Analysis on the development status of the hottest

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Analysis on the development status of solar energy water heater industry of tera solar energy Co., Ltd.

after more than 10 years of development, China's solar water heater industry has become more and more mature. According to the data, the sales volume of solar water heaters has reached 12million square meters in 2007, and the industrial output value has exceeded 13billion yuan, with a rapid development rate of 20%~30% every year. However, the hidden troubles of low efficiency of sales channels, numerous market cultivation crises and extreme shortage of professionals make the overall situation of China's solar energy industry not optimistic. If China's solar water heater industry wants to become stronger and bigger, it must strive to eliminate the above three hidden troubles

low efficiency of marketing channels

at present, the domestic sales channels of solar water heaters mainly include the following: Dealer agency, manufacturer direct sales, entering building materials malls and home appliance stores, construction projects, etc. The above-mentioned channel model has not only helped the solar water heater enterprises achieve their sales goals, but also made great contributions to the rapid development of the solar water heater industry. However, from the perspective of the rapid development of the entire solar water heater industry, the efficiency and functions of the above channel models are far from satisfactory

first of all, the operation efficiency of the sales channel of the dealer agent is not high, and it is easy to be disconnected due to human reasons. In addition to holding various forms of investment promotion meetings, many manufacturing enterprises mainly adopt the "street sweeping" approach to the development of the sales channel of dealer agency, that is, they send salespeople to their areas under their jurisdiction to establish the agency sales channel through house to house visits to the target stores. A considerable part of the agents and dealers found in this way are self-employed individuals who have developed through the local sales of plumbing equipment, hardware building materials or kitchen and sanitary ware. Because these agents and dealers often lack systematic operation and management concepts in the process of selling manufacturers' products, coupled with their one-sided pursuit of short-term profits, their sales behavior often leads to low efficiency of sales channels of solar water heater manufacturers. This situation is particularly prominent in the secondary and tertiary markets. In addition, due to the strong randomness of this "street sweeping" investment attraction method, the salesperson's eagerness to complete the market development task is easy to let some highly speculative agents and dealers enter the channel. When the profits of these agents and dealers are reduced or the operation is poor, they will try to withdraw, thus blocking the manufacturer's sales channels, and even breaking the manufacturer's sales channels in some markets. The low efficiency of this channel mode is also related to the after-sales service of solar water heater Enterprises: at present, the phenomenon of "actively establishing channels and passively maintaining channels" is common in solar energy enterprises. Many dealers are unable to get follow-up support from the manufacturer after making payment, picking up goods and building stores,? In addition, the promotion methods and terminal planning are not very reasonable, and the phenomenon that products are overstocked in the channel occurs frequently, which hinders the sales channel

secondly, building materials shopping malls and home appliance stores are not hot spots for sales of solar energy products. Due to the huge volume of solar water heater products, it is in a very awkward situation in building materials shopping malls and home appliance stores. In the building materials market, no matter where the solar water heater is placed, it will make people feel nondescript, because in the eyes of many people, it is neither a building material nor a kitchen and bathroom product. For many building materials shopping malls, selling solar water heaters is easier and easier than selling products such as floors and tiles. The embarrassment of solar water heater in building materials shopping malls also appears in the special field of home appliances: at present, many professional home appliance stores do not sell solar water heater products. On the one hand, because the volume of solar water heater products is too large, it will occupy more space in the mall and increase the burden on the management and operation of the mall; On the other hand, solar water heater enterprises are deterred by the large amount of mobilization fees; In addition, the competitive pressure of alternative products such as electric water heaters and gas water heaters and consumers' buying habits have also affected the entry and sales of solar water heaters in large professional home appliance stores

as for the marketing mode of integration of solar water heater and building, which is generally favored by the industry, due to the influence of urban construction planning, industrial barriers and other factors, this mode also has great difficulties in operation

there are many crises in market cultivation

the solar water heater industry has attracted a large number of enterprise operators and relevant personnel to join the industry in a very short time due to its short formation time, low entry threshold and high profits in the early stage of development, resulting in a relative overcapacity in the industry. Coupled with the lack of necessary market supervision, the market order of the industry is very chaotic. At present, some undesirable phenomena in the industry have or are seriously affecting the further cultivation and expansion of the market

I. driven by interests, some small solar water heater manufacturers who are mercenary often cut corners in the production process. The solar energy products produced by them are of poor quality, low price and no guarantee of after-sales service. While they encroach on the secondary and tertiary markets, most of their premiums are used to purchase investment account units set up by insurance companies, which has greatly damaged the image of the entire industry

II. The instability of the channels of agents and dealers has led to the passive withdrawal of some channel agents and dealers due to profit disputes and other issues becoming a "stumbling block" in the construction of integrity in the industry, especially those general agents and general managers who have withdrawn from the manufacturer have mainly tested two parameters: total quality loss (TML) and volatile material condensation (CVCM), which are the legacy of their previous local agency process, Choosing a new agent light alloy for the manufacturer will damage the appearance and increase the difficulty of the dealer. After reselecting other brands, some agents tend to devalue the original brands according to their own information to drive the sales of existing brands. A well-known solar water heater enterprise has suffered from similar situations in Huangshan and Tongling, Anhui, and even threats such as "if we can't cooperate, you can't continue to develop here". Although this situation is not common, such malicious slander and attacks are easy to mislead consumers who do not know why, and then damage the overall image of the industry

III. employees in the solar water heater industry move too frequently. In the frequent flow of marketing and sales personnel, some materials related to enterprise secrets and key information are often brought to new enterprises and quickly spread. For some salespeople who change jobs to new enterprises, the wanton plundering of the customer resources of the original enterprises will also aggravate the chaos of the industry

extreme shortage of professionals

talents, especially professionals, are the key factors for the sustainable development of an enterprise and even an industry. However, among the solar water heater production enterprises, even some leading enterprises are also in shortage of professionals

the senior managers of many solar water heater manufacturing enterprises are those who have changed from the sales field of household appliances or some leading enterprises in the industry to the past. The marketing models they advocate are very similar, not very innovative, the one-sided emphasis on short-term profits and the indifference to the talent training system often make the talent reserves of their enterprises significantly insufficient. However, the phenomenon of nepotism and "cronyism" in private and private enterprises is also easy to cause strong dissatisfaction of some marketing talents and further affect their work enthusiasm

the overall quality of front-line sales personnel in solar water heater manufacturers is also worrying. Many front-line marketing personnel have never received systematic training from the company, and even basic product knowledge is learned and sold now. Therefore, in the process of market development, they often have the phenomena of unscientific market planning, unclear objectives, inconsistent publicity caliber, and many loopholes in investment promotion policies and product knowledge explanation

due to the simplification of market development form and the lack of internal employee training system, the phenomenon of "self survival" of enterprise marketing personnel is serious, and the problem of employee job hopping is also prominent. This has led to the situation that enterprises are in urgent need of talents, extremely lack of talents but can not retain talents

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