From semi-finished equipment and auxiliary materials to a complete heating and comfortable home system, the comfortable home industry is destined to need more participants to meet the comfort needs of end owners. Therefore, since the comfortable home furnishing industry has transformed from extensive development to refined development, manufacturer relationships and cooperation models have also become important issues for the healthy development of the industry and brands. Especially during the three years of the epidemic, we can see that many brands have shrunk their channels and their dealers have closed stores. We can also see that some brands have expanded their territories in various cities and places and continued to buck the trend and open new specialty stores and flagship stores. The advantages and disadvantages are obvious. The good manufacturer cooperation model and strong brand strength are especially vividly reflected in small towns. For example, a few days ago, the British Baxi brand store of Longnan Kaichi Engineering Co., Ltd. (hereinafter referred to as "Kaichi HVAC") was opened in Chengxian County, Longnan City, Gansu Province. It is indeed courageous in an environment deeply affected by the epidemic across the country.
Longnan Kaichi Engineering Co., Ltd.
General Manager Niu Xinyu
Where does Kaichi’s courage come from?
Small counties also need “brands”!
In recent years, the comfortable home industry has often mentioned "channel sinking", but we have to admit that most people still focus on saturated markets such as first-tier cities and economically developed cities or third- and fourth-tier cities. Karcher HVAC went in the opposite direction. Even under the severe impact of the epidemic in the past two years, it still opened three stores in Longnan , two of which are British Baxi stores. Going against the trend, where does the courage of Kaichi Heating come from?
In this regard, its general manager Niu Xinyu said: "Although the impact of the epidemic on us is serious, the comfort needs of end owners have not decreased. Whether it is for equipment brands or HVAC companies, Professional capabilities have higher requirements than before. This is the main reason why we still insist on opening specialty stores despite the epidemic.” Since entering the HVAC market in 2015, Karchi HVAC’s growth experience can be said to be the epitome of the sophistication of the HVAC industry.
In 2015, the EU Erp directive was officially implemented, which not only brought China's heating market into the condensation era, but also brought China's comfortable home market to a refined development stage that emphasizes brand, technology, team and marketing. At the same time, in my country's northwest market, the popularity of gas pipelines in county-level areas also allowed Mr. Niu, who was deeply involved in other fields at that time, to see the market's rising heating demand, and turned around to invest in it. By improving technology and popularizing the concept of gas household heating, he deeply explored the comfort needs of small counties. It has been more than seven years now. Although it focuses on the county-level market, Kaichi HVAC has not lowered its requirements for itself. "Our team is constantly improving. From front-line sales, to installation to after-sales personnel, we are constantly accepting more advanced concepts and professional knowledge. By strengthening our personal capabilities, we provide end owners with full-process professional, humanized and personalized services to build our own reputation." said Mr. Niu. It is worth noting that in the details of this professional image and reputation building, Kaichi HVAC has many "fans" in the local area. "The referral rate and repurchase rate of old customers are as high as 50%." It is a well-known local HVAC company worthy of its name.
In addition, Kaichi HVAC also attaches great importance to leveraging the influence and soft power of well-known brands. "Like consumers in other regions, terminal owners of Chengxian attach great importance to major brands, so we pay special attention to the inspection and selection of partners." Mr. Niu said that British Baxi, as a world-renowned comfortable home brand, has won wide recognition from consumers for its excellent quality and high brand reputation. From pre-sales solution support, in-sale installation guidance to timely after-sales support, Baxi’s professional team has become Karcher’s solid backing. “Joining hands with big brands and improving the team in all aspects from professional concepts, technical craftsmanship, after-sales service, team building, etc. can meet the dual requirements of end owners for the strength and reputation of HVAC companies.”
Advanced cognition of trend leaders:
“Condensed” markets are not just big cities.
brings new concepts, products or technologies to blank markets. People, we can all become local "trend leaders." For example, British Baxi and Karcher HVAC.
Since "condensation technology" has attracted attention in the Chinese HVAC industry, British Baxi has actively spread related technologies and concepts in the industry, and emphasized its role in energy conservation and carbon reduction. Facing the leadership of future trends. It should be noted that the promotion of "condensation" by British Baxi is not limited to high-end markets and economically developed areas. Instead, it adheres to the brand concept of "lower carbon, happier life" and promotes this advanced technology and products to every corner that requires heating. In 2018, the policy-led "coal-to-gas" project took off across the vast northern region, ushering in the era of gas-based household heating in the rural market. However, what is different from other places is that the "coal-to-gas" transformation in Chengxian County is not led by the government, but is regulated by market means to prevent it from becoming a dumping of some low-end products and obsolete products. ensures healthy and advanced market competition. This provides a high-quality environment for the development of condensation technology in the county-level market. At the same time, with the help of the "coal-to-gas" policy to promote the gas-fired household heating system , Mr. Niu and the Kaichi HVAC team did not blindly seize the market. Instead, they saw the future of concepts and technologies such as "energy saving and environmental protection" and "green and low carbon", and actively promoted the healthy upgrade of the market. This coincided with the Baxi brand. The promotion focused on the most advanced technology and equipment on the market - condensing wall-mounted boilers, and became the pioneers of the condensing market in Chengxian County.
Therefore, we can see that in 2021, when the "double carbon target" is widely implemented in various industries, with the all-round assistance of Baxi and its operator Xiderui team, two British Baxi stores were opened in Xihe County and Chengxian County, Longnan in less than two years, serving end owners with a more professional image, truly sinking the channels of high-end products, and gaining high recognition from the terminal market. “Our ability to continuously open specialty stores in county-level markets is inseparable from the support and guidance of the Xiderui team. Their accurate grasp of low-carbon trends has also been certified in the past two years of cooperation. Therefore, our market reputation, industry status and professional image have been greatly improved. Under the epidemic environment, walking with Baxi, we feel safe and secure in every step we take. "Mr. Niu said.
We always look forward to miracles in difficult times. Perhaps just "moving forward" can give us great hope and help. Just like Kaichi HVAC, which still bravely opens a new store in the face of adversity. Instead of saying "brave", it is better to praise "strong" - strong, truly high-quality brands are always the most solid backing for partners; strong Today, truly advanced concepts will not stop moving forward due to the external environment; the strong point is that Kaichi HVAC has a long-term vision in its long-term cooperation with Xiderui and British Baxi, and does not blindly pursue "bigness". It will also promote "condensation" in small counties... We cannot say that the market here will be as good as big cities with the cooperation between Kaichi HVAC and British Baxi, but it will definitely be prosperous and create a "big future" in the "small market"!
