Heat pump water heater standards implementation of enterprises in the next year optimistic about market prospects

In 2010, air-energy water heaters still captured a market share of 5% in the face of a market that was almost completely covered by 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.

After 5 years, the output value will be 20 billion yuan

In 2010, air energy water heaters achieved 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 the China Electronics News reporter that air energy water heaters can not only effectively save energy, but also can “shift peaks and fill valleys” to ease tension in the power grid and have a broad development in both domestic and foreign markets. 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 force

Since 2011, home appliance giants have begun to vigorously promote the market 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 the White Research Department of Ovid Consulting, told the “China Electronics News” reporter that Midea, Gree, Haier and other companies have higher brand awareness and are more secure in marketing, marketing and after-sales service.

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 Midea, told reporters of China Electronics News that since 2010, the United States has begun to invest heavily in product R&D, advertising, brand promotion, channel distribution, etc. The results were significant. From May to September 2011, Midea’s air-to-energy water heater sales increased significantly, and the market share also rose steadily.

Consumers are still skeptical

Air energy water heaters need to break multiple bottlenecks if they want to make a real breakthrough.

"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 China Electronics News. 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 Comments

With the number of air-heated water heater manufacturers in China exceeding 400, the market provides opportunities for enterprises while it is a touchstone. Only those companies that are truly engaged in continuous consumption cognition guidance, technology research and development, marketing, and marketing services can be Stand out from the fierce competition and gradually change the extensive operation mode that mainly depends 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.