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As China enters the quality era More and more consumers are willing to pay for quality, and are gradually becoming the main force of consumption. The market demand for smart sanitary ware will be released more. But like all industries, smart sanitary ware will face fierce competition in the near future. The quality of products and the scale of enterprises will become the key factors in the competition.
This article describes in detail from several aspects the changes in the smart bathroom industry during 2015-2018, from barbaric growth to the industry leader; from retreat to pragmatism, return to product essence; The standard of product to quality life; domestic brand leadership, highlighting China’s self-confidence; quality, innovation, scale are the key to winning the future.
From the 15 years of wind, 16 years of eruption, 17 years of precipitation, to 18 years of squatting, after 4 years of polishing, the smart bathroom industry has left a group of powerful enterprises. . Before the wind started, the enterprises in the hard state of the industry, the vast majority of the wind has become the leader in the industry. Those enterprises lacking the strength of support, although they saw the vent, but ultimately failed to “over the corner.”
During the past four years, the entire industrial chain of the sanitary industry has undergone earth-shaking changes from product development to terminal sales. The same is true for smart sanitary wares. It has reached a new watershed: “The Matthew effect begins. It became clear that capital, talent, technology, channels, and even the ecological chain are accelerating to move closer to head manufacturers — they can develop and produce better products and provide better services to consumers.
1. From barbaric growth to industry leader
In 2015, “the smart bathroom industry began to re-emerge after the spring breeze of smart toilets was blown up in China. With the new situation of comprehensive layout, large and small enterprises in the sanitary industry, manufacturers specialized in research and development of smart covers, and cross-border home appliance enterprises have seized the vents and accelerated their entry.
Strictly speaking, the current leading brands of smart bathroom in China, Hengjie, Jiumu, etc., have been involved in smart bathroom before, but the real outbreak began in 2015. In this year, Hengjie quickly accepted the best enterprise in China’s domestic intelligent R&D production —— Shenzhen Bodian Electronic Technology Co., Ltd., and Jiumu took the lead in the market to launch the smart toilet cover. Activities and increased investment in research and development; Huida accelerated cooperation with Shenzhen Megmeet; Wrigley is also making efforts. The situation of the domestic brand in the world is burying the foreshadowing.
At the other end, smart manufacturing companies represented by Zhejiang are also taking the lead. From 2015 to 2016, there are more than 20 companies in Taizhou, Zhejiang, which are engaged in the production of smart toilets. There are 9 enterprises and more than 300 related spare parts manufacturers. In 2016, the new smart bathroom brands in China began to emerge, as if overnight, there were dozens or even hundreds of smart bathroom brands. Hardware companies, shower room companies, accessory companies, cross-border enterprises, etc., through the self-built team to set up factories, OEM cooperation and other methods continue to flood in, trying to share a huge market.
For a time, the flowers bloom. According to the data released by the China Household Electrical Appliances Association’s Intelligent Sanitary Ware Professional Committee, as of the end of 2015, there were nearly 200 production and operation enterprises in the domestic smart toilet industry, with a total output of 3.4 million units, up 35.5% from the 2.45 million units in 2014. In the year, the market share of smart sanitary ware has reached 6 million units. In the following years, the production and sales volume of domestic smart sanitary wares were in a state of doubling growth. According to Jingdong’s data, the sales of smart bathroom products of Jingdong Mall increased by 120% in 2016, and the year-on-year growth rate in 2017 reached 80%.
Unfortunately, flowers are not necessarily spring. In the past four years, especially in 15 and 16 years, the whole industry of smart sanitary ware has been in a state of extensive development, and the output and market scale have expanded rapidly. There are almost no rules and standards in the whole market. However, after 17 years of operation, driven by consumption upgrading and quality awareness, industry standards and market rules began to be established and improved, and the entire market gradually entered a relatively benign development stage. Due to the needs of its own development, coupled with the market’s forced efforts, the sanitary ware enterprises began to shift from focusing on growth to focusing on product optimization and quality improvement.
After four years, the gap has gradually opened, and the barbaric growth has come to an end, and the industry leader has surfaced. Domestic brands have formed a formation based on Hengjie and Jiumu, Huida, Wrigley, etc.; foreign brands, TOTO and Panasonic are representatives; professional intelligent manufacturers are represented by Hier Kang, Ben Jiebao and Yihe. Cross-border entrants, Haier’s defending is more prominent. Hengjie and Jiu Mu are one of the few companies that have mastered the design, research and development, production, sales and service of smart products, and have opened up the entire industrial chain of smart products.
The vent is retreating, but the gap continues to widen. The leading enterprises that have gathered the advantages of products, channels, brands and capitals are continuing to increase their yards on smart sanitary wares, investing huge sums of money and expanding the production scale of smart sanitary ware products.
