Overseas brands in the domestic market is currently dominated by the influence of Taiwan, the United States, South Korea's products, respectively, of which Taiwan enterprises and South Korean enterprises to provide products and the mainland's water environment and consumption habits are closer. At the same time, Taiwan and South Korea's industrialization process ahead of the domestic market for civil water treatment of the initial stage of development and domestic demand is basically similar to the stage due to the form of the product basically carries and continuation of the two places of the progress of the product model.
(At present, including Aiosmith and other companies also enter the terminal water treatment market through the OEM water softener project, and have access to more terminal water treatment product categories, but in the domestic market is still a lack of noteworthy behavior, we will not discuss for the time being, only to the following several targeted enterprises to explain.)
1) Korean enterprises
Korean products have been in the Asian consumer perception occupies a higher-end impression of the position, because of its quality is relatively excellent, but in the domestic sales share is very small, and its price is relatively high, the consumer group positioning high-end is one aspect, in addition to unfamiliar with the characteristics of the domestic market, cautious, and does not authorize the use of the mainland management staff has a The larger relationship. Currently into the domestic sales of Korean brands are mainly Kumazu (currently has acquired in the mainland market has a better performance of the World Korean company), most of the other South Koreans in China for the newly built brand or from the Korean-funded enterprises out of the manager to introduce some of the Korean product components of traders, such as Sta, new Han and other brands.
Seohan
(It has been acquired by Kumazu, Korea, but its pre-influence in the industry still has a relative continuity).
Tianjin Sehan Co., Ltd. is a company of water purification products and water treatment equipment established in China in August 1998 by Korea (Co.) Sehan (SAEHAN) Group. Its products cover a wide range of industries and fields, mainly including reverse osmosis membranes, RO drinking machines, textiles, digital technology imaging products, fiber film magnetic materials production.
Shihan came to China at the end of the last century to develop the market for drinking water products, but its main business field is not in the drinking water machine products but reverse osmosis membrane market expansion, through the development of its domestic reverse osmosis membrane components in recent years, the domestic market share in the steady growth in the domestic market position second only to Dow. Its direct drinking water products, it is based on its reverse osmosis membrane manufacturing advantages, in the domestic market to implement slowly, slow growth, annual sales hovering between ten and twenty million, the main business model using the city authorized exclusive agent distribution model, concentrated in the northern region of China. Channel structure is simple, in the traditional wholesale channels and modern access have appeared, most agents to group purchases, small direct drinking water projects and other direct sales model for the main sales methods, some agents have stores, most of its agents rely on the quality advantages, as well as high prices in the characteristics of the market in the special access to the market through the high-end of the direct mode of marketing, the lack of bright spots in the domestic market, there is no place to form the brand advantage, but still by virtue of the Good quality machine, reverse osmosis membrane manufacturing brand extension in the industry to win reputation.
However, in the middle of 2008, the world Han was the first brand of water treatment in South Korea - Kumazu acquisition, due to the acquisition of the Korean side of the domestic dealers to take a non-attention to the attitude, resulting in the original market system is falling apart, the prospects for cooperation is not optimistic.
Kumazu Coway
Established in 1989, Kumazu Coway
is the largest manufacturer and seller of drinking water products in South Korea, with more than 3 million consumer users in 2005, and the best brand of drinking water products in South Korea, occupying 60% of the market share in South Korea.
The company has a wide range of products, including water softeners, toilets and air filtration products, in addition to drinking water products. Its civil drinking water product models, and has a product design, mold development, product manufacturing, a perfect product development path, high degree of mechanization of product manufacturing, manufacturing process and management of advanced, so the product quality has been maintained at a high level, but the high price of the product is South Korea, Japan, and many other enterprises to imitate the object, also occupies a high position in the Japanese market.
While the Korean market performance, but the uniqueness of the mainland market, and not move to live easily, its first test in the mainland should be unsuccessful, after the merger with the World Korea, its development trend is also unclear, at present, many of the Kumamoto distribution agents are in a slump situation, the first brand of South Korea's enterprises, do not see how much of China's market share of the soup.
So, Kumazu in 2008 rumors and Haier **** the news of the construction of research institutes, from a certain level, should want to take advantage of Haier's domestic market, the realization of the expansion of its market in mainland China, while Haier should be hoping to cooperate with Kumazu, to achieve the mastery of the technical aspects, and then by virtue of its capital, channels and other strengths to cut into the industry.
