Exploration of the channel change
Solar energy industry has entered the era of brand competition, the need to rely on \"organic growth\", ie channel change, brand marketing, meticulous management to profit rather than simply to the scale to be profitable, in order to maintain business growth. The solar industry reshuffle, not just shuffling between manufacturers, but also between the channel shuffle.
2010, the solar industry in 2009 did not continue the trend of rapid growth, the growth rate dropped significantly, solar water heater industry reshuffle is increasingly evident. The speed of urbanization in rural China that had spread further concentration of the rural consumer market, beginning to show scale, but also for the solar water heater industry to further focus the brand share of the market has laid a foundation. With the increasingly fierce competition in the industry, solar manufacturing companies to take if you are still as in the past, \"extension-type expansion\" strategy, which rely on high-margin, high investment to pull out of the library, apparently does not work, solar energy industry has entered the era of brand competition, the need rely on \"organic growth\", ie channel change, brand marketing, meticulous management to profit rather than simply to the scale to be profitable, in order to maintain business growth. The solar industry reshuffle, not just shuffling between manufacturers, but also between the channel shuffle.
Policy in 2009 after the implementation of solar home appliances, solar water heater industry line of well-known manufacturers, such as: Wong Ming, Sang Le, sun, rain, seasons Mu-song, etc., on the use of the opportunity successful home appliances, a campaign was started to expand territory , pioneering appliance dealers, building materials market, appliance stores, engineering, factory outlets and other channels. In particular, Haier, Rongshida, Changhong, Midea, several well-known consumer electronics company, relying on the existing strengths appliance sales channels, which takes solar water heater project done in full swing.
Solar brand store upgrade
\"Store brand\" should be re-positioning, not just the whole solar water heater sales outlets, should be cross-sectoral integration of resources (control valves, home, bathroom, etc.), positioned to deliver a set of product sales, service, consulting is one of the Solar system provider (open industry association for solar energy); while gradually into the B2B business models, CRM and VIP service system, stores and cultural elements of differentiation, relying on information management platform, to create a long-term interests of effective security system, to create new marketing management platform and professional solar energy sources. Solar manufacturing companies can learn from the United States, Gree tied agent of the regional wholesale market of high-quality regional sales joint venture stock company model, the formation of \"communities of interest\" will be effective within the region combined with quality customers, extensive development of quality stores joint market share.
It is noteworthy that the \"store brand\" of the upgrade should be organized and implemented solar energy manufacturers, led by the manufacturers cross-sectoral integration of resources, strategic alliances, and not limited only to the transformation of existing stores; In addition, survival of the fittest must be the original stores, appliance dealers and appliances integrated service providers and other quality channels resources, such as setting up shop in shop, shop sales and service integration, the image of the form.
Construction of the regional chain of solar professional
Conditions are ripe for the market, encourage financial strength, brand or reputation advantage of high-quality solar agent wholesalers or distributors, appliance dealers, regional appliance chain operations reference model, the creation of professional solar energy distribution chain brand, build solar circulation of regional and the country\\ s well-known brands. Specialized stores focused on solar energy solar energy products and systems consulting, design, testing, integration, installation and service of professional chain of supermarkets.
Solar professional chain stores, appliance chain should learn from the national and regional appliance chain of successful development experience, adhere to the \"stores, chain\" operation, to create their own core competitive advantage or edge platform, and through the county / township to join the rapid expansion mode.
First, the regional chain based on the solar professional 34 markets, build a distributed \"county and township,\" the intensive network, through the chain of operations in the rural market has laid a good foundation.
Secondly, the regional chain of solar energy professionals through the \"retail + wholesale\" model compound to solve a single problem of a small amount of retail business.
Again, the regional chain in the formation of the solar professional sound sales network also need to build more characteristics of the logistics and distribution and after-sales service system. Installation and service to professional, the conditions are ripe can also be social (community entrusted to specialized companies).
Finally, regional solar energy chain should be a professional integrated marketing platform, the brand\\ s equal access to fair competition, is an integrated sales platform, product, brand display marketing platform is a platform for information exchange advice.