Water, along with all aspects of people's life. Last year, the novel coronavirus pneumonia epidemic increased the awareness of safe water use for all, and provided new space for the further popularization of clean water products.
With the effective control of the domestic epidemic, people's clothing, food, housing and transportation gradually return to normal, and the impact of the water purifier market also ushered in an accelerated recovery this year. According to the third-party data, since the beginning of the year, China's water purifier market has been booming. In the first quarter of 2021, the retail volume of water purifier market reached 4.18 billion yuan, an increase of 41.6% year on year, and the retail volume reached 1.934 million units, an increase of 32.3% year on year.
In this regard, industry analysts said that although this year's water purifier market accelerated recovery, but in fact, the dividend era of water purifier market has receded. Because on the whole, the water purifier industry has ushered in an inflection point in the second half of 2019, and then the industry scale began to decline, and the industry reshuffle intensified. By 2020, with the additional impact of the epidemic, the industry's downward trend will continue to increase.

Compared with the special period, the scale of water purifier in the first quarter of 2021 does show a considerable positive growth. However, compared with the normal year, the retail volume of water purifier in the first quarter of 2021 decreased by 16.7% in the first quarter of 2019, indicating that the overall water purifier market is still on the decline. Specifically, in terms of channels, under the impact of the epidemic, online shopping has the advantage of non-contact and safer, becoming the best choice for consumers. According to the data in the first quarter of 2020, the online market share of water purifiers exceeded 49%, and with the effectiveness of epidemic control, the online market share of water purifiers fell back to 27% in the third quarter of 2020. As of the first quarter of 2021, the online market share of water purifiers is 44%. On the whole, although the off-line market passenger flow recovered significantly in the first quarter of this year, consumers have formed the habit of online shopping, and the overall flow is constantly inclined to e-commerce. Online shopping is the general trend, so it is more and more important to grasp the online channel of water purifier. In terms of brand structure, the current online market brand concentration is relatively low, and the waist and tail brands have a large space to play. The offline market is in a weak period after the epidemic, and the brand share is accelerating to the head. According to Ovi cloud data, the proportion of top 5 brands in the online market of water purifiers in 2019-2021q1 dropped from 59% to 56%, and the proportion of top 6-10 brands increased significantly to 21%; In the offline market, the proportion of top 5 brands has continued to rise to 80%. It is worth mentioning that with the gradual retreat of the era of water purifier dividend, the personalized market segmentation of products has become increasingly prominent. At present, RO reverse osmosis products are most in line with the current drinking water demand of Chinese people, and the market scale is growing rapidly. The online and offline penetration rate of RO reverse osmosis water purifier is as high as 95%. With the upgrading demand of maternal and infant population and quality population for health, taste optimization and obtaining beneficial minerals have gradually become people's advanced demand for water purification products, and the industry is constantly exploring the best technology to remove heavy metals and retain minerals. According to the third-party data platform, the retail sales of water purifiers may reach 11.48 billion yuan in the first half of 2021, a year-on-year increase of 25.4%, and a decrease of 17.1% compared with the first half of 2019; The sales volume may reach 5.213 million units, up 20.1% year on year and 2.0% compared with the first half of 2019.