Driven by the combination of consumer upgrading and product structure optimization, China's water heater market scale continues to expand. In 2018, the water heater industry achieved a smooth start: Market research agency data show that despite the impact of the real estate market regulation and the Spring Festival dislocation, but one China's water heater market has maintained a steady growth in the quarter.
Recently, the State Grid of China visited a number of water heater companies, and the relevant person in charge of water heater companies expressed optimism about the market. In the country, he unwaveringly adhered to the policy of regulating the real estate market in accordance with the policy of 'not housing and frying.' Next, they are more likely to increase the development momentum for enterprises by upgrading their product structure, to further satisfy consumers' needs for a better life, and to promote the continuous growth of the water heater industry.
Water heater market starts well Businesses generally optimistic expectations
In 2017, the country’s first-tier cities and key second-tier cities facing overheated real estate markets promulgated intensive control policies and the real estate market has cooled significantly. Take Beijing as an example, according to statistics from the Beijing Municipal Bureau of Statistics, under the control of the strictest property market, 2017 In Beijing, the sales area of residential buildings in Beijing was 6.128 million square meters, which was a decrease of 38.3%. According to data from the Beijing Municipal Housing and Construction Commission, Beijing used 136,237 sets of second-hand residential properties for the whole year of 2017, a year-on-year decrease of 49.99%.
As the water heater industry downstream of real estate, under the control of the real estate market, the conduction will also be under the impact. In addition, the dislocation of the Spring Festival is also a certain negative for the market sales of water heaters. During the visit, some related companies said that this year The sales of water heaters in the first and second-tier markets in the quarter were not as high as those of the same period of last year, but the level of the tertiary and tertiary markets still maintained a good growth trend. Therefore, the water heater industry still delivered a relatively satisfactory answer sheet in the first quarter.
According to the total data from Ove Cloud's omni channel promotion, the sales volume of China's water heater market was RMB 18 billion in the first quarter of this year, an increase of 8.8% year-on-year. China Unicom’s total data show that the retail sales volume of China’s water heater market was 9.05 million units in the first quarter. , an increase of 7.05% year-on-year; retail sales of 14.9 billion yuan, an increase of 15.68%.
Although the real estate market regulates, however, water heater companies are optimistic about this year's market expectations. Million and water heater business leaders believe that this year's gas water heater market is expected to achieve 12% year-on-year growth. Macro water heater business person in charge expects this year, gas water heaters The market growth rate will exceed 10%, and the market growth rate of electric water heater is expected to be 5% -10%.
In their view, the overlapping of the dual needs of popularity and renewal, changes in user's bathing habits, and attention to the use experience of water heaters, the continued advancement of the construction of natural gas pipeline networks and the injection of external gas sources are all positive for the water heater industry. The future water heater industry Still have more room to rise.
According to China Excellency data, the retail sales of electric storage and water heaters in China's water heater market in 2017 was 30.2 billion yuan, an increase of 6.4% year-on-year; the retail sales of gas water heaters was 34.4 billion yuan, an increase of 13.9% year-on-year. People boldly expect that water heaters are expected to become another 100 billion-scale sub-sector in China's home appliance industry.
On April 26th, under the guidance of the China Household Electrical Appliances Association and the Ministry of Information and Industry Development of the National Information Center, the “2018 China Water Heater Industry Summit” organized by the State Grid of China will be held in Beijing. By then, the mainstream water heater brands and channels in the domestic market will be held. The business representatives will attend the meeting collectively to discuss the current status and development trend of the water heater market in China.
Water heater enterprise ambitious to increase the layout of the collective efforts
In the face of steady growth and great potential in the Chinese water heater market, whether it is integrated household appliance companies Haier, Midea, or professional water heater manufacturing companies like Linnet, Canton, Wanhe, and Wanjiale, they are all increasing the investment and distribution of the water heater business. , And there are some latecomers who have been joining the water heater industry: Bosch Thermotechnology, a subsidiary of the German Bosch Group, and South Korea's Kyungdong Nabi, which started with a gas boiler and heating system solution in the Chinese market, has entered the domestic water heater market.
The relevant person in charge of Midea Water Heater Division stated that in 2017, the US water heater business has exceeded 10 billion yuan. In 2018, the US water heater will strengthen the promotion and penetration in the high-end areas.
