The solar water heater industry in p>28 was an extraordinary year, with both opportunities and threats. The unfavorable factors such as RMB appreciation, raw material price increase, labor cost increase, industry talent shortage and inflation have brought certain pressure to the solar energy industry. However, driven by favorable factors such as the further implementation of the national "energy saving and emission reduction" policy, the introduction of policies in various places to support the development of the industry, and the full launch of the rural market and the continuous expansion of market space, China's solar water heater industry will still maintain a rapid development trend. Relevant authoritative experts predict that the output will reach about 28 million square meters in 28, and the output value is expected to exceed 38 billion yuan, an increase of more than 2% compared with the same period last year. With the rapid development of the industry, it also shows many obvious characteristics and trends: 1. The industry is polarized, and the performance of large and small enterprises is very different. In 28, the solar water heater industry was under great pressure, the price of raw materials continued to rise, and the production cost continued to rise; The new labor contract law has been gradually implemented, and the labor cost has also risen sharply; The increasing pressure of terminal price and the shrinking space of product price increase have brought great pressure to the solar water heater industry. However, in the face of pressure, solar water heater enterprises have shown different trends. Although the first-line brands have also been affected to some extent, in 28, these first-line brands took the opportunity to make efforts. For example, in terms of capacity expansion, Sang Le planned to invest and build a factory in Haining, Linuoruite set up 4, production bases in Puyang, Henan Province, Beijing Tsinghua Sunshine Company and Henan Land Real Estate Group jointly invested in solar energy development and utilization projects, and Yuansheng integrated a number of private enterprises. Some of these first-line large enterprises purchase equipment, expand factories, deepen management, increase marketing, and quickly improve their competitiveness. The sales growth rate of first-line brands exceeds 4%, which is higher than the average growth level of the industry. However, due to the small scale of some small and medium-sized enterprises, the financial strength is already insufficient, coupled with various rising costs and long-term price wars, the capital chain is constantly tight, and some enterprises have been struggling, some have changed production, and some have even closed down. The polarization of solar water heater industry is becoming more and more fierce, and the prediction of experts that "there will be dozens of hundreds of millions of enterprises in China's solar water heater industry and a number of small enterprises will die" is likely to become a reality. 2. The market concentration of solar water heaters has been further improved. By 27, there were 5 enterprises with an output value of more than 5 million yuan in China, and there were 25 enterprises with hundreds of millions. The total sales of 5 enterprises with sales above 5 million yuan accounted for 46.8% of the total sales of solar water heaters. The total sales of 25 enterprises with sales over 1 million yuan have reached 1 billion yuan, accounting for 31.2% of the total sales of solar water heater industry. In recent years, the proportion of total sales of enterprises with solar sales over 1 million yuan in the total sales of solar water heater industry has increased at a rate of 2-4% every year, and this proportion is expected to exceed 34% in 28. 3. Some enterprises have diversified their products, and some enterprises have begun to diversify into photoelectric downstream products such as lawn lamps or heat pump products, such as There are also Rongshida, Wuxing, Rilida, Meiling and so on, all of which have diversified expansion to varying degrees. We can see that the diversification in the solar energy industry has a strong correlation with the main business. Either getting involved in the solar energy industry or getting involved in the energy-saving hot water industry belongs to the renewable energy industry. The development of renewable energy industry has become an inevitable trend. With the increase of risks brought by energy shortage to the global economy and the intensification of the negative impact of fossil energy use on climate and environment, experts predict that the next 1 to 2 years will be a transitional period for human beings to shift from fossil energy utilization to comprehensive utilization of renewable energy. By 25, solar energy utilization can meet a quarter of the global energy demand. In this way, it is logical for solar water heater enterprises to get involved in such fields. However, the author believes that there is no uniform standard for enterprise diversification, but enterprise diversification must combine its own core advantages and core resources and cannot blindly expand. 4, leading enterprises actively promote listing, listing in the capital market is very important for an enterprise, which can not only open up financing channels, but also enhance the company's brand image and improve the company's management level. At present, some leading enterprises have been listed or actively preparing for listing. For example, Linuo transformed listed companies with the concept of photothermal as the theme and became the first photothermal company in China; Huang Ming has followed Huang Ming in CDH for nine years, and Goldman Sachs has followed him for five years, and has basically accepted the strategic investment of CDH and Goldman Sachs. If all goes well, it can realize the domestic A-share listing in 29-21. An American venture capital company is in substantive contact with Four Seasons Muge Company to prepare for venture capital. The launch of Shenzhen Growth Enterprise Market has made more small and medium-sized enterprises have an impulse to go public. However, this year's stock market crash has made it difficult for companies to realize their dreams of listing. With policy encouragement and good market environment, the solar water heater industry has shown incomparable advantages compared with other traditional industries, attracting many international investment companies to pay more attention to China's solar water heater industry, and I believe that the pace of listing of Chinese solar water heater enterprises will be further accelerated. However, most domestic solar water heater enterprises are private enterprises, and the scale is still very small, even the best enterprises in the industry are small and medium-sized enterprises. Therefore, we must practice our internal strength before actively seeking listing. 