Analysis of three major marketing trends in water purifier industry

Water purifiers are the product of the development of the times. As a new industry in China, the development prospects are very impressive. The industry awareness of water purifiers has been rapidly strengthened since 2013, with a growth rate of 79.6%. In 2014, it was 67%. In the first quarter of 2015, the growth rate was higher than 50%. It is estimated that the sales in 2015 will be 19 billion (12.1 billion in 2014).

The development of the water purifier industry in China has a history of more than 20 years. With the serious pollution of water resources in recent years, diseases and hazards caused by water pollution have occurred from time to time. Healthy and safe drinking water has attracted more and more attention. People’s awareness of healthy drinking water has also increased, and water purifiers are now generally recognized by many people and have gradually entered the lives of people. The market demand is large, and water purifiers are described as “another air-conditioning product”. "The last piece of household appliances in the 21st century" and "will form a market scale of 300 billion in the next five years." Under the huge market prospect, the number of water purifier companies in China has increased dramatically. There are domestically-professional brands represented by Quanluo, Jingquan, Liyuan, and Angel, as well as the likes of Midea, Haier, Simu, Sun Rain, etc. Representatives of cross-industry brands; also attracted 3M, Dalton, Aihuipu and other imported brands represented by the Nuggets water purification industry.

The author visited the market survey found that home appliances store water dispensers gradually replaced by water purifiers, its increasingly fierce market competition, and constantly tend to white-hot stage, this time marketing is particularly important, the new marketing will become the future of water purifier industry The focus of development. The following are the three major marketing trends for the future development of the water purifier industry for your reference:

Marketing Trend 1: Innovation

The times call for innovation and the market calls for innovation. Innovation is definitely the most critical factor in marketing success. Why are so many water purifier manufacturers unable to get up or go out? It is often because marketing ideas are not enough. There are too many copycats, imitators, and reference tools to make consumers feel tired. Marketing innovation includes many aspects, including product innovation, promotion innovation, channel innovation and price innovation. However, to achieve marketing goals, we must begin with the innovation of marketing concepts. The innovation of marketing ideas determines the direction and direction of marketing innovation. It is the level of marketing retreat. The real activity of marketing innovation lies in marketing creativity. Creativity it may only come from an inadvertent thought, it may be inspired by a certain eroticism. Marketing needs more systematic and comprehensive. It requires us to have the most avant-garde and accurate information on the market; we need to pay attention to the competitors' every move, always stand at the consumer's point of view, and even need us to see the entire water purifier industry change in the world. Comprehensively innovate and integrate marketing methods to impress consumers.

Marketing Trend II: Differentiation

Differentiation enables consumers to be impressed with your product in a multitude of similar water purifier products, leading to the occurrence of purchasing behavior. Differentiation is the essence of marketing. The existence of marketing is to reflect differentiation. Many water purifier industry people will ask, the products are the same, the use is the same, how to do differentiation?

From a product perspective, products are divided into five layers: core interest levels, tangible product levels, desired product levels, extended product levels, and potential product levels. The level of product core interests is relatively stable, and there is little possibility of making a fuss. There are many places where innovation can be done at other levels. Including products: quality, features, styles, trademarks, packaging, quality, ease of use, features, and mainly to help users better use core benefits and services and value-added services.

In terms of other marketing innovations, the wide appeal, channel design, pricing mechanism, media, content, and advertising carrier can all be innovative. Finding a different path is not a small innovation. Even the magic master Liu Qian began to use magic to the extreme when he started his magic show in 2000. From the clothes to the performance occasion, to each line of the line, it was revealed to others that it was different from others. It was also an innovation. .

Marketing Trends 3: Focus

Focusing on marketing is difficult for many people to accept. This is a manifestation of the nature of greed. The essence of focused marketing lies in the stability and focus of the product.

The concept of focused marketing is that consumers can remember very little. If you do not repeatedly tell them about your products and ideas, they will soon forget your brand. The current economy is an eyeball economy, and only eye-catching things will attract people's attention. Only by repeating many times can people remember that the best way is to ensure that brands or products are presented to consumers at all times. For more than a hundred years, Coca-Cola has devoted much of its energy to the classic Coca-Cola to ensure that Coca-Cola’s centennial brand does not fall. The hundred-year-old shop survives this way. The focus law cuts down the brand influence of competitors to a certain extent, and can best enter the mind of consumers. The farmers market knows that one block is selling vegetables, and one block is selling clothes. People just have such knowledge. In the final analysis, focused marketing can occupy the consumer's mental model for a long time, and it is not easy to generate attention.

A professor at the Shenzhen Graduate School of Tsinghua University appreciates Jumei Premium Products and Good Luck. It is also an Internet merchant who does not rely on Taobao to imitate it. It is simply to do a piece of Taobao's business: cosmetics and leather shoes. Now they do a lot more than many Taobao sellers. The same is true of our water purifier industry. We must concentrate on the field of water purification and continue to innovate new products. Come to meet the needs of today's consumers. In today's social market economy, who can take the lead out of the economic downturn, follow the marketing trend, and do the most important marketing innovation, differentiation and focus. Innovation creates a blue ocean, differentiates a lake in the Red Sea, and focuses the convergence of rivers into rivers. The commercial marketing of the future development of the water purifier industry cannot be separated from these three major marketing trends.