From the overall market of water heaters. These two years have benefited from the centralized release of many favorable factors such as macro-environment, favorable policies and industrial internal structure upgrading. In 20 16, the overall household appliance market in China increased slightly, but the water heater industry maintained a rapid upward trend, achieving double-digit high-speed growth. The overall market retail sales of water heater industry in China reached 74.9 billion yuan, up 13.5% year-on-year, far higher than the growth level of the overall household appliances market.
Cai Ying, deputy director of the Information Resources Development Department of the State Information Center, said that the real estate market picked up in 20 16, which played an obvious role in stimulating the consumption of new household appliances. The smooth progress of shantytown renovation and rural dilapidated building renovation projects has provided incremental space for market development.
Gas water heaters have won the "local war" and the market momentum is good.
It is worth mentioning that with the country's increasing attention to energy conservation and emission reduction, gas-fired water heaters are eye-catching with a year-on-year growth rate of as high as 12.3%, while electric water heaters, as the main force in the market, grow by 2.9% in 20 16 years, which is slightly insufficient compared with gas-fired water heaters.
Of course, although the market growth rate of gas water heaters is generally higher than that of electric water heaters, the market share of electric water heaters is still higher than that of gas water heaters as far as the whole water heater market is concerned. In this regard, some insiders said that the victory of the growth rate of gas water heaters is not an overall victory but a "partial".
First of all, it is subject to the laying conditions of natural gas and gas. The relative advantages of gas water heaters are more obvious in economically developed areas, while electric water heaters are still outstanding in areas where natural gas and gas are not covered because of their stronger adaptability.
Secondly, the average price of gas water heaters is generally higher than that of electric water heaters, which also makes its growth rate stand out in the process of overall consumption upgrading in the water heater market. According to the data of the National Information Center, the sales proportion of high-end water heater products continued to rise in 20 16 years. Among them, the sales proportion of electric water storage heaters in the price range above 2500 yuan increased from 13.78% in 20 15 years to 17.00% in 20 16 years. The sales proportion of gas water heaters in the price range of more than 2,500 yuan increased from 42.05% in 20 15 to 48.49% in 20 16.
However, it is undeniable that gas water heaters, especially the instant gas water heaters that have been highly sought after in the market in recent two years, have inherent advantages in meeting the diversified needs of consumers. Compared with the electric water heater, the instant gas water heater does not need to store water, and it can be heated when it is turned on, with large water output and stable temperature. The water circulation system directly heats tap water, so there is no need to store water, and there is no health risk caused by secondary circulating water. In addition, the water system of gas water heater is connected by oxygen-free copper pipe, which has good sterilization and bacteriostasis function and greatly ensures the safety of bath water. Scientific experiments by many world-class authorities such as epa in the United States have proved that copper can kill more than 99.9% of bacteria in two hours. Another data shows that the bacteria in the water treated by the high-temperature copper tube of the water heater are reduced by at least half compared with that before heating. From a health point of view, gas water heaters are more in line with the needs of modern consumers than water storage electric water heaters.
In addition, the biggest advantage of gas water heater is that it can meet all kinds of large water demand, such as large family population, continuous bathing at any time, and easy to meet the demand of soaking in bathtub at any time. Therefore, the rapid increase in the growth rate of gas water heaters is indeed reasonable. According to avc forecast, the annual retail sales of gas water heaters will reach 6.68 billion yuan in 20 17, which will surpass electric water heaters as the leading category for the first time, and the industry prospect is generally good.
There are many big names that lead the upgrading of the water heater industry.
With the rapid growth of water heater industry and a new wave of consumption upgrading, not only the product category pattern in the market has changed, but also the competition among major brands has become increasingly fierce, and the water heater industry will usher in a new round of upgrading and transformation.
At the beginning of this year, Tai Fang, a high-end kitchen appliance brand, introduced a new product of water heater-magnetized constant temperature water heater. It is announced that it will be based on the leading position in the high-end kitchen appliance industry, continuously increase investment in the high-end water heater market, redefine high-end water heaters, and truly give users an "unprecedented" new experience of healthy bathing.
It is reported that Tai Fang magnetized constant temperature water heater has a unique magnetizing device, in which the permanent magnet can effectively adsorb solid metal particles such as rust and iron filings in water, remove calcium and magnesium ions and scale to a certain extent, and improve the activity of water, thus effectively preventing the growth of bacteria and providing healthy bathing protection for families. A number of testing reports from sgs, a world-renowned testing organization, show that the iron filings removal rate of Tai Fang magnetized constant temperature water heater products is as high as 9 1.22%, while the water activity is effectively improved by 7.9%, the residual chlorine removal rate in water is 6.3%, and the scale removal rate is 8. 1%.
It can be said that this high-end water heater product launched by Tai Fang, through the cross-border integration of traditional culture and modern technology, has made the water heater industry in China move from the past "water heating" to a new round of "water treatment" iteration, endowed the water heater with more healthy connotations and led the water heater industry to develop in a new direction. Tai Fang's exclusive design has created a precedent in the industry and accelerated the continuous upgrading of family bathing experience in China.
Of course, it is not only Tai Fang that launches new products around health, but "healthy bathing" has also become a new outlet for the whole water heater industry. According to Zhongyikang's data, there are currently 20 brands of healthy storage water heaters and 236 models on sale. Leading enterprises of water heaters constantly optimize and upgrade their products around healthy selling points. Among them, Haier's new generation of anti-scaling water-washing waterproof wall-mounted water heater is equipped with double-effect anti-scaling and three-stage purification technology to ensure clean water quality and effectively inhibit scale to achieve "self-cleaning"; Midea's 6d purification series water heaters have increased the functions of high-temperature sterilization and tech tap water discharge. A.O. Smith introduced a thin Jingui inner liner electric water heater without replacing magnesium rods; Forest Yitian series gas water heaters also have water temperature massage, skin care and other functions.
In short, with the rapid growth of the water heater industry, and a large number of Chinese and foreign home appliance enterprises enter the market. In this case, the water heater industry will usher in a new round of structural changes and enter a high-speed period of industrial upgrading, and the "power-burning dispute" will also escalate with the overall development of the water heater industry.