Recently, the monitoring data released by Zhongyikang Times shows that the sales volume of water purification in China from January to May 2011 reached 17.13 billion yuan, a year-on-year increase of 15.4%. This data also reflects the current development trend of the water purification industry. So far, China's water purification industry has experienced different states from introduction to maturity, chaos to order, climax to stability. It is certain that for a long time in the future, China's water purification industry will maintain steady growth. 1. To gradually expand market capacity.
Policy: Water efficiency standards will be implemented to promote industry reshuffle and technological innovation
For a long time, the domestic water purification industry has been in a chaotic development for a long time. The lower technical threshold makes the hand-workshop-style production and OEM bag companies sway. In order to promote the healthy and orderly development of the water purifier market, November 2017, The General Administration of Quality Supervision, Inspection and Quarantine, the National Standards Committee issued the national standard GB34914-2017 "Reverse Osmosis Water Purifier Water Efficiency Limit Value and Water Efficiency Rating". This standard will eliminate those high water consumption through the setting of water efficiency limit value. Inferior products. The standard clearly states that RO reverse osmosis water purifiers with a net water production rate of less than 35% will become unqualified water purification products. It is reported that the standard will be officially implemented in November 2018.
Finesky booth
In this regard, some people in the industry predict that with the implementation of the standard, China's water purification industry will usher in a new round of reshuffle in 2018, a large number of water purifier manufacturers, especially low-end water purifier manufacturers or OEM brands or There is a risk of closing down. The release of the new standard means that the state will impose restrictions on the standardized production of the water purification market, eliminate the shoddy, constantly innovate, and alleviate the chaos in the market. This is also the protection of consumers. From the first half of 2018, The trend of industry reshuffle is gradually being amplified by this policy, and it is expected that the second half will be more obvious.
On the other hand, the new standard will lead the upgrade of a new round of water purification technology. The existing RO reverse osmosis filter is not the most perfect water treatment solution at present, and the low wastewater ratio of 1: 3 and the frequent replacement of filter elements need to be solved urgently. .
In terms of brand, many companies have made in-depth explorations and achievements in this issue. For example, Haier's membrane product HE-RO can achieve no change of membrane for 6 years under the premise of ensuring the safety of effluent water; AO Smith's MAX5.0 long-acting reverse osmosis filter has been extended to 5 years and the water purification rate has increased 1.5 times. The intelligent water-saving and anti-fouling system of Beverly Water Purifier has made the product have super high water production. Can not be fouled outside the rate.
Brand: Chinese and foreign wars continue to heat up the brand structure has changed slightly
Starting from 2017, the most obvious change in the domestic water purification industry brand is the entry of a large number of foreign brands, which has formed a situation in the mainstream market of 'foreign-funded brands, domestic brands retreating'. From a large background, this It is also the impact of consumption upgrades.
Angel Whole House Solution
In the brand structure, the position of the original first camp, Midea, Gion, AO Smith, Angel, 3M has changed. Due to the unsuccessful development after Unilever's acquisition, the industry status of Gion has fallen sharply. The up-and-coming mill millet water purifier (Yunmi produced) has a tendency to catch up with industry giants.
In the second camp, Bishuiyuan, Haoze, Yikou, Kangligen, Aiken and other brands are also fiercely competing in the territory of domestic brands and foreign brands. From the development trend, Bishuiyuan has the technical advantage of industrial water treatment, Hao Ze has the operational advantage of commercial water purification, both brands have the advantage of the state of development in the field of water treatment at home.
From the perspective of development trends, the second camp in the future will be more occupied by foreign brands, and the original springs in the second camp, Hanston, Jinliyuan and other brands will be delayed due to product technology transformation, product competitiveness and other reasons. Gradually squeezed out of the second camp.
Products: Small Brand Survival Intelligence Promotes New Concepts Big Brands seek strength to lead the whole house to clean water
In terms of products, a notable feature of 2018 is that small brands have launched the concept of 'cloud water machine' with the concept of smart home and smart home appliances in the hope of surviving. It sounds different from traditional water purifiers. In fact, the concept of intelligence is added to the water purifier, namely APP control, filter monitoring reminder, etc. In my opinion, such intelligence can not be called true intelligence, and the concept operation is greater than the actual use. The true intelligence of the water purifier should be the fully automated intelligence combined with the user's needs and the use of the product itself, and must be the intelligence of interoperability with other products in the home. From the current point of view, most of the small and medium water purification brands are not. Have this ability.
