In recent years, with the upgrading of consumption and the improvement of the quality of life, people are paying more and more attention to health and health, and the requirements for water quality are getting higher and higher. Water purifiers have become an indispensable household appliance for many families. The demand for the market has also increased. According to the data of Aowei Cloud Network, since 2012, the water purification market has achieved fast-moving to fast-running. In 2014, the market size of the industry has reached 9.7 billion yuan. It has continued to rise in 2015-2016, and the water purification market has grown stronger. Aowei Cloud expects that the water purification market will reach 32.9 billion yuan in 2018, a year-on-year growth rate of more than 15%.
At present, the problem of drinking water pollution is still serious. 80% of the world's diseases are related to poor drinking water quality. Half of the global child deaths are related to unclean drinking water. Many consumers' awareness of healthy drinking water has increased. 25% of consumers believe that drinking water is seriously polluted, and 67% of consumers think there is a certain degree of pollution.
In addition, the standards of the water industry are frequently released, which guarantees consumers to purchase water purification products, and indirectly promotes the standardization of the industry. In the horizontal comparison of various household appliances in 2017, although the Chinese household appliance market entered a stage of complex differentiation, the market for health appliances represented by water purifiers has strengthened. According to data from Aowei.com, the retail sales of water purifiers in 2017 was 27 billion yuan, up 32.9% year-on-year. The water purifier market is growing at a high rate and will remain at a high level in the short term.
From the channel point of view, the water purifier category has maintained a high-speed growth trend, while the growth of net drinking and drinking water products is mainly driven by the sales of low-end products on the line. The concept of new retail is also reflected in the gradual integration of online and offline promotions, such as the traditional 618 and double 11 e-commerce promotion period, and there is also a small peak in the online.
From the perspective of regional development, the future growth of water purifiers looks at both ends. The market potential of the third and fourth grades is rapidly released, and the scale growth is the fastest. According to the monitoring data of Avi Cloud (AVC), the rural market in 2017 increased by 29.8% year-on-year, which is higher than the growth of the T1-T3 market. The rural market has great potential. The population of first-tier cities such as Beijing and Shanghai has returned, driving demand in the T3 cities and rural markets to increase significantly. Of course, regional water pollution has a great impact on the uneven development of water markets in different regions. The East China and Central South regions have increased by more than 20% year-on-year. Specific to the provinces, Jiangsu, Guizhou, Zhejiang, Hubei and other regions have a relatively fast growth, and the premium ability is strong. Enterprises can appropriately dig according to their own resources.
In terms of price, the high-end trend is obvious, and the price upgrade trend is unstoppable. In 2017, the offline market of water purifiers basically increased in different degrees in the price range of more than 4,000 yuan, and the net drinking machine market also achieved different degrees of growth in the price range of more than 3,000 yuan. The reason is that consumers' demands have changed, and they value quality, brand and purification. Only about 30% of consumers will consider the price.
In terms of product technology, reverse osmosis large-volume products are absolutely mainstream, and nanofiltration accounts for an increase in net drinkers, while the proportion of ultrafiltration and activated carbon products is still declining. Reverse osmosis products have shown a trend of growth in recent years. The large flux has the advantages of saving water, saving space and avoiding secondary pollution. According to the monitoring data of Avi Cloud (AVC), the share of offline reverse osmosis products in 2017 has been Up to 91.2%, 200-800 flux segment product share 60%, online reverse osmosis product share 72.8%, 200-800 flux segment product share 41%, "Da Jingshui" "small net drink" is almost standard, It is expected that reverse osmosis large flux products will continue to grow in 2018. At the same time, with the wave of intelligent appliances, the intelligent water purification has entered a period of rapid development. Filter replacement reminds that the penetration rate reaches 51.2%, an increase of 17.3%, and the penetration rate of intelligent detection barriers reaches 36%, an increase of 8.9%.
From the perspective of brand, the degree of concentration increased. In 2016, the concentration of retail sales of TOP10 brand was 95.9%, and the growth rate in 2017 was 96.1%. The concentration of online TOP10 brand retail sales was 80.1%, and the growth in 2017 was 80.4%. In 2016, the number of brands of water purifiers was 126, of which 35 were entered and 20 were withdrawn. By 2017, the number of offline brands was 118, of which 18 entered and 26 exited. Online is another scene. In 2016, the number of online brands was 273. By 2017, the number had changed to 290, of which 66 entered and 49 exited. It can be seen that the e-commerce channel has become a breakthrough for new brands entering the market. From the perspective of specific models, taking offline as an example, TOP100 has a different degree of decline, TOP5 concentration decreased by 9.3%, TOP10 decreased by 9.9%, consumers choose to diversify, and differentiated products and selling points are more important. .
