“The current sanitary industry is in a critical ‘gear shift’, due to uncertain external factors, the performance of sanitary enterprises in the short term will still be under pressure. But in the medium and long term, relying on the huge market size and economic volume, along with the stabilization of the real estate market demand rebound, economic operation to the good, ceramic and sanitary production demand gradually recovered, industry growth space is still promising.” In the 2023 China home brand builder summit held on February 22, Aowei cloud network and bathroom news jointly released the “line to the water poor, sit and watch the clouds rise – the new environment of the bathroom market analysis”. Li Ying, vice president of Aowei Cloud Network, made a review of the bathroom market in 2022 and made a forecast and outlook for the overall market in 2023. Li Ying said, China has become the world’s largest sanitary ware production, export and consumption countries. 2021, China’s sanitary ware market size reached 204.6 billion yuan, an increase of 7.12%. Overall, the market size of ceramic sanitary ware is in a relative rise, the industry development space and market capacity in the long run is large enough. Sanitary ware renewal demand in different cities show differences between the characteristics of the first-tier cities, the proportion of old room bathroom renovation is significantly higher, three or four line city bathroom renovation to new houses. First-tier cities than other cities have more consumers choose old room renovation, 26% of consumers nationwide for old room renovation, first-tier cities have 35% of consumers for old room renovation.
At present, intelligent sanitary ware is in the industry dividend period, the configuration rate to maintain a continuous upward trend, intelligent toilet configuration rate of nearly 30%, the future will usher in a high growth trend. From the brand point of view, the national brands represented by Jiumu, Hengjie and Wrigley rose significantly in 2022 in the ranking of each category, so that the proportion of national products rose significantly. From the perspective of the retail bathroom market, online has become a breakthrough. Since the outbreak, consumers’ online shopping habits have been fully developed, and their consumption in sanitary ware has also shown an obvious incremental trend. Although the sanitary industry due to its special nature, the current mainstream market is still dominated by offline, online channel share is relatively low, but the online channel in recent years the overall trend of rising, the head of the enterprise to nine mu, Wrigley, Hengjie, for example, in the active online channel brand promotion and layout, online channel in the future of the sanitary industry is gradually rising in status and attention. Many national brands online channels through the core single product situation quickly into the game. Bathroom cabinets, intelligent toilets, shower as the representative of the three categories of 2022 online incremental obvious. From the Aowei cloud network Jingdong online monitoring data, in the bathroom cabinet, shower, intelligent toilet three online fast incremental category, the domestic brands occupy an absolutely dominant position. Li Ying believes that the new marketing approach to break the circle so that the brand’s product efficiency has a more certain footing, so that toilets, showers, bathroom cabinets occupy the bathroom grass “C position”. Enterprises must invest more energy in the future to operate emerging channels to promote.
Post time: Mar-03-2023
