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style="color:#333333;font-family:"font-size:16px;background-color:#FFFFFF;">過去幾個月，突發的新冠病毒橫掃全球，全行業都受到了不同程度的影響，作為功能型安裝類家電，疫情對熱水器市場的影響在一季度已初見端倪。但困局之中同樣蘊含機遇，疫情加速了線上線下融合，也倒逼企業、渠道商、經銷商們積極轉型創新，通過“內外兼修”來滿足新市場環境下用戶不同使用場景中的健康熱水需求。</span></span> </p> <p style="text-align:left;"> <span style="font-size:14px;">疫情無情企業有情，行業熱情與剛性需求仍在<br /> <br /> 2020年，受市場不振和新冠疫情雙重影響，熱水器市場一季度整體下滑幅度較大。根據奧維云網數據顯示，今年一季度，國內電儲水熱水器零售額規模47.3億元，同比下滑32.5%；零售量415.6萬臺，同比下降23.7%。燃氣熱水器零售額規模36.2億元，同比下降48.1%；零售量193.2萬臺，同比下降39.9%。<br /> “雖然市場出現一定程度下滑，但相較于其他行業，熱水器的消費需求仍然是比較穩健的?！敝袊译娋W近期的采訪調研中，相關熱水器企業紛紛表達類似觀點。因為首先熱水器本就屬于剛需產品，每個組織、家庭、個人都需要熱水洗浴。其市場剛性需求長期存在，加上相關熱水器企業對疫情防控工作的大力支持，以及渠道加速裂變之下市場環境、渠道結構以及消費行為發生變化，熱水器線上市場再度迎來發展機遇。<br /> <br /> 根據京東大數據顯示，2020年1、2月份受到疫情影響，京東平臺熱水器零售量同比增幅收窄，但可喜的是3月中上旬開始恢復，整個一季度熱水器銷售額同比微增7%。尤其因為4-6級市場占比提升，更具性價比的熱水器產品銷量大增，一季度京東平臺熱水器銷量同比增長27%，尤其安裝便捷度較高的電熱水器產品線上增長更為明顯。京東家電事業部廚衛電器品類策略部總監楊睦巍表示，從近期數據表現來看，燃熱產品的銷售也在逐漸恢復，尤其除華北以外的華東、華南、華中、西北、西南、東北等區域同比都開始恢復增長。疫情之下，民眾對于熱水清潔反而愈加重視，這擴大了消費者對于熱水器產品的需求。<br /> </span> </p> <p style="text-align:left;"> <span style="font-size:14px;">創新升級煥新在即，健康沐浴普及化<br /> <br /> “沐浴是醫生治療的一個很重要的手段”，中國中醫科學院廣安門醫院主任醫師肖月星就稱，添加一些化學或者天然藥物合成的中醫藥沐浴，對疾病治療能夠起到很好的作用。知名旅游博主吳婧嫻則提到，安全放心又舒適的沐浴是她在舟車勞頓的旅行中最為關注的要素之一。她坦言，在外出旅行選擇住宿的時候，十分看重住宿的洗浴條件，有浴缸或者溫泉就很加分。如果未來的熱水器、未來家庭沐浴環境，能夠給人們日常就提供溫泉澡這樣的支持，那將是一件令人無比期待的美事。<br /> 體現在熱水器市場，根據本次調研中熱水器企業反饋的用戶調研信息，早幾年消費者對如電熱水器類產品更多關注的是安全、小體積、速熱、大水量、節能等功能，“健康”是排在前五位之后的。但隨著近幾年消費教育普及和今年疫情爆發以來健康消費觀念的推廣，消費者對熱水器產品的健康功能需求已經上升到TOP3（前三位）。</span> </p> <p style="text-align:left;"> <span style="font-size:14px;">“受疫情影響，人們對帶有健康、清潔、殺菌等功能的熱水器、凈水器等產品的關注有了大幅提高，這是一種消費升級的驅動?！苯】抵黝}的家電正在“大勢向好”，這定會推動企業加大對健康屬性產品的挖掘和拓展。經過這段特殊時期，消費者健康意識進一步提升，更加關注生活品質，對居家環境的要求也更高。<br /> <span style="color:#333333;font-family:"font-size:16px;background-color:#FFFFFF;">除了家庭沐浴用水對健康功能需求有所提升外，疫情期間，在工程版塊，如醫療、學校、酒店等領域，對于熱水的使用要求和標準也有相應的提升。