After a few years of rapid growth, the water purification market officially entered a stage of steady growth from 2017. According to Zhongyikang's calculations, the growth rate of the water purification equipment market will further slow down in 2018. The retail volume will increase by 9.4% year-on-year, and the retail sales will increase by 17.4%. From the market performance of January-February 2018, the performance of online and offline performance is quite different. According to the data of Zhongyikang retail monitoring, online growth has been rapid and the growth rate of offline has declined.
First, the online growth rate is fast, especially the desktop straight drink machine shows explosive growth.
Zhongyikang retail monitoring data shows that in January-February 2018 (2018.1.1-2018.2.25 for a total of 8 weeks, the same below), online retail sales of water purification equipment increased by 15.2% year-on-year, and retail sales increased by 64.5%. Among them, the desktop straight drink machine is a sub-category of the water purification equipment market, because it has beautiful appearance, small size, integrated water purification, multi-stage temperature control (to meet the various water temperature requirements such as milking, tea making, brewing coffee, etc.) Consumers are favored by features such as free installation and multi-point mobile water consumption, showing explosive growth. Retail sales increased by 230% year-on-year, and retail sales increased by 233.2%.
Second, the growth rate of the offline decline, the pure water machine maintains positive growth
Zhongyikang retail monitoring data shows that January-February 2018. The offline retail sales of water purification equipment decreased by 13.5% year-on-year, and the retail sales decreased by 5.3% year-on-year. In terms of product types, pure water machines continued to expand, and the share of pure water machine retail sales exceeded 80%, reaching 80.7%. At the same time, the sales volume of pure water machine increased by 2.5% year-on-year due to product upgrade.
Third, the average price of online and offline is obviously improved.
Driven by consumption upgrades, the average price of online and offline water purification equipment increased significantly. The average online price increased by 40.9% year-on-year to 1,147 yuan, and the average price of offline products increased by 10.3% year-on-year to 3,792 yuan.
In 2018, under the impetus of technological innovation and product upgrading of water purification enterprises, the water purification market will continue to maintain medium and high-speed growth.
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