HC Water Purification Water Purifier is currently the most effective solution to the problem of ensuring drinking water safety. In recent years, it has developed rapidly in China. According to the total data of GfK China's retail sales, from January to May 2017, the retail sales of the water purification market exceeded 4.8 billion yuan, and the retail volume exceeded 3.1 million units, an increase of more than 10%. Among them, the online market accounted for 28% of the total retail sales of the market, accounting for 61% of the retail volume. In terms of market performance in recent years, the water-line offline market experienced a leap-forward growth in 2013, and the online market began to show double-digit growth in 2014. In 2016, the growth rate of the water purification market slowed down noticeably, the industry entered an adjustment period, and consumers became more rational (see Figure 1).
Category of flowers
At present, there are a wide variety of water purifiers on sale in the market, mainly including kitchen-type water purifiers, faucet water purifiers, on-stage water purifiers, wall-mounted water purifiers and net kettles/barrels. As consumers pay more attention to water pollution, the kitchen-type water purifier is based on multiple filtration and has high filtration precision, which is welcomed by consumers. GfK China's retail monitoring data shows that the kitchen-type water purifiers account for more than 80% of the overall water purification market. The development trend of the kitchen-type water purifier in recent years is mainly reflected in the change in appearance and the improvement of convenience. In the past, because the kitchen-style products were hidden inside the cabinets, the products often did not pay attention to the design, but as the consumer's demand for aesthetics continued to increase, the appearance of the kitchen-type water purifiers became more and more simple and generous, while the waterway The design is more reasonable and avoids secondary pollution. In addition, in the past, the kitchen-type water purifier was criticized by consumers for requiring the after-sales personnel to install and replace the filter element, which increased the unnecessary cost. As the products are continuously optimized, some of the kitchen-type water purifiers can be self-installed and replaced with filter elements, which greatly improves the convenience of product use.
GfK China's retail monitoring data shows that the average unit price of the kitchen-type water purifier is the highest in the water purifier category, but the average unit price difference between the online market and the offline market is large, and the online market average The unit price is more than 1,000 yuan, and the offline market is more than 3,000 yuan. In addition to the kitchen-type water purifier, other types of water purifiers have also developed significantly, different types of water purifiers have different applications. For example, the wall-mounted water purifier largely replaces the way of bottled water. By filtering tap water for direct drinking, it saves the economic investment of bottled water, and is more convenient and hygienic. According to GfK China's retail monitoring data, the average unit price of wall-mounted products is second only to the kitchen-type water purifier, which is close to 2,000 yuan. In addition, filter kettles and faucet products are also favored by consumers due to their convenience and low unit price. This type of product has a lower single-input cost. Taking the filter kettle as an example, the average market price of one pot and one core is less than 300 yuan, which is very attractive to urban migrants or students.
In addition to the conventional water purifier category, in recent years there have been some emerging water purification products on the market to meet the needs of different consumers, such as pre-filters, water softeners and central water purifiers. The pre-filter is the first coarse filtration device for water in the whole house. It can filter large particles such as sediment and rust in tap water. Because it does not need to replace the filter element, it is low in cost and is favored by consumers. In addition, central water purifiers, which are suitable for whole house water purification, are also popular among high-end consumers. Although these types of water purifier products account for a relatively small proportion in the overall water purifier industry, they have great potential. In 2016, the retail sales achieved a three-digit year-on-year increase.
Technical products drive market development
In the water purification market, a variety of water purification technologies coexist, including ultrafiltration membrane technology, RO reverse osmosis membrane technology, activated carbon adsorption technology and PP cotton physical filtration technology. Reverse osmosis membrane technology and ultrafiltration membrane technology are the two most important technologies. GfK China retail monitoring data shows that from January to May 2017, in the offline market, the retail sales of reverse osmosis membrane technology accounted for 68%, and ultrafiltration membrane technology products accounted for 22%; In the market, reverse osmosis membrane technology products accounted for 57%, and ultrafiltration membrane technology products accounted for 32%. The reverse osmosis membrane technology removes these substances and moisture according to the osmotic pressure of the solution, according to the fact that other substances cannot pass through the semipermeable membrane. The reverse osmosis water purifier can remove various impurities in the water, and the water outlet has a good mouthfeel, which can reduce the hardness of the water, but the water output is small and the water consumption is large. At the same time, the product has a water pump and needs to be energized. There may be risk of leakage, complicated structure and high cost. Ultrafiltration is the selective separation of substances through the microporous structure on the surface of the membrane. Ultrafiltration membrane water purifier can remove all kinds of harmful impurities in water, no need for pump, no plug-in, no electrical safety problems, low failure rate, simple structure and low price, but the effect on water supply special events is general. Suitable for use in cities with good water quality.
