HC net domestic water purifier water purifier market concentration and focus
In any industry, there will be some special phenomena in the startup phase, and the domestic water purification market is no exception.
After more than a decade of operation and development in China's water purification market, consumers' attention has become more and more high, and it also means that competition is becoming more and more fierce. In fact, along with fierce competition, the entire Chinese water purification industry has entered a mature stage of development. Compared with the ultra-high-speed growth in previous years, the development of the whole market in 2016 was relatively stable. At the same time, there were obvious changes in brand structure, channel proportion and product orientation.
The first change is reflected in the brand market performance.
Beginning in the second half of 2015, the entire water purification industry entered a new round of reshuffle. A very obvious performance is that before 2015, the top ten brand camps in the industry were very complicated, and some well-known or unknown brands entered the forefront of the brand camp. In the field of e-commerce, some “Amoy brandâ€, due to the surge in sales of a certain event, some traditional brands that are not known, the online market depends on sales, sales, etc. to increase sales; or direct sales brands to improve brand sales through online direct sales In addition, it will prompt its enterprises to rank in the forefront of the water purification market brand at a certain stage. This situation was very common in the early days of the development of the water purification market, which was also the market return achieved in the market environment where the water purification industry was advancing.
After entering the second half of 2015, the water purification brand gradually began to oscillate and adjust, and the market chaos gradually decreased. Some brands, especially the “Amoy brand†and the sales brand, which have performed well during the high-speed development period of the market, have become a short-term or special stage of the year. The product gradually withdrew from the water purification market. From the third-party research companies or e-commerce data in 2016, the brand competition in the water purification market is mainly concentrated between 8-10 well-known water purification brands.
Today, among the top brands in the industry, domestic brands, foreign brands and joint venture brands all show obvious commonalities. That is, extensive brand recognition, excellent product quality, comprehensive and in-depth marketing channels. Brands with these three characteristics can take advantage of the next round of market competition.
Brands that lack these three elements and rely solely on short-term speculation are bound to be eliminated by the market. And a brand with sustained vitality should have the qualities to withstand market testing.
The second industry development change is concentrated on the product.
In recent years, a relatively unique phenomenon in the domestic water purification market is that the sales volume of RO machines is very obvious.
This phenomenon of concentrated product growth can be interpreted in two ways.
On the one hand, it shows that the domestic water quality situation is in urgent need of improvement. The higher the degree of industrialization, the increased awareness of the crisis in the water environment, and the higher the demand for safe and healthy drinking water. Contaminants such as heavy metals require an RO machine for filtration.
On the other hand, it also reflects the lack of awareness of water purification products. China has a vast territory and the water quality is very complicated. The water quality environment varies greatly from place to place. For example, in people's conventional cognition, the more economically developed areas, the less optimistic the water quality situation, but in Xiamen, for example, although the level of economic development is very high, the TDS value of tap water is only about 50 after testing, this value indicates that The demand for RO machines in the region is not strong.
At present, the RO water machine has become the main push in the current water purification market, both from the manufacturers' push and the consumption reaction. This is the product performance at the current stage of development. In the past 3 to 5 years, it was the stage where the water purification products bloomed. RO, ultrafiltration, microfiltration, nanofiltration and other products competed in the market. Recently, due to the promotion of the brand, including the promotion of marketing methods, the current water purification products are mainly represented by RO machines.
Just like the changes in the water purification brand camp, China's water purification products are also at a special stage of development. Through a certain category, for example, focusing on the main push of the RO machine, the brand's behavior is used to awaken the consumer's awareness of clean water, awakening the awakening of water pollution, and then gradually popularizing, so that more public understanding of clean water is not just to stay. In the concept stage, it is a process, but it is also a necessity to really know exactly what products and solutions are needed and to choose the right products according to the actual water quality of each region.
It can be foreseen that as the domestic water purification market continues to mature, the market and consumers' perceptions of products will become more and more rational.
“From a marketing point of view, product focus is an effective strategy, such as focusing on RO and focusing on large throughput, but in product planning, we cover different sequences of microfiltration, ultrafiltration, RO, etc. in the water purification product line. Products to meet the differentiated needs of individual households, to meet the practical application of the domestic market with complex and variable water quality," said Yu Feng, general manager of Philips Water Purification Division.
Water purification equipment from the whole product to the omni-directional two-way extension
Stepped layout of China's water purification market
Yu Feng told reporters that in recent years, Philips' clean water performance in the domestic market is remarkable.
