In the first half of 2018, the home appliance market was in a downturn. In the second quarter, the market began to recover. But in general, in the short half year, there was no new product in the home appliance market, and the explosive products could attract the attention of the mass consumers. Under the joint effect, the home appliance market is still struggling at a low level, the product marketing innovation drive is insufficient, and the channel reform accelerates toward monopoly.
In the water purifier industry, the industry has grown from a high-speed growth in the past few years to the present, and has begun to enter a stable development stage in which the growth rate has narrowed. Earlier, Aowei Cloud Network (AVC) omnichannel-based total data showed that the first quarter of 2018 clean water The retail sales of the market will reach 4.64 billion yuan, up 12.1% year-on-year. But half a year has passed. According to Omni Cloud (AVC) omnichannel monitoring data, the online retailer online market volume in the first half of 2018 is 19.7. 100 million yuan, up 11.7% year-on-year, and offline was 1.42 billion yuan, up 14.2% year-on-year. That is to say, the actual situation in the first half of the year is even lower than the market size expected in the first quarter, which shows that this year's water purifier market is better than It is difficult to imagine. In addition, according to Zhongyikang data, from January to May 2018, the growth rate of water purification equipment retail sales decreased from 9.8% in 2017 to 4.4% in January-May 2018.
From the market level, the narrowing of the growth rate of the water purifier industry is mainly affected by the gradual saturation of first-tier cities. In 2013-2014, the water purifier market showed explosive growth. According to Zhong Yikang, the scale of water purification equipment in 2013 At 9.5 billion, the year-on-year growth rate was 79.5%. The water purification equipment defined by Zhongyikang includes water purifiers, water purifiers, straight drinking machines, and pipeline machines. Time has come to 2018, and the water purification market growth has been obviously fatigued. In the first half of the year, the growth rate was only 11.7%. The first consumption was upgraded. The regional market with high quality of life quality was weak. The main areas such as East China and North China were gradually becoming more competitive. The growth rate of first-tier cities slowed down and Shanghai even experienced negative growth.
The overall size of the water purifier market is increasing year by year, but it is limited by the ceiling of the first-line market, and the market is selling to the third and fourth grades. According to the offline monitoring data of Avi Cloud (AVC), the overall market under the water purifier line 5 The monthly sales volume increased by 30.5% year-on-year. Among them, the primary market, the secondary market, and the tertiary market, the growth rate of rural market sales was 12.2%, 41.4%, 48.6%, and 74.8%, respectively.
From the current situation, the primary market water purifiers are mainly high-end, and the competitive situation is fierce, while the second and third-tier markets are the current profit market, and the rural market is the popular market. The current market situation will be adjusted. The sales in the primary market can bring direct sales, but it is difficult to improve the market competitiveness of the enterprise as a whole. The second and third-tier markets will be sold. Enterprises can directly or through corporate policies. Branches, agents to carry out, can enhance the market position of the enterprise in the medium and long term, and enhance the influence of the enterprise. The best way in the rural market is to encourage the agents to implement through the corporate policy, and the company will increase the supervision of the sales. Check, improve the post-sales service system, and expand the influence of enterprises.
From the perspective of enterprise and market data feedback, sales will still be the way to promote the rapid start of the water purification market. At this point, enterprises need to be integrated into the overall marketing system when they are doing marketing plans. Look, the sales can be the vanguard of the corporate marketing strategy.
On the road of the popularization of water purification products, the function of water purifiers is also constantly innovating, and the role played by them is becoming more and more important. According to Avi Cloud (AVC) omnichannel monitoring big data analysis, in the first half of 2018 Consumers who like online shopping prefer smart products, while consumers who shop online are more concerned about functions. Among the important functions of water purifiers, the online share of APP control functions is 16.8%, up 8.3% year-on-year. The offline share was 1.7%, up 1.3% year-on-year; the filter replacement reminder function online share was 68.6%, up 11.7% year-on-year, offline share was 72.6%, down 0.9% year-on-year; 200-400 gallon high-throughput product line The upper share was 29.8%, up 12.3% year-on-year, the offline share was 33%, down 8.5% year-on-year; the double-outlet function online share was 26%, up 1.3% year-on-year, and the offline share was 38.6%, up 10.6% year-on-year.
