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热水器市场这半年:换新和升级成为主旋律

  有54人浏览   日期:2019-07-23

文章摘要: 受到房地产调控政策的影响,热水器此前一直保持增长态势的热水器市场在2018年首次出现了销量下滑的局面。......

受到房地产调控政策的影响,此前一直保持增长态势的热水器市场在2018年首次出现了销量下滑的局面。

Influenced by the real estate regulation policy, the water heater market, which had been growing before, experienced the first decline in sales in 2018.

具体到不同的产品来看,燃气热水器由于市场主要集中在一二级城市,与房地产市场的走势联系更加紧密,因此在销量上受冲击较大;而电热水器市场的发展境遇则相对宽松,三四五级市场的房地产调控会有所滞后,并且广袤的中国市场使得电热水器依然有着可观的增量市场,不过从当下来看,电热水器市场本身也需要去解决产品创新、产能过剩、价格战横行等问题,从而实现更加良性的发展。

Specifically for different products, the gas water heater market is mainly concentrated in the primary and secondary cities, which is more closely related to the trend of the real estate market, so it has a greater impact on sales; while the development situation of the electric water heater market is relatively relaxed, the real estate regulation in the tertiary, fourth and fifth market will lag behind, and the vast. China's market makes the electric water heater still have a considerable incremental market, but at present, the electric water heater market itself also needs to solve the problems of product innovation, overcapacity, price war and so on, so as to achieve a more benign development.

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今年以来,房地产市场并没有松动的迹象,这就意味着在增量市场需求进一步减弱的情况下,热水器企业需要及时调整产品和营销策略,一方面是围绕着消费升级,追求在存量市场的换新需求,另一方面则聚焦于用户的消费习惯,不断进行产品的升级,以满足用户对于热水生活的各种需求。

Since this year, the real estate market has not shown signs of loosening, which means that in the case of further weakening of the incremental market demand, water heater enterprises need to adjust their products and marketing strategies in a timely manner. On the one hand, they are focusing on consumer upgrading, pursuing new demand in the stock market, on the other hand, focusing on consumer habits. Customarily, products are constantly upgraded to meet the various needs of users for hot water life.

具体到不同的品牌表现来看,华帝成为了近两年中在燃气热水器中表现最亮眼的品牌之一。从2018年起,华帝就将热水器定位为支撑华帝未来发展的战略性产品之一,热水器、壁挂炉、净水等业务从厨电单元内分离出来,组成了专门的热水热能事业部。2018年,华帝燃气热水器实现销售额10.96亿元,同比增长25.58%。据了解,今年以来,华帝还将持续推进区域、经销商、价格等体系变革,以期与其未来对热水器行业的战略定位相匹配。根据中怡康的数据统计显示,今年1-5月,华帝热水器的平均单价同比增长6.86%,价格涨幅位列第一。与此同时,老板电器也在今年正式上马了燃气热水器产品。至此,厨电行业三大高端品牌方太、老板和华帝均涉足了燃热品类。

Specifically, in terms of brand performance, Huadi has become one of the most outstanding brands in gas water heaters in the past two years. Since 2018, Huadi has positioned the water heater as one of the strategic products to support the future development of Huadi. The business of water heater, wall-mounted stove and water purification has been separated from the kitchen and electric unit and formed a special hot water thermal energy business department. In 2018, Huadi gas water heater sales reached 1.096 billion yuan, an increase of 25.58%. It is understood that since this year, Huadi will continue to promote regional, distributor, price and other system changes, in order to match its future strategic positioning of the water heater industry. According to the statistics of Zhongyikang, the average unit price of Huadi water heater increased by 6.86% from January to May this year, ranking first in price increase. Meanwhile, the owner of electrical appliances has officially launched gas water heater products this year. So far, Fangtai, the owner and Huadi, the three high-end brands in the kitchen and electrical industry, have entered into the category of heating products.

