This two years, smart toilet gradually into the more and more popular consumer eyes, whether it is business or national level of concern, are constantly improving.
However, the high degree of concern, but also has a distinctive quality of life characteristics of the smart toilet in the domestic penetration rate is still very low, the main reason is that the real understanding of the product consumers are not many.
October 13, China Household Electrical Appliances Association of intelligent bathroom electrical professional committee in Beijing issued "2017 China Smart Toilet consumption survey report", hoping to promote product knowledge, consumer education, explore the potential market, continue to improve the industrial influence , To promote industrial development.
'Low awareness, high recognition'
Although the domestic smart toilet penetration rate is still low, the consumer awareness of the product is not high, but the market survey found that consumers feedback out of the 'used to say good' results. Users generally on this product Of the evaluation of high, smart toilet access to a high degree of recognition, which is 'sharp low' in sharp contrast.This fully shows that the product penetration rate is not much associated with the product itself, the smart toilet is a To meet the needs of consumers mature products. "Report" said that through the 1100 existing intelligent toilet users survey found that: 93.4% of the respondents said that the purchase of smart toilet in line with their expected results, of which nearly 30 % Of respondents believe that the use of smart toilet than their own expectations.
While the remaining 6.6% of the respondents encountered some problems in use, recognized smart toilet did not achieve their desired effect. "Report" shows that the smart toilet did not meet the main aspects of consumer expectations.
- Product features are convenient, mainly dissatisfied with the drying function, the use of drying effect is poor, drying time is long, can not get rid of toilet paper.In fact, consumers for smart toilet 'drying, heater' function is widespread Mistakes, this function is designed to dry the body, improve the comfort of the human body, to reduce the body due to local moisture caused by the breeding of bacteria. The correct use is to use 'clean, women wash' function after cleaning the body, Toilet paper wipe the body surface of a large area of water, and then use the 'drying, warm air' for drying, the user will experience the feeling of dry skin.
- Convenience, some respondents reflect the use of smart toilet, that the key operation trouble .This part of the crowd is mainly elderly and children, the use may not be flexible. The market has been with the 'old Small children 'and other different models of products, such products often have a' one button operation 'function, simple and convenient. If the elderly or children at home, you can choose such products.
- product quality, a small number of respondents also encountered the product to buy home did not take long before the failure of the situation, began to worry about smart toilet product quality problems.According to the past two years, the State Administration of Quality Supervision, the smart toilet sampling results Point of view, generally have a certain brand awareness of the product there is little quality problems, it is recommended that consumers buy smart toilet as much as possible to choose the quality of the brand products, not because of cheap and buy three no products.
Directly hit the user pain point, leading the industry development
According to the "report", the domestic smart toilet market reached 3.1 million units, up 59% year on year, although the sales volume increased significantly, but the market penetration rate is still very low.
In this regard, China Household Electrical Appliances Association, said Jiang Feng, at present, the domestic smart toilet market penetration is still very low, from the product through word of mouth, spontaneous growth required to maintain a large gap there is a "report" The domestic smart toilet market holdings of about 500 million -600 million units, the market penetration rate of about 1%, north of Guangzhou and Shenzhen and other large and medium-sized cities, the highest penetration rate is only about 10%.
Smart toilet industry has not yet the initial stage of development, regardless of the concept of consumption or market structure, are not yet mature, the need for joint efforts to promote the development of the industry.Haier Wei Xi CEO Li Changzheng said: 'smart toilet cover is sub-sectors, research and development The strength is still not strong, the product is relatively small, lack of popularity and awareness at the same time, the industry is in the early stages of integration, enterprises themselves, has not yet formed an absolute advantage of the brand.
In addition, China's smart toilet also faces many challenges.For example, consumer awareness is not high, cognitive there are some errors, a single enterprise or a small number of enterprises to guide the concept of consumer power is limited, the industry lack of systematic consumer research to help enterprises The development of more targeted products.
It is in this context, the smart bathroom special committee launched 'smart toilet consumer survey activities', in-depth understanding of the current domestic smart toilet consumer use, consumer awareness of the product, as well as existing users The use of the product, the use of product dissatisfaction and product demand, and ultimately the formation of "report."
"Report" drafters said, launched the 'smart toilet consumer survey activities', on the one hand allows enterprises to understand the use of consumer pain points, clear product upgrade direction, improve product quality and performance, the greatest degree of satisfaction with the needs of consumers; On the other hand is to get the user to the smart toilet to buy and use the feedback from the consumer point of view in - depth understanding of the pros and cons of the product, to provide consumers with rational purchase, scientific use of smart toilet reference.
"The report" for the enterprise product upgrades, improve product functionality, Consumer opinion will play an active role.
Hinder the smart toilet cover market is still popular 'three mountains'
Through the "report" found that the moment, there are still 'three mountains' obstruction of the smart toilet further popularization: the consumer awareness of the smart toilet low; misunderstanding of the product; the traditional toilet use habits difficult to change.
Low awareness is an important reason for the development of the smart toilet cover industry from the current market penetration rate, the use of smart toilet only a small number of households, the use of the product is also very low proportion of users. "Report" 50.8% of the respondents had never heard of smart toilets, 74.1% of respondents said they did not understand the benefits of smart toilet, 83.7% of the respondents never used smart toilet.
The product of the existence of misunderstanding, but also the smart toilet industry does not open the 'stumbling block' According to the "report" survey found that many consumers on the smart toilet in the understanding of the errors, including: smart toilet wading The fear of water quality is not good, affecting the health; that the price is higher, the price is too high.
However, in sharp contrast to low cognition and cognitive misunderstandings, users who have used the product are highly rated, highly recognized, and have feedback on the results of 'used to be good.' " "The survey of existing smart toilet users found that 93.4% of respondents said that the purchase of smart toilet in line with their expected results, of which nearly 30% of respondents believe that the use of smart toilet than their own expectations At the same time, according to the survey found that users of Wrigley, Panasonic, Haier, Jiu Mu, Heng Jie, Jie Bao and Jardine and other brands of smart toilet satisfaction has reached 89.4%. This fully shows that the smart toilet is not only a To meet the consumer demand for mature products, but also to give consumers a very good user experience.
Industry observers believe that the release of smart toilet consumption survey report, not only for enterprise consumption guidance and product development to provide a direction, but also from the purchase, installation, use and maintenance and maintenance of four aspects for consumers to make recommendations to speed up market education , To improve product awareness, and to help consumers get rid of the misunderstanding of the product as soon as possible to promote industrial development.