It is bound to be a year of change for the water purifier industry in its brutal period of growth in 2018. The first mandatory standard for water purification industry, "Water Efficiency Limit and Efficiency Level of Reverse Osmosis Water Purifier" (hereinafter referred to as " New national standard ') has been released a few days ago, and will be officially implemented from 2018. Experts said that the new national standard means that the state will force the standardized production of water purification market, forcing technological innovation water purification, the future 2- 3 years will speed up the industry reshuffle.
New landmark
AQSIQ, the new national standard issued by the National Standards Commission, in order to implement the most stringent water resources management system, draw strict control of water use efficiency of the red line, and will begin in November 2018 implementation.
According to reports, the standard on the one hand provides for the detection and calculation of water efficiency, on the other hand the water efficiency is divided into five, and set the red line of water purification rate of water, water efficiency rating of 5 that is 35% By setting the water efficiency limit, at least 30% of high water consumption products will be eliminated, and the annual water saving amount is estimated to exceed 100 million cubic meters.
Survey shows that the current average efficiency of less than 20% of water purifiers, the average is expected to double after the implementation of the standard, reaching more than 40% at the same time, the standard set of advanced water-saving value, can lead the industry to improve water efficiency. Efficiency standard 2 or 55% water-saving evaluation, as an advanced indicator leading efficient water-saving products, will encourage enterprises to improve their technology, by enhancing the overall quality of products to achieve higher water efficiency.
After the implementation of the new national standard, where the water purification rate of less than 35% RO RO water purifier, can be regarded as unqualified products, the new national standard set by the water efficiency limit, to eliminate those high water consumption Of inferior products.
In addition, in the new version of the "Standardization Law" approved by the Standing Committee of the National People's Congress on November 4 last year, it was explicitly required that the enterprises explicitly implement the names of mandatory and recommended standard numbers. This law will be implemented on January 1, 2018 The implementation of national standards for enterprises to play a powerful role in promoting.According to China Household Electrical Appliances Research Institute, deputy chief engineer introduced Lu Jianguo, "Standardization Law" is also a protection of enterprises, spot checks, there are many uncertainties to circumvent.
In fact, as early as August 1, 2014, the "domestic and similar drinking water treatment cores" and "household and similar drinking water treatment devices" were officially implemented. However, due to their non-mandatory nature, Water companies have not been concerned about the water, did not play a substantial role in purifying the market.
Chaos
According to the "Research Report on the Prospects and Investment Opportunities of China's Water Purifiers Market from 2018 to 2023" released by the China Academy of Industrial Science and Industry, the market size of China's water purifiers reached 27.1 billion yuan by 2017, an increase of 33.2% over the same period of last year. In 2018, The scale of sales of water heaters or will exceed 33 billion yuan.The fiery market performance, so many companies fancy the great potential of water purification field, have entered the market.According to incomplete statistics, China's water purifier brand has reached 5600. Among these Both deep-water purification field for many years the quality of supply, with upstream and downstream and foreign-funded enterprises rush, as well as small and medium-sized workshops.
Beijing Commercial Daily reporter search Jingdong Mall 'water purifier' three words, there are more than 7,400 product information, in addition to Patio, the United States, Haier and other major brands, there are many and have not seen the no-name products; in Taobao, there are nearly 5,000 water purification products, the price from a few hundred dollars to tens of thousands of dollars.
Industry observer Hong Shibin pointed out that before the introduction of the new national standard, the water purifier industry has been in a state of "brutal growth." The products are quite mixed, the brand chaos, the market environment chaos, and the false propaganda and more, not only affects the consumer purchase, but also for consumption Water purifier products have questioned the product is not conducive to the development of the industry, but also undermine the interests of consumers.
'For example, for RO RO water purifier, the more prominent problem is the' wastewater ratio '. Many businesses in the water than the indicators of deliberately concealed, making the business and consumers there is a serious lack of information. Hong Shibin said.
It is understood that nearly 40% of the current market, domestic reverse osmosis water purifier water production rate of less than 20%, that is to produce 1 ton of pure water, there will be 4 tons of waste water is discharged, and businesses selling products However, it was too late to avoid talking about it and even resort to fraud to claim low waste water. Consumers found the problem after they bought the product home.
In addition, the overall penetration of household water purifiers in China is less than 5%, almost blank rural markets are frequently heard selling water purifier fraud. The purpose of water purification was originally to restore the contaminated water, but the current water market is Named 'beauty', 'anti-cancer' and other effects demagogic consumers.
It is reported that insiders broke the news, a two or three thousand dollars of water purifier, opened and found: ex-factory price of a 1.8 yuan meltblown filter, a 3 yuan compressed activated carbon filter, there are two No more than 3.5 yuan of granular activated carbon filter, and a 60 yuan RO membrane. In addition to low-end accessories, some businesses do not yet have 'drinking water safety approval documents.'
Insiders pointed out that these chaos led to lack of consumer confidence in the market, but also more seriously hindered the healthy development of the industry.The reason for the chaos is the root of the national compulsory standards for the lack of industry access threshold is low.
Shuffling intensified
In addition to the above problems, water purifier industry there is still a serious problem of product homogeneity.
Guo Meide, vice president of Albatron cloud network at the China Water Purification Industry Development Forum 2017, said the homogenization of the product will bring many problems, such as the failure to meet the consumer's 'quality' and 'personalized' needs, so that focus on technology Innovative enterprises lose the technology dividend, leading to more and more companies follow the trend of copycat imitation, and ultimately can only rely on the price war to compete for the market.
The new national standard of the official implementation, will further rectify the water purification industry, leading a new round of technological upgrading.Wu Chunyong integration CEO said: 'Domestic water purification products are ushering in the industrial reform period, the introduction of a new national standard will force the purification industry to upgrade , High-tech content, high-quality water purification products will be more recognized by the market, low-end OEM, water purification brand without core technology will be gradually abandoned.
He believes that with the gradual maturity of the water purification industry, as well as consumer awareness of water purification products continue to strengthen, the water purification industry will face product iteration and product popularity simultaneously move forward a new situation, therefore, water purification companies need to break the inertia Thinking, we must continue to strengthen brand building, channel structure optimization, three-dimensional promote products, based on core technologies, grasp the core set up, from the competitive white water market stand out.
Owen cloud network chairman and president Wen Jianping has said that China's water purification industry is in its infancy, high-volume clean water ceiling high, the future development potential of space.
In this regard, industry analysis, the development prospects of home appliances market in the next decade will focus on the third and fourth tier cities, the main factors come from the increasing cost of urban operation, to a certain extent, limits the development of urban home appliance market. The higher the new energy-saving products water purifier appliance sales in the third and fourth tier cities hot is the best evidence.
He also said: 'Due to the high prices in the domestic first-tier cities, the limited area of use, many consumers are having some concerns in the purchase of water purifier products, mainly due to the relatively large area occupied by water purifiers. For the third and fourth tier cities, the relatively low prices, the use of relatively loose area and other favorable conditions have become favorable for water purifiers.