The sale of household water purifiers in the market for rent
People's pursuit of clean air and healthy drinking water has become increasingly urgent. A data released from Aowei.com shows that sales of “two clean†markets (air purifiers and water purifiers) continued to rise in 2017, especially in the water purifier market, achieving a substantial growth of 27.8%, leading the entire home appliance. market.
About to pay attention to the attention of the Chinese people on the quality of drinking water, Haoze Water Purification International Holdings Co., Ltd. (02014.HK) (hereinafter referred to as “Haize Water Purificationâ€), which has been focusing on commercial water purification for many years, has entered the household water purification market since last year. .
Rent for sale
The reporter learned that before Haoze Water Purification adopted a leasing model for large commercial customers. The company believes that the leasing model makes users more loyal and sticky. After the first year of installation, the renewal rate for the following year is very high. In the traditional buyout mode, customer resources are often concentrated in the hands of dealers. However, the advantage of Haoze Water Purification is that its after-sales service is completely self-operated, so after years of accumulation, you can fully grasp the user information, including water use and equipment usage.
Haoze Water Purification tried to promote this rental model to the household water purification market. “That is, the machine is ours, consumers only need to pay the rental fee, which lowers the user’s equipment usage threshold and lowers the cost of use. The relevant person in charge of the company told the reporter.
The company hopes to promote the rapid development of the company through the refinement of strategies, the deployment of intelligent hardware and the active introduction of high-end talents, and vigorously develop the household water purification market and find new growth points.
Some industry insiders pointed out that the mode of renting and selling of Haoze Water Purification is actually the popular sharing mode. Many brands have done this before, but the reason for becoming the mainstream model is because of family users and business. The difference between users is that the former cares more about the public health of such devices, and in most cases, people choose to buy. In addition, household products are also relatively inexpensive in price compared to large commercial machines.
A Consumer Survey Report from Aowei.com shows that most consumers are more concerned about the quality of products such as water purifiers when they choose to use water purification products. No effect and filter life, filter replacement complexity, and more.
Big brands dominate
It should be pointed out that although the sales volume of the water purifier market is the largest, it is not easy to obtain the dividend for market expansion. For the time being, the brand concentration of the water purification equipment market is very high, and a few head brands occupy most of the market. The retail monitoring from Zhongyikang Line shows that the top four brands in the market account for nearly 80% of the total retail sales, which is a very high oligopolistic market.
Many international home appliance brands such as Bosch and Honeywell have also entered the industry.
Ding Shaozhi, the founder of the economics and the founder of Nail Technology, believes that with the expansion of the market and the improvement of standards, the advantages of the head brand products, technology and services will become more obvious, and the oligopolistic market structure will be difficult to break in the short term.
Haoze Water Purification attempts to attract consumers through the diversification of its products. The company found that in addition to the purification needs of drinking water, the purification needs of today's living users are beginning to emerge. Therefore, the company has developed water purifiers, smart water probes, dishwashers, smart water cups, water supplements, etc., covering all aspects of domestic water.
As for the effect? ​​The person in charge of the above company said that the main business is still in the commercial field. When it first enters the home, it needs long-term exploration to be effective.
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