In recent years, the growth rate of the water purification market has been obvious and the market has developed healthily. However, compared with other traditional household appliances with higher market maturity and higher household penetration rate, water purification products are still a business opportunity category, and the water purification industry still has a broad market space and a predictable future.
According to the forecast of AVC, the scale of the fine decoration market is expected to pick up in 2024, which is expected to reach 950,000 sets, and the configuration rate of water purifiers is expected to reach 30% in 2024, and the supporting scale is expected to reach 285,000 sets.
The reporter of "China Business Daily" noted that in this context, the water purification market is still dominated by foreign brands, and the market share of domestic brands is only 27.8%. In order to seize the "blue ocean" market of water purification, on April 18, Angel held the "Global Leading Water Purification Technology" strategic upgrade and Space Master series new product launch conference, proposing a new strategic upgrade direction of "the world's leading water purification expert" and releasing the new space master series of whole-house water purification products.
"From the perspective of development trends, health, high quality, intelligence, and scenario-based have become the key words for industry upgrading. Industry insiders believe that in the face of the change of consumer demand, how to step on the new trend and consumer preferences, through technological innovation and product upgrading to better meet the diversified needs of the market?
Meet the water purification needs of small and medium-sized households
According to the total data pushed by AVC, the retail sales of water appliances (water purifiers, drinking machines, water dispensers, water purification equipment - online) in 2023 will be 29.7 billion yuan, a year-on-year increase of 10.8%, and the retail volume will be 26.27 million units, a year-on-year increase of 2%. Among them, the retail sales of water purifiers in 2023 will be 20.5 billion yuan, a year-on-year increase of 11%, and the retail volume will be 8.02 million units, a year-on-year increase of 9%.
The reporter learned that the rapid growth of the water purifier market has also given domestic water purification companies a broad space for growth. Taking Angel as an example, the first water purifier was developed in 1988, officially opening the era of drinking water purification in China, the A7 large-volume water purifier was launched in 2019, leading the industry into the era of clean cleaning, and the X-Tech series of high-end whole-house water purification was launched in 2022, leading the leapfrog development of global water purification technology.
At the press conference, Kong Na, chairman and president of Angel Group, announced that Angel will strive to achieve the new strategic direction of "the world's leading water purification expert", and will be based on a global vision and firmly be a strategic practitioner of "going global".
At the same time, Angel's new product - Space Master series whole house water purification was officially released, which consists of the whole house large water purifier M7 Home 800 and the whole house Mini water softener. "The Space Master series has in-depth insight into the pain points of users' whole-house water purification, meets the whole-house water purification needs of small and medium-sized users with miniaturization, and is certified as the smallest whole-house water purification system. Zhao Kai, vice president of Angel Group, said.
According to Zhao Kai, the M7 Home 800 is equipped with a dual-effect water purification system, which achieves a large flux of 4T/h through a dual-ACF2000 composite filter element, covering the water purification needs of the whole house, while the patented long-term reverse osmosis filter element 2.0 Plus has a total water purification capacity of 64,000L, achieving a water purification effect that does not decay for 8 years. At the same time, the product adopts APCM aerospace sterilization technology, and the removal rate of ESKAPE super drug-resistant bacteria is 99.99%.
Zhao Kai said that the whole house Mini water softener is equipped with a dual-drive efficiency softening system, which increases the water flow path by about 2.2 times, realizes double softening, with a softening efficiency of up to 99.8% and a soft water flow rate of up to 1.5m³/h, which can meet the use of soft water in Shuangwei. At the same time, the product is equipped with technologies such as IoT intelligent interconnection and patented AI intelligent multi-way valves, which can monitor the machine status in real time, automatically customize the regeneration cycle and effectively reduce the volume of the water softener.
In this regard, AVC research report analysis said that under the trend of hot sales of water purification packages and offline focus on whole-house water purification, the transformation from single product to system integration, the whole-house drinking water ecology under the needs of comfortable homes has been continuously reconstructed, and solutions to meet the needs of users for a variety of clean drinking water have been continuously emerging.
The share of domestic brands is still less than 30%.
The reporter noted that although the water purification market is still a "blue ocean", the concentration of the industry has increased. AVC monitoring data shows that in 2023, the total market share of the top 5 brands in the fine decoration water purifier market will be 65.4%, and the brand concentration will increase by 1.2%, of which only Angel is a domestic brand.
In fact, foreign brands are still the dominant players in the water purification market. AVC monitoring data shows that in 2023, the share of foreign brands led by 3M, Pentair, Honeywell, etc. will be 72.2%, a year-on-year increase of 4.3%, and the share of domestic brands will be 27.8%, led by Angel, Midea, Bauhinia, and Kaineng.
Because of this, domestic enterprises such as Angel, Kaineng and Haier are accelerating the layout of the water purification industry. It is reported that since Haier entered the water purification industry in 2010, with its international R&D and intelligent manufacturing capabilities, it has worked closely with the world's top water purification brands, including Beshi of Germany, Strauss of Israel, GEA of the United States and Toray of South Korea, to form three major brand matrices of Haier water purification: Haier, Casarte and BWT
The relevant person in charge of Haier water purification said that Haier water purification invested 1 billion yuan to build two world-class water purification plants, and realized the upgrade from manufacturing to intelligent manufacturing through the digital transformation of the factory. At the same time, Haier has 14 technology centers around the world, 28 cooperative R&D institutions, and cooperates with more than 300 cross-border designers from different fields on four continents, injecting a steady stream of innovation into the water purification industry.
Kaineng Health(300272. SZ) is also a global provider of integrated solutions, products and services for human settlements water treatment. According to reports, as early as 2001, Kaineng Health took the lead in proposing the concept of "whole-house water purification" in China.
The relevant person in charge of Canature Health said that since its establishment, with the R&D and production of POE water treatment products and core components as the starting point, in each complete set of equipment produced by Canature Health, in addition to the activated carbon and KDF used by the designated suppliers, the other core components and various parts are almost all produced by the company itself, and the production capacity of the whole industry chain has reached more than 90%.
According to reports, the main production bases of Kaineng Health's full range of water treatment products and parts are located in Pudong, Shanghai, Cixi, Zhejiang, Yixing, Jiangsu and Foshan, Guangdong. Over the years, the company has been deeply engaged in the field of water treatment products, covering 8 categories, 83 series, more than 1,700 varieties and specifications, and exported to more than 100 countries and regions.
According to industry analysts, with the continuous upgrading of consumers' health awareness and the improvement of their awareness of drinking water health, mineralization filter element, and heat purification machine, water purification products have also developed from meeting the needs of life to more added value. For domestic water purification enterprises, they should have an in-depth understanding of the needs and characteristics of customers, carry out market segmentation and positioning, and provide differentiated and personalized products and services, so as to seize the "blue ocean" opportunity of this market.
(Editor: Quartz Jing Review: Tong Haihua Proofreader: Yan Jingning)
![There are these 5 situations when the water comes out of the water purifier, can you still drink it? Don't be careless, there are some situations to be vigilant about[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)