In the spring of March, the home improvement market ushered in the traditional peak season. In the pre-decoration period, it is necessary to install a home-operated water heater. Naturally, it has also created a wave of sales climaxes. The data from Zhongkang show that compared with the lowest valley in February of the year, The bottom of the entire water heater market rebounded in March was very obvious, the chain volume of retail sales and retail sales rose 88.10% and 125.07%, respectively.
Among them, in particular, the recovery momentum in the secondary market was the strongest, with retail sales increasing by 146.39% and 80.47% month-on-month; retail sales rose even further, reaching 199.22% and 112.42%, respectively. With relatively small environmental impact and relatively weak competition in the tertiary and tertiary markets, the sales situation is relatively stable.
(Source: Zhong Yikang)
In spite of the peak season in March, from the year-early point of view, the overall sales of the water heater market were still lower than last year, falling by 5.14%, due to the negative impact of the macro-environment such as the regulation of the property market. This decline was mainly due to the sensitivity to the policy response. 1. The secondary market, the tertiary and tertiary markets still maintain a slight positive growth, and there is still potential for excavation.
Another good news is that despite the decline in retail sales, the retail sales of the water heater market maintained a strong growth of 4.12% driven by price factors. Among them, the increase in the tertiary and tertiary markets were all above 10%. Significantly higher than the increase in the primary and secondary markets, it can be seen that the tertiary and tertiary markets are accompanied by a rise in the level of consumption and there is ample room for the increase in the amount.
In March, which was boosted by consumption, brand competition was fierce. Among them, the strong performance of foreign brands was particularly prominent. Compared with the previous month, the overall retail sales and retail sales accounted for a significant increase of 6.09% and 8.28%, respectively; In terms of year-on-year terms, these two proportions also increased by 1.95% and 0.08%, respectively. Looking at the performance of each brand, AO Smith’s growth was the most eye-catching in the month, with the two retail sales up by 3.50% and a quarter-on-quarter increase respectively. 5.00%, the year-on-year increase also reached 1.14% and 1.11%. In addition, Linne, the rate of these two high-end positioning of foreign brands, there are good growth.
This is a long-term elimination of consumer domestic brands. The limelight of domestic brands was temporarily concealed in this wave of competition. Haier, Midea, Wanhe and other brands with relatively large market share all experienced a phased decline. However, from 2018 the first In terms of the overall performance of the quarter, the development momentum of domestic brands still needs to be even better, with retail sales accounting for 0.66 percentage points to 69.68% year-on-year, and retail sales accounting for 2.35 percentage points to 58.55%.
It can be seen that domestic brands have competed in recent years and not only achieved a significant catch-up in terms of sales volume, but also began to counterbalance the high-end foreign brands in terms of sales. This is reflected in the price level, domestic brands in 2018 In the first quarter of the year, the overall average price rose by 12.96 percentage points to 1987 yuan, of which the price increase of the United States was the largest, at 19.51%.
With the participation of foreign brands that are known for their gas-fired water heaters, the overall share of gas-fired water heaters also increased significantly in March. Both retail sales accounted for an increase of 7.17 and 9.20 percentage points respectively. Among them, the strong-discharge type that served as the mainstream of consumption. The share of products is further increased. As of the first quarter of 2018, the retail and retail sales of strong-out products accounted for 96.18% and 96.32%, respectively. The flue-type products with potential safety hazards are even more marginalized. .
The optimization of product structure is also reflected in the further popularization of big-up products. In the first quarter of 2018, 13 liters and 13 liters or more of gas water heaters, retail sales increased by 17.79 percentage points to 50.5%; retail sales The proportion increased by 16.79 percentage points to 68.01%, gradually leaping into the mainstream of consumption. Similarly, for the 60 litre storage-type electric water heaters, the two retail sales ratios further increased to 42.82% and 49.46%, respectively.
annex: China Water Heater Market Monthly Retail Monitoring Report March 2018
