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Successful in 2010 case analysis of to the countryside

[REVIEW] 2010, the successful home appliances relevant information has been published, 168 of this successful enterprise, involving 186 brands, 1337 model, the successful marketing of 31 provinces and autonomous regions. The bid relates to the number of brands, more models, greater price range.

     2010, the solar water heater successful home appliances relevant information has been published, 168 of this successful enterprise, involving 186 brands, 1337 model, the successful marketing of 31 provinces and autonomous regions. The bid relates to the number of brands, more models, greater price range.

First, the 2010 Basic solar home appliances
    1.2010-year total and type of successful business
    According to U.S. research center for large solar water heater in 2010 related to successful data management statistics, a total of 168 companies in this bid, more than 2009 out of 76 corporate publicity. The two types of business enterprises successful publicity. Among them, the second 79 successful enterprises publicity, publicity companies bid for the first 89.

    The number of successful public companies with 24 home appliance enterprises, accounting for 14.3% of total successful companies, although the proportion in 2009 declined by 6 percentage points. However, the absolute amount of increase than six in 2009. Haier solar energy, solar energy Hefei Meiling, Hefei Rongshida solar, Guangdong Midea, Henan fly solar energy, solar energy, and all successful Shandong ducklings.

    2.2010 Source distribution of successful enterprises
    According to the published results show that the number of successful enterprises in 2010 168, from 16 provinces, more than two provinces in 2009 were: Jiangxi and Shanghai. Of which: number of successful enterprises of Zhejiang highest number of 39, accounting for 23.2%; Jiangsu Province, winning 32, the proportion was 19%. Third and fourth respectively in Beijing and Shandong Province, the first four provinces, a total of 117 successful companies, the cumulative proportion of 69.6%.
 
    Comparing 2010 and 2009 found that the regions of successful enterprises, Zhejiang, Jiangsu, Yunnan and Shandong to increase the amount of the most successful companies, which increased 24 Zhejiang, Jiangsu, increasing 17, an increase of 11 Yunnan, Shandong, an increase of 9. This is to some extent, shows that China\\ s solar thermal industry cluster advantages are highlighted, Zhejiang, Jiangsu, Shandong and other emerging industrial base of powerful enterprises. Yunnan, but also should be noted that the rise of the solar thermal industry, Yunnan is China\\ s early development of solar energy heat utilization industry, one of the provinces, but in the development process and other reasons because the product has been in a tepid state, but recent years with the rise of flat panel solar water heater, the Yunnan government policy of increasing support, Yunnan Province, the solar thermal industry is developing rapidly in recent years.
 
    3 Distribution of the number of product lines
    The list of successful publicity, the average number of brand bidding model 7.7, up from successful models to reduce the average 1.1. The gap between the number of companies to bid for larger models, the introduction of models of the brand is the most sun, rain, launched 50 models, an increase of 20 over last year, while the same 12 brands launched only one of the models. Combined strength of enterprise-scale perspective, corporate reputation, and size of the stronger companies to bid for more models accordingly. Distribution of the whole model number from the situation, model number from 1 to 4 the number of brands between the proportion of 46%, the number of models 5-8 the proportion between the number of brands was 25%, both the total the proportion accounted for 71%, up from the successful range of proportion with an increase of 8 percentage points, more than 70% of the brand product model number of the tender were 8 or less.
 
    Major U.S. research centers on the successful 2009 sales analysis of 74 companies found a single successful brand marketing capabilities provinces (large definition of the U.S. research center: a single province sales ability = 0.3 * 0.7 * Registration Registration delivery sales volume) and brand Model number of the correlation coefficient of only 0.11, showing a very weak positive correlation. General trend is more tender model number, the higher the ability to sell a single province, when the volume of product models to reach more than 13, this positive correlation is more obvious.

    But this is only a general trend, overall very flat, which means that a single model through increased product sales volume to increase the capacity of the general effect. Research recommends that companies large U.S. market with the number of standard models the strength of enterprises linked to different types of products in a way tailored to certain groups, will require different marketing strategies, strong enterprises, to implement for different segments corresponding to the marketing strategy, and some weaker companies to catch up. Therefore, companies should not blindly pursue to increase the number of product models, but to the strength and business and marketing strategy is consistent.
 
