2010 solar water heaters into the marketing era - China Modular Wall Systems - Construction Joints

As in previous years a number of solar energy companies around the industrial upgrading and product innovation are different every indication that this year, China's solar water heater market competition will focus on Enterprise "refining internal strength, grasping capacity, promote quality," a comprehensive shift to "market and consumer demand marketing-oriented layout and Game. "
Over the years, a number of solar energy for domestic enterprises, the focus of marketing is to eliminate gaps outlets, establish and improve sales channels, but with the entire industry in the countryside policies such as home appliances, driven by rapid escalation of next year, the focus of business will have to sort out the sales network and improve the quality of the existing network operators to increase market share in the regional market, from large-scale expansion to big brands, the value of marketing links to upgrade. Jiangsu Sun Yu-hsin Chen Ronghua Energy Group, general manager of marketing, told reporters, solar companies are using a very short period of time, to cross the traditional consumer electronics industry has come a long growth path, driven by market conditions and corporate marketing pull.
Industry threshold re-enhancement
In 2009, domestic solar water heater market, production and marketing millions of years, has formally entered a new era, the sun the rain, Sang Le two companies have the scale of production and marketing enterprise, today announced a breakthrough 1 million units. At the same time, the Sun Rain Group Chairman Xu also presented the new "53100" strategy, that is, towards the adoption of five years to achieve the sales revenue of over 10 billion yuan.
Sun Rain and other enterprises can quickly upgrade the size and performance, has given broad range of industries led to greater pressure on small and medium enterprises. Yangzhou, Jiangsu, a solar energy company executives admitted the previous business year, sell tens of thousands of Taiwan can, but now these big companies in the market through pricing, marketing, rebate policies, measures and reduced our living space, followed by have transformed our business.
Solar industry observers cold leap forward that with the rapid rise of large enterprises, especially in the size and sales of the rapid increase, which will be in the market to establish new industry threshold. The foreseeable future, competition in the threshold of large enterprises will be set at one million units annual output and sales.
Along with the industry to re-establish the threshold of the solar market, the brand concentration is expected to achieve in the new year.
Last year, Sun New Energy Co., Ltd. Jiaxing Tongji Jin, general manager of pipe is very frank, said the next three years, the solar energy industry, the top 20 companies to enter the threshold of certain lock-in 100 million units.
In other words, at this stage in the market there is a big variable, for the Emperor Ming, Tempe, Yang Hua, brilliant, Sunshine and other enterprises, is both a bigger and stronger with trade barriers to enhance the opportunities as well as be faced with the power to launch a number of emerging challenges. A true assessment of the industry trend of the current market structure.
Upgrade from product to marketing
The initial birth of solar water heaters, enterprises are faced with is the "lack of understanding of the market, consumers do not accept" to promote the more difficult anomalies. Jiangsu Huayang Group Chairman Huang Yongwei revealed that as early as the early 90s, Huayang solar energy should be on the market talk over a basket of words in order to sell one, but also to provide consumers with a variety of security and commitment.
As more and more to participate, especially after 2000, solar water heaters in the rural areas into the blowout sales period, many companies can produce products as long as, they worry about marketing, many companies thus acquired its own the development of first pot of gold. To industry sources, when the vacuum tube holds the major share of domestic solar power Connaught Group, Shandong, Beijing Tsinghua Solar and other upstream enterprises become the solar manufacturing companies to pursue the object, a time "glass precious," and to grab a glass tube that is to grab a market share.
However, in the face of thousands of solar energy companies up to now, journalists in Henan, Shandong, Jiangsu and Anhui on the market in many towns to see the major commercial streets around the same time, occur more than 10 franchise stores solar energy companies, some of and even up to more than 20 towns and townships. While the corresponding conventional appliance sales outlets was less than 5.
The face of so many brands and sales outlets, and solar markets, competition has been rendered homogeneous. In response, Beijing Mu-Song of Four Seasons Solar Energy Co., Ltd. CEO Li Jun said, the industry and forcing the focus of the competitiveness of enterprises must be from inside to outside a fast-changing, to create a differentiated product, create brand tension, concern consumer demand and changes in the market.
