In the third quarter of 2021, under the influence of economic downturn and regional epidemic, the water heater market moved forward with negative pressure, which was difficult to exceed the high base in the same period last year. While the sales volume declined, the product upgrading showed an accelerated trend, and the price increased significantly. According to the total data pushed by ovicloud, the retail volume of electric heating in the third quarter of 2021 was 4.042 million units, a year-on-year decrease of 19.3%, and the retail volume was 5.32 billion yuan, a year-on-year decrease of 15.1%; The retail volume of burning heat was 2.776 million units, a year-on-year decrease of 14.7%, and the retail volume was 6 billion yuan, a year-on-year decrease of 10.8%.

The water heater market shows the following characteristics:

Category differentiation, internal competition

From the perspective of category, from the third quarter of 2021, the decline of sales volume of combustion heat began to be less than that of electric heating. In the future, due to the popularity of natural gas pipelines, users' requirements for product comfort and other factors, the substitution of combustion heat for electric heating will be stronger. At the same time, the retail market of wall mounted stove with dual-purpose function of heating and hot water is also growing quietly, especially in the first and second tier cities in the south, which shows a certain substitution for burning heat.

Channel integration, promotion, same frequency

In the third quarter of 2021, the year-on-year growth rate of sales volume on the electric combustion hotline was better than that off-line, and even the sales volume on the combustion hotline showed a counter trend growth. At the same time, the wall mounted furnace online market also made some efforts this year. From the promotion rhythm, the promotion effect is concentrated in 618 and double 11 nodes.

Product upgrade, stable iteration

The proportion of comfort attributes such as burning heat, zero cold water and large liters has increased significantly. According to the monitoring data of Aowei cloud network, the two lines of burning heat gather to products of 16L and above, the proportion of zero cold water has increased steadily, and the comfort function is becoming more popular. The electric cylinder model also began to show a trend of being replaced by the thin model, and in combination with the price segment, it has also become a high-end profit point.