4. Price distribution
    The tender price has increased, some high-priced products into successful series, the average price rise, the price range widened. According to the publicity results show 186 brand-name products, the highest price of 5,000 yuan, higher than the previous successful release of 1,000 yuan, the lowest price of 1,000 yuan, lower than the previous successful release of $ 220. The average bid price of 3409 yuan, higher than the previous average price of winning 588 yuan. Look at the specific price range from the distribution of 1,500 yuan products rarely, only 0.1% share, the price to 2,000 yuan in 1500 the product accounted for 4% of the national product. The most concentrated product prices between $ 2500 to 4000, the product in this price range accounted for 58.7% of all products, 4,000 yuan more than the proportion of products also reached 25%.
 
    From all over the bid price of the product to see, Chongqing companies to bid for the product is still the highest average price for 4430 yuan, higher than the national average price of 1021 yuan, and higher than the average of the last bid price. The average price of Hebei Province, enterprises are still the lowest bid for the 2577 yuan, lower than the national average price of 832 yuan, but the average price of winning than the previous Hebei higher than 810 yuan.
 
 
    Successful brands from the 2009 features, the brand with the average price of a single province of the ability to sell the brand almost no correlation. Ability of a single province in 2009 sales of top ten most companies, there are five brand price lower than the overall average; the other five companies, national brands are strong, to take a higher pricing strategy, evenly divided.
    5 bid price span of
    The successful brand price span (the highest price and lowest price gap), an average of 1761 yuan. Price span for the three brands most light general, Hawker and Haier, the price span was 3631 yuan, 3340 yuan and 3300 yuan. Price of the smallest span three brands were filled liters (260 million), the sun Colmar ($ 200) and Tianfu Sunshine (160 yuan). The product price has increased, so winning products span the whole is greater than the 2009 price level.
    From brand to see the price gap between adjacent products, this successful brand spread to the adjacent average 268 yuan, the smallest of the three adjacent spread brand sun, rain, sun and seasons Mu-song treasure, the spread was 57 yuan, 64 yuan and $ 75. Spread the largest of the three brands to Macao and Germany gentry, warm blessing children, MACRO, 1890,1150 and 1070, respectively, spread yuan.
 
    From 2009 to see the successful sales of the brand: the general strength of the firms that are less successful product model number, if the widening spreads will lead to a single sub-products into different market segments, leading to competition in a market segment in a single product less competitive, sales weak; companies stronger, larger number of successful models, covering the low end of high school, so a larger spread, and such enterprises should be appropriate to widen spreads to widen spreads can be as reduced with enterprise products in the same market segments to form internal friction.

    6 successful areas of successful brand
    2010 168 winning companies, the average winning 14.6 provinces, 3.6 higher than 2009 provinces, showing that this bid has been expanded. 168 companies, most successful 31 provinces and autonomous regions, such as: Oster, Haier, Hawker (Shandong Hout Solar Co., Ltd.), Emperor Ming, Victor (Hefei Rongshida Solar Technology Co., Ltd.), Wing thing of the four seasons Mu-song, sun, treasure, sun, rain, 100 million and per liter; at least the only one provinces and autonomous regions. Among them, winning 1-5 all the provinces of the brand share of successful brands accounted for 17.3%, 12.5 percentage points than the 2009 high; winning 5 to 10 provinces of the brand share of 18.2% over the 2009-year high of nearly 5 percentage points ; winning 11 to 15 provinces of the brand share of 29.5%, the largest number of successful brands in this range than the 2009 high of 15 percentage points. Winning 15 provinces and the following cumulative proportion of 65% brand, much higher than in 2009, indicating less successful provinces in 2010, a substantial increase in the brand, to a certain extent, shows the number of successful small and medium enterprises in 2010 the ratio increased.
 
