Industry consolidation, the standard electric water heater market lag torture 05
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Brand concentration increased
Relatively large home appliance products, storage-type electric water heater (hereinafter referred to as electric water heaters), market the brand concentration is still low, but this situation changed markedly in 2005.
Has been in the electric water heater market, Haier, Ariston, beauty, AO Smith, Siemens, 10000, and, MACRO, Shuaikang other cities in the 12 dominated the market, but in 34 grade market, many small unknown brand electric water heater is still quite active.
"Brand China's current water heater is estimated that as many as 400." AO Smith's media department, said Fang. It is understood that, due to the very different market to the 12 cities based on the product market, brand awareness, product quality, is more concerned about, and in the township and other 34 markets, is more concerned about the price of the product , leading to low prices, poor quality brand electric water heater small to survive.
The same time, Fang also said: "electric water heater in the market is changing, and market concentration is increasing." In interviews, many industry insiders, after years of competition, electric water heater industry will eventually From the multi-brand integration of local separatist to industry, forming several brands account for most of the market situation, and this integration is quietly carrying on.
Large appliances brands and foreign investment in recent years, the brand new ideas into the electric water heater industry, the market is increasingly competitive. Since 2004, a large number of small electric water heaters have been closed down or converted to other production companies, especially in a professional home appliance market and major stores, brand concentration increasing.
The PRC, according to test data, the top ten brand electric water heater market, market share of retail sales in September 2004 to 80.7% in the September 2005 of 87.1%. Long-term market leader Haier electric water heater as an example, three years ago, Haier to occupy 9% of national market share of the dominating performance of the industry's first, while Haier is now based on more than 20% of the national market share of each brand ranked first , the past few years among the top few of the brand market share in varying degrees of upgrade, see electric water heater industry, after years of consolidation, concentration has increased a lot.
Home appliance chain stores
With the development of more and more small brands have a more difficult time. According to the U.S. water heater company, said Chen Hui, though some unknown brand water heater market by 34 department stores and other channels to sell, but as Gome, Suning Appliance Chain stores such as market expansion to 23, there is no electric power water heater home appliance store chain brand face the "high threshold" is bound to lack of access, and large appliance chain store brands through and good cooperation, but also extending their reach to the 34 market, small brands out of the market is only question of time.
In addition to increased brand concentration
outside, electric water heater industry to change the brand ranking. It is understood that in the yields on which Ariston is also the second position, in 2005 domestic production and sales of electric water heaters is expected to reach 1.2 million units.
Face multiple challenges?
In the water heater market, consumers often face when purchasing gas water heaters and electric water heater choice between, in this market, "electricity", "gas", the struggle has not stopped too. Electric water heater with no emissions, no need to install the exhaust pipes and other advantages of electric water heaters consumer choice factors.
According to company official said the current gas water heaters and electric water heaters competition is fierce, but both the market situation is relatively stable. However, with the "natural gas" construction of the project, to encourage residents to use natural gas in China, "with a gas water heater is more cost-effective" gas water heater to the upper hand. In addition, the recent power shortages in southern China have caused consumers to use electric water heater can normally worry about.
Addition to other gas water heater, solar water heater in recent years and that the rapid growth of instantaneous water heaters also occupies a part of the water heater market share.
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