千亿市场只剩三百亿：净水器的黄金赛道哪去了

Core Insights - The home water purifier market in China, once predicted to reach a scale of 1 trillion yuan, is now projected to only achieve 34.6 billion yuan in retail sales by 2024, indicating a significant shortfall from earlier optimistic forecasts [5][6] - Despite a 21.3% year-on-year growth in retail sales for water purification devices in the first half of the year, the overall market is expected to struggle to surpass 40 billion yuan for the entire year [5][6] - The market is experiencing a polarization effect, with major brands like Haier and Midea gaining market share while smaller brands face declining sales and market exit [7][8] Industry Overview - The water purifier industry was once seen as a "golden track" with high growth potential, but the reality has proven to be more challenging, with many consumers reluctant to invest in purifiers despite the emphasis on water quality and health [5][6] - The market concentration is increasing, with the top three brands holding over 50% of the market share, indicating a trend towards consolidation [5][6] - The average annual cost of replacing filters for mid-range purifiers can range from 8,000 to 20,000 yuan, which discourages many consumers from purchasing these products [7][8] Consumer Behavior - Consumers are increasingly skeptical of the marketing claims surrounding water purifiers, viewing them as a potential "intelligence tax" due to the high costs associated with ownership and maintenance [7][8] - Many households find that boiling tap water is sufficient for safe drinking, given that the quality of municipal water supply meets national standards [7][8] - Alternative solutions like bottled water and instant hot water dispensers are becoming more popular, especially among younger consumers and renters, further challenging the water purifier market [7][8] Marketing and Innovation - Some brands are attempting to innovate by introducing concepts like "filter ID" for traceability and community-based "shared filters" to reduce costs, moving away from flashy marketing towards more practical solutions [8] - The industry is urged to focus on creating real value for consumers rather than relying on extravagant marketing claims that can lead to distrust [8]