2) Taiwan-funded
Entering the mainland's earliest straight drinking water products industry, the earliest group of enterprises, the earliest just follow the Taiwan enterprises to the mainland's commercial residential consumer population, as when the barrel of water in the form of the initial entry into the domestic market, but also due to the leading consumption of foreign-funded enterprises finally triggered the development of the domestic market of bottled water. Taiwan-funded direct drinking water products introduced into the domestic consumer sector, first created the first domestic manufacturing enterprises in the industry. Although Taiwan-funded enterprises to enter the domestic market earlier, but there has been no Taiwan-funded enterprises to grow into a leading brand, which is confined to Taiwan-funded enterprises in the narrow market positioning, as well as most of the enterprises to the OEM start lack of brand leading the market dominance of the bones, but also shows the weakness of the marketing ability.
Total Xin
Total Xin Enterprises (Taiwan) Co., Ltd. was founded in 1980, is the design and manufacture of reverse osmosis water purifier, ultrafiltration water purifier, ultra-pure water equipment for industrial use, laboratory water treatment equipment, such as small ultra-pure water machine specialized companies.
In 1995, we invested in Kunshan, Jiangsu Province, and established Kunshan General Xin Machinery Co. Drinking water products to reverse osmosis pure water technology, home under-the-cabinet water purifier is the mainstay of its product line, manufacturing technology content is not high, the core components are purchased, is the assembly of manufacturing enterprises excel, but has the advantage of reliable quality. At present, the total Xin in the mainland is mainly OEM-led, Kunshan factory production of small water purifier, water purifier, filter, more than 80% of export sales.
KEMFLO
Yetai was founded in Pingtung City, Taiwan in 1981, initially for the production of foreign brands of OEM plastic products, KEMFLO (KEMFLO) products, throughout Europe, the United States, Japan, Southeast Asia, Taiwan and mainland China.
YiTai has a factory in Nanjing, still continuing the route of OEM plastic products for famous brands in Taiwan. Konfluence as the overflow of direct drinking water products brand, marketing in the mainland, the product is mainly imported for the assembly of Taiwan, direct drinking machine products is only a minuscule part of its product line, the main mode of marketing is the factory direct wholesale sales, sales organization is simple, there is no special set up a marketing team, which is mainly positioned in the direct drinking water products, accessories, providers. It is worth mentioning is its plastic pressure barrel (precision moisture-resistant pressure-resistant storage barrel) and plastic pipe joints and other products. Yitai plastic pressure drum, as a major component of the water purifier, has a leading position in the Chinese market segmentation.
3) Europe and the United States
Everpure (Ai Huipu)
Ai Huipu by Mr. Oliver (Mr. c.b. oliver) was founded in 1933, is the world's largest and most professional water treatment manufacturers. AHP to the world's airlines and thousands of civilian passenger aircraft, beverage factories, marine shipbuilding industry, oil drilling industry, restaurant chains, convenience store chains, as well as home, office space to provide water purification equipment, the main services of the well-known customers, including McDonald's, 7-ELEVEN convenience stores, United Airlines, Disneyland, etc..
Its product line is clear and straightforward, and it adopts compact, high-performance composite cartridge technology to solve the industry's difficulties of complex waterways and difficult installation, and its products are overall well-designed with a high degree of security in terms of safety performance.
In the Chinese market has a good track record, especially in some regional markets, such as Jiangyin, a small county-level market annual sales will be able to reach about one million, indicating that AHP relies on the product strength of the advantages of the obvious, but in the overall market has not formed a unique leadership advantage, in 2004 by the United States, the largest water treatment business Pentair (Pentair) merger and acquisition, the uncertainty of the enhancement.
Culligan (can be filtered Kang)
Established in 1936, the U.S. veteran civil drinking water brand, in the U.S. domestic water treatment market has a high market awareness and share.
Culligan in the field of water treatment is an all-round development, its market positioning in the household market, according to the needs of domestic water treatment developed to contain pure water (reverse osmosis), water purification (ultrafiltration), soft water and other relatively comprehensive water treatment products, and then define the whole of the home life of the comfort and enjoyment, which extends to the air products, such as air freshener, etc., the model of the future of the Chinese This model will play a leading role in China's future market.
FilterCare's model in the Chinese market has fully embodied Culligan's purpose, home comfort systems, technical services, consulting and perfect product features Culligan can be said to have been very perfect.
