Zhejiang Nachuan New Energy Dialogue Heat Pump Journal
Perseverance and Watch in the 2022 Heat Pump Drying Market Transformation, Special Topic 2
Strategies for coping with the epidemic in Nachuan New Energy, Zhejiang Province
Affected by the epidemic, the overall Chinese economy has been greatly impacted, and the heat pump drying industry, as an integral part of economic life, will definitely find it difficult to stand alone. The impact is inevitable. However, in the face of such an impact, everyone still holds a generally optimistic attitude towards the future of the industry, believing that the impact of the epidemic on the drying industry is controllable.
Danger and machine always coexist, overcoming danger is machine, and this is also true in the heat pump drying industry. So how can we capture and create opportunities from the current crisis and difficulties, and turn danger into opportunity? The second dialogue of the special topic "Persistence and Watch in the 2022 Heat Pump Drying Market Transformation" planned by "Heat Pump" magazine, with Liu Hongcheng, General Manager of Zhejiang Nachuan New Energy Technology Co., Ltd., explores how to think appropriately, make correct decisions, and dispel doubts about enterprise development.
During the interview, Liu Hongcheng, General Manager of Zhejiang Nachuan New Energy Technology Co., Ltd., expressed his views on the following issues:
1. As a professional brand of heat pump drying, what are your company's advantages?
The advantages of Nachuan Company are reflected in three aspects: manufacturing capability, market foundation, and enterprise positioning. One is the manufacturing capability. The Nachuan factory has achieved independent matching of sheet metal, two parts, copper pipes, spraying, and other components, which can effectively control product quality and cost. The second is the market foundation. Kaidi Refrigeration, a well-known enterprise in the refrigeration and refrigeration industry of Nachuan's parent company, has distributors throughout the country. Most of these refrigeration and refrigeration distributors have project needs in the field of heat pump drying. Thirdly, the company's positioning is that Nachuan not only sells drying equipment, but also serves as a system integration service provider, which is the overall positioning of the company. We provide customers with comprehensive supporting services such as host manufacturing, drying room design, cost budgeting, and drying processes. The products and processes in the drying industry are mainly non-standard. The company has launched "integrated" and "standardized" products, such as box integrated drying equipment, which can truly achieve installation free and power on use after the product arrives. This is developed according to customer demands and can solve dealer pain points. This is our attempt to find "standards" in non-standard products, and it is also a place that needs to be further strengthened and continuously strengthened.
2. What do you think of the premature "internal competition" in the heat pump drying industry? How to break the "internal competition"?
The phenomenon of "involution" in low-priced competition can be seen everywhere in various industries, and it is not surprising. The essence of "involution" is the lack of innovation and severe homogenization, reflected in multiple aspects such as product, technology, and market development. Mature products often struggle in the red ocean, and they can only compete on price. How to break the phenomenon of "internal competition"? Firstly, efforts need to be made in research and development. Nachuan has a new product plan every six months, and I will assign necessary tasks to the technical department. We must make progress and breakthroughs in engineering, application, or effectiveness, and launch higher quality new products. Secondly, it is necessary to explore segmented markets. The scope of drying is too broad, and everything can be baked. However, if everything is baked, nothing can be baked well. Nachuan is targeting several key industries or sectors and will focus on breaking through and showcasing Nachuan's brand characteristics in the future. The third is to practice internal skills well and be ready to take action. The economic environment cannot improve in the short term, but I can deeply feel that the government's support is currently increasing, especially in agriculture, forestry, and fishery. The industrial energy iteration involves the conversion of coal, oil, and gas to electricity, bringing huge business opportunities to the heat pump industry. The operation of industry associations in various industries is mature and has played a good role in promoting industrial upgrading. Nachuan attaches great importance to maintaining close communication and cooperation with industry associations, and now is the stage of practicing internal skills and other skills.
3. Can enterprises in the heat pump drying industry establish a "moat"? What will be your company's future "moat"?
It is difficult to establish a "moat", just analyze the market of "coal to electricity". Nachuan has also created many original patented technologies, but most of the technology in the entire heat pump industry is like a piece of paper, breaking at a glance. If an enterprise wants to establish a "moat", it must be based on reality and combined with its own characteristics. Either control the product cost very well, and the quality of products at the same price is better than that of peers; Either master the core technology and develop energy-saving champion products, or establish a "moat" in terms of modes, services, and other aspects. For Nachuan, our "moat" will be centered around the regional market, and the company has done a lot of work in a certain region, field or industry, which is actually establishing a "moat".
4. What are the main difficulties faced by drying enterprises? What are the key words for the current development of drying enterprises or industries?
From the perspective of drying enterprises, one of the difficulties is that the drying volume is difficult to expand, unlike hot water and heating, which can be centrally tendered and standardized. The demand for drying and engineering projects are too scattered, with a variety of products that require too much effort. Therefore, some companies in the industry that do drying have started to intervene in heat pump heating and hot water, but personally, I believe that it is difficult to enter this red ocean market at present. The second difficulty lies in the scarcity of professional talents in heat pump drying, which takes a long time to cultivate a drying technology talent. People who understand drying design and have application experience are even rarer. The third difficulty lies in the lack of breakthroughs in core technologies, such as heat attenuation in low-temperature conditions, and high-temperature drying exceeding 85 ℃, which all have technical bottlenecks. Other technologies such as CO2 and cascade are either too expensive or have low energy efficiency, and without cost-effectiveness, they are not very meaningful. If these technological bottlenecks can be overcome, it will be a blue ocean. The key words for the current development of drying enterprises or industries are just two words: "hold on". The economic environment is not good, and many companies will definitely fall in the next two years. I hope heat pump companies can persist.
5. How do you view differentiated competition? Does your company have a differentiated layout?
Differentiated competition is necessary, only differentiated competition can break through internal competition. Nachuan is also seeking a path of differentiated competition, such as in some segmented fields and local areas, seeking ways to break internal competition, gradually laying out differentiated markets, truly gaining popularity, becoming a representative brand, and contributing to industrial upgrading. Nachuan has a prominent feature, which can be seen from the first impression of the equipment. We design agricultural products according to industrialization, and the equipment has a beautiful appearance, solid materials, and excellent brand recognition, which can give users a good emotional understanding. In addition, channels are also one aspect of differentiation. The Kaideli brand has more than 20 years of accumulation, great brand influence, and high market recognition. We will explore the demand for heat pump drying in the existing cold chain channel merchants and dealer groups, and combine cold and hot, which is a logical process. At present, in addition to intensive cultivation in the traditional agricultural, forestry, and fishery markets, we are also focusing on the industrial dehumidification and drying market. We have also carried out some large-scale energy transformation projects for state-owned enterprises and listed companies, which is also an important direction for our future efforts.
The current volume of heat pump drying is not large, but its future prospects are broad, which is a consensus in the industry. Some enterprises pursue small and unique, small and refined, small and beautiful, small and strong, and continue to develop towards "vertical deepening"; Some companies are also trying to find "standards" in non-standard products and developing towards "mass production". At the same time, most practitioners view the phenomenon of "internal competition" with a calm mind, but do not support vicious low price competition, believing that its disadvantages outweigh its benefits. The natural attributes of the heat pump drying industry determine the inherent characteristics of differentiated competition among enterprises, that is, most drying enterprises have their own characteristics. The concentration of heat pump drying brands is not high, and market competition is far from intense. The industry and enterprises are also becoming more standardized and mature. We believe that as long as we overcome difficult times, with the development of the industry, heat pump drying enterprises will truly present a flourishing scene of "a hundred flowers blooming".
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