In the reverse osmosis water purifier, the large-flux no-barrel design allows the water purifier to store no water, and the drinker can drink the purified water that is currently filtered without waiting. This type of product is called filter-type purified water. Device. In general, the water purifiers on the market are mostly 50G (gallon) reverse osmosis membranes, but such products require a certain waiting time for drinking. The large-flux reverse osmosis water purifier refers to a water purifier of 400G or more, and the flow rate is 8 times of the flow rate of the 50G machine. The pump is frequently operated to achieve the purpose of instant drinking. The barrelless design is the best solution for problems such as water pollution, aging of natural water pipes, and small installation space for water purifiers. GfK China's retail monitoring data shows that in the reverse osmosis water purifier, large-flux barrel-free design products account for about 60% of the market size. At present, some brands on the market have introduced 600G and 800G large-flux bucketless water purifiers. In the future, the large-flux and barrel-free water purifier is the development trend, and this indicator will be one of the factors considered by consumers when purchasing. The large-flux and barrel-free reverse osmosis water purifier leads the high-end water purification market. GfK China retail monitoring data shows that from January to May 2017, in the offline market, reverse osmosis water purifiers with more than 4,000 yuan accounted for about 60% of the total retail sales of reverse osmosis water purifiers. Compared with 2013, the market has increased by 10,000 to 3,000 yuan in the mid-end price segment. The market share of the reverse osmosis water purifier is about 40%.
The large water consumption of reverse osmosis water purifiers is an important drawback, but now the brands on the market have improved the wastewater ratio of water purifiers. At present, the most common is the low water ratio of 1:1, that is, it takes a glass of waste water to filter out a cup of pure water. In addition, some companies have introduced water purifiers with a ratio of pure water to wastewater of 2:1 and 3:1.
The offline market is promising
According to the retail monitoring data of the large and medium-sized cities under the GfK China line, from the city level, the largest urban water purifier retail sales volume is the largest, with the highest year-on-year increase; from the regional perspective, the sales in East China and North China are the best. . This is related to the level of education of consumers and local water quality. Large cities have a high degree of acceptance of water purifiers, and the popularity of water purifiers exceeds 10%.
According to GfK China retail monitoring data, from January to May 2017, the retail sales of home appliance chain channels accounted for 59% of the overall market, and independent store channels accounted for 26%. Home appliance chain channel is the most important offline sales channel of water purifier. Compared with other channels, home appliance chain has the advantages of complete brand, professional installation and after-sales service. Different from other small household appliances, water purifiers are more closely related to home decoration, and belong to one of the decoration accessory products. Therefore, the market size of water purifiers in independent store channels (such as building materials market, home improvement store) is relatively high. The independent store channel mainly sells kitchen-type water purifiers, water softeners and central water purifiers. The reason is because such water purifiers need to be installed during renovation. However, compared with the home appliance chain channel, the independent store channel currently has fewer brands to choose from, and there are not many leading brands. With the entry of more brands in the future, the independent store channel will have better development, and the proportion of online market will be even greater.
Future development and prospects of the market
From the initial brand and technology to the current market scale, the water purification market has not only benefited from its own transformation from quality products to just-needed products, but also the growth driven by the company's core technology. According to the National Bureau of Statistics, in 2016, the per capita disposable income of the national residents increased by 8.4% year-on-year. The “post-80s†and “post-90s†with good education, high brand awareness and international awareness are gradually becoming the main consumers. Army, this type of consumer is relatively low in price sensitivity.
The penetration rate of the water purification market in China has just exceeded 10%, and there is still a lot of room for promotion in China. GfK China predicts that in 2017, the domestic water purifier market will reach 13.4 billion yuan in retail sales and 8.44 million units in retail sales. Among them, the online market share will continue to expand. However, due to the obvious trend of homogenization, online market promotions tend to accelerate the price wars of various businesses. Although the average price of similar products is still rising at present, the online market may still have a downward trend in average prices. Obviously, manufacturers want to break through the vicious circle of price competition, product technology innovation is indispensable, and it is also very important for Chinese consumers' product education and publicity.
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Editor in charge: Li Yifang
cation exchange resin, anion exchange resin, The Preparation of Pure Water
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