Analysis on Consumer Behavior of Solar Water Heater

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With the promotion of energy-saving society, harmonious society and circular economy, the development and utilization of renewable solar energy will be further deepened, and the huge development space will increase the number of solar water heater manufacturers. More and more solar water heater manufacturers are fiercely competitive in the imperfect and immature market at present, and even there is a phenomenon that "bad money drives out good money". Homogenization competition has entered a red sea. At present, on the one hand, electric water heaters, gas water heaters and solar water heaters are the three pillars in the market, on the other hand, many communities or cities refuse solar water heaters because of "city appearance", coupled with low entry threshold and immature consumption environment, water heaters often close down, leak water and have no hot water in the market, which makes consumers flinch. In order to break through the market, solar water heaters need to conduct in-depth market analysis, differentiate the market and innovate marketing strategies, so as to "win" the market.

First, consumer behavior analysis.

When consumers buy products, they often consider physiological needs, safety and health needs, psychological factors (environmental sustainability, energy saving), economy and other factors. When buying products, they often face five kinds of cognitive risks: first, money risk, thinking that there may be a waste of money; Second, functional risk, afraid that the function is not so good, or not as good as the instructions and advertisements; The third is physiological risk, which looks a little dangerous and is afraid of being injured; Fourth, social risks, fear of bad comments from friends around; Fifth, psychological risk, fear of feeling guilty because of buying, will this be a bit irresponsible? For solar products, due to the imperfect product and installation specifications and lack of supervision in implementation, consumers lack understanding of solar energy and core technologies of solar water heaters. In order to "know the pearl", consumers will mainly value brands, including corporate brands, product brands and service brands, which are the basis for consumers to choose, because brands are a commitment to consumers, and excellent quality and strong after-sales service will ensure the legitimacy of consumers. Focus on quality, products need to effectively meet the needs of the target regional market. For example, although some solar water heaters on the market can meet the hot water demand in summer, they become idle products in winter, and even pipes crack; Pay attention to services, increase service satisfaction, such as "Baidu service, 100% satisfaction" and "the more services, the higher the satisfaction", and reduce the cognitive risk of consumers' purchase through services.

Second, the analysis of competitors

Solar water heaters are facing competition from industries and substitutes. At present, a market structure with strong professional brands, regional brands, household appliances brands and miscellaneous brands has taken shape, and the industry is mixed. With the intensification of competition and homogenization, the "reshuffle" of the industry is inevitable. To break through in the competition, we must differentiate and create unique selling points, which can be around the product itself or divorced from the product itself, and open a new competition range from the consumer's demand point. In the process of buying solar water heaters, consumers are not buying solar energy, but using hot water conveniently, safely, economically and healthily. For example, we can focus on "management", such as "three senior managers", "DMG management", "three super management" and "three plus management"; Heat collection, rapid heating, heat storage, antifreeze, cold resistance, thermal locking, etc. , you can also focus on bravery, such as Shen Hao's antibacterial, Guangming Group's blue gold steel liner, and plan to build a blue ocean competition area in the solar energy industry through differentiated selling points. For example, Huang Ming first pushed "three executives" to emphasize thermal efficiency, and later pushed "original matching machine" to emphasize the original matching of the host and accessories manufacturers; Tsinghua Sunshine promotes the "true hero" tube and emphasizes heat collection; Solar rain is positioned as "insulated solar energy", and its "insulation wall" technology is popularized, emphasizing thermal insulation; At first, Rank Solar was positioned as "the first constant-heating solar water heater in China", emphasizing heat preservation. Later, it mainly promoted the "anti-scaling king" series, emphasizing that the water tank does not scale and has a long service life; Four seasons muge has been calling for "hot water running" and writing hot articles; From "selling solar energy" to "selling water", we will create a new impetus for the brand of Four Seasons Muge.

Third, marketing strategy.

In terms of product strategy, we should develop to intelligence and digitalization, and improve the overall concept of products, including core products, formal products and extended products. Core products refer to the basic utility and benefits provided by products to buyers, that is, the use value. The core value of solar water heater is to provide hot water conveniently. The core value of products is the fundamental reason why consumers are willing to pay the price to get products. Realizing the core value of a product means realizing what you are "selling". Regular products refer to the external performance of products, such as the appearance, quality, weight, volume, vision, feel and packaging of solar water heaters. The appearance of regular products in the market is the basis for buyers to buy and plays a decisive role in product sales; Extended products refer to the added value of products, such as service, commitment, identity, honor, etc. For solar water heaters, due to the influence of many natural factors, it is necessary to develop personalized and humanized products to meet the needs of different consumers. For example, Huang Ming has developed high latitude series, sloping roof series and low latitude series products, allowing consumers to choose different products according to natural factors such as latitude, sunshine, climate and wind. At the same time, make a fuss about the pipe and the liner. The tube collects heat and the bladder stores it. For pipelines, it is necessary to collect heat quickly, raise temperature quickly, and be cold-resistant and antifreeze. For gallbladder, it is necessary to keep warm and store heat, but also to resist corrosion and pollution. On the whole, it is not only around hot water, but also resistant to high temperature, cold current and freezing.

In the channel strategy, because solar water heaters are different from ordinary household appliances, they don't have to enter the store. Because of their strong pertinence, the target customers are either newly developed communities, engineering markets, updated users or as gifts. Therefore, developing different channels for different customers, such as monopoly, can enhance the brand image, and entering solar supermarkets can attract management professionals and operate solar squares to attract a large number of people. If it is used as a dowry or gift, you should go to a shopping mall or shop; If it is developed as a project or for civilian purposes, it should be directly contacted with the engineering department, property, etc. , or take the road of monopoly. Different groups have different consumption behaviors, for example, as a dowry, they may pay attention to the brand or price, as a project, they may consider installation and beauty, as a civilian, they may consider after-sales and price, and so on. In the process of channel operation, we should graft different types of cooperative and complementary channels, such as real estate developers, such as professional building materials suppliers and decoration companies, such as property companies and so on.

In terms of communication, we should advocate new lifestyles and trends, such as declaring an integrated hot water supply scheme, from solar water heaters to solar home hot water centers, advocating a clean and environmentally friendly new life, and activating terminals, such as launching 5S stores integrating display, sales, service, information and culture, and enhancing corporate brands by relying on terminal images. In the process of communication, it is necessary to innovate communication strategies, operate in a three-dimensional way, and operate more events and activities, instead of simply asking a celebrity to endorse and doing more hard advertising guidance and training. For example, Huang Ming initiated the "Green Hot Water Civilization" Enlightenment based on the investigation of hot water use in China by China Women's Daily, and took care of the life and health of women all over the world as the keynote, which strongly started the hot water demand and triggered the domestic hot water revolution in China; If only one household in a village is installed in the rural market, others will follow suit.

In terms of promotion, it is necessary to combine push and pull. Solar water heaters can adopt strategies such as after-sales service promotion, advertising promotion, convenient promotion, bundled promotion and prize promotion, and carry out targeted promotion around different markets. For example, if it is a dowry brand, it must be tied to the wedding; If it is a tree image, you can take industrial tourism and have the opportunity to visit the model community and experience activities; If it is to expand market share, it will promote sales according to different positioning and target groups, and carry out promotion innovation around price changes and price payment methods. For example, with the development of the new rural movement, solar energy going to the countryside is the development trend, especially considering the particularity of the rural market, such as the products should be very convenient to use, the communication should be in place, and the price should be low. If you are good at using and grafting some channels, go deep into the dowry market and guide villagers to buy.

In short, "first-class enterprises make standards; Second-rate enterprises make brands; Third-rate enterprises make products ",in the constantly changing and competitive environment, in order to break through the market of solar water heaters, we must innovate products and marketing strategies, promote sales through innovative products, accurate positioning and effective promotion, and also need to integrate marketing communication, integrate culture and technology into solar water heaters, shape strong brands and promote the rapid growth of enterprises. For example, Huang Ming plays the "standard card" through marketing strategies such as "easy to use in winter is the standard" and "original integrated machine"; As a pioneer of vacuum tube coating technology, Tsinghua Sunshine has been committed to the research and development of core technologies. Relying on Tsinghua University's strong scientific research ability and leading the market with technical advantages, the second generation vacuum collector tube "Zijin TT tube" was launched; Taking advantage of its inherent price advantage, Sang Le launched the "Shuffle Storm" action when the production base with a capacity of one million yuan was built, and entered the township market with the slogan of dowry; For example, with the international background of Sino-German cooperation and the unique industrial chain advantages in the industry, Linoret is also actively building momentum to lead the market.