Water purification industry, but the homogeneity of hot, more than 30 billion market how healthy development?
Like the empty net, in recent years, the rapid development of the water purification industry has seen many chaos. On the one hand, the mainstream enterprises nurture the market with great care and innovation; on the other hand, many enterprises copy directly and lead to homogeneity The phenomenon of serious cottage.In a few days ago Aowei Cloud Network 2017 China Water Purification Industry Development Summit, third-party agencies, industry companies have also mentioned this point. 300 billion water purification market, what exactly Benign development?
Rapid growth in the market
Under harsh environmental pollution, environmental protection industry in China takes the lead in developing environment-friendly appliances such as air purifiers. In 2016, the market size of air purifiers in China reached 5.2 million units, up 214.2% in 5 years.
Not only empty net, water purifier as an important category of environmental electrical appliances, has also entered a golden period of development since 2012, the water purification industry has been orderly development, the market scale steadily improved.According to OVW cloud network (AVC) Data, the water purification market has been running fast since 2012. In 2014, the market size of the industry reached as high as RMB9.7 billion and the market continued to grow in 2015-2016 with a size of RMB14.7 billion and RMB20.3 billion respectively. The market for purified water is growing rapidly. With the expansion of the net water market, its category growth slowed down.
The reason why the water purification market will grow rapidly in the next few years lies in the following aspects: First, the acceleration of consumption and the healthy quality of life are the important pursuits of people. Second, as the pace of economic development accelerates, environmental pollution, especially water pollution incidents High frequency appears, stimulating the awakening of user's health awareness.
Therefore, water-based products is bound to shift from flexible demand products to household necessities.Ovia cloud network (AVC) forecasts that the net sales of water market in 2018 will reach 32.9 billion yuan.In the nail technology, in 2020, the water purification market Approaching the scale of 50 billion yuan is a high probability event.
Necessary to solve the problem of homogeneity
Fiery markets will naturally attract more and more manufacturers to enter, including AO Smith, Angel, 3M, Midea, Changhong, the boss, Skyworth, Springs, etc. However, the fiery market will bring new problems, it is serious Homogenization.
Guo Meide, vice president of Aowei Cloud Network, said the hot water market performance of the industry, so many companies fancy the great potential of water purification, have entered the market.In the thriving water purification industry environment, some companies ignored the product And services in a timely manner to upgrade and improve, resulting in chaos industry clusters.At present, the common problem of water purifier is not pay attention to innovative technology, imitation copy more, resulting in homogenization of water purification products more serious.
Homogenization can cause many problems. For example, it can not meet the consumers' "quality" and "individualized" needs, so that technological innovation-oriented enterprises lose their technology dividends, causing more and more enterprises to follow the trend of copying imitations, and ultimately can only rely on Price war to compete for the market.
Therefore, water purification companies need to break the inertia of thinking, we must continue to strengthen brand building, channel structure optimization, three-dimensional promotion of products, based on core technologies, grasp the core set up from the competitive white water market stand out.
In fact, in the direction of technological innovation, Aowei cloud some of the survey data can be a useful reference for the enterprise.For example, Orville cloud "Consumer Research Report" shows that most consumers pointed out that the use of water purification products When faced with the main problems are mostly small amount of water, waste water, machine noise, filter life, filter replacement complex, large space waste of space, no effect to purify, dare to drink straight, security risks, etc., these issues for the enterprise Future upgrading of clean water products pointed out the direction of improvement in order to produce more consumer-friendly products.
Nail technology that, such as empty net, water purification has great potential for development of the market, industry enterprises should nurture, pay attention to technological innovation and service innovation, speed up the standard-setting work to raise the bar for competition in the market to expand the cake at the same time, to meet the user The escalating consumer demand.