Compared with 2020, the epidemic greatly alleviated, full economic recovery in 2021 gives people too much good expectations, in which the new changes to the transformation and upgrading of the HVAC industry to bring a more specific direction, but also accelerates the survival of the industry's winners and losers ~
So, in the face of a new 2021 competition in the industry, what kind of brands, dealers to be invincible? Finney Long Zhihua, Xidray Xie Xintian, PG China Wang Xumao, Jimei Ji Weidong, Sperry Wu Zhiyuan, Ouyi home Liu Yang, 6 industry "opinion leaders" on behalf of their respective fields, you give a different way of thinking.
Do a good job with the product, reshaping the value of the industry
※ Fenix China Marketing Center General Manager | Long Zhihua
2020, is not an ordinary year, the epidemic this black swan led to the global economic fluctuations, the same HVAC industry is also in the "ice and fire". "Ice and fire" state, mainly in the domestic market in the state of decline. Although the magnitude is not large, but the industry's small and medium-sized enterprises, is a fatal blow, thus further aggravating the process of oligopolization of the industry's key enterprises. Overseas, epidemic makes most of the factories in Europe and the United States can not start, but let the "Made in China" exports have been unexpected growth opportunities. In particular, the HVAC industry has increased by more than double digits, which also confirms that China's HVAC manufacturing industry has an indispensable and important position in the world.
This year, Finney also achieved better results, both domestic and foreign sales, have a substantial increase.
Therefore, in the coming year, Finnie will uphold the concept of good products, good service, and the majority of businesses **** with the quality of the industry to enhance the construction of the HVAC industry, the new value of the era.
Strengthening yourself with "change"
※ Sidney China President | Xie Xintian
The 2020 pandemic has been a great success for the global economy, and even the social environment. But the Sidra team withstood the high pressure and delivered a satisfactory answer. And 2021 will be a brand new year of transition and start-up for us.
In 2020, Sidra pioneered many "industry firsts" in the face of isolation and other emergencies. For example: the establishment of channel management, retail marketing, after-sales service of the trinity of online marketing platform, to help dealers and partners to enhance the strength of the digital business; the HVAC industry's "Whampoa Military Academy" - Xidori Heating Academy moved to the line, to create e-learning platform, the content of the e-learning platform, the content of the e-learning platform, the content of the e-learning platform, the e-learning platform.
This year, Xideidei will continue to provide its customers with the most up-to-date information about the company's products and services, as well as the most up-to-date information about the company's products and services. This year, Sidra Group will officially launch its 2025 strategy, with a multi-dimensional effort to build a brand matrix, ecological supply chain, and professional talent echelon, to continue to consolidate and expand the strengths and positions of Sidra and its four brands in the Chinese market.
"Coal to gas" dividend closing, is bound to intensify the competition in the retail market. This has been seen in the market feedback at the beginning of the year. However, centering on user needs and continuously improving service quality and product quality is the only strategy to face any cyclical or medium- to long-term changes. To cope with this year's spring season, we will insist on playing the "product + service" combination punch, and use the rich platform resources of Xidray, and dealers together to cultivate internal strength, to achieve from 1.0 to 2.0 comprehensive upgrade.
China's warm pass industry has stepped into the maturity period, from the "barbaric expansion" to the "stock competition". Under the big waves of sand, we HVAC people should work together to products and quality as the basis for service as the core, so that the HVAC products into the home of more users, so that more people experience the comfort of the "cow" to the home.
2021, the force in the "breakthrough"
※ PG Group Vice President of China | Wang Xumao
2021 for the PG China (i.e., we are familiar with Rittal China) is a brand new beginning. ), is a brand new start. In 2020, PG Group has re-planned and re-implemented its global layout, continuing its progress towards globalization! In the realigned organizational structure, China is given extra emphasis as a high growth market. In the future, PG Group will globally unify its product strategy and market strategy to achieve China's synchronization with Europe in all aspects; meanwhile, in the CEO's strategic plan, the long-term growth of the Chinese market has become an important task.
For the China team, we have no choice but to grow at a high rate in 2021. We must be the industry leader in radiators, and in indoor comfort climate! Happily, after a full year of operation in 2020, PG Group's Yangzhou plant is already at the highest level in the world, with a highly automated product line and a quality of products that far exceeds similar imports at home and in Turkey. Last year, PG Group set a clear vision - a leader in sustainable indoor comfort climate. PG Group will implement this vision at all levels, both in the retail market and in the engineering market, and will work intensively. 2021 PG Group will strengthen the strategic relationship with its partners, ***growing together, ***developing together!
Nowadays, heating is moving towards ordinary families, and it is necessary to do a good job of product differentiation to cope with different levels of consumer demand. At present, PG Group already has a product line covering the entire high-end market, and a variety of solutions, breaking the boundaries of the past "radiator" and "floor heating", but also breaking the "wall-hung boilers" and "heaters".
But, HVAC people should also avoid the mountain looks high, not always chasing the "trend", chasing the "hot spot", do not believe that there is a so-called "crash course" , every day, every day, every day, every day, every day, every day, every day, every day, every day, every day, every day, every day, every day, every day. "
This is the first time I've ever seen a company like this one, and I'm not sure if it's a good one!
Embrace 2021 with a second chance mentality
※ China Comfort Home 100 Club Vice Chairman
Shanghai Jimei Building Equipment Co. In 2021, whether it is the strategic positioning of the national level or the people's aspirations for a better life, we will usher in a new round of development opportunities in the HVAC home comfort industry! It is necessary for us to go back to the original point or even with the mentality of the second business, full of confidence to embrace a new round of development opportunities.
