At present, the influence of overseas brands in the domestic market is mainly the products of Taiwan Province Province, the United States and South Korea, and the products provided by enterprises in Taiwan Province Province and South Korea are close to the water environment and consumption habits of the mainland. At the same time, the industrialization process of Taiwan Province Province and South Korea is ahead of China, and the initial development stage of its civil water treatment market is basically similar to the current domestic demand stage, which basically carries and continues the product progress model of these two places in product form.

(At present, enterprises including Io Smith have also entered the terminal water treatment market through OEM water softener project and entered more types of terminal water treatment products, but there is still a lack of significant behavior in the domestic market. We will not discuss it for the time being, but only explain the following targeted enterprises. )

1) Korean enterprises

Korean products have always occupied a high-end impression position in Asian consumers' cognition because of their excellent quality, but their share in domestic sales is very small and their prices are relatively high. The positioning of high-end consumer groups is one aspect. In addition, they are not familiar with the characteristics of the domestic market, act cautiously, and are not authorized to use mainland managers. At present, the Korean brands entering domestic sales are mainly Jinxiong (which has acquired Han Shi companies with good performance in the mainland market), and most of the others are newly-built Korean brands in China or traders of some Korean product parts introduced from managers of Korean-funded enterprises, such as Sida and Han Xin.

Han Shi

(At present, it has been acquired by South Korea's Jinxiong Company, but its early influence is still relatively sustained in the industry. )

Tianjin Han Shi Co., Ltd. is a water purification product and water treatment equipment company established by Han Shi Group in China in August 2008, with the postcode of 1998. Its products cover many industries and fields, mainly including the production of reverse osmosis membrane, RO direct drinking machine, textiles, digital technology imaging products and fiber film magnetic materials.

Hanshi came to China at the end of last century to explore the market of direct drinking water products, but its main business field is not direct drinking water products, but the market expansion of reverse osmosis membrane. Through the development in recent years, its domestic market share of reverse osmosis membrane modules has steadily increased, and its position in the domestic market is second only to Dow. Its direct drinking water products, based on the manufacturing advantages of reverse osmosis membrane, are slowly promoted in the domestic market, with slow growth and annual sales hovering between1000-20 million. The main business model is the city authorized exclusive agent distribution model, concentrated in the northern part of China. The channel structure is simple, and both traditional wholesale channels and modern channels have emerged. Most agents take group purchase, small direct drinking water projects and other direct sales modes as the main sales methods, and some agents have specialty stores. Most of their agents rely on quality advantages and high prices, and sell in the high-end special channel market through direct sales mode, which lacks bright spots and brand advantages in China. However, they still won a good reputation in the industry by virtue of the good quality of the whole machine and the extension of the reverse osmosis membrane manufacturing brand.

However, in mid-2008, Han Shi was acquired by Jinxiong, the first water treatment brand in South Korea. After the acquisition, South Korea did not take a serious attitude towards domestic distributors, which led to the collapse of the original market system and the prospect of cooperation was not optimistic.

Xiong Jin Cowell

Founded in 1989, it is the largest manufacturer and seller of direct drinking water products in Korea, with more than 3 million consumers in 2005. It is also the best brand of direct drinking water products in Korea, accounting for 60% of the market share in Korea.

The product line is wide, in addition to direct drinking water products, there are also softened water, toilets, air filtration and other products. There are many kinds of direct drinking water products for civil use, with perfect product development paths such as product design, mold development and product manufacturing. Product manufacturing has a high degree of mechanization, advanced manufacturing technology and management, so the product quality has always maintained a high level, but the product price is high, which is the object of imitation by many enterprises such as South Korea and Japan, and also occupies a high position in the Japanese market.

Although it has a good performance in the Korean market, it is difficult to move here because of the uniqueness of the mainland market. Its first test on the mainland should not be successful. After the merger with Han Shi, its development trend is not clear. At present, many distribution agents in Jinxiong are depressed, and this Korean first brand enterprise may not get much share in the China market.

Then in 2008, it was reported that Jin Xiong and Haier set up a research institute. From a certain point of view, it should want to use Haier's domestic market advantage to expand in the mainland market, while Haier should want to cooperate with Jin Xiong to master technology, and then cut into the industry with the advantages of capital and channels.

