The hottest pump enterprises should correctly unde

2022-09-23
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Heat pump enterprises should correctly understand the solar energy channel

then, is it a icing on the cake for solar water heater dealers to concurrently operate air source heat pumps, or a temporary contingency? What kind of promotion path is more suitable for air source heat pumps? So, is it a icing on the cake for solar water heater dealers to concurrently operate air source heat pumps, or a temporary contingency? What kind of promotion path is more suitable for air source heat pumps

the relationship between solar water heater dealers and heat pumps

a few years ago, air source heat pump enterprises in the early stage of development urgently need a promotion method, and the channel network is the most familiar and reliable. At the same time, there is also a drawback of self built channels, and the investment cycle is long. Due to the lack of market resources possessed by dealers, self built channels must increase investment in cultivating the market, and market development is a quite long process, and the investment cost of self built channels, especially franchised stores, is not low. To fully cover the market, the distribution of franchised stores must also rise, and the investment cost is very high. However, due to the late start of air source heat pump in China, the solar water heater, which is also a water heater product, has basically completed the nationwide layout. Many common points between the two make the heat pump enterprises covet the ready-made channel network of solar water heater, so leveraging it has become an inevitable option for heat pump enterprises

solar water heater dealers are not satisfied with the existing product structure, but rather hope to find a supplementary product outside the solar water heater to make up for the shortcomings of the solar water heater, while continuing to expand their business scope and increase profit points. Heat pump is not affected by the weather, and it is an energy-saving product, which has been recognized by many consumers. Many consumers feel very headache about some shortcomings of solar water heater and want to find an alternative product, so heat pump has become an ideal alternative

many solar water heater enterprises have also realized the development potential and good momentum of heat pump, coupled with their unique channel resource advantages, they have begun to enter the air source heat pump industry. So far, Huangming, linoret, SUNRAIN, sangle, Tsinghua sunshine, Siji Muge and other key enterprises in the industry have been involved. A few years ago, only some small and medium-sized enterprises in the solar thermal utilization industry saw the value of heat pumps, because small and medium-sized enterprises also had no way. The large enterprises at the upper level had brand advantages, and the handicraft workshops at the lower level had price advantages (although their quality was average), so small and medium-sized enterprises became sandwich biscuits, in order to survive and seek greater profit space, Some small and medium-sized solar energy heat utilization enterprises have to produce air source heat pumps. With their advantages, they easily completed the distribution in the channel. How to continue to expand and improve in the next step has become a problem in front of them

analysis of channel sharing

Cui Zhanshen, general manager of linuoruite south company, said that from the perspective of market operation, most dealers cannot help linuoruite develop in the field of air source heat pump. There are three reasons: first, they have been engaged in the solar water heater industry for a long time. After obtaining a certain amount of wealth, they can no longer have the pioneering and enterprising spirit for a new product as they did 10 years ago; Second, the two industries are completely different. Air source heat pump products are too strange and complex for many solar water heater dealers; Third, some dealers who are willing to accept air source heat pump products have been poached by other air source heat pump manufacturers. This time difference makes it difficult for solar heat utilization manufacturers to start from it

Liu Yanzhen, marketing director of heat pump business department of Hefei Rongshida Solar Energy Technology Co., Ltd., explained why the cooperation between air source heat pump and solar water heater dealers could not be perfect from another angle. He said: solar water heater enterprises have been implementing the policy of channel flattening. Many enterprises' channel networks are located in counties and villages, and villages account for a large proportion of channels, which is different from the current main market groups of heat pumps. At this stage, the market of air source heat pump is mainly in cities, and few consumers will buy air source heat pump products with higher prices in the rural market; In addition, due to the limitation of urban building space, solar hot water, including dry and humidifier, is not suitable for all families, while air source heat pump has the advantage of small floor space, which also affects the market positioning of both. Various factors determine that the resource sharing between air source heat pump and solar water heater can only be partial. The experience during the visit to Hunan market also confirmed this point: in cities, the distribution stores of air source heat pumps account for the majority, and rarely appear at the same time as solar water heaters

from the perspective of dealers and consumer market, the channel requirements of air source heat pump are inconsistent with the current channel network of solar water heater, but at this stage, air source heat pump enterprises have to rely on the channel of solar water heater dealers. So, how to build the channel of air source heat pump in the future

suggestions on the construction of air source heat pump channels

first, at this stage, we should strengthen the utilization of solar water heater channels. According to the survey, from 2005 to 2008, up to 40% of heat pump dealers came from the field of solar water heaters. Zhang Keyu, general manager of Tsinghua sunshine heat pump business department, believes that making good use of solar water heater dealers is the key for air source heat pump enterprises to solve channel problems, and adopting good methods will bring great benefits. As we produce and sell solar water heater and air source heat pump products at the same time, we only need 5kn pull force in our products. In the north, we use the solar water heater channel to drive the air source heat pump, and in the south, we use the air source heat pump channel to drive the solar water heater. This way effectively integrates the enterprise channel and greatly reduces the cost

second, establish brand image in the form of exclusive stores. Zhang Shuqian, deputy director of marketing of otes, said that it is also a good way for solar water heater dealers to concurrently operate air source heat pumps, but otes is more inclined to establish exclusive stores independently to facilitate management and improve brand image. Dealers only focus on one product, which naturally makes them more attentive. Technical expertise and category specificity are the biggest difference between franchised stores and solar water heater dealers who concurrently operate air source heat pumps. Therefore, Zhang Shuqian believes that franchised stores are the best form of air source heat pump channels

third, adopt differentiated channel models and types. Cui Zhanshen said: we realize that the first choice for the development channel of air source heat pump is professional plumbing channel, followed by solar energy. 5. Holding the Second Council of the special committee, water heater and household appliance channels. In other words, solar energy heat utilization enterprises cannot enter the air source heat pump industry only by relying on the original channels. They must abandon some of the original resources and can only reluctantly give up for future development. Air source heat pump enterprises should adopt different channel management modes according to their own conditions and different markets. Enterprises can choose the channels that need to be leveraged according to the local market conditions, such as household appliances, sanitary ware, building materials, electrical appliances, heating equipment and other channels

at present, the most important task of air source heat pump enterprises is to expand channels. Liu Yanzhen said that the air source heat pump channel is king, and the channel network focuses on construction. Only by adapting to the actual situation of the enterprise, integrating the advantages of various channels, and constantly improving, is the best way for air source heat pump enterprises to enter the market. In short, on the one hand, enterprises should rely on resources such as solar water heater dealers, on the other hand, they should also explore suitable channel construction methods according to their own positioning and needs

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