5. The horn of the "third-party installation service" model sounded. Although in recent years, enterprises and distributors have regarded the construction of after-sales service system as an important link in the product chain, and paid great attention to product installation and after-sales service to the extent that it affects the market reputation of product brands. However, it is difficult to satisfy customers because of the limited energy and strength of enterprises and distributors. In 26, China solar water heater market competition survey report showed that consumers' satisfaction with the solar water heater industry was very low at present, with 41.5% of users expressing extreme dissatisfaction. The main reason is that many manufacturers have not established a complete and effective after-sales service system since the development of the solar water heater market for more than 1 years, except for the weak service awareness of enterprises and poor product quality. Facing the present situation, many associations, experts and leading enterprises in the industry put forward the idea of third-party installation service, and through such industrial chain subdivision, a third-party installation service company was established. In fact, the third-party service was first used in the logistics transportation industry to form the third-party logistics. At present, the number of third-party logistics enterprises in China has reached about 3% of the total logistics enterprises. On the one hand, the emergence of third-party installation service in solar water heater industry can save the service cost of enterprises and make enterprises produce more professionally; On the other hand, it can improve product installation and service quality, and gradually improve consumers' satisfaction with the industry. At present, the competition in the solar water heater industry is intensifying, and it is inevitable that the industrial value chain will be subdivided continuously. Then, the emergence of third-party installation service companies has become possible, but how to operate it is still unclear. 6. The industry generally expects the Energy Bureau to implement specific policies as soon as possible. the State Council officially approved the main responsibilities, internal institutions and staffing of the National Energy Administration drawn up by the Office of the Central Organizing Committee. This marks the official start of the operation of the newly established energy industry management organization. For the establishment of such institutions, many people in the industry expressed a feeling of "finding home", which further enhanced the confidence of entrepreneurs in the solar water heater industry. However, at present, the National Energy Administration has not clearly formulated a series of policies on the development of solar water heater industry. Therefore, people in the industry expect more from the National Energy Administration, and expect that the National Energy Administration can establish a series of detailed and operational policies including materials, production, research and development, employment, sales, competition, installation, service and brand certification, as well as the strategic deployment of the development of the solar water heater industry, so as to standardize and guide the healthy, rapid, stable, sustained and benign development of the industry. 7. The "Mandatory Installation Order of Solar Water Heater" is mixed. In order to promote the development of solar water heater industry and further implement the national policy of energy conservation and emission reduction. According to incomplete statistics, at present, more than 4 provinces and cities such as Jiangsu, Zhejiang, Liaoning, Hainan, Jinan, Xingtai, Baoding, Kunming and Hohhot have implemented the compulsory installation policy of solar water heaters, which has greatly expanded the market space of solar water heaters. However, due to the compulsory promotion of solar energy, it involves the government, real estate developers, property companies, owners and many other aspects. People in the industry are also cautious or worried. Xu Xinjian, the chairman of Jiangsu Sunrain Solar Group, thinks that China, as one of the countries with the largest per capita energy consumption in the world, must implement the mandatory installation of solar water heaters, but at the same time, it is necessary to strengthen the quality and technical supervision, testing and certification of solar water heaters, and do a good job in mandatory standards and certification, so as to prevent the situation of mixed fishing and dragons from affecting the quality of installation and use. Huang Ming, chairman of Huangming Group, said: In the process of compulsory promotion of solar energy, the phenomenon of "bad money driving out good money" may be staged, which poses a great threat to the long-term survival and development of the industry. It is beyond reproach that the compulsory installation policy of solar water heaters provides a very favorable policy guarantee for the development of solar energy industry, but the implementation of such policies should be accompanied by very strict and specific supporting policies in all aspects, otherwise it will not have the expected effect. 