文|易北辰
国内外宏观经济环境影响，2019年热水器行业集体面临严峻挑战！需求萎靡、价格下行、市场乱价成为行业三大痛点、堵点。热水器行业上下游企业业绩增长承压。
一起看一组数据：
当下，热水器行业进入存量竞争时代，企业为提升自身市场份额，开始逐渐降价，行业价格战氛围浓厚，2019年燃气和电热水器销售额均出现了一定幅度的下滑。
热水器产品均价下滑明显。2019年上半年，线上燃气热水器1000~1499元价格段产品销量大幅下滑，较同期下滑9.1个百分点到30.4%；500-999元价格段产品销量占比增长幅度最大，达到12.7个百分点至26.9%；1500元以上的价格段产品销量占比均有所下降。电热水器与燃气热水器面临同样的烦恼。
另一方面，行业下行，竞争加剧。品牌集中度加强，海尔、美的、A.O.史密斯林内等头部品牌继续保持第一领先梯队，小品牌面临“自然界优胜劣汰”理论，不适合用户需求的将被淘汰，挤出效应明显。
承压之下，如何破局？
热水器行业“赛道”升级，不是趋势，而是必然！
热水器“赛道”如何升级？智能化是第一引擎！
旧地图，找不到新大陆。
传统价格战打法如同饮鸩止渴，砸的不仅是自己的饭碗，还有行业的口碑。技术竞争，聚焦消费者对健康、智能、节能、安全等需求，树立行业正念价值观、以高品质产品和服务提升消费者对热水器行业的整体体验方为正道！
比如：传统电热水器需要提前烧水才能使用，并且在使用过程中还会出现出水慢、水质不好的现象。传统燃气热水器的弊端则表现在打开热水器会先用凉水放出，过一段时间才会有热水，并且洗澡时一旦关上花洒，再打开就会出现水温忽冷忽热的情况。针对这一系列问题，各大品牌围绕着消费升级，进行着各自产品体系的调整和创新。在燃气热水器市场，具体表现在以零冷水为代表的中高端产品表现突出。而电热水器市场，主要还是在抑垢净水、倍速增容、舒适度提升、智能物联、整体热水解决方案等多元化的创新上去升级。
让人眼前一亮的是智能化的热水器可以智能学习用户习惯、自动判断用户需求、自动控制水等功能，一言以蔽之，就是热水器从“被动服务”进化成了“人工智能主动服务”，这样的体验，不仅很潮酷，还很有未来感！
而这样的进化和迭代，也让传统热水器的痛点、堵点变为用户的点赞和惊喜点不仅获得行业普遍认可，更易获得用户的主动传播。
智慧场景化服务颠覆传统热水器体验
消费者购买一台热水器，仅仅是为了洗澡吗？
表层逻辑的确如此，但底层逻辑是什么呢？而是为了满足人们日益增加的对美好用水生活的向往。很多时候，人们喜欢的不是产品本身，而是产品所处的场景，以及场景中自己浸润的美好体验和情感。
而纵观热水器行业的发展，数据和笔者的判断达到惊人的统一。
来看一组热水器市场10月整体数据：海尔、美的、A.O.史密斯稳居行业TOP3，海尔零售量份额为22.65%，位居第一，美的与A.O.史密斯拉开差距，零售量份额分别是18.11%、13.73%，相差超4个百分点。10月智能热水器销量份额占比，海尔68.32%、美的6.35%、A.O.史密斯5.19%。
在电热水器领域，海尔以28.74%的市场份额居第一，美的、A.O.史密斯分别以市场份额21.68%、15.08%分列第二第三。在燃气热水器领域，在行业整体下滑的背景下，只有海尔实现了增长，零售额、零售量同比增长分别为15.5％、22.6%。在热泵热水器领域，从零售量份额看，海尔以59.7％居首位、A.O.史密斯以20.7％居第二、格力以6.5％居第三。
行业增长承压，海尔竟实现逆势增长？为什么？
深入剖析这个数据背后的密码。答案就是：智慧场景服务。
海尔热水器的逻辑很奇葩！
不仅要卖热水器给消费者，还要让热水器“主动”“成套”的和消费者去“沟通”。
如何做到的？
举个例子，海尔有一个“净水洗”热水器，它可以远程地随时随地启动家中热水器循环预热功能，同时能将热水器加入了智慧浴室场景。这个能力解决以往智能家电领域普遍存在的“难互通”、“不主动”、“未成套”的难题。为了解决这些用户在使用中遇到的这些痛点，海尔将热水器、魔镜、牙刷、马桶、浴霸、体脂秤、空调等组合，构建了一套智慧浴室场景。想象一下，沐浴前，海尔智能热水器可以主动学习用户习惯，提前准备热水;浴后，排风扇主动除湿，毛巾架主动对毛巾烘干杀菌，体脂秤、牙刷联动魔镜主动学习用户的健康信息，并给出健康建议。 1次舒适洗浴，达到6次主动服务的智慧浴室场景也让海尔在行业整体下行的情况下仍然保持高增长。
这个数据给了笔者很多启发，还是那句老话，永远没有不好的行业，只有学习迭代不够快、进化力不够足的品牌。
同时，行业里还涌现了不少对行业未来的探索，同样值得学习借鉴。如：美的电热水器也同样面临线下市场出货困难，以及行业分销模式的变革，如今京东正在变成电热水器行业最大的分销商，美的正加速有京东的合作，扩展线上渠道的势能。海尔则在做好线上线下产品区隔的同时，开始探索线下店生存的新模式。2019年，他们在上海开出了首家“智家一号店”，打造了5000平米的智慧场景展示区，引导消费者回归线下、回归体验。
结语：
当前，属于多重技术创新叠加的变革时代，唯有以开创性的视角和思维，才能遇见一个万物皆有连接、万事皆可能的时代。
热水器行业一直是一个“笨行业”和“慢行业”，单纯靠传统经验、价格战，或者单纯靠想象力无法到达一个更好的远方。
但如何基于数据、产品、技术、用户体验，兼容并蓄，融会贯通持续创造引领时代的产品、方案和体验，就能遇见一个可期的未来！
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