industry is facing the market reshuffle
[REVIEW] From the Spring Festival, to present the entire appeared in mass market decline, except for a few large enterprises flat or slightly up, the large number of SMEs have closed their doors. I did not think the market\\ s rise from last year to this year\\ s downturn, only a fraction of the effort.
\"Has been saying the market began to shuffle, no one thought would be this year from the Spring Festival, to present the entire domestic solar water heater appeared in mass market decline, except for a few large flat or slightly enterprise growth, a a large number of SMEs have closed their doors. I did not think the market\\ s rise from last year to this year\\ s downturn, only a fraction of the effort. \"A person in charge of corporate marketing solar energy poured out to reporters several days of repression in the heart of the\" grievances. \"
Back in January of this year, the per capita number of domestic solar companies responsible for this year\\ s market trends to give a \"call\" the statement, and even made some companies more than doubled sales jumped target. With the Spring Festival, \"home appliances\" announced a new round list of winning companies, 79 new companies, with 92 companies winning the first round, and sometimes ride up to 171 successful enterprises in rural markets, opened the domestic solar water heater market, a new round of expansion of the big screen.
Weak internal and external growth
Did not last long. After the Spring Festival, the traditional start of the season the solar market, many companies are planning to market in 2010, seeking \"the greatest piece of cake.\" However, due to the Spring Festival, the nation appeared more severe extreme weather, the rural market demand declined significantly. Meanwhile, nearly 200 successful companies, nearly a thousand non-winning companies are raring root out rural market pie, \"external\" appeared under the entire market, \"continued to slump.\"
Jiaxing Solar Energy Market Tongji Minister Han Qiang said in private that, in recent months, domestic solar water heater into a dilemma in marketing an embarrassing situation, put a lot of urban and rural sales, large-scale product price promotion, but the company\\ s market sales did not achieve the desired results. Promotional activities in rural areas are each invested thousands of dollars, do not achieve results, they can not do sales.
\"Do not do activity is to die, do the activity is seeking death, but rather than waiting to die, better to court death, might be able to find a new way.\" Jiangsu Sun Bao Zhang Shengli, director of marketing a new energy company of many of its dealers to issue the above initiative, he has more than 20 days each month are in the market line, to help dealers to do with rural activities.
However, with some large companies can still make a strategic investment in a series of promotions and low-cost products, the number of SMEs with limited resources, is difficult to invest in the market. Person in charge of a solar energy company in Jiangsu to reporters calculations, since the successful \"home appliances to the countryside\" since, in order to develop the rural market network, the company\\ s overall net cost of investment has already exceeded 180 million, but results from the total amount of investment in rural areas only 30 million, continue to only invest if no return, only a dead end.
Communication with business reporters, distributors investigation learned that the current market, there have been several successful \"home appliances\" in the case of solar energy companies out of business shutdown, the future will be the normal operation of these enterprises are still difficult to judge. The number of companies in that industry-down has been a foregone conclusion, many business opportunities for this year only, \"October\" Golden Week before.
An industry source told reporters that this year, the market growth in the number of firms does not exceed five, flat with last year, the company can not achieve more than 10 other companies have appeared in different ranges of 10% -50% of the decline. Nearly 30% of companies have discontinued a few months, mainly in Zhejiang, Jiangsu, Shandong and other solar water heater manufacturing province, Jiaxing, Zhejiang region which lay the largest number of solar companies.
Companies looking for future growth prospects
Since 2005, the entire domestic solar water heater market has maintained strong growth momentum, driven by the needs of the rural market blowout in the short term to promote a large number of domestic solar water heater company\\ s rapid development. Senior industry observers told reporters the cold leap, to some degree, this growth in many solar energy companies, not from their own market and demand for the pull, but by the rigidity of demand-pull market.
However, the recent two years, the development of rural solar market has been demand from the initial blow, entered a new phase of consolidation, the market will be repeated and adjusted, although the total still maintain a certain growth, but growth has put significant slow. However, the number of firms to enter the field of solar energy has increased exponentially.
