Since 2017, continuous overweight and fermented property market control has helped to keep the water heater market, which is closely related to the real estate business, from rising to falling. Even the most-traded gold, silver and silver ten in a year failed to reverse this downward trend. According to the statistics of Yikang, in October 2017, the overall retail sales and retail sales of water heater market were still up by 13.50% and 8.36% respectively from the previous month. However, compared with the same period of last year, there were 18.12% and 8.46% Falling.
In October 2017, the sales volume of water heater products in the 123s and the 94s markets was an increase or decrease from the same period of last year
(Source: China Yikang)
Among them, the chain retail sales growth was significantly lower than the retail sales growth, indicating that the brand manufacturers in the 'Golden September' failed to detonate the market under the premise of taking 'silver ten' and set off a greater intensity 'price war.' Data show that the average retail sales price of gas water heaters and storage-type electric water heaters dropped by 4.09% and 2.67% respectively over the month, and this wave of price promotions promoted the small-liter water heater products to inventory The sales of water-storage-type electric water heater, which has more advantages in price, also played a greater role in pulling the retail sales and retail sales of this category by 1.74 and 2.11 percentage points qoq, respectively, of which 30 and below Of the retail sales of electric water heaters rose 4.33 and 1.41 percentage points respectively month on month, while the retail sales of gas water heaters 11-12 and 8 liters also increased slightly.
However, after all, the price war is not a long-term plan for the healthy development of the industry. When the external demand weakened, it is hard to reverse the situation at some point and the industry has voluntarily opened the curtain of transformation around product innovation and brand upgrading. The general trend of consumer upgrades, the user's demand for water heater, has long been satisfied with the basic performance of safety, durability and other, but hope to get a better hot water experience, high-end, quality, differentiation, personalization and other demands began to become more prominent .
Reflecting the product category, consumers are more likely to choose to use more convenient and comfortable gas water heaters. According to the statistics, the retail sales of this category increased by 1.47 percentage points from a year earlier to 41.27% in January-October 2017, with retail sales The share of the Group rose by 1.84 percentage points to 52.21% and the sales momentum continued to rise. Among them, the ascent liters of 13-liter and above-liter gas water heaters saw the largest increase, with the two retails accounting for 13.30% and 15.22% In the electric water heater market, the volume of 60-liter products is still more popular. In the first ten months of 2017, the volume of retail sales has risen sharply by 3.80 percentage points to 41.90% , While the proportion of retail sales increased by 3.96 percentage points to 48.37% as compared with the same period of last year, which has been keeping the mainstream of consumption.
In the first ten months of 2017, the average retail price of gas water heater products increased by 11.72% over the same period of last year, while the average retail price of water storage electric water heater increased by 9.19% over the same period last year. .
Specifically reflected in the brand level, the lower the base price of the domestic brands, price increases slightly faster than foreign brands.Among them, Haier is the fastest rising price brand, in January-October cumulative increase reached 19.59%, followed by Vantage , A total increase of 15.31% .Can be seen that the domestic brands are competing force, return to the product side, technology and foreign brands to start a positive contest, is committed to foreign brands occupy years of high-end water heater market, grab a place. To foam)
annex: Monthly Report on China Water Heater Market Monitoring Report October 2017
