| In Beijing, electric water heater industry entered into the market is rapidly growing market. In recent years a small household appliance industry is the fastest growing one of the products.With steady economic development, people in the ever-changing consumer attitudes and buying power continues to increase. Electric water heater market demand will show a higher growth rate.Beijing electric water heater market and the rapid development of policy, economic climate, technological and other factors are closely related. The coal, oil, natural gas and other energy prices have gone up and vigorously guide price difference between peak and off. measures to lower electricity prices, consumers have abandoned "gas" with "a" in the region. The advantages of electric water heaters because of its own that it has potential for growth; However, electric water heater installation safety and quality of products, and is restricting the development of a major problem plaguing the entire industry. Further improve and upgrade the industry standard for the industry to ensure the healthy development of regulations. Safety problems have gradually become history, consumers increase their sense of distrust of the industry, directly contributed to the sector's healthy development.Real estate warming caused by matching demand for Beijing electric water heater market is the main driver of growth. Closely related to the real estate market and home appliances products. residents will directly contribute to the improvement of housing conditions for the renewal of demand for household electrical appliances. Meanwhile, it will also contribute to the purchase of household electrical appliances demand. The growth rate of individual housing loans, but also indirectly residents snapped shows growth This directly affects household appliance market demand and increased demand in the update.With domestic consumption and the continuous improvement of people's quality of life requirements, the water heater has become ordinary Chinese people's pursuit of commodities. Water heaters not be used for the sole purposes only. Meanwhile, gas water heaters, solar water heaters products of its own development of technical limitations, Beijing, climate and other factors directly promoting the development of electric water heaters.From a consumer buying behavior, to buy a new house decoration. the old house was not because of the need to use water heaters and hot water heaters damaged the original purchase or use of the old house but have a problem and need replacement is the main reason consumers buy heaters. Safety, after-sales service, price and function. Consumers to purchase electric water heater, consider the factors of greatest importance. However, friends and relatives, television advertisements, Comparison shop and shop sales on domestic consumers in Beijing, the main conduit for information on the electric water heater with the most trusted channels.Beijing electric water heater market competition, as a simple electric water heater product mix, has three major components : TANK. Heating and insulation. So, technically to the intelligent, multi-function, fuzzy, network, digital and digital development. competitive product technology will become the main direction of electric water heaters. Beijing is North China, winter air temperature at minus 10 degrees, and a warm home. 50-80L hanging large volume water heaters. Hanging type electric water heaters are more suitable for large-volume consumers of Beijing households. Electric water heaters in China's rapidly growing market Haier, and Smith. Revelation almost three giants dominating the market, 50% of the market share for electric water heaters.Siemens electric water heaters in 2003, entering the market, relying on its strong capital strength, brand, technology, a sound marketing network, a large number of excellent sales and after-sales service, year has reached 4% market share, ranking fifth in the electric water heater.With the increasingly fierce market competition, product / brand increasingly complicated. The continuous upgrading of electric water heaters, electric water heaters are increasingly concentrated in the Haier brand, AO Smith. Revelation few electric water heater manufacturers. The competition level has been clearly upgraded electric water heaters -- gradual transition from a simple price war to the battle for technology, brand, War service. In addition, with the continuous improvement of people's living standards and their quality. water heaters, increasing the demand for its products has presented a personalized, humanized. Due to the characteristics of different buyers Beijing heaters, They have similar electric water heaters and high-end products tend to the needs of consumer groups. The characteristics of high-end consumers in households with a monthly income of more than 10,000 yuan, in the area of more than 100 square meters. Psychological more rational consumer prices consumers ultimately choose not absolute terms, they pay more attention to brand, importance to the expansion of functional products, higher brand loyalty and purchase brand stressed other factors.According to the Beijing Municipal electric water heater market in all segments of the market and the unique nature of the company's competitive edge Siemens electric water heaters. Siemens chose a highly educated, high-income, high brand loyalty, we are also concerned about the two-dimensional nature of the product, Advocating brand underlines grade. Choice of name brand appliances that is a representative of the attitude of home appliances and lifestyle have a stable and well-known classics and quality household electrical appliances have more experience. Electric water heater products in the hope that under the premise of ensuring security, but also show the family, providing an ideal life in the high-end consumer group.Siemens's house appliances electric water heater remained in the high-end brand image. Be matched with the existing market position in the high-end brands. Household electrical appliance industry as a strong brand, Siemens, electric water heaters into the market should reflect its strong marketing strength : scientific and highly efficient enterprise management, strong brand extension, abundant funds, the high standard of technology, The strong advertising, the most effective USP, developed marketing network and quality after-sales service. However, the OEM to enter China in the form of water heater market, in many respects, are subject to many restrictions, such as the emphasis on innovative products, but Products less developed rapidly slow that it is difficult to meet the demand for positioning in the high-end market. The lack of core technology products with a relatively high price. not widely accepted by consumers Siemens electric water heaters and other factors, the pace of market development.To further extend Beijing electric water heater market Siemens companies in the electric water heater set a clear market position based on the formulation and implementation of product strategy pricing strategy, channel strategy and marketing strategy. Product strategy to broaden the product portfolio to enhance the length and depth of product portfolio; Through product innovation, increasing the added value of their products, thereby enhancing its competitiveness in the market; Color appearance products, the difference between after-sales service system. Channel strategy for large home appliance stores, building materials supermarket chains as a major marketing channel. Take a strong combination of marketing promotion and marketing as a means to communicate localized marketing strategy. |
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