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熱水器市場這半年:換新和升級成為主旋律

  有54人瀏覽   日期:2019-07-23

文章摘要: 受到房地產調控政策的影響,熱水器此前一直保持增長態勢的熱水器市場在2018年首次出現了銷量下滑的局面。......

受到房地產調控政策的影響,此前一直保持增長態勢的熱水器市場在2018年首次出現了銷量下滑的局面。

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

具體到不同的產品來看,燃氣熱水器由于市場主要集中在一二級城市,與房地產市場的走勢聯系更加緊密,因此在銷量上受沖擊較大;而電熱水器市場的發展境遇則相對寬松,三四五級市場的房地產調控會有所滯后,并且廣袤的中國市場使得電熱水器依然有著可觀的增量市場,不過從當下來看,電熱水器市場本身也需要去解決產品創新、產能過剩、價格戰橫行等問題,從而實現更加良性的發展。

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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今年以來,房地產市場并沒有松動的跡象,這就意味著在增量市場需求進一步減弱的情況下,熱水器企業需要及時調整產品和營銷策略,一方面是圍繞著消費升級,追求在存量市場的換新需求,另一方面則聚焦于用戶的消費習慣,不斷進行產品的升級,以滿足用戶對于熱水生活的各種需求。

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.

具體到不同的品牌表現來看,華帝成為了近兩年中在燃氣熱水器中表現最亮眼的品牌之一。從2018年起,華帝就將熱水器定位為支撐華帝未來發展的戰略性產品之一,熱水器、壁掛爐、凈水等業務從廚電單元內分離出來,組成了專門的熱水熱能事業部。2018年,華帝燃氣熱水器實現銷售額10.96億元,同比增長25.58%。據了解,今年以來,華帝還將持續推進區域、經銷商、價格等體系變革,以期與其未來對熱水器行業的戰略定位相匹配。根據中怡康的數據統計顯示,今年1-5月,華帝熱水器的平均單價同比增長6.86%,價格漲幅位列第一。與此同時,老板電器也在今年正式上馬了燃氣熱水器產品。至此,廚電行業三大高端品牌方太、老板和華帝均涉足了燃熱品類。

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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應該說,伴隨著天然氣管道鋪設的日益完善,未來燃氣熱水器市場發展前景依然被廣泛看好,各個參與市場的品牌需要利用好新規劃天然氣管道城市的機會去進一步搶奪市場。另一方面,即便是在步入存量市場的一二級市場,消費升級會帶來大量的換新機會,這同樣是相關企業需要充分重視和布局的機會所在。

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.

相較于燃氣熱水器,電熱水器的發展環境要相對寬松,來自于京東的銷售數據顯示,2018年,京東熱水器品類中,電熱水器銷量同比增長40.7%,一方面的動力就是來自于渠道的進一步下沉,另一方面,則是以90、95后為代表的年輕一代日漸成為消費群體,他們的消費更加多元化,也更習慣于在線上購物。

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,來自于奧維云網(AVC)的數據統計顯示,電熱水器銷售額同比下滑10.3%,不過在《艾肯家電》實地走訪多家企業的情況來看,銷售渠道的進一步下沉使得低端機和平價機走量較多,但是電熱水器的整體發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.

與一二線市場以換新為主的基本面不同,三至六級市場中既有換新需求,也存在著新增需求。近兩年來,隨著縣鎮農村的消費意愿和消費潛力得到充分釋放,也助推了電熱水器市場的進一步放量。不過要想長期獲得用戶的忠誠,電熱水器還需要圍繞著產品本身來進行創新和升級,將產品體驗做扎實,真正解決用戶的真實痛點。

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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近兩年來,受益于渠道的進一步下沉及在電商平臺上優異的表現,整個熱水器市場中“燃進電退”的現象并沒有明顯的體現。不過從長遠發展來看,伴隨著天然氣管道鋪設日益完善這一大的利好因素,燃氣熱水器必然會去擠壓電熱水器的生存空間。而電熱水器行業本身發展中所存在的產能過剩、價格戰橫行等一系列問題也會阻礙電熱水器行業發展。因此電熱水器行業要想健康良性的發展,最根本還是需要在產品創新和升級上多下功夫,真正滿足用戶日益挑剔的熱水需求。

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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