2018 water purifier market vane: product up channel down

Authoritative forecasts show that in 2018, the total size of China's water purification market will reach 32.9 billion yuan. Then, behind the continued growth of the market, what key points will the water purification market support? For this issue, some industry observers said that product upgrades + channel sinking + new retail will become a new dividend in the 2018 water purification market.

From practical to enjoy product upgrades on the road

Water resources are the basic conditions for social development. Water environment and water security are of great significance to the sustainable development of society and the quality of life. Since the beginning of the self-purification water industry, the water purification products have assumed the role of such a simple “water quality protector”. “Practical” can be said to be the only attribute of its early stage.

Just as the society has experienced the stage of “satisfaction” and “small well-being”, the water demand of Chinese residents has experienced a rise from “practical” to “quality”. This is reflected in the fact that water purification products pay more attention to design and continuously improve humanized characteristics.

Consumer demand is a dynamic process, and product upgrades are the same. In the period when the technology circle is frequent and the “future” technology is on the ground, the water purification products are iteratively accelerated. China's water purification companies are facing more stringent challenges than ever before, and they must continue to provide consumers with the pace of the times. At the same time, we must also exercise restraint, focus on the water purification function of the products, grasp every demand scene of the prospective consumers, and prescribe the right medicine.

Channels continue to sink in the third- and fourth-tier markets

It can be said that first- and second-tier cities always play the role of life philosophy, consumption concept, and health concept leader. Therefore, water purification products first opened up the situation in first- and second-tier cities. In the modern society with developed information, the concept of clean water consumption has already begun to be cultivated and spread in the third- and fourth-tier cities.

In terms of channel scale, the demand for clean water in the primary and secondary markets has become saturated and the growth rate has slowed down; while the third- and fourth-tier markets are in the ascendant, the county-level market in Qianqian County can be described as a new blue ocean, which is very promising for water purification enterprises. The reporter learned from the relevant people of China's famous water purification brand, Liyuan, that in the next 2018, Gion will deepen the layout of the third and fourth grades and the rural market.

For the entire offline channel, physical experience + sales make it a core position for many water purification companies. Gion will also further strengthen the existing advantages of offline channels, optimize investment, and provide key support. It is reported that the park has already carried out the image upgrade project of the offline store. The upgraded store will provide consumers with a living and scene-like water purification experience.

New model, new exploration of new retail new attempts

2017 is the first year of “new retail”, and all walks of life are beginning to make efforts in this area. Obviously, through online and offline integration, vendors are about to seize new growth points.

Some studies have suggested that consumers make wireless and offline distinctions when making purchasing decisions; “revenue” and “experience” fragment the consumer’s purchase behavior, as well as in the water purification sector. Through the unification of online and offline channels, consumers can get the best consumer experience.

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