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The scale of hardcover sanitary ware will increase steadily in 2020


Feb. 26, 2021 - According to AVC data, in 2020, the market scale of fine decoration reached 3.25 million sets, which was basically the same as that of the previous year. Sanitary ware products are standard products and fluctuate with the market. Among them, the annual scale of toilet reached 3.2393 million sets, and the annual scale of basin reached 3.2412 million sets. In addition, the annual scale of shower is 3.23 million sets, a year-on-year decrease of 1%.


AVC summarizes the following characteristics of sanitary ware products in the hardcover market:


Third, fourth and fifth tier cities are making great efforts, showing a trend of high growth and catching up

In 2020, the hardcover sanitary ware market is still dominated by second tier cities, and top cities such as Hangzhou, Chengdu and Guangzhou are all new first tier and second tier cities. Among the high growth cities, the scale of Lianyungang, Ya'an and Yancheng has doubled.


The concentration of brands is decreasing and the market competition is becoming white-hot

The leading enterprises in the hardcover sanitary ware industry have a stable position and almost form an oligopoly. Under the seemingly unchanged competition pattern, the middle-level enterprises are gradually catching up. More than half of the top 11-50 brands have a year-on-year growth of more than 100%. From 2018 to 2020, the data show that the share of top 10 brands in the hardcover sanitary ware market has decreased from 88.7% to 83.7%, and the brand concentration has decreased by 5%. The market competition is further intensified.


Smart sanitary ware meets new opportunities

Under the influence of the trend of hardcover, in the second half of 2020, the recovery of smart toilet market is obvious, and the demand is growing rapidly. In the hardcover market, the smart sanitary ware has also entered a rising period. According to AVC data, in 2020, the market scale of the smart toilet with fine decoration has exceeded 500,000 sets, with a year-on-year growth of over 60%. The importance of the engineering channel of the smart toilet is gradually highlighted.

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