The immature market pattern of water treatment product technology is to be adjusted

At the same time as the rapid development of the social economy, the pollution of water resources has become increasingly serious. The backward pollution purification process of urban waterworks and the secondary pollution brought by the water pipe network have already seriously threatened people's life and health. With the improvement of people's health awareness and the increase of people's income level, it is very urgent to improve the water quality of domestic water. Therefore, terminal waters dominated by straight drinking machines, water purifiers, water purifiers and water softeners are the leading waters. Handle products into the Chinese market. According to the survey data, in the drinking water market in 2006, terminal water treatment products accounted for about 12% of the total. This data has already shown the strong development momentum of terminal water treatment products.

From the 1990s, first, Taiwanese products entered the domestic market, followed by Korean-funded, US-funded and other foreign-invested companies to set up factories in China, and then domestically-funded enterprises, Ou Chen, and Phoenix Water, to cultivate the market in advance, making the entire industry Has already had a high level of awareness. According to incomplete statistics, at present, there are at least 1,000 water treatment enterprises. If the relevant supporting enterprises are added, there are 3,000 scales.

Second, the problems faced by the water treatment products market

The terminal water treatment products have entered the domestic market for ten years, but the whole market has not yet fully heated up. The majority of the inbounds are mainly small and medium-sized enterprises. There are many participating manufacturers in the market, but the competition level is uneven and the product types are single. And the problem of slow replacement, rapid growth, and lack of leading enterprises will affect the future sustainable development of China's water treatment products market to a certain extent.

1, the technology is not mature

Water treatment products are extremely strict in terms of production process, product quality, overall performance, etc., and must be approved by the Ministry of Health for production. However, many domestic water appliance companies have no technology, no scale, and no quality assurance system. Under such conditions, the company's research and development and promotion of water treatment products lacks a mature market atmosphere and cannot establish a complete industrial chain. Therefore, the products lack innovation and the new product cycle is long. Most of the small and medium-sized water appliance enterprises are concentrated on products with low technical content, which leads to rapid saturation of market demand, and supply exceeds demand to affect the development prospects of enterprises. And the products with high technical content, the lack of development strength.

2. Lack of leading large enterprises and chaotic market competition

As the water appliance industry is at the beginning of development, the technical threshold is low and the capital requirements are not high, so that the manufacturers participating in the market competition will multiply in a short period of time, while the enterprises with a certain scale and influence have less than 1% in China. There are no leading large-scale enterprises in the water treatment product market. Some enterprises have rushed into the market due to lack of long-term strategic planning, and even competed by improper means, resulting in chaotic market competition.

3, extensive marketing strategy

The marketing of water treatment products in China is limited by capital and competitiveness. Most of them adopt the agent mode. Manufacturers generally do not have direct sales offices or sales teams. They directly sell products to agents. The agents operate the terminal market. The circulation system occupies a dominant position. Therefore, there is a lack of management and management personnel and modern business operation modes that understand terminal water treatment products and have modern marketing awareness in marketing, and lack a mature management team. At the same time, because the manufacturers can not grasp the market development trend and dynamic information in time, it ultimately makes it impossible to formulate marketing strategies and product positioning close to the market. Moreover, in the process of marketing the terminal products, most of the salesmen of many brands exaggerate the effect of water treatment, the water yield of pure water machine and water softener is low, the water purifier is invested in the late stage, and the ultrafiltration machine cannot remove the odor. Avoid talking about it and infringe on the interests of consumers.

Third, the water treatment products market has broad prospects

At present, the water quality of domestic water in most cities in China is poor, and the pollution is gradually increasing. Therefore, terminal water treatment products have a very broad market prospect as a product for purifying and softening domestic water. In foreign countries, more than 80% of households use water treatment products as terminal purification equipment, but domestic water treatment products are still an emerging market and products, and the household ownership rate is still low, which will become a new consumption of urban households in the future. Highlights, its market potential is huge.

According to the survey results, only 26.9% of urban households in the coming year indicated that they may or may purchase water treatment products, which can be used to predict the potential of China's urban household water treatment products market in the coming year. The consumption is huge, and the consumption demand of commercial users is not included here. It can be seen that the terminal water treatment products will develop rapidly in the next three years, and its growth rate shows a rapid increase trend, which has a very broad development prospect.

Fourth, credit risk tips

With the gradual increase of environmental pollution and damage in the country, serious water pollution, and the lack of protection of tap water quality, coupled with consumer safety awareness, health awareness and economic consumption, they have already become fast for the terminal water treatment industry. Development has laid a solid foundation. The industry is in full swing and will provide new development opportunities for competitive large enterprises, but at the same time there will be a small number of outbounds.

1. Enterprises with brand and technological advantages will achieve good development.

The products of this industry are technical and professional, have certain product development and investment thresholds, and there is no successful method and mature roads that can be used for reference. In particular, traditional enterprises have entered the field, have certain industry thresholds and technical thresholds, and have high service requirements. Therefore, the leading enterprises of water treatment products represented by Haier and Midea will rely on their technology, capital and brand. Advantages, continue to grow in the fierce competition, and obtain good development prospects.

2. The competition pressure of second-tier enterprises has further increased

Affected by first-line brands, the competitive pressure of second-line water treatment products companies has further increased. Some second-tier brands have begun to withdraw from the highly competitive market and narrow their own industrial chains, while more second-tier brands and local small brands will face the fate of being acquired, merged or eliminated.