海尔空气能热水器靠体验经济占据市场半壁江山
上周,空气靠体中怡康发布了空气能热水器最新市场占比数据:4月份海尔空气能热水器市场占比达到了50.51%,水器山全年累计市场份额49.63%,验经居行业第一位。济占据市市场份额数据体现的场半是用户选择,而用户之所以选择海尔空气能热水器,壁江与其生产思维的空气靠体转变离不开:为用户提供高品质的洗浴体验、消费体验。水器山体验经济是验经海尔空气能热水器占据市场半壁江山的核心。
作为热水器品类里的济占据市新鲜血液,空气能热水器近两年的场半市场规模呈几何式增长,从2003年的壁江0.3亿元上升到了2015年的近百亿。空气能产业也开始出现群雄逐鹿的空气靠体局面:根据权威机构统计数据显示,空气能行业品牌数量超过了500家。水器山虽然品牌很多,验经但在这场由消费体验决定市场成败的竞技场上,很多企业已经被用户抛弃。这背后的原因,不外乎这些企业只看到了行业的利好,而没有洞悉用户体验对于产品生产的价值。
区别于传统的电热水器和燃气热水器,空气能热水器是通过吸收空气中的热量来加热水,更加环保节能。但受温度限制,北方城市冬季的低温环境很难符合空气能热水器的制热要求,这导致普通空气能热水器的用户群主要集中在黄河以南地区。而早在2014年,海尔空气能热水器就开始打破行业技术壁垒——首创二氧化碳冷媒控制技术,不仅替代对环境产生污染的氟利昂制冷介质,应用了该技术的天沐king系列空气能热水器还实现了-25℃的低温运转环境,让北方用户都能放心使用空气能热水器,不再担心冬天天气冷产品无法正常运行。二氧化碳冷媒控制技术还让海尔空气能热水器在能效、出水温度、运行噪音等多个方面实现了行业最领先,为用户提供了高品质的洗浴体验。
在消费体验至上的时代,只关注产品本身很难长期维护用户黏性,还需要更符合用户心思的消费体验来弥补。今年1月开始,海尔家用空气能产品推出了产品10年整机保修的承诺,与之相对应的是行业普遍实行3年整机质保、个别企业实行6年整机质保。海尔空气能热水器已然提高了行业准入门槛,而其从产品到服务一系列的颠覆性品质提升,也将为整个空气能产业迎来新一轮洗牌。
对于空气能热水器行业来说,体验经济不为是一种快速获得用户肯定的捷径。看海尔空气能热水器这4个月的市场表现,就能洞察出其在用户思维下的品质和服务升级是立竿见影的,这也是用户选择海尔空气能热水器的主要原因。
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