“Drinking water, to drink healthy water” has become a new concept of healthy living for young people today. At the same time, consumers are aware of healthy drinking water and promote the prosperity of the water purifier market.
In the health tone, the water purifier industry ushered in a wave of “dividends,” product penetration rate is further enhanced. At present, the first and second-tier city water purifier market is in the stock replacement stage. Three to four lines of sinking market development potential are enormous. With the gradual increase in the proportion of new water purifiers, this industry will usher in a new round of opportunities.
The water purifier market explosion at the same time, the water purifier brand camp is growing. The market not only professional water purifier brands, including home appliance companies, but Internet companies are specializing in this business. Market expansion year after year, the more intense competition, water purification enterprises how to do, to improve the status quo, benign development?
01.
The pandemic stimulates the water purifier market "vitality."
Last year, the impact of the epidemic, the entire home appliance industry was under enormous pressure. The epidemic affected the regular operation of home appliance manufacturers at the same time but also brought opportunities. For example, to the water purifier industry, water purifiers as high-end health appliances reaped a wave of dividends; at the same time, consumer demand for healthy drinking water awakened the industry to bring new vitality.
Drinking more water is a crucial way to improve immunity, simple and effective; to improve family safety drinking water problems, many consumers began to install a water purifier at home. User demand gradually pulls water purifier market sales growth.
Some public information shows that the first half of 2021 Jingdong water purifier cumulative sales of more than 4.7 million pieces, more than 3 billion. Among them, Q2 quarter net sales of more than 2.7 million pieces, sales of more than 2 billion, an increase of about 23% compared with last year. It can be seen through the data, the water purification industry growth rate is apparent, the market can be expected.
There are now more types of water purifiers on sale in the market, RO reverse osmosis water purifiers with the advantages of effective filtration of heavy metals, viruses and organic matter to become the mainstream consumption. However, because membrane technology is subject to limitations, the market in the water purifier products on sale homogenization problem, product sales are weak. In my opinion, the unexpected situation can only briefly stimulate market sales, technology upgrades and product innovation to stimulate the natural vitality of the market and promote the development of the forward enterprise industry.
02.
Product homogenization is severe, the market price war fierce.
Last year, the impact of the epidemic, the entire home appliance industry was under enormous pressure. The epidemic affected the regular operation of home appliance manufacturers at the same time but also brought opportunities. For example, to the water purifier industry, water purifiers as high-end health appliances reaped a wave of dividends; at the same time, consumer demand for healthy drinking water awakened the industry to bring new vitality.
Drinking more water is a crucial way to improve immunity, simple and effective; to improve family safety drinking water problems, many consumers began to install a water purifier at home. User demand gradually pulls water purifier market sales growth.
Some public information shows that the first half of 2021 Jingdong water purifier cumulative sales of more than 4.7 million pieces, more than 3 billion. Among them, Q2 quarter net sales of more than 2.7 million pieces, sales of more than 2 billion, an increase of about 23% compared with last year. It can be seen through the data, the water purification industry growth rate is apparent, the market can be expected.
There are now more types of water purifiers on sale in the market, RO reverse osmosis water purifiers with the advantages of effective filtration of heavy metals, viruses and organic matter to become the mainstream consumption. However, because membrane technology is subject to limitations, the market in the water purifier products on sale homogenization problem, product sales are weak. In my opinion, the unexpected situation can only briefly stimulate market sales, technology upgrades and product innovation to stimulate the natural vitality of the market and promote the development of the forward enterprise industry.
03.
Product homogenization is severe, the market price war fierce.
At present, in China’s water purifier industry, there is the hidden danger of product homogenization; the entire market has not yet formed a standard ecological pattern. Although there are many water purifier brands, not at the technical level of the “blossoming” competition.
Due to the water purifier equipment in the function, the technical layout is consistent mainly, capacity resources are small, the quality of equipment is poor, a similar mode of operation, resulting in the industry and no innovative technology or products appear, the drive to carry out technical innovation of enterprises are also very few.
At present, there are three main categories of everyday water purifier products on the market: ultrafiltration water purifier, RO reverse osmosis water purifier and nanofiltration water purifier. An ultra-filtration water purifier can filter out bacteria, rust, colloids and other harmful substances in the water, but the toxic heavy metals in the water will be released; RO reverse osmosis water purifier is a mainstream product in the market; it can filter almost everything in the water except water molecules.
With a specific charge adsorption effect, water purifier filtration accuracy between ultrafiltration and reverse osmosis can remove some heavy metals and mineral ions above the bivalent. Among the three types of production, RO reverse osmosis water purifier has the highest filtration effect, which can remove harmful and beneficial elements together. The water filtered water is pure.