ECOWATER (ECOWATER)
ECOWATER was founded in 1925 and applied for registration of the world's first water softener in 1925.
Ecou's product line is divided into two parts of the soft water and drinking water, of which water softening equipment belongs to the core business domain products, the market route in the field of water treatment is to give up the broad go to the specialized, it is their commitment to the development of intelligent electronic manipulation (intelligent multi-valve system) and a number of other technological innovations to effectively improve the efficiency of water treatment equipment, set up its position in the water softening products. Its direct drinking water products for families of different ages, the development of different series of products, such as for children, the elderly and other levels of user products.
2, domestic brands: emerging brands, traditional home appliance brands
Domestic enterprises only began to gradually intervene in the nineties, and in the guidance of overseas brands began to imitate the gradual come to the fore. Although there is a huge gap in technology, manufacturing, management, but the flexibility of the local combat as well as have the advantages of the domestic market labor costs and other advantages to the domestic brand to a huge space for survival and development, the development of the past few years in the production of leading has been able to see the momentum of their voice, but to develop in the long term and grow into a healthy advantage of the brand is often out of their reach.
1) emerging brands
Lisheng
Lisheng enterprise was founded in 1992, focusing on the development, production and promotion of the application of ultrafiltration membrane technology, is a set of scientific and technological research in water treatment, ultrafiltration equipment manufacturing, sales and service as one of the enterprises. In China's largest special economic zone - Hainan has built a large-scale ultrafiltration membrane production base. LISE products to ultrafiltration membrane and ultrafiltration membrane as the core of the manufacture of LISE water purification ultrafiltration machine as the core, in the family drinking water treatment, industrial water treatment, material concentration and purification and other aspects of a wide range of applications.
In the field of drinking water products, product line two major divisions position, one is the reverse osmosis technology on behalf of the water purifier, the other is the ultrafiltration technology on behalf of the water purifier, LISI enterprises in the domestic market at present is to ultrafiltration products as the image of the representative. The company's marketing headquarters in Shenzhen, home water treatment field is the earliest entry into the modern professional K / A channel products, in many cities in the domestic commercial department stores have its figure, in recent years is to enter the building materials, home appliances, department stores professional K / A stores.
But its structure of simple civilian products (unipolar ultrafiltration filtration), although the price is cheap but not good, because of the lack of pre-preparation and thus can not get rid of residual chlorine and other basic trichothecene substances, and the life of the greatly reduced (even with backflush configuration), which has been out of the range of effects of direct drinking, can only be played on clean water, but the lack of other media filtration materials to assist in the Lifesun water purifier, in the Provide solutions on the slightly insufficient, the market is more and more embarrassing.
Janit
Janit Pure Water Equipment Co., Ltd. was established in 1999, is specialized in the manufacture of domestic and commercial reverse osmosis water purification equipment and accessories. Garnett has 7 brands, there is no lack of junk products exist, completely low price impact on the market, quality is difficult to guarantee, some brands have been done to death.
Janet this brand in the industry's popularity thanks to his big wholesale and manufacturing policy, the main product line is under the cabinet reverse osmosis series products, by helping many new entrants into the industry OEM, Janet do a large scale, and to the price sword impact on the market, because of the need to implement the low price strategy, in the product quality of the product is more problematic. In addition to wholesale in the domestic market, export is also its main gain, the products are exported to Europe and the United States, the Middle East and Southeast Asia and other countries and regions.
Garnett Department of products to its low-priced core, but in 2007-2008, the rapid rise in raw material prices, a serious squeeze on the enterprise's profit margins, the development of enterprises encountered an unprecedented crisis.
Water Butler
Water Butler is a brand created by Fudan University, Shenhua Group and Shanghai Venture Capital Corporation as the main body of investment in the joint-stock company, entered the industry earlier.
Water Butler's product line of multi-stage microfiltration technology, quite innovative in appearance, but also the earliest use of domestic products LCD cartridge life of the enterprise, because of its four plants to promote the earlier and focus on the Shanghai market development, the current water Butler brand in the Shanghai market for direct drinking water products end consumer share ranked first, according to its announcement of the number of customers served is currently 120,000 people.
Water butler in the drinking water products due to technology and fashion elements have a unique highlights, widely accepted, its marketing model was first used in the form of directly-managed stores, in the late nineties the media thousands of relatively low-cost years and put a lot of television advertising, which for the water butler brand awareness of the uplift and subsequent market expansion have pried open enough space.
