Brief Analysis of China's Thermos Industry Overview

1.1. Current consumption situation of China's vacuum flask market

In view of the current status of the vacuum flask market, the domestic market continues to increase the demand for vacuum flask products of different grades, the penetration of foreign ** brands into the domestic ** product market, the competition in the entire industry has intensified, and the brand awareness has become stronger.

China's existing stainless steel insulation cup production enterprises are mainly concentrated in Yongkang, Wuyi in Zhejiang and Chao'an, Jieyang and Xinhui in