Second, the winning bid of regional and key markets
    1 the basic situation of winning the regional
    The announcement of the bid area to the 31 provinces, each province of the market average number of successful brand 87.6, compared with 2009, more than 34.2 53.4. Since 2010, a significant increase in the number of successful brands, so each province is basically the number of successful brands have increased compared with 2009, but the province has shown different characteristics, this reflects the different target market of corporate marketing, also reflects the country\\ s solar energy market is currently hot and cold conditions and layout.
    Henan, Hubei, Anhui, Hebei and Sichuan, the number of market-winning brand of five provinces, according to the provinces successful brand sorting, the first four provinces and in 2009 the same; Sichuan Province, a substantial increase in market successful brands into fifth place. Among them, Henan market has been favorable for successful brand in the market, there are 71 brands in 2009 winning the province in 2010 increased to 155, more than doubled, with 83% of the province\\ s brand bidding market, again ranking first; Hubei market the second largest number of successful brands, winning 144 brands, more than 82 brands in 2009, an increase of 132%; Anhui market in 2010 winning 131 brands, 68 higher than 2009, an increase of rate of 108%; Hebei market by the number of successful brand in 2009 to 63 123, an increase of 95%; Sichuan market successful brand significantly increased, from 38 in 2009 to 123 in 2010, the growth rate of 224%. Such regional market demand, high consumer awareness of the industry, but also in the solar thermal around several major industrial base, China\\ s solar water heater is a major market, so many companies in the tender area in these regions as the key areas .

    Guizhou, Yunnan, Hainan, Fujian and Guangxi market, the number of successful growth in the top five brands. Among them, the Guizhou market environment suitable, low coverage, the development potential, in 2010 the number of successful brands to reach 98, and 25 in 2009 compared to a growth rate of 292%; market, followed by Yunnan, Yunnan is China\\ s development of a more market long one of the regional market, local residents for solar thermal product awareness is relatively high, and with the support of local government efforts to increase industrial development and the rise of flat products, the local industrial market has developed rapidly in recent years by the attention of many brands, 96 brands in 2010 in the sample market, compared with 2009 increased by 71 brands; in the third market of Hainan, the Hainan market for the 37 winning brands, winning only 20% of this brand market, at a low level, but the growth rate greater than the number of successful brand in 2009 increased by 270%; there in the top five markets in Fujian and Guangxi, the two provinces of successful brands, respectively, 77 and 90, growth rates were 267% and 260%. Currently, these five areas is the expansion of China\\ s solar water heater market in key areas, I believe that this type of market in the coming years in China\\ s position on the solar water heater market will increase substantially as China\\ s solar water heater market in important regional markets.
 
    (2) successful market situation in Henan Province
    Two consecutive years, Henan Province, the largest number of successful brands. 2010, 142 companies, 155 brands, product to the successful 1291 in Henan Province, located first in the country. Successful companies from the source to see the market in Henan Province, mainly from Zhejiang, Jiangsu, Shandong, Beijing and other 14 provinces and autonomous regions. There are 38 of them, Zhejiang, Jiangsu, 29, 28, Shandong, three major industrial base in Henan Province, Henan Province, total number of successful companies market the number of all successful enterprises 66.9%. Flying Solar Technology Co., Ltd. Henan, Kaifeng-fu warm child Solar Co., Ltd. and Zhengzhou timely New Energy Technology Co., Ltd were successful in this province.
 
    Henan Province, the market bid price of 3332 yuan on average, less than 3409 yuan this successful product, the average price. Brand products in the market samples of the highest, the lowest level consistent with the overall, were 5,000 yuan and 1,000 yuan. Bid price and the overall distribution is basically the same, more than 2,000 yuan accounted for 4% of product weight, 2,500 to 4,000 yuan accounted for 60% of the products between. Details as follows:
 
    Successful from the Henan market specific brand perspective, the average price of cattle is the highest card, the price is 4980 yuan; followed by the light from Zhe Jiang Shenhao Technology Co., Ltd. Shen Hao, the price of 4780 yuan. In third place is the sun from the treasure of Jiangsu, the average price of 4771 yuan. The lowest bid price in the three local brands were from Shandong dao Kate, Rip, and on the source from Jiangsu Province, the average price of all three brands in 2300 yuan. From three local brands, a warm child is a blessing, the average price of 2948 yuan; a new fly, the average price of 3419 yuan; a large Zheng, the average price of 2430 yuan.
    Bid price, Henan Province, the standard deviation of 862.49, the dispersion coefficient is 0.259, slightly higher than the overall degree of dispersion (0.257), indicating successful products in Henan Province high degree of dispersion between the price that the market successful products in Henan Province, price competition relatively moderate.
    From the regional market distribution of the number of successful product model, basically the same country, but a large number of brand bidding model slightly higher than the proportion of the overall level, to a certain extent, explains the large number of medium-sized brands pay more attention to Henan market.
 
