One place where it is easy to "see" is that the price difference is very different. Cheaper filter cartridges can be installed directly on the faucet, which may cost as little as two or three hundred yuan. For a combination of filter cartridges, one or two thousand yuan can be seen everywhere; even expensive ones can be as high as ten thousand yuan. What's more expensive than cheap is that consumers can hardly make it clear.
Another place that is easy to "see" is that there are many concepts. In addition to the basic filtering and purification functions, many water purifiers also carry a variety of “healthy†banners, such as “beauty†or “mineral water,†and “alkaline water,†and even form “ Negative oxygen ions and other concepts. Consumers are often at a loss.
In fact, this type of small-sized purifier, which is positioned for home use, is still based on the dual technology path of ultrafiltration membrane and RO reverse osmosis membrane.
As of the end of July 2017, according to incomplete statistics, the number of water purifiers that have been announced has reached 4,000, including nearly 1600 complete machine manufacturers. Most of them are Sino-foreign joint ventures, independent brands, and home-based workshops. There are only about 500 water purifiers that are approved by the hygiene permit (acquiring the national water-related approval document), which has resulted in many unqualified products circulating on the market. At present, China's water purifier manufacturers develop at a rate of 30% per year. About 40% of new companies are added every year, and about 10% of them are closed down or forced to change jobs.
Sword pointed to 100 billion water purifier market is erupting
Water purifiers have been developed in China for more than a decade, and the industry has formed a mature industrial chain system. Especially in recent years, the super cycle of small home appliance consumption upgrade has come. The popularity of smart homes has also driven the development of related industries such as water purifiers. Especially in 2015 and 2016, the water purifier industry has developed rapidly. According to the “Analysis Report on Production and Sales Demand of China Water Purifier Industry†published by the Research Industry Research Institute, the sales volume of water purifiers in China reached 13.12 million units in 2016, and the total retail sales reached 20.3 billion yuan, of which 16.3 billion were online sales. Yuan, a year-on-year increase of 37.9%, and offline sales of 4.05 billion yuan, a year-on-year increase of 51.7%.
In 2016, the sales volume of water purification industry was 20.3 billion yuan, which was much higher than the overall growth rate of the home appliance market. Some reports pointed out that in 1999, the output of water purifiers in the country was only 600,000 units, and the average annual growth rate of water purifiers was rapid. It is expected that by 2017, the number of water purifiers in China will reach 87.19 million units. The whole market has bright prospects.
Data show that from January to June 2017, the sales of online water purification equipment increased rapidly. The retail volume of online water purification equipment reached 1.82 million units, an increase of 26.8% year-on-year; the retail sales amounted to RMB 2.2 billion, an increase of 37.6% year-on-year. %.
At present, the annual growth rate of China's water purifier market capacity has reached 50%. It is estimated that by 2019, the national household water purifier market penetration rate will reach 20%~30% and the ownership of about 100 million households. To seize the market, large and small companies flocked to compete for the market "cake."
"The four worlds" coexist Accelerate the change and usher in the shuffle
It is worth mentioning that China's current water purifier market has not yet been fully developed, there is still a huge space mining, China's water purifier market coverage is only about 5%, much lower than Europe and the United States, Japan and other developed countries, while the Korean market Coverage of up to 95%.
At present, the overall industrial chain of water purifiers in China is developing rapidly, and the market prospects are also being bolstered by the competition of various capitals. It is understood that the current water purifier industry is divided into "four worlds." Among them, the first world is mainly composed of companies with annual sales of more than 900 million yuan, including giants such as Midea and Yuli (plus Unilever); the second world's annual shipments are maintained at 100 million yuan. Between RMB 500 million, it mainly includes brand enterprises such as Angel, Philips, Yikou, Four Seasons Mu Song, Sun Rain, Haier, Kai Neng, Bishuiyuan (300070, stocks), etc.; the threshold of the third world is between RMB 50 million and RMB 100 million. Between Yuan, mainly composed of Gree, TCL, Yunmi (millet), Sloan, Minkang, Anixike and other brands, 50 million yuan can also be called the watershed of the scale of domestic water purification companies. The fourth world is composed of a number of weak-brand companies with annual sales of 50 million yuan or less.
