After several years of rapid growth, the water purification market has officially entered a period of stable growth from 2017. According to Zhong Yekang estimates, the growth rate of the water purification equipment market will further slow in 2018, and the retail sales volume will increase by 9.4% year-on-year. Retail sales increased by 17.4% year-on-year. From the market performance in January-February 2018, there were significant differences between online and offline sales. According to China Icom's retail monitoring data, the online high-speed growth, and the offline growth rate declined.
First, the online growth rate is fast, especially the desktop direct drinking machine has shown explosive growth
According to the China Yikang retail monitoring data, January-February 2018 (2018.1.1-2018.2.25 a total of 8 weeks, the same below), the online retail volume of water purification equipment increased by 15.2% year-on-year, retail sales increased by 64.5% year-on-year. , Desktop straight drink machine as a sub-category of water purification equipment market, because it has a beautiful appearance, small size, clean water heating, multi-section temperature control (to meet the various needs of washed milk, tea, coffee and other water temperature), free The installation, multi-point mobile water consumption and other features have been favored by consumers and have seen explosive growth. Retail volume has increased by 230% year-on-year, and retail sales have increased by 233.2% year-on-year.
Second, the growth rate below the line is declining and the water purifier maintains positive growth.
China Yikang's retail monitoring data showed that in January and February 2018, the retail volume of water purification equipment fell 13.5% year-on-year, and retail sales decreased 5.3% year-on-year. From the point of view of product types, water purifiers continue to expand, retail sales of water purifiers Its share exceeded 80% to reach 80.7%. At the same time, driven by product upgrades, retail sales of water purifiers increased by 2.5% year-on-year.
Third, the online and offline average price increase obviously
Driven by the consumption upgrade, the average price of the water purification equipment line and the offline line increased significantly. The average price on the line increased by 40.9% year-on-year to 1,147 yuan, and the average price under the line increased by 10.3% year-on-year to reach 3,792 yuan.
In 2018, the water purification market will continue to maintain high-speed growth, driven by technological innovation and product upgrading of water purification companies.