From 2014 to 2017, the market monitoring data shows that the total sales of China's water purifier market at a compound growth rate of 33% per annum to maintain high-speed expansion trend.
And in this forecast 2018 water purifier Market Overall sales scale will exceed 35 billion yuan. Catalytic market growth is the main reason for two aspects, the first is the health awareness popularization, the deterioration of urban living environment and people to pursue the demand for health quality of the sharp contradiction, so that the health type products gradually from the upgrade to choose to evolve into the necessary choice, even just need.
The second is the water purification products in the enterprise and scientific research institutions, the technology continues to mature, the cost is declining, for scale expansion provides a strong market foundation. Although the face of the ever-increasing market space, there are many water purifiers, water purification solutions business has been pouring into the field, but based on life and health, and the product technology reserves have a clear threshold of access to the water purification industry, the market for the new brand attitude is very conservative, occupy the mainstream ranked enterprises are still those with solid technology, Brand accumulation of market veterans. Data statistics show that online channels, the city accounted for the top ten water purifier brand, the total market share of data in about 80%; offline channel, the city accounted for the top ten water purifier brand, the total market share rate data is more than 95%.
The new brand is difficult to enter the mainstream market ranks, such as large-scale e-commerce, home appliances and other channels, deep-rooted regional market, expand the new channel form becomes their few choices, for the water purifier market industry is constantly rich, covering the mainstream channels can not serve the market space is a powerful supplement. Although the water purifier industry for the new brand is not friendly, but from 2014-2018 in the first half of the mainstream brand ranking TOP20 (online channel TOP10 and offline channel TOP10) still has a certain change, and 2014 TOP20 rankings compared to The TOP20 list in the first half of 2018, the number of new brands is 6, of which the online channel-based brand new 4, these four brands are: Philips, Millet, Yang and Honeywell, offline channel for the brand new 2. From the new number of comparisons (4:2), we see online sales channels of the market vitality is high, new brands are also on-line channel trading early mature performance of the brand players. The new upstart in the four water purification market has always had a very high brand influence in China's home appliance market, and they are all traders in the online sales channels.
In the water purification products market positive appearance, rapid access to new product lines, the use of strong brand appeal and skilled online sales play, in a short period of time to get into the list of results is not surprising. In the long run, the brand concentration is too high, for any market development will have adverse effects, brand benign metabolism is very necessary.
It should be said that the water purifier market at the same time to maintain a high-speed growth while maintaining a reasonable level of iteration, the market development situation is relatively healthy. In the rapid expansion of the water purification market in 2017, Millet and nine Yang first into the online channel brand TOP10, 2018 in the first half of Philips and Honeywell into the list, respectively, they squeezed out Pentair, Ann Star, Dalton and special Jie, among them, in addition to the star, Pentair brand from the United States, the name of the brand from England,
The brand is from Germany, the rapid rise of the retail market, to more than in the commercial market of foreign brands grappling with the overall proportion of the total sales to bring a small pressure. Look at the above four new brands into the list and growth rhythm, from 2017 into the list to the first half of 2018, Millet and nine yang in the market accounted for a good growth trend, product targeting, focus on creating sales explosion, make full use of channel advantages, product sales education in advance,