According to public information, in the next four years, the domestic water purifier market capacity will continue to expand, and the average annual compound growth rate will reach 50%. After two years, the market penetration of household water purifiers is expected to climb to around 25%. Domestic institutions predict that the water purifier market capacity during the “Thirteenth Five-Year Plan†period will reach 100 billion units. In the case of increased water pollution, the water purifier market is about to usher in explosive growth.
At present, the water purifier market presents a phenomena of flourishing and contending. The water purifier companies are eight immortals, all show supernatural powers, using a variety of measures to increase market share.
The lack of mandatory standards The water purifier market is mixed
At present, the water purifier market is mainly divided into four aspects: reverse osmosis technology, ultrafiltration, activated carbon, and nanofiltration. Influenced by the national "863" plan, reverse osmosis technology has gradually become the mainstream of the market, accounting for more than 85% of the water purifier market, while ultrafiltration and activated carbon products account for 7% and 5% of the market respectively.
However, due to the fact that the entire water purifier industry is still in its initial stage of development, good and bad has always existed. According to statistics, the State Administration of Quality Supervision, Inspection and Quarantine (AQSIQ) started organizing three times of national supervision and inspection of water purifiers since 2014, showing that the qualified rate is no more than 70%. The main problems lie in: the indicators of the total number of colonies in water are unqualified, the flow of purified water is unqualified, and the total flow of purified water is unqualified.
It is understood that the current national standards applicable to the water purifier industry are mainly related to “household and similar electrical appliances†and “water treatment devices for household and similar applicationsâ€; while for industry standards, “ultrafiltration for household and similar uses†"Water machines" and "Reverse osmosis water purifiers for household and similar purposes" standards. However, it is worth mentioning that national standards are generally divided into mandatory standards and recommended standards. In the water purifier market, most standards are recommended standards. This is mainly determined by the characteristics of the water purifier itself, because the water quality in different places may be different, and the materials used in the water purifier may be different. Obviously, the recommended standards are much less binding on brands and products. Many companies often use the "recommendation standards" as an excuse to perform a big discount.
The state has realized the problems in the water purifier industry. The National Standards Commission has officially started the formulation of national standards for water purifiers, with a clear focus on water purifying devices and the structure of the inner core. This is expected to be rejected in the future for the lack of technological innovation and production process behind the small plant, the entire industry will also be a certain degree of purification.
Another place that is easy to "see" is that there are many concepts. In addition to the basic filtering and purification functions, many water purifiers also carry a variety of “healthy†banners, such as “beauty†or “mineral water,†and “alkaline water,†and even form “ Negative oxygen ions and other concepts. Consumers are often at a loss.
In fact, this type of small-sized purifier, which is positioned for home use, is still based on the dual technology path of ultrafiltration membrane and RO reverse osmosis membrane.
As of the end of July 2017, according to incomplete statistics, the number of water purifiers that have been announced has reached 4,000, including nearly 1600 complete machine manufacturers. Most of them are Sino-foreign joint ventures, independent brands, and home-based workshops. There are only about 500 water purifiers that are approved by the hygiene permit (acquiring the national water-related approval document), which has resulted in many unqualified products circulating on the market. At present, China's water purifier manufacturers develop at a rate of 30% per year. About 40% of new companies are added every year, and about 10% of them are closed down or forced to change jobs.
Sword pointed to 100 billion water purifier market is erupting
Water purifiers have been developed in China for more than a decade, and the industry has formed a mature industrial chain system. Especially in recent years, the super cycle of small home appliance consumption upgrade has come. The popularity of smart homes has also driven the development of related industries such as water purifiers. Especially in 2015 and 2016, the water purifier industry has developed rapidly. According to the “Analysis Report on Production and Sales Demand of China Water Purifier Industry†published by the Research Industry Research Institute, the sales volume of water purifiers in China reached 13.12 million units in 2016, and the total retail sales reached 20.3 billion yuan, of which 16.3 billion were online sales. Yuan, a year-on-year increase of 37.9%, and offline sales of 4.05 billion yuan, a year-on-year increase of 51.7%.
In 2016, the sales volume of water purification industry was 20.3 billion yuan, which was much higher than the overall growth rate of the home appliance market. Some reports pointed out that in 1999, the output of water purifiers in the country was only 600,000 units, and the average annual growth rate of water purifiers was rapid. It is expected that by 2017, the number of water purifiers in China will reach 87.19 million units. The whole market has bright prospects.
