In the traditional promotion period, the 51 promotion period has always been a relatively important node, and it can boost the sales of home appliances. In the 51 promotion period this year, the node produced a certain pulling effect on the water purifier and purifier market.
According to AVC's three-week monitoring data for 15-17 weeks (4.9-4.29) in 2018, the retail sales of the water purifier online market increased by 59.2% year-on-year, and the retail sales volume increased by 52.1% year-on-year. Retail sales in the offline market The amount of sales increased by 20.0% year-on-year, retail sales increased by 14.6% year-on-year; retail sales of purifiers online market increased by -5.4%, retail sales increased by 8.0%, retail sales in offline markets increased by -25.8%, retail sales increased by -29.6. %.
From the data point of view, the water purifier market has maintained a significant growth trend, but the purifier market has continued to shrink; and from the market structure, the water purifier online and offline markets are in a structural adjustment state, to the high-end development; The purifier is affected by the cost of promotion, the offline market continues to decline, and the online market clears inventory.
Due to the general trend of urbanization, coupled with the integration of online and offline markets, the demand for kitchen appliances in the third and fourth-tier markets continues to increase. At the same time, some manufacturers are encouraged to enter the third and fourth-tier markets for promotion. In the promotion period of May Day, many water purifier manufacturers used the sales promotion methods collaborated with kitchen appliances to increase the market share of the kitchen and bathroom integrated brand water purifiers in the offline market. If we look at the product price segment, we can find that the middle and low-end water purifiers with a price of 1000-3000 yuan account for 63.6% of the sales volume, which is the mainstream product in the market, and the products with a price of 3000-6000 yuan are the same period in 2017. It increased by 2.7 percentage points to 23.9%. It is worth noting that the high-throughput water purifier with a capacity of 201-400L has increased by 12.0% over the same period of last year, and the sales volume has reached 33.4%. With all signs on the surface, the water purifier market has seen a shift towards high-end.
In the purifier market, due to the impact of air governance, there has been a tendency to go low. In the online market, the TOP5 brand is still strong, growing by 15.6 percentage points over the same period, and the brand concentration reaches 55.3%, which also makes the market competition more fierce. From the price segment distribution, it can be seen that the online market and the offline market have a polarization trend: the offline market, the mid-range products (prices of 3000-6000 yuan) are more popular, while the online market, the share is more Move towards low-end products (prices of 1500-2500 yuan), and the average price on the line decreased by 12.4% year-on-year. On the whole, the purifier market is more affected by the big environment, and the strength brands are becoming more prominent.
Some insiders believe that the water purifier and purifier market has entered the stage of transition to high-end market, so it is discovering obvious changes: the water purifier market is relatively mature, so the market performance is also quite good; and the purifier The market is gradually returning to rational consumption, pulling the direction of popularization back to rational consumption, and it is expected that this deeper correction period may last for one to two years. In addition, although the three-day pull effect on the market was not obvious, the theme promotion program centered on "4.18" "51" and "Mother's Day" resulted in a prolonged May 1 promotion cycle, which injects into the market. Stronger vitality is also an important reason for the growth of the double-net market during May 1st.
Rf Duplexer,Coaxial Duplexer,Microwave Duplexer,Diplexer And Duplexer
Chengdu Zysen Technology Co., Ltd. , https://www.zysenmw.com