Water heater industry advertising situation survey

According to the statistics provided by the Beijing China Enterprise Market Research Center's advertising monitoring system, in the past XX years, a total of 255 brands in the industry have published 10,524 water heater advertisements in 279 newspapers and magazines across the country. 637.288 million yuan, a decrease of 0.01% compared with XX years, basically hit a tie.

The number of brands is unparalleled

In the current home appliance market in China, the number of brands in the water heater industry is unmatched by any other home appliance category. Statistics show that there are 177 water heater brands participating in print advertising in XX, which is already in the hands of the entire home appliance industry. However, in XX, 78 new brands competed. Among them, there are domestic home appliance brands such as Midea, Changhong and Konka, as well as many regional small brands, and there are also many well-known foreign brands that have entered the water heater market in China, making the water heater market with low brand concentration is even more noisy. It is these new brands of influx of water heaters that have concealed the decline in the advertising of old brands. In fact, in XX, there were quite a few water heater manufacturers that had a considerable scale. The cost of print advertising was significantly lower than that of XX: the cherry blossom XX, which ranked first in the water heater industry's flat advertising cost list in XX years. The year dropped by 67.02%, the duckling fell by 44.29%, Bosch fell by 52.48%, Aucma fell by 33.25%, Vantage fell by 43.76%, and Kelon dropped by 54.08%... In contrast, brands such as Huangming, Brilliant, Hengre, Tsinghua Sunshine, Shanghai Energy, and Culter have significantly increased their advertising efforts this year. Among them, the creative advertising fee for the XX year is only It was 69,500 yuan, and in XX it rose to 964,800 yuan, an increase of 1288.2%. The dramatic change reflects the company's desire to make a big and strong force in the water heater market. Statistics show that the brands that show a downward trend in advertising costs are mostly enterprises that produce gas water heaters. The rising trend is mostly based on the production of solar water heaters.

Among the top 10 brands in the water heater industry's flat advertising advertising costs, only Ariston, Hengge, and Bosch are foreign brands, which is quite different from the lineup of foreign brands in the mobile advertising and color TV industries. The statistics show that the 10 water heater brands XX annual print advertising costs totaled 31,736,700 yuan, accounting for 49.78% of the total cost of print advertising in the whole industry, of which the Huangming family's print advertising costs accounted for about the industry. The total cost is 15.73%, and the lead is obvious. In addition, the Australian brand Hengchao, which entered the Chinese water heater market in 1996, is the water heater manufacturer that has recently entered the top ten rankings. In XX, the cost of print advertising was 585,000 yuan, and in XX, it rose to 2,452,200 yuan. The increase of 319.18% of advertising costs and Ariston go hand in hand.

In the XX annual water heater industry print advertising, there are 95 electric water heater brands, 44 gas water heater brands, and 124 solar water heater brands. Both solar water heaters have absolute advantages in terms of brand quantity and advertising costs. From the perspective of advertising volume, electric water heaters have shown steady growth, and gas water heaters have shown signs of decline.

Water heater advertising focus on the north

The advertising strategy is very different for each brand's hobby. In the water heater industry in XX, although the brand strength of the strong financial strength is relatively large, it can be seen that some famous foreign brands still maintain a certain amount in the water heater advertising. Low-key, such as ao Smith, Panasonic, etc., although they expressed their determination to become a leader in the Chinese water heater market, and continue to increase capital in China's production line, but from the recent advertising, it has been very modest, not warm The fire is always in the second group.

In the XX water heater industry print advertising, the German brand Bosch's advertising gold content is the highest average of advertising costs and delivery times, a total of 1,515,100 yuan, 57 ads, the average gold content is 20,300 yuan. / time. The domestic water heater brand Creatt XX year's print advertising fee is 964,800 yuan, a total of 1769 advertising, is the industry's largest number of print ads, but the advertising gold content is the lowest, only 0.05 10,000 yuan / time, far lower than the average of the industry's print advertising costs, and the form of advertising is a single, are bar flowers. Cult's product marketing with intensive small advertisements is obviously different from other brands' advertising strategies, forming its own advertising features, which is unique in the print advertising of the entire home appliance industry, and its market effect needs further verification. .

From the perspective of advertising in the water heater industry in various administrative regions, the three regions of East China, North China and Central China are the most heavily placed, and the sum of the delivery costs accounts for 63.43% of the industry's print advertising costs. From the perspective of the provinces where the print advertisements are placed, the key areas for the print advertising in the water heater industry in XX are Shandong, Beijing, Hubei, Liaoning, and Guangdong, with the largest number in Shandong, with a total cost of 6.14 million yuan. The main brands are Huangming, Haier, Aucma and Xiaoya, and the cost is more than 500,000 yuan. Moreover, these four brands are all local brands in Shandong Province, and their competition is fierce and comfortable.

In XX, the province with the least amount of flat-panel advertisements for water heaters was Tibet. The annual advertising fee for printing was only 0.74 million yuan. It is gratifying that the amount of print advertisements in the northwestern region of China's water heater industry in XX increased from 2,160,100 yuan in XX to 3.914 million yuan in XX, an increase of 81.2%. People are scratching. Experts from the Beijing China Enterprise Market Research Center believe that this huge increase reflects from a side that with the acceleration of the pace of China's western development, it has effectively promoted the steady growth of market demand in the western region, and the growth of such consumer demand is not only Limited to the water heater market, but the full range of demand for the entire home appliances, is a market full of broad development prospects.