How can the clean water market turn around and save the market?
By the end of 2019, the whole of China has entered the winter, and the Chinese household water purifier market has also entered the winter.
In this market that has maintained rapid growth for many years, its development momentum has turned around in the second half of 2019. What causes water purifiers to lose their favor? Can the depressed market be reversed?
There are many factors causing the downturn in the water purification market, but there is only one core
Since domestic water purification products began to appear in the Chinese market, the water purification industry has been in a state of rapid growth for years. In 2015, the sales growth rate of the domestic water purification market was close to the peak of 50%. Since then, the overall scale of China's water purification market has continued to grow, but the growth rate has gradually decreased. According to the latest statistics from Aoweiyun.com, China ’s water purifier market size was 24.05 billion yuan in January-October 2019, a year-on-year decline of 1.9%. Following this momentum, the growth rate of the purified water market in 2019 will decline by nearly 15% from the 10% cliff in 2018.
The cold winter of China's water purification market has come, but many practitioners in the water purification industry are uncomfortable-it is expected that the market is currently in its infancy.
Regarding the reasons for the cold winter in the water purification market, people in the industry have several judgments: First, the limited real estate market affects the increase in the home improvement industry; second, the poor economic environment affects consumer spending; third, the industry in the past few years Low-level sales models such as barbaric growth and concession sales have affected the healthy development of the industry; Fourth, overdraft consumption has grown at a rapid rate in the past few years, and the penetration rate has reached a bottleneck; Fifth, China's water quality has improved, affecting consumption enthusiasm. There are technical flaws that have not been resolved.
In fact, the first five of the above factors are not the biggest problems in the decline of the water purification market. The new demand in the real estate market is not the largest proportion of sales in the water purification industry. Several e-commerce promotions at the end of the year have fully proved that the energy of consumer spending is still huge, and the barbaric sales model of concession sales is gradually exiting. China ’s water quality improvement progress Very limited. At the level of penetration, after incomplete statistics, the penetration rate of domestic water purifiers in China is still less than 20%, which is far from reaching the bottleneck compared with the penetration rate of more than 80% in developed countries such as the United States.
The technical flaws in domestic water purifiers may be the core pain points that affect consumers' willingness to buy.
At present, in the domestic water purification market in China, RO membrane reverse osmosis pure water machine sales account for more than 80%. The mainstream enterprises of pure water purifiers claim that the biggest problem facing China is not to improve taste, but to industrial pollution such as heavy metals. But the fact is that the pure water filtered by reverse osmosis technology does not contain any minerals. Such drinking water is not healthy. The WHO's "Nutrition of Drinking Water" states that purified water is unstable, and the materials it contacts are more erosive, and it is easier to release heavy metals and other substances in containers and ingredients into the water. At the same time, pure water has a direct impact on the body's metabolism and mineral balance or other physical functions, which will lead to insufficient intake of minerals in the Chinese diet, which is also not conducive to the discharge of heavy metals in the human body. At present, niche products in the market, such as nanofiltration machines and ultrafiltration machines, can retain minerals, but they cannot filter all heavy metals.
Therefore, after the explosive growth of the water purification industry in the past few years, the core water quality problem has become more and more obvious, which has blocked consumers' enthusiasm for further purchase of water purifiers.
The market calls for selective filtration: efficient filtering of heavy metals, retaining beneficial minerals
In August this year, Fang Tai unexpectedly released a solution for the core pain point of the water purification industry-a water purifier equipped with "NSP membrane chromatography dual-effect water purification technology" at the annual conference. The release of the Fangtai water purifier immediately caused the industry to shake, because this water purification technology announced that it can achieve the "purification of heavy metals efficiently, retain beneficial minerals" water purification effect.
During the development period of water purifiers from 2011 to 2015, the industry was curious about Fang Tai's long-term absence in the field of water purifiers. In fact, as early as 2012, Fang Tai invested in the research and development of water purification technology. After 8 years of hard research and development, investigations in 25 typical water quality cities across the country, and 10,000 experimental verification tests, Fang Tai's "NSP membrane chromatography dual-effect water purification technology" passed the academician Gao Congzhen, a well-known expert in the field of membrane separation technology, China Membrane Industry Association, drinking water safety experts, water nutrition experts and other 5 top experts from the field of water purification review and acceptance.
In August this year, this household water purifier that can efficiently remove heavy metals and retain beneficial minerals was finally unveiled. Through the application of "NSP membrane chromatography dual-effect water purification technology", Fangtai Water Purification Co., Ltd. will selectively filter drinking water to achieve the perfect result of heavy metal filtration rate> 99% and beneficial mineral retention rate of 100%-completely overturned Technical cognition of China's water purification market.
In addition, the Fangtai water purifier also has a high-end technical configuration such as a full-path net flow bacteriostatic system (nano-inorganic zinc bacteriostatic water channel + UV end sterilization + filter self-cleaning), active leakage prevention, large flux, and quiet.
The emergence of disruptive products has shaken the entire water purification market. Although Fang Tai's product is expensive, it has been in short supply since it was launched in the fourth quarter of 2019. Mao Zhongqun said in the interview that Fangtai's water purification products will be further optimized and upgraded, but the current insufficient production capacity is a relatively large problem.
In fact, Fangtai water purifiers have a greater mission than meeting supply needs. From the initial stage of this technology research and development, Fang Tai has established a research and development determination on "technical breakthroughs": "from the consumer, to do things that others cannot or do not want to do." In the end, at the core technology level, the "NSP membrane chromatography dual-effect water purification technology" broke the situation where domestic water purification membranes mainly depended on imports; at the industrial upgrading level, this water purification technology changed the current domestic household drinking water purification to be pure The status quo of water.
Just like the previous subversive processes in the history of industrial development, Fangtai's water purification technology, which perfectly solves the pain points of the market, will surely guide the entire industry to upgrade to new technology routes, and it will also trigger technological changes in the water purification industry. Just as Fang Tai launched the sink dishwasher in 2015, it is expected to once again lead the industry to break through the market bottleneck and bring high-quality happy life to more people.
Editor-in-chief: Qiu Jiangyong