February 2009 brand sanitary market research report

Published: 16 May 2009 18:37:35

By February 2009 the market sanitary brand, product concerned about a series of survey research center Soufun home think, the overall market brand to occupy the top ten sanitary concerns the market share of more than half, 36 percent growth the previous month, Central , the top ten brands, domestic brands showed strong momentum, Wai-tat, Wrigley dominate; regional markets seven regional sanitary markets, north, east and south China's concern about these three areas a higher proportion of aggregate to achieve the overall 75% of the market.

(1), and conclusions of one sample, the survey sample:

Home Research Center in February 2009 on the Chinese domestic brand industry conditions surveys, one of the market brand sanitary survey, including basin, bath, water closet, sanitary appliances and sprinkler head five product markets, involving a total of 243 brands, with a total effective sample of 297,825 copies.

2, findings:

By February 2009 the market sanitary brand, product concerned about a series of investigations, the conclusions are as follows:

The market as a whole: to occupy the top ten brand sanitary concerns the market share of more than half, 36 percent growth in Central last month. The top ten brands, domestic brands showed strong momentum, Wai-tat, Wrigley dominate; regional markets: the seven regional sanitary markets, north, east and south China's concern about these three areas a higher proportion of a total of 75% of the market as a whole.

Market segments:

※ Basin markets: benefits up to a single show; ※ bathtub Market: Kohler lead Huida; ※ water closet markets: the top three brands ranked impregnable; ※ Bathroom appliances market: the Big Three market share, AO Smith has great potential rise; ※ leading sprinkler market: the multi-cracks at the market share.

(B), 1 bathroom market research brand. Overall brand pattern of the top ten brands was 49 percent of the market's concern, there is a substantial increase from the previous month, and the remaining 233 received 51% of brand attention. The top ten brands for the benefit Tatsu, Wrigley, Kohler, TOTO,, American Standard, Ya-ting, Anwar, Apollo, musician.

2. Huida top ten brands, Wrigley dominant

The status of the weather has turned warm, sanitary enterprises start adjust business strategy, and many well-known brands have begun to put marketing positions from the media terminal retail ads were transferred to the Internet, more effective, more focused brand and consumer interaction. Show an independent foreign brands of the market situation will be improved, a number of local brands such as excellent benefits Tatsu, Wrigley, and so graduallyhair, and on a large scale investment in marketing, pay attention to in order to create a people-oriented experience overall sanitary way, the Kohler, TOTO, such as foreign market share will decline.

Concerned about the ranking, from the brand this month, the benefits lead Tatsu obvious concern to the proportion of 21.94 percent to become the most talked about bathroom brands in the basin and water closet has a strong market competitiveness. Wrigley to occupy the second place ranking, was concerned about the proportion of 15.84%. Kohler and TOTO ratio near two major brands of concern, namely 12.91% and 11.09%. Constitute the three giants bathroom industry is currently the second echelon, is well-matched, the technology race between them will become more intense. The concern of other brands in the proportion of 8 percentage points within, American Standard, Ya-ting the proportion of brands such as concern about the difference between the 22, less than 1 percentage point.

Overall, China Bathroom market competition pattern, Huida still dominant, the second camp from Wrigley, Kohler, TOTO occupied by the three major manufacturers, the concern of the three degrees at between 11% -16% . The third camp occupied by other manufacturers, concerned about the ratio at 8% or less. This shows that the market showing a sanitary one strong leader, warlords and from the competition.

With the month on the top ten brand sanitary attention compared to the previous six ranking brand stability, the cumulative market share unchanged, Ya-ting and musician list are brand new.

3. Five brands of concern analysis of market segments

Five brand sanitary market segments in the implementation of competitive differentiation. Concern at the highest Huida basin and water closet clear market advantage, the market more competitive, are concerned about more than 23 percentage points, but the shower head less than the second largest market, Wrigley, Wrigley in the water closet, shower head the market with outstanding performance; Kohler bathtub main market, the first to occupy the market. TOTO and Kohler segments concern the contrary, the water closet at the market and compete for market Huida the first place, but the market just passable in the tub. at all concerned about the sanitary market segments suffered more balanced, there is no main market.

4. Analysis of regional concern

Data show that the seven regional sanitary markets, north, east and south China's concern about these three areas a higher proportion of a total of 75% of the market as a whole. One of the concerns in North China the highest proportion reached 37%. Huadong region there is concern about the relatively large proportion of rising concern was the proportion of 29%. Although concerned about the proportion of southern China dropped slightly, was concerned about the proportion of 9%, but a huge potential market, many Chinese and foreign brands to enter the ready room for development, well-known brands will gradually become the mainstream.

