China's potty body cleaner market has great potential

It is understood that the current penetration rate of Japanese and Korean toilet seat cleaners exceeds 80% and 60%, respectively, and that of Japanese toilet seat cleaners ranges from 3 million to 4 million. However, looking back at the Chinese market, the current squat body cleaners are in a preliminary stage of development, and the penetration rate is still less than 1%. It can be seen that there is a huge potential for the market for toilet seats in China.

First, companies have entered

According to industry insiders, the toilet cleaning device is divided into two types: cover type and integrated type. The cover-type toilet seat body cleaner replaces the toilet seat of an ordinary toilet to reform the original toilet and increase the body-cleaning function, mainly for homes or public places that have been renovated. One-piece toilet cleaners combine the toilet and body cleaner at the factory, mainly for the newly renovated market.

In the 90s of last century, cover-type toilet seat bidders entered China, but after a long trial of water, the market responded coldly. Until 2005, the beautifully-looking one-piece bidet was marketed in China and quickly gained the favor of Chinese consumers. As a result, companies engaged in bidet cleaners also found new market growth points.

At present, the market prospects for toilet cleaners have been recognized by the industry. At the Red Star Meikailong building materials market in Beisha Beach in Beijing, the reporter saw that not only TOTO and Kohler’s several well-known big brands’ booths displayed various toilet cleaners, but also other small and medium-sized sanitary ware companies were also prominent. The position shows a toilet cleaner. In order to increase product awareness, Huasheng, Jiumu, Ai Feiling, brilliant and other body cleaners also hired stars for the brand endorsement.

With the rapid growth of the toilet cleaning industry, the number of companies has mushroomed. It is worth mentioning that, in recent years, South Korea's squat body cleaner companies are also optimistic about the Chinese market, have entered, including South Korea's NCM's Fu Leming Electronics (Dalian) Co., Ltd. and so on.

Second, change the model, usher in a better development

In recent years, the slowdown in the development of the Chinese real estate market has weighed heavily on the integrated toilet cleaning industry. According to Li Baoci, general manager of Zhejiang Tejieer Intelligent Sanitary Ware Co., Ltd., although still growing, the increase in the market for toilet cleaners in 2012 was not as good as in previous years.

At the same time, at present, there are problems with small-scale and excessive-quantity manufacturers of domestic bidet body cleaners. In Taizhou, Zhejiang alone, there are more than 20 manufacturers of toilet cleaners. These companies have developed through two modes of OEM and production of their own brands. With more companies participating in market competition, the market price of toilet cleaners is also declining.

In the interview, the industry believes that the current toilet cleaning device is too dependent on the real estate market, many companies are the main channel in the real estate market, focusing only on new buyers and newly renovated users, and did not take into account the huge potential of ordinary toilet Alternative market. In addition, the quality of the toilet cleaners of some companies is still worrying. These companies copied the products of toilet cleaning products from abroad, which made the product structure poor and did not adapt to the water quality of different regions, which led to outstanding product quality problems.

It is understood that the quality problems of toilet cleaners are also closely related to their current major sales channels.

Fan Sihua, general manager of Shanghai Ruirong Group, which operates the Le Rui brand toilet cleaner, said that most companies have used the toilet cleaner as a building material to become an accessory for the toilet. They just want to find ways to make a profit. In one stroke, we did not attach importance to the development of future markets.

There are also industry sources, dealers of building materials channels often do not pay attention to product after-sales service, but no mature maintenance team, which also led to a higher rate of complaints after the toilet seat cleaning device. The distributors of home appliance channels pay more attention to the construction of after-sales service system. Therefore, how the future layout in the home appliance channel will become an important part of the development of toilet seats.

At present, in the United States, Suning, even Jingdong Mall and other home appliances channels also appeared Panasonic, good governance, Le Rui and other body cleaners in the figure.

At the same time, according to the relevant person in charge of the China Household Electrical Appliances Association, at the 2013 China Household Appliances Expo (ie Shanghai Consumer Electronics Show, the official website, there will also be more than one toilet cleaning company exhibitors, including Shanghai Lerui Sanitary Ware Co., Ltd., Zhejiang Star Benjiebao Co., Ltd., Fuleming Electronics (Dalian) Co., Ltd. under the NCM Corporation, Zhejiang Tejieer Intelligent Sanitary Ware Co., Ltd., etc. The participation of these companies also indicates that the future of the toilet cleaning device industry will embark on a multiplex. In the development of channel development, the development of toilet cleaners in household appliances will effectively enhance the industry’s product quality level, brand awareness, and pre-sales and after-sales service levels. More importantly, as time passes, once the toilet is in place, The body cleaner is recognized by Chinese consumers, and the brand that will deploy the home appliance channel will undoubtedly benefit first.