Shulou(Shulou.com)11/24 Report--

With the continuous improvement of user demand and sales, steady growth and sustained recovery has become the key words of the water purifier market in 2023. Recently, JD.com Home Appliances held a 2023 JD.com Water purification Industry Conference in Beijing to discuss the development trend of the industry with water purification brands and industry experts.

At the meeting, JD.com Home Appliances also announced the establishment of "JD.com Water purification Service Alliance" with many water purification brands, such as Midea, Xiaomi, Haier, Qinyuan, Smith, Angel, Philips, Yi Kaide, Yunmi, Jiuyang, 352. jointly provide consumers with five-year free replacement and delivery and disassembly services and other upgrading service measures, further build a more comprehensive water purification scene and improve the ecological model Promote the high-quality and rapid development of the water purification market.

New trends, new products and new services water purification market is growing steadily and can be expected in the future

At the meeting, Bai Xuetao, a doctor, researcher, and doctor from the Institute of Environment of the Chinese Center for Disease Control and Prevention, said that 80% of diseases, including cardiovascular diseases, stones, liver cancer, gastric cancer, and intestinal infectious diseases, were related to drinking water pollution. Because of this, today, when we pay more attention to the health and safety of drinking water, the important role of water purifier in improving water quality and ensuring health has been paid more and more attention by the general public, and water purification equipment has become a rigid demand electrical appliance in the kitchen.

Bai Xuetao, Ph.D., researcher and doctoral director, Institute of Environment, Chinese Center for Disease Control and Prevention

At the same time, Li Ning, clinical dietitian and associate professor of the Nutrition Department of Peking Union Medical College Hospital, also said in his speech that when choosing drinking water, it is necessary to focus on minerals, trace elements, nutrients and palatability on the premise of ensuring hygiene and safety, and on the basis of personal physique and health, and the problem of scale can not be ignored.

Li Ning, Clinical dietitian and Associate Professor of Nutrition Department of Peking Union Medical College Hospital

In fact, with the improvement of the permeability of water purification equipment, in 2023, the water purification industry showed a trend of obvious iteration of product flux, rising heat of heating water purifier, feature-rich integration and upgrading, continuous efforts in the sinking market, middle and high-end brand reshaping, and so on. The water purification market has entered a new cycle. According to AVC, retail sales of water purifiers in the first half of this year were 9 billion yuan, up 8% from the same period last year; retail sales were 3.65 million, up 7% from the same period last year, and market sales for the whole of 2023 are expected to increase significantly compared with the same period last year.

In the new market environment and background, the water purification industry has also ushered in a new trend of development. In terms of channels, online channel sales continue to grow, the scale of the middle and high-end market continues to expand; the pace of offline recovery is accelerated, but the phenomenon of polarization is serious, and the low-end and high-end market share increases rapidly at the same time. At the same time, the sinking market shows great consumption potential, grasping users' pain points and concerns, using trade-in services and new functional products for heating water purification to open the market has become the key to the rapid growth of brand manufacturers. Tian Yali, general manager of Oviyun Environmental Health Appliance Division, believes that with the fragmentation of retail channels, JD.com has become the main force of scale channels, and its actions will determine the overall situation of the water purification market.

Tian Yali, General Manager of Environmental Health Electrical Appliances Division of Oviyun Network

In terms of products, because the heating function can meet the needs of users in all directions, the net heat integrated market will also usher in rapid growth; at the same time, thanks to the continuous upgrading of scene positioning, embedded drinking water products with interactive, integrated and integrated attributes are favored by consumers and will become the mainstream trend of water purifier development. Consumers' attention to health function is also escalating, and the permeability of products with mineralization function continues to increase. In addition, better product power, energy saving, environmental protection and intelligence have become the main direction of product iterative upgrade.

As an important part of consumer experience, service quality is also highly concerned by the water purification industry. Tian Yali, general manager of Oviyun Environmental Health Appliance Division, said that the service barriers in the home appliance industry are getting higher and higher, and the water purifier market is no exception. JD.com, who is well-known in the service field, will jointly create efficient retail with service advantages and brands, and China's clean water market will be expected in the future.

