Beijing Zhongyekang Times Market Research Co., Ltd. released a clean water market report. The data showed that during the May 1st period of 2018, the market for water purification equipment rose well. The following is the full report:
According to Zhong Yikang’s calculations, during the May 1st period of 2018, the volume of retail sales and retail sales of the water purification equipment market were 1.42 million units and 4.3 billion yuan, respectively, a year-on-year increase of 15.2% and 26.7%. Meanwhile, product upgrades and structural adjustments Under the impetus of promotion, the average price on the line has increased dramatically. The average price on the May 1st line reached 1,317 yuan in 2018, an increase of 39.2% year-on-year. Affected by the weakening of the high-end trend under the line, the increase in the average price under the line narrowed. The average price reached 4023 yuan, a year-on-year increase of 5.0%.
First, the offline market began to decline afterwards. Starting in March, frequent promotions led to a rebound in the clean water market. Judging from the promotion rhythm of 1-18 weeks in 2018, the offline market showed a tendency to decline first and then increase. In January and February, the performance was normal. Starting in March, with the increase in the frequency of promotion, the clean water market gradually rebounded, especially During May, the sales amount of water purification equipment continued to rise.
Second, the high-end trend under the line weakened, and the high-end ratio accounted for the decline. According to the Zhongyekang four-point rule: Using the sales records of 1-14 weeks in 2018 as a sample, the prices are sorted from low to high and the cumulative retail sales amount to 25%. They are divided into the low end of the market, the middle low end, and the middle high end. , High-end market price cut-off points. Comparison of the May 1st period (W15-W18) with W1-W14 found that during the May 1st period of 2018, the share of retail sales of medium and high-end products over 4780 yuan was 30.6%, which was a drop of 3.6 compared with W1-W14. Percentage.
Third, the online structure optimization, the price segment moves up. Due to the optimization of product structure on the line, the high average price of water purifiers was significantly expanded. In May 1818, the share of retail sales of water purifiers on the May 1st line reached 67.4%, which was 8.2% higher than the same period of last year. At the same time, 400 gallons was online. The proportion of water purifiers has increased substantially. In May 1818, the 400 gal. water purifiers on 51 First Line accounted for 31.7% of the total retail sales of online water purifiers, an increase of 6.2 percentage points over the same period of last year.