Solar water heater business compete in a rural market（1）

China's solar thermal industry are dominating the global scale from production to application. Our existing thermal business in terms of the number of enterprises, more than 3,000; including over 20 large-scale enterprises, 106 medium-sized enterprises, more than 2,000 small businesses; industry concentration analysis, large-scale enterprise market share 40 % or more; enterprises output value of 20 billion yuan Himin sun rain, Sang Le, force Norit; production level, in 2011 China's output of the collector 57,600,000 square meters, an increase of 17.6%; amount of photothermal building applications growth rapidly in 2011, China's solar thermal building application area of ​​2.15 billion square meters, an increase of nearly 50% in 2010.

The maintenance level view of the solar installation, solar hot water system priority to develop the rural retail market, users can install their own deployment, maintenance is also more aspects. Government also strongly encourage rural development, the use of solar hot water systems. It is understood that, in 2009, the national solar water heaters as home appliances products, financial subsidies.

While also reflected in the market share of solar building integrated Professional Committee of China Building Energy Conservation Association statistics show that the solar panel thermal market is still retail oriented sales account for about 55% of the market for retail mode; including vacuum tube collectors market share of about 90%, approximately 10% of the market share of the flat-plate collector.

, The vast majority of the thousands of solar water heater manufacturers has been vast rural as the main battlefield. To some extent does development start of a new market in the field of energy. Expected to 2020, the rural consumption market for solar water heaters will reach 170 million to 180 million square meters, accounting for about 60% of the total consumption.

In the face of such tempting in front of the big cake, many solar manufacturers have been salivating, eager. Additionally, in recent years, the farmers' income and consumption levels continue to improve, there will be greater demand for space solar consumption growth will be faster than the city. Purchased in rural areas the proportion of the water heater (gas, electricity, solar water heaters), solar water heaters for its energy-saving, environmental protection, water capacity, low operating costs, with the advantages of the installation conditions, has become the first choice for rural water heater market, the rural market in 2013 remains is the main battlefield of the solar energy.

The situation in the solar cell industry, on the other hand, so many manufacturers also clearly see, the rural market is the most competitive solar brand products, no-name products are mixed up with a market. Limited ability to distinguish the brand, brand awareness and consumer groups, large market space for many businesses. Technology low and the industry as a whole, the lack of strict market access system, and standardize the market surveillance system, the solar industry homogenization of a very serious problem. Many solar manufacturers, particularly solar water heater manufacturers, in order to avoid the homogenization of competition in rural markets, rural market must choose selling differentiated products, "campaign" in order to make the odds improve, you must also have differentiated competitive strategy.