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, and the price of the average price under the line decreased in May 1818. 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 sales promotion led the rebound of the water purification market. From the 1-18 week promotion tempo in 2018, the offline market showed a tendency to increase first and then decline. The performance was normal. Starting in March, with the increase in the frequency of promotion, the clean water market gradually rebounded. Especially during the May 1st period, the sales amount of water purification equipment continued to rise.
Second, the offline high-end trend weakened, and the mid-to-high-end ratio accounted for the downside. According to the Zhongyekang quarantine method: Take the 1-14 weeks sales record in 2018 as a sample, sort the prices from low to high, and accumulate retail sales up to 25%. A segment, which is the low end of the market, mid-to-low end, mid-to-high end, and the high-end market price demarcation point. Comparing the May 1st period (W15-W18) with the W1-W14, the high-end products of 4780 yuan or more during the May 1st period of 2018 were found. The share of retail sales was 30.6%, which was 3.6 percentage points lower than W1-W14.
Third, the online structure is optimized, and the price segment moves upwards. With the optimization of product structure on the line, the high average price of water purifiers has been significantly expanded. The share of retail sales of water purifiers on the May 1st line in 2018 reached 67.4%, compared to last year. At the same time, the proportion of online 400 gallon water purifiers increased significantly. In May 1818, 400 gallons of water purifiers accounted for 31.7% of the total retail sales of online pure water purifiers, compared to last year. In the same period, it increased by 6.2%.