But water butler products outside the gorgeous technology packaging, and can not cover up its internal emptiness, many products are only in the simple microfiltration on the article, and the internal product structure is too complex, the maintenance of a certain amount of trouble, coupled with the Shanghai enterprises in the expansion of the national market in the general performance of the weakness of the water butler can only be said to be a regional brand.
Huamei Yilan
Beijing Huamei Yilan is an emerging growth of the brand, headquartered in Beijing, but also borrowed the identity of the expatriate to create momentum, Huamei Yilan's product line is messy, reverse osmosis technology water purifier, ultrafiltration technology water purifier, there are soft water products, as long as the market has a basic are available, it is typical of the big and all-around is not refined, the product is mainly to take the OEM way, many products from the Zhejiang system. Products from the Department of Zhejiang.
Huamei Yilan's marketing model is based on direct sales, in addition to the Beijing market, other regions also take the agent's way, in some areas through the agent's efforts, but also made some achievements. At the same time, Huamei Yilan also undertakes water treatment project business. But with the gradual development of the market, Huamei Yilan's direct sales model has been more and more difficult, its high price and after-sales problems have become the main obstacle to its development, according to the relevant news, Huamei Yilan is currently the market shrinkage signs are obvious, the enterprise is also facing the development of the critical period. At present, many of our customers are the original Huamei Yilan direct sellers to change over.
And Quanlai, Jinliyuan and other regional enterprises, in some areas and stainless steel water purifiers and public **** water dispensers also have a good performance.
2) Zhejiang
Zhejiang is the most concentrated manufacturing place of the direct drinking water products industry, and there are many manufacturers of different sizes, and the marketing mode is mostly based on wholesale and foreign trade. Here in Zhejiang refers to Hangzhou to Ningbo Cixi area, this area is also the most concentrated distribution of drinking water products, Cixi, Zhejiang Province, small household appliances production, many towns and villages have many factories, 80% of the domestic water dispensers from the region, and drinking water as a type of water appliance, and water dispensers have some **** homogeneity, coupled with the inertia of the advantages of foreign trade exports, contributing to the region to become a manufacturing base for drinking water products. The manufacturing base of direct drinking water products.
From the imitation of Taiwan's under-the-cabinet reverse osmosis water purifier, the manufacturing enterprises here in the year-after-year growth, but also in the accessories manufacturing industry here to form an industrial chain, from the front pre-treatment of microfiltration membranes, activated carbon to the filter shell, digital display, shell, metal parts, and labeling and so on have been formed in the industry for the direct drinking water here to lay the foundation for the assembly of the whole product, but the brand of the product here to compress the cost for price advantage. Compression costs for price advantage as a feature, but also in foreign markets to obtain OEM opportunities.
In the product type, through years of assembly and processing of conventional under-the-cabinet type reverse osmosis products have gradually matured, but are limited to imitate the simple molds, in the field of slightly higher technological content is still young, lack of innovation and boutique in the hot and cold type of all-in-one machine is still only in the original water dispenser on the basis of transformation, it is difficult to appear boutique, and the hidden dangers of failure from time to time.
Through foreign trade and domestic wholesale channel orders, creating a number of brands in the industry, such as Wan Ai, Run Xin, Ding An, Bo Qiang, etc., and recently there are many companies to follow. But stuck in the regional experience mode, very few companies to the development of the brand model, the practice of this transformation lies more in the thinking of the decision-making level of the enterprise to change and human resources support. Fortunately, Abbott has broken out from these constraints.
3) Phoenix water
The controversial and once influential brand, Phoenix water in 2000 began to get involved in the drinking water industry, a prefecture-level city in Jiangsu Province, the enterprise, once in the drinking water industry to create a number of miracles.
2001 is the Phoenix water began to become famous in the market time, through a series of market operations, in the industry set off a heat wave in the domestic drinking water products industry, through the franchising approach in a short period of time to win the favor of many businessmen, in the most prosperous in 2003, the agent city reached 200, and have built a terminal store.
Phoenix water in the domestic industry hosted the first seminar on healthy drinking water for urban residents in China, the first to mention the concept of service marketing, and its various promotional models are still many businesses in the learning mode. With the change of direction of the decision-making level of the enterprise in 2004, the pace of progress began to slow down, and thus brought the market regression and shrinkage.
