How to develop the water purifier market and what is the future market prospect of the water purifie

The details are as follows: At present, water purifiers have been developed in China for more than ten years, and the industry has formed a mature industrial chain system. Especially in recent years, the popularity of smart home has also stimulated the development of water purifiers and other related industries, especially in 2015 and 2016, the water purifier industry has developed rapidly.

According to the data of the "Analysis Report on the Production and Marketing Demand and Investment of China's Water Purifier Industry", in 2016, the sales of water purifiers in China were 20.3 billion yuan, of which online sales were 16.3 billion yuan, a year-on-year increase; Offline sales were 100 million yuan, a year-on-year increase.

At present, China's water purifier market has not been fully developed, there is still a huge space to excavate, the current coverage rate of China's water purifier market is only 5%, as compared with South Korea's market coverage rate of 95%.

Knowledge expansion: The best in the subdivision of the water purification industry are as follows:

Whole house direct drinking water system and kitchen water purifier field: this field is the best Quanlai brand. Rationale:

Quanlai kitchen water purifier is one of the earliest group enterprises to enter the water purification industry in China, the founder of China's first kitchen water purifier, China's national high-tech enterprise, a well-known brand in Shenzhen, a partner of the Shenzhen Pavilion of the Shanghai World Expo, and a long-term partner of Gome! It is one of the most powerful manufacturers in the research and development of ultrafiltration membrane technology.

Through cooperation with Zhejiang University to develop and produce ultrafiltration membrane technology, the establishment of the country's first ultrafiltration membrane research institute, is the leader of the water purification industry, many years ago, with the kitchen water purifier, Quanlai kitchen water purifier into the national consumer family; Now, Quanlai has launched a "whole-house direct drinking water system" and placed a TV commercial on CCTV, once again becoming a leader in the industry.

Home appliance field: Midea, Midea: I don't want to say much about the influence of the Midea brand, and the Midea brand is well-known throughout the country.

Midea entered the water purifier industry relatively late, and its advantages in brand and channel are obvious. Although Midea's product line is very long, most of them are OEM production, and the market share at this stage is not high.

Industrial zone field: A good water purifier is Lisheng. Reason: Lisheng water purifier is a relatively large enterprise in the domestic water purification industry, and it is also one of the few enterprises that independently owns the core technology of ultrafiltration membrane.

Lisheng focuses on the field of industrial water purification, which is really unrivaled and unmatched by other brands.

At present, the water purifier market is still in its infancy, and the development prospects are unlimited. In order to better grasp and make good use of this development opportunity, water purifier manufacturers and dealers are feeling the stones to cross the river, and how to market has become a key issue. Before 2009, few people had heard of water purifiers, including many traditional home appliance dealers.

However, from 2009 to Pisen, the penetration rate of water purifiers has experienced rapid development, and more and more consumers have begun to recognize water purifiers and install water purifiers. However, the water purifier market at this stage is in the first and second tier cities, and the penetration rate of rural water purifiers is still generally low. The rural population accounts for 60% of the total population in China, and how to carry out promotion activities in rural areas is an urgent matter in front of water purifier manufacturers and dealers.

First, the supporting sales model.

At present, the attraction of a single product to consumers is not enough, the emergence of the overall home, first of all, to bring convenience to consumers, in addition to the combination of marketing for manufacturers, distributors and partners is a sustainable mode of operation, such as cabinets, bathrooms, electric water heaters and so on are related industries. These can be sold in conjunction with water purifiers, and they can all become the consignment points of water purifiers

2. Research and development of special water purifiers for rural areas.

There are some differences between rural groundwater and urban tap water in terms of raw water quality, and it is necessary to develop a water purifier specially designed to solve the problem of groundwater purification. However, it cannot be set too high on the **, otherwise it is not conducive to sales. In addition, a rural self-priming water purifier was designed to solve the problem of no running water in many rural areas.

And in some places, the water quality is particularly bad, and the pre-filter should be designed to protect the long-term stable operation of the precision water purifier.

3. Unique activities.

Campaigns are a common mode of promotion and sales, but if not done properly, they can be counterproductive to the brand image. Therefore, it is very important to be unique, such as buying a water purifier and sending shopping coupons, small household appliances, quilts, towels and other practical necessities for rural life.

4. Promote referrals.

China's rural areas are basically related households, and the neighbors are relatively familiar with each other. You can use the referral model to carry out activities in the rural market, membership system, and rewards for recommendations. You can also install a water purifier free of charge at the village head or village public property office, set up a model water purifier, and match it with corresponding incentive advertisements.

Rural information is spread very quickly, one to ten, ten to hundred, it does not take long to spread all over the surrounding villages, so as to increase sales.

With the continuous development of China's water purifier market, the future rural market will become a must for major water purifier brands. However, the law of market development is: early birds have worms, so the importance of laying out rural markets in advance is self-evident.

First of all, as you said, the promotion of water purifiers is broadly divided into offline promotion and network (online) promotion, but in the case of such rapid development of the Internet, network promotion can produce a very effective input, and similar to this product, the effect of advertorial marketing promotion should be the best, so let's talk about the channels and methods of network promotion first:

2. Methods and Strategies:

1) Strategic overall planning: market analysis, competition analysis, audience analysis, brand and product analysis, unique sales proposition refinement, creative strategy formulation, overall operation step planning, investment and expectation setting.