In 2018, the offline channel experienced a market stage from growth to further reshuffle, and enterprises with insufficient capital and technology will be further eliminated. But for responsible companies, this is a new beginning, and the industry's norms will make the market begin to develop in a benign way. Due to the relatively low barriers to entry, some new brands entering the water purification market, especially some domestic listed brands, will first choose online channels to start testing, and eventually the online channels will form a domestically-owned brand. According to the monitoring data of Avi Cloud (AVC), in 2017, the domestic brands of water purifiers in the pipeline accounted for 59.1%, the foreign brands accounted for 40.9%, the online channels in 2017 were 59.6%, and the foreign brands were 40.4%.
The future water purification market is also moving in a new direction. As the production cost rises, it will eventually be reflected in the price of the terminal products. The structural upgrade and the new purchase are an inevitable trend in the development of future water purification enterprises. In addition, intensive farming is very important, the effect of the comprehensive second-child policy will begin to be highlighted in 2017, and there will be a small birth peak in 2017-2019, which will directly drive the increase in consumer demand for maternal and child appliances. According to some surveys, consumers' demand points are still dominated by children. 63.7% of consumers believe that there are children in the family and need to protect the health of children. Water purification companies can use the second-child policy to promote the market segment. Opportunity.
Terminal construction scenario and marketing storytelling can enhance consumer experience and interaction. More and more home appliance companies are beginning to play "experience" cards, hoping to attract customers with the experience of physical stores, "scenario marketing" has gradually become a new selling point, water purification companies can learn from other home appliances category to successfully experience marketing cases. In the case of a weak knowledge background of clean water products, consumers will go to physical store consulting as the preferred way to understand products, offline experience is particularly important. Water purifiers are related to people's drinking water health, so the user experience is an important reason why water purifier products can be loved by consumers. Water purifying enterprises should put the user experience first and use many ways to tell good stories. To give consumers a deeper understanding of water purifiers, the best example of this is Fang Tai's story marketing.
The whole house water purification system meets the needs of household safe water, and may become more popular in 2018. The shared water purifier mode will enter the standardized management stage. The China Quality Inspection Association has formulated standard specifications for sharing water purifiers, some of which have been implemented, some have passed expert review, and the thickest approval process is underway. One such standard represents that China's shared water purification model will move toward a healthy direction.
In 2018, for the water purifier industry in the barbaric growth period, it is destined to be a year of change. The first mandatory standard in the water purification industry, “Restriction of water efficiency and water efficiency rating of reverse osmosis water purifier†(hereinafter referred to as “new national standardâ€) has been released recently and will be officially implemented in 2018. Relevant experts said that the release of the new national standard means that the state will impose restrictions on the standardized production of the water purification market, which will force the innovation of water purification technology, and will accelerate the reshuffle of the industry in the next 2-3 years.
The new national standard issued by the General Administration of Quality Supervision, Inspection and Quarantine and the National Standards Committee will implement the most stringent water resources management system and draw a red line that strictly controls water efficiency. It will be implemented in November 2018. After the implementation of the new national standard, RO reverse osmosis water purifiers with a net water production rate of less than 35% can be regarded as unqualified products. The new national standard will eliminate those high water consumption by setting the water efficiency limit value. Inferior products.
In fact, in the water purification industry, there are also companies that are committed to innovation and achievements. For example, the membrane product HE-RO launched by Haier will not change the membrane for 6 years under the premise of ensuring the safety of the effluent water quality; the life of the MAX5.0 long-acting reverse osmosis filter element introduced by AO Smith is extended to 5 years, and the water purification output The rate is increased by 1.5 times; the intelligent water-saving and anti-fouling system adopted by Beverly Water Purifier allows the product to have a super high water production rate and can not be fouled. In addition, the continuous development of cutting-edge technologies such as artificial intelligence and Internet of Things has also provided new development directions and opportunities for the transformation and upgrading of water purification manufacturers.
Some people in the industry said: "The domestic water purification products are welcoming the period of industrial innovation. The introduction of the new national standard will force the upgrading of the water purification industry. The high-tech and high-quality water purification products will be more recognized by the market, low-end OEM, Water purification brands without core technology will gradually be abandoned."
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