    3 Hubei successful market conditions
    Hubei market in 2010 with 128 companies, 144 brands, product to the successful 1241 Hubei. Successful companies from the source to see the market in Hubei Province, mainly from Zhejiang, Jiangsu, Shandong, Beijing, Anhui and other provinces 14. Among them, 35 Zhejiang, Jiangsu, 25, 21, Shandong, Hubei Province, the three major industrial base in the total number of successful business enterprises in Hubei Province the number of all successful market 63.3%. Local businesses Solar Group Co., Ltd. Hubei, China Yang won the bid in the province.
 
    Hubei Province, the market bid price for the 3332 yuan on average, less than 3409 yuan this successful product, the average price. Brand products in the market samples of the highest, the lowest level consistent with the overall, were 5,000 yuan and 1,000 yuan. Bid price distribution is basically consistent with the overall, between 2500 to 4,000 yuan accounted for 59% of the products, Hubei Province, the distribution of successful products, the overall price slightly lower than the overall level.
    Market bid from Hubei Province to see the specific brand, the highest average price of cattle brand, a successful model of this brand, price of 4980 yuan; followed by the light from Zhejiang Jiangshen Hao Technology Co., Ltd. Shen Hao, the price is 4780 yuan; in the third is from Jiangsu Province, Sun Bao, the average price of 4771 yuan. The lowest bid price in the three local brands were from Yunnan Lijiang Huang nest, and from Jiangsu, Shandong Rip Japanese source, the average price of all three brands under $ 2250. From a local brand, Hubei Hua Yang, the average price of 3408 yuan.
    Hubei Province, the market bid price standard deviation of 872.71, the dispersion coefficient is 0.262, higher than the overall degree of dispersion (0.257), to a certain extent, Hubei Province, the market bid price the wide range of price competition is relatively moderate.
    From 2010 the number of successful product model to see the market in Hubei Province, model number 12 and the following brands accounted for the local market for 80% of successful brands, slightly lower than the overall proportion of the structure, a large number of brand bidding model higher than the overall proportion of level, to a certain extent, explains the large number of medium-sized brands pay more attention to market in Hubei.
 
4 successful market situation in Anhui Province
    2010, 119 companies, 131 brands, product to the successful 1199 in Anhui Province. Market, mainly due to successful enterprises in Anhui Province, Zhejiang, Jiangsu, Shandong, Beijing and other 13 provinces and autonomous regions. 33 of which Zhejiang, Jiangsu, 28, 23, Shandong, Anhui Province, winning three major industrial base in Anhui Province, the number of enterprises accounted for all successful companies market the number of 70.59%, Anhui, local enterprises 9.
     Anhui Province, the market bid price of 3349 yuan on average, less than 3409 yuan this successful product, the average price. Brand products in the market samples of the highest, the lowest level consistent with the overall, were 5,000 yuan and 1,000 yuan. Successful products, the 2500 ~ 3000 yuan of products accounted for the largest proportion, 24%; 3000 to 4000 yuan of products accounted for 35%.
     Market bid from Anhui Province to see the specific brand, the highest average price is Zhejiang Jiang Shenhao, the price is 4780 yuan; followed the sun from Jiangsu Bao, the price is 4771 yuan; in third place is from Jiangsu Province, gilly up, the average price of 4685 yuan. The three lowest bid price of local brands were Rip Shandong, Jiangsu and Austrian customers on Long source, the average prices of three brands: 2173 yuan, 2188 yuan and 2230 yuan. There are 10 local brands, namely: on the source, the average price of 22.3 yuan; new Yang, the average price of 3368 yuan; Yangtze, the average price of 3362 yuan; Dwyer, the average price of 2682 yuan; Meiling, are price of 3,800 yuan; Victor, the average price of 3407 yuan; Rongshida, the average price of 3354 yuan; Best, the average price of 3557 yuan; miles up, the average price of 3015 yuan; wings, the average price of 3045 yuan.
    From Anhui Province in 2010 won the bid to see the market of the product model number, model number and the following 12 brands accounted for the local market for 76% of successful brands, slightly lower than the overall proportion of the structure, a large number of brand bidding model high proportion of in the overall level, to a certain extent, explains the launch of the brand in Anhui Province, more medium-sized brands.

