Water heater industry wants to be good and strong and must eliminate the three hidden worries
Release time:
2018-03-19
After more than 10 years of development, China's solar water heater industry has become increasingly mature. According to the data, the sales volume of solar water heater has reached 12 million square meters in 2007, the industry output value of more than 13 billion yuan, and at an annual rate of 20% to 30% rapid development. But the inefficiency of sales channels, market cultivation crisis, the extreme lack of professional talent, but the overall situation of China's solar industry is not optimistic, China's solar water heater industry to do a good job and stronger and bigger, we must strive to eliminate the above three major hidden worries.
Marketing channels are inefficient.
At present, solar water heaters in the domestic sales channels are mainly the following: dealer agents, manufacturers direct sales, stationed in building materials stores and home appliance stores, construction projects and so on. The above-mentioned channel model has made a great contribution to the rapid development of the solar water heater industry while helping solar water heater enterprises achieve their sales targets. However, from the perspective of the rapid development of the entire solar water heater industry, the efficiency and functionality of the above-mentioned channel models leave much to be desired.
First of all, the sales channel of dealer agency is not highly efficient and easily disconnected due to human reasons. Many manufacturers for the development of the dealer agency sales channel, in addition to holding various forms of Chamber of Commerce, mainly adopted the "street sweeping" approach, that is, the dispatch of salesmen to its jurisdiction through the target store to visit to establish the agency sales channel. Through this way to find the agents and dealers, a significant part of the local sales of plumbing equipment, hardware and building materials or kitchen and sanitary ware development of individual households. As these agents and dealers in the process of selling manufacturers' products often lack a systematic management concept, coupled with their one-sided pursuit of short-term profits, their sales behavior in many cases led to the inefficiency of the solar water heater manufacturer sales channels. This situation is particularly prominent in the secondary and tertiary markets. In addition, because of the strong randomness of this "street sweeping" type of investment promotion, the psychology of salesmen eager to complete the market development tasks easily allows some agents and dealers with strong speculation to enter the channel.
These agents and dealers in lower profits or poor business, they will find ways to withdraw, so that the manufacturer's sales channels are blocked, and even make the manufacturer in some markets sales channel fracture phenomenon. The inefficiency of this channel model, and solar water heater business after-sales service is also related: at present, in the solar energy business, "actively establish channels, negative maintenance channels" phenomenon is common. Many dealers in the payment, delivery, after the construction of stores due to the lack of follow-up support from manufacturers,? In addition to the promotion methods and terminal planning is not very reasonable, the product in the channel is backlogged phenomenon occurs repeatedly, so that the sales channel is blocked!
Marketing channels are inefficient.
At present, solar water heaters in the domestic sales channels are mainly the following: dealer agents, manufacturers direct sales, stationed in building materials stores and home appliance stores, construction projects and so on. The above-mentioned channel model has made a great contribution to the rapid development of the solar water heater industry while helping solar water heater enterprises achieve their sales targets. However, from the perspective of the rapid development of the entire solar water heater industry, the efficiency and functionality of the above-mentioned channel models leave much to be desired.
First of all, the sales channel of dealer agency is not highly efficient and easily disconnected due to human reasons. Many manufacturers for the development of the dealer agency sales channel, in addition to holding various forms of Chamber of Commerce, mainly adopted the "street sweeping" approach, that is, the dispatch of salesmen to its jurisdiction through the target store to visit to establish the agency sales channel. Through this way to find the agents and dealers, a significant part of the local sales of plumbing equipment, hardware and building materials or kitchen and sanitary ware development of individual households. As these agents and dealers in the process of selling manufacturers' products often lack a systematic management concept, coupled with their one-sided pursuit of short-term profits, their sales behavior in many cases led to the inefficiency of the solar water heater manufacturer sales channels. This situation is particularly prominent in the secondary and tertiary markets. In addition, because of the strong randomness of this "street sweeping" type of investment promotion, the psychology of salesmen eager to complete the market development tasks easily allows some agents and dealers with strong speculation to enter the channel.
These agents and dealers in lower profits or poor business, they will find ways to withdraw, so that the manufacturer's sales channels are blocked, and even make the manufacturer in some markets sales channel fracture phenomenon. The inefficiency of this channel model, and solar water heater business after-sales service is also related: at present, in the solar energy business, "actively establish channels, negative maintenance channels" phenomenon is common. Many dealers in the payment, delivery, after the construction of stores due to the lack of follow-up support from manufacturers,? In addition to the promotion methods and terminal planning is not very reasonable, the product in the channel is backlogged phenomenon occurs repeatedly, so that the sales channel is blocked!
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