Solar Thermal Industry opened a brand game journey – solar water heater, Wong Mi
According to statistics, large and small
Solar water heaters The number of machine manufacturers are now thousands, of which only 15% of enterprises have some brand awareness. Most solar energy
Water heater Workshop-based enterprise, dependent on product assembly and natural
Sell , Low-price competition in the form to open the market. According to the recent annual meeting of the solar energy industry data released in 2009, China's solar energy manufacturing companies dropped from the previous 5,000 to 2,800 in the next 5 years will be reduced to 300! In the current more than 2,000 solar energy manufacturers, the brands less than 10. Can be seen, the overall concept of solar energy industry a natural lack of brand competition.
Successful solar water heater Appliances to the countryside Is to promote solar thermal industry an important opportunity for strategic transformation.
Solar water heater industry has been the pack disputes, smoke everywhere. However, due to the extensive mode of market competition, resulting in slow development of solar energy industry, most of the solar energy business is conducted through natural growth in sales, not brand awareness, but do not know the need for branding.
Since winning the solar Home Appliances Rural areas, a total of 92 successful businesses, of which 13 is the household electrical appliance enterprises, such as Haier, Vantage, are well-known brand in home appliances business, the use of the brand strategy was very skilled. They join the solar industry as a whole, so that the whole solar enterprise awareness camp began, they realized that the entire solar energy industry will soon face a new turning point, changing the way business competition becomes necessary, and should be upgraded from the traditional competitive game for the brand. Game brand solar water heater industry will become a new mainstream competition.
Present, solar water heater industry competition can be classified into two types:
One is the pursuit of cheap
scale competition. In the home appliances to the countryside before, most enterprises are mainly concentrated in the price level and to pursue low-cost, through
Price war To seize market share.
The other is the brand premium competition. Solar water heater industry has been hovering outside the home appliance industry, but since the solar water heater has been incorporated into the countryside home appliances, household appliances industry, the profit model of the solar water heater industry greatly. Many solar water heater companies are beginning to realize the importance of brand value, through the lean products, high quality
Service Other ways to enhance the ability of the brand premium.
Can be seen, home appliances to the countryside to the solar water heater industry to enhance opportunities to provide a fast, but also promoted solar water heater industry, the final pattern of the formation of brand competition.
Has been showing a brand solar water heater industry, the phenomenon of fault. However appliances to the countryside beyond, many enterprises to actively uphold the brand value line, gradually broke through the imperial Ming brand dominance pattern of competition. At present solar water heater industry can be divided into three major brands camp.
Line brand camp: The Emperor Ming, Sun Yu, Sun Po, force Norit, Lok Sang five major brands represented.
Sun Bao, Sun Yu, Li Norit, Lok Sang upward trend in recent years, particularly brands fierce, rapid promotion in sales the same time, these companies are very focused brand-building and building, also with success and promotion to the Ming Emperor China solar water heater industry in line camp.
Five brands showed the following characteristics:
First, high brand awareness. According to authoritative research institutions in China in 132 townships consumer research showed that nearly ten thousand names, Huang Ming, Sun Yu, Sun Po, force Norit, mulberry five major music brand awareness reached 82% awareness Up to 74%.
Wong Ming, Sun Yu, Sun Po, force Norit, Lok Sang five major brands in recent years, China's home appliance industry, the brand introduced
Marketing
Planning communication strategies, brand positioning through the system, the scarcity value of the refining business and amplification, business leaders packaging and product teams, marketing and other aspects of system planning transmission, five to quickly raise brand value, which separated in a number of traditional solar water heater business of aging.
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