    5. Hebei successful market conditions
    Hebei market in 2010, 113 companies, 123 brands, 1156 products successful models. Market, mainly due to successful enterprises in Hebei Province 12 provinces and autonomous regions. 28 of them, Shandong, Zhejiang, there were 26, 22, Jiangsu, Hebei Province, the three major industrial bases in the number of successful enterprises, Hebei Province, the market share of total number of successful enterprises 67.26%, Hebei, local enterprises have four.

    Hebei Province, the market bid price for the 3353 yuan on average, less than 3409 yuan this successful product, the average price. Brand products in the market samples of the highest, the lowest level consistent with the overall, were 5,000 yuan and 1,000 yuan. Successful products, the 2500 ~ 3000 yuan maximum proportion of the product, 23%; between 3000 to 4000 yuan of products accounted for 35%.
 
    Successful from a specific brand of Hebei Province, the market perspective, the highest average price of cattle brand in Beijing, the price is 4980 yuan; followed by Jiangsu Sun Bao, the price is 4771 yuan; in the third day is the Leader of Jiangsu, the average price of 4685 yuan. The lowest bid price in the local brands were three Rip Shandong, Beijing, Shenyang and Shandong dao wing nine days Kate, three brands were average price: 2173 yuan, 2097 yuan and 1980 yuan. There are four local brands, namely: Ding heat, light, and the ring-wing, average prices were: 2413 yuan, 2533 yuan, 2980 yuan and 2450 yuan, are in the middle price.
 From 2010 the market in Hebei Province won the bid to see the number of product models, model number and the following 12 brands accounted for the local market for 74% of successful brands, slightly lower than the overall proportion (84%), the number of tender type 12 or more higher than the proportion of the overall level of the brand, explains the brand launch in Hebei Province, more medium-sized brands.

6 successful market situation in Sichuan Province
    Sichuan market in 2010, 107 companies, 121 brands, 1105 product to bid. Successful enterprises are mainly Sichuan market from 15 provinces and autonomous regions. There are 30 of them Zhejiang, Jiangsu, 17, 14, Shandong, Sichuan Province, winning the three major industrial base in Sichuan Province, the number of enterprises accounted for all the market 57% of the number of successful companies, there are nine local enterprises in Sichuan.
 
    Sichuan Province, the market bid price of 3348 yuan on average, less than 3409 yuan this successful product, the average price. Brand products in the market samples of the highest, the lowest level consistent with the overall, were 5,000 yuan and 1,000 yuan. Successful products, the 2500 ~ 3000 yuan of products accounted for the largest proportion, 23%; between 3000 to 4000 yuan of products accounted for 35%. Details as follows:
 
    Market bid from Sichuan Province to see the specific brand, the highest average price of cattle brand in Beijing, the price is 4980 yuan; followed by Zhejiang, Shen Hao, the price is 4780 yuan; in third place is the sun, Jiangsu Bao, the average price of 4771 yuan. The lowest bid price in the three local brands were Shandong futel, Valentia and Lijiang in Yunnan imperial nest series, three brands were average price: 2269 yuan, 2185 yuan and 2090 yuan. From 10 local brands, namely: Aoning, Changhong, super-minister, ultra-Di, the highest heat, Nikko Star, Top Ten, double Gap, Tianfu Sunshine, Huang and Xing-day incident, the average prices To: 3680 yuan, 4380 yuan, 3381 yuan, 3505 yuan, 3312 yuan, 2650 yuan, 3220 yuan, 3505 yuan, 2600 yuan, 3380 yuan and 2743 yuan.
    Market in Sichuan Province from 2010 to see the number of successful product type, model number and the following 12 brands accounted for the local market for 76% of successful brands, slightly lower than the overall proportion (84%), type the number of bidders in more than 12 brands higher than the proportion of the overall level, indicating that the launch of the brand in Sichuan Province, more medium-sized brands.
    7 winning the market situation in Guizhou Province
 
    Guizhou market in 2010, 82 companies, 98 brands, 947 product to bid. Guizhou Province, mainly due to market successful business 12 provinces and autonomous regions. 23 of which Zhejiang, Jiangsu, 12, 10, Shandong, Guizhou Province, the three major industrial bases in the number of successful companies all share the market in Guizhou Province 54.88% the number of successful enterprises.
 