Urgent need to build three-dimensional marketing
As early as three years ago, to Li Jun as the helmsman of the Four Seasons songs Mu took the lead in the domestic solar market, the company applied the "three-dimensional marketing" ideas. Created by Jun Li, "innovation and integration without borders", "Marketing 3.0" and the strategic thinking in the domestic solar market set off a sponsorship of China's space undertakings, together the world's top 500 Honeywell, in conjunction with China People's Insurance, to invest several hundred million dollars CCTV's corporate image into a series of advocacy actions to achieve a "standing on the shoulders of giants to innovate," so that enterprises more powerful development.
However, with the marketing seasons Mu-winning song is different from the current level of domestic solar companies marketing the overall trend is low, the prevalence of mutual plagiarism, imitation, competition against the situation blindly. This reporter has learned, there are more than 100 solar energy brand used 23 film and television star's image as a product spokesperson, follow the trend of the phenomenon is very serious. At the same time, there are many companies in order to achieve market investment, all in the township market, implementation of the "rural-urban linkage" marketing, promotion training, marketing, etc., the actual result is not bad.
A solar energy enterprises in Jiangsu were also told reporters that a ground called Hangzhou Health Consulting Co., Ltd., the main business is to help companies do marketing consulting, market development, etc., at the same time more than 10 solar energy enterprises to become a marketing consulting company, a number of investment instruments, the marketing idea is common template, between imitation and copying, you say how differences allow enterprises to engage in marketing?
For the above reasons, the cold leap forward that the development of the industry is mainly a short time, many companies simply do not have time to build your own professional marketing team, many companies have adopted airborne and eventually was a marketing idea to bring dozens of companies are in use, copying each other is inevitable.
For now, as the market competition becomes more intense, solar energy enterprises to implement differentiated marketing, marketing to build three-dimensional layout of the work was urgently required. "Even the best ideas, no matter how good the product, but also to be enforced, but also so that people can easily purchase, tree brand, cast channels, war terminals, to win the next few years a number of services will be solar energy companies marketing priorities." Chen Ronghua for all solar energy peer support has made a move.
[Expert opinion] Hong Shi Bin: solar energy value chain enterprises to Innovative Marketing
In light of China's solar water heater business in marketing links that exist in many problems, recently interviewed Chinese appliance Marketing Board vice chairman of the Hong Shi-bin, asking him to talk about the current status of solar water heater business of marketing and problems.
Hong Shi-bin that the solar water heater business breakthroughs and development in order to be up and down the value chain in marketing homework. The first is to increase the building of the terminal network to address the customers to buy convenience.
It is understood that the market attributes and characteristics of solar water heater, fully proved suitable for 34 urban and rural markets, but the 34 urban and rural markets, Bo and large, numerous and extensive. Therefore, solar water heater companies want to do a good job, first and foremost job is to increase the terminal network construction, the terminal outlets open to the township from the county to address the convenience of customers to buy, so that it can help the first step in the development of solar water heaters.
Meanwhile, Hong Shi-bin also stressed that enterprises should develop marketable products, and promoting customer to buy. Currently, domestic enterprises have to master the complete solar water heater industry chain, especially those with glass tube solar water heaters its intellectual property. Therefore, enterprises have their own characteristics based on market pricing right to speak. In different parts of the rural market for consumer characteristics, product launches price reasonable layout, product feature-rich water heaters can also be appropriate to introduce some ultra-low-cost products to boost purchasing power.
Finally, Hong Shi-bin also cautioned that companies should step up efforts to promote sales, to enrich, but also to close to the market, so that can really affect customer buying behavior.
Many companies have chosen in the rural markets, wall advertising, issue of the release of the enterprise, as well as in the county and municipal TV stations put in a special product promotions. Hong Shi-bin that, you can also do a good job in rural fairs publicity node, because the market carried out on the vivid variety of publicity and promotional activities, can quickly affect the surrounding villages of the people. In the promotion of solar water heaters on for 34 urban and rural markets, weak consumer consciousness, universal respect for happy, prosperous, bustling psychology, marketing in addition to the preferential price, but more important is that the product quality and after-sales services, protecting key advocacy. In addition, the use of appropriate in 34 urban and rural markets gifts, are also important.
Solar water heaters to develop good marketing value chain must be on every aspect of service in the small holding in essence, because the market continued to mature, mature, solar water heater manufacturers need to continuously explore a set of effective marketing models and methods of , so as to promote the rapid development of solar water heater industry.

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