2, from retreat to pragmatism, return to the essence of the product
Lei Jun said: “Standing on the wind, the pigs can fly. This sentence is used to describe the early smart bathroom market, but it is appropriate. In 2015, in order to seize the market, many companies are rapidly launching new products, with a variety of functions, music playback, news broadcasts, etc., which are collected on smart toilets, but the basic flushing and flushing functions of smart toilets are in the pastOut of the new is ignored. The company retreated, and the company that ignored the essence of the product returned to the original point and was even eliminated.
From 2015 to 2018, the smart bathroom industry has achieved a transition from weak to strong, and the product is the biggest variable in this transition. Thanks to the adherence of domestic mainstream sanitary ware enterprises to product quality and technological innovation, the development of the domestic smart sanitary ware industry has reached a new height, and the first-class sanitary ware brand outside the United States. In the past four years, there are many conclusions about the product, but the following points cannot be ignored.
Quality has improved dramatically. In 2015, the pass rate of smart toilets was only 60%; in 2016, the pass rate rose to 82.4%; in 2017, 91 batches of smart toilets, the pass rate reached 91.2%, 2018, the latest The national pass rate reached 94.3%. In the past three years, the pass rate of smart toilets has increased from 60% to 94.3%, an increase of more than 30%.
Another testimony, CCTV’s financial channel “Consumer Claims” column has evaluated the performance of smart toilets, such as cleanliness, safety and comfort, which are closely related to consumers. The intelligent toilet of the bathroom brand, the evaluation results show that whether it is cleanliness, safety or comfort, domestic smart toilets are not worse than foreign brands, and some functions are better than foreign brands.
The standard is gradually improved. For a long time, the smart bathroom industry lacks an overall product standard, resulting in uneven product quality in the market, which has largely restricted the healthy development of the industry. In September 2018, GB/T 34549-2017 “Sanitary Ware Smart Toilet” national standard was officially implemented, and the development of smart sanitary ware has a stricter standard. In addition, the publication of associations and group standards such as “Smart Toilet Cover and Base Package Size” has also promoted the development of research and development companies to other subdivision levels.
Product formation series. In the past four years, each company has launched a variety of smart bathroom products, mainstream companies have formed a series, iterative upgrades, such as Hengjie’s intelligent dual Q series, Jiu Mu’s G5 smart toilet, G6 clean toilet and so on.
Features are based on utility. For technological innovation, major companies have also explored many times. For example, the dispute between heat and heat storage has finally formed a situation of coexistence, but hot flushing has gradually been adopted by more enterprises due to healthier and more hygienic features. That is, hot products occupy the mainstream of the market. In the process, many new technologies and new functions have been applied to smart toilets by enterprises. Even some of them seem to be very good, and the technology that is very tasteless is also appearing on smart toilets. Long-distance, about smart toilets, consumers are still most concerned about heating, cleaning, flushing for the three most practical basic functions, some companies that have detoured, and returned to the basic point of the product.
The design is more user-friendly. With the increase of the popularity rate, consumers’ awareness of smart toilets is getting higher and higher, and the requirements for humanized practical experience functions are getting higher and higher, which makes the smart toilet industry more and more focused on the humanization of products. design. This is also accepted by more and more companies, such as Hengjie’s intelligent dual Q series, its one-button knob, smart flip cover and other functions are designed with the consumer experience in mind.
3, Standard from small products to quality life
At the end of 2017, iResearch released a “2017 China Smart Bathroom Online Market Insight Report, its Data show that from January to September 2017, smart toilet sales accounted for 13.5%, smart toilet lids accounted for 19.7%, and ordinary toilets accounted for 66.9%. In addition, data from third-party survey companies show that the installed rate of smart toilets in new homes in China has increased from 3% three years ago to 20% in 2017.
The practitioners in the sanitary industry have a very obvious feeling in recent years: more and more people are consulting smart toilets, and there are friends around them and relatives who are far away from home. The penetration of smart toilets into consumers is broader and deeper than imagined. After the Spring Festival in 2018, Alibaba released a “2018 Chinese New Year’s Vulgar Report”, which mentioned that smart toilets began to appear in rural consumers’ shopping carts.
The penetration rate is improving and smart toilets are moving towards ordinary families. From the demand side, in recent years, as China’s economic growth has entered a period of sharp adjustment, more and more consumers are beginning to focus on quality of life, and they are more willing to obtain equivalent products and services through reasonable prices. The smart bathroom market is also reflected in the best. Driven by consumption upgrades and health awareness, smart toilets have gradually become standard products for bathrooms.
On the basis of satisfying the daily needs of consumers, the intelligent toilet has a user-friendly functional design such as hot thermostat, one-button knob, automatic sensing, etc., allowing consumers to experience the quality of the bathroom. life. According to some surveys, more than one-third of households with two or more bathrooms in the home have smart toilets installed in each bathroom. In the choice of smart toilets, they also completely get rid of the simple price logic, but pay more attention to product performance, service and word of mouth.
On the other hand, from the perspective of the supply side, the concerns placed before the consumers before 2015, product quality, product prices, after-sales service, etc., have undergone qualitative changes. For example, the price of smart toilets is no longer high. The intelligent one machine of 3000-4000 yuan can be seen everywhere in the market. Even the mainstream sanitary ware brands have launched smart products with more affordable prices. Especially for the entry of Xiaomi, the price of the smart cover was killed to 799 yuan.
