Solar water heater market transition difficult

According to relevant statistics, in the solar water heater retail market in 2012, only 10% of urban sales accounted for a record low in recent years. Industry experts said that with the entire solar water heaters losing the city, the industry has reached a critical period, solar water heater companies urgently need transformation and change, otherwise they will be eliminated by the market.

The city market was completely defeated. "The sales of solar water heaters in the city fell across the city in 2012. From the point of view of retail business, the ratio of urban sales to rural sales is about 1:9, and this figure was just the opposite before 4-5 years." Huang Huangming said in an interview with reporters.

The urban market is constantly disappearing, and the development of solar water heaters is equivalent to a backward decade. Huang Ming stated that since 1995, he has put forward the "Copec market and cultural legitimacy brand," and a large number of employees have promoted it day after day, finally achieving three points of the city water heater market. Solar water heaters, gas water heaters, and electric water heaters each occupy A certain market share. The current situation is that solar water heaters are all gone.

In addition to the comprehensive failure of the urban market, the growth rate of the entire solar water heater industry has also reached a record low. According to the data provided by the China Solar Thermal Industry Coalition, the total output of the domestic solar thermal utilization industry was approximately 63.9 million square meters in 2012, an increase of 11% year-on-year, continuing the low growth rate of 17.6% in 2011. New low.

The lack of mandatory industry norms "the lack of industry standards, technical threshold is too low." The industry generally believe that this is the root cause.

Huang Ming stated that the reason why he would become the so-called “public enemy of the industry” was because he advocated “raising barriers and establishing strong standards”. With Huang Ming's repeated exposure of the "shallow-strong" standard, the industry standards and quality of the solar industry gradually entered the sight of ordinary consumers. In fact, as early as 8 years ago, Huang Ming began to promote high standards within the industry. high quality.

Appliance analyst Liang Zhenpeng also said that the current solar water heater industry is chaotic. The main reason for the lag in industrial development is the lack of industry standards and low technical barriers. Li Yuheng, a senior research fellow at China Investment Consulting, also believes that the reason why solar water heaters rapidly withdraw from the urban market is mainly due to the mixed market, low overall quality, and false prosperity. In addition, solar water heater sales channel planning lags behind, and out of touch with the market, has not yet explored a more successful sales model, and after-sales service is difficult to be guaranteed, so that consumers are greatly reduced the enthusiasm of buying solar water heaters.

The development of China's solar water heater market has not yet matured. The market has a low degree of standardization, and the market is in a period of vicious competition. This is one of the reasons why the development of the solar water heater industry is in trouble. Huang Ming disclosed for the first time that some people have paid for the employment of at least three public relations companies to jointly plan a complete set of attacks on Huang Ming’s plan, which costs over RMB 3 million per month. He also expressed the hope that his peers would stop the plot to hide behind and engage in intrigues, blunders, and dark arrows.

Implementing an all-round development model The industry generally believes that with the disorderly development of the industry and the sluggish growth of the entire industry, the solar energy industry has entered a critical period. It is expected that the industry will accelerate the reshuffle next year and a large number of small and medium-sized enterprises will withdraw.

Regarding the future development of Huang Ming, Huang Ming stated that he will no longer defend solar water heaters. The brand publicity will be changed from Huang Ming Solar to Huang Ming shares. In the future, solar energy peripheral products and overall energy-saving solutions will be developed, such as solar flashlights, solar gardens, solar heating, and micro-banking campus solutions. It is estimated that solar water heaters and peripheral products will account for 5:5 of company sales in 2013, and solar energy peripheral products will surpass water heaters as the main business in the future.

In Li Yuheng's view, this comprehensive development model of Huang Ming is both a frustrating move and a wise move. Faced with the cold weather of the solar water heater market, companies should diversify their development to improve their anti-risk capabilities. Solar energy has huge potential for market development. Although the current development of solar water heaters has been hindered and is not satisfactory, solar energy products will become the mainstream in the general trend of energy conservation and emission reduction.

"This is a good idea." Liang Zhenpeng believes that take the water heater, compared to gas water heaters and electric water heaters, solar water heaters, energy-saving performance is still significantly higher than the above two, solar energy-related industries in the future development of a huge space.