2) Taiwan capital

The earliest enterprise groups that entered the direct drinking water product industry in Chinese mainland only followed the enterprises from Taiwan Province to the commercial and residential people in mainland China. Just like the bottled water just entered the domestic market, the consumption of foreign-funded enterprises was leading, which eventually triggered the development of the domestic bottled water market. The introduction of Taiwan-funded direct drinking water products into the domestic consumption field first created the first batch of domestic manufacturing enterprises in this industry. Although Taiwan-funded enterprises entered the domestic market earlier, none of them grew into leading brands, which was limited by the narrow market positioning of Taiwan-funded enterprises. Moreover, most enterprises started from OEM without domineering brands to lead the market, which also showed their weak marketing ability.

Zongxin

Zongxin Enterprise (Taiwan Province Province) Co., Ltd., founded in 1980, is a professional company that designs and manufactures water treatment equipment such as reverse osmosis water purifier, ultrafiltration water purifier, industrial ultra-pure water equipment and small ultra-pure water purifier for laboratory use.

From 65438 to 0995, Kunshan Zongxin Machinery Co., Ltd. was established in Kunshan, Jiangsu Province, which is one of the earliest manufacturers of direct drinking water products in China. Direct drinking water products are mainly based on reverse osmosis water purification technology, and household under-cabinet water purifier is the main force of its product line. The manufacturing technology is not high and the core components are outsourced. It is a manufacturing enterprise, good at assembly, but has the advantage of reliable quality. At present, Zongxin is mainly engaged in OEM in Chinese mainland, and over 80% of the small water purifiers, water purifiers and filters produced by Kunshan factory are exported.

Kangfule (Yitai)

Yitai Company was established in Pingtung City 198 1 Province, Taiwan Province Province. At first, it mainly produced plastic products for famous foreign brands. Kenflo's products are all over Europe, the United States, Japan, Southeast Asia, Taiwan Province Province and Chinese mainland.

Yitai set up a factory in Nanjing, continuing the route of OEM plastic products of famous brands in Taiwan Province Province. As a brand of direct drinking water products owned by Yitai, Kangfule is sold in Chinese mainland market, and its products are mainly assembled and imported from Taiwan Province Province. Direct drinking machine products are only a negligible part of its product line. The main marketing mode is factory direct wholesale, and the sales organization is simple. There is no special marketing team, and it is mainly positioned as a supplier of direct drinking water products and accessories. It is worth mentioning its plastic pressure barrel (precision moisture-proof and pressure-resistant storage barrel) and plastic pipe joint. Among them, Yitai plastic pressure barrel, as the main component of water purifier, is in a leading position in the industry segmentation of China market.

3) Europe and America

Everpure (love HP)

Aihuipu was founded by Mr. c.b.oliver on 1933, which is one of the largest and most professional water treatment plants in the world. Aihewp provides water purification equipment for airlines all over the world, as well as thousands of civil airliners, beverage factories, marine shipbuilding, oil drilling, chain restaurants, chain convenience stores, homes and offices. Its main customers include McDonald's, 7-ELEVEN convenience store, United Airlines and Disneyland.

Its product line is clear and clear, and it adopts compact high-performance composite filtration technology, which solves the industrial problems of complicated waterway and difficult installation. The overall design of its products is exquisite and its safety performance is highly guaranteed.

It has a good performance in China market, especially in some regional markets. For example, Jiangyin, a small county-level market, has an annual sales of about one million, which shows that Aihewlett-Packard has obvious advantages in relying on product strength, but it has not formed a dominant leadership advantage in the overall market. In 2004, it was acquired by Pentair, the largest water treatment company in the United States, and the uncertainty increased.

Culligan (Marcus Annaeus Lucanus)

Established in 1936, the old American brand of direct drinking water has a high market awareness and share in the domestic water treatment market in the United States.

Culligan is an all-round development in the field of water treatment, and its market is positioned in the domestic market. According to the domestic water treatment demand, Culligan has developed more comprehensive water treatment products, including pure water (reverse osmosis), purified water (ultrafiltration), soft water and so on, which further defines the comfort and enjoyment of the whole family life, and thus extends to air products, such as air fresheners. This model will play a leading role in China's future market.