In the past, Philips “wading†products were mainly concentrated in the field of components, such as patented UV sterilization technology. Generally, UV sterilization is applied as an auxiliary component and component of water purification products. At present, more than 20 water-related enterprises in China use Philips ultraviolet sterilization technology. This technology is also used in high-end models of domestic brand water purification.
In 2009, Philips Water Purification restarted the Chinese market. In 2012, the Water Purification Division was established, which fully kicked off the official entry into the water purification market. After that, we set out to carry out the overall layout of the market, including products and channels.
The product strategy consists of two levels. First, it is mainly driven by non-installed products and quickly cut into the market. The reason why non-installed water purification products are selected as the market entry point is actually closely related to the channel layout.
In 2012, the development of domestic e-commerce is in full swing. Brands and products can be delivered to consumers without time or geographical restrictions through network channels. Different from the past preparations for traditional channels, cloth sales outlets, and service-seeking cooperation, cutting through e-commerce channels can shorten the distance to direct terminals and increase Philips brand and product exposure in a short period of time.
"From a more practical point of view, because the national after-sales service network is still under construction, in order to avoid the barriers to installation and landing services for water purification products, we prefer to use non-installed water purification products, such as net water bottles, etc. The main products are the main products of the e-commerce channel."
After entering several major e-commerce platforms, relying on Philips' brand precipitation and popularity in the domestic market, and relying on the development of the Internet, Philips' clean water performance in the market is very eye-catching, and with the continuous advancement, the entire e-commerce has been realized. Full coverage of the channel. At the same time, the ever-increasing brand and product recognition not only injects confidence into the next market layout, but also conveys to the industry that Philips will fully enter the Chinese water purification market.
Second, do the installation products to strengthen the consumer bond.
After the full coverage of the e-commerce channel, in 2014, the installation-type water purification product project represented by the cabinet type was officially launched and went on sale in 2015. Taking this as a starting point, Philips Clean Water began to lay out products around the strategic decision of “Building a Whole House Household Water Purification Solutionâ€. In the three years from 2014 to 2016, Philips water purification products have been perfected both in horizontal coverage and in vertical extension.
On the basis of rich and perfect product lines, in 2016, Philips once again carried out comprehensive expansion of channels, focusing on offline channels and opening up the omni-channel layout.
Water purification equipment from the whole product to the omni-directional two-way extension
Looking for opportunities in a diverse channel
In the past two years, the channel development of China's water purification market has been characterized by diversification. For example, home furnishing materials, specialty stores and other past home appliances sales edge channels, because of product integration trends and consumer one-stop shopping habits, nowadays become a more targeted location for consumers to lock. In fact, from the sales data of many parties, it can be seen that the cooperation of different industries including construction materials and the construction of specialty stores have shown a very obvious upward trend.
In addition, the third- and fourth-tier markets, which were originally blank, gradually got out of the dilemma of low attention, and the overall performance was very eye-catching. Brand marketing channels and customer service sinking have become a new trend. The development of Philips' clean water channel is basically the same as that of the big environment. The difference is that Philips Clean Water chooses e-commerce as the first entry point of the channel.
In 2012, Philips relied on the e-commerce channel that was rapidly developing at that time, and built its own marketing platform. In just a few years, it completed the full coverage of the e-commerce channel. Currently, Philips operates in the flagship stores of Jingdong and Tmall. The average is ranked in the top three. The current channels present a diversified development trend, and it is not advisable to stick to a certain channel strategy. Under the premise of maintaining the leading position of the e-commerce channel, we have also expanded other channels, such as gifts, TV shopping and other channels, while at the same time did not give up the exploration of offline channels.
Water purification equipment from the whole product to the omni-directional two-way extension
It can be said that the integration of existing channels and the exploration of offline channels will become the center of Philips' water purification work in the future. Especially in the past two years, with the development of the market, the offline building materials channel shows a rapid development trend. Water purifiers, especially kitchen-type water purifiers, central water purifiers, and water softeners, are a good choice for installation in the hardware phase. In the real estate industry, sales in 2016 are very obvious. Whether it is new or second-hand housing, it indicates that the home improvement industry will usher in a new round of growth. Then the pre-installed water purifier is bound to usher in new growth opportunities. Philips will adjust its product and marketing strategy with a focus on home improvement building materials.
The domestic water purification market has been raging in the past few years. After several competitions and eliminations, many brands have gone out, and some excellent brands have emerged. Philips water purification has been among the first-line camps through the intensive product and deep cultivation of channels.
Share button
Editor in charge: Guo Qiaoshun
Flat Leather Stacks With Special Craft
Ture Potential Limited , https://www.ldgsshoes.com