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1、1Air to water heater brand marketing strategy AnalysisAir to water heaters, 2002 National sales of 10 million, in 2008 exceeded 1.8 billion yuan, in 2009 exceeded 30 billion yuan, in 2010 the total national sales is exceeded 40 billion yuan, now has reached 5 billion, according to some experts and a
2、dvisory bodies predicted that the next five years, air to water heater market will exceed 10 billion mark. The entire water heater market has formed a gas water heaters, electric water heaters, solar water heaters, air heaters, four-legged race for trend. Available on the market more than 500 compan
3、ies compete for air to water heater. This 500 angle enterprises can be divided into four types: one is Midea, Gree, Haier, Chi Higher air conditioning predators, using its original brand, manufacturing and market advantages into the air to the industry; One is AO Smith, Ariston, Autran giants such a
4、s the original water heater; Another type is Niuen Tai, with the benefit, TSC, Jinjiang, long-Ling, Austria to Kay, as the representative of the professional enterprise; there are a small kitchen 2appliances business. As a professional brand of one, both to participate in competitive categories by a
5、ttacking heaters air heaters can expand common market, but also to deal with, such as Midea, Gree, Haier, AO Smith, Ariston and other air conditioning, water heaters giant , and the same is a professional competition between brands (ie different brands within the category of competition). Now for ai
6、r to water heater market is growing, not with the leading brand appears, any business has the opportunity to enter. But with the market competition, the market will eventually air to water heaters such as color televisions, air conditioners, refrigerators, washing machines and other large appliances
7、 market, the brand concentration is increasing, it is the law that is currently in the market competing for more than 500 enterprises, and later entrants, most of which will be eliminated. Faced with such a competitive market environment, in this air heaters can feast race, size, strength are small
8、professional enterprise, how to eliminate others, instead of being eliminated, and the counter-attack succeeded, stronger and bigger, achievement some dominance? Bing wins first victory 3before seeking battle In the Art of War, the grandson raises an important operational principles: Bing wins first
9、 victory before seeking battle, while defeated warriors go to war first and then seek to win. This means that good to win the war troops to defeat the enemy first with the strategies and methods go after the war, while defeated troops, then think of ways is to go to war to defeat the enemy. Professi
10、onal brand although the majority in number, but the single brand size and strength of their business simply can not with Midea, Gree air-conditioning and other predators, AO Smith, Ariston, Autran, water heaters and other traditional giants ratio. In addition to a handful of professional brand sales
11、 of over one hundred million yuan, the annual sales of 30 million -8000 thousands of brands accounted for the vast majority. Indeed Midea, Gree and other brands of air to water heater market share ahead of professional brand. In this asymmetric competition, professional brand is more demand wins fir
12、st victory before seeking battle soldiers, the right thing to do first and then do things right, rather than defeated warriors go to war first and then seek to win. Because you can not afford 4to lose. Marketing strategy is soldier wins first victory strategy and methods is the direction is the righ
13、t thing. Traditional marketing strategy is market segmentation - target market selection - positioning, that STP. To meet consumer demand, ignoring competition, from the inside out STP marketing strategy approach is not suitable for an increasingly competitive market environment. In the fierce marke
14、t competition environment, in order to compete oriented, from outside to inside of the marketing strategy, namely positioning - target market selection - focus, more suitable for enterprise product brand marketing is more practical significance. Locate Through the air to the water heater on the mark
15、et mainstream brand slogan, try to speculate the inherent brand positioning: AO Smith: saving 50% of the electric water heater - saving Ariston: Global air heater leading brands - the worlds first category United States: the kilowatt home hot springs - saving Gree: grasp the core technology to lead
16、China to create - technology leader Pescod: make the city more carbon - carbon With the benefit of: air creator - a category pioneer Long Ling: air to water heater 5industry leading brands - category first Niuen Tai: air to water heater industry benchmark for enterprise - Industry Benchmarking Enterprise TSC: Quality of water of life opener - clean (or health) hot water Austria to Kai: only water cycle - water cycle
