Core Viewpoint - The water purifier market in China is transitioning from a non-essential appliance to a necessity for households, driven by increasing consumer health awareness and government policies supporting the industry [1][3]. Market Trends - The retail sales of water purifiers reached 14.08 billion yuan from January to August 2025, marking a 21.1% year-on-year increase, with sales volume and average product price growing by 16.6% and 3.9% respectively [3]. - The introduction of new government policies in 2025 will expand the range of appliances eligible for trade-in subsidies from 8 to 12 categories, including water purifiers, which is expected to accelerate market growth [3]. Consumer Behavior - Consumers are increasingly aware of the importance of water quality, leading to a surge in demand for water purifiers, with some popular models selling over 20,000 units monthly [1][3]. - Despite the growing market, consumers face challenges due to misleading marketing practices and a lack of clarity regarding product specifications [5][9]. Industry Challenges - The water purifier industry is experiencing intense competition and marketing chaos, with many brands engaging in repetitive specifications and misleading performance claims [5][6]. - A significant number of consumer complaints (11,869) have been reported, primarily concerning unclear filter lifespan, false advertising, and misleading sales tactics targeting vulnerable groups [3][5]. Regulatory Developments - New national standards for water treatment filters will be implemented in February 2025, prohibiting misleading claims about health benefits and requiring transparency in advertising [6]. - Industry associations are working to promote traceability standards to combat counterfeit products and improve consumer trust [6][7]. Recommendations for Companies - Companies are encouraged to invest in research and development, establish stringent quality assurance systems, and actively participate in the formulation of industry standards [7][8]. - Collaboration among brands to unify performance standards and enhance product transparency is essential for building consumer trust [8]. Consumer Guidance - Consumers should focus on the core component of water purifiers, the filter, and consider factors such as brand reputation, quality, and after-sales service rather than just price [9][10]. - It is advised to select products based on actual water usage needs and to be cautious of low-priced options that may compromise quality [10][11].