ADEMA 
2023-03-15
intelligent toilet, also known as intelligent toilet or electronic toilet, belongs to the field of building water supply and drainage materials. It refers to the sanitary ware controlled by electronic circuit installed on the traditional ceramic or plastic toilet, which has the functions of cleaning human buttocks, drying buttocks, heating seat rings and deodorizing the environment.
In terms of industrial chain, the upstream of the intelligent toilet industry is mainly raw material suppliers, including waterway system suppliers, circuit system suppliers and ceramic suppliers; The midstream is a production link, including manufacturers and brands; Downstream is mainly used in real estate, decoration, building materials, household users and other fields. Industrial chain of intelligent toilet industry
data source: public data sorting
1. Average retail price
In 2018, the average sales price of online toilet covers was 1935 yuan, which dropped to 1522 yuan from January to November 2021, with a price reduction of 21.3%; The same is true for all-in-one machines. In 2018, the average sales price of online all-in-one machines was 3943 yuan, and that from January to November 2021 was 2973 yuan, with a price reduction of 33%.
The decline in the average price of products is more conducive to promoting consumers' purchase and accelerating the popularization of intelligent toilets. Average retail price of China's intelligent toilet online market from 2018 to 2021
source: AVC, compiled by China Economic Research Institute
2. Price range in 2021, China's online channel intelligent toilet all-in-one machine sold the most in the price range of 2500-2999 yuan, accounting for 27%. In addition, although the price range of 3000-3499 yuan accounted for 15.76%, ranking the fourth, the increase was large, with a year-on-year increase of 3.13%. It is expected that the price band favored by consumers in the future will mainly be 2500-3499 yuan.
Online channel price range distribution of intelligent toilet all-in-one machine in2021
source: AVC, compiled by China Economic Research Institute
According to the online sales data of intelligent toilet covers, in 2021, the sales volume of intelligent toilet covers with a price range of less than 1000 yuan was the largest, with an annual sales volume of about 298400 units, accounting for 35.2%. From the perspective of rise and fall, the proportion of price bands of 1000-1499 yuan and 3000-3499 yuan increased to varying degrees, with a year-on-year increase of 4.44% and 1.39% respectively, and the proportion of other price bands decreased year-on-year. The trend of low price popularization of intelligent toilet covers is significant, and the price band is mainly concentrated below 1499 yuan.
Online channel price range distribution of intelligent toilet lid in 2021
source: AVC, compiled by China Economic Research Institute
Related reports: report on Market Research and future development trend prediction of China's intelligent toilet industry in 2022-2027 issued by China Economic Research Institute
1. The technology of intelligent toilet by enterprise classification is complex, involving water, electricity, heating, machinery, sensing, injection molding, welding and other fields. There are few supporting enterprises, and the entry threshold is high. China's intelligent toilets mainly include three types of enterprises: sanitary ware, household appliances and professional electronic appliances.
Classification of domestic intelligent toilet enterprises
source: public data sorting
2. Market share in 2021, the top 10 models of Q1 intelligent toilet all-in-one machine line were listed. Chinese brands occupied 7 seats. In terms of the average price of all-in-one machines, the average price of domestic brands was generally lower than that of foreign brands, with significant cost performance advantages. Q1 intelligent toilet all-in-one machine line in 2021, TOP10models
source: AVC, compiled by China Economic Research Institute
In 2021, there were 843 smart toilet supporting projects in the fine decoration market, with a year-on-year increase of 39.8%; The supporting scale was 727000 units, an increase of 35.8% over 2020, and the allocation rate reached 25.4%, an increase of 8.9 percentage points. In addition, in 2021, the market share of top5 brands in the refined decoration smart toilet market totaled 69.8%, a year-on-year decrease of 3.1%.
Top 5 brand share of smart toilet in fine decoration market from 2019 to 2021
source: AVC, compiled by China Economic Research Institute
1. Product technology development trend
The core of the future development of the intelligent toilet industry is technological innovation, which will improve the function of the intelligent toilet by improving technology and expand the product sales market. At present, the technical direction of the product has changed from traditional thermal storage type to instant heating type, and with the joint promotion of the major intelligent bathroom brands, instant heating technology has become the future core production technology of the toilet industry.
For a long time, consumers have been dissatisfied with the intelligent toilet because of the unstable storage water temperature and slow heating. Now, using instant heating technology to produce intelligent toilet can effectively solve this problem and improve the satisfaction of consumers and the brand image of the enterprise, which is undoubtedly a win-win situation. In the future R & D process, intelligent toilet manufacturers should not only consider the experience of consumers, but also fully integrate the changing trend of the market environment and government policies to ensure that the intelligent toilet can better adapt to the market.
2. Product appearance and function
For consumers, appearance is always the key to promote consumption, followed by product performance. While improving the functions of the toilet, intelligent toilet manufacturers also need to pay attention to the appearance design of products, so as to bring consumers a comfortable and beautiful experience, promote consumer consumption and increase product sales.
Before designing a new product, the designer needs to fully investigate the consumer experience of the previous product, collect the use opinions of consumers, improve the shortcomings of the previous product in the design of the next product, and integrate the opinions of consumers on the intelligent toilet to design a product that more meets the needs of consumers. The future development of the intelligent toilet tends to be humanized, and the product design is more based on the user experience, so that the intelligent toilet can better meet people's needs.
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