November 5, by the Professional Committee of China Association for Quality Inspection of water purification equipment, Chinese Academy of home appliances, the PRC, market research firm, Sina home four agencies jointly launched compiled the "2015 China water industry consumer White Paper" ( hereinafter referred to as the "white Paper") released in Beijing, "white Paper" released clean water to fill the gaps in the industry of the consumer market, which at the same time giving consumers authoritative consumer guide, but also help promote the healthy development of the industry trend, market standardization development the road.
"white paper" released the water purification industry usher in a brand dispute period (Photo from Internet)
water purification in Beijing size of the market is expanding
in recent years, the popularity of the concept of healthy drinking water is very rapid, safe drinking water, health, drinking water concept is increasingly being recognized, and therefore water purifier market development spurt began. PRC, according to research data show that Chinas water purification products in the past three years, the growth rate were 64%, 75%, 69%, in 2014 water purification equipment market size exceeded 16 billion yuan, is the only major home appliances grew over 30% of the category.
"White Paper" shows that in 2015 water treatment equipment market remained relatively rapid development, water treatment equipment in January-August retail sales reached 19.7 billion yuan, an increase of 18.4%, which decreased 22.9% year on year drinking water equipment, water purification equipment increased by 41.1%. From water treatment equipment market, the proportion of pure water exceeded 40%. From a technical point of water purification equipment, reverse osmosis market share increased year by year, from January to August this year, its market share exceeds 70%, reverse osmosis technology market position in my country have no doubt.
water purifier brand building much-needed improvement
Although water purification products market scale of rapid growth, but China household water purification equipment penetration rate is not high, the American and European, Japanese and Korean water purifier the market penetration rate of 60 to 90%, while China is less than 5%. According to the "White Paper" is expected, the future development of the Chinese water industrys growth will be maintained at 40 to 50% of the entire market size in 2020 is expected to reach 128 billion yuan.
It is noteworthy that behind ten billion water purifier market is difficult to ignore the industry chaos. From the industry structure, the current production of water purifier business about 3000, a few years ago companiesThe number is growing at 30 percent (an annual business of about 40%, while 10% of business failures or switch), the industry presents large enterprises, small well-known enterprises, a large number of small enterprises pattern; from the product point of view, of varying quality, functional homogenization of serious, well-known trademarks, brand-name products much, a lot of no-name trademark, "cottage water purifier" and counterfeit products; the market situation, all kinds of water purification concept of flying, and ubiquitous product features phenomenon of false propaganda, prices were inflated, there are many brands of after-sales system is imperfect, make life difficult for the user to provide stronger security and service assurance. Consumers are more difficult to choose which type to buy a product or brand.
"White Paper" that the after-sales service, brand, water purification effect, consumers buy water purifier products 3 subjective factors. For water purification companies, consumer demand, product quality, brand appeal, service satisfaction, enterprise development is the key to a more lasting. At the same time, domestic brand satisfaction, continuous improvement, and foreign brands gap is further reduced.
(the original title is: home water purifier market has entered a new stage of brand competition, the article has deletion.)
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