Core Insights - The introduction of the "old-for-new" subsidy policy in 2025 is set to transform the water purifier market, making it more affordable for consumers and reshaping market dynamics [1][3][7] - The policy encourages companies to shift focus from merely competing on specifications to enhancing product quality and efficiency, benefiting both consumers and the industry [3][4] Industry Overview - Historically, water purifiers have not been a priority for many households, often viewed as "improvement appliances" due to high initial costs and ongoing maintenance expenses [3] - The "old-for-new" policy aligns with the need for a market reset, promoting a "truthful" reshuffle in the industry by enabling consumers to purchase high-quality products at lower prices [3][4] Company Strategy - The company EasyKide positions itself as a "high cost-performance" brand targeting essential consumer groups, aiming to leverage the current market adjustments [4] - During promotional events like the 618 Mid-Year Sale, EasyKide's Q1 1200 water purifier can be purchased for approximately 2,600 yuan after subsidies and discounts, effectively penetrating the mid-range market [4] - EasyKide's "99 yuan for filter replacement" service significantly reduces annual usage costs, addressing consumer concerns about filter expenses [4][6] Product Innovation - EasyKide has developed a diverse product matrix based on in-depth insights into Chinese household water needs, offering solutions that cater to various usage scenarios [5] - The non-heritage series includes features like dual water output for separating drinking and daily use water, enhancing efficiency and safety [5] - Collaborating with the National Peking Opera, EasyKide integrates modern purification technology with traditional cultural elements, enhancing brand recognition and emotional connection with consumers [5] Consumer Engagement - EasyKide's annual filter replacement service at 99 yuan alleviates "filter anxiety," transforming unpredictable costs into a fixed, attractive price point [6] - The company offers a "10-year warranty, replace not repair" policy, simplifying after-sales service and boosting consumer confidence in product durability [6]