China electric water heater brand competitiveness improved and foreign brand successfully confront each other

China electric water heater industry succeeded against the other foreign brand, forming a strong industrial competitiveness.

From the 1990s onwards, high value-added, high premium brand, almost become China's home appliance industry foreign brands of patents. China brand "habitual use of weapons in the price" in the low-end market, for the margins of the "remnants" cold sauce with foot and slaughter, long-term foreign brand squeeze.

Long-term commitment to China's home appliance industry brand marketing strategies of the best policy? Shanghai commodities on the corporate management sector on China 58 a secondary market research results, color TV, air conditioning, washing, and other household appliances industry ice, foreign brands are occupying high-end market, average brand premium at 23%, China's domestic brand cannot maintain profit on an equal competitive situation.

The best policy? Shanghai commodities on Enterprise Management Agency CEO Mr. bofeng, domestic appliance brand was unable to maintain with foreign brands operating profit peer advantage, mainly in the following three reasons:

One is the brand art. Due to the lack of brand value "scarce" creation, in roughly approximate structure of household electrical appliances industry chain, cause the majority of Chinese household electrical appliance enterprises can take advantage of price factors "low profits" competition in the market.

Second, technical research and development and continuous inputs. Core technical deficiency has been stuck around to enhance the competitiveness of Chinese household electrical appliance industry. The best policy? Shanghai commodities on the unification as far as the data show that the average Chinese household electrical appliance enterprises, technology research and development costs into the total annual sales of just 1%, much lower than foreign counterparts. Even 1% of the technology investment, nor a continuous inputs.

The third is the product of high quality awareness is not enough. The best policy? Shanghai product brief investigation Commission according to the Chinese household electrical appliance enterprises, the average life of less than seven years, short-lived tree is very difficult to let the Chinese household electrical appliance enterprises precipitation quality of consciousness. In the household appliance industry, the United States Whirlpool Corporation, the life up to 100 years, Japan can rate business year life of more than 60 years, these enterprises precipitation a long-lived strong quality consciousness, thus also have a strong product competitiveness.

Bofeng believes that China household electrical appliance enterprises were born after the reform, if it has more than 20 years history of household electrical appliance enterprises has long-lived enterprise. These long-lived enterprise also attaches great importance to product quality, with very powerful product manufacturing and quality control. Unfortunately such enterprises in China are not too many.

Bofeng believes that Chinese household electrical appliance enterprises as long as good at management brand, innovative technology, improve product quality. We will be able to compete with foreign brands in China electric water heater industry in local brand camp on proven this point.

Brand competition encountered Subversion

Affected by the financial crisis, in recent years, many of the strength of the electric water heater business return some enterprises in the domestic market, due to the lack of domestic marketing experience and expertise on a number of factors including the closure, closure, or even by dingxin represented partial regression-strength enterprise has steadily rising, greatly strengthened the China electric water heater industry strength of the local brand camp.

The best policy? Shanghai pin slightly on the success of the new brand Ding up conducted extensive interviews with analysts believe: Zhejiang dingxin electric appliance co., Ltd. in the domestic market's rapid rise is not accidental.

A, 23 years of professional quality advantages. Dingxin brand was born in 1987, electric water heaters more than 20 years production history, and adopted the national Electrotechnical committees of safety certification, State 3 c safety certification, ISO9000 certification and the European Economic Community CE certification, 20 years, new to the tripod with excellent product quality, has won the trust of millions of consumers around the world, its permanent and constant product quality assurance, as it created the famous brand reputation.

Dingxin positioning in the Chinese family system hot water solution providers, in addition to electric storage water heater, also produces fast electric water heater, water heater, kitchen, bathroom heater, air to water heaters and other products that will create a new brand of the "Ding" channel mode the bathroom Museum.

Second, strong technology research and development. Dingxin has been committed to technical Rd, and obtained many national utility model patent, such as the ultimate proof electric wall patents, four-layer tank patent technology, successfully resolved the electric water heater tank corrosion, antifreeze, sterilization challenges.

3. at the invitation of the domestic top dingxin brain organization, Enterprise brand packaging promotion, marketing for a full range of depth strategy cooperation dingxin brand in the domestic market, laying the Foundation for successful operation.

IV. dingxin is China electric water heater industry pioneering enterprises. Dingxin in 1980s successful leads the Chinese electric water heater industry. Perhaps because of the high-end brand descent, dingxin regression to the domestic market after the brand positioning as "China electric water heater industry new leading brands", the target market of China three or four levels, and Haier, shuaikang common become China's electric water heater with three strong local brands.

So far, China electric water heater industry competition structure has undergone fundamental changes, Haier, shuaikang and dingxin represented strength-regression enterprises, successful broke the monopoly of foreign brand myth, enabling foreign brand competitions competitive situation.

Confrontation between Chinese and foreign brand success

Haier, shuaikang and dingxin electric water heater brands such as China's top three successful confrontation between foreign brands, on the one hand, the promotion of the Chinese electric water heater industry management premium, increased China electric water heater industry investment value, on the other hand also strengthened the local enterprises the confidence of the brand.

China electric water heater industry succeeded against the other foreign brand, mainly in the following areas.

One is professional quality confront each other.

Haier, shuaikang and dingxin electric water heater brands such as China's three strong has a long history of the brand. Which dingxin has 23 years of professional production quality is China electric water heater industry brand life one of the longest. 23 years of brand history are doomed to a

Dingxin permanent, unchanging professional quality, unique four-layer dingxin composite titanium liner technology, confirms the quality of the Chinese electric water heater products.

A.O. Smith, Ariston also has decades of professional history, ancient history, that is, means that professional quality. A.O. Smith, Ariston, "Titanium tank" or "Kim Kyu tank" is also very competitive.

Second, non-electric wall core technology confront each other. Haier, shuaikang and dingxin, three have "anti electric wall", electric wall heater is integrated into national safety standards, and formally implemented, also benefited from Haier, shuaikang, dingxin as representatives of non-electric wall brand camp influence.

To A.O. Smith and Ariston international brands were against anti-electric wall technology, they think: electric water heater as a class appliances, you must have reliable grounding can be installed, the "anti-wall" is set to national standards, not only completely unnecessary, but also the electric water heater business commitment should be real estate ' security responsibilities.

The two camps brands formed the core technology of appeasement.

The third is the brand culture pitted against each other.

Haier, shuaikang and dingxin electric water heaters in China such as three strong brands in the high-end brand and quality routes, have a similar brand culture. Haier brand culture as sincere service; shuaikang brand culture as the quality is supreme, dingxin brand culture is forever, integrity and innovation.

Local brand of cultural similarities and A.O. Smith, Ariston, foreign-funded enterprises advocate of high-quality brand culture.

To Haier, shuaikang and dingxin represented China electric water heater business by virtue of their own cannot copy the value of the brand "scarce" enables the competitiveness of domestic industries in camp.