Three business confusion
Exhausted, heartbroken, subversion, it will be 2011 years Chinese solar water heater business to face the three confused.
On the one hand, the solar water heater industry in 2011 will be the tide in the global low carbon economy continues to grow, the overall market will continue to increase; the other hand, the industry slowdown, corporate shuffling, SMEs face enormous competitive pressures, caught survival and destruction of hardship, and seemingly in. Meanwhile, from city to countryside, but also to the city again today, the entire industry will enter into a new big turning point, today\\ s decisions determine the future hold for business, industry, large enterprises are also to bring endless confusion and pressure.
In 2011, solar water heater companies will face more hardship and the development of the situation, for most enterprises, the back, defensive or offensive, and how to retreat, defend, attack, will be a very tangled topic, in this state on the survival and development to explore, will leave the development of the industry\\ s subversive primer.
Exhausted
October 2010, the third solar countryside tender, as many as 270 enterprises to participate in the tender, surprising is that, as much as 243 companies won the bid! Even more funny is that many of them pretty tender, but in fact had a water heater neither shadow of corporate sales. And even more unfortunately, the majority of marketing capabilities and has a production capacity of solar energy companies, even into the list of appliances to the countryside, it is difficult to save the future of business, because the traditional solar water heater market space is rapidly reducing.
China\\ s solar water heater industry as many as thousands of businesses, has been in the vast rural market towns fight. Years of market cultivation, on the one hand and start the education market, on the other hand, due to increased competition, more companies to take a dry Chak and fish marketing approach. Companies experienced a price war, has launched a vigorous promotional gifts to buy, buy now to get solar refrigerator, get air conditioning, color TV delivery level. In Suzhou, Anhui, a brand of solar energy promotion \"buy 3180 yuan of solar energy, sending the value of 2780 yuan refrigerator.\" In addition, beginning in 2009, the brand widely used large-scale \"urban-rural linkage\" promotions, in China\\ s north and south of the carpet for publicity and promotion, leaflets, send gift cards, get cash discount cards, forms and so forth in rural areas to meet existing customer needs, the formation of huge purchasing power, but also quickly consumed the market demand, the traditional rural market towns in the fast reduction. When a small rural market, and while there are three or even five or more solar energy during the promotional brand when, no doubt, not the increase in market demand, but competition in the market.
One dealer said there is no promotion, sellers do not even think about. And this situation will become more intense in 2011. Someone find Zhicheng Smart CEOs seek cooperation in the communication had to ask: I do not know whether to take the form of the car can get? This problem on the other hand reflects the solar energy business in marketing and brand building awareness of how to combine aspects of the gap , promotional in nature and not just to sell their products, but by virtue of promotion, selling products, promote brand-building, to build the brand in sales, and thus allow the brand to drive product sales.
Today, all sectors have entered the era of brand competition, not the brand influence of solar energy companies, as there is no shelter in the cold winter wind cold winter clothes like those people. For the industry has a large or small, brand influence is a second-tier brands, competition is bound to unprecedented proportions in 2011, will face a brand problem. Then rely on a channel network to expand only in Shandong to achieve 5 billion a year on sales of S brands, suddenly found that in 2010, when large amounts of cash flow to the enterprise channels, no longer need to bring to the enterprise cash flow, because over the years to rely on their only channel development, brand building is not in how much above the real money, when the channel expansion fatigue, and market competition into a real brand, its momentum must face the enterprise attenuation of the outcome. Enterprise development has been convinced of the year do not need the help of brand marketing consulting firm, does not need to invest more in brand building aspects of these solar water heater companies in 2011, will continue to face similar embarrassing and difficult.