When the lukewarm water heater market in 2017 is about to end in December, all brand-name companies spared no expense in spurring the annual performance target and once again set off a wave of sales climax in the usual way of price-cutting promotions.
According to the data of Zhongyi Kang, the overall retail sales and retail sales in the water heater market increased by 7.69% and 5.62% respectively in December 2017, setting the highest sales records in the year in terms of retail sales and retail sales. In the first-tier markets, the price war was the heaviest, with retail sales up 4.67% and retail sales only slightly up 0.98%.
Although it was the highest sales volume in the year, it still dropped slightly by 1.57% from the fiery overall market last year, while the declining area was mainly concentrated in the primary and secondary markets, with retail sales down 3.32% and 1.73% In terms of total retail sales, the Group benefited from the optimization and upgrade of product mix and maintained its upward growth of 8.05%. Among the 34% of the market, the retail sales increased by more than 10% over the same period last year, accounting for 13.05% and 17.54%
Reflect the level of brand competition, high-end positioning of foreign brands, apparently not dominant in the price war that month, the overall retail volume of foreign brands and retail sales fell 1.69% and 2.13%, respectively, of which AO Smith's The largest decline in the two retail share of the chain decreased 1.16% and 1.85%, respectively, also showed a decline of 1.25% and 1.76%. Zoom in to the whole year, in the local domestic brands pressing harder and harder, foreign investment The market share of the brand is shrinking, according to data from Zhongyi. In the whole of 2017, the share of retail sales of foreign brands dropped by 1.46 percentage points to 31.21% while that of retail sales decreased by 2.23 percentage points to 44.29% He is long, domestic brands accounted for these two retail share of more than 50%, has been the market mainstream consumer.
(Source: China Yikang)
Judging from the different product mix, both retail sales of water-storage electric water heater showed a slight increase of 0.07% from 0.06% in the month under the stimulation of a wide range of price-cutting promotions in the month. However, from a year-on-year comparison, As of the end of 2017. As of the end of 2017, under the strong squeeze of gas water heaters, the retail sales of water-storage electric water heaters dropped 1.80 percentage points to 55.71% from the same period of last year; while the proportion of retail sales dropped 2.46% YoY to 42.77 %.
When the use of more convenient, more comfortable and more secure gas water heater into more families, the product structure is also accelerating the upgrade.However, the existence of security risks of the flue-type products market share declined steadily, fell into less than 2% Of the elimination of the edge.While the market mainstream strong-row products, the proportion of the two retail outlets in the month continued to climb to 96.03% and 96.09%
In the meantime, ascent to the number of gas water heaters is still accelerating capacity expansion, by the end of 2017, the sales volume of products above 13L and 13L increased by 14.07 percentage points to 42.55% as compared with the same period of last year; and the proportion of retail sales increased year-on-year 15.68 percentage points to 60.80% .12L products, which previously dominated the consumer spending, were gradually replaced by 13Ls. In the case of electric water heaters, 60L products continued to hold their mainstream status. As of the end of 2017, their retail sales accounted for a year-on-year increase 3.80ppts to 41.92%, while retail sales increased 3.94ppts YoY to 48.60%.
At the end of the year when the price war swept through the market, the average retail price of both water heaters and storage water heaters dropped in the same month. However, over the same period of last year, consumer prices and product upgrades tended to maintain a firm trend As of the end of 2017, the average retail price of gas water heaters rose 11.74% to 2941 yuan while the average retail price of water-storage electric water heaters rose 9.20% to 1781. Among them, the brands with the largest annual price increases Haier, up 19.31%, followed by the United States and Vantage, an increase of 15.30% and 14.64% respectively.
annex: Monthly Report on China Water Heater Market Monitoring Report December 2017
