The sanitary ware industry has entered the peak season of “Golden September and Silver 10” in 2019, but many sanitary ware enterprises are experiencing the Sino-US trade war, the domestic economic slowdown and the multiple pressures brought by the decline of the real estate market. Many people are waiting or pessimistic about the future development of the industry. attitude.
In recent years, the Chinese sanitary ware market has also undergone changes, the traditional market has gradually withdrawn, and new market segments are taking shape. As a huge market with a population of 1.4 billion, the market segment has plenty of room to support a number of emerging companies. Smaller products will also give birth to good brands, big brands, such as bull sockets, submarine floor drain brands. Then, under the new economic normal, what other market segments of sanitary ware enterprises are worth exploring?
In the era of “water saving” and “smart”, the opportunity of the sanitary market segment has come.
Green smart products such as smart homes and water-saving appliances have been listed by the State Council as “new consumption areas” that need to increase financial support. The National Water Conservation Action Plan proposes that county-level units should comprehensively implement water-saving society compliance. By 2022, more than 50% of the northern and more than 30% of the county-level administrative districts in the south will achieve water-saving social standards. . This is a huge development of “dividends” for the bathroom industry.
At present, the water-saving sanitary ware products are divided into six categories: toilets, squatting pans, urinals, faucets, toilet flushing valves and showers. 44 manufacturers are selected for the national water-saving products list, most of which are like Hengjie, Jiumu and Wrigley. , Huida, VIGA has a certain reputation in the industry.
At present, the country is increasing efforts to promote water-saving products. On September 23, Alipay announced the opening of the “Green Flower Special Project” to promote the growth of the green smart product industry. This special plan includes measures such as special spending on green consumption of green flowers, interest-free staging of green smart products, and benefits such as energy-saving appliances, green building materials, and new energy electric vehicles. The data shows that compared with 2018, this year, consumers are spending more on the scale of green smart products consumed by Tmall in the market. Among them, water-saving appliances have become the largest increase in green products, an increase of 260%; in addition, smart home growth of 90%, green building materials increased by 56%, green smart appliances increased by 30%.
More than 5 trillion industries are coming, and the old sanitary ware welcomes the “dawn”
On September 23, the Ministry of Industry and Information Technology publicly solicited opinions on the “Guiding Opinions on Promoting the Development of the Aged Products Industry”, proposing that by 2025 the overall scale of the elderly goods industry will exceed 5 trillion yuan. Among them, daily living appliances are one of the six major areas of the elderly products industry.
In the field of daily-use living appliances, the guidance puts forward that the old-fashioned products should highlight the detailed design and humanized experience, and develop reading aids such as reading glasses, hearing aids, crutches, etc., drainage devices, toilet chairs and other aged care appliances. Based on the special requirements of the elderly group for the safety, practicability and comfort of kitchen and bathroom products, the development of safety-protected stoves, whole cabinets, liftable washstands, sitting showers, thermostatic showers, barrier-free bathtubs, lifting and lowering Toilets and other products. The guidance pointed out that it is necessary to speed up the development of advanced technologies for smart home integration platforms such as radio frequency and embedded systems, focusing on research and development of key technologies such as integrated wiring, network communication, security, automatic control, audio and video transmission, and realize one-stop smart home as a whole. solution.
The guidance also supports the cultivation of “specialized and special” small giant enterprises and national technological innovation demonstration enterprises in the field of old-age products. By the end of 2018, the number of elderly people aged 60 and over in China was about 249 million, accounting for 17.9% of the total population; the population aged 65 and over was about 167 million, accounting for 11.9% of the total population. China’s aging population, coupled with policy support, is not the way out for the sanitary ware enterprises that are currently undergoing transformation.
With the full implementation of the hardcover housing policy, China is welcoming the arrival of the era of interior industrialization. There are 20 million sets of domestic dressing market in one year, mainly completed by the decoration company. So far, 100% belong to the blue ocean market, and no company has formed a monopoly. Cheng Longpeng, general manager of 4D Sanitary Ware, said in an interview with kitchen and health information reporters in May: “The Chinese market has an average of 10 million new homes in renovation every year. About 15-20% of them belong to apartments, and the whole bathroom is in the apartment sector. Very mature, we estimate that in the next two or three years, the market will extend from apartments to ordinary residences, and promote the industrialization of China’s domestic installations from the ordinary residential to the reloading market.”
The biggest advantage of the interior industrialization is that most of the products and parts are completed in the factory, the installation speed is fast, and the market development prospects are consistently optimistic. 2018 to 2019 can be called the key year for the development of China’s self-contained sanitary wares. Major sanitary ware companies have invested in setting up factories and set off a small climax in the development of the whole assembly industry. Seagull Sanitary Ware acquired Chao’s, renamed as Seagull Resident, and built a new production base in Jiaxing; Huida Sanitary Ware Co., Ltd. established Huida Residential Project, and officially completed construction at the end of May 2019; Dongpeng Sanitary Ware was renamed Dongpeng Sanitary Ware New production line; the large-card residential building jointly established by Emperor Sanitary and Midea Real Estate has introduced Japanese self-contained sanitary ware manufacturing technology, and will be officially put into operation on September 26.
It is understood that at present, individual self-contained sanitary ware enterprises in China can do one day of disassembly and install a bathroom for no more than four hours to ensure no leakage for 20 years. This is a revolutionary change for the home building materials industry. With the continuous promotion of the market, the whole bathroom will enter a new stage of development.