It is worth mentioning that in the round table forum, many industry experts and brand executives collide and communicate from different perspectives to explore the future development direction of the water purification industry. Participants agreed that with the rapid improvement of public awareness of water safety, consumers need higher quality products and services, and the clean water market is about to usher in a new round of rapid development. In the face of new opportunities, both brands and channel vendors need to take the initiative to gain insight into user needs and market trends and seize new market share.

Speakers of the round table forum

Service upgrading, scene building, ecological construction JD.com promotes the water purification industry to open a new chapter

As a connector between the supply side and the consumer side of the water purification industry, JD.com has always been committed to bringing low-cost good things to consumers and transmitting a healthy lifestyle. At the meeting, the relevant person in charge of JD.com Home Appliances and Household Appliances Business Department said that with the strengthening of the concept of health, users' demand for clean water continued to release, and the growth momentum of JD.com 's clean aquatic products was higher than that of online channels and even the entire industry. Statistics show that from January to September 2023, JD.com 's water purification sales increased by more than 20% compared with the same period last year.

For the continuous growth of the market scale of rapid water purifiers, JD.com home appliances will join hands with brand manufacturers to focus on services, scenes and ecology, so as to attract more consumers to buy clean aquatic products. In the service dimension, people are plagued by pain points such as short life of the filter element, high price and decreasing water output after long-term use, so that the replacement price of the filter element has become the main consideration for consumers to buy water purifiers. In this regard, JD.com will break the situation with high-quality service, with mainstream water purification brands such as Midea, Haier, Qinyuan, Smith, Angel, Philips, Jiuyang, Yikai, Honeywell, Supor, Yunmi, COLMO, and Yikou to establish "JD.com Water purification Service Alliance" to jointly launch free renewal services for five years, greatly reducing users' use and maintenance costs and enhancing use experience.

At the same time, JD.com will also provide consumers with integrated delivery, assembly and disassembly services. Relevant data show that consumers' demand for trade-in has become an important driving force for the growth of water purification products, while preferential subsidies and convenient installation are the core demands of consumers. Starting from the actual needs of users, for the trade-in users, JD.com will provide 0 yuan to dismantle the machine, free of charge. At the same time, there is no need to make an appointment, old machine disassembly, recycling and new machine installation are in place in one step, reducing the number of door-to-door visits, shortening the efficiency of door-to-door visits, and properly dealing with old machines, so as to save worry, effort, time and money. Including easy to open, Ox, Yunmi, 352, Panasonic Panasonic, Pentl PENTAER, IAM and other brands will become the first to provide integrated delivery and disassembly service brands, there will be more brands to join this category.

In the scene dimension, according to the trend that the demand for clean water has extended horizontally from drinking water to domestic water, JD.com will build a house-wide water purification shop to provide consumers with a full set of water purification solutions; the life scene will revolve around renting, mother and baby, tea, etc., to meet consumers' demands for health; in the sinking scene, JD.com opens offline high-quality JD.com home appliance stores and smart kitchen stores to help brands expand the sinking market. In addition, JD.com will also join hands with brands and designers to carry out the installation and transformation project of the water softener.

In terms of ecological construction, with the upgrading of services and improvement of the scene, JD.com will work with more brand manufacturers to build a new water purification ecology with shared resources and win-win results, including the comprehensive introduction of whole house water purification and soft water brands / merchants, setting entry barriers, waiving the basic commission for new entrants in the fourth quarter, etc., to accelerate the sustained recovery and steady growth of the water purifier market.

The person in charge of JD.com 's home appliances and household appliances business department said that JD.com is committed to providing consumers with better products and shopping experience, and according to consumers' real needs and pain points, work with all parties in the industry to promote the trend of high-end, intelligent and healthy clean aquatic products. This time, it has formed a "JD.com Water purification Service Alliance" with many brand manufacturers, and launched upgrading service measures such as free renewal and disassembly and disassembly services for five years, which not only brings more benefits and convenience to consumers, but also helps brands enhance their core competitiveness. this may become a new benchmark for innovative services in the water purification industry.

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