2) Marketing-oriented :* structure, visual style, columns, page layout, functions, keyword planning, SEO, design and development.

3) Content planning: brand image copywriting planning, product sales concept planning, product sales copywriting planning, investment copywriting planning, product word-of-mouth copywriting planning, news and information content planning, and various advertising text planning.

4) Integrated communication and promotion: SEO ranking optimization, blog marketing, microblog marketing, forum marketing, knowledge marketing, word-of-mouth marketing, news advertorial marketing, ** marketing, event marketing, public relations activities and other viral communication methods.

5) Data monitoring Sundong operation: ranking monitoring, communication data analysis, statistical analysis of the number of visits, visitor group analysis, consulting statistical analysis, in-depth statistical analysis of web browsing, and statistical analysis of popular keyword visits.

Secondly, I will tell you about the daily work of promotion:

Network promotion is to post, send Lu's information, but not every day, but planned, strategic to post, not just blindly post, otherwise, every day is tired, and there is no growth for yourself.

First, you need to choose a theme, choose a platform, set up keywords, understand the psychology of potential customers, and care about the problems. Nowadays, free network promotion, the effect is not great, and it is a daily tired to death, the boss does not know what you are doing sitting in the seat every day, facing the computer, because the boss can not see what information you send on which platform every day, what effect does this information have. 2. How to judge that the transaction is brought about by online promotion?

This one is hard. When a customer sees your message online and then goes to the store to buy it, will they still say which platform the message was posted on the Internet? Even if he sees a message from you on the Internet, he won't say it.

In this way, it is difficult to judge today, when this company pays attention to turnover and sales. So, what are the criteria for determining your assessment for online promotion?

In the end, as long as you follow it, it may be difficult to see the effect at first, but as long as you persist for a long time, the effect is obvious, and promotion is a long-term work, and it is important to adhere to it.

Unlimited business opportunities: However, the development of the direct drinking water machine industry is not ideal, and people still have many vague understandings of the sales channels and market forms of direct drinking water machines. The blank market is preconceived, especially the regional market needs to be developed urgently.

Business opportunity 1: As the pollution becomes more and more serious, people are paying more and more attention to the safety of drinking water, due to the lag in the development of traditional state-owned water supply enterprises and the lack of financial resources, it is difficult to solve the problem of drinking water pollution of urban residents in a short time. In June 2005, the Ministry of Construction promulgated a new "Water Quality Standard for Urban Water Supply" (CJ T206-2005), but due to local financial difficulties, it is difficult to fully implement it in most areas except a few places.

For such a huge system transformation project, it is far from enough to rely on state investment alone, and a large amount of private capital must be absorbed in order to finally solve the problem. As a result, the industry prospects of the water treatment market are very broad.

Business opportunity 2: After years of cultivation of the direct drinking water machine market, the market development tends to mature, the product quality is stable, the production cost is further reduced, and consumers are more and more aware of the quality water supply and direct drinking water. This makes it possible for direct drinking water dispensers to enter thousands of households.

Business opportunity 3: From the perspective of the product market life cycle, there will be high profits and high risks when entering the market too early, high profits and low risks in the early and middle stages, and low profits and high risks in the later stages. The direct drinking water machine market still belongs to the early market stage, and the development of enterprises around the country is uneven, the transparency is low, and it is difficult to produce monopoly brands in the industry.

There are only a handful of similar enterprises, the industry competition is relatively small, and the profit margin is relatively large.

Business opportunity 4: At present, the demand for water purification market is huge, and the upgrading of water purifiers is imminent. The time is ripe for a direct drinking water dispenser to be a replacement product for bottled water.

According to the development experience of foreign quality water supply and direct drinking water machine, it is the best time to cut into the market, and the difference between the best period of high profit return is at least 3 to 5 years.

Business opportunity 5: Our company has been focusing on the water market for many years, established a complete marketing model, and created a strong follow-up support system. This makes the franchisee do not need to feel the stones to cross the river, and can be successful without water market experience and small investment.

Therefore, from the current domestic water purification market, the direct drinking water machine industry is still in the early stage of rapid development, and the industry operation state is in a low-level, low-competition, and extensive state. Investing in this industry is bound to be promising.

At present, our water resources are very polluted, and many people suffer from stones as a result. Drinking water has become a big problem, many people dare not drink tap water in the city, some people even run a few kilometers to go to the mountains to play spring water for health, and now many shopping malls also have water purifiers, but they are more expensive, more than a thousand, whether you can purify water Everyone still has questions about this, so the water purifier is still relatively vacant, and the market potential is relatively large.

For the marketing of water purifiers, first go to the local area to investigate, investigate the local economy, policies, consumer habits, culture and other related factors, and the size of the market potential. If the market potential is relatively large and you can invest, it is best to find some local relevant merchants or distributors and ask them to distribute your products, after all, they know the local situation best and it is easy to open the market for water purifiers.

Water purifiers have been done in China for many years, and there are many enterprises and manufacturers doing it, there is bound to be a reshuffle in the industry, some brands have been doing it for a long time but still standing still, although some brands are just starting out, as long as the business philosophy is right, the road will be wider and wider, so this requires you to have a pair of eyes to find out which one you want.