The development trend of the smart toilet market in 2022: technological innovation is the core of the future development of the industry?

First, the intelligent toilet industry chain

Smart toilet, also known as intelligent toilet or electronic toilet, belongs to the field of building water supply and drainage materials, refers to the installation of sanitary appliances controlled by electronic circuits on traditional ceramic or plastic toilets, with functions such as cleaning human buttocks, drying buttocks, heating the seat ring and deodorizing the environment.

In terms of industrial chain, the upstream of the smart toilet industry is mainly suppliers of raw materials, including waterway system suppliers, circuit system suppliers and ceramic suppliers; Midstream is the production process, including manufacturers and brand owners; Downstream is mainly used in real estate, decoration, building materials, home users and other fields.

Intelligent toilet industry chain Source: public information collation

Second, the current situation of the intelligent toilet industry

1. Average retail price

The average sales price of online toilet lids in 2018 was 1935 yuan, which fell to 1522 yuan from January to November 2021, and its price reduction was as high as 21.3%; The same is true for all-in-one products, with the average sales price of online all-in-one machines being 3943 yuan in 2018 and 2973 yuan in January-November 2021, with a price reduction of up to 33%. The decline in the average price of products is more conducive to promoting consumer purchases and accelerating the popularization of smart toilets.

The average retail price of China's smart toilet online market from 2018 to 2021

Source: AVC, compiled by Huajing Industry Research Institute

2. Price range

In 2021, the mainland online channel intelligent toilet all-in-one machine sold the most in the price range of 2500-2999 yuan, accounting for 27%. In addition, although the price range of 3000-3499 yuan is 15.76%, ranking fourth, it has a large increase and increased by 3.13% year-on-year. It is expected that consumers will favor the price band in the future, mainly located at 2500-3499 yuan.

In 2021, the online channel price range distribution of smart toilet all-in-one machines

According to the online sales data of smart toilet lids, the sales of smart toilet lids with prices below 1,000 yuan in 2021 are the largest, and their annual sales are about 298,400 units, accounting for 35.2%. From the perspective of rise and fall, the proportion of the price band of 1000-1499 yuan and 3000-3499 yuan has increased to varying degrees, with a year-on-year increase of 4.44% and 1.39% respectively, and the proportion of other price bands has declined year-on-year. The trend of low-cost popularity of smart toilet lids is significant, and the price band is mainly concentrated below 1499 yuan.

2021 smart toilet lid online channel price range distribution

Related report: "2022-2027 China Intelligent Toilet Industry Market Research and Future Development Trend Forecast Report" released by Huajing Industry Research Institute

Third, the intelligent toilet industry competition pattern

1. Enterprise classification

Intelligent toilet technology is complex, involving water, electricity, heating, machinery, sensing, injection molding, welding and other fields, there are fewer supporting enterprises, and the entry threshold is high. Mainland smart toilets mainly include three types of enterprises: sanitary ware, home appliances and professional electronic appliances.

Domestic intelligent toilet enterprise classification Source: public information collation

2. Market share

2021 Q1 intelligent toilet all-in-one machine online market share TOP10 model Chinese product brand occupies 7 seats, the average price of the all-in-one machine, the average price of domestic brands is generally lower than that of foreign brands, and the cost-effective advantage is significant.

In 2021, Q1 intelligent toilet all-in-one machine online market share TOP10 models

In 2021, the number of smart toilet supporting projects in the fine decoration market was 843, up 39.8% year-on-year; The supporting scale was 727,000 units, an increase of 35.8% over 2020, and the allocation rate reached 25.4%, an increase of 8.9 percentage points. In addition, in 2021, the market share of the TOP5 brands in the smart toilet market of fine decoration was 69.8%, down 3.1% year-on-year.

2019-2021 fine decoration market smart toilet supporting TOP5 brand share

Fourth, the development trend of the smart toilet industry in 2022

1. Product technology development trend

The core of the future development of the smart toilet industry is the innovation of technology, improving the function of the smart toilet by upgrading the technology and expanding the sales market of the product. The current technical direction of products has changed from the traditional heat storage type to the instantaneous heat type, and under the joint promotion of major intelligent bathroom brands, the instant heat technology has become the future core production technology of the toilet industry.

For a long time, the smart toilet has been dissatisfied with consumers because of the unstable water temperature of the storage water, slow heating and other issues, and now the use of instant heat technology to produce smart toilets can effectively solve this problem, enhance the satisfaction of consumers and the brand image of the enterprise, which is undoubtedly a win-win situation. Smart toilet manufacturing enterprises in the future research and development process not only need to consider the consumer experience, but also need to fully combine the market environment changes and government policies to ensure that smart toilets better adapt to the market.

2. Product appearance and function

For consumers, appearance is always the key to promoting consumption, followed by the performance of the product. While improving the function of the toilet, intelligent toilet manufacturing enterprises also need to pay attention to the appearance design of the product, bring consumers a comfortable and beautiful experience, promote consumer consumption, and increase the sales volume of products.

Designers need to fully investigate the consumer experience of the previous product before designing a new product, collect consumer opinions, improve the shortcomings of the previous product when designing the next product, and integrate consumers' opinions on smart toilets to design products that are more in line with consumer needs. The future development of smart toilets tends to be humanized, and more product design is based on the user experience perception, so that smart toilets can better meet people's needs.