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应该说,伴随着天然气管道铺设的日益完善,未来燃气热水器市场发展前景依然被广泛看好,各个参与市场的品牌需要利用好新规划天然气管道城市的机会去进一步抢夺市场。另一方面,即便是在步入存量市场的一二级市场,消费升级会带来大量的换新机会,这同样是相关企业需要充分重视和布局的机会所在。

It should be said that with the improvement of natural gas pipeline laying, the future development prospects of the gas water heater market are still widely promising. Brands participating in the market need to make good use of the opportunities of new planning of natural gas pipeline cities to further seize the market. On the other hand, even in the primary and secondary markets of stock market, consumption upgrading will bring a lot of new opportunities, which is also the opportunity for relevant enterprises to pay full attention to and layout.

相较于燃气热水器,电热水器的发展环境要相对宽松,来自于京东的销售数据显示,2018年,京东热水器品类中,电热水器销量同比增长40.7%,一方面的动力就是来自于渠道的进一步下沉,另一方面,则是以90、95后为代表的年轻一代日渐成为消费群体,他们的消费更加多元化,也更习惯于在线上购物。

Compared with gas water heaters, the development environment of electric water heaters should be relatively relaxed. Sales data from Jingdong show that in 2018, sales of electric water heaters in Jingdong water heater category increased by 40.7% year-on-year. On the one hand, the power comes from the further sinking of channels, on the other hand, the younger generation represented by the post-90s and post-95s generation. Generation is becoming a consumer group. Their consumption is more diversified and they are more accustomed to online shopping.

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今年一季度,来自于奥维云网(AVC)的数据统计显示,电热水器销售额同比下滑10.3%,不过在《艾肯家电》实地走访多家企业的情况来看,销售渠道的进一步下沉使得低端机和平价机走量较多,但是电热水器的整体发展局面要略好于去年。

In the first quarter of this year, statistics from AVC showed that sales of electric water heaters fell by 10.3% year on year. However, according to a number of enterprises visited by Icon Appliances on the spot, the further sinking of sales channels led to more low-end and parity machines, but the overall development situation of electric water heaters was slightly better. Last year.

与一二线市场以换新为主的基本面不同,三至六级市场中既有换新需求,也存在着新增需求。近两年来,随着县镇农村的消费意愿和消费潜力得到充分释放,也助推了电热水器市场的进一步放量。不过要想长期获得用户的忠诚,电热水器还需要围绕着产品本身来进行创新和升级,将产品体验做扎实,真正解决用户的真实痛点。

Unlike the basic principle of the second-tier market, there are not only new demand but also new demand in the third-tier and sixth-tier markets. Over the past two years, with the full release of Rural Consumption Willingness and potential, it has also boosted the further expansion of the electric water heater market. However, in order to obtain the loyalty of users for a long time, the electric water heater also needs to innovate and upgrade around the product itself, make the product experience solid, and truly solve the real pain points of users.

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近两年来,受益于渠道的进一步下沉及在电商平台上优异的表现,整个热水器市场中“燃进电退”的现象并没有明显的体现。不过从长远发展来看,伴随着天然气管道铺设日益完善这一大的利好因素,燃气热水器必然会去挤压电热水器的生存空间。而电热水器行业本身发展中所存在的产能过剩、价格战横行等一系列问题也会阻碍电热水器行业发展。因此电热水器行业要想健康良性的发展,最根本还是需要在产品创新和升级上多下功夫,真正满足用户日益挑剔的热水需求。

In the past two years, due to the further sinking of channels and excellent performance on the commercial platform, the phenomenon of "burning in and retreating" in the water heater market has not been evident. However, in the long run, with the improvement of natural gas pipeline laying, the gas water heater will inevitably squeeze the living space of the electric water heater. However, a series of problems in the development of the electric water heater industry itself, such as overcapacity and price war, will also hinder the development of the electric water heater industry. Therefore, if the electric water heater industry wants to develop healthily and benignly, it is essential to make more efforts in product innovation and upgrading to truly meet the increasingly critical hot water demand of users.

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