How to get out of the dilemma in the smart toilet lid industry

Update:04-04-2020
Summary:

The manufacturers of smart toilets have grown from more […]

The manufacturers of smart toilets have grown from more than 30 in 2015 to more than 300 in the past two years. In addition to some large household appliance companies and bathroom companies, there are also cross-border Internet companies and many small workshops on the market. enterprise. In the case of low consumer awareness, some small workshop companies produce some unqualified products for short-term benefit, or some products are sub-charged, which affects the consumer experience of smart toilet products. The unqualified brands spot-checked by the State Administration of Market Supervision and Administration are mostly small enterprises. In this state, large and medium-sized enterprises have unshirkable industry responsibilities. They should pay more attention to product promotion and guidance. In the initial stage of the smart toilet industry, it is necessary for manufacturers in the industry to work together to guide the industry to move forward.

Homogeneous product functions Hidden dangers of price war

Looking at the smart toilet products currently on the market, the functional homogeneity is relatively serious. The products basically focus on basic functions such as warm air drying, automatic deodorization, seat heating, nozzle self-cleaning, female cleaning, buttocks cleaning, etc. With the homogeneity of functions, many enterprises gradually shift the competition of product functions to price competition.

Aowei cloud online monitoring data shows that from January to November 2019, the average market price of the smart toilet split machine online market is 1872 yuan, and the average price of the integrated machine is 3629 yuan. From January to July 2019, domestic brands accounted for 52.2% of retail sales of low-end products, an increase of 17.8% year-on-year; overseas brands accounted for an average of 1,000 yuan, 1,000-1499 yuan, and 1500-1999 yuan There has been an increase, reaching 4.8%, 15.6% and 29.4% respectively. As the price of smart toilets continues to drop, the hidden dangers of price wars have further increased.

During the epidemic, brand competition in the smart toilet market further intensified, and the average price of split and all-in-one machines showed a downward trend. From the perspective of brand participation, the number of integrated machine brands is declining, while the number of separate machine brands is increasing, and the market trend has begun. Offset to split machine.

Haier, Zhimi, and Panasonic have launched thousands of Yuan smart toilet lids. On April 9, Beijing-Tokyo Manufacturing released its smart toilet lid product for only 699 yuan. This smart toilet lid has the functions of instant thermostat, buttock washing, adjustable seat temperature, and nozzle self-cleaning function. At the same time, Beijing and Tokyo made a 299 yuan smart toilet lid on JD.com.

Regarding the impact of the entry of these low-priced products on the industry, Tian Yali, general manager of Aowei Cloud Health Appliances Division, believes that "low-priced smart toilet products will inevitably seize market share in other price segments, and companies will certainly respond to the market. Follow the trend to launch corresponding competitive products, and finally enter the price war. In this way, the good side will attract some potential consumers to experience the product, bringing a certain degree of product penetration, the market share will increase over the same period, but it will still overdraw brand profits in the long run. . "

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