Article Source: Wall Hanging Furnace Monthly (bglyk2013)
Original title: Speech Transcript| Wang Qi: After the "coal reform", wall hanging furnace enterprises should pay attention to these two major tests
On December 17, at the scene of the 12th China Wall Hanging Furnace Industry Summit Forum held at the same time of the 2020 China Heating Conference, Wang Qi, director of the China Gas Heating Professional Committee, delivered a speech on the topic of "Thinking on the Development of the Wall Hanging Furnace Industry in the Next Few Years", elaborating on the two major problems that need to be paid attention to in the future development of the industry, and giving a path, the following is the content summary -
In the past three decades, the overall development of the gas wall hanging furnace industry has been steady and orderly. However, in recent years, the vigorous promotion of the "coal to gas" policy has broken this balance, and the impact on the industry is unprecedented and mixed.
On the one hand, the sales volume of wall hanging furnaces has increased sharply, from 1.61 million units sold in 2015 to a peak of 5.5 million units in 2017, and although it has declined, it is still running at a higher level, with cumulative sales of more than 10 million units so far, close to the sum of traditional sales in the past three decades.
On the other hand, the appearance of the increase or decrease in the amount of "coal to gas" covers: the decline in product quality, the lack of motivation to develop high-performance and high-quality products, and the fierce market competition and the gradual decline in prices.
In the face of rapid changes in the market pattern and enterprise pattern, wall hanging furnace enterprises should pay attention to these two major tests:
<h1 class="pgc-h-arrow-right" > test 1: How to maintain the sustainability of existing "coal-to-gas" users? </h1>
◆ Policy level: Continue to follow the national policy, do a good job in follow-up product installation, and pay great attention to macro-control changes.
◆ User level: First, do a good job in the maintenance of existing users' products; second, eliminate safety hazards in a timely manner, such as gradually correcting the previously installed non-standard products; third, through publicity and guidance, make users standardize the use of products, and then maintain the reputation of the wall hanging furnace industry.
◆ Market level: Pay attention to the "coal to gas" replacement market. At present, the number of "coal to gas" users exceeds 10 million, and if 60% of the high-quality users can be retained for a long time, it will contribute greatly to the subsequent market scale of wall hanging furnaces.
Finally, wall-hung furnace enterprises born for the "coal to gas" project need to recognize their own advantages, and if they cannot achieve transformation and upgrading, they must be prepared to leave.
<h1 class="pgc-h-arrow-right" > test 2: How to layout after the market focus shifts? </h1>
Macro view --
(1) Domestic enterprises involved in the "coal to gas" project: the market focus needs to gradually shift southward, re-establish channels and position products, do not flow "coal to gas" exclusive products to the retail market, and do not transplant the layout model of the "coal to gas" market to other markets.
(2) Enterprises that have not participated in the "coal to gas" project: they need to maintain and refine the existing channels and models to cope with the impact of the "southbound".
Specifically -
The top priority for enterprises is to increase publicity and expand the scale of the retail market. At the same time, we should also fully promote and give play to the role of local governments, media and dealers, and do a good job in publicity in an all-round way.
It should be noted that while enterprises "go south", they must also maintain the economic order of the southern market. Whether it is a production enterprise or a downstream dealer, it is best to combine strong and strong forces to exert its advantages, increase market share, and "expel bad money with good currency" to form a benign market order.
Finally, with foresight, companies need to think about whether the traditional cooperation model needs to be transformed on the one hand, and on the other hand, they need to be prepared to deal with the possible impact of Internet antitrust.
< h1 class="pgc-h-arrow-right" > postscript</h1>
At this stage, whether it is the national/government level or the industry association level, they are vigorously promoting and standardizing the development of the heating industry, and the industry can hold their heads high and stride forward with the development of the industry.
(1) As of October 1, 2020, the compulsory product certification of the traditional production license free transfer to CCC has ended, and enterprises that have not yet completed the conversion work need to apply for conversion as soon as possible.
(2) CCC certification focuses on the consistency and safety of products, can not fully reflect the overall performance quality, based on this, China Gas Heating Professional Committee launched the "household gas appliances star product certification rules", through star certification to ensure the quality and price of products, to help enterprises "post-coal to gas era" channel construction work, hope that enterprises actively participate in and prepare.
(3) The mandatory national standard "Gas Heating Water Heater" GB 25034-2020 was released on 2020-10-11 and implemented on 2021-11-01. The overall requirements of the new standard are relatively high, and enterprises in the industry should seize the opportunity to implement the requirements of the new standard as soon as possible during the transition period of this year. In addition, dealers should also pay more attention to cooperate with the relevant requirements of local governments to promote the further implementation of new standards.