In the traditional peak season in May, it still failed to save the water heater market in the downturn. Zhongyikang data shows that the water heater market in May 2018 not only continued the downward trend, but also the decline, the overall retail volume and retail sales in April On the basis of a decline of 11.03% and 9.59%, it continued to decline by 16.96% and 19.07%.
Compared with the same period last year, it is still expected to fall. The overall retail volume and retail sales decreased by 21.32% and 16.18% respectively. Among them, the decline in retail sales is less than the decline in retail volume, which confirms the industry transformation. The upgrade is quite effective, and the terminal price increase of the water heater product is obvious.
(Source: Zhong Yikang)
The performance of sub-regional market, regardless of the ring ratio or year-on-year, the saturation is relatively high, and the first- and second-tier markets that are greatly affected by real estate regulation are falling faster than the third- and fourth-tier markets.
The sales in May fell into a trough, the property market regulation, and the weak environmental impact of demand is the most direct cause. On the other hand, it also shows that the peak season factor of the water heater market is no longer, when the 'May 1 Golden Week' becomes 3 days. After the small holiday, the effect of promotion is greatly reduced.
The downturn is unable to reverse, seeking endogenous growth momentum, has become the breakthrough way for water heater brand enterprises. Data show that this year, the average retail price of gas water heaters and storage water heaters increased by 9.84% and 6.11%, It is mainly to 3114 yuan and 1857 yuan, which is mainly due to the competition of various brands in product upgrades. Among them, the overall price increase of domestic brands is 11.95%, which is obviously faster than 4.27% of foreign brands. In the industry's leading camp The United States is the brand with the largest price increase this year, with an increase of 17.66%, followed by Wanhe, Haier.
At this point, in the competition of the water heater market, domestic brands not only greatly surpassed the foreign brands in the total retail sales, but also began to gain the upper hand in the proportion of retail sales. The data shows that in May 2018, the retail volume of domestic brands The proportion increased by 2.08 percentage points, up 1.14 percentage points year-on-year to 69.67%. The proportion of retail sales increased by 2.39 percentage points year-on-year, up 3.13 percentage points year-on-year to 57.99%.
Among them, the United States is the most prominent brand in the month, the two retail sales increased by 2.45 and 2.10 percentage points respectively. And it is worth noting that Haier (19.27%) and Midea (18.61) are comparable in retail sales. %), is vying for the number one position in the industry, and gradually opened up a gap with the third-ranked AO Smith (14.75%). It is undeniable that the most stringent property market regulation in history has taken root in the primary and secondary markets. Foreign brands have a big impact.
Of course, the joy is that the driving force for consumption upgrades can not be underestimated, which is reflected in the accelerated expansion of large-scale products. Data show that from January to May 2018, 13-liter and 13-litre gas water heaters accounted for The ratio increased by 17 percentage points to 53.75%, and the proportion of retail sales increased by 15.52 percentage points to 70.75%. In terms of electric water heaters, the market share of 60 liters of mainstream products further increased, and the two retail sales ratios respectively reached 43.58% and 49.84%. More and more consumers are starting to pursue more comfortable and more enjoyable hot water life.
In the opinion of Aiken Power Grid, both the pressure of the external environment and the transformation of internal structure will accelerate the reshuffle of the entire water heater industry. This is not a good thing for the benign development of the industry.
