After experiencing the traditional sales season of 'Golden September and Silver 10', the water heater market turned into a downward channel in November. Overall retail sales and retail sales slid 2.35% and 1.57% respectively.

However, the decline this year has been relatively modest compared with the rate of decline of about 10% in previous years, of which the market share of more than 40% of the primary market remained at 2.26% and 5.24% respectively Momentum.Analysis of the reasons, mainly affected by the end of the year, the major retail terminal for the final sprint performance, have set off a wave of marketing boom in advance, in order to maintain the stability of the broader market.In addition, the lowest base, there is a lot of mining space Of the four markets, the two retail data also have a slight increase of 0.11% and 2.31%.

Central compared to the relatively optimistic, year on year is still sluggish.After a series of property market regulation in 2017, so that the overall situation of the water heater market has been frustrated with November retail sales and retail sales are still hard to change the downward trend, a decline of 13.06% and 0.25 However, it is delightful that the drop in retail sales is rather weak, showing that the structural upgrading of the water heater market has been very fruitful. According to data from Zhongyi Kang, the average retail sales price of gas water heaters and storage water heaters during the same month of last year Respectively, a substantial increase of 13.77% and 11.46% .Among them, the price of more than 2,400 yuan in the water heater products, sales accounted for a different rate of increase, high-end water heater has become the trend of the market trend.

The support for water heater products to the evolution of high-end, in addition to upgrading the quality of internal technology, as well as large-scale expansion of the product expansion, upgrade the consumer, more and more users prefer to raise the bit water heater products. Showed that in November, the sales volume and retail sales of gas water heaters of 13 liters and above increased substantially by 17.61% and 18.16% respectively. In the current year of January-November, the share of both retail sales and retail sales also increased significantly Respectively, with a year-on-year increase of 13.75% and 15.53% respectively. Among the storage-type electric water heaters, the sales accounted for the largest and the fastest growing products were also 60-liter volumes. In the first eleven months of 2017, the share of retail sales increased 3.83 percentage points to 41.91%; the proportion of retail sales increased by 3.93 percentage points to 48.48%, which has been the dominant consumer market.

In November, the competition among brands was also relatively mild, with the market share basically kept in a balanced and little fluctuation, which reflects to some extent that the brand structure of the water heater market has matured and stabilized, among which the retail sales of foreign-funded brands in the month Volume and retail sales accounted for 1.94% and 1.09% respectively, the chain growth, but compared to the same period, is still dominated by domestic brands, retail sales in January-November 2017 increased by 1.38 percentage points to 68.73% The proportion of retail sales increased 2.11 percentage points to 55.55%.

Can see that the domestic brands have obvious sales advantage, but also competing force high-end, the most prominent performance was Haier, is the largest price increase this year, a brand. As of November, Haier still with 18.73% Accounted for the largest sales volume of the throne, the retail price rose significantly 19.78 percentage points to 2095 yuan; the United States is also menacing, accounting for 18.15% of the total retail sales have been far more than 14.71% of AO Smith. However, the high-end line AO Smith maintained a strong leading position in retail sales, and Wan Ho gradually gained fourth place in accelerating catch-up in the first camp. As of November, before the water heater market The overall retail sales and retail sales of the four major brands accounted for 62.12% and 63.06% of the total retail sales, respectively, and the industry concentration increased further.

annex: Monthly Report on Chinese Water Heater Market Monitoring Report November 2017