The remaining four areas of common possession of nearly 25% of the market share concerns. One of the Northwest and Northeast regional markets concerned about the ratio of close to 7 percent of the northwest by the secondary market enterprises gradually attention has improved consumer concern; central concern than a high proportion of the southwest 1 percentage points, respectively 6% and 5%.

Bathroom brands from the top ten provinces and municipalities concerned about the distribution, the cumulative proportion of concern more than 73%, one of concern about the proportion of Beijing than other cities, to 14.98 percent the proportion of top concern, Beijing market has become the vital importance bathroom brands. Jiangsu Province in east China are the representatives of four percentage difference, ranked second; Guangdong, Zhejiang and Shanghai, the proportion of attention at between 7% -10%. And Shaanxi provinces and municipalities concerned about the low percentage of land-locked bathroom enterprises should open up 23 of the terminal market will not only help alleviate the city's sales line pressure, but also conducive to business in the future evolution of the financial crisis to reduce the risk.

5, sanitary concern Products

6, the breakdown of the market brand, product analysis concern

(1), basin analysis concerns a single Huida

Top show from the brand, the benefits amounted to 23.12% of the concern about the proportion of the market dominating the basin concerned about the winner, and although the benefits Tatsu's brand awareness and brand reputation in the basin are all numbered, but benefits are still committed to Tatsu to enhance brand image and product promotion and publicity efforts. During the Chinese New Year took the lead in online media advertising, making Huida occupy near bathroom near 3 into the market share of attention,impregnable status. Kohler concern to the proportion of 16.32 percent, followed by technology warfare are Kohler bathroom to open up the market nirvana commands. Located in the third and fourth of TOTO, the proportion of near Wrigley concern, namely 11.86% and 11.61%. Musician, is still high, Anwar and others concerned about the ratio of six major brands of less than 9%.

Can be seen at a bad economic situation, low-priced promotion strategy, cost-effective domestic brand more consumer concern, with foreign brands at a place of competition.

Products of concern basin analysis:

(2), bath concern analysis

Kohler lead Huida

Bath market, Kohler Huida quarter to 23.85 percent the proportion of superior concern. with abundant product lines cover different consumer level, and to sit tight in the high-end low-end of tilt, making products to receive higher levels of attention. Tatsu of the benefits the second sub-account for 14.14% of the attention. English, American Standard and Wrigley concerns about the same proportion, one of English by virtue of its a new product "bathtub YJ-326" jumped concern the third list, the strength can not be. The third echelon of TOTO,, Anwar and the musician have been concerned about the decline in the proportion of the previous month, the Apollo brand name for the new list.

Product Analysis bathtub concern:

(3), concern about the analysis of water closet

Ranked the top three brands impregnable

Data show that water closet at the pre-market brands Sanjia impregnable position, the former top ten brands in addition to Anwar, a promotion, musician, new list, the other big brands ranked 8 translocation did not happen. Huida media with great fanfare at the strong brand value of publicity to attract the concern of many consumers to take nearly 3 percent of market share, far ahead of other brands, concerned about the sharp increase of the proportion of 35%. TOTO's concern about the proportion of 14.65% at Tatsu benefits before dwarfs. Wrigley concern than the ratio of two percentage points to rank third on the bad. The top three brands concerned about the cumulative proportion of 53.81 percent, suggested the market to occupy half of the second Sino-US Army Corps standard, Kohler,little change in the proportion of brand concern, ranking stability.

Products of concern seal analysis:

(4), sanitary appliances concern analysis

Big Three market share, AO Smith has great potential rise

Bathroom appliance market as a whole, the AUPU to maintain its leading position, but concerned about the ratio continued to fall, this month, concerned about the ratio of 21.13%. AO Smith ranked this month climb a small swan relegated to third place. Subsequent major brands concerned about narrowing the gap, Panasonic, and to the rate of ten thousand and was a stalemate of power, are concerned about the ratio of about 9%. The third echelon of the United States, and Op and start-upsbrand Feng concern at the proportion of 2% -5%, and with attention to the difference between first and second echelons of the larger, enterprise product marketing should increase awareness and expand influence.

Sanitary appliances concern analysis

(5), the leading concern sprinkler Analysis

Multi-cracks at the market share

Top view from the brand, the brand divided equally between the hydrants and sprinkler market, was the multi-cracks at the situation. Concerned about the ratio of the top three brands are at 12% of 22 was less than 1 percentage point, of which Accor-ding to a slight advantage rose from the seventh month on the first of this month, Kohler 0.4 percentage points to second place, nine, followed by animal husbandry. Huida ranking has not changed, but the proportion has increased concern, the subsequent Hansgrohe, American Standard and TOTO concern at the proportion of 8% -11%, and ranked ninth, tenth of Gaines, was rather to Tatsu , new brands, seven percent were competitive.

Leading Products attention showers analysis: