How to achieve a healthy development of more than 30 billion water purifiers in the market?

In recent years, China's household water purifier industry has developed rapidly.

Especially with the high frequency of water pollution incidents and the increase of consumers' health awareness, the quality of healthy life is more and more respected by people. As an important category of environmental electrical appliances, water purifiers have become the "standard" for many families.

According to the relevant data of Aowei Cloud Network, 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. It continued to rise in 2015-2016, with a scale of 14.7 billion yuan and 20.3 billion yuan respectively. Aowei Cloud expects that the sales volume of the purified water market will reach 32.9 billion yuan in 2018.

The fiery market performance has made many companies look at the huge potential of the water purification field, and the shoulders are flooding into the market.

| Chaoyang industry "barbaric" growth

In the red sea where everyone wants to share a piece of money, the good and bad are the dysentery that the water purifier market has to say.

According to incomplete statistics, China's water purifier brand has reached 5,600. Among them, there are not only the supply of quality enterprises with deep cultivation and water purification for many years, but also the upstream and downstream and foreign-funded enterprises, as well as workshop-style SMEs. Among them, some enterprises neglected to upgrade and improve products and services in a timely manner, resulting in chaotic industry, counterfeit and shoddy products, and the industry's impetuous.

Recently, the General Administration of Quality Supervision, Inspection and Quarantine released the results of the special inspection of the national supervision of the quality of water purifiers in 2017. The results showed that 38 batches of products such as Philips were unqualified, and five companies including Rongsheng Electric Appliance failed to pass the test twice. Unqualified items involve machine safety, total water purification, input power and current.

|One-machine homogenization problem to be solved

For the time being, there is still a widespread problem in the water purifier market that does not pay attention to technological innovation. 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.

As we all know, the emergence of product homogenization will certainly have many adverse effects on the industry. First and foremost is the inability to meet consumer demand for quality and personalization.

Secondly, enterprises that focus on technological innovation spend huge sums of money on research and development. What is counterproductive is that more and more enterprises follow suit and plagiarism. The technical dividends fail, and ultimately they can only rely on price wars to compete for the market. In overdraft marketing, enterprises have to continue to copy and imitate in order to save costs, and the market is in a vicious circle.

| New labeling forced industrial innovation

Quality requires standards and the market needs supervision. In order to ensure the healthy and orderly development of the water purifier market, the implementation and implementation of industry standards and national standards are urgently needed.

It is reported that in November this year, the General Administration of Quality Supervision, Inspection and Quarantine and the National Standards Committee officially issued the GB34914-2017 "Reverse Osmosis Water Purifier Water Efficiency Limit Value and Water Efficiency Rating" national standard. This standard is to implement the most stringent water management system, and has drawn a red line that strictly controls water efficiency. It will be implemented in November 2018.

After the implementation of the new national standard, RO reverse osmosis water purifiers with a net water production rate of less than 35% are considered to be unqualified products. The new national standard will eliminate those low-quality products with high water consumption through the setting of water efficiency limit values. .

In addition, in the new edition of the Standardization Law, companies are explicitly required to express the name of the mandatory and recommended standard number. This law will play a powerful role in promoting the implementation of national standards after the implementation of the law on January 1, 2018.

It is expected that the official implementation of the new national standard will further rectify the water purification industry, and force the water purifier manufacturers to carry out technological innovation and improve the performance of the produced anti-purifier.

| Strengthen innovation to meet differentiated needs

For the water purification industry with great potential, in addition to the standard formulation and supervision, industry companies should also focus on independent innovation, while satisfying the ever-increasing consumer demand while making big market cakes.

On the one hand, strengthen product innovation, model innovation, service innovation, according to market feedback, solve common problems of filter core life, work noise, water waste and other products to meet the differentiated needs of users;

On the other hand, breaking the inertia thinking, strengthening brand building, optimizing the channel structure, and promoting the products in three dimensions, thus stand out in the competitive white water purification market.

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