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Domestic brands of water purifiers dominate the G2 era

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[Abstract]:
Statistics show that the top four brands are domestic brands. Among the 25 brands in the statistics, although the number of domestic brands is less than half, but in the proportion of sales, domestic brands accounted for 80.32%, while international brands only 19.68%; in terms of sales, domestic brands accounted for 73.54 %, the international brand is 26.46%.
Statistics show that the top four brands are domestic brands. Among the 25 brands in the statistics, although the number of domestic brands is less than half, but in the proportion of sales, domestic brands accounted for 80.32%, while international brands only 19.68%; in terms of sales, domestic brands accounted for 73.54 %, the international brand is 26.46%.
 
In the domestic water purifier market, the operation of domestic brands is much more flexible than international brands. From promotion activities to brand promotion, the awareness and actions of domestic brands are better than international brands. On the product, the domestic brand's water treatment technology is also closer to the Chinese family, and the joint venture brand is still taking the old road of copying abroad. For example, Midea, Gion, Angel and other brands are mainly used in water purifiers for drinking water, springs, Lisheng and other water purifiers that focus on domestic water. In contrast to international brands, except for AO Smith, which focuses on the main water machine, most joint venture brands pursue a large and comprehensive positioning. Some brands, such as the main soft water machine, are also working on the water purification machine in China. Moreover, the more extensive sales channel network of domestic brands and the sound after-sales service system are more popular with consumers than international brands.
 
However, it is worth noting that in July, the second-ranked Gion was acquired by U.S. Unilever, a large-scale daily chemical brand. Gion will transform its identity into an international brand, so in the second half and beyond, the pattern of international and domestic brands will be changed. There will be changes, but in general, the current dominant pattern of domestic brands will continue.
 
High international brand price
 
The average price of international brands reached 3,302 yuan, while the domestic brand was 2,249 yuan. This also directly leads to a smaller gap between the two sales in the sales gap. At the specific brand level, it is more clear. Among all domestic brands, the highest average price is Haier, reaching 3,339 yuan. The top four brands have the highest average price of 2,455 yuan, and the fourth highest rise is only 1,843 yuan, while the average price of AO Smith has reached 3,859, which is twice as high. In addition, the average price of international brands such as 3M and Yikou also fluctuated around 3,000 yuan. The highest average price of international brands is Kang Ligen, reaching 4,456 yuan.
 
The average price of international brands is at a high level, mainly due to three reasons. On the one hand, the brand itself is positioned as a high-end, in order to open the gap with domestic brands, the whole line has raised the price; on the other hand, it is due to the international brand product line. In the balance between civil and commercial products, such as the central soft water machine, central water purifier and other large and medium-sized water purification equipment international brands have more advantages than domestic brands, this factor has increased the average price of international brands; the last aspect It is because many international brands have not yet opened production lines in China. The products are all imported, and the impact of tariffs and transportation costs has also affected the price increase.
 
It is worth noting that there are many “fake foreign devil” brands in the domestic water purification market, some are registered shell companies abroad, and production and operations are all in China. Some are purely domestic registration, domestic production, take a "foreign name" to pretend to be a foreign brand. Another phenomenon unique to the water purification industry is that it benefits from the developed OEM capacity of the domestic water purification industry. Some international brands relying on imports to find domestic OEMs to produce water purifiers, and act as imported products. Therefore, when buying water purifier products, Chinese consumers should not blindly worship international brands, or simply seek cheaper, but choose products according to their own needs and choose products.