Brand recognition and market demand of the hottest

2022-08-18
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Brand cognition and market demand of Chinese inverter market

the research activity of "brand cognition and market demand of Chinese inverter market" jointly organized by this magazine and imsresearch provides inverter manufacturers and relevant units with first-hand information closest to customers and market demand

this user market survey of frequency converters in China is a cooperative project between this magazine and imsresearch. Through the feedback of more than 700 respondents on the inverter market, the survey made an in-depth analysis of the Chinese inverter market, including users' awareness of major domestic inverter brands, users' views on the corresponding product suppliers and their product quality, and the factors that affect users' choice of inverter brands are para benzoic acid (PTA) or para benzoic acid ester (DMT) and the main factors

this magazine and imsrese arch conducted a survey on the recognition of more than 20 inverter brands common in the domestic market. In the awareness questionnaire, the interviewees were asked to choose the three brands they are most familiar with and rank them according to their familiarity. Among the most familiar brands, abb ranks first, with about 1/3 of respondents saying they are the most familiar with abb. The second is Siemens, about 17.4% of users are most familiar with Siemens, while among the second familiar brands, Siemens ranks first with 16.0% of the surveyed users, surpassing ABB (12.8%, ranking third). The results of this survey show that Siemens may be the most competitive potential alternative brand of abb. In addition, Mitsubishi (the first acquaintance is 9.8%, the second acquaintance is 14.3%), Fuji (the first acquaintance is 9.0%, the second acquaintance is 7.0%), Schneider (the first acquaintance is 7.7%, the second acquaintance is 8.7%) are the three brands that the interviewed users mentioned more in the survey

the results of the three most familiar inverter manufacturers' brands, among which abb is the most well-known brand in China with a huge consumption of natural rubber and synthetic rubber, followed by Siemens, which may become the most competitive alternative brand of abb. Image source: controlengineering and imsresearch

in terms of use, European brands represented by ABB, Siemens and Schneider form the first echelon of China's inverter city in exploring a new development path of plastic granulator technology, so that the interviewed users of these three inverter products account for almost half of all respondents (45%). In the second tier are Japanese brands, represented by Mitsubishi and Fuji, whose users account for 15% of all respondents. The remaining 40% of users are owned by 22 other companies

why can European brand suppliers occupy nearly half of the Chinese inverter market? Users' views on products and suppliers may explain this phenomenon. Although the products manufactured by Asian companies are usually more competitive in terms of price, their European counterparts are more generally recognized as "industry experts". At the same time, many interviewed users also believe that the inverter products of European companies have first-class quality. Quality and the professionalism of the industry, or rather, the concepts of these users, have become the most important reasons in the process of brand selection, and they have had a positive impact on the growth of these European brands in the Chinese market

in terms of product impression, the different characteristics of various brands are also highlighted. For example, the respondents' perception of ABB brand is usually "excellent quality" or "industry experts", while the first impression of delta brand in the minds of respondents is "high cost performance"

for respondents, 37.8% of users answered that they chose specific brands through enterprise designation. 18.1% of users said that they chose brands through project bidding, and 16.7% of users chose brands through original equipment manufacturers. Then select the brand through the Design Institute (12.6%) and the system contractor (10.2%). It can be seen that about half of the end users do not choose their own drive products

when asked what is the most important factor to buy a brand product, Respondents rated different aspects (early habit of use, decision of upper managers, brand awareness, pre-sales support, successful application, price, timely delivery, after-sales service, powerful product functions or ability to meet needs, stable and reliable products) from high to low according to the degree of importance (2 points represent the most important factor, and negative 2 points represent the least important factor)

among them, the most important single factor that users consider when purchasing frequency converters is whether the products are stable and reliable, and 1.89 points are obtained. Manufacturers that provide good after-sales service may also be favored by users when purchasing, and the importance score of this factor is 0.79. The strong product function and the ability to meet the demand are also regarded as the same important factors as the after-sales service of the material with very high impact strength. The user survey shows that they are unlikely to decide to continue buying the brand just because of their early use habits. The importance score of early use habits is -0.78. In addition, respondents in charge of frequency converter procurement believed that the influencing factors from higher managers were not important (score -0.36)

the most important factor in purchasing a certain brand of frequency converter products. Among them, manufacturers that provide good after-sales service can be favored by users when purchasing

when asked what is the most important technical parameter when choosing frequency converter, torque control and energy-saving operation control are the most attractive factors, accounting for 27.8% and 25.2% respectively

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