions. This type of heat pump can produce high-temperature hot water at low temperatures, and the outlet water temperature can reach 100°C or more. In 2003, the production and sales volume of Japan's CO2 heat pump water heaters was 70,000 sets, and it is expected to reach nearly 500,000 sets by 2010. The market is developing very rapidly, but the domestic market is still blank in this area.

Into the heat pump market, perhaps profit-oriented, perhaps market-driven. But in the future market environment where risks and opportunities coexist, what will be the fate of heat pump companies? Only the market can give us accurate ****. But what is certain is that the market development space for heat pump brands, or whether heat pump companies can grow into national leading enterprises, depends not only on the company's market planning, but also on the mechanism that they digest technical barriers and respond quickly. How to accurately grasp the market where both opportunities and risks coexist is fundamental to the success or failure of heat pump companies operating heat pump products in the future.