Small and medium-sized water purification company's "breakout" road

In the face of severe homogeneity, lack of diversity, and innovative water purification products in the market, many SMEs have chosen to create differentiated products to enter the water purification market and create “explosive funds” in certain subdivided areas in order to seek more. High growth.

Today's water purification market, the pattern is generally apparent, AO Smith, Gion, Angel, Midea, Kaieng and other home appliance giants occupy a clear advantage. In the face of fierce market competition, how SMEs or brands that have just entered the field of clean water, how to break through to become the top issue.

In the face of severe homogeneity, lack of diversity, and innovative water purification products in the market, many SMEs have chosen to create differentiated products to enter the water purification market, creating “explosive funds” in a certain subdivided area and seeking higher prices. growth of. At the same time, giants in the field of water appliances will also create new products and complete product lines as an important part of their own brand strategy.

More than just a "net drink," but also water for living

Water purification products have long been recognized by consumers and even become essential appliances. With the improvement of people's quality of life, water purification products are no longer limited to purifying drinking water, washing vegetables and fruits, bathing baths, beauty whitening and other products that deal with domestic water emerge.

At the Environmental Appliances Pavilion of AWE2016 China Home Appliances & Consumer Electronics Expo, Ningbo Hives Smart Technology Co., Ltd. brought a product that improves the daily safety and quality improvement of domestic water (non-drinking), and obtained a lot of clean water brand companies and Dealer's attention. According to He Shaojie, general manager of Heves, Heves focused on physical purification technology, micro and nano bubble water, pet medical and cleaning SPA, health beauty, personal care and other subdivided applications. "At present, it is mainly based on technical output and commissioned research. It has rich experiences in the related industry reserve solutions, modular product development, and matching brand company's existing integrated solution for kitchen and toilet, and is also waiting for the traditional kitchen and toilet, net. Water, cabinets, and home appliances are the top benchmark brands.” He Shaojie said, “In 2015, Heves launched the industry-specific kitchen cooking menu and other products, which are mainly exported to Japan and the United States; 2012 to date, Yuebo series of face-washing devices, SPA artifacts, etc. We are firmly positioned to lead the Japanese market.” According to He Shaojie, Haiweisi is expected to launch a new “kitchen and kitchen integration” in the second half of 2016, which will be applicable to household washing, washing, bathing and water use. It is expected that demand will exceed 100,000 units next year.

After the debut of the bafi facial cleanser for female consumers' skin problems presented by AWE 2016, it attracted many female fans. According to the on-site staff, the product uses ion exchange technology. The filter element contains a weak acid resin. Besides reducing the hardness of the water, the pH of the effluent can be adjusted to 4.5 to 6.5 to provide a healthy pH environment for the skin. According to Zheng Zhenzheng, research and development director of the domestic drinking water product department of Midea Water & Power Products Division, in 2016, Midea will use its own technological advantages to launch differentiated products and bring better experiences to consumers, thereby stabilizing and expanding the market share of the United States. The water softener is one of the results of the product differentiation of the United States. It is reported that soft water has superior detergency, removes dirt from the pores, brightens skin tone, and delays skin aging. It insists on using weak acidic soft water to cleanse the face, which can improve skin barrier function and maintain the skin's natural moisturizing effect.

Create special products for special people

Tailor-made for consumers, in line with their own, family and other needs of the water purification products are also the focus of the company's attention. Tang Peng, deputy secretary-general of the National Aquatic Products Industry Management Association's Water Purification Industry Branch, said that the water purification products are mainly differentiated in categories, such as prefilters, kitchen water purifiers, energy machines, and drinking fountains. And soft water machines. Among them, there are whole house purification and central purification water treatment systems for large villas, as well as water purification products for special groups such as mothers and babies, and water treatment products for different environments such as renting and offices.

For those living in large villas, the selection of whole house purification systems is not uncommon. Zhong Yulong, executive deputy general manager of Shanghai Pengtai Water Treatment Equipment Co., Ltd., said that for the clean water segmentation market, the strategy for opening energy is to “do deep and widen first”. Zhong Yulong stated that the whole house purification system is a core product that the Kaineng Group prides itself on. The development and brand promotion of the technology in this technology enables many consumers to come up with a water purification system for the whole house and they can think of energy.

In addition to Tyrant’s choices, such as newly-graduated young people, start-up companies, and renters, there are also products that suit them. Regardless of the recent crowdfunding “55°+ELKAY (USA Aiken)” water purification machine, or the US M2 water purifier, as a desktop-type water purification product, the installation is simple and can replace the old water dispenser. Become the choice of many young people. According to Yung Yung-cheng, head of the M2 project of the United States, this water dispenser subverts the problem of large size, installation and immovability of traditional water purifiers. Due to its innovative design, it completely breaks the installation restrictions and allows it to get out of the kitchen and even When you go out and go out and travel, you can use it. It is best for young people who are currently advocating freedom.

Experts in the industry said that for consumers with low housing conditions, they are really willing to purchase this kind of multifunctional appliances, which can not only ease the conflict between residential space and household appliances, but also meet the demand for quality of life. A product that solves several kinds of life problems is exactly what consumers want.

It is worth noting that, after in-depth exploration of the water purification market and Dongfeng Irrigation of the second-child policy, the United States has targeted the mother-to-baby water purification market with huge potential, and has developed a high-end water purification product G600 specifically for the maternal and infant market. Maternal and child series of water purification products. It is worth noting that the G600 does not use the mainstream reverse osmosis technology currently available in the market. It is understood that through cooperation with U.S. GE, U.S. nanofiltration technology has passed “selective” filtration, rejecting harmful substances such as heavy metals and antibiotics, and has retained beneficial ions and trace elements for the human body, allowing the filtered water quality to be improved. "health". This is one of the three technologies that Zheng Zhenzheng mentioned to the United States to focus its efforts. In 2016, Midea will launch new products around water-saving technologies, high-throughput technologies and nanofiltration filtration technologies. He said that the United States has a relatively rich line of pure water products, which accounted for 75% of pure water production and sales volume, 10% of ultrafiltration machines, and exports of microfiltration products, mainly 5%; water softeners + commercial equipment + pipeline machines. A total of 10%.

Companies have expanded their product lines

Judging from the current layout of water purifiers, the competition between different technologies and different categories has become less important, and launching products that meet the needs of users is the key. It is understood that in the past, companies such as 3M and U.S. Equus focused on production and sales of soft water dispensers have introduced water purifiers using reverse osmosis technology to expand their product lines.

At the same time, net taps and net kettles are also popular subdivisions in the clean water market. There are both traditional home appliance giants' improvement of product lines and attempts by subdivided category leaders to expand their product lines. BRITA has been the leader in the net jug field. Recently, it launched the electro-filtered jug and began to gradually improve the product category. The smart net faucets launched by well-known home appliance companies such as Haier, Gengyuan, Jiuyang, and Sun Rain have generally sold around 10,000 units in Jingdong Mall, and are well received by users. It is reported that in addition to filtering impurities and odors in water, this type of product also has an ultrafiltration function that can filter metal ions in water.

In the water purification market with so many brands and competitive pressure, expanding product lines and introducing more subdivided products have become the choice of many companies. Yu Feng, general manager of Philips Royal Water Electric Appliance Business Center of the Netherlands, said that for Philips, the previous business mainly focused on e-commerce channels, so the main products are mainly net kettles, faucet filters, and desktop water purifiers. In 2009, Philips officially launched products for water purification equipment, including pre-filters, RO water purifiers, ultrafiltration machines, and central water purifiers and central water softeners. It can be said that at present, there are clean water products in the market and Philips' clean water has already involved.