Recently, Aowei Cloud released the “Summary of the Bathroom Market in the First Three Quarters of 2023 (Engineering)” report, which summarized the newly opened real estate refined decoration projects and three-star and hotel hotels in 19 first-tier and new first-tier cities in the first three quarters of 2023. The supporting situation of bathroom products in the above newly opened projects. Judging from the published information, in terms of engineering channels, foreign brands still occupy the vast majority of the market share, and it has increased steadily, reaching 90.9%, a year-on-year increase of 1.3 percentage points, while the share of domestic sanitary ware brands is 9.1%. There has been a decline.
Real estate decoration market
The share of foreign brands is 90.9%
Kohler ranks first with 28.1%
In terms of the real estate fine decoration market, monitoring data released by Aowei Cloud Network shows that in the first three quarters of 2023, the scale of newly launched real estate fine decoration projects in 19 first-tier and new first-tier cities was 385,000 units, a year-on-year decrease of 35.2%, and supporting bathroom products (ordinary Toilets, smart toilets, showers, washbasins) scale was 2.28 million pieces. Among them, the deployment rate of ordinary toilets was 91.7%, an increase of 2 percentage points year-on-year. The deployment rate of smart toilets continued to rise to 42.1%, an increase of 8 percentage points year-on-year. Showers and washbasins are still standard products.
In terms of foreign-funded brands, the market share of foreign-funded sanitary ware brands was 90.9%, a year-on-year increase of 1.3 percentage points. The top three brands were Kohler, TOTO, and Duravit. Moreover, the five major foreign sanitary ware brands, Kohler, TOTO, Duravit, Villeroy & Boch, and Moen, account for a total market share of 63.4%, of which Kohler ranks first with a market share of 28.1%. The share of domestic sanitary ware brands was 9.1%, down 1.3 percentage points year-on-year. The top three brands were Jiumu, Wrigley, and Dongpeng.
Although Aowei Cloud stated in the list that the rankings are brand monitoring data for model rooms of the first-tier real estate fine decoration market and newly opened fine decoration projects in new first-tier cities, it also reflects the choice of bathroom brands by major domestic real estate developers. Still prefer foreign brands. The report shows that among the top 10 brands of real estate fine decoration bathroom accessories, foreign brands account for 9 seats, and there is a further upward trend. This is also in line with the performance of foreign brands in the engineering field. In the 2022 fine decoration bathroom market report released by Aowei Cloud Network, foreign brands also accounted for a large share of the TOP10 brands, reaching 67.9%, a year-on-year increase of 4.8%.
In terms of domestic brands, only Jomoo is on the list among the top 10 brands, which also corresponds to Jomoo’s efforts in engineering channels this year. Data from Aowei Cloud Network shows that in the fine decoration market from January to June 2023, JOMOO ranked first among domestic brands in overall bathroom components. Among domestic brands, JOMOO toilets accounted for 28% , showers account for 23%, wash basins account for 20.4%, and shower screens account for 10.6%. In terms of smart toilets, in the domestic fine decoration market from January to July 2023, Jomoo smart toilets ranked first in the market with 27.4%, an increase of 2.5 percentage points from the same period last year.
Although the current real estate market is still in a slow recovery and full of uncertainties, real estate projects are still an important sales channel for home building materials. The proportion of domestic bathroom brands in the real estate fine decoration market has declined. This may also be related to the strategic choices of the bathroom companies themselves. Affected by the “thunderstorm” of real estate companies, in order to reduce risks, the cooperation between bathroom companies and real estate companies has become more Be cautious.
Hotel project market
The share of domestic brands is 72.6%
The deployment rate of smart toilets reaches 36%
In terms of the hotel project market, monitoring data released by Aowei Cloud Network shows that in the first three quarters of 2023, the scale of newly opened projects of three-star and above hotels in 19 first-tier and new first-tier cities will be 130,000, of which supporting bathroom products (ordinary toilets , smart toilets, showers, wash basins, bathtubs) with a scale of 400,000 pieces. Among them, the configuration rate of ordinary toilets is 64%, the configuration rate of smart toilets is 36%, and the configuration rate of bathtubs is 12.3%. Showers and washbasins are still standard products.
In terms of supporting bathroom products, the TOP5 brands are: Kohler, TOTO, Roca, AXENT, and Wrigley, with a total market share of 50.6%, of which Kohler ranks first with a market share of 16.5%. In terms of foreign-funded brands, the share of foreign-funded brands is 27.4%, and the share of domestic brands is 72.6%. The TOP3 brands are Wrigley, Xima, and Jiumu.
Aowei Cloud said that the mid-to-high-end hotel market uses brand monitoring data for newly opened mid-to-high-end hotels with three stars and above in first-tier and new first-tier cities. The data reveals a lot of information. On the one hand, in the field of hotel engineering, domestic sanitary ware brands account for more than 70%, far exceeding foreign sanitary ware brands; on the other hand, the deployment rate of smart toilets is as high as 36%, indicating that the smart sanitary ware market share in the hotel field The growth rate is rapid.