In the second half of last year, the growth rate of the water purifier market has slowed down. In the first quarter of this year, the industry growth rate was further corrected. According to statistics from Avi Cloud (AVC), the domestic retail sales of water purifiers in the first quarter of this year totaled 4.64 billion yuan, up only 12.1% year-on-year, and the growth rate declined.
After several years of rapid growth, the water purifier market ushered in a growth rate correction. Since 2017, the growth rate of online retail sales of water purifiers has declined all the time, and the retail sales of offline markets have also shown a shocking correction.
The number of brands in the water purifier market is also dropping sharply. According to the monitoring data, at the beginning of 2017, the number of brands of water purifiers was 261, and it was reduced to 205 at the end of the first quarter of 2018. These “disappeared†brands were mainly domestic brands.
As of the end of the first quarter of 2017, the total number of domestic brands in the sales of the brand was 194, but by the end of the first quarter of 2018 sharply reduced to 141, nearly 30% of the brand was shuffled out.
According to the analysis of the research institute, the growth rate of the water purifier industry is indeed narrowing, but it still maintains a relatively fast growth. “In the past, companies rushed to the top, neglected product innovation, neglected the entire marketing and channel construction, and the stamina that led to these companies was weak in the transformation.â€
However, it is worth noting that the proportion of high-end water purification market is constantly increasing. From the monitoring data of Aowei Cloud Network, the sales volume of high-end water purification market (5000+) in January-April 2018 reached 37.3%. In 2018, the market size of household water purifiers is expected to reach 32.94 billion yuan.
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