In 2018, for the water purifier industry in the barbaric growth period, it is destined to be a year of change. The first mandatory standard in the water purification industry, “Restriction of water efficiency and water efficiency rating of reverse osmosis water purifier†(hereinafter referred to as “new national standardâ€) has been released recently and will be officially implemented in 2018. Relevant experts said that the release of the new national standard means that the state will impose restrictions on the standardized production of the water purification market, which will force the innovation of water purification technology, and will accelerate the reshuffle of the industry in the next 2-3 years.
New standard landing
The new national standard issued by the General Administration of Quality Supervision, Inspection and Quarantine and the National Standards Committee will implement the most stringent water resources management system and draw a red line that strictly controls water efficiency. It will be implemented in November 2018.
According to reports, the standard stipulates the detection and calculation method of water efficiency on the one hand, and divides the water efficiency into 5 levels on the other hand, and sets the red line of the net water production rate. The 5th level is the water efficiency limit value of 35%. . By setting the water efficiency limit value, at least 30% of high-water-consuming products will be eliminated, and the annual water-saving amount will be estimated to exceed 100 million cubic meters.
According to the survey, the average efficiency of the water purifier is less than 20%. It is expected that the standard will double by an average of 40% or more. At the same time, the standard set water-saving value will lead the industry to improve water efficiency. The water efficiency standard of reverse osmosis water purifier is 25%, that is, the water saving evaluation value is 55%. As an advanced indicator for leading high-efficiency water-saving products, enterprises will be encouraged to improve technology and achieve higher water efficiency by improving the overall quality of products.
After the implementation of the new national standard, RO reverse osmosis water purifiers with a net water production rate of less than 35% can be regarded as unqualified products. The new national standard will eliminate those high water consumption by setting the water efficiency limit value. Inferior products.
In addition, in the new version of the Standardization Law approved by the Standing Committee of the National People's Congress on November 4 last year, the name of the mandatory and recommended standard number was explicitly required to be implemented by the company. This law will be implemented after January 1, 2018. It plays a powerful role in promoting the implementation of national standards. According to Lu Jianguo, deputy chief engineer of the China Household Electrical Appliances Research Institute, the Standardization Law is also a protection for enterprises. There are many uncertainties in the spot checks.
In fact, as early as August 1, 2014, the "Household and similar drinking water treatment core" and "Household and similar drinking water treatment equipment" were officially implemented, but these two national standards are due to their non-mandatory attributes. It has not received the attention of water purification related enterprises and has not played a role in substantially purifying the market.
Chaos
According to the "2018-2023 China Water Purifier Market Prospects and Investment Opportunities Research Report" released by the China Business Research Institute, the water purifier market in China reached 27.1 billion yuan in 2017, a year-on-year increase of 33.2%. The scale of water sales will exceed 33 billion yuan. The fiery market performance has made many companies look at the huge potential of the water purification sector and have entered the market. According to incomplete statistics, China's water purifier brand has reached 5,600. Among them, there are many years of quality supply in the field of deep cultivation and water purification, there are rushing upstream and downstream and foreign-funded enterprises, as well as workshop-style SMEs.
The Beijing Business Daily reporter searched for the word "water purifier" on Jingdong Mall, and there were more than 7,400 pieces of product information. In addition to the big brands such as Gion, Midea and Haier, there are many miscellaneous products that have not been seen before; On Taobao, there are nearly 5,000 pieces of water purification product information, ranging in price from a few hundred yuan to several tens of thousands.
Industry observer Hong Shibin pointed out that before the introduction of the new national standard, the water purifier industry has been in a state of “savage growthâ€. The products are mixed, the brand is chaotic, the market environment is chaotic, and there are many false publicity, which not only affects consumers’ purchase, but also makes consumption. People have questioned the water purifier products, which is not conducive to the development of the industry, but also to the interests of consumers.
"For example, for the RO reverse osmosis water purifier, the more prominent problem is the 'waste water ratio'. Many merchants deliberately conceal the waste water than this indicator, causing serious information unequal between the merchant and the consumer." Hong Shibin said.
It is understood that nearly 40% of the domestic reverse osmosis water purifiers on the market have a net water production rate of less than 20%, which means that 1 ton of pure water will be discharged, and 4 tons of waste water will be discharged. However, it is too late to talk about it, even falsifying and claiming low wastewater, and it is too late for consumers to find the problem after buying the product home.
In addition, the overall penetration rate of household water purifiers in China is less than 5%, and the almost blank rural market has frequently reported the sale of water purifiers. The purpose of clean water was originally to restore the polluted water quality, but the current water purification market is tempting consumers with the effects of “beauty†and “anti-cancerâ€.
According to reports, some people in the industry broke the news, a two or three thousand yuan water purifier, opened and found: the accessories for the ex-factory price of a 1.8 yuan melt-blown filter, a 3 yuan compressed activated carbon filter, and two No more than 3.5 yuan of granular activated carbon filter, and a 60 yuan RO membrane. In addition to the low-end accessories, some merchants do not have a “Sanitary License for Drinking Water Safety Productsâ€.
Insiders pointed out that these chaos led to consumers' lack of confidence in the market and more seriously hindered the healthy development of the industry. The reason for this is that the root cause of the chaos is that the national compulsory standards were missing and the industry entry threshold was low.
Reshuffle
In addition to the above problems, the water purifier industry still has serious problems of product homogenization.
Guo Weide, vice president of Aowei Cloud Network, said at the 2017 China Water Purification Industry Development Summit Forum that the homogenization of products will bring many problems, such as the inability to meet the "quality" and "personalization" needs of consumers, and the focus on technology. Innovative companies lose their technology dividends, causing more and more companies to follow suit and copy the imitation. In the end, they can only compete for the market by price wars.
The official implementation of the new national standard will further rectify the water purification industry and lead a new round of technological upgrading. Wu Chunyong, CEO of Convergence Network, pointed out: "The domestic water purification products are welcoming the period of industrial innovation. The introduction of the new national standard will force the upgrading of the water purification industry. The high-tech and high-quality water purification products will be more recognized by the market. The water purification brand without core technology will gradually be abandoned."
He believes that with the gradual maturity of the water purification industry and consumer awareness of water purification products, the water purification industry will face a new situation of product iteration and product popularization. Therefore, water purification enterprises need to break the inertia thinking, constantly strengthen brand building, optimize channel structure, and promote products in a three-dimensional manner. Based on core technologies and grasp core formations, they will stand out from the competitive white water purification market.
Wen Weiping, chairman and president of Aoweiyun.com, said that China's water purification industry is in the early stage of growth. The high-environment ceiling of the water purification industry is high, and the potential for future development is great.
In this regard, industry analysts, the development prospects of the home appliance market will focus on the third- and fourth-tier cities in the next decade. The main factor comes from the continuous increase of urban operating costs, which limits the development of the urban home appliance market to some extent. The new energy-saving product water purifier with high national energy-saving subsidies is the best evidence for the hot sales in the home appliance market in the third- and fourth-tier cities.
He also said: "Because of the high housing prices and limited use of the first-tier cities in China, many consumers have certain concerns when purchasing water purifier products. The main reason is that the water purifiers occupy a relatively large area. For the third- and fourth-tier cities, the relatively low price and the relatively loose use of the area have become the reasons why the water purifier is popular."
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