In February, which coincided with the Spring Festival holiday, the overall consumption of home appliance was sluggish, and the sales of the water heater market also entered the lowest valley in the year. The data from Zhong Yekang showed that the overall retail sales and retail sales of the water heater market in February 2018 were the same month last month. There was a substantial decline, which was -45.50% and -50.21% respectively. Looking at the year-on-year comparison, consumption has been gradually warming due to the 'new year' status in February last year, so this year's Chinese New Year consumption did not exist in the same period of last year. Comparability, the decline in the two retail data were -25.68% and -23.68%, respectively.
Specifically, the performance of each regional market, regardless of the same period last year, is the higher the saturation, the largest one. The secondary market has the largest decline. However, in the slack season, there are still some bright spots to be gratified. That is, three or four. The growth potential of the market is continuously being tapped, especially in the fourth-tier market where retail sales are less than 10%. Compared with the two retail sales data in the same period of last year, there have been significant improvements, with year-on-year increases of 25.37% and 38.42% respectively. , There is a lot of open space.
In contrast, domestic brands with more price advantage and localization advantage for the 3rd and 4th markets are clearly more in-depth and more responsive to sinking in local conditions. The data show that in February, domestic retail brands accounted for two retail sales. Compared with the previous month, they rose by 2.24% and 4.11% respectively; the year-on-year increase was 5.01% and 7.51%. Among them, the top-ranking companies with Haier, Midea, and Wanhe are the major brands of increasing water heaters. The effect is even more pronounced.
The competition of domestic brands in the water heater market not only directly reflects the increase in the proportion of retail sales brought about by the expansion of scale, but also began to upgrade with high-end in retail sales, showing the strength of checks and balances with foreign brands. Show, in February, Haier’s retail sales accounted for 19.33%, and the number of AO Smith who took the first place accounted for 20.67%. The gap between the two is gradually narrowing. It is 16.10%, ranking third.
In terms of sub-categories, water storage electric water heaters benefited from the best-selling products in the 3rd and 4th markets, showing an uptrend. In February, retail sales and retail sales accounted for 2.77% and 4.08% month-on-month, respectively. 2.50% and 2.95%. Among them, the most sought-after consumer continues to be the mainstream 60-liter product. Compared with the same period of last year, the proportion of retail sales increased by 3.97 percentage points to 42.21%; retail sales increased by 3.78. Divided into 49.18%. In addition, 30 liters and 30 or less products also had good sales performance in the month; 40-50 liters of product share fell sharply.
In terms of gas water heaters, the 13-liter and 13-liter or more high-volume products are even more popular. The original mainstream 12-liter product is gradually being squeezed. This confirms the general trend of consumption upgrades, and it plays a major role in consumption. As the class is increasingly pursuing quality and comfortable bathing needs, the high-end transformation of the enterprise is indeed promising.
Reflecting the price level, although the water heater market in the month was affected by the off-season consumption, a phased strategy of price reduction promotion was launched. However, from the same period of last year, whether it is burning or heating, the price rise has not diminished. The data show that 2018 1- In February, the price of gas water heaters rose by 9.54%, while the price of storage-type electric water heaters rose by 8.17%. Among them, the average price of domestic brands rose by 13.04%, while the average price of foreign brands rose by 6.67%. (Impression)
annex: China Water Heater Market Monthly Retail Monitoring Report 2018
