太阳能市场节能减排仍是主旋律
2023-09-12
在中国上千家太阳能热水器消费企业中，绝大多数不断以来都是以广阔的乡村作为本人的“主战场”。这在一定水平上的确开发启动了我国能源范畴的一个新市场。估计到2020年，乡村市场对太阳能热水器的消费量将到达1.7亿~1.8亿平方米，占消费总量的60％左右。在面对如此诱人的大蛋糕面前，很多太阳能厂商已是垂涎欲滴、摩拳擦掌。加之，近几年农民收入和消费程度不时进步，太阳能将有较大的需求空间，消费增长速度将快于城市。在乡村购置热水器（燃气、电、太阳能热水器）的比例中，太阳能热水器以其节能、环保、容水量大、运转费用低、具备装置条件的优点，曾经成为乡村热水器市场的首选，乡村市场2013年依然是太阳能主战场。
Among thousands of solar water heater consuming enterprises in China, the vast majority of them have been taking the vast countryside as their "main battlefield". To a certain extent, this has indeed opened up a new market in China's energy sector. It is estimated that the consumption of solar water heaters in the rural market will reach 170 million to 180 million square meters by 2020, accounting for about 60% of the total consumption. In the face of such an attractive cake, many solar energy manufacturers are salivating and rubbing their hands. In addition, in recent years, farmers'income and consumption have been improving, solar energy will have a larger demand space, and consumption growth rate will be faster than that of cities. In the proportion of purchasing water heaters (gas, electricity and solar water heaters) in rural areas, solar water heaters, with its advantages of energy saving, environmental protection, large capacity of water, low operating costs and equipped conditions, have become the first choice in the rural water heater market. The rural market in 2013 is still the main battlefield of solar energy.
但另一方面，太阳能行业的形势则使许多厂商也苏醒的看到，目前乡村市场也是太阳能竞争剧烈的中央，品牌产品、杂牌产品都混杂在一同的一个市场。由于整个消费群体的品牌认识，分辨品牌的才能有限，给许多企业很大的市场空间。并且整个行业的技术门槛低，缺乏严厉的市场准入制度，以及标准的市场监视体制，太阳能行业同质化现象非常严重。而众多的太阳能厂商特别是太阳能热水器厂商要想避开在乡村市场同质化竞争，除必需选择有差别化卖点的产品外，“征战乡村市场”要想使胜算进步，还必需具备差别化的竞争战略。
But on the other hand, the situation of the solar industry makes many manufacturers wake up to see that the rural market is also the most fierce competition for solar energy, brand products, miscellaneous products are mixed in a market. Because of the brand awareness of the whole consumer group, the ability to distinguish brands is limited, which gives many enterprises a lot of market space. And the technical threshold of the whole industry is low, the lack of strict market access system and standard market monitoring system, the homogeneity of the solar industry is very serious. In order to avoid homogeneous competition in rural market, many solar energy manufacturers, especially solar water heater manufacturers, have to choose products with differentiated selling points. In order to make success in rural market, they also need to have differentiated competitive strategies.
整体来看，乡村居民的收入程度还很低。产品价钱是广阔农民用户选购太阳能敏感、直接的要素。所以要选择中低档价位的产品打乡村，但我所说的中低档价位产品并不是让你去经销劣质产品，而是要以契合太阳能国度、行业规范为前提。因而，应制定能为目的消费者承受的价钱，以物美价廉取胜。乡村消费以传统节省型为主，价钱常常成为购置商品时的首要思索要素。所以投放乡村市场的产品，既要合适乡村的运用特性，又要在价钱上力图实惠。
Overall, the income level of rural residents is still very low. Product price is the most sensitive and direct factor for farmers to choose solar energy. So we should choose the low and medium price products to fight in the countryside, but what I said is that the low and medium price products do not let you distribute inferior products, but should be in line with the solar energy country, industry norms as the premise. Therefore, the price that can be afforded by the target consumers should be formulated to win with good quality and low price. Rural consumption is mainly based on traditional economy, and price often becomes the primary consideration factor when purchasing goods. Therefore, the products put into the rural market should not only suit the characteristics of rural use, but also try to be affordable in price.
这时，打入乡村市场的好产品就是二三线的品牌，而不给大品牌留下商机，许多企业在进攻乡村市场时，以牺牲产质量量来换取低价，这种做法是十分愚笨的。农民的心是仁慈的，仁慈的心得到伤害，就直接变化为仇恨。终这些“搬石砸脚”的企业将被市场淘汰。作为太阳能行业中的领军人，清大华阳从一开端就站在一个更高的视野上来瞻望市场将来的开展意向，并不和那些中小型热水器消费厂家焦灼在“价钱战”上，而是以品牌作为拉动销售的有力工具，经过不时进步本身产品质量，并在每年出巨资组织“百万用户大回访”活动，使企业及品牌形象深化广阔乡村市场，在广阔农民意目中树立了良好的品牌形象，进而从基本上拉动了销售，并在一定水平上促进了市场的开展。
At this time, the best product to enter the rural market is the second or third-tier brand, without leaving business opportunities for large brands. Many enterprises in the attack of the rural market, at the expense of production and quality in exchange for low prices, this practice is very foolish. The peasant's heart is benevolent, and when it is hurt, it changes directly into hatred. Eventually, these enterprises will be eliminated by the market. As a leader in the solar energy industry, Qingda Huayang has been standing on a higher horizon from the beginning to look forward to the future development of the market. It is not anxious about the "price war" with those small and medium-sized water heater manufacturers. Instead, it takes brand as a powerful tool to promote sales, improves its product quality from time to time, and organizes "millions of users return" with huge investment every year. Visiting activities have deepened the image of enterprises and brands in the vast rural market, established a good brand image in the broad peasant's mind, and then basically stimulated sales, and promoted the development of the market to a certain extent.
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