According to Yu Wei, Director of Marketing at Shanghai Linnei Co., Ltd., Linne’s performance continued to grow at a rate of around 20% in 2017, and this year Linne’s growth target is still 20%.
In March 2017, Linneen's new industrial park in Fengxian, Shanghai was officially put into operation, and the gas water heater production capacity increased significantly. According to Yu Wei, Linnei will also carry out the second phase of Fengxian Industrial Park in the near future. The third phase of the project will be completed. Will be further improved. This year, on March 21st, Linne and Suning Tesco held the 2018 strategic cooperation conference. The two sides set the strategic goal of selling 2.5 billion yuan in the channel products of the entire Rinnai channel from 2018 to 2020. The water heater is a cooperation between the two sides. The main category.
Zhang Yan, Head of Marketing of China National Investment (China) Investment Co., Ltd., said that in 2017, the energy water heater business achieved double-digit growth, and product structure optimization was the chief contributor to growth. This year, the energy efficiency will further improve its product structure. Optimize the channel system construction.
Vantage water heater business executives said that last year, Vantage water heater business revenue more than 20 billion yuan, this year's revenue target is 3 billion.
According to data released by Bosch Thermotechnology, sales of Bosch Thermotechnical electric water heaters increased by 161% in 2017, and sales of gas water heaters rose by 49%. Cai Sikai, Vice President of Sales and Marketing of Bosch Thermotechnology China, said in an interview with China National Grid during AWE2018 that water heaters Currently, Bosch Thermotechnology is a core business in the household sector. This will not change in the next few years. Bosch Thermotechnology focuses on the enrichment of product lines in the Chinese market, the expansion of channel networks and the continuous improvement of service levels. Other aspects of investment.
Kim Yong Fan, chairman of Kyung Dong Nabian (China), said in an interview with China National Grid that at present, Kyung Dong Nabian gas water heater business is progressing smoothly, and Kyung Dong Nabian's new factory in Shunyi, Beijing will be officially put into production this summer. Kyung Dong Nabian will develop local gas water heaters to develop the Chinese market. He hopes to make Kyung Dong Nabian the top three brand of gas water heaters within five years.
Focus on endogenous power Emphasize product upgrades
During the visit of China National Grid, the person in charge of the water heater company has expressed a high degree of unanimous opinion: Comfort, health, environmental protection, and safety have become the main appeals of consumers for water heaters. For this reason, electric water heaters will be built around intelligent control, healthy living water. , Fast heat, differentiated appearance and other technical dimensions are used for product development, while gas water heaters are mainly focused on zero-cold water, constant temperature, high-rise, high-quiet and other technical points for new product development. During the current China Water Heater Industry Summit forum, water heater products Trends and market consumption trends will also be one of the hot topics discussed by the participating companies.
At the strategic cooperation conference with Suning Tesco on March 21, Linnei released a new series of gas-fired water heaters equipped with 3C constant-temperature system technology. When efforts are made to solve multiple water use, summer water and off-season water reappear. The temperature of the water fluctuates to ensure a constant temperature comfortable water experience.
On April 19th, Casa Dee joined hands with Suning Tesco to launch Tianmu PRO self-embedded electric water heater, which is leading the slimming transient heat technology. It is equipped with Turbo instantaneous thermal technology Tianmu mini instantaneous thermoelectric water heater and adopts multidimensional silent noise reduction system. Tianhao series CM3 gas water heater three new products, the first two products are focused on instantaneous hot wash technology, while the new gas water heater is more emphasis on silence.
Smart IoT is one of the major development points of Bosch Thermotechnology in water heater products. 'We are confident that we can promote changes in the hot water sector in China. We can use the best and most advanced technologies, especially the use of Wifi technology, to China. The market offers better solutions and better products.' Cai Sikai said.
Weibo water heater official said that Weibo electric water heater products mainly focus on fast heat, healthy living water, intelligent reminders and other technologies to make a fuss.
During the visit, the person in charge of the water heater company said that through product and technological innovation, it will provide growth drivers for the development of the company and provide innovative products and hot water solutions to meet the needs of consumers for a better life, thus promoting the sustained and healthy development of the industry.