Power Market Outlook Analysis and Countermeasures

In 2009, 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, a year-on-year increase of 3.8%. Local brand Kehua Hengsheng continued to deepen its cultivation in the high-end UPS market, further increasing market share.

The global economy is expected to show a recovery in 2010. In the next three years, with the steady development of China's economy, the growth trend of China's UPS market will quickly enter the stage of warming up. In the 2009-2010 China UPS Market Research Annual Report, CCID The consultant conducted an in-depth analysis of China's power supply market in 2010 and proposed a response strategy.

First, product strategy: technological innovation, increase the added value of products

With the advent of the 3G era, financial and telecommunication networks, a new generation of base stations, and the construction of a new generation of data centers have put forward higher requirements for power supply and power systems. The popularity of 3G technology communication networks has become more and more concentrated. With increasing volume, UPS manufacturers must innovate technology to improve the energy-efficient performance of their products. Only by introducing high-value-added products or solutions, they can save investment costs for users, and ensure stable and efficient operation, in order to win the trust of users. .

Emphasizing green and paying attention to energy conservation has been the focus of power supply system technology innovation in recent years. Energy saving is mainly reflected in the energy conservation of UPS products and the overall energy saving of the engine room, while “green” is mainly reflected in improving overall machine efficiency and reducing interference to the power grid. It takes up less space and saves costs. In addition, modular UPS, networked UPS, etc. are also the direction of product upgrades. By adopting a modular UPS, in addition to improving the reliability of power supply, companies can choose according to current power load requirements. Modules, and when companies expand due to development needs, companies can add the required modules according to their needs. Manufacturers must maintain or even increase market occupancy in the fierce market competition, continuous technological innovation, product innovation is a must.

Second, price strategy: improve the competitiveness of high-power products

The impact of the financial turmoil has prompted most companies to face severe challenges in their survival and development. In 2009, companies significantly reduced investment in purchasing large-scale IT equipment. In the UPS market, especially in the high-power product market, prices are still important for users to purchase. One of the factors. At present, high-power products have a market price ranging from tens of thousands to hundreds of thousands. The average price is still at a relatively high level. It is very difficult for domestic enterprises, especially SMEs, to accept it. The demand is getting higher and higher, and the demand for high-power products will be more and more. In order to seize the high-power market more, manufacturers must make great efforts in technological innovation and cost savings, substantially reduce product prices, and provide users with more practical Feasible, more affordable power solutions. And for small and medium-power low-end products, the prices between similar products of various manufacturers have been basically transparent, the difference is not, the price factor in the user's selection of reference factors is not very sensitive.

Third, channel strategy: professional marketing, accelerate the transformation of channel construction

For different UPS products, their distribution channels are not the same. Small and medium-sized power products are mainly used by small and medium-sized enterprises. They use distributor channels, while high-power products are mainly used by government, telecommunications and other industry users, and they often use direct sales and systems. Integrators and other channels, professional distribution is a trend. With the increasing market demand for medium and high-power products, and with the meticulous management of data centers and computer room products, UPS's overall solution requires higher requirements. The one-stop service model is increasingly concerned by users. It is expected that in the future, the UPS sales model will shift from "single product sales" to "full-scale power supply and management solution promotion", and system integrators The importance of sales channels in the UPS market will become more and more prominent.

Fourth, sales strategy: Dialysis demand growth point, take the opportunity to attack

The industry demand characteristics of the UPS market are obvious. Since the construction of data centers and computer rooms, UPS applications have been mainly in the four major industries of finance, telecommunications, government, and manufacturing. In 2008, the application rate of these four industries reached 73.2%. Consultants believe that the Chinese UPS market will continue to grow steadily in the telecommunications and manufacturing industries, while industries such as transportation, electricity, medical care, education, and logistics will become new demand growth points, and UPS products will have higher growth in these industries. Therefore, Manufacturers should seize opportunities, take advantage of surprises, and strengthen marketing efforts in several key industries.

In addition, from the perspective of regional demand, with the “4 trillion investment” and “home appliances to the countryside” policies to promote rural construction, the demand potential of the underdeveloped regions in the northwest, southwest, northeast, and third and fourth-tier cities is beginning to emerge. While the economically developed regions and big cities tend to become more mature in terms of IT investment, manufacturers should strengthen the channel construction in the central and western regions, the northeast region, and the third and fourth-tier cities in accordance with the overall layout, and carry out training for users, sales, and service personnel. Improve the service system to promote its own sales growth and business development.

V. Service Strategy: Provide a one-stop professional service system

In the transition of UPS products to the overall solution, the competition among manufacturers is largely reflected in the service. While focusing on improving the traditional support and maintenance service capabilities, it should fully enhance the capabilities of enterprises in professional services. To form a complete service value chain including program consulting, integration and development, training and management outsourcing services.

Pay attention to one-stop system services to facilitate the easy application of products; design user-friendly and energy-generating installation and operation interfaces to make products as “fool” as possible, increase investment in training professional channels, pre-sales and after-sales services Service personnel, as well as timely and effective 24-hour hotline service and a well-trained team of engineers, form a systematic service system. The purpose of building this service system should be to allow users to install, use, and maintain. Can feel relaxed and save money.

VI. Brand Strategy: Avoid weaknesses and improve comprehensive competitiveness

Domestic manufacturers should make full use of their local advantages to improve the level of green technology and overall solution services. First, they should make full use of the advantages of localization. Domestic brands should understand Chinese markets more than multinational companies and be more in line with China in product pricing and marketing strategies. National conditions, at the same time, can enjoy a series of support and support policies brought by the government. Domestic manufacturers should make full use of price advantages, rely on the government's strong support and promotion efforts, dig deeper into user needs, develop customer resources, build a solid foundation for channel construction, and improve the brand. Secondly, improving green technology capabilities, emphasizing green, and emphasizing energy conservation are the focus of current power supply system technology innovation. Third, improve the overall solution service level; the improvement of service level is also a focus for domestic manufacturers to focus on. With the data center The refined management of computer room products puts forward higher requirements for the overall UPS solutions. The international big brands have more outstanding advantages in launching overall solutions, but their prices are often difficult for users to accept. Domestic brands must adjust service concepts as soon as possible. Promote a single product to the overall power supply of the launch Solution upgrade, enhance the value-added service capabilities and maintain the advantages of service prices, speed up the service response speed, ensure the quality of service, allowing users to enjoy cost-effective one-stop service, so as to win stability.