    8 successful market situation in Yunnan Province
    Yunnan market in 2010, 78 companies and 96 brands, 926 product to bid. Mainly due to market successful businesses Yunnan Province 10 provinces, including Zhejiang and 19, 12, Jiangsu, Shandong, 10. 13 local businesses Yunnan.
 
    Yunnan Province, the market bid price of 3366 yuan on average, slightly lower than 3409 yuan this successful product, the average price for the overall average price of 98.7%. Brand products in the market samples of the highest, lowest price is 5000 yuan and 1480 yuan. 2500 ~ 3000 yuan of products accounted for 23%, from 3000 to 4000 the proportion of products between $ 35%. Details as follows:
 
    Successful from the Yunnan market specific brand perspective, the highest average price of cattle brand in Beijing, the price of 4980 yuan; followed by Zhejiang, Shen Hao, the price is 4780 yuan; in third place is the sun, Jiangsu Bao, the average price for 4771 million. The lowest bid price in the local brands were the three local Lijiang, Yunnan Gold from the village of series (average price 2427 yuan), Fortuna (average price 2185 yuan) and the Lijiang River Queen nest series (2090 dollars). From Yunnan local brands include: Dian Hong, Valentia, too standard, with music and so on.
    Yunnan Province from 2010 to see the market winning product model number, model number 12 the following brands in the proportion of 73%, less than all the successful brand in the corresponding interval of the proportion that the number of models in more than 12 models of the brand than and more.

    9 successful market conditions of Guangxi Province
    Guangxi market in 2010, 75 companies and 90 brands, 925 product to bid. Guangxi Province, mainly due to market successful business 13 provinces and autonomous regions. 21 of which Zhejiang, Jiangsu, 13, Shandong 9, no local enterprises.

    Guangxi Province, the market bid price of 3413 yuan on average, higher than this bid, the average product price of 3409 yuan. Brand products in the market samples of the highest, lowest price is 5000 yuan and 1650 yuan, the lowest bid is higher than the product of this price. 2500 ~ 3000 yuan of products accounted for 23%, 3000 ~ 3500 yuan proportion between the number of products 18%, between 3500 and 4000 yuan reach 17% the proportion of the product.
10 successful cases, Fujian market
    Fujian market in 2010, 64 companies and 89 brands, 838 models products. Fujian market, mainly due to successful enterprises in 10 provinces and autonomous regions. There are 20 of them, Zhejiang, Jiangsu, 14, Shandong 8. Only local enterprises in Fujian San Yuan Electronics Co., Ltd. 1.
 
    Fujian market bid price of 3445 yuan on average, higher than 3409 yuan this successful product, the average price. Brand products in the market samples of the highest, lowest price is 5000 yuan and 1650 yuan, the lowest bid is higher than the product of this price. 2500 ~ 3000 yuan of products accounted for 22%, between 3000 ~ 3500 yuan more than the number of products accounted for 19%. , 4,000 to 5,000 yuan up to 27% the proportion of the product, significantly higher than the overall level.
 
 Successful from the Fujian market specific brand perspective, the highest average price of cattle brand in Beijing, the price is 4980 yuan; followed by Zhejiang, Shen Hao, the price is 4780 yuan; in third place is the sun, Jiangsu Bao, the average price for 4771 million. The lowest bid price in the three local brands were from the Beijing New Energy Co., Ltd. China Industry sun sun Babe, the average price of 2,600 yuan, followed by the New Energy Co., Ltd. Haining far far can the average price for 2580 Yuan; the lowest price to benefit from solar energy Co., Ltd. Haining rainbow rain, the average price of 2495 yuan.
 From Fujian market in 2010 to see the number of successful product type, model number Model number 12 the following proportion was 67% lower than the total proportion of successful brand in the corresponding range of 17 percentage points. Successful brands in Fujian Province, a large number of brand models the proportion of larger, stronger, larger enterprises in Fujian Province, a large proportion of the market bid.