</span><br /> </span> </p> <p style="text-align:left;"> <span style="font-size:14px;">“我看到疫情期間家電同仁沒有怨天尤人，而是積極想辦法去克服困難。從疫情初期通過多種渠道進行清潔抑菌類熱水器等物資捐贈，到疫情期間積極開發具有過濾、軟化水等功能的健康熱水器，以及在線下銷售受阻時積極進軍線上，通過帶貨直播等新模式破解銷售難題”，中國家用電器協會副理事長徐東生對疫情期間熱水器等家電企業作出的積極貢獻表示肯定。疫情讓消費者更加注重健康沐浴，也讓企業認識到黑天鵝事件的威懾力，徐東生相信以后企業們會更加去管控經營風險?！啊林蹅扰锨Х^，病樹前頭萬木春?！咔榭倳^去，我相信熱水器行業經歷這次洗禮，一定會行穩致遠?！?/span> </p> <p style="text-align:left;"> <span style="font-size:14px;">大浪淘沙內外兼修，方有一席之地<br /> <br /> 隨著國內復工復產行動穩步推進，如今，疫情帶來的負面影響正在逐漸向好，部分省市也相繼出臺刺激消費的政策?；诋斍靶蝿?，相關熱水器企業以及渠道商、分析機構普遍預測，隨著五一黃金周以及618等促銷節點來臨，熱水器行業或出現拐點，下半年預計較2019年同期持平或略有下滑，但線上渠道的占比較去年同期應該增長較大。<br /> <br /> 與此同時，疫情也將推動品牌進入大浪淘沙時代。調研中的大部分熱水器企業紛紛表示，熱水器行業競爭依舊非常激烈，但主流品牌的抗壓能力將愈加凸顯。另外，市場低迷時期，更需要企業內外兼修。不僅要提升產品研發能力，優化渠道結構，提升售后服務能力，同時也要提升品牌形象，維護用戶對品牌的認知度。<br /> “熱水器市場競爭將更加激烈，頭部品牌加速洗牌策略，中小企業生存更加艱難?！眲⒄治?，在這種市場環境下，唯有提升自身運營能力，降低營銷成本，回歸營銷的本質，重點發力產品升級，精準定位，做能滿足用戶根本需求的產品，同時在營銷模式上創新，提升用戶購買環節的體驗感、滿足感。<br /> <br /> 企業經營效率的優劣決定著銷售情況的好壞，面對未來愈加激烈的市場競爭環境，齊慕認為，企業需要優化各個經營環節，提高經營效率，降低經營成本。除此之外，企業需調整營銷模式，重視新零售的開發，比如直播帶貨等?！氨敬我咔?，讓‘人人直播’、‘娛樂經濟’成為新的生活方式，只要內容優質，都會獲得大家的認可、點贊、互動，甚至產生經濟價值?！?，盛保敬稱海爾現在也有云眾播平臺，“從終端中來，到終端中去，匯聚我們一線市場、研發、企劃、營銷的智慧，總結創新形式?！?br /> <br /> 從消費者角度來看，如何提升消費者的前段購買欲望及購買力、如何增加產品對消費者的吸引力，產品如何能夠更好的滿足消費者使用需求，是當下激烈的市場競爭中提升品牌份額的突破口之一。尹忠認為，企業需要不斷去挖掘消費者的需求和痛點，然后集中去攻克它，這樣消費者才有可能為相應產品的利益點買單和更新換代?！盁崴髌髽I真正要做的兩個最核心的東西，”胡廣文表示一是把供應鏈、產品、服務做好，二是把渠道布局做好，以更便捷的方式將好的產品和服務送達消費者。從長期來看，能率（中國）投資有限公司副總經理蔡文杰也認為，品牌影響力，產品質量、服務質量是企業穩定發展的源動力。<br /> <br /> 熱水器產品從發展周期來看處于成長后期，普及率相比成熟期大家電品類較低。根據奧維云網數據統計，目前熱水器城鎮市場的百戶擁有量為97，農村市場百戶擁有量為69，主要為煥新需求主導市場?；诖?，奧維云網廚電事業部總經理劉大任預判，具有健康功能的熱水器產品的結構占比會逐漸增加，會在一定程度上調整現有熱水器銷售結構。隨著新型城鎮化的持續推進，行業前景相對較好?！斑@時候，哪個品牌在當下能夠把握這個很好的契機，就能在后續市場拔得頭籌?！?br /> <br /> “在行業面臨壓力情況下，企業抗風險的能力是最關鍵的。是否有足夠的創新能力、管理效率，供應鏈、渠道結構是否較完善，如果有短板在壓力之下都會暴露無遺?！敝袊译娋W總編呂盛華強調，行業與市場壓力加劇時，更為考驗企業抗風險能力和韌性。<br /> <div style="text-align:center;"> <img src="/images/up_images/9758550897582005975808.png" alt="" width="266" height="266" 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