Intelligent water meter is a kind of water meter that uses Internet of Things technology to realize remote meter reading, billing, control and other functions. Intelligent water meter has the advantages of accurate measurement, convenient management, saving resources and improving efficiency, which is the upgrading product of traditional mechanical water meter. With the acceleration of my country's urbanization process, the standardization and modernization of the water supply industry, and the improvement of consumers' water service quality and convenience, the application scope and market demand of smart water meters in my country continue to expand.

2022年是我国智能水表行业的一个飞跃之年。在技术创新和政策支持的推动下，智能水表的产量和市场规模都实现了较大幅度的增长。据尚普咨询集团数据显示，2022The national production of smart water meters in4000Ten thousand units, year-on-year growth20.2%; market size is100Billion yuan, year-on-year growth24.7%. Expected2023The output of smart water meters in China will reach6000Ten thousand, year-on-year growth50%, the market size will reach150Billion yuan, year-on-year growth50%. The penetration rate of smart water meters in China's water meter industry will also change from2022of the year35%Promote2023of the year45%。

从竞争格局来看，我国智能水表行业目前处于快速发展期，竞争激烈，市场集中度不高。CR3andCR5均低于35%. There are a number of listed companies in the industry to participate in the competition, such as Ningshui Group, Sanchuan Wisdom, Xintian Technology, Shanke Intelligence, Maxtor shares and so on. Among them, Ningshui Group is the leader in the smart water meter industry,2022Revenue from the smart water meter business reached13Billions of dollars, occupied13%market share. In addition, there are a large number of small and medium-sized enterprises into the market, forming a diversified competition pattern.

From the perspective of development trend, China's intelligent water meter industry is facing great development opportunities and challenges. On the one hand, with the increase of government support for the water supply industry and the improvement of consumers' requirements for the quality and convenience of water services, smart water meters have broad application prospects in urban water supply, rural water supply, industrial water supply and other fields. On the other hand, with the continuous innovation and updating of technology and the increasingly fierce market competition, the smart water meter industry is also facing challenges in product quality, technical standards, and service models.

Therefore, in such a market environment full of opportunities and challenges, practitioners and investors in the smart water meter industry need to formulate reasonable and effective marketing strategies to adapt to market changes, meet customer needs, enhance competitiveness, and achieve sustainable development. This article is based on4PMarketing theory, the intelligent water meter industry product strategy, price strategy, channel strategy and promotion strategy analysis and recommendations, as follows:

（12) Product Strategy

Product strategy refers to the enterprise according to market demand and competitors, determine the product variety, quality, function, design, packaging, brand and other aspects of the content. The product strategy of the smart water meter industry mainly includes the following aspects:

Product innovation. The smart water meter industry is a technology-intensive industry, and product innovation is the key to enhance competitiveness. Enterprises should continue to invest in research and development, develop new products with independent intellectual property rights and core competitiveness, meet the individual needs of different customers, and improve the added value and differentiation advantages of products. For example, Ningshui Group has developed based onNB-IoTTechnology of intelligent water meter, with low power consumption, low cost, high coverage, high reliability and other characteristics, can achieve remote meter reading, billing, control and other functions, has been welcomed by the market.

Product quality. The smart water meter industry is an industry closely related to public safety and people's livelihood, and product quality is an important factor affecting customer trust and satisfaction. Enterprises should strictly abide by the relevant national and industry standards and norms, establish a sound quality management system, the use of advanced production equipment and technology to ensure product accuracy, stability, durability and other aspects of performance, improve product brand image and market recognition.

Product Services. The smart water meter industry is a service-intensive industry, and product service is an important factor affecting customer loyalty and reputation. Enterprises should establish a perfect service network and mechanism, provide timely and effective pre-sale, in-sale and after-sales services, solve the problems encountered by customers in installation, use and maintenance, and improve customer experience and satisfaction.

