What is the market prospect of smart toilet seats?

The scale of the industry still grows, and the growth rate slows down

With the improvement of people's living standards and consumption power, and the popularization of the application of smart technology in home life, the application of smart toilets has gradually expanded to individual families. At the same time, in recent years, smart toilet manufacturers have gradually shifted their focus to individual household users in terms of technological breakthroughs and product demand design, and the key areas of marketing have also shifted to individual consumers, making the application of smart toilets in individual families more common.

From the perspective of the smart toilet seat market, from 2017 to 2019, the retail volume and retail of smart toilet seats in China have shown a year-on-year growth trend, but the growth rate tends to slow down. In 2019, the retail volume of smart toilet seats in China reached 10,000 units, a year-on-year increase; Retail sales reached 100 million yuan, a year-on-year increase. Affected by the new crown pneumonia epidemic in early 2020, the demand for smart toilet industry has been weak, and the retail volume and retail sales of smart toilet seats in the first half of 2020 are only 10,000 units and 100 million yuan.

It is expected that in the second half of 2020, with the gradual stabilization of the epidemic situation, the scale of the industry will be further recovered.

Brand competition pattern: Panasonic occupies the first place in market share

At present, there are many brands of smart toilet seats in China. Judging from the sales of different e-commerce platforms, in the first half of 2020, China's smart toilet seat brands are mainly concentrated in Panasonic, Toshiba, Haier, TOTO and other brands; Among them, Panasonic occupies the first place in terms of market share in both platform e-commerce and professional e-commerce platforms, reaching and respectively.

Product Competitive Landscape

——The price of products is mostly concentrated in 0-1999 yuan

At present, the sales price range of smart toilet seat products in China is around 0-5000 yuan and above. According to the data of Aowei cloud network, in the first half of 2020, the products of 0-1999 yuan in China's smart toilet seat retail market are the most popular among users, with a market share of more than 70%. Among them, the market share of products of 1000-1499 yuan is the first.

-- Product technological innovation is accelerating

With the continuous update of China's intelligent technology, the pace of technological innovation of smart toilet seats has gradually accelerated. Taking the heating technology of smart toilet seats as an example, among the new products launched in 2020, some new products have applied instant heating technology, reaching a basic level of popularity.

The above data comes from the Prospective Industry Research InstituteChina toilet industry market prospect and investment planning analysis report

Compared with traditional toilets, smart toilets not only heat the seat and get a comfortable experience, but also have a warm water cleaning function, which can effectively prevent constipation and hemorrhoids, and has medical properties. In addition, its use is more in line with the concept of environmental protection, and some water-saving smart toilets have a single flush volume of less than 4L, even if the power consumption and warm water cleaning are considered, the overall energy consumption is less than that of ordinary toilets. Smart toilets have both medical and environmental protection attributes, and the current domestic limited channels and technology development, the market potential is huge, and the market of nearly 100 billion yuan needs to be developed urgently.

As a high-frequency sanitary appliance, the toilet may become a breakthrough in home intelligence. According to the forward-looking database data, in 2016, China's smart toilet ownership was about 300 to 4 million units, the penetration rate was only 1%, compared with Japan's 2009 as high as 72% of the smart toilet family penetration rate, if it is assumed that the future Chinese family smart toilet penetration rate only reached 20%, and the average price of each smart toilet is only 2000 yuan, then, China's potential smart toilet market size will reach about 200 billion yuan. In fact, this data is only a conservative estimate.

By the end of 2015, there were nearly 200 production and operation enterprises in the domestic smart toilet industry, with a production capacity of about 4.8 million units, a year-on-year increase of 33%. In 2015, the total output was about 3.4 million units, a year-on-year increase, of which only more than 2 million units of domestic sales and products in circulation, the domestic market is huge, with the continuous improvement of industry attention and penetration, the smart toilet industry will usher in a huge development.

According to the Prospective Industry Research InstituteChina toilet industry market prospect and investment planning analysis report "Show that at present, the domestic high-end market of smart toilets is mainly occupied by the United States and Japan, and the low-end market is dominated by traditional sanitary ware and some professional electronic and electrical enterprises. Smart toilets have medical and environmental protection attributes, which is an important direction for household consumption upgrading.

Smart toilet seat is a representative product of consumption upgrading, and the market potential is huge. In recent years, the market size of China's smart toilet seat is also growing, especially domestic brands such as Haier Weixi, Jiumu, Wrigley, Hengjie and other domestic brands are developing very well, and more and more people around me have begun to use smart toilet seats.

At present, the penetration rate of smart toilets in China is less than 1%, and it is facing a market space of 100 billion yuan. According to the 2014 China Family Development Report released by the National Family Planning Commission, the number of families in China has reached 100 million, and the average family size is human. The ultra-high penetration rate of smart toilets in Japan has its own subcultural factors, and its influence will gradually spread to neighboring countries.

Compared with Japan's smart toilet penetration rate of 72% in 2009, assuming that China's smart toilet penetration rate will reach 20% in the future, assuming that the average price of each smart toilet is 2000 yuan, China's potential smart toilet market size will reach 100 million * 72% * 20% * 2000 = 120 billion yuan.

In the general direction, smart toilet seats are indeed very promising. Nowadays, people's living standards are constantly improving, and the quality of life is also improving. People's acceptance of prices is also increasing. Overall, smart toilet seats are still very marketable.

1. What are the benefits of going public?

First, IPO financing can bring a large amount of capital, increase the net assets of enterprises, and reduce liabilities.

Second, going public creates virtual wealth, and increases shareholder wealth by increasing the stock price. Accounting Interpretation of Two Views of Shareholders' Returns.

1. Package the enterprise well, find venture capital circle money or go public for financing. This view of income is aimed at capital appreciation. In order to value the equity well, shareholders pay more attention to goodwill.

2. Running the enterprise well is like pointing to the hen to lay eggs, and shareholders expect to pay dividends every year. This view of earnings is aimed at cash flow and profit. Let shareholders share the results of business, profit alone is not enough, the enterprise has to make money.

Third, listing can use a more effective employee incentive mechanism to realize the value of employee shares, retain and attract talents, and improve employee enthusiasm.

Fourth, listing can build a comprehensive financing platform, enhance the confidence of financial institutions in enterprises, and lower loans and other financial costs.

Fifth, listed companies have a high social reputation and a huge role in promoting the local economy, and are easy to obtain subsidies and support from local governments.

Perhaps there are many benefits of going public, but the most concerned and practical thing is that listing can make money. In both public and private, listing can benefit both the company and shareholders, which is why companies continue to do IPOs.