Economic Daily and JD.com released data——
Water consumption continues to upgrade
Data source JD.com Consumer and Industrial Development Research Institute
"Customization" drives new growth
Liu Peiqi
Water is the source of life and plays an extremely important role in human production and life.
At present, with the continuous improvement of residents' living standards, the scope of water consumption is gradually expanded, the functions are gradually subdivided, the demand structure is constantly changing, and the upgrading trend is becoming more and more obvious.
Among them, "customization" has become the driving force for the rapid development of the entire water industry.
In terms of water and beverage products, the names of a considerable number of products have become longer, and the information conveyed by the product names has become richer.
For example, products named after 5 liters, 10 liters, etc., meet the different needs of drinking water capacity in different consumption scenarios; products named after sugar-free, fruity, etc., meet the multiple needs of consumers for new tastes ; Commodities named after minerals, electrolytes, etc., meet the needs of different water quality... The rich selection reflects the development trend of water and beverage product segmentation and the trend of continuous consumption upgrade.
At the same time, the sales of high-end drinking water products represented by glacier water, electrolyte water and mineral water have increased significantly, indicating that consumers pay more attention to drinking water health while meeting basic physiological needs.
Relevant enterprises can pay attention to such segmented demands, produce and develop more types of healthy drinking water products, and take the lead in occupying the mid-to-high-end drinking water market.
Converging with the development of water and beverage products, in the face of consumers' refined needs, water purification products are iteratively upgrading to subdivision and combination.
From the demand side, consumers no longer regard water purification as a separate commodity category or function, but require it to be combined with various life scenarios, and add heating, cooling, frequency conversion and other functions to meet different demand combinations .
In this regard, relevant companies should develop water purification products with more functions, stronger adaptability, and more intelligence based on product evaluation and user expectations, and according to different usage scenarios.
In terms of water-saving products, "customization" is also a "trump card" for the rapid growth of sales of related products.
The data shows that products developed and designed around specific production and life scenarios are more popular. In the process of product iteration, merchants pay more attention to the opinions and suggestions of consumer feedback.
In addition, from the perspective of consumer groups, although young people aged 26 to 35 have the largest proportion of online consumption of drinking water products, water-saving products and water purification products, the average annual consumption growth rate of middle-aged and elderly people over 46 years old is higher.
That is to say, this group of people has greater consumption potential to tap, and merchants should pay more attention to the cultivation of product awareness of this group, and constantly expand the product dimension.
In general, the growth points of the three major commodity types of drinking water, purified water and water saving are currently mainly concentrated in the subdivision of commodity functions.
In the future, all relevant companies should strive to better combine various products with consumer needs, develop "customized" products for different scenarios, and promote faster development of the industry.
(The author is a researcher at JD.com Consumer and Industrial Development Research Institute)