Pattern｜Analysis of market consumption status and competition pattern of water purifier industry
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Update time : 2022-07-02 16:34:43
As a new type of industry, water purifiers have very high technical requirements. Especially with the upgrading of consumption, users not only continuously improve the water purification performance requirements of products, but also have more and more diversified requirements for the design, experience, and service of water purifiers. Water purification enterprises need to continuously develop products and enhance innovative technical strength. , in order to grasp the future growth market.
According to the "2022-2027 Water Purifier Industry Competition Pattern and the "14th Five-Year" Enterprise Investment Strategy Research Report" released by the China Research Institute of Puhua Industry:
Analysis of market consumption status and competition pattern of water purifier industry
The data shows that the matching rate of water purifiers nationwide in 2020 is 16.1%, while in East China, due to the developed economy and the large scale of real estate development, the matching rate of water purifiers has reached 39.2%, and the market share ranks first in the country. Secondly, the market growth rate in the southwest region is fast, exceeding 65%, but compared with other traditional home appliances, the matching rate of water purifiers is still low.
The first- and second-tier markets have entered a stage of bottlenecks, and the market purchase rate has declined significantly. The third- and fourth-tier markets were affected by the previous "going all corners of the country" type of sales, and product quality problems occurred frequently, resulting in consumers' lack of confidence in the overall product of water purifiers. Enterprises have to face the cultivation market again when promoting to the third- and fourth-tier markets. The state of consumer confidence.
The channel of the water purifier has always been the feature that offline is stronger than online. But after the outbreak, consumption habits have changed. With the help of short videos and live broadcasts, the online market share has increased, and the online share of the epidemic water purifier category will achieve leapfrog growth in 2020. It is estimated that the online market sales in 2021 will be 9.68 billion yuan, accounting for 42.7%, and the sales volume will be 620.3 10,000 units, accounting for 66.8%, and it is expected that traffic will shift further in the future.
The data shows that in 2021, the omni-channel sales of water purifiers will be 22.68 billion yuan, a year-on-year decrease of 5.1%, and the sales volume will be 9.286 million units, a year-on-year decrease of 8.7%, showing a product upgrade situation. The main reason for the decline is that the real estate market has been relatively sluggish in recent years, and the continuous market weakness has affected the sales of water purifier products.
At present, the first echelon of the water purifier market is dominated by three brands, Aicksn, Midea and Xiaomi, which account for about 50% of the market share of the Jingdong platform. To some extent, the pricing of Aicksn, Midea and Xiaomi is more in line with the current mainstream market environment.
The second echelon is dominated by Qinyuan, Britannia, Smith and Haier, all of which are mid-to-high-end brands, with a market share of around 8%. This year, these brands have basically no significant growth compared to last year (only reflected from the data of the Jingdong platform). For example, Qinyuan has accumulated sales of more than 600,000 pieces of water purifiers in the whole year, an increase of about 2% over last year; the accumulated sales amounted to about 700 million yuan, an increase of about 9% over last year.
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