The water purification industry is hot but the homogenization is serious. How does the 30 billion big market develop benign?
Like the empty net, in recent years, the water purification industry has developed rapidly, and there have been many chaos. On the one hand, mainstream enterprises are cultivating the market carefully and intensifying technological innovation. On the other hand, many enterprises directly copy and copy, resulting in serious homogenization and mountainization. At the 2017 China Water Purification Industry Development Summit Forum hosted by Aowei Cloud Network, third-party organizations and industry companies also mentioned this point. More than 30 billion clean water markets, how should we develop benign?
High-growth market
Under the severe environmental pollution situation, China's environmental protection industry has taken advantage of the development and environmental electrical appliances have begun to rise in the market. For example, in the air purifier, the size of China's air purifier market has reached 5.2 million units in 2016, and the sales volume in 5 years has increased by 214.2%.
Not only empty, but also as an important category of environmental appliances, water purifiers have also entered the golden period of development. Since 2012, the water purification industry has been developing in an orderly manner and the market scale has steadily increased. According to the total data of Avi Cloud (AVC), since 2012, the water purification market has gone from fast to fast. In 2014, the market size of the industry reached 9.7 billion yuan, and continued to rise in 2015-2016, with a scale of 14.7 billion yuan and 20.3 billion yuan respectively. The water purification market is growing stronger, and with the expansion of the water purification market, its category growth rate is slowing down.
The water purification market will continue to grow at a high speed in the next few years. The reasons are: First, the accelerated consumption upgrade, healthy quality of life is an important pursuit of people; Second, with the acceleration of economic development, environmental pollution, especially water pollution incidents High frequency appears, stimulating the awakening of users' health awareness.
Therefore, water products are bound to shift from flexible demand products to household necessities. Aowei Cloud Network (AVC) predicts that the sales volume of the water purification market in 2018 will reach 32.9 billion yuan. In the view of Nail Technology, in 2020, the water purification market approaching the scale of 50 billion yuan is a high probability event.
Need to solve the homogenization problem
The hot market will naturally attract more and more manufacturers, including AO Smith, Angel, 3M, Midea, Changhong, Boss, Skyworth, Quanlai and so on. But the fiery market will bring new problems, that is, serious homogenization.
Guo Weide, vice president of Aowei Cloud Network, said that the hot market performance of the water purification industry has made many companies have a huge interest in the water purification field and have entered the market. In the environment of the water purification industry booming, some enterprises neglected to upgrade and improve products and services in a timely manner, resulting in chaos in the industry. At present, the common problem of water purifiers is that they do not pay attention to innovative technologies, and there are many imitation and reproduction, so the phenomenon of homogenization of purified water products is more serious.
Homogenization will bring many problems, such as the inability to meet the "quality" and "personalization" needs of consumers, and the loss of technology dividends for enterprises that focus on technological innovation, resulting in more and more companies following the plagiarism of imitation, ultimately relying on The price war is fighting for the market.
Therefore, water purification enterprises need to break the inertia thinking, constantly strengthen brand building, optimize channel structure, and promote products in a three-dimensional manner. Based on core technologies and grasp core formations, they will stand out from the competitive white water purification market.
In fact, in the direction of technological innovation, some survey data of Orvieto Cloud Network can be a useful reference for enterprises. For example, the “Consumer Research Report†of Orvieto Cloud Network shows that most consumers point out that the main problems they face when using water purification products are small amount of water, waste of water, machine work noise, and filter life. The filter replacement is complicated, the volume is large, the space is wasted, the purification has no effect, the drinking is not allowed, the safety hazard, etc. These problems also point out the improvement direction for the upgrading of the future water purification products of the enterprise, so as to produce more popular products for consumers. product.
Nail Technology believes that industries such as empty net and clean water have great potential for development. Industry companies should carefully cultivate, pay attention to technological innovation and service innovation, speed up standard setting work, raise the threshold of competition, and satisfy users while making big market cakes. Constantly increasing consumer demand.
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