Data show that from January to June 2017, the sales of online water purification equipment increased rapidly. The retail volume of online water purification equipment reached 1.82 million units, an increase of 26.8% year-on-year; the retail sales amounted to RMB 2.2 billion, an increase of 37.6% year-on-year. %.
At present, the annual growth rate of China's water purifier market capacity has reached 50%. It is estimated that by 2019, the national household water purifier market penetration rate will reach 20%~30% and the ownership of about 100 million households. To seize the market, large and small companies flocked to compete for the market "cake."
"The four worlds" coexist Accelerate the change and usher in the shuffle
It is worth mentioning that China's current water purifier market has not yet been fully developed, there is still a huge space mining, China's water purifier market coverage is only about 5%, much lower than Europe and the United States, Japan and other developed countries, while the Korean market Coverage of up to 95%.
At present, the overall industrial chain of water purifiers in China is developing rapidly, and the market prospects are also being bolstered by the competition of various capitals. It is understood that the current water purifier industry is divided into "four worlds." Among them, the first world is mainly composed of companies with annual sales of more than 900 million yuan, including giants such as Midea and Yuli (plus Unilever); the second world's annual shipments are maintained at 100 million yuan. Between RMB 500 million, it mainly includes brand enterprises such as Angel, Philips, Yikou, Four Seasons Mu Song, Sun Rain, Haier, Kai Neng, Bishuiyuan (300070, stocks), etc.; the threshold of the third world is between RMB 50 million and RMB 100 million. Between Yuan, mainly composed of Gree, TCL, Yunmi (millet), Sloan, Minkang, Anixike and other brands, 50 million yuan can also be called the watershed of the scale of domestic water purification companies. The fourth world is composed of a number of weak-brand companies with annual sales of 50 million yuan or less.
According to public information, in the next four years, the domestic water purifier market capacity will continue to expand, and the average annual compound growth rate will reach 50%. After two years, the market penetration of household water purifiers is expected to climb to around 25%. Domestic institutions predict that the water purifier market capacity during the “Thirteenth Five-Year Plan†period will reach 100 billion units. In the case of increased water pollution, the water purifier market is about to usher in explosive growth.
At present, the water purifier market presents a phenomena of flourishing and contending. The water purifier companies are eight immortals, all show supernatural powers, using a variety of measures to increase market share.
The lack of mandatory standards The water purifier market is mixed
At present, the water purifier market is mainly divided into four aspects: reverse osmosis technology, ultrafiltration, activated carbon, and nanofiltration. Influenced by the national "863" plan, reverse osmosis technology has gradually become the mainstream of the market, accounting for more than 85% of the water purifier market, while ultrafiltration and activated carbon products account for 7% and 5% of the market respectively.
However, due to the fact that the entire water purifier industry is still in its initial stage of development, good and bad has always existed. According to statistics, the State Administration of Quality Supervision, Inspection and Quarantine (AQSIQ) started organizing three times of national supervision and inspection of water purifiers since 2014, showing that the qualified rate is no more than 70%. The main problems lie in: the indicators of the total number of colonies in water are unqualified, the flow of purified water is unqualified, and the total flow of purified water is unqualified.
It is understood that the current national standards applicable to the water purifier industry are mainly related to “household and similar electrical appliances†and “water treatment devices for household and similar applicationsâ€; while for industry standards, “ultrafiltration for household and similar uses†"Water machines" and "Reverse osmosis water purifiers for household and similar purposes" standards. However, it is worth mentioning that national standards are generally divided into mandatory standards and recommended standards. In the water purifier market, most standards are recommended standards. This is mainly determined by the characteristics of the water purifier itself, because the water quality in different places may be different, and the materials used in the water purifier may be different. Obviously, the recommended standards are much less binding on brands and products. Many companies often use the "recommendation standards" as an excuse to perform a big discount.
The state has realized the problems in the water purifier industry. The National Standards Commission has officially started the formulation of national standards for water purifiers, with a clear focus on water purifying devices and the structure of the inner core. This is expected to be rejected in the future for the lack of technological innovation and production process behind the small plant, the entire industry will also be a certain degree of purification.
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