With the continuous development of economy, environmental pollution, including water pollution, is an undeniable fact. It can be predicted that domestic water purifiers, as the best choice to solve water pollution, will have a very broad market in China. Moreover, from the product characteristics, the water purifier is an environmental protection product directly related to people's lives and health, and the effect is obvious. Coupled with the rapid improvement of people's consumption level and health awareness, water purifiers will soon enter the public family.
Present situation analysis of water purifier industry
1, analysis of the present situation of water purifier manufacturers
More and more operators feel the great potential of water purifiers and join the industry of water purifier market. But at present, most manufacturers are small workshops, without professional designers and production equipment, formal production sites and testing methods, and without perfect management methods and marketing systems. Generally, some incompatible parts are bought from various parts factories for assembly, so the quality and service are not guaranteed.
The main manufacturers of water purifier products are concentrated in Shanghai, Jiangsu, Zhejiang and Guangdong. Take Guangdong market as an example; At present, the main brands of water purifiers in Guangdong market can be divided into three categories (according to the manufacturer's location marked on the product): the first category of imported brands (four types): Anbang (USA), Aihewlett-Packard (USA), Jiebi (USA) and Dalton (UK); The second category is Guangdong brands (including 8 joint-venture brands): Ainu (Shenzhen), Xuekelu (Shenzhen), Li Sheng (Shenzhen), Angel (Shenzhen), Sigma (Shenzhen), Biyuan (Guangzhou), Bao Jing (Guangzhou) and Puluquan (Zhongshan); The third category is products from other provinces (3 kinds): Tianci (Tianjin), Qinyuan (Ningbo) and Dongfang (Shanghai).
At present, manufacturers do not have much research on the demand of consumers, and they do not know enough about the future trend of water purifier products and industry. Therefore, although there are many kinds of water purifier products on the market at present, you copy me and I copy your practice. Not only for products, but also for the marketing of water purifiers, most manufacturers are still in the exploratory stage, and no manufacturer has successful experience and model in this respect. Moreover, many manufacturers are short-term behaviors, and there is no long-term planning and market competition strategy. At present, the so-called brand has not been formed in the water purifier industry, and the whole industry is still in the primary development stage.
2, water purifier market analysis
With the improvement of people's quality of life and the deterioration of environmental water pollution, water purification and water purification products have developed rapidly in recent years. In particular, drinking fountains, purified water and bottled water products have developed rapidly, but the sales market of water purifiers is always unsatisfactory. Although the market is growing year by year, it is obviously still in the primary stage of development, with a small market share, no well-known brands and low consumer awareness of such products. What restricts the development of water purifier market?
At present, the factors restricting the development of the water purifier market are mainly manifested in the following aspects:
A. The national standard of water purifier is not perfect, and there are endless arguments between purified water and mineralized water.
At present, there are almost no other inspection standards for water purifiers except CJ 3023-93 activated carbon water purifier and CJ 3026-94 integrated drinking water purifier. Due to the lack of standard guidance, consumers are at a loss.
B. product positioning is limited.
At present, most domestic manufacturers promote the positioning of water purifiers as health care and beauty. Beauty never feels welcome. We should position the water purifier in the category of kitchen appliances and promote products together with kitchen appliances such as rice cookers and electric kettles. In this way, consumers will regard water purifiers and rice cookers as the same kind of products, thus enhancing their popularity.
C. consumers lack understanding of water purifiers.
Through the consultation of consumers and the investigation of shopping malls, it is found that most consumers know nothing about the water purifier and are skeptical and wait-and-see about its water purification function. This is the key factor that restricts the development of water purifier industry.
D. the product quality is uneven and the sales management is not standardized.
As a product that provides drinking water closely related to people, the sanitary requirements of water purifier can not be ignored. There are many famous brand water purifier products, which can't meet the minimum hygiene requirements from appearance to structure. Even some activated carbon water purifiers have carbon powder falling when moving, and some water purifiers are covered with dust on the shell and inner wall. As a product sales terminal, the management of water purifier products is not standardized. Some shopping malls have water purifier product counters similar to grocery stores, and even some shopping malls don't have water purifier product counters.
E. The core technology of water purification is not well mastered, and there is no uniform standard for filter element manufacturing. The replacement of filter element has become the bottleneck of the development of water purifier.
Most domestic manufacturers can only manufacture activated carbon filter elements, unable to master advanced purification technologies such as hollow fiber, reverse osmosis membrane and ceramic filter elements, and can only rely on imports. At the same time, the manufacturing of filter elements also lacks uniform standards. Once a brand of water purifier is purchased, subsequent filter element replacement can only buy products from the same manufacturer, and consumers lose the right to choose freely. Some consumers worry that no matter how expensive the water purifier is, it will be useless if the manufacturer doesn't produce it. It may also be that the manufacturer arbitrarily slaughtered the price of the filter element.
F. The market lacks strong brand support and corresponding supervision mechanism.
Water purifier is a new industry. Haier and other well-known domestic brands have not set foot in the manufacture of water purifiers, and foreign brands familiar to Chinese people such as Panasonic have not entered the China market. The water purifier market was in the Warring States period. All brand products are said to be well-known brands at home and abroad or manufactured by international advanced technology, but there is no corresponding supervision mechanism in the market. The manufacturer's false propaganda increased the consumer's suspicion.
G. competition of other similar products, such as bottled water, bottled water, water dispensers, etc. It is also a factor that restricts the development of water purifiers.
According to the above constraints, our "Aometer" company will adopt; First, set market development goals and speed up the research on relevant water purifier industry regulations; 2. The market positioning of the water purifier makes "Ometel" a necessary daily necessities for families, and arouses consumers' purchasing desire (especially rural consumers in China); Third, strengthen marketing efforts and market supervision and management to let consumers know about our "Europe and America" water purifier products; Fourth, vigorously research and apply advanced purification technology to solve various problems in the development of water purifiers.