There have also been some changes in the brand of water purifiers. Although the industry has been a process of big waves in the past few years, there are many more small and medium-sized brands that have squeezed into this highly competitive battlefield. At the same time, they have also scoured some Excellent brand. This phenomenon has also been confirmed in the Shanghai International Water Show at the end of May this year. The 2018 Water Show not only lacks the participation of big brands like AO Smith, American Yikou, Sun Rain, Quanlai, Changhong, etc. The live event of a beautiful brand constitutes most of the hot spots of the whole exhibition. In the past years, the grand occasion of the United States and AO Smith's rivals has become a beautiful show of the United States. It seems that the whole exhibition lost its past style. Although the scale of this year's exhibition also has Expanded, but the number of brands this year is supported by small and medium-sized brands.
Compared with the industry's internal exhibitions, the popular brand, some brands that rely on the group's predators have begun to choose a larger platform to highlight their industry position and stimulate the actual benefits. For example, AWE at the beginning of each year - home appliances The industry's largest exhibition, and the 618 promotion of the annual water show time - one of the largest e-commerce platform promotion festivals each year, big brands will not miss these feasts.
According to Omni Cloud (AVC) omnichannel monitoring data, the proportion of domestic brand market continued to expand in the first half of this year, and the proportion of foreign capital in the offline market was relatively high. The water purifier, a foreign product from the West, was branded in these years. Under the efforts, foreign brands have gradually lost their advantages. In this year's water show, we have seen many domestic brands' innovations and achievements in water purifiers. For example, Rice Technology has released a new next-generation ERO+AI water purification technology to effectively remove heavy metals from water. At the same time, organic matter, bacteria, nitrite, etc., retain more beneficial trace elements. Angel's third generation flat folding ultrafiltration membrane, from the results of comparative experiments, the strong water absorption of Angel filter, greatly improved water production effectiveness.
In the past two years, the online and offline barriers have been broken in the increasingly hot all-channel, especially the new retail background. According to the Omni Cloud (AVC) omnichannel monitoring big data show that in the first half of the year In the trend of clean water market, the pace of online and offline rhythm is about the same, while the high point of offline growth is relatively frequent. The first high point of offline market appeared in late January and early February, and retail sales increased by 235.2%. Is the highest point of growth in the offline market, and has since fallen into a trough, with multiple highs between the end of March and June. In the six months of the online market, the two highs were distributed at the beginning of the year and the end of June. Not big, relatively stable.
The scale and growth rate of offline retail sales in the first half of this year is eye-catching, and the product structure changes brought about by consumption upgrades show different trends in different channels. According to Avi Cloud (AVC), omni-channel monitoring of big data It shows that the consumption of the online market in the first half of 2018 has not changed much, mainly because the lower the price, the greater the retail volume. The offline market is the middle and the low, and the volume of water purifiers between 3,500 and 4,500 yuan accounts for More than the largest, mid-range products become the hotspots of offline channels.
Overall, the water purifier industry has entered the stage of the next-level market, and the market growth has narrowed. The industry competition is also more intense. In order to seize the market, the water purification enterprises have joined the home improvement building materials market, and the large chain will sell. Further promote the popularization of the water purifier offline market. However, if the enterprise pays insufficient attention to the sales, the post-construction tracking and after-sales service system is not perfect, or the retail channel fails to follow up, resulting in waste of resources, and the sales effect will be greatly reduced.
At the same time, the industry norms have become stricter and the threshold of water purifiers has increased. In 2018, it is an extraordinary year for water purifier manufacturers and agents. The first mandatory standard for water purification industry is reverse osmosis. The water purification machine water efficiency limit value and water efficiency level (hereinafter referred to as 'new national standard') will be officially implemented in November 2018. The release of the new national standard means that the state will impose mandatory production of the water purification market in order to eliminate Those inferior products that consume high water.
Relevant personnel pointed out: 'Domestic water purification products are welcoming the period of industrial innovation. The introduction of new national standards will force the upgrading of water purification industry. High-tech, high-quality water purification products will be more recognized by the market, low-end OEM, no The core technology water purification brand will gradually be abandoned.
2018 may be the turning point of water purifiers. In this year, the industry growth rate will decline from the past high level, entering a stage of high growth and stability. The competition in the water purifier industry will be more intense, in consumption. In the context of upgrading the new era, consumers' purchasing power has increased, traditional product structure has been upgraded, and emerging categories have accelerated. At this stage, water purification companies need to continue to develop in order to adapt to the ever-increasing high-quality demands of consumers. Cater to the market, enhance service and win word of mouth.