With the in-depth development of the water purification industry, consumers are not only satisfied with the family's drinking water demand, water demand is gradually diversified. In addition, since 2016, the growth rate of household water purification equipment market has begun to slow down and officially entered a stage of steady growth. Mainstream water purification brands have begun to look for new growth points in the water purification industry and accelerate the layout. In the future, the water purification industry will be divided into three parts, showing the three development directions of household water purification equipment (single product-based), commercial water purification, and household water consumption.
First, household water purification equipment (single product-based)
1, deepen the pain points of users, accelerate product upgrades
Zhongyikang water purification consumer survey shows that the main problems encountered by consumers when using water purifiers include: too large volume, unable to understand the change of water quality at any time, do not know when to change the core, waste water directly discharged, can not be used twice , small water, more wastewater, and so on. With the continuous improvement of people's living standards and the deepening of the understanding of water purifiers, consumers have not only satisfied the basic functions of purifying water purification, but also put forward new requirements for the additional functions of water purifiers. Water purification companies began to dig deeper into user pain points and accelerate the pace of product upgrades.
2. Experiential marketing is gradually deepening
Under the background of increasingly homogenized water purification products, the water purification brand began to realize the positioning transformation, and helped to consume through various forms such as building a water purification life experience museum, an independent brand experience store, and a science experience tour in the chain of home appliances. It is more accurate and quick to find water purification equipment that meets the needs of the family.
3. Nugget after-sales service market
The product attributes of water purification products are quite special. It is a semi-finished product integrating sales, installation, maintenance and maintenance. Each product needs post-service maintenance. How to transform the later services into a profitable benefit chain, let consumers be willing to accept services, and be more willing to pay after enjoying the service, need the joint promotion of industry associations, third-party after-sales service platforms and water purification companies. In the past two years, the after-sales service specifications for water purifiers have been continuously introduced, and industry norms have gradually penetrated into products, such as the “Specifications for Installation and Maintenance of Household and Similar Water Purifiers†issued by the China National Standardization Association in June 2016. It marks the official introduction of the domestic standard specification for the installation of household water purifiers. In June 2017, China Household Electrical Appliances Service Maintenance Association issued and implemented the “Net Water Gate Service Engineer Qualification Certification Specificationâ€, which became the first on-site service engineer qualification certification standard in the water purification industry. At the same time, third-party after-sales service platforms with core technologies such as intelligent hardware, platforms and APPs are constantly emerging, serving water purification companies, water purification distributors, water purification channels, etc., to address user pain points and corporate pain points. In addition, some water purification companies have also begun to explore high-end user service models, including enriching service projects, selecting quality service personnel, unifying the image of service personnel, unifying tools, building service training systems, and service incentives.
Second, commercial water purification
Commercial water purification is a market that is highly concerned by both the industry and water purification companies, and is a blue ocean in the future water purification industry. The user population of commercial water purification is mainly in the enterprises of enterprises, schools, factories, restaurants and other industries. At present, the main pain points of commercial customers for water purification products include: water quality sanitation, secondary pollution of bottled water, drinking water cost and water use. Management is cumbersome. User needs are mainly reflected in: safe drinking water quality, economical solutions, faster and more worry-free business models. For the pain points and needs of commercial customers, water purification companies have done a lot of work in product development, business model, after-sales service and so on. For example, in the product development, the professional film, UV sterilization, mute, hot water capacity expansion and other functions; the traditional trading, leasing, metering and charging three flexible consumption models introduced in the business model, so that commercial customers have more In the after-sales service, from the pre-sales service, gradually extended to provide home design, professional installation, active care, equipment inspection, regular maintenance and so on.
Third, the family segmentation of water
In the family, in addition to household water purification equipment (single product-based), consumers' demand for water purification products is increasingly diversified, and there are more and more products in the sub-sector. For example: the demand for quality water supply: according to the different uses of water, provide different quality water sources, car wash, mopping, washing vegetables, soup, cooking, bathing, washing clothes, etc. The need for more water: to meet the needs of users in the kitchen, living room, bedroom and more drinking water. Water for different populations: Different products are created according to the characteristics of different groups of people. For example, soft water machines for women's demand for beauty water, desktop smart drinks machines for mothers and infants, UV sterilization technology to ensure safer water quality and prevent Secondary pollution, while using instant heat technology and segmented temperature control technology to meet the needs of Chong Ye milk.
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