Today, with the rapid development of social economy, we have to face a serious problem: water pollution! With the rising and exposure of water pollution incidents, consumers' awareness of healthy drinking water has been unprecedentedly stimulated, which has triggered a new revolution in the drinking water industry. !
In the overall downturn of the home appliance market, water purification equipment still maintains a high-speed growth trend. According to statistics, from 2016 to 2020, the water purifier market is expected to maintain a CAGR of 47%. In 2020, the water purifier scale will exceed 139 billion yuan, which is already an invisible 100 billion market.
However, many water purification products dealers have another doubt: When I join the infinite expectation of the water purification market, I feel that it is not the case! So where is the problem?
Pain point 1: the brand is complicated and lacks industry standard specifications
The huge market potential of the water purification industry has made many companies eager for the water purification industry. Naturally, it has also led to the complicated brand of the water purification market, and the resulting product quality is uneven, price confusion, exaggerated publicity and many other chaos.
"According to incomplete statistics, at present, there are 5,000 enterprises engaged in the production and sales of water purifier products in China!" The current water purifier market is a mixed bag. On the one hand, some enterprises' water purifier products can be described as shoddy, the quality is uneven, and the water safety of users cannot be guaranteed at all. Among them, there are even some brands with certain popularity; on the other hand, quite a few enterprises use consumers to net There is a smattering of aquatic products, but there are concerns about the potential risks of drinking water quality, and deceive consumers by exaggerating publicity.
In the face of these chaos in the market, although the country has introduced corresponding measures, it has never been able to truly regulate it. As a result, consumers' trust in water purification products has been greatly reduced, resulting in the market channels of some high-quality, cost-effective new brands becoming narrower and even more difficult to continue.
Pain point 2: physical store operating costs are high and profitability is reduced
In the early days, when the gross profit margin of the water purifier was high, buy one for three days, and that one would not open for three days. Now the sales volume has dropped, and the cost is also high.
Among them, labor costs are the most prominent. Compared with e-commerce logic, there are some “extra†personnel in the traditional store mode. They actually “add value†directly to the enterprise, such as too many sales personnel, settlement personnel, cashiers, and too many drivers and warehouse managers. Personnel, the cost to the operator is very stressful.
When you settle accounts for one year, you often lose money and earn money. Some people describe it as a brick-and-mortar for the store. It is not an exaggeration. In the past few years, the fees charged by the big chain were high, and manufacturers and agents were a bit unbearable. Taobao, Tmall, Jingdong, Suning Tesco just got a little improvement, a little sales, all kinds of expenses came up.
Pain point 3: the long chain of sales chain is difficult to develop
In addition to the small volume of logistics, the water purification products are not different from other major appliances. The traditional way is also to go to the agency or even multi-level agent wholesale, retail is mainly home appliance specialty stores, agents at the same time engaged in installation and maintenance.
After the increase in the proportion of e-commerce sales, who is generally selling who installed, or the agent commissioned by the local market to install. This model is still worthwhile in large and medium cities.
However, there are too many small enterprises in this industry, and customers have short chain links, and the channels are long. After the retail business is diversified, they will not play. For example, in the water purification industry, who sells products to consumers, consumers are not clear. Which consumer is sold to, who the consumer is, and the manufacturer is confused. After the e-commerce price has depressed the gross profit margin of the circulation channel, this contradiction is highlighted.
Pain point four: after-sales service is difficult to avoid
Many distribution/agents (including many manufacturers) in the water purification industry are not enough to understand the complexity of service management, or it is not enough. It is too simple to look at the service. Strictly speaking, it is not as easy as marketing management. Service management requires a certain process, but also needs to evaluate the system, which is known to the general distribution / agents, most of the powerful distribution / agents do.
But service management is not just about this. Some key links are not easy to handle and grasp, or they are not well managed. For example, it is difficult to coordinate the processing of the service charge and the final on-site service fee. It is not necessary for anyone to manage the door-to-door appointment.
For example, the activation rate of a certain line of water purification brands in Fujian is only about 30%. In this aspect, in the sales process, in order to achieve sales, the terminal shopping guide is afraid of affecting the transaction. It only talks about the many benefits of the water purifier, but it needs lifelong maintenance for the water purifier, and it has to pay a corresponding cost, or not mention it. Let consumers mistakenly think that buying a water purifier product is once and for all. The late service is difficult to activate due to misunderstandings with consumers.
The water purifier is not a general household appliance that can be moved home and plugged in. It involves all aspects of household water pressure, so it takes a long and difficult road to solve the development of the service platform. It is not a simple burning of money. Things that can be overcome. Only the after-sales personnel constantly improve their professional knowledge, and are deeply familiar with all kinds of possible failures of the water purifier, in order to solve the customer problem in the first time.
In recent years, with the upgrading of consumption and the improvement of the quality of life, people are paying more and more attention to health and health, and the requirements for water quality are getting higher and higher. Water purifiers have become an indispensable household appliance for many families. In the future, the demand for the water purifier market must also be very substantial. As a water purifier manufacturer and agent, we must combine the actual situation of the industry with the actual problems of consumers, enhance the industry influence, good reputation and reputation, and enhance the service level, so as to continue to grow and develop in the environment of the water purification market. .
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