Sun Ray industry analysts believe that the solar market in rural areas in recent years the cake is stable, but \"the people eat cake\" increase a lot, which will naturally arise, \"survival of the fittest\" rule, a number of enterprises through the establishment of their own core competencies from the strong pulling power of the market, accounting for a relatively stable share of the cake, and more companies will have to face the embarrassment of being eliminated.
Cold leap forward that the current market decline is not terrible, on the contrary, many domestic enterprises which to send a warning: the market will not always smooth sailing, companies must find against the risk of overall strength. This large domestic enterprises will be \"a blessing in disguise,\" and indirectly raise the threshold to promote the industry to drive the industry to accelerate the brand concentration rose.
Reporters noted that, although in recent years, domestic companies have claimed to achieve \"rural, urban, overseas\" three legs of the strategic layout. However, nearly 90% of the market-oriented enterprises are still rural, and urban and overseas market share to domestic enterprises accounted for only 20% of overall sales. Domestic enterprises in the urban markets did not find an effective way to grow, and to Pete, Bedford Wright as the leading representative of the overseas enterprises in the development of the domestic market is not going well.
Cold leap forward that the current for many domestic enterprises, the establishment of decline in response to market demand, most effective way is to establish a multi-legged walking as soon as three-dimensional strategic layout. At the same time, but also within the enterprise to build the brand or product as the core competitiveness, the formation of endogenous growth of the market.
Related links: Tongji recognized for industrial upgrading and restructuring the sun
May 26, the State Department counselor, China Renewable Energy Society · Advanced, China Renewable Energy Society, Vice Chairman Zhao Yuwen, China Renewable Energy Society thermal Commission Zhengrui Cheng and his party of five experts and scholars, to Jiaxing City, Tongji sun New Energy Co. of automatic production lines were investigated, Tongji sun Kim, general manager, introduced the modern pipe lines and advanced production technology situation.
Tube Jin said that as the solar thermal industry, Zhejiang Province, the first company to introduce automatic production line, Tongji sun through industrial upgrading, large-scale expansion, brand building and other means to comprehensively promote industrial upgrading, Zhejiang solar energy, but also Tongji sun as a platform will be in the national and even global markets show the level of manufacturing enterprises in Zhejiang and innovative strength.
· Advanced Tongji sun for solar thermal utilization in China in recent years, developments in the field results affirmed that he hoped to seize the company Tongji Sunshine State \"home appliances\" the policy of the opportunity, through the product technology, marketing and brand building, etc. constantly efforts toward a higher goal. Zheng Ruicheng Tongji sun wants to seize the current rapid development of the domestic water heater industry, opportunity, through increased production equipment upgrade for rural brothers sent \"safe\" solar water heater.
According to Chang-Qing Wang, general manager of marketing, this year in the domestic solar water heater market as a whole experienced growth slowed, demand in mature markets saturated background, Tongji sun-end market through increased investment, especially the full use of \"Famous Chinese Trademark \",\" home appliances \"successful brand advantages of resources, in the domestic market to maintain stable development momentum.
It is reported that in the domestic solar water heater market, Tongji sun, though started late, but the rapid development through the \"first, after market factory\" idea of ??a unique operation, quickly grasp the domestic solar water heater market in the first round of the opportunity for development, success among the domestic market leading enterprises. Especially in the branding, the Tongji sun made the first in the industry within the \"safety first brand of solar\" differential positioning, by highlighting the quality of solar products and safety performance, to grasp the psychology of consumers in rural areas, promote the enterprise in the market marketing, and so to enhance the strength.
Chang-Qing Wang said that in recent years, through market-based Tongji sun, insist marketing network, professional marketing team, dealers and other market towns anchor of joint development, to enhance the synchronization for the enterprise in the market to enhance the scale of the accumulated wealth of resources and experience. At the same time, together with a clear idea of ??market operation and stable development strategy for dealers and employees have become Tongji important driving force for the development of the sun.
Of \"industrial upgrading as a symbol, the sun will pull Tongji large-scale expansion in the national market the new prelude to 2010 as a starting point, the sun will be fully opened Tongji breakthrough in the next decade of self, ranks among the industry leader in brand strategy pace. \"tube Jin says.