8. Event marketing has become a hot spot in the solar water heater industry. In 28, it should be said that the biggest highlight in the solar water heater industry marketing method. It may be event marketing. Event marketing is a very popular means of public relations communication and marketing at home and abroad in recent years. Through "taking advantage of the situation" and "creating momentum", it aims to improve the visibility and reputation of enterprises or products, establish a good brand image, and finally promote the sales of products or services. This year, a large number of solar water heater enterprises in China have applied event marketing methods, such as: Sun Rain sponsored the Paralympic Games and launched a series of activities to cheer for the Paralympic Games; Xu Xinjian participated in the program "Sailing New Journey-Emancipating the Mind" recorded by Lianyungang TV Station. Huang Ming successfully bid for the 4th World Sun City Congress in 21 and took over the flag of the World Sun City Congress. Yuansheng used Chen Yanqing, the corporate image spokesperson, to win the Olympic weightlifting championship again, and got a good brand effect. According to incomplete statistics, in 28, there were hundreds of marketing activities only with the help of the Olympic Games. For example, Haier Group started the "Olympic Hope Project" in Beijing, Tianpu built the solar energy project of the Olympic Security Volunteer Building and the Armed Police Soldiers Building, etc. Event marketing, as a main marketing method, has been widely used in solar energy enterprises at present. It uses events to gain momentum and build momentum, constantly attracting consumers' attention, thus effectively enhancing the brand image of solar energy and promoting sales. 9, celebrity endorsement "blowout", the actual effect is not obvious. When buyers no longer regard price and quality as purchasing concerns alone, they can use the celebrity's popularity to increase the added value of the product, which can cultivate consumers' feelings and associations for the product and win consumers' pursuit of the product. At present, there is also a "craze" for celebrity endorsements in the solar energy industry. According to incomplete statistics, there are currently 44 companies employing image spokespersons in the industry, of which 21 companies hired image spokespersons in 28, accounting for 47.7% of the total number of companies employing spokespersons over the years (see Table 4 for details). In terms of regional distribution of these enterprises, enterprises in Zhejiang account for 55%, followed by enterprises in Jiangsu and Shandong, accounting for 18% respectively (see Figure 5 for details). Judging from the strength of the enterprises that hired spokespersons in 28, they are mainly concentrated in the second-tier brand enterprises. At present, the industry competition is becoming more and more fierce, the profit level has declined, and the second-tier brands are having a hard time. They are trying to rapidly improve their popularity and expand their market share through endorsement, and at that time, some enterprises were not excluded from following the trend. Regrettably, the effect of celebrity endorsements in the solar water heater industry is not obvious at present. The reason is not that there is a problem with the endorsements themselves, but that the dissemination of endorsements is not strong enough. Through investigation, it is found that few people know about these endorsements in the industry or at the level of mass consumption. 1. The number of enterprises with well-known trademarks has increased sharply, and honors such as national inspection-free and China famous brand have become the focus of industry speculation. With the continuous development of solar water heater industry and the continuous improvement of the quality of the whole industry, various honors given by the government have gradually increased, such as: seven famous brands of solar water heaters in China, national inspection-free products of solar water heaters in China, and titles of famous brands of solar water heaters in various provinces and cities. According to incomplete statistics, up to now, 23 enterprises have obtained well-known trademark certification, and in 28 alone, 14 enterprises obtained well-known trademark certification; Guangguang Group won the Golden Sun certification, and has won various honors for the enterprise so far, which can not only double the value of the designated goods, but also benefit other products of the enterprise, improve the attractiveness of the enterprise to the outside world, and then double the overall value of the enterprise. It is precisely because of this that obtaining various honors such as well-known trademarks has become the goal pursued by some enterprises at all costs in 28, even through some improper means. The author believes that winning honor is necessarily a witness to the strength of the enterprise, but not winning honor does not mean that the enterprise has no strength. At present, it is more important for solar water heater enterprises to practice their internal strength and strengthen their internal strength, rather than obtaining some honors by other means. It is worth mentioning that most of the well-known trademarks in China produced by blowout were obtained through judicial identification, so some experts criticized this phenomenon as a reaction of vicious and disorderly competition in the industry. 11. Conference marketing and event marketing have become important investment promotion methods for many solar water heater enterprises. Conference marketing helps dealers and consumers to know more about products, company policies and company brand image by targeting specific customers, family services and product briefings, so as to enhance the communication between enterprises, dealers and payers and ultimately promote sales. This marketing method was widely used by solar water heater enterprises in 28, and some enterprises held various meetings all over the country to conduct conference activities such as investment promotion, product promotion and sales promotion. According to statistics, by the end of August, 28, Sun Rain had organized nearly 1 activities, conferences and promotions around the country in terms of investment promotion and brand building, such as "decapitation action" series activities and championship acceleration series activities. Through such meetings and event marketing, good results were achieved: on July 26, the order for the semi-annual marketing summit in Guangdong Region exceeded 1 million. Linuoruite Solar only booked 46 machines on the spot in just two hours at the 5th anniversary celebration of Sunliu Franchise Store in Lianzhuang Township, Yiyang County on August 1st. Golden Sun and the organizers of China Second-hand Car Expo jointly held the "Golden Sun Cup" miss car image selection activity, which received great attention. Sang Le has made great achievements by holding repeated dealer conferences in various places for several months. There are countless cases of conference and event marketing in 28, and they also show some new features: in the past, the number of enterprises that only obtained Golden Sun certification reached.