The water purification market is growing explosively, with obvious differences in online and offline sales

With the rapid development of cities, water pollution incidents occur frequently in various places. Industrial pollution and agricultural pollution have brought great threats to our domestic water. Coupled with the gradual increase in health and safety awareness of Chinese residents, water purifiers have become the most popular home appliances in 2014 after air purifiers.

   Since 2013, the water purification industry has begun to show explosive growth, and it continued to rise sharply in 2014. According to statistics, the scale of the water purification market reached 12.1 billion in 2014, an increase of 66.9% year-on-year, and the compound annual growth rate of the water purification market from 2011 to 2014 was as high as 42.5%.

   In the current residential water environment improvement problem, it is impossible to deal with water pollution in a short period of time. The installation of a water purifier is still the safest and fastest effective drinking water solution. The water purification market is still performing in 2015. Continue to rise. Some experts predict that in the future, the output of household water purifiers will grow at a rate of more than 45% per year, and that water purifiers may form a market scale of 100 billion yuan within 5 years.

  The difference between online and offline is obvious

   Due to the development of the Internet, mobile Internet, and the Internet of Things, the online water purification market has grown stronger, driving the rapid development of the water purification market. At the same time of high growth, the difference between online and offline water purification market is obvious.

  According to data, in 2014, the online sales of water purifiers accounted for 15.4%, and offline sales accounted for 84.6%. From the perspective of market segments, online water purifiers accounted for 62% of sales, and water purifiers accounted for 33%; offline water purifiers accounted for 24%, and water purifiers accounted for 49%. Online consumers purchase water purifiers to ensure the safety of drinking water and filter sediment, rust, bacteria, residual chlorine, etc.; while offline consumers purchase water in addition to considering drinking water safety, they have higher requirements for taste and filtration accuracy.

   In terms of brands, the concentration of online brands is much lower than offline, where online TOP10 brands account for 77% of sales, while offline TOP10 brands account for 96% of sales. Compared with other categories in the home appliance industry, no company in the water purification industry currently has a 30% market share, and the marketing monopoly effect of big brands has not yet formed. In terms of price, online consumption has become more convenient and common, and online competition has become more diverse and intensified. According to the data, from the perspective of the main selling price range, online mainly sell water purification products below 1,000 yuan, while offline products above 2,000 yuan account for 65%, of which 4,000 yuan or more accounted for 12%.

   In 2015, whether it is the horizontal expansion and integration of traditional home appliance companies or the vertical integration of professional water purification companies, it will continue to heat up the market and promote the development of the water purification industry. It is foreseeable that the online market of the water purification industry will become more prosperous and standardized, and the offline market will also become stronger and broader.
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