Project Background

尚普咨询公司是一家专业从事市场进入咨询的公司，拥有多年的行业经验和专业团队，为客户提供定制化的市场进入策略和解决方案。尚普咨询公司的客户包括各行各业的中小型企业，涉及制造业、服务业、消费品、医疗健康等多个领域。

泵是一种输送液体或使液体增压的机械，广泛应用于农业灌溉、工业生产、市政供水、环保处理等领域。全球水泵行业近年来一直处于增长发展期，市场规模持续扩大，技术水平不断提高。2018~2024年，全球水泵市场的复合年增长率为5.81%,2024年水泵市场总规模达到665Billions of dollars. The Asia-Pacific region is the largest pump market due to its large population; in terms of growth rate, driven by infrastructure construction in emerging economies such as China and India, the Asia-Pacific market has the fastest growth rate, followed by Europe and North America.

The market size of China's water pump industry is increasing year by year, from2013of the year1419.6Billions of dollars up2020of the year1781Billion yuan, year-on-year2019Annual increase5.59%。2021In, the market size of China's water pump industry was2422Billions of dollars. China's pump manufacturers are mainly distributed in East China, Central China and North China, of which East China is the most concentrated in Wenling City, Zhejiang Province, Wenling's pump manufacturers in small submersible pumps, well submersible pumps, circulating pumps and other products occupy a large market share, market share of about60%。

Customer pain points

The customer of Shangpu Consulting Company is a medium-sized pump manufacturing enterprise located in Nanjing City, Jiangsu Province. It mainly produces and sells centrifugal pumps, sewage pumps, axial flow pumps and other products, mainly serving the industrial production and environmental protection treatment fields. Customer companies have a certain market share and brand awareness in the region, but face the following problems:

The market competition is fierce: the East China region where the customer enterprise is located is the most developed and concentrated area of China's water pump industry, with many competitors, including well-known brands at home and abroad and many small and medium-sized enterprises. Customer enterprises are facing great pressure in product quality, technological innovation, price competition and so on.

Market saturation: The industrial production and environmental protection treatment areas served by customer companies have reached a certain level of development in recent years, and the demand for water pump products has slowed down, and even a downward trend has occurred. It is difficult for customer enterprises to achieve high growth rates in the original market.

Market risk: the industrial production and environmental protection treatment areas served by customer enterprises are affected by national policies, environmental factors, market demand and other aspects, and there are large uncertainties and fluctuations. It is difficult for customer enterprises to avoid and deal with various risks in the original market.

Project Purpose

Client companies hope to find new market opportunities, expand into new market areas, and achieve business growth and risk diversification through the professional services of Shangpu Consulting. Specifically, the project objectives of the client enterprise are as follows:

Understand the development status, trends, opportunities and challenges of the water pump industry at home and abroad, evaluate their competitive advantages and disadvantages, and determine their own development direction and goals.

分析国内外水泵市场的需求结构、区域分布、消费特征、竞争格局等，识别潜在的市场空间和增长点，选择合适的目标市场。

制定针对目标市场的市场进入策略，包括产品定位、渠道选择、价格策略、营销策略等，制定可行的实施方案和预期效果评估。

Research object

2023Year5In January, in order to complete the project objectives, Champu Consulting will conduct research on the following categories of objects:

客户企业：通过访谈、问卷、数据收集等方式，了解客户企业的基本情况、产品情况、市场情况、财务情况等，评估客户企业的核心竞争力和发展潜力。

Industry experts: Through interviews, seminars, etc., invite experts and scholars, industry associations, media organizations, etc. from the pump industry at home and abroad to obtain the latest developments, development trends, policy impacts, etc. of the industry, and analyze the opportunities and challenges of the industry.

Competitors: Through data collection, mysterious customers, etc., collect information about major competitors in the pump industry at home and abroad, including product conditions, market conditions, marketing strategies, etc., and analyze the strengths and weaknesses of competitors.

Potential customers: Through data collection, telephone access and other means, collect the information of potential customers in the domestic and foreign pump market, including demand situation, purchase behavior, preference characteristics, etc., and analyze the demand characteristics and value points of potential customers.

Project Content

The following modules will be designed and implemented by Champ Consulting based on the research object and project objectives:

行业分析：通过PESTELModels (political, economic, social, technical, environmental, legal) analyze the macro-environment of the pump industry, analyze the micro-environment of the pump industry through the Porter five-force model (supplier bargaining power, buyer bargaining power, new entrant threat, substitute threat, industry competition);SWOTModels (strengths, weaknesses, opportunities, threats) analyze internal and external factors in the pump industry.

Market analysis: analyze the demand structure and regional distribution of domestic and foreign pump markets through market segmentation method (geography, demographics, psychology, behavior); analyze the scale and growth rate of domestic and foreign pump markets through market size method (potential market, effective market, target market); analyze the competition pattern and leaders of domestic and foreign pump markets through market share method (relative share, absolute share).

Customer analysis: analysis of potential customer groups and characteristics of domestic and foreign pump markets through customer segmentation (geographic, demographic, psychological, behavioral); analysis of potential customer needs and preferences in domestic and foreign pump markets through customer demand (functional and emotional needs); and analysis of potential customer needs and preferences through customer value (revenue).-Cost=价值）分析国内外水泵市场的潜在客户价值和满意度。

Competitor analysis: identify the main competitors and types of domestic and foreign pump markets through the competitor identification method (direct competitors, indirect competitors); evaluate the capabilities and performance of the main competitors in the domestic and foreign pump markets through the competitor assessment method (objectives and strategies, strengths and weaknesses, reactions and adaptations); through the competitor prediction method (motivation and assumptions, current strategy and future strategy) to predict the behavior and changes of the main competitors in the domestic and foreign pump market.

Market entry strategy: according to industry analysis, market analysis, customer analysis and competitor analysis, select the appropriate target market, formulate market entry strategy for the target market, including product positioning (differentiation, centralization), channel selection (direct sales, agency), price strategy (penetration, high-end), marketing strategy (4P模型：产品、价格、地点、促销），制定可行的实施方案和预期效果评估。

Project Value

Shangpu Consulting Company provides a professional market entry consultation report for customer enterprises, helps customer enterprises understand the development status and trend of water pump industry at home and abroad, identifies potential market opportunities and growth points, formulates market entry strategies and implementation plans for target markets, and provides strong support for customer enterprises to expand new market areas, realize business growth and risk dispersion. This project brings the following values to the client enterprise:

It improves the market insight of the customer enterprise, helps the customer enterprise to grasp the industry dynamics, finds new needs and opportunities, and enhances the market sensitivity and predictability of the customer enterprise.

提高了客户企业的竞争优势，帮助客户企业分析自身的优势和劣势，确定自身的发展方向和目标，增强了客户企业的竞争力和核心竞争力。

It improves the market share of the customer enterprise, helps the customer enterprise to choose the appropriate target market, formulates the effective market entry strategy, and increases the market share and brand awareness of the customer enterprise.

It improves the profitability of the customer enterprise, helps the customer enterprise to formulate a reasonable price strategy, optimizes the product structure and cost structure, and increases the revenue and profit of the customer enterprise.

It improves the risk resistance of the customer enterprise, helps the customer enterprise to spread the risk of the original market, expands the new market field, and increases the stability and sustainability of the customer enterprise.