Another notable feature is that the whole house solution has become a major trend in the development of technology for medium and large water purification companies. From the early single water purifier items, it has gradually evolved from coarse filtration, softening, fine filtration, Heating and intelligent control, intelligent temperature control and other comprehensive three-dimensional solutions.
SYR Hanshill booth, Germany
In the whole house solution, Angel Cheng can be called a typical model. At the Shanghai Water Show in 2018, Angel redefines the whole house water purification system through innovative technology, reducing the consumption threshold of the whole house water purification. Allowing more households to achieve full house water purification while increasing the filtration accuracy of the central water purifier by 50 times, and reducing the volume of the end water purifier by half. STONER operates Aiken, Yirun, Yadras and other brands. The form of the solution emerged. In the 2018, Haoze also promoted customized solutions based on commercial usage scenarios.
According to the survey data of Zhongyikang, reverse osmosis technology has occupied the absolute main body of the water purification market. The market share of reverse osmosis water purifiers is over 80% in water purification equipment. Take the online market of water purification equipment during 618 as an example. The share of water retail sales further shrank, down 14% from the same period last year to 45.6%, and the share of pure water machine retail sales increased significantly, up 13% from the same period last year, reaching 47.6%. At the same time, through two pairs Comparing the average price of the product type, we found that the average price of the pure water machine reached 2,329 yuan, while the average price of the water purifier was only 677 yuan, and the average price of the pure water machine was 3.4 times the average price of the water purifier. The water purifier has been greatly expanded, which has promoted the rapid growth of the water purification equipment online market.
Channels: E-commerce is developing rapidly Diversified development continues to sink
A major change in the channel in 2018 is that manufacturers are no longer rigidly demanding the opening of specialty stores in the process of attracting investment. They are often based on comprehensive channels such as Shangchao, KA chain and building materials city. Diversification of channels. On the other hand, the development of e-commerce channels such as Jingdong, Suning, Tmall, etc. is also very rapid. For example, in July, Suning Tesco launched a 'Clean Water Festival' for water purification products to stimulate sales of water purification products. And opening a flagship store in Tmall Mall seems to be the standard for mainstream water purification brands, and the proportion of e-commerce sales in the entire sales channel is gradually expanding.
As consumers' health awareness and purchasing power increase, more and more consumers buy water purifiers as standard equipment for decoration. This situation also spread from the urban market to the rural market. At the same time, in the early years The counterfeit and shoddy water purifiers that are rampant in the third and fourth-tier markets are also ushered in a wave of new climaxes. Consumers are becoming more rational about the consumption of water purification products.
Haoze commercial environment one-stop solution
After-sales: More standardization Standardization services have become mainstream
The product attributes of water purification products are special. It is a non-standard product that integrates sales, installation, maintenance and maintenance. Each product needs post-service maintenance. How to transform the later service into a profitable benefit chain, let consumption Those who are willing to accept the service are more willing to pay after enjoying the service. They need the joint promotion of industry associations, third-party after-sales service platforms and water purification companies.
In the past two years, the after-sales service specifications for water purifiers have been continuously introduced, and industry norms have gradually penetrated into products, such as the “Installation and Maintenance Service Specifications for Household and Similar Water Purifiers” issued by the China National Standardization Association in June 2016. It marks the official introduction of the domestic household water purifier installation service maintenance standard. In June 2017, China Household Electrical Appliances Service Maintenance Association issued and implemented the “Net Water Gate Service Engineer Qualification Certification Specification”, becoming the first on-site service in the water purification industry. Engineer qualification certification specification.
At the same time, third-party after-sales service platforms with core technologies such as intelligent hardware, platform and APP are constantly emerging, serving water purification companies, water purification distributors, water purification channels, etc., to address user pain points and corporate pain points. Water purification companies have also begun to explore the high-end user service model, including enriching service projects, selecting quality service personnel, unifying the image of service personnel, unifying tools, building service training systems, and providing service incentives.
In general, the after-sales service of water purification products is becoming standardized and standardized, which will effectively promote the healthy and orderly development of the water purification industry.
In 2018, it has been more than halfway. From the perspective of the dynamics of some big brands, they are all promoting public welfare. With the water purification industry often saying that 'clean water is a conscience industry', the water purification industry has indeed promoted. The development of society and the improvement of people's healthy living standards. And the cause of benefiting the country and the people will continue to prosper.
