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"At present, the sanitary ware industry is in a critical 'shift period'. Due to uncertain external factors, the performance of sanitary ware enterprises will still be under pressure in the short term. However, in the medium and long term, relying on the huge market scale and economic volume, with the stable recovery of the real estate market demand, the economic operation is improving, the production demand of ceramic ware is gradually recovering, and the industry growth space is still foreseeable." At the 2023 China Home Brand Builders Summit held on February 22, Ovi Cloud and Sanitary Ware News jointly released "Go to the Water Poverty, Sit and Watch the Cloud Rise - Sanitary Ware Market Analysis in the New Environment". Li Ying, vice president of Ovi Cloud, made a review of the bathroom market in 2022 and made a forecast and outlook for the overall market in 2023.

Li Ying said that China has become the world's largest producer, exporter and consumer of sanitary ware. According to the observation of Huacheng's import and export data, the scale of China's sanitary ware market will reach 204.6 billion yuan in 2021, up 7.12% year on year. On the whole, the scale of ceramic sanitary ware market is in a relatively rising period. In the long run, the industry development space and market capacity are large enough.

According to the observation report of Huacheng Import and Export Data, the demand for bathroom renovation is different among different cities. The proportion of bathroom decoration in old houses in first-tier cities is significantly higher, and the bathroom decoration in third-tier and fourth-tier cities is mainly new houses. More consumers in first-tier cities choose to renovate old houses than in other cities. 26% of consumers in the country decorate old houses, and 35% of consumers in first-tier cities decorate old houses.

At present, the intelligent bathroom is in the industry dividend period, and the allocation rate keeps rising. The allocation rate of the intelligent toilet is nearly 30%, which will usher in a high growth trend in the future. From the perspective of brands, the ranking of Chinese brands represented by Jiumu, Hengjie and Wrigley will rise significantly in 2022, and the proportion of Chinese products will rise significantly.

From the perspective of the retail bathroom market, online has become a breakthrough. Since the outbreak of the epidemic, consumers' online shopping habits have been fully developed, and their bathroom consumption has also shown an obvious incremental trend.

Although the current mainstream market of the sanitary ware industry is still offline due to its particularity, and the share of online channels is relatively low, the overall trend of online channels has increased in recent years. The leading enterprises, such as Jiumu, Wrigley and Hengjie, are actively promoting and laying out the brands of online channels. The status and attention of online channels in the future sanitary ware industry is gradually increasing. Huacheng Import and Export Data Observation Report.

Many domestic brands quickly entered the market through the online channel of core single products. The three categories represented by bathroom cabinet, intelligent toilet and shower will increase significantly online in 2022. According to the online monitoring data of Ovi Cloud JD Online, domestic brands occupy an absolute dominant position in the three online fast incremental categories of bathroom cabinets, showers, and intelligent toilets.

Li Ying believes that the new marketing method of breaking the circle has made the brand's quality and efficiency integration more certain, and let the toilet, shower and bathroom cabinet occupy the "C" position of the bathroom and grass planting. In the future, enterprises need to invest more energy in the promotion of emerging channels. Huacheng Import and Export Data Observation Report.