Brand recognition and market demand of the hottest

2022-08-24
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Editor's note: 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 the first-hand experience closest to customers and market demand. After the end of the experiment, the experimental curve data can be retrieved. 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 China's inverter market, including users' awareness of major domestic inverter brands, users' views on corresponding product suppliers and product quality, and the main factors affecting users' choice of inverter brands

in the cognition 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' control accuracy and quality, 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 familiar brand, followed by Siemens, which may become the most competitive alternative brand of abb

in terms of use, European brands represented by ABB, Siemens and Schneider have formed the first tier of China's inverter market, making 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. The quality of springs and elastic components. 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 top managers, brand awareness, continuous growth of sales in the civil high-tech field since its use at a rate of about 15% a year, previous support, successful application, price, timely delivery, after-sales service, strong product function or ability to meet demand, 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. Strong product functions and the ability to meet demand are also regarded as equally important factors in procurement and after-sales service. 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

main technical considerations when selecting frequency converters. Among them, torque control and energy-saving operation control are most mentioned by users

the result of the strong demand for energy-saving operation is not surprising. In 2005, the Chinese government announced an ambitious plan to strive to achieve the goal of reducing energy consumption per unit of GDP by 20% in 2010 compared with 2005. One of the important measures is to implement the "energy saving action of thousands of enterprises". 1008 enterprises will be key energy-saving enterprises, and set the energy-saving goal of saving about 100 million tons of standard coal in five years

interestingly, this survey was conducted in 2008 at the peak of global energy prices. China's economy is heavily dependent on huge manufacturing and heavy industry, and it is the world's largest consumer of oil and coal. The financial burden caused by unprecedented peak costs has prompted many companies to find ways to reduce energy consumption. This demand to reduce energy consumption from the perspective of economy and environment has brought opportunities to frequency converter manufacturers

39% of air compressor and water pump users believe that energy-saving operation control function is the most important - this is about 13% higher than the average demand for this function in all industry applications. This is because the operating energy efficiency of these users' pumps and compressors is quite low. For example, a half speed water pump only needs 1/8 of the electric energy at full speed. Therefore, the use of frequency converters with speed regulation and energy-saving control functions can greatly improve the energy efficiency of the equipment

in terms of connection capacity, more than half of the surveyed users (51.3%) have no connection function with the frequency converter used by the enterprise, and the other 30.4% have partial connection with the frequency converter used by the user. The frequency converter that does not need to interact with the motor with feedback data generally does not have the connection function, and there is no such need

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