Do you drink water? This seemingly simple thing to drink water has gone through several stages of drinking water, tap water, and bottled water to the water purifier. According to institutional inspections, the domestic water purifier market capacity will exceed 100 billion yuan in the next five years. For the water purifier, on the one hand, it is the market that is about to break out, on the other hand, it is the shortcoming of its domestic enterprises in production technology. In the face of opportunities, how can the water purifier industry grasp the trend?
Water purifier market
Become the "toon" of the home appliance industry
“Since 2010, the sales volume of the Qinyuan water purifier in the market has doubled and doubled every year.†Although the Qinyuan water purifier has been in existence for nearly 20 years, it can be used as a garden. Wang Liping, the market manager of water purifiers, has gradually felt the outbreak of the water purifier market since 2010.
Coincidentally, Lake, which mainly produces clean household appliances, also took the opportunity to enter the water purifier market before and after 2011. "On the one hand, the market is accepting more and more water purifiers. On the other hand, the market demand also makes Lake urgently need to expand its product line to consolidate its market position." Marketing Director of Guangdong Branch of Lake Electric Co., Ltd. Zhang Zhengquan said that grabbing the water purifier market has become a step for companies to take.
Whether it is the long-term ploughing water purifier market or the “first-in-coming†Lake, the water purifier market has undoubtedly become a tempting “Chan†in the eyes of home appliance companies. According to the latest data provided by the Prospective Industry Research Institute, the domestic water purifier market capacity will exceed 100 billion yuan in the next five years. Since 2014, the sales of the water purification industry reached 12.1 billion yuan, a year-on-year growth rate of 66.9%, far higher than the overall growth rate of the home appliance market of only 0.25%.
Despite this, the domestic water purifier market share is still not comparable to other countries. According to Wang Liping, the current share of water purifiers in the domestic market is only 5% to 10%, while the market share in foreign markets is over 90%, which is basically the standard for each household.
Enterprises have laid out three camps
According to statistics, the market capacity of China's water purifiers has reached an annual growth rate of 50%. It is estimated that by 2019, the national household water purifier market will have a penetration rate of 20% to 30%, which is about 100 million households, and the average annual growth rate will reach 30%.
The water purifier is about to usher in explosive growth, and the layout of the major appliance companies will take it for granted. It is understood that the entire water purifier industry is currently divided into "three camps." Among them, the first camp is mainly composed of enterprises with annual shipments of more than 900 million yuan, including Midea, Gion (plus Unilever) and other companies; the second camp's annual shipments will remain between 100 million and 500 million. Between the Yuan, the companies in this camp mainly include Angel, Philips, Yikou, Four Seasons Muge, Sun Rain, Haier, Kaineng, Haoze, Bishuiyuan, etc. The threshold of the third camp is between 50 million yuan and 100 million yuan. Between 50 million, it can also be called the watershed of large-scale domestic water purification enterprises. The camp is mainly composed of Gree, TCL, Yunmi (millet), Sloan, Zhelcon, and Enics.
In terms of new brands, it is different from the situation in 2015 when companies entered the water purification industry. In 2016, only a few kitchen and bathroom companies entered the water purification industry, and most of them used one or two products to assist in the sale of kitchen and bathroom products.
Market fish and dragon mixed technology short board needs to be solved
With the entry of new brands, the entire water purifier industry has also experienced many problems such as uneven brand, complicated installation and difficult maintenance. According to incomplete statistics, there were more than 4,500 water purifier enterprises in 2014. The lack of technological innovation is the unspeakable hidden danger of the entire water purification industry. From 2010 to 2015, the prices of products of different technology types are in a trend of rising. Among them, the growth rate of reverse osmosis products is the fastest, and the living space of low-end homogenization products is getting smaller and smaller.
“Ultrafiltration membrane and RO reverse osmosis membrane are the most critical part of a water purifier, but the cost of these two membranes is not low. Now some products on the market that sell for only 1,000 yuan or even lower than this price are absolutely There is no such two membranes.†Wang Liping said that the time for the water purifier to enter the Chinese market is not short. It can be managed due to the lack of uniform standards in the industry, and the attributes of “semi-finished products and low-tech†of the water purifier products are The threshold is extremely low, and a large number of formal and informal brands are pouring in at the same time, which is also easy for consumers to lose confidence in the industry.
"This industry has not yet accepted the first round of reshuffle, and its mixed level can be imagined." Zhang Zhengquan believes that the industry is still in an outbreak, and then there will be a round of reshuffle, so companies only seek differentiated development. To ensure that it is not eliminated. To this end, for the water pump as a painful point of difficulty in the installation of kitchen products, Lake launched a "free installation" water purifier last year, allowing consumers to directly use the water tank with tap water can be used directly.
At present, for the domestic water purification industry, the existence of shortcomings of technology is also a problem that has to be overcome. “Although for the Gion, many years of experience have allowed it to fully develop and produce independently. For high-density raw materials such as RO reverse osmosis membranes, it still needs to rely on imports. Wang Liping said that in the field of water purification, foreign production technology should lead the country for hundreds of years. Therefore, the entire water purifier industry faces an explosion that is about to open in the domestic market. On the other hand, there are still many challenges that urgently need the industry to overcome.
Industry voice
Opinion 1
Market pricing chaos
More than 10,000 yuan or false high
During the visit to the Gome, Suning and other offline stores, the reporter found that the pricing of water purifier products is really different. There are products close to 10,000 yuan, and there is also a "private price" of one or two thousand yuan. “The whole industry is confusing in pricing and lacks evaluation of product costs. This is a problem facing the entire water purification industry.†In Wang Liping’s view, relying on current technical means, the price of water purifier products is around 10,000 yuan. high.
“At present, the water purification industry should focus on the RO reverse osmosis membrane. If there is no RO reverse osmosis membrane, it is not complete for a water purifier. In low-priced products, there is basically no reverse osmosis. For high-priced products, the cost is fixed. If there is no relevant department to restrict, there are always companies that sell products with less than 1,000 yuan cost to tens of thousands of yuan. This phenomenon is not uncommon in the industry. "Wang Liping said.
In terms of how to improve the penetration rate of water purifier products, Wang Liping suggested that developers can take into account the installation of the water purification system when planning the construction of the building, and advance the purchase and installation of the water purifier. Before the house transaction, it can gradually increase the consumer's acceptance of the water purifier.
Opinion 2
Improve industry standards
Transparent inspection process
"At present, the country does stipulate the TDS value for water quality. Because only the numerical values ​​are specified, there is no standard for the detection of the value, so that some enterprises can get through the customs. For example, the water quality of different regions is different, if the same is used According to the numerical value, there is absolutely no way to reflect the water purification capacity of a machine. According to Zhang Zhengquan, the TDS value is the purity index of the water that needs to be measured by the national water quality research and development department. The higher the TDS value, the more the impurity content in the water. . Now, the water purifier industry generally uses a TDS pen to detect the water quality TDS value, and the detected TDS value is also the key to determine whether the water purifier is qualified or not.
Therefore, Zhang Zhengquan believes that the monitoring conditions of the unified industry are the key to the healthy development of the industry, and also the place where the entire industry needs to be improved together. “The perfect industry standard should not only regulate the value of TDS, but also regulate the technology and conditions of monitoring, such as what environment the sample should be taken from, and the amount of sample. The process of monitoring the enterprise is transparent, which is better than monitoring the value. More important," Zhang Zhengquan said.
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