Therefore, Jimei's 2021 will be mainly deployed as follows:
1) According to the needs of users at different levels to add diversified products, especially the development and utilization of high-end products, to enhance the positioning of healthy and comfortable home.
2) Continue to dig deep consumer potential; expand customer acquisition channels, deepen and consolidate the original sales channels, expand the second-hand renovation market.
3) Newly recruited or adjusted sales staff structure, set up a department specializing in the small commercial retail market, the equipment needs of small commercial institutions (such as stores, offices, medical, beauty, etc.) to start the strategy. Gradually seek the involvement of excellent refined real estate projects.
4) Further strengthen the Jimei brand construction, strengthen the company's entire staff to enhance the awareness of service, digging deep consumer service needs, innovative construction techniques and improve the service mechanism, enhance the comprehensive competitiveness of Jimei, enhance the company's brand reputation.
Today, the Shanghai renovation market has entered the peak season, with a large number of inquiries, a high signing rate, and a high demand for end-user services.
The first two points reaffirm that the epidemic has only slowed down and backlogged consumer demand, and has not stifled the market; and the high demand for service is a reflection of the maturity of the market development. Therefore, the Jimei marketing department will increase the market invitation to put to promote the peak season output value of the enhancement of rich service content to meet the personalized needs of high-end customers.
Adhere to the differentiated brand strategy
Save for a rainy day to create a word-of-mouth effect"
※ Nanjing Spectrum Heating and Cooling Equipment Co. p> 2021 is indeed a warm spring year defined by everyone, especially after the baptism of the epidemic, the awakening of the city more precious, the recovery of the market more clear. The epidemic made everyone have a deeper understanding of health, and there was a general market education for home comfort systems. The big wave of sand, 2020 home comfort market pattern has been initially revealed, For Spectrum, 2021 will still insist on doing the word of mouth, will insist on upholding the Spectrum "only do fine engineering, reinventing the spirit of craftsmanship," the core values, continue to plough deep, steady business.
In order to cope with the changes that may be brought about by the market, Spectrum has been laying out since 2018, segmenting the market, insisting on word-of-mouth for each customer, and insisting on boutique products for each project, so that the hard power of long-term effect is the cornerstone of resistance to market changes. Spray has made a subdivision in technology, engineering, after-sales and other sections to improve the quality of engineering and 100% guarantee after-sales through point-to-point demand satisfaction to improve customer satisfaction; strengthened the technical equipment in the living water system, all-air system, and dichotomous system ......, increased the number of full-time customer agents and area managers, and hired Zhang Baohong, Liang Yuning, and other Experts for us to establish and optimize the technical construction standards and norms,...... which all make Spray in the market similar competition, satisfaction is better.
Since this year, market fight more intense, survived the enterprise are trying to shorten the capital occupation, expect through the rapid return of funds to allow enterprises to stand in a relatively safe area, but this also led to the price of the traditional system is more bottoming out, lower profits. Now the market will still exist in the more substantial reshuffle phenomenon. Sperry currently still adhere to the differentiated brand strategy and the creation of word-of-mouth effect.
2021, take a solid step forward
※ Beijing Ouyijia comfort environment general manager | Liu Yang
After the impact of the epidemic after the precipitation, this year, the Ouyijia will continue to be firm The first time I've ever seen the world's most important product, I'm not sure if it's the right product. First of all, based on the advantages of the original old customers, improve the quality of service to strengthen the adhesion with customers ; secondly, the introduction of advanced five constant technology to provide customers with a more healthy and comfortable indoor environment; again actively embrace the new technology to strengthen the online marketing, and jittery, Taobao and other online platforms to strengthen the cooperation, through the new mode of attracting traffic to the store, the conversion.
In the first half of 2020, we have been in a closed-door cultivation stage, taking advantage of the ample time to practice internal skills and adjust the enterprise development strategy. As the northern HVAC market is large enough, fragmented, diversified demand characteristics, a single product has been unable to meet the diversified market demand, Ouyijia after a brief period of confusion, should the market change and change quickly adjust the direction, the introduction of advanced five constant technology, to create a full system of HVAC products. All along the way Ouyijia's development has also experienced from a single product to do specialization to today's integrated, systematic upgrade.
In the second half of the year, after the epidemic slowed down, the HVAC industry gradually recovered, and Ouyi Home quickly opened the market, and the business volume has grown significantly and even exceeded the previous year. Part of it is due to the epidemic caused by the owners of the closed door, the increase in free time to consider the renovation and overhaul, equipment replacement has become the main aspect of business growth, the overall trend of upward.
This year, the company's business is divided into two main segments, one is the old equipment replacement, replacement and renewal; the second is the development of five constant comfort home system. Due to the different time nodes of customer demand, the end of last year, a large number of projects in the backlog state, the first half of this year, the primary work is to complete the legacy business. In addition, through the research and development of advanced five constant system comfort home system to provide customers with diversified choices.
The current HVAC business development is facing many tests, blind expansion is not desirable. In a bad environment, the only way to seize their own advantages, steady development is the hard way. Specifically should be based on the local market and their own business development direction and time nodes, in the game of business and the market to find a balance, to achieve a virtuous cycle of dynamics, which is every HVAC people need to think and operate.
2021 HVAC circle ~ unlimited opportunities
Come to chat ~ What are your thoughts and outlook for 2021, which has already arrived?