With the rapid development of the internet and e-commerce in recent years, online channels are gradually becoming a new engine for the development of the bathroom product market. Among them, bathroom cabinets and showers, as an important part of the bathroom industry, have performed well in online channels. However, due to its low industry access threshold, making many companies have entered this market to participate in the competition, industry competition is intense.
Bathroom cabinets
Bathroom cabinets: is the bathroom or public facilities used to support the washbasin, and has a storage function of the cabinet device, and can be supplemented by dressing mirror, mirror light and other auxiliary facilities.
Market scale: April scale continued to grow from the ring
According to AVC real estate monitoring data, from January to April 2023, bathroom cabinets online market sales of 437,000 sets, sales of 570 million yuan. Among them, April sales of 174,000 sets, up 11.2 percentage points from the ring; sales of 230 million yuan, up 12.3 percentage points from the ring.
Brand pattern: fierce competition, the concentration of the head brand continues to go high.Bathroom cabinet industry entry threshold is low, sanitary ware enterprises, furniture enterprises, big brands, small workshops have joined, in order to get a share of the market, the industry competition has developed to a white-hot stage. According to the AVC real estate online monitoring data show that in April 2023, the number of brands in the bathroom cabinet online market nearly 500. Among them, the top 5 brands (TOTGG, OROFEN, AIERMAN, Gujia, Jiumu) retail sales share of nearly 50%, an increase of 12.6 percentage points over the ring.
Structural performance: polarization trend is obvious, low-end and high-end price segment products grow simultaneously.According to AVC real estate monitoring data show that in April 2023 bathroom cabinets online market, 1000-1999 yuan price band for the mainstream price band market, the cumulative share of more than 50%, of which 1000-1499 yuan price band retail sales accounted for 26.0%, an increase of 6.5 percentage points; 1500-1999 price band retail sales accounted for 25.3%, an increase of 2.2 percentage points. The price range of 1500-1999 accounted for 25.3% of retail sales, an increase of 2.2 percentage points. The high-end market accounted for 5.1% of retail sales in the price range of RMB5,000 and above, an increase of 2.0 percentage points from the previous year.
Shower
Shower: Also known as a rosette, it was originally a device for watering flowers, potted plants and other plants. It was later adapted to become a showering device, making it a common bathroom item. The shower is currently divided into two market segments: individual showerheads and suites.
Sales of showerheads fluctuate cyclically due to promotions and seasonality. According to AVC real estate monitoring data: In April 2023, the overall market sales of shower online 659,000 sets, of which the online market sales of shower sets was 196,000 sets, down 13.6%, and the sales volume was 1.61 billion yuan, down 18.7%.
The online market for individual showerheads was 462,000 sets, down 16.9%, with sales volume of RMB 330 million, down 13.9%.
Brand pattern: the number of participating brands, brand concentration is low, Wrigley, Nine Shepherd accounted for the leading
The shower industry is fragmented, with a large number of participating brands and fierce competition in the market. Domestic brands currently occupy a dominant position in online sales, while international brands such as Kohler and Hansgrohe occupy the domestic high-end market. The local brands represented by Jiu Mu, Wrigley and Heng Jie occupy the mid-range market.
According to the AVC real estate monitoring data show: April 2023, the number of shower sets online market brand 428, of which the top five brands (Wrigley, Nine Shepherds, Four Seasons, Hengjie, Hansgrohe) retail sales share of nearly 50%, the ring than the basic remained unchanged. Single-brand view, Wrigley retail sales share increased significantly, up 2.9 percentage points. The number of brands in the shower single product market is 417, of which the top five brands (Mugo, Wrigley, Nine Shepherds, Four Seasons Muguet, Hansgrohe) have a share of just under 40% of the retail sales.
Structural performance: high-end price segment accounted for a significant increase.According to AVC real estate monitoring data show that in April 2023, the shower online market, the mainstream price of the shower set in the price range of 700 yuan, the cumulative retail sales accounted for more than 70%. Among them, the price range of 1500-1999 yuan accounted for 17.6% of the retail sales, an increase of 3.5 percentage points. 17.1% of the retail sales in the price range of 2000 yuan or more, down 4.3 percentage points from the previous month.
The mainstream price range of single product shower was 90-199 yuan, accounting for 26.3% of the retail sales, up 2.2 percentage points from the previous month. This was followed by the price range above RMB 200, with a retail sales share of 16.2%, up 0.7 percentage points from the previous year. Thirdly, the price range of RMB70-89 accounted for 11.4% of the retail sales, down 0.8 percentage points from the previous year. The overall share of these three price segments was 53.8%, accounting for more than one-half of the overall market! The remaining price segments also accounted for between 5% and 10%.
Post time: Jun-12-2023
