China water purifier market: cake is very chaotic

Water appliances that have been hailed as the next gold industry in the home appliance industry have received more and more attention from companies. After more than ten years of cultivation, water appliances have been initially recognized by domestic consumers, and the popularity of drinking fountains has increased dramatically. Water treatment equipment such as water purifiers and water purifiers have also gradually evolved into the home market.

According to Bai Xuetao, deputy director of the Center for Environment and Health Safety at the Chinese Center for Disease Control and Prevention, the water treatment equipment market is increasingly evolving toward home appliances. After years of promotion, China's water appliances market has advanced from the development stage to the maturity stage.

Broad prospects

After years of publicity and popularization of drinking water and health knowledge, people have gradually understood the impact of drinking water quality on human health and paid more attention to drinking water safety, which provided a great market prospect for the production of water purifier products.

Since 2000, China's water purifier industry has rapidly recovered and increased, and water purifier manufacturers have grown rapidly. Statistics from the National Bureau of Statistics show that at present, China has about 1,500 legitimate manufacturers of water purifiers approved by the Ministry of Health, and the actual number is growing at a rate of about 30% per year.

The data shows that in 2009, the output of water purifiers in China reached 27.31 million units, an increase of 45.26% from 2008, and the compound annual growth rate of the industry from 2000 to 2009 was as high as 46.29%.

However, compared with developed countries, the penetration rate of water purifiers in China is still very low, only about 2%, while in Europe, the United States, Japan and other developed areas, the water filter family ownership rate exceeds 70%. In terms of China’s population of 1.3 billion, or about 400 million households, if there are 1/4 of households that install water purifiers, the demand for water purifiers will be 100 million units. If the water purifiers are calculated at 1,000 yuan per unit, the Chinese water purifiers The market size will reach 100 billion yuan.

At present, the penetration rate of water purifiers in developed countries is already very high. In the future, as the domestic water purifier production enterprises gradually break through in terms of technology and quality, the demand for water purifiers in the international market will be released, and the market capacity of Chinese water purifiers will be far more than that. 100 billion yuan.

Market confusion

However, due to the inadequacy of market supervision and product standards, China's water purifier market is a mixed bag and industry development is extremely unregulated.

At present, the water purifier industry has not yet formed a large-scale enterprise. Unlike the traditional home appliance market, there are leading companies. The market for water purifiers is mostly small and medium-sized enterprises. There are not many large enterprises. There are no large-scale enterprises and the industry is developing. Water purifier manufacturers concentrated in the Pearl River Delta and Yangtze River Delta region are mainly SMEs. There are a large number of companies with less than 100 employees. They are also companies that are not planning to apply for health approvals.

At present, the domestic water purifier market is mainly occupied by three types of enterprises, one is the international water purifier companies, including 3M, A. O. Smith, etc.; Second, enter the water purifier field of electrical or kitchen electricity companies, including the United States, Haier, Shuaikang, etc.; third is based on the field of water purifiers professional companies, including the Gion, Angel, Langmu, clear water and other sources. However, these corporate brands have not yet formed a certain scale, and the concentration of market brands is not high.

On the other hand, the water purifier market lacks effective standards. At present, the national standards related to the implementation of the water appliance market include the “household and similar water purification equipment” and the “household and similar use of drinking water purification cores” that were implemented since 2010, and they are in line with the threshold of drinking water health requirements. It was established. However, there is still a lack of authoritative mandatory standards for domestic water purifier products, which makes it difficult for enterprise product implementation or technical supervision departments to supervise.