Culligan's model in China market has fully reflected Culligan's intention, and Culligan can be said to be perfect in terms of technical service, consultation and perfect product functions.

Yikou

American Yikou Water Purification Company was established in 1925, and applied for registration of the world's first water softener in 1925.

Yikou's product line is divided into two parts: soft water and direct drinking water, among which soft water equipment belongs to the core business field, and the market route in the field of water treatment is to be broad and refined. It is precisely because they are committed to the development of intelligent electronic control (intelligent multi-way valve system) and other technological innovations that the efficiency of water treatment equipment has been effectively improved and their position in soft water products has been established. Its direct drinking water products are aimed at different ages of families, and different series of products are developed, such as products aimed at children, the elderly and other users at different levels.

2. Domestic brands: emerging brands and traditional home appliance brands.

Domestic enterprises began to intervene in the 1990s, and under the guidance of overseas brands, they began to imitate and gradually stepped onto the front desk. Although there is a huge gap in technology, manufacturing and management, the flexibility of local operation and the advantage of having labor costs in the domestic market have given domestic brands huge room for survival and development. In recent years, we can see their momentum in the lead in output, but it is often beyond our power to develop for a long time and grow into a healthy leading brand.

1) Emerging brands

Sheng Li

Li Sheng Enterprise was established in 1992, focusing on the research, development, production, promotion and application of ultrafiltration membrane technology. Is a collection of water treatment technology research, ultrafiltration equipment manufacturing, sales and service in one enterprise. There is a large ultrafiltration membrane production base in Hainan, the largest special economic zone in China. Li Sheng products take ultrafiltration membrane and Li Sheng water purification ultrafiltration machine as the core, which are widely used in drinking water treatment, industrial water treatment, substance concentration and purification.

In the field of direct drinking water products, the product line is divided into two positions, one is a water purifier represented by reverse osmosis technology and the other is a water purifier represented by ultrafiltration technology. At present, the ultrafiltration products represented by Li Sheng enterprises are in the domestic market. Headquartered in Shenzhen, the company's marketing is the first product to enter the modern professional K/A channel in the field of household water treatment, and it has its presence in commercial department stores in many cities in China. In recent years, he has entered the professional K/A stores of building materials, household appliances and department stores.

The simple structure of civil products (unipolar ultrafiltration filtration), although cheap, is not beautiful, because of the lack of pretreatment, it can not remove basic pollutants such as residual chlorine, and its service life is greatly shortened (even with backwashing configuration), which is out of the effect range of direct drinking and can only be used in clean water. However, the lack of vertical water purifiers assisted by other media filtration materials is slightly insufficient in providing solutions, which makes the market even more embarrassing.

Jianite

Garnett pure water equipment co., ltd was established in 1999, specializing in manufacturing reverse osmosis pure water equipment and accessories for families and enterprises. Garnett has seven brands, many of which are junk products, which completely hit the market at low prices. Quality is difficult to guarantee, and some brands have been killed.

Garnett's brand awareness in the industry is attributed to his wholesale and manufacturing policies, and his product line focuses on reverse osmosis products under the cabinet. Garnett helped many new OEMs in the industry to expand their scale and hit the market with the sword of price, because the low-price strategy led to many problems in product quality. In addition to wholesale in the domestic market, export is also its main income, and its products are exported to Europe, America, the Middle East and Southeast Asia.

Garnett takes its low price as its core product, but in 2007-2008, the price of raw materials rose rapidly, which seriously squeezed the profit space of enterprises, and the development of enterprises encountered an unprecedented crisis.

Shuiguanjia

Water Butler is a brand founded by a joint-stock company with Fudan University, Shenhua Group and Shanghai Venture Capital Company as the main investors, and entered the industry earlier.

The product line of water housekeeper mostly adopts multistage microfiltration technology, which is quite innovative in appearance. It is also the earliest enterprise in China to use LCD filter life, because its fourth factory promoted earlier and focused on developing the Shanghai market. At present, the brand of water housekeeper ranks first in the market share of direct drinking water products in Shanghai. According to its announcement, the number of customers currently served is 6.5438+0.2 million.

