The people's living standards are increasing, and higher requirements are placed on the quality of water. In this context, household water purifiers have high hopes and are considered to be the next blue ocean in the field of home appliances. In fact, the analysis believes that household water purifiers The future development path of the industry has actually been basically determined.
The field of water pollution control is well known, but people's understanding of the water purification field is slightly insufficient. As a household water purifier that started late but has begun to 'fly into the homes of ordinary people', it is becoming a new blue sea in the home appliance market. This is also the trend of people's pursuit of quality of life in the process of continuous improvement of living standards.
It is understood that the development process of water purifiers in China can be divided into three stages: the germination period from the 1980s to the 1990s; the exploration and development period from 1990s to 2000; the growth period from 2001 to the present. From the second stage, China The water purifier was officially launched, and it opened the road of rapid development and competition among major brands.
After entering the growth stage, the terminal water purification equipment could not meet the people's demand for drinking water and water. The household water purifier market began to attract attention. Since then, the household water purifier industry has entered a period of rapid development.
The data shows that since 2009, the average annual compound growth rate of sales of household water purifiers in China has reached more than 30%, but the real outbreak began in 2012, and officially formed commercial water purifiers, household water purifiers, The market pattern of bottled water is 'three legs'.
In 2016, China's household water purifier sales revenue exceeded 20 billion yuan, an increase of more than 40% year-on-year. In 2017, sales revenue exceeded 30 billion yuan, a year-on-year growth rate of about 50%. Industry expects that with consumers on household water purifiers With a deeper awareness, household water purifiers will become mainstream, with a growth rate of no less than 20% for a long period of time in the future, and a market size of 60 billion yuan in 2020.
Some industry experts pointed out that from the multiple factors of brand, product, enterprise, etc., China's household water purifier industry may complete its long-term mission in 2019, and begin to mature in 2020, and maintain a period of about 10 years, that is, In 2030, it entered a recession.
Of course, China's household water purifiers are also facing 'procrastination in the growing period', such as the biggest troubles: low penetration rate, resulting in insufficient market outbreaks. It is understood that the water purifier penetration rate in developed countries is as high as 80% or more, and China Less than 5%, especially in rural areas, is still a blank.
As for the reasons for the sluggish penetration rate, the industry agrees that there are the following points: The consumers still have insufficient understanding of water purifiers, especially in underdeveloped areas, lack of trust in household water purifier products; The quality of the products is not good enough, so that consumers can't get started; the installation is complicated, the warranty maintenance is difficult, and there are many problems in the after-sales and after-sales stage.
Overall, China's household water purifier industry is currently in the stage of 'soft demand' to 'just need' conversion, the market has not formed a complete ecological chain, so that the market with great potential can not be quickly erupted. From the experience of developed countries, this is a necessary stage.
Fortunately, the demand for the market is high, the multi-party supervision at the national level is superimposed and the industry threshold is greatly increased. The reshuffle of the household water purifier field is underway, and the environment for the benign development of the industry is also taking shape.
We believe that after entering the maturity period in 2020, China's household water purifier brand is bound to show a strong strong trend, foreign brands, joint venture brands and domestic brands eventually merge to form high, medium and low three camps, and the gap is more The bigger the situation, the more the enterprises that have no core competition will be eliminated. In the 2030 recession, the giants will become the monopoly. The profits of other water purifier manufacturers will be further compressed, and they will eventually be forced to transform or withdraw.