Interview with Zhu Huanlin, General Manager of Xianxian Jinjia

As brand competition becomes increasingly fierce, the HVAC industry has higher requirements for the management capabilities of terminal distributors. Distributors can no longer easily make profits by building a store and stabilizing inventory as before. In order to achieve healthy growth and maintain market competitiveness, distributors need to consider more factors.

In order to record the unique imprint of the great era on outstanding channel merchants and interpret the new direction and new model of industry development, Jieyuan Media went to Cangzhou, Hebei, and interviewed Zhu Huanlin, general manager of Xianxian Jinjia New Energy Co., Ltd., to explore the business methods of big merchants and find the breakthrough points behind development.

In recent years, with the in-depth implementation of the national energy conservation and carbon reduction policy, the demand for improved housing has surged, and the clean heating industry has ushered in a development boom. In 2014, Zhu Huanlin keenly noticed the business opportunities in the air source heat pump market. He said: "With the awakening of environmental awareness among Chinese residents, heating and cooling equipment is no longer just a tool for heating and cooling, but also a reflection of quality life. Coupled with the promotion of national policies, air energy can leverage a market worth hundreds of billions, and there is great potential."

As one of the first regional distributors of BANDON air source heat pumps in Hebei, Zhu Huanlin is a pioneer in the Hebei market of BANDON. Previously, he worked in the water heating, solar energy and boiler industries. "

"I have been doing this for 20 years," Zhu Huanlin said. After a period of rapid growth, the solar energy and boiler markets have begun to shift to a mature stage. As products mature, market competition is fierce and profit margins are compressed. "When talking about why he transformed into the air source heat pump industry, Zhu Huanlin said: "Air source heat pumps are customized systems. Although users have a variety of purchasing channels, they still focus on offline experience when making the final choice. In addition, I have been working in the HVAC industry for more than ten years. After years of exploration and development, I am determined to try the field of air source heat pumps."

As an agent, when choosing an agent brand, long-term and durability must be the original intention. The reason why BANDON air source heat pump was chosen as the company's "leading brand" for distribution is that Zhu Huanlin believes that BANDON attaches great importance to independent design and research and development of products, especially in high-end mute, inverter technology, electronic control logic and other aspects. The products are constantly updated, the quality is guaranteed, the market reputation is excellent, and the sustainable development ability is strong. At that time, commercial machines of 10HP and above on the market were basically ON/OFF, and only BANDON was with inverter technology.

High-quality housing meets the residents' pursuit of a better life, and they will also choose high-performance heating and cooling equipment to match it. BANDON has escaped from the price war, relying on its deep accumulation in the research and development and application of heat pump DC inverter energy-saving technology, and continues to increase the proportion of product research and development. New products that are more intelligent, green, and low-carbon, such as Zhixiang, Lingchuang and other household and commercial heating and cooling and hot water units, have emerged, continuously enhancing the confidence of channel dealers.

Over the past five years, Zhu Huanlin has witnessed the development of BANDON air source heat pump in the Hebei market. Thanks to the joint efforts of both manufacturers, BANDON air source heat pump has almost no after-sales problems, showing extremely high stability and reliability, and has won wide praise and trust from customers.

At present, the competition in the air source heat pump market is fierce, and new brands are pouring in. Everyone wants to get a piece of the pie in this market. Involution is becoming the norm in the market, and as the bridgehead for coal-to-clean energy conversion, the involution in the Hebei market is even more serious. Some brands even attract consumers with low prices in pursuit of short-term interests, but they greatly discount product quality and after-sales service. Consumers often face problems such as difficulty in maintenance and poor timeliness after purchasing the machine. Some brands even disappear after selling their products, leaving consumers with nowhere to defend their rights.

Objectively speaking, in this case, who will have the advantage? In addition to quality, service is a very big difference. Many brands in the industry provide services to channel dealers with a long cycle and low efficiency. BANDON attaches great importance to service from a strategic level, using digital tools to open up after-sales service link resources and empower channel dealers. As a channel dealer, the reputation brought by user recognition makes its own business sustainable, so it will also pay more attention to improving its own service management.

Zhu Huanlin agreed with this point very much. He said that many customers were introduced by old customers, and many even repurchased. The reason for this phenomenon is firstly that the quality of the brand's products and services are recognized by consumers, and secondly, a certain emotional foundation has been established with consumers. Mutual trust leads to win-win cooperation.

The capacity of Xianxian air-energy heat pump market under the acquaintance economy is very considerable, with high user acceptance and an overall scale of tens of millions. Among them, BANDON air-energy heat pump market share can reach 30%. Zhu Huanlin believes that Xianxian Jinjia and BANDON are like fish and water. Only by making the brand bigger can it grow faster. Therefore, he has always regarded BANDON as an important platform for his development, and all work is carried out around this platform. Such brand specificity and professionalism have also made Xianxian Jinjia recognized by more customers.

Regarding the follow-up plans, Zhu Huanlin revealed that the northern coal-to-gas policy, which lasted for more than 10 years, has brought us blue skies and white clouds, and also left a huge market for replacements. Clean heating products such as heat pumps and solar energy, as the main solutions for coal-to-gas replacement, have a scrapping time ranging from 8 to 10 years. Now is the best time to replace the old with the new.

Next, we will continue to increase our investment in the sales of BANDON products, gradually increase their sales share, and work with like-minded partners who have the confidence and ability to delve deeper into the field of air source heat pumps to make installation, service and other aspects better than customers want, and accelerate the speed and scope of distributor expansion.