（2) Price Strategy

Price strategy refers to the enterprise according to cost, demand, competition and other factors, to determine the product's pricing objectives, pricing methods, pricing levels and other aspects of the content. The price strategy of the smart water meter industry mainly includes the following aspects:

Cost oriented. Cost is the basic factor that affects the price, and enterprises should reasonably control costs, improve efficiency and reduce waste. At the same time, enterprises should take into account the costs incurred throughout the life cycle of the product, including research and development costs, production costs, transportation costs, installation costs, maintenance costs, etc., to ensure that the price can cover the cost and obtain a reasonable profit.

Demand-oriented. Demand is a key factor affecting prices, and companies should adjust prices flexibly according to changes in market demand and customers' perceptions of product value. Generally speaking, when the market demand is strong or the product has high added value, the enterprise can adopt a higher price strategy, and when the market demand is weak or the product has low added value, the enterprise can adopt a lower price strategy.

Competition oriented. Competitive orientation refers to the determination of a firm's pricing strategy based on the price behavior and market reaction of its competitors. The smart water meter industry is a highly competitive industry, and companies should pay close attention to the price dynamics of competitors and take corresponding countermeasures. In general, firms can use a follow-up strategy to keep prices competitive when competitors lower prices or when market prices fall, and a leading strategy to increase price margins when competitors raise prices or when market prices rise.

（32) Channel Strategy

Channel strategy refers to the selection, establishment and management of product distribution channels according to product characteristics, market characteristics, customer demand and other factors. The channel strategy of the smart water meter industry mainly includes the following aspects:

Channel selection. Channel selection refers to the enterprise according to the product market positioning and target customers, choose the appropriate distribution channels. The main customers of the smart water meter industry are water supply companies, property companies, industrial users, etc., which belong to the middle and high-end market. Therefore, companies should choose distributors with strong professionalism, high service quality, and good reputation as partners to ensure the brand of the product Image and market share.

Channel establishment. Channel establishment refers to the establishment of stable cooperative relations between enterprises and distributors. The smart water meter industry is a service-intensive industry that requires distributors to provide installation, maintenance, training and other services. Therefore, companies should sign long-term cooperation agreements with distributors to clarify the rights and obligations of both parties, provide technical support and training, and establish A relationship of trust and mutual benefit.

Channel management. Channel management refers to the effective supervision and incentive of distributors by enterprises. The smart water meter industry is a highly competitive industry that requires distributors to actively explore the market and improve service levels. Therefore, companies should conduct regular assessments and evaluations of distributors, give appropriate rewards and support to outstanding distributors, and improve or eliminate bad distributors.

（42) Promotion Strategy

Promotion strategy refers to the enterprise through various ways and means to stimulate customer interest in products and purchase intention, increase product sales and market share. The promotion strategy of the smart water meter industry mainly includes the following aspects:

Advertising. Advertising refers to the enterprise through a variety of media and platforms, to customers to convey product characteristics, advantages, value and other information, improve product visibility and reputation. The intelligent water meter industry can use the Internet, television, newspapers, magazines, exhibitions and other media and platforms to carry out extensive and in-depth advertising, highlighting the characteristics of product innovation, energy saving, and convenience, and attracting customers' attention and interest.

Sales promotion. Sales promotion refers to the enterprise through various ways and means, to provide customers with a certain degree of preferential or value-added services, to stimulate customers' willingness to buy products and behavior. The smart water meter industry can use ways and means such as price concessions, giveaways, free trials, and extended warranty periods to promote sales and increase customers' purchase motivation and satisfaction.

PR activities. Public relations activities refer to the establishment of good communication and relations with customers, distributors, government, society and other relevant parties through various ways and means, so as to improve the reputation and influence of products. The smart water meter industry can hold or participate in various forms of public relations activities, such as technical exchanges, customer meetings, industry forums, social welfare activities, etc., to show the technical level and social responsibility of products, and enhance the credibility and attractiveness of products.

In short, the smart water meter industry is an industry full of opportunities and challenges. It requires practitioners and investors to formulate reasonable and effective marketing strategies to adapt to market changes, meet customer needs, enhance competitiveness, and achieve sustainable development. Shangpu Consulting believes that the marketing strategy of the smart water meter industry should be planned and implemented around four aspects: product innovation, reasonable price, professional channels, and diverse promotions, in order to create the brand advantage and market advantage of the smart water meter industry.