On December 30th, the 2021 China Intelligent Toilet Industry Summit Forum was held in Xiamen, Fujian. The mainstream brand and data support unit of the intelligent toilet industry, Ovi Cloud Network, gathered with experts from medical and other fields to jointly review the current situation of the industry, explore changes in consumer demand, and seek product development directions. At the forum, the “White Paper on the Development of China’s Intelligent Toilet Industry” was released, providing important reference for product innovation and industry development of intelligent toilets.
Looking at the development and changes of the home appliance market in the past two years, consumer upgrading, health, and intelligence have become the main directions of the industry. Intelligent toilets have seen good growth. Zhu Jun, Vice Chairman of the China Home Appliances Association, stated at the forum that as users continue to increase, product development of intelligent toilet enterprises will pay more attention to the actual needs of user usage scenarios. The mainstream enterprises of intelligent toilets are promoting the transition from a simple functional update product to a thoughtful product that addresses scenario requirements from a more diverse dimension.
According to data from Ovi Cloud, from 2019 to 2020, the retail sales of smart toilets were 3.4 million and 4.3 million, respectively, with retail sales of 12.4 billion yuan and 14.6 billion yuan. It is also predicted that the retail sales and sales for the entire year of 2021 will reach 4.91 million and 16 billion yuan.
In the overall positive environment of the intelligent toilet market, mainstream enterprises of intelligent toilets have also achieved good growth. Jiumu stated that the brand value of Jiumu in 2021 has reached 50.578 billion yuan, and its i80 Magic Bubble Antibacterial Intelligent Toilet, which was launched this year, has received praise from thousands of consumers; Hengjie has made significant progress in various aspects this year; Langjing focuses on the current young consumer market, and its S12 Maiba toilet, which combines functionality and appearance, is widely sought after by young people.
From the perspective of product market structure, although both smart toilet covers and smart toilet all-in-one machines are steadily growing, the retail volume of smart toilet all-in-one machines has far surpassed that of smart toilet covers and is gradually becoming the main sales trend in the smart toilet market.
Although the sales volume of intelligent toilets has continued to rise in the past two years, compared with the Market penetration of 90% in Japan, 60% in the United States and 60% in South Korea, there is still a huge space for China’s Market penetration of only 4%. At present, in first tier cities such as Beijing, Shanghai, and Guangzhou in China, the popularity rate of intelligent toilets is above 5% -10%; The popularity rate of new first tier cities is around 3% -5%; But in the third and fourth tier cities and township markets, it is still almost in a blank stage. This also indicates that the market has great potential.
Under the guidance of the China Home Appliances Association, hosted by China Home Appliances Network and organized by Zhengyang Shensi Cultural Communication, the “White Paper on the Intelligent Toilet Industry” jointly written by China Home Appliances Network and Ovi Cloud Network through extensive consumer surveys, data organization, and professional analysis was officially released. The white paper provides an in-depth analysis of the intelligent toilet industry from five aspects: overview, market size, consumer demand analysis, future market prediction, and brand exploration. It plays a guiding role in promoting the development of the industry.
