Heat pump water heater standards are promising in the implementation of market prospects next year

Summary: In 2010, air-to-energy water heaters still commanded a market share of 5% in the face of almost full coverage of traditional water heaters. It is understood that the energy efficiency standard for air energy water heaters is currently being developed and is expected to be implemented next year. At the same time, home appliances companies such as Midea, Gree, and Haier have all made efforts in this market.

5 years after the output value of 20 billion yuan in 2010, air energy water heaters to achieve sales of 3.09 billion yuan, accounting for 5% of the water heater market share.

As an energy-saving product, many countries and regions currently encourage the use of air-energy water heaters. For example, Japan and Australia have incorporated it into the renewable energy category and subsidized by the government. The size of the water heater market in Europe ranges from 6 million to 7 million units, while the EU may ban the sales of electric/gas water heaters from 2013 to 2015. Instead, it will save energy. Air energy and solar water heaters. Zhang Zixuan, secretary-general of the China Air Source Heat Pump Industry Alliance, told reporters that air energy water heaters can not only effectively save energy, but also be able to “shift peaks and fill valleys” to ease tension in the power grid. Both domestic and foreign markets have broad development space and application prospects.

According to data provided by the industry online, in recent years, China's air energy water heater market has maintained a steady growth trend, sales from less than 30 million yuan in 2003 to about 3.09 billion yuan in 2010, accounting for 5% of the water heater market share.

The relevant agencies even anticipate that the output value of air-energy water heaters can reach 20 billion yuan in the next five years.

It is understood that air energy is also being encouraged and supported from the policy level. According to Zhang Zixuan, in order to guide and standardize corporate behaviors, the National Standard for Heat Pump Water Heater for Household and Similar Uses was formally implemented on September 1, 2009. At the same time, energy efficiency standards for products are currently being developed and are expected to be officially implemented next year.

But is it still too early to judge whether the industry has entered a high growth period? Luo Renjun, an expert in the home appliance industry, said that at present, air energy water heaters are still in the product introduction period, and the entire industry is only beginning to take shape. Only by solving the problems of price and quality stability, can air energy be expected to become the main force driving the development of the water heater industry.

Appliance giants continue to exert power Since 2011, home appliance giants have begun to strongly promote the popularity of air-energy water heaters.

As the leader in the industry, Midea Air Conditioning entered the air energy industry in 2003. According to data provided by Industry Online, in 2010, Midea continued to lead the industry with total sales of 776 million yuan and market share of 25%. Gree's factory shipments exceeded 100 million yuan.

In fact, refrigerating home appliance companies have the unique advantage of making air-powered water heaters. Han Wei, director of research at Alvin Consulting White Power, told reporters that Midea, Gree, Haier and other companies have higher brand awareness and are more secure in marketing, marketing and after-sales services.

At the same time, because the entire market is in a period of cultivation and the brand is complex, some companies are fighting for consumers and shoddy with price competition. The involvement of a strong brand can, to a certain extent, reverse the small and scattered disorderly competition of the industry and increase the speed of development of the industry.

In May 2011, Midea Air China stated that in the next 3 to 5 years, it will lead the air energy water heater industry to fully capture more than 50% of the domestic water heater market. At the same time, Midea hopes to occupy more than 50% of the market share. In response, Wang Jinliang, vice president of Refrigeration Appliances (China) Business Division of the United States, told reporters that since 2010, the United States has begun to invest heavily in product R&D, advertising, brand promotion, channel distribution, etc. It currently appears to have achieved remarkable results in 2011. From May to September, Midea’s air-to-energy water heater sales have increased significantly, and market share has also been rising.

Consumers are still skeptical that if they want to achieve a real breakthrough, they still need to break through multiple bottlenecks.

"The lack of adequate understanding of products by consumers is a key factor hindering the popularity of air-energy water heaters." Luo Renchen told reporters. At the same time, the high prices also make many consumers sigh. It is understood that the current market mainstream brands of air energy heater prices generally range from 5,000 yuan to 10,000 yuan. In 2010, Midea launched a 150L air-energy water heater named Huiquan, which sold for only 3,980 yuan. However, after all, only a few of the products on the market are inexpensive. In this regard, Wang Jinliang believes that air energy is the most cost-effective water heater if it considers the use cycle and the overall cost. However, because there is no real experience and actual quantitative data, many consumers are skeptical about the energy saving effect of the business promotion, and naturally will not pay for high prices.

In addition, at present, the consumer market for air-energy water heaters in China is mainly distributed in areas such as Guangdong, Guangxi, Fujian, Jiangxi, and Shanghai south of the Yangtze River. Zhang Ziyun said that although the market is gradually expanding from the south of the Yangtze River to the north, due to the generally low winter temperatures in the north, apart from Midea, Haier, Gree and other technologically-strong enterprises, many companies are still unable to break through the technical bottleneck and achieve low temperature. Heat, to a certain extent, limits the promotion of the product in the northern market.

Even if it breaks through the technical bottleneck, air-to-water heaters still face pressure from channel development. It is understood that at present, Gree, Midea and other large companies have chosen stores to sell stores to seize the market. However, the higher entry and maintenance costs of the stores, coupled with the fact that air can be less advantageous than other water heaters in terms of price, installation and after-sales service, is not easy for companies with weak overall strength.

Despite this, Luo Renxuan believes that any industry will face various problems during the cultivation period. For enterprises, the first thing to do is to cultivate consumers' basic understanding of air-energy water heaters, and in turn identify with the products, and finally reach the subscription level. purpose. As related technologies continue to mature, air-energy water heaters will be more stable in product quality, and the rational return of prices is just around the corner.

Reporter's comment As China's air-energy water heater manufacturers have more than 400 companies, the market provides enterprises with opportunities and at the same time it is a touchstone. Only those companies that are truly involved in consumer perception guidance, technology research and development, marketing, and marketing services continue to invest in companies. Can stand out in the fierce competition, and gradually change the current mode of extensive operation mainly relying on the price war. At the same time, as a new energy source with low carbon and environmental protection, in addition to support from local governments, the healthy development of the air energy water heater industry also requires the implementation of subsidies and energy efficiency standards at the national level.