The watershed of after-sales service was also opened in 2016. In this year, Hengjie took the lead in action and announced that the warranty period for the whole machine of smart toilet products was extended to six years, and the intelligent toilet improved the quality of after-sales service.The watershed. Subsequently, a number of domestic and foreign brands also announced the extension of the warranty period of smart products, ranging from 6 years to as little as 5 years, while the previous smart toilet warranty period was only 2-3 years. At this point, consumers have the most worry about the smart toilet, have a reassurance.
Although the total sales volume of smart toilets has doubled in the past three years, the penetration rate is still very low, and the penetration rate of households in the country is still in single digits, even in first-tier cities such as Beishangguang. Not more than 10%, and in Japan and South Korea, the penetration rate is over 80%. The market potential of China’s smart bathroom is far from being released, and the growth space is still huge.
4, domestic brand leadership, highlighting China’s self-confidence
For a long time, in the Chinese domestic sanitary ware market, foreign brands such as TOTO, Kohler, GROHE and Hansgrohe have been at The first echelon of the brand, still today, remains the same. However, the rise of smart toilets has provided a lane for the surpassing of Chinese sanitary ware brands, and the border is being gradually broken.
In the past four years, China’s smart bathroom industry has risen rapidly, and national brands have gradually gained an overwhelming advantage in the domestic market. Product development has shifted from following to leading. Before 2015, the purchase of smart toilets, TOTO, Kohler is the first choice for most consumers, but after 2015, domestic brands such as Hengjie, Jiumu and Huida became the first choice. Online, at present, the main domestic building materials stores, domestic smart bathroom products have occupied the mainstream position, sales soared; online, 2016 double eleven, Tmall sales top 10 smart toilet brand, domestic brands accounted for 60%, 2018 In the year, the double eleven reached 80%.
In the short period of four years from 2015 to 2018, in the domestic smart bathroom market, domestic brands represented by Hengjie have basically occupied the mainstream of the market. According to the survey data of the “China Household Electrical Appliances Association Intelligent Bathroom Appliances Professional Committee”, in 2017, users have satisfied the smart toilets of brands such as Hengjie, Wrigley, Jiumu, Panasonic, Haier Weiwei, Benjiebao and Jardine. It reached 89.4%.
This phenomenon has even caught the attention of the Japanese media. The Nihon Keizai Shimbun commented that the performance of China’s smart bathroom products has not lost Japanese products, and more and more consumers are more inclined to the Chinese nation. Brand. Professor Yukio Marukawa of the Institute of Social Sciences of the University of Tokyo talked about the new era of the Chinese economy and the foreign economic strategy, and also listed smart toilets as representative products made in China.
This year marks the 40th anniversary of the reform and opening up. The Chinese brand and the rise of the Chinese economy are synchronizing. Chinese brands in all fields are in full swing and play an increasingly important role in the big arena of China and the global economy. Following this wave, Chinese sanitary ware brands and China’s smart bathroom products have also begun to appear on the international stage. The Q9 and Qlight products in the Hengjie Smart Dual Q series have won the “IDEA Industrial Design Award” in the United States. On the stage of IF, Haier Weiwei and Xierkang also won the honor. The brand influence of China’s smart bathroom is constantly expanding.
5, quality, innovation, scale are the key to win the future
In 2018, the curtain fell, smart bathroom has also reached a new watershed, head manufacturers are forming. Although in terms of individual companies, the share of each brand in the huge Chinese market is very limited, and everyone has the opportunity, but behind the opportunity requires strong support, including financial strength, innovation ability, brand influence and so on.
But as mentioned above, in the current smart bathroom market, resources are tilting toward the head, capital, channels, technology, and even the ecological chain are moving closer to the head manufacturers — they can develop Produce better products, provide better service to consumers, and have higher cost performance. Just as Hengjie launched this year’s smart new product ——Q3, it has the practical functions that smart toilet should have, and it incorporates Hengjie’s “one-button knob, live water and heat technology, etc., but the price/performance ratio is higher than many products. It is quite popular in the market.
As China enters the quality era, more and more consumers are willing to pay for quality, and are gradually becoming the main force of consumption, the market demand for smart bathroom will be more released. But like all industries, smart sanitary ware will face fierce competition in the near future. The quality of products and the scale of enterprises will become the key factors in the competition.
Of course, the problems lurking in the smart bathroom all the way have become obvious after four years, such as product homogenization, price war of products, etc., but obviously this will not be the future market. Going to the mainstream.
An industry must continue to develop, and innovation is the inexhaustible driving force. Smart toilets are standard in quality life. In addition to practical product features and wonderful experiences, more advanced functions are waiting to be developed. For example, can smart toilets become the entrance to health management and manage people’s health?
In the four years, the first stage of the smart bathroom industry has come to an end, and a new chapter is about to open. In the next stage, where will product innovation go? Who will lead the competition?
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