The water housekeeper's direct drinking water products are widely accepted because of their unique highlights in technology and fashion elements. Its marketing model was first in the form of direct stores, and in the late 1990s, when the media cost was relatively low, a large number of TV advertisements were put in, which opened up enough space for the brand awareness and subsequent market expansion of the water manager.

However, the gorgeous technical packaging of the water housekeeper's products can't cover up the inner emptiness. Many products only make a fuss about simple microfiltration, and the internal product structure is too complicated, which brings some troubles to maintenance. In addition, the weakness of Shanghai enterprises in expanding the national market can only be called regional brands.

Yilan Huamei

Beijing Huamei Yilan is a newly developed brand, headquartered in Beijing, and also borrows foreign identity to create momentum. Huamei Yilan's product line is chaotic, including water purifiers with reverse osmosis technology, water purifiers with ultrafiltration technology and soft water products. As long as the market is basically available, it is typically large but not refined. Its products are mainly produced by OEM, and many products come from Zhejiang.

The marketing mode of Huamei Yilan is mainly direct sales, and other areas outside Beijing also adopt the agent method. In some areas, through the efforts of agents, some achievements have also been made. At the same time, Huamei Yilan also undertakes water treatment engineering business. However, with the gradual development of the market, the direct selling model of Huamei Yilan is becoming more and more difficult, and its high price and after-sales problems have become the main obstacles to its development. Relevant news shows that the market of Huamei Yilan has obviously shrunk, and enterprises are also facing a critical period of development. At present, many of our customers are transformed from the original direct sellers of Huamei Yilan.

There are also regional enterprises such as Quanlai and Jinliyuan, which have also performed well in some areas and stainless steel water purifiers and public drinking fountains.

2) Zhejiang Department

Zhejiang is the most concentrated manufacturing place of direct drinking water products industry, with many large and small manufacturers, and the marketing model is mainly wholesale and foreign trade. Zhejiang here refers to the area from Hangzhou to Cixi, Ningbo, and it is also the area with the most concentrated direct drinking water products in China. Cixi, Zhejiang mainly produces small household appliances. Many towns and villages have many factories, and 80% of domestic drinking fountains come from here. As a kind of water appliance, direct drinking water is similar to drinking fountains, and the inertia advantage of foreign trade export has made this area a manufacturing base of direct drinking water products.

Starting from imitating the "under-the-counter" reverse osmosis pure water machine in Taiwan Province Province, the manufacturing enterprises here have grown year after year. More importantly, their parts manufacturing industry has formed an industrial chain here, from pre-treated microfiltration membrane and activated carbon to filter shells, digital displays, shells, metal parts and labels, which laid the foundation for the whole machine assembly of direct drinking water products here. The product brand here is characterized by reducing the cost in exchange for the price advantage, and has also obtained OEM opportunities in foreign markets.

In terms of product types, through years of assembly and processing, the conventional reverse osmosis products under the cabinet have gradually matured, but they are all limited to imitating simple molds, and are not mature in areas with slightly higher technical content, lacking innovation and fine products. In the integrated cold and heat machine, they are only modified on the basis of the original water dispenser, so it is difficult to make fine products, and hidden dangers often appear.

Through orders from foreign trade and domestic wholesale channels, we have created a number of brands in the industry, such as Wan 'ai, Runxin, Ding 'an, Qiangbo and many other enterprises have followed suit recently. However, there are few enterprises in the region that have developed into a brand model because of the experience model. This thoroughly remoulded practice lies more in the change of thinking at the decision-making level and the support of human resources. Fortunately, Abbott has broken through these restrictions.

3) Phoenix water production

Phoenix Water Supply Company, a controversial and influential brand, began to set foot in the direct drinking water industry in 2000. An enterprise in a prefecture-level city in Jiangsu Province once created many miracles in the direct drinking water industry.

200 1 is the time when Phoenix Water Company began to become famous in the market. Through a series of market operations, it has set off a heat wave in the domestic direct drinking water product industry, and won the favor of many merchants in a short time by franchising. In the most prosperous year of 2003, there were 200 agent cities, all of which had terminal stores.

Phoenix Water System held the national symposium on healthy drinking water for urban residents for the first time in the domestic industry, and introduced the concept of service marketing for the first time. Its various promotion models are still the models that many businesses are learning. With the change of the direction of decision-makers in 2004, the pace of progress began to slow down, which brought about the retrogression and shrinkage of the market.

