In 2015, affected by the macroeconomic downturn, the real estate market is still weak and other factors, the demand pull force of the two major water heaters, namely, the newly opened residential areas and commercial business houses, was obviously insufficient, and the growth rate of heat pump water heaters began to slow down. Under such a background, how did the industry and enterprises prepare to speak out? In 2016, can the heat pump water heater take advantage of the trend?

Slowing growth, enterprise transformation

Industry online data shows that since 2010, except for a short-term correction in 2012, the heat pump water heater has been on the rise. In 2015, the growth rate of the heat pump water heater slowed down again. In 2015, the total sales volume of heat pump water heaters was 6.167 billion yuan, with a year-on-year growth of 4.72%; The domestic sales volume was 5.017 billion yuan, with a year-on-year growth of 3.68%%; The export volume was 1.15 billion yuan, up 9.51% year on year.

In the past year, the air energy industry began to bid farewell to the extensive development stage. Influential enterprises consciously strengthened brand building, selected and expanded product lines, and improved the layout and construction of channels while doing large-scale business. Among the household appliance giant brands, Gree uses "DC frequency conversion technology" to lead the upgrading of air energy technology; Midea continues to build momentum for the "enamel water tank" and stage the "steel smashing action". The trend of upgrading the water tank materials in the heat pump industry has become irreversible.

In 2015, the sales of Midea and Gree exceeded 1 billion; Haier's air energy water heaters achieved a high growth of 45.39%. Haier pointed out that in 2016, Haier's domestic air energy water heaters will receive 10 years of free repair service, promoting the upgrading and transformation of after-sales service policies in the industry. Among professional air energy brands, Zhongguang Otes added nearly 100 after-sales service network centers in 2015, and set a new service benchmark among professional heat pump brands through after-sales service upgrading; Nuente has deeply rooted its brand in people's hearts through such strong marketing models as "polar mode" and "high-speed rail"; Tongyi Air Energy continued to launch its advertising communication strategy, invested heavily in CCTV, online video, high-end outdoor media, etc., and further occupied the promotion commanding heights.

High volume prospects in 2016

In 2015, the heat pump water heater industry continued to grow under the appearance of slower development. In the future, heat pump water heaters will eventually turn the tide and usher in development. In the whole process, policy support and industry strength are undoubtedly strong supports. On November 25, 2015, the leader of the Science and Technology Department of the Ministry of Housing and Urban Rural Development pointed out that it is planned to include air heat energy into the scope of renewable energy, and give priority to include air source heat pump water heaters (machines) into the scope of technology implementation. On February 29, 2016, Fang Qing, Secretary General of China Energy Conservation Association, made a speech and read out the document establishing the "China Air Energy Industrial Base" and awarding the license, which also officially announced the birth of China's first air energy heat pump industrial base.

As a new force in China's energy conservation and environmental protection industry, the establishment of the renewable energy and heat pump industry base for air sources shows the country's concern and recognition for the air energy industry, which gives greater confidence in the development of the industry, and also provides favorable conditions for air energy products to gain more national attention in the future.

In 2016, with the support of powerful policy forces and the initial reshuffle and exploration of the industry in the past year, the prospect of the air energy industry is bullish, and the momentum of rapid development has shown signs from the ambitious annual plans of various enterprises. It is estimated that the growth rate of heat pump water heater will rise somewhat in 2016, with a year-on-year growth of about 10%; In addition, as large brands such as Gree, Midea and Haier expand their market share of home computers through brand effect and perfect channels, and small and medium-sized enterprises have moved to the commercial computer market, home computers will be more and more affected by large brand enterprises, and the brand effect will become more and more prominent.