In the first half of 2023, the water purifier market recovery momentum is strong, and offline online sales ushered in a boom

前言

In the first half of 2023, the offline water purifier market recovered rapidly, injecting vitality into the entire water purifier market。However, the early performance of the online market in the first half of the year was relatively flat, until the 618 promotion period, the sales of water purifiers in the online market ushered in a boom。Data from AVC show that in the first half of 2023, China's retail sales of water purifiers reached 9 billion yuan, an increase of 8%, and the sales volume was 3.65 million units, an increase of 7%。At the same time, sales of end net water dispensers and water dispensers also performed well。With the upgrading of product structure, in the first half of 2023, the retail sales of net water dispensers reached 1.2 billion yuan, an increase of 24% year-on-year;Retail sales of drinking fountains were 2.4 billion yuan, up 5% year-on-year。In general, whether it is the water purifier, the end water dispenser or the water dispenser, it has handed over a satisfactory answer in the first half of this year。

2023 End water purification market summary

In terms of sales channel distribution, data from AVC show that online sales channels have increased their share in the water purifier market, and sales of end water dispensers and water dispensers online have also played a key role。At the same time, the overall recovery momentum of the offline market is strong, and the sales growth of water purifiers and end net drinking fountains in the sinking market is also very rapid。According to AVC's monitoring data, both retail sales in the sinking market have maintained growth of 10% and 14%, respectively。In addition, from the point of view of online sales, the market share of Tiktok e-commerce in the three categories of water purifier, end net drinking water dispenser and water dispenser is 6%, 24% and 9%, respectively, of which in the sales of end net drinking water dispenser, Tiktok e-commerce has a higher share。Therefore, Tiktok e-commerce has become a big tool for some brands to enter the market。

In terms of price distribution, the end-water purification equipment market performance of each sales channel has its own characteristics。In the water purifier market, online prices are mainly concentrated in the price segment of 1500-3000 yuan, and the large flux of 1000G+ products has driven the share of this price segment to rise;The products in the 3500+ price segment have promoted the share of net heat integrated products。In the offline market, the trend of high-end is obvious, the share of 6000+ price segment has increased, and intelligent connection, long-term filter, mineralization, heating and other functions have become the advantages of high-end products。In the end of the net water dispensers market, the share of online 3000-4000 yuan has increased sharply, mainly due to the integration of new features and the layout of the head brand;The share of 7000+ yuan offline is growing rapidly, and the contribution of embedded products is greater。

In terms of brand pattern, in the water purifier market, online large flux, net heat integrated products continue to sell well, the number of brands is increasing, and the concentration of online head brands is declining;Some offline brands follow the product trend, launch new products, and take advantage of the recovery to increase market share, resulting in a decrease in the concentration of offline head brands。At the end of the clean water dispenser market，Online head brand launched functional composite products welcomed by consumers，Offline through the upgrading of product structure to further enhance the concentration;And in the water fountain market，The change of online product structure makes the share of online leading brands more concentrated，The offline new brand has a certain impact on the head brand，The share change of the overall head brand is more obvious。