The end of 2017 end of the year sales, so that the water heater market, most of the procurement needs of the early release, resulting in the first year of 2018, then turned into a downward trend in the latest data show that in January 2018, the water heater market as a whole Retail sales and retail sales both dropped by 16.01% and 16.09% respectively, of which, the first and second markets with larger bases and relatively saturated declines significantly faster than the third and fourth markets.
(Source: China Yikang)
YoY data is relatively upbeat, with retail sales slightly up 2.99% from the January sales during the Spring Festival holiday in late trough in 2017. Although the rebound due to low base is not enough to explain the market rebound However, the year-on-year increase of 15.70% in retail sales was a bright color in the sluggish market, confirming the successful transformation of the water heater industry and upgrading of products. Among them, the consumer level is the highest, The amount of increase reached 20.56%, while the information is relatively closed, the price is not transparent in the four markets, an increase of 16.66%.
After a long battle of the end of the year promotion, the water heater brands in January are relatively much less competition, the proportion of retail sales volatility is not large, but the performance of the retail sales to the United States, represented by Haier Domestic brands, showing no small growth potential, the overall proportion of total retail sales increased 2.37 percentage points chain, an increase of 2.40 percentage points.As of January 2018, the retail sales of domestic brands accounted for more than 70% , The proportion of retail sales is almost equal to 60% in the contest with foreign brands, a substantial increase in product strength, channels more local advantages of domestic brands, and gradually gain the upper hand.
The improvement in product quality has been continuously enhanced and inherently enhanced. For example, the use of safer and more efficient gas-fired water heater products increased the retail sales volume by 3.81 percentage points to 96.01% in the current month; The retail volume of flue-cured products that have been phased out has fallen to 1.37% and the overall product mix has been further optimized.
The more intuitive external performance is still the major expansion products continue to expand.YeKang data show that as of January 2018, 13 liters and above 13 liters of gas water heater, the proportion of retail sales increased year on year 18.74 percentage points to 48.76%, while the proportion of retail sales increased by 18.61 percentage points to 66.61% over the same period in 2006. In terms of electric water heaters, 60-liter products still dominated the market and accounted for an ever-increasing share. As of January 2018 The proportion of retail sales increased 2.45 percentage points to 42.10%, while the proportion of retail sales increased 2.51 percentage points to 49.15%.
In the same month, the average retail price of gas water heaters rose 13.30 percentage points to 2957 yuan; the average retail price of water-storage electric water heaters rose 10.09 percentage points to 1779 yuan However, it is noteworthy that the biggest price increase is not the mainstream product, mainly because of the brand manufacturers in order to stimulate sales of large products, and take the appropriate price cuts in the future, with the big Raise the popularity of products in place, the overall price of water heaters will continue to rise.
Specific to each brand level, the United States and Haier, the two major industry leaders, is the most powerful product upgrades to promote the month of the price increase in the forefront of the industry, up as high as 21.43% and 16.77%.
annex: Monthly Report on Chinese Water Heater Market Monitoring Report, January 2018
