export unity
\"The domestic market could not always foster an international brand.\" Solar water heater, general manager of a Shanghai dealer meeting recently in the solar industry for the domestic point of view, causing many of the industry\\ s resonance.
\"The domestic market could not always foster an international brand.\" Solar water heater, general manager of a Shanghai dealer meeting recently in the solar industry for the domestic point of view, causing many of the industry\\ s resonance.
In recent years, China\\ s solar water heater industry in the \"home appliances\" to achieve rapid growth, but also accelerated the pace in the international market. As of the end of 2010, total exports of China\\ s solar water heater to 150 countries, including the United States, Africa, Latin America and other countries, a total of 230 enterprises involved, and there fifty-six enterprises in overseas factories. Nevertheless, China\\ s solar water heater has never in the international market to obtain the corresponding position and recognition.
Industry experts said that the solar water heater to establish international brands to upgrade the entire industry has become an important task of development.
Bottlenecks in the development of domestic enterprises face both inside and outside
China, as the first national production of , industry seize opportunities for development, but also there have been many problems to be solved.
As everyone knows, China\\ s solar water heater is a very heterogeneous industry, currently there are nearly 5,000 enterprises engaged in manufacturing solar water heaters. Small-scale enterprises and number of living environment led to severe. It is reported that the actual annual output value of more than billion, there are only 10 more than 10 million yuan less than one hundred. Some small-scale enterprises because of poor quality, weak service, relying on a price war to survive, leading to solar water heater price war between companies intensified.
With increasingly saturated domestic market, shrinking profit margins, many companies eyeing export attractive piece of cake, which many many workshops for small businesses. But related survey, there are many solar energy companies to reflect the recent export situation is not optimistic this year, the export price has never been lower than last year, exports fell.
\"Not guarantee the quality, service can not follow up\" has become a foreign consumer markets of China\\ s freeze-frame image of solar water heaters, solar water heaters in China is undoubtedly the international image of a serious injury. However, products in the market, the problems, China solar water heater can find the source of export worries. Needless to say, domestic solar water heater industry, scattered, chaotic, and poor health has become a bottleneck in the development of the industry.
International development to rely on brand strength
\"When companies enter a new market, the brand becomes more important.\" Well-known branding expert, Beijing stride strategy management consulting firm has been general manager Mr. Lu Jiang says in his speech. There are many famous international brands have carved up the mainstream market, consumers are generally not willing to buy unknown brands, especially when these products from a lack of \"national brand\" of the country or region.
Lu Qiang explained that the so-called national brand is the business in some countries or regions through long-term efforts to form in some areas of the country\\ s overall a very high reputation, for example, \"Made in Germany\", \"Italian shoes\", \"Swiss watches \"and, in the international market has a high appeal; consumers even if the manufacturers do not understand this situation, the quality will believe it, this is the national brand strength.
At present, China has a \"Made in China\" brand has meant only low-cost production of \"national brand.\" At this stage of internationalization of Chinese enterprises rely on their own efforts to build the brand, so the difficulty will be larger.
Lu Qiang also pointed out that relying on the product development to gain an advantage, and then driven by the product brand, when customers accept the product, naturally, to accept the brand, such as industry and business in the future will be the most international of the future.
This is exactly the Chinese solar water heater industry has the advantage of data that the Chinese solar water heater to maintain the total accounted for 76% of the world\\ s total, China is not only the production and application of solar water heater superpower, but also the foreign user to select The choice of solar power. And solar water heaters have mastered the core technology in the hands of China\\ s solar energy companies, which are conducive to China\\ s solar water heater industry to successfully enter the international market.
Hold together as a shortcut to enter the international road
Enterprises \"going out\" process, in the end how to go further is more stable? Zhejiang Tongxiang Wangcan Yang, general manager of international new energy markets, said in an interview: \"solar water heaters hold together, without losing the common internationalization is a shortcut. Currently, the majority of domestic solar companies for small and medium enterprises, forces are relatively weak, the lack of a centralized platform for integration of resources. domestic solar companies need to unite and join forces in order to better globalize. \"he said,\" solar energy market through a new international entity of B2B trading platform, the best solar companies to come together the formation of a common external display window, not only to facilitate the foreign buyers come to purchase, but also greatly enhance the solar energy industry between domestic and foreign exchanges and cooperation, expand foreign sales of domestic business channels. \"
This road is an international broad and promising, but still need to explore this road. Domestic solar companies to make themselves stronger first order in the foreign markets to establish our right to speak, in the international gone further down this road stability.