4) Traditional home appliance brands

Qinyuan

Ningbo Qinyuan was established in June, 1998. Is the first inventor and manufacturer of special water purifier for drinking fountains. In 2005, it was rated as a high-tech enterprise of the National Torch Program. Is a professional design, development, production, sales of water purifiers, water dispensers and other products, and set up two major business divisions of water purifiers and water dispensers. At present, it has formed an annual production capacity of 5 million water purifiers and 3 million water dispensers. There are more than 60 varieties in six series, and the products are exported to more than 50 countries and regions such as Europe and America and more than 300 cities in China.

Qinyuan has achieved the market leader position in the field of special water purifiers for drinking fountains, and started to advance to a higher level of direct drinking water products. At present, its market channel is being promoted with the help of modern channels of water purifiers. The market performance lacks the vigorous development of the water purifier market in that year, especially the lack of authorization and trust of the founders. The core of the market is still in the field of water dispensers. The direct drinking machine plate has not been greatly improved, and the team has also changed a lot.

However, judging from the current market performance of the whole industry, Qinyuan has recently shown a relatively obvious development momentum. At present, the channel construction is relatively formed, and the sales volume is also growing rapidly. In 2007, Qinyuan claimed that the total sales volume was 50 million, but it should actually be 35-40 million, mainly in the domestic market, which was relatively remarkable; Then by 2008, Qinyuan's annual sales target is to break through the 1 100 million yuan mark. Looking at the development trend this year, it should be said that there is not much suspense.

beautiful

Midea's brand value and market share are the top three enterprises in China, including the market share of small household appliances such as drinking fountains. Midea announced its involvement in the direct drinking water product industry in early 2003. Initially, it was mainly branded under the Ministry of household appliances. Although it has good brand extension value, it is not ideal in the marketing of direct drinking water products. Its products closely follow household appliances in some modern channels. Due to the lack of effective marketing strategy, professional training system and necessary market communication, the whole terminal has not achieved the expected effect, and the brand products are also unstable.

Both products and marketing need perfect tension to push the market forward. Midea obviously realized that the product strength could not be solved by itself in one day, so in early 2007, it announced a high-profile cooperation with Korean company clear lake, with a view to marketing the China market with the help of Korea's perfect product line, and formed a new team. However, the high-profile expected goal is not symmetrical with its various resource reserves in the industry. After more than a year's development, it should be said that Midea has absorbed new ideas and consciousness on the basis of summing up past experiences and lessons, and achieved a better development pattern. On the basis of the sales volume of about 30 million in 2007, according to the current performance, the sales target of doubling this year can undoubtedly be achieved.

angel

This is also an old-fashioned water dispenser enterprise located in South China. The market has been in a state of decline in recent years. Since the team of the company's "legendary" figure Jiang Dingshan left, it has even declined, and the brand effect is just an empty shell.

Angel started from bottled water, and later developed drinking fountains and reverse osmosis equipment. Its special distribution channel model has a good performance in the water treatment market all over the world, and the brand impression of Angel's water treatment products and water dispensers has been deeply precipitated among consumers. In the early stage of the development of direct drinking water products industry, Angel did not catch up, and the agency channels all over the country were borrowed by other brands. For this reason, Angel began to assemble an all-in-one machine on the basis of the water dispenser in the past two years. However, due to the complexity of its internal organizational structure, Angel only showed the intention of occupying land and did not want to go all out. At present, its marketing is limited to the South China regional market.

Performance of other enterprises

At present, more traditional household appliances industries are also involved in the terminal water treatment industry through various forms, such as Rongshida, Meiling, Smythe and other enterprises entering the market through OEM; Longmu and Tiqi in Ningbo are also operating water treatment projects; Haier and Jin Xiong set up a research institute, which does not rule out the possibility of entering the terminal water treatment market; According to the news, companies including Shuaikang and Oupai will also enter the terminal water treatment industry; It can be said that at present, it is precisely because of the huge market opportunities in the terminal water treatment industry that many enterprises have started or are ready to intervene in this industry, but at present, there are not many performances in the market, so I will not elaborate here.