China's UPS market sold a total of 1,635,300 units, a year-on-year growth rate of 5.3%, and sales of 3.156 billion yuan, an increase of 3.8%. Local brand Kehua Hengsheng continued to intensively in the high-end UPS market, further increasing market share.
The global economy is expected to show signs of recovery in 2010. In the next three years, with the steady development of China's economy, the growth of China's UPS market will quickly enter a warming phase. In the "2009-2010 China UPS Market Research Annual Report", CCID Consulting conducted an in-depth analysis of the 2010 China power market and proposed a response strategy.
First, product strategy: technological innovation, increase the added value of products
With the advent of the 3G era, the construction of a new generation base station and a new generation data center for financial and telecommunication networks puts higher demands on the power supply system. Under the premise of the popularity of 3G technology communication network, the increasing concentration and the increasing amount of data, UPS manufacturers must innovate technology and improve the energy-efficient performance of products. Only by introducing high value-added products or solutions, To save investment costs for users, and to ensure stable and efficient operation, we can win the trust of users.
Emphasizing green and paying attention to energy conservation has always been the focus of technological innovation in power supply systems in recent years. Energy saving is mainly reflected in the energy saving of the UPS product itself and the energy saving of the whole computer room, and the “green†is mainly reflected in improving the efficiency of the whole machine, reducing the interference to the power grid, and occupying less space and saving costs. In addition, modular UPS, networked UPS, etc. are also the direction of product upgrade. By adopting modular UPS, in addition to improving the reliability of power supply, enterprises can select modules according to current power load requirements, and when enterprises need development When expanding, companies can add the required modules to their needs. Manufacturers must maintain or even increase market occupancy in the fierce market competition, and continuous technological innovation and product innovation are necessary.
Second, the price strategy: to enhance the competitiveness of high-power products
The impact of the financial turmoil has spurred most companies to be severely tested in their survival and development. In 2009, companies significantly reduced their investment in purchasing large IT equipment. In the UPS market, especially in the high-power products market, price is still one of the important factors for users to purchase. At present, high-power products, the market price ranging from tens of thousands to hundreds of thousands, the average price is still a high level, it is very difficult for domestic enterprises, especially small and medium-sized enterprises to accept. As users demand more and more information transformation, the demand for high-power products will increase. In order to seize more high-power market, manufacturers must make great efforts in technological innovation and cost saving, and significantly reduce products. Price, to provide users with more practical and more affordable power solutions. For small and medium-sized power low-end products, the price between similar products of various manufacturers has been basically transparent, and the difference is not big. The price factor is not very sensitive among the user's purchase reference factors.
Third, channel strategy: professional marketing, accelerate the transformation of channel construction
For different UPS products, the distribution channels are not the same. Small and medium-sized power products mainly face small and medium-sized enterprise users, and most use distributor channels. High-power products are mainly used in government, telecommunications and other industries, and more direct sales and systems are used. Specialized distribution is a trend in channels such as integrators. With the increasing market demand for medium and high-power products, and with the fine management of data centers and computer room products, higher requirements are imposed on the overall solution of UPS, and the one-stop service mode is increasingly being used by users. attention. It is expected that in the future, the UPS sales model will shift from “single product sales†to “full-service power supply and management solution promotionâ€, and the importance of system integrators in the UPS market sales channel will become more and more prominent.
Fourth, the sales strategy: dialysis demand growth point, take advantage of the assault
The industry demand characteristics of the UPS market are obvious. Due to the construction of data centers and computer rooms, UPS applications are mainly in the four major industries of finance, telecommunications, government, and manufacturing. In 2008, the application ratio of these four major industries reached 73.2%. The consultant believes that China's UPS market will maintain steady growth in the telecommunications and manufacturing industries, while transportation, power, medical, education, logistics and other industries will become new demand growth points, and UPS products will have a higher growth in these industries. Therefore, manufacturers should seize the opportunity, take advantage of the potential assault, and strengthen marketing promotion in several key application industries.
In addition, from the perspective of geographical demand, with the “4 trillion investment†and “home appliances going to the countryside†policies to promote rural construction, the demand potential of the underdeveloped areas in the northwest, southwest, northeast, and third- and fourth-tier cities is beginning to emerge. While economically developed regions and large cities tend to mature and saturate in IT investment, manufacturers should strengthen channel construction in the central and western regions, northeastern regions, and third- and fourth-tier cities according to the overall layout, and carry out training for users, sales and service personnel. Improve the service system, thus driving its own sales growth and enterprise development.
V. Service Strategy: Provide one-stop professional service system
When UPS products move toward the overall solution, competition among vendors is largely reflected in services. While focusing on improving the traditional support and maintenance service capabilities, we should fully enhance the company's ability in professional services to form a complete service value chain including solution consulting, integration and development, training and management outsourcing services.
Focus on one-stop system service to facilitate the easy application of products; design a user-friendly, energy-efficient installation operation interface to make the product as "stupid" as possible, increase investment to train professional channel dealers, pre-sales and after-sales Service personnel, as well as a timely and effective 24-hour hotline service and a well-trained team of engineers, constitute a systematic service system. The purpose of building this service system should be to provide users with installation, operation and maintenance. You can feel easy and worry-free and save costs.
Sixth, brand strategy: to foster strengths and avoid weaknesses, enhance comprehensive competitiveness
Domestic manufacturers should make full use of local advantages to improve the level of green technology and overall solution services. First, make full use of the advantages of localization; domestic brands are more aware of the Chinese market than multinationals, and are more in line with China's national conditions in product pricing and marketing strategies, and can enjoy a series of support and support policies brought by the government. Domestic manufacturers should make full use of the price advantage, rely on the government's strong support and promotion efforts, deepen the user demand, develop customer resources, lay a solid foundation in channel construction, and enhance brand influence. Secondly, upgrading green technology capabilities, emphasizing green and paying attention to energy conservation are the focus of current powertrain technology innovation. Thirdly, improve the overall solution service level; the improvement of service level is also the focus of domestic manufacturers. With the fine management of data center and computer room products to put forward higher requirements for the overall solution of UPS, the advantages of international big brands in launching the overall solution are more prominent, but the price is often difficult for users to accept. Domestic brands must adjust their service concept as soon as possible, from upgrading a single product to upgrading the overall power supply solution, improving value-added service capabilities and maintaining service price advantages, speeding up service response, ensuring service quality, and allowing users to enjoy cost-effective one-stop service. In order to stabilize and win.
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