4) Traditional home appliance brands
Qinyuan
Ningbo Qinyuan was founded in June 1998, the first water dispenser special water purifier invention and manufacturer, in 2005 was named the National Torch Plan high-tech enterprises. Is a professional engaged in the design, development, production and sales of water purifiers, water dispensers and other series of products, the establishment of water purifiers, water dispensers, two major business units. At present, it has formed an annual production capacity of 5 million sets of water purifiers and 3 million sets of drinking fountains, *** there are six series, more than 60 varieties of products are exported to Europe and the United States and other more than 50 countries and regions and more than 300 cities throughout China.
Qinyuan in the field of water dispensers special water purifier to do the market leader position, to this point began to higher levels of direct drinking water products in the field of advancing, the current market channels with the modern access to water purifiers in the promotion of market performance lack of water purifiers in the year the prosperous market, especially the founder of the enterprise lack of authorization and the degree of trust, and the core of the market is still placed in the field of water dispensers in the drinking fountains plate did not have too much success! The team has also changed a lot.
But from the current market performance of the industry as a whole, Qinyuan recently showed a more obvious momentum, the current channel construction is relatively molded, the sales volume is also growing rapidly. 2007, Qinyuan claimed that total sales of 50 million, the actual should be able to ensure that 35-40 million, mainly in the domestic market performance, relatively speaking, is still noteworthy; Then in 2008, Qinyuan's annual sales target is to break through the billion dollar mark, look at this year's development trend, it should be said that this has not much suspense.
The United States
The United States of America's brand value of home appliances and market share in the country is one of the top three companies, which also includes water dispensers and other small appliances market share. Midea announced in early 2003 to intervene in the straight drinking water products industry, the initial labeling-based, under the life of the electrical appliances division, although it has a good value of the brand extension, but in the straight drinking water products in the market is not ideal, its products follow the life of the electrical appliances in the part of the modern channels in the pavement in the lack of effective marketing strategy and confined to the lack of a professional training system, as well as the necessary market dissemination, the whole terminal And did not appear the expected results, but also in the labeling of products also appeared unstable phenomenon, in the end of 2005 pushed back the marketing team to re-planning.
In the product and marketing both need to improve the tension in order to promote the market forward, the United States obviously realized that the product power is not their own one-day solution, so in early 2007 announced a high-profile cooperation with the South Korean enterprise Qinghu, with a view to using South Korea's perfect product line to the marketing of the Chinese market, and the new team was formed, but too much of a high-profile expectations of the goal, with its various resources in the industry reserves Level is not symmetrical. After more than a year of development, it should be said that the United States in summarizing the lessons learned in the early stages on the basis of the absorption of new ideas and awareness, or achieved a relatively good form of development. On the basis of sales of about 30 million in 07, according to the current performance, this year to achieve the doubling of sales targets or no doubt.
Angier
This is also located in South China's veteran water dispenser companies, the market has been in a state of decline in the past few years, from the company's "legendary" characters Jiang Dingshan team has left, more apparent twilight, the brand effect of only a shell.
Angier started with barrels of water, and then the development of water dispensers and reverse osmosis equipment, its special distribution channel model in all parts of the water treatment market have a good performance, Angel water treatment products, water dispensers, the brand impression of the consumer groups have a very deep precipitation. In the initial stage of the expansion of the drinking water industry, Angel did not keep up with the head, around the agency channel is borrowed by other brands, for this reason, Angel began to assemble the integrated machine on the basis of water dispensers in the past two years, but in the complexity of its internal organizational structure, Angel only showed the intention of the circle to occupy the point, and not to the whole body into the gesture, and the current marketing is limited to the market in the South China regional market.
Angier has only shown the intention of enclosing and occupying points, and has no intention to enter the whole body.
Other enterprises performance
At present, more traditional home appliance industry also through various forms of intervention in the terminal water treatment industry, such as Rongshida, Meiling, Smithee and other enterprises to enter the market through the OEM; there are also ningbo region of the wave of wood, qidi is also in the operation of the water treatment project; Haier and Xiongjin **** build research institute, does not rule out the possibility of its entry into the terminal water treatment market; according to news indicates, including Shuaikang, Ou Pai and other enterprises will also enter the terminal water treatment industry; it can be said that, at present, it is precisely because the terminal water treatment industry reveals a huge market opportunity, many companies are beginning to or ready to intervene in this industry, but at present they have not been too much special performance in the market, and will not be here to explain in detail.