People pay more and more attention to health and health, and the requirements for water quality are getting higher and higher. Water purifiers have become an indispensable household appliance for many families, so the market demand for water purification equipment has also increased. In 2014, the market size of the water purification industry reached 9.7 billion yuan, and it continued to rise in 2015-2016. It is becoming more and more mature. However, with the continuous improvement of supply-side reform and consumption upgrade, China's water purification industry still maintains in 2017. Growth, but the market has gradually become rational, and the overall growth rate of the industry may slow down in the future. Zhongyikang expects that the market size of China's water purification equipment will be 38.6 billion yuan in 2018, compared with the market size of 32.9 billion yuan in 2017, 18.29 % year-on-year growth rate, the water purification industry will usher in a small growth rate decline, the future water purifier market competition will also intensify, how to seize the opportunity in the process of gradually narrowing the market size, which is reserved for the major net A new topic for water companies.
Rejecting 'low-cost low-energy' segment to promote diversification
In the future, China's water purification market will present a three-point world pattern, which is divided into household water purification single product market, commercial market and whole house water purification market. At present, consumers are not only satisfied with the basic purification function of water purification equipment, water purification enterprises. Deepen the pain points of users and speed up product upgrades. At the same time, the demand for drinking water in public places such as airports, campuses, factories, banks, etc. is also worthy of attention. More importantly, consumers not only need to purify drinking water, but also need to purify domestic water. It is very urgent, and the drinking water demand of different segments is also different. The future of the water purification market will depend more on consumer demand. At present, most consumers have strong demand for water purification equipment, water purification market. The rapid growth of this is largely due to this. According to Zhongyikang research data, 87% of consumers believe that tap water in their homes needs to be purified and then drink. 90.6% of consumers think that they should buy water purifiers. In the future, domestic water purification The equipment market will be diversified, and the water purification industry standard is gradually infiltrating into products, and user demand is driving product upgrades.
From the perspective of regional development, the future growth of water purifiers will be multi-polarized. The market potential of the third and fourth-tier markets, led by the prefecture and county level, will be released rapidly and the scale will increase the fastest. The monitoring data of Aowei Cloud Network shows that In 2017, the rural market grew by 29.8% year-on-year, higher than the growth of the first, second and third-tier markets. The rural market has great potential. Moreover, the return of the first-tier cities such as Beijing and Shanghai has also boosted the demand of third-tier cities and rural markets. Of course, regional water pollution has a great impact on the uneven development of water markets in different regions. The volume of East China and Central South China has increased by more than 20% year-on-year. Specific to the growth of provinces, Jiangsu, Guizhou, Zhejiang, Hubei and other regions. Faster, more profitable. In the first and second-tier markets, there is no lack of market vitality. The people in this region pay more attention to product quality, and have more demand for product design, intelligence, and health functions. Major companies continue to follow up on market segments and develop products that meet market needs based on specific groups of people.
RO product advantages obviously large flux will continue to grow
Air and water are the primary conditions for survival, and water is more important as a source of life. In recent years, the problem of water pollution has become more prominent. The newly revised Water Pollution Prevention and Control Law has been on January 1, 2018. Implemented nationwide, the new law clarifies that local governments at all levels should establish a river length system to rectify water pollution issues within a time limit, thereby strengthening the responsibility of local governments for water environmental protection. National policies have already made important instructions, but gradually implemented and popularized. It takes time, so in the short term, the public wants to drink more healthy water, and you need to buy a high-efficiency water purifier.
The current household water purifiers are roughly divided into two categories, ultrafiltration water purifiers and RO reverse osmosis water purifiers. Industry insiders suggest to buy RO reverse osmosis water purifiers, because compared to ultrafiltration water purifiers, although RO The price of reverse osmosis water purifier is relatively high, but the RO reverse osmosis water purifier has higher filtration precision, can filter out heavy metal ions, bacteria and other impurities, and the purified water can even be directly consumed. According to the monitoring data of Ovi Cloud In 2017, the share of offline reverse osmosis products has reached 91.2%, the product share of 200G-800G flux segment is 60%, the share of online reverse osmosis products is 72.8%, and the share of 200G-800G flux segment is 41%. It is expected that Chase will be 2018. The amount of reverse osmosis products will continue to grow.
The most important products for filter selection still need to be upgraded.
In addition, the most important part of the water purifier product is the filter element. The insiders suggest that when purchasing the water purifier, you must consult the merchant for the filter brand and model of the selected water purifier product. Try to purchase a high-resistance filter. The water purifier products, the core components of the RO water purifier include RO filter membrane, PP cotton primary filter, activated carbon filter cartridge, etc. Among them, RO filter membrane is the most important part of the whole core component, RO filter membrane is in certain Under pressure, water molecules can pass through the RO membrane, while inorganic salts, heavy metal ions, organic matter, colloids, bacteria, viruses and other impurities in the source water cannot pass through the RO membrane, thereby allowing permeable pure water and impervious concentrated water. Strictly distinguished. Although the filtration accuracy of RO reverse osmosis membrane is higher than other filtration methods, it does not affect the life of RO membrane during the filtration process, so it will inevitably produce certain concentrated water, which will directly affect the purified water. The water production rate of the machine.
The Zhongyi Kang water purification consumer survey shows that the main problems encountered by consumers when using water purifiers include: The volume is too large, and the changes in water quality cannot be known at any time. I don’t know when to change the core, the wastewater is directly drained, and it cannot be reused. Small water, more wastewater, etc. As people's living standards continue to improve and the awareness of water purifiers gradually increases, consumers are not only satisfied with the basic functions of water purifiers to purify water, the addition of water purifiers The function also puts forward new requirements. The water purification company has also begun to dig deeper into the pain points of users and accelerate the pace of product upgrades. The product attributes of water purification products are special. It is a semi-finished product integrating sales, installation, maintenance and maintenance. Products need post-service maintenance. How to open up the complete research and production ideas of the water purification industry, and deepen the improvement of the pre-sales, after-sales overall service system, which is the major water purification enterprises in the new era of the home appliance industry transformation process needs to be consistently resolved The problem.