Consumer demand has always been the vane of social development as if “drinking good water” is related to consumer health index and economic development. I think water purifier companies in the research and development of innovative products, not only to combine local consumer demand but also to combine the supply characteristics of change, choose the enterprise can do an excellent job in the technical route, the focus of development.
For example, to focus on membrane technology, Fanta developed an NSP selective filtration membrane. The removal rate of lead, cadmium, and arsenic has reached the same level as the reverse osmosis membrane (more than 99%). The human body, beneficial minerals such as calcium, magnesium, sodium and other macronutrients almost no retention, the water quality, approximates mineral water; the United States to focus on the essential functions of water purifiers, combined with consumer demand for research and development of innovative products; A.O. Smith to meet Different consumers to meet the temperature of the coffee, milk powder and other personalized needs, research and development of innovative water purifier; Xiaomi water purifier focuses on intelligent upgrade, and intelligent home closely integrated, improve the whole house wisdom water program and so on.
In my opinion, for the water purifier companies, focus on consumer segmentation market demand, as a result of research and development of innovative products, can help manufacturers find a new profit windfall.
04.
100 billion water purification market, why it is difficult to find the leading enterprises
With the changing times, the continuous improvement of people’s quality of life, water purifiers by the user demand is quietly changing from “water safety” to “healthy water” direction. The water purifier industry has not yet appeared absolute leader, showing four major development trends; the market is ushering in a new pattern.
100 billion markets without a leading enterprise
Public data show that from 2016 to 2021, the water purifier market is expected to maintain an average annual compound growth rate of 50%. Water purification equipment will maintain a high growth trend. The size of the water purifier will also exceed 150 billion yuan in 2021.
Online channels, the highest sales of water purifiers within 1,000 yuan, 2999 yuan, and above the growth rate of water purifiers is evident. Stimulated by consumer demand for health and quality, the water purifier industry is about to set off a new wave of technical optimization and functional innovation. As the industry has not yet emerged as an absolute leader, the growth opportunities in the water purifier market are controlled by the ability of significant companies to innovate independently.
With the gradual maturity of the water purification industry and consumer awareness of water purification products, the user demand for water purifiers will rise from “price-oriented” to “quality-oriented.” In product homogenization, Chinese and foreign water purification brands are located on the same technical starting line. Who can be the first to break the brand homogeneity deadlock, research and development of differentiated technology, production of quality products, which can break out of the circle, occupy the future competitive opportunities.
the industry will show four major development trends
First, the ability to resist stress, social e-commerce to promote channel change. The water purifier industry experienced the baptism of the epidemic. The brand’s resilience was greatly enhanced. The online channel also gave more development opportunities, from product competition to user competition. Compared to physical stores, consumers prefer to have a social nature of online shopping; social e-commerce can strengthen user adhesion and thus improve sales.
Second, the industry to accelerate reshuffling backward will be directly eliminated. At present, the water purifier product homogenization is severe; the good thing is that some companies have realized this in the technology and functional application of efforts to establish a trend of differentiation, to widen the distance between brands. At the same time, it also accelerates the speed of the market reshuffle. The industry will usher in the scale and concentration of development.
Again, intelligence will lead the industry transformation trend. Intelligence is the road to the development of the water purification industry and one of the driving forces of industrial growth. AI voice, face recognition, intelligent interconnection, and other technologies for the water purification industry to bring more imagination and provide consumers with a better experience.
Finally, ECO.
In the “carbon neutral” and other national policies continue to promote, water purification enterprises will also gradually implement the goal of emission reduction to the product line, green environmental protection is the mainstream trend of the future development of the water purification industry, and energy-efficient is the water purification enterprises to technological innovation, and product upgrades must be the road.
I think as users continue to pay attention to healthy drinking water, water purifiers will likely become the standard for middle-class families. To some extent, the new crown epidemic accelerated the reshuffle of the water purification industry but also brought new opportunities for the industry. Water purifier market competition will increase after the industry threshold is raised, the water purification industry will form more standard norms, the head of the enterprise if you take advantage of the opportunity to build a product ecology, deep plowing differentiated exemplary service product system, or to find the opportunity to move the market breakout.
05.
Written in the end
At present, the water purification industry undercurrents, on the eve of a significant change, who can grasp the fate of the times self-transcendence, who will be able to stand out in the chaos. For newcomers, the establishment of short-term goals through product technology innovation makes up for the lack of channels, starting from different directions to seize the market in advance.
For industry veterans, through a comprehensive analysis of the sub-market capacity, competitive landscape, demand and their own positioning, development direction, the layout of new strategies to accelerate the cultivation and catalyze the development of high-end water purification products market. Not only can it help companies expand from drinking to multi-scene needs, but it also provides more new ideas for product development for the home water purifier industry.
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