The wall-hung boiler industry turns to the retail market, how should companies respond
Release Time : 2021-03--24
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Gas wall-hung boilers (hereinafter referred to as "wall-hung boilers") have been developed for many years, integrating the bathing function of traditional water heaters and the heating function of traditional boilers. These years have also been regarded as a branch of the water heater industry in the industry. However, compared with traditional water heaters, wall-hung boilers have only been developed in China for more than 20 years, and most consumers still know little about them.
Wall-hung boilers originated in Europe. Since the 1990s, some European and Korean brands have entered the Chinese market and gradually expanded their market share advantages. However, the development of wall-hung boilers in recent years has mainly focused on the engineering market, and has played its advantages under the catalysis of coal-to-gas policies and refined decoration.
In recent years, the topic of heating in the South has attracted people’s attention. The heating cycle is relatively short, and the heating period in some areas is only 40 days. Considering the complexity of heating equipment construction, it is not suitable for central heating. Wall-hung boiler heating has become the most popular heating system in the South. Excellent solution. In addition to southern fine decoration, consumer demand for wall-hung boilers at home has also begun to appear. In the process of communicating with reporters, many wall-hung boiler practitioners believed that the future of wall-hung boilers is not in the coal-to-coal reform market, but in the retail market.
Under the influence of the epidemic, the wall-hung boiler industry has been affected in both the engineering market and the retail market this year. According to industry online data, the sales of wall-hung boilers in Q1 this year were 230,800 units, a year-on-year decrease of 36.67%; among them, the sales of condensing wall-hung boilers (including secondary heat exchange) were 23,500 units, a year-on-year decrease of 66.03%. Gas Engineering) 169,300 units, a year-on-year decrease of 24.07%, and retail sales of 61,500 units, a year-on-year decrease of 56.55%.
Test the water live sales
The wall-hung boiler market is subject to short-term fluctuations under the influence of policies and the property market, but overall, the market will still be on the rise for a long time. Even if the sudden outbreak of the epidemic this year has a major impact on retail market sales, especially offline channel sales, the overall market growth direction will not change in the long run.
On the one hand, the country’s determination and intensity on the use of clean energy have not changed, and the epidemic has not affected the process of converting coal to gas and electricity in most areas; on the other hand, the rapid development of e-commerce during the epidemic has made more users recognize To learn about and purchase wall-hung boiler products online.
Although the retail market for wall-hung boilers tends to be offline, under the influence of the epidemic this year, wall-hung boiler companies have also begun to try to break through the bottleneck of product sales through live online sales. It is understood that Qingdong Nabian has previously launched a live sales of wall-hung boilers in Xinjiang and Hebei, which has achieved good results. Bosch is also experimenting with product sales in this form this year.
Previously, many wall-hung boiler companies had low investment in the online market. This year's changes in user consumption habits are also driving these companies to accelerate channel changes. Live streaming is the most popular online traffic aggregation and product promotion method nowadays. If you want to bring dividends to sales through this method, you need a relatively long-term cultivation and planning of the brand.
Multiple pain points to be solved
At present, wall-hung boiler products need to face localization problems that are completely different from those in the European market. The geographical and climatic conditions of different regions in China are obviously different, and the usage habits of residents are also different. The wall-hung boiler is different from ordinary household appliances, and its operation is also affected by the quality of the local gas source, water quality, climatic conditions, and building structure. How to adapt the wall-hung boiler products to various use conditions and ensure the safe, stable, normal and efficient operation of wall-hung boiler products is a problem that every wall-hung boiler manufacturer must face.
Manufacturers of wall-hung boilers need to make in-depth research and understanding of the Chinese market and application environment while using mature technologies in the heating industry in advanced regions to provide professional solutions to specific problems, rather than blindly copying the R&D experience in these regions. It is understood that Bosch will introduce wall-hung boiler products that are adapted to the Chi