Inefficient marketing channels
At present, solar water heaters in domestic sales channels mainly as follows:
Acting dealers,
manufacturers direct marketing, positioning building materials
stores in shopping centres and home appliances, construction, and so on. The
channel model of solar water heaters in helping enterprises achieve a sales
target at the same time, solar water heaters for the rapid development of
industry has made tremendous contributions. However, from the entire solar water
heater industry rapid development of the situation, more channels model of
efficiency and there are many unsatisfactory features in place.
First, the distributor agent sales channels operating efficiency is not high,
and easily out of line due to human causes. Many manufacturing enterprises for
the dealer channel sales agent of this development, in addition to various forms
of investment held outside, mainly adopted a "sweep the street" approach, which
is sending its sales to the region through the target area shops Ai Jia's visit
to the establishment of agent sales channels. In this way found by the agents
and dealers, a considerable portion of sales through the local plumbing
equipment, hardware or kitchen and toilet building materials sanitary ware
development of the self-employed. As a result of these sales agents and
distributors in the process of product manufacturers often lack the management
philosophy, coupled with their one-sided pursuit of short-term profits, their
sales activities in many cases led to a solar water heater manufacturer sales
channels, the efficiency is not high . This situation in 23 markets was
particularly prominent. In addition, since this kind of "sweeping the street"
type of investment more random way, the clerk eager to complete the task of
developing the market vulnerable to the psychological part of a strong
speculative dealers and distributors access to channels in the past. These
agents and dealers in lower profits or poor management of time, then trying
extricate retreat, so that manufacturers sales channels blocked, so that
manufacturers or even in some emerging market sales channels fracture
phenomenon. This channel model efficiency is low, and solar water heaters also
have after-sales service business: At present, solar energy companies, "to
establish channels of positive, negative maintain channels of the phenomenon of"
a common occurrence. Many of the dealers in the fight, delivery, built after the
shop due to lack of follow-up support for manufacturers, coupled with
promotional methods and terminal planning not reasonable, and products in the
channel of the phenomenon was repeated in the backlog, so that sales channels
blocked .
Secondly, building materials stores and appliance stores are not the hot land
for solar energy products sales. Solar water heaters because of the huge volume
of products, building materials in electronics stores in shopping centres and
the situation is very embarrassing. In building materials on the market,
regardless of solar water heaters were on or around the city people have a
feeling neither fish nor fowl, because many people are concerned, it does not
belong to construction materials, kitchen and toilet products not entirely. For
many shopping malls, building materials and sell solar water heaters sold as
flooring, tiles and other products more easily and peace of mind. Too-water
heaters in the building materials can be encountered by the shopping malls of
this embarrassment, in the same household electrical appliances in the event: At
the moment, many professional appliance stores all products not sold solar water
heaters. Because this area the size of solar water heaters products too large
shopping malls will occupy more space, management and operation of shopping
centres will increase the burden on the other hand, because of the high number
of solar water heaters Jinchang Fei to discourage enterprises; In addition,
electricity Water heaters, gas water heaters and other alternative products with
competitive pressure and Taiwan consumer buying habits have also affected
large-scale solar water heater in the entry of professional appliances stores
and sales.
For the current industry generally optimistic about the integration of solar
water heaters and building a marketing model, due to urban construction
planning, and other barriers to trade and the impact of this model in operation
there are also very difficult.
Market development
is blocked
Solar water heater industry due to the formation of the shorter hours, lower
trade barriers to entry, the early stage of development, and other
characteristics of high industry profits, in a very short time to attract a
large number of business operators and related personnel into the industry,
resulting in the industry's production capacity Relative surplus. Coupled with
the lack of the necessary market regulation, the industry's market order is very
confusing. At present the industry in some adverse phenomenon, or are already a
serious impact on the market for further development and expansion.
First, some mercenary small solar water heater manufacturers by profit-driven,
often cut corners in the production process. The solar energy they produce poor
quality products, cheaper prices and after-sales service not guarantee that they
have eroded 23 market, greatly damaging the image of the entire industry.
Second, distributors, resellers channels of instability, resulting in part
because of disputes and other issues and profit from the passive channel agents
and dealers integrity of the building industry to become the "stumbling block",
especially those from the manufacturer and distributor of withdrawal The
dealers, they had agents on the ground in the process of leaving the
after-effects, the manufacturer to re-select agents and distributors to increase
the difficulty. Some agents in the re-select the other brands, often based on
their own grasp of the information to belittle the original brand name to
promote sales of existing brands. A well-known enterprises had solar water
heaters and Huangshan in Anhui Tongling suffered a similar situation, and even
such as the "fragmentation of our cooperation, you should not even think about
in here to continue the development of" such a threat. This situation is not
universal, but the slander and malicious attacks, easily mislead the unknown
origins of the consumers, the industry further damage the overall image.
Third, the flow of solar water heater industry practitioners too frequent. Sales
and marketing staff in the frequent flow, some related to confidential business
information and critical information often will be followed to the new business
and quickly spread to. For some companies switched to the new sales staff, the
wanton plundering of the resources of corporate customers will exacerbate the
industry level of confusion.
Extreme shortage of professionals
Personnel, especially professionals, is a business and an industry of
sustainable development a key factor, but in the solar water heater production
companies, even some leading enterprises at present there are also the
phenomenon of lack of professionals.
Many manufacturers of solar water heaters senior management staff from the area
of home appliances sales in some sectors or enterprises switch sales of the
past, these people are respected marketing model similar to a serious,
innovative not strong, the short-term profits and the one-sided emphasis on
personnel training Indifferent to the system, where companies tend to make them
significantly less than the reserves of talent. And the private sector and
private enterprises in the prevalence of nepotism and "cronyism" phenomenon, but
also easily lead to some marketing professionals strong dissatisfaction and thus
affect their work enthusiasm.
Solar water heater production enterprises frontline sales staff also the overall
quality of worrying. Many first-line marketing staff simply have not received
systematic training company, even the basic knowledge of the products are
selling off now. Therefore, they are in the process of developing the market
often unscientific market planning, the goal is not clear, publicity-caliber
inconsistencies, investment policy and product knowledge on the porous
phenomenon.
As a form of market development and internal system of the lack of staff
training, marketing personnel, "fend for themselves" are serious, the staff
switched more prominent issue. This has created a much-needed corporate
personnel, extreme lack of talent but Liu Buzhu personnel situation.
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