Electric water heater sales are picking up

According to data from Zhongkang, in the first three quarters of this year, the water heater industry showed a clear trend of warming: from January to September, the retail volume of water heaters was 20.25 million units, an increase of 11.0% year-on-year; the market scale reached 31.9 billion yuan, an increase of 19.5% from the same period last year.

In the electric water heater industry, the heads of some large and medium-sized companies also said that the situation has clearly improved this year. From November 21st to 22nd, 2013, at the second annual meeting of the Electric Water Heater Committee of the China Household Electrical Appliances Association, a CHEAA reporter learned that, up till now, the electric water heaters of Midea, Haier, AO Smith, Wanjiale, Vantage and other companies have all Realized a year-on-year increase of more than 20%.

U.S. emphasizes quality and rigidness to replace some quality leaders

"The beautiful group has abolished five quality directors this year, and another five divisions can't get full performance." said Xu Yufeng, general manager of the company's water heater business.

In 2013, Midea Group began to return to the nature of its operations, emphasizing product quality, emphasizing quality rigidity, and adopting the "one-vote veto system" on this issue.

“As a result, in 2013, the main tasks of the US-based water heater business unit were to transform and change the growth model and reflect on past growth strategies,” said Xu Yufeng. “The growth rate has been relatively slowed down. This year's year-on-year increase was about 30%.”

2012 is an industrial adjustment period, and it is not a good “reference material”. It is understood that in 2013, the size of electric water heaters in the United States increased by about 25% from 2011.

Haier emphasized the value of e-commerce experience in value harvest In 2013, Haier's integration since 2011 is still in progress, emphasizing the pace of value experience has not stopped.

Li Caixia, director of the Planning Department of Haier Water Heater Company, said that whether it is the entire group or the water heater company, it is currently coming from the value experience. The core of attention is the word of mouth and experience economy.

“The company’s sales of electric water heaters have increased by more than 20% this year, which has slowed down compared to previous years. However, considering the uniqueness of Haier, the data is already quite impressive: First, Haier’s base is relatively large; second, the channels are on its own. There are many different ways of doing business with other companies."

In addition, Li Caixia also pointed out that in the area of ​​e-commerce, Haier's electric water heaters are also gaining a lot. According to Tmall data, this year's "Double 11", including electric water heater products, Haier Tmall flagship store achieved a turnover of 180 million yuan a day.

AO Smith opened a new base for the new 700,000 capacity <br> <br> electricity supplier also stimulating the AO Smith water heater business: electronic business platform in 2013, AO Smith (China) Company sold 100,000 units Electric water heater products.

During the period of full capacity growth, excessive sales growth may not be welcome, but this year, the company opened a new base in Nanjing, adding 700,000 units of capacity.

Song Guangping, general manager of the business, is responsible for the marketing and electric water heater business of Io Smith China.

He said that in the past, the company’s sales of electric products have grown little, mainly relying on the launch of new products. In 2013, "the performance was much better than we expected, especially in the third quarter." In 2013, Io Smith (China) expects an increase of 30%, of which electric heating will exceed 20%.

Wanjiale has completed the task ahead of the high-end transformation . In October, the category of electric water heaters had already completed its annual tasks. In 2013, sales growth in 2012 was expected to reach 40%.

Liu Changwen, head of Wanjiale's electric heating product department, said that the company is in the process of transitioning to the high-end and pushing the "smart bath" series. He also revealed that the hot water industry and the kitchen industry have become the two major development directions defined by the Macro Company.

Non-electric main enterprise began to further penetrate <br> <br> And even in this year, Vantage electric water heater and the million and still not the "main business."

Vantage product manager Jiang Yingbo frankly stated that in the past, Vantage did not pay enough attention to electric heating, but in 2013, the category increased by more than 20%.

Wanhe's main business is gas water heaters, electric water heaters are only sideline, under the new energy division. Wanhe R&D manager Dai Wu said that the company’s focus on electric heating this year is transformation. It used to lay aside scale and profits. However, this year the company began to emphasize profit and profitability. The company’s CEO will also be a new energy source next year. Division General Manager.

This year is the 20th anniversary of the establishment of Wanhe. After three years of planning, the company's sales will exceed 10 billion yuan. Coincidentally, this year is also the second year of Vantage's five-year kitchen sales plan.

The two companies in the same Guangdong province put forward the goal of “achieving billions of sales in three years” and caused the industry’s concerns about industry competition, overcapacity, or intensification.

Rong Ping, executive vice president of the General Office of Li Sheng said that this year, large and medium-sized electric water heater companies are 20% -30% growth, but in fact, most of the small businesses are in a state of excess capacity.

Wang Ze, the deputy general manager of Electric Water Heater OEM and Changxing Electric, said that many companies have maintained a growth rate of more than 20% this year. Under the influence of e-commerce and other factors, this growth rate can at least continue for several years. At the same time, however, the industry should also remain vigilant, or make necessary warnings to companies that are preparing to enter or nuclear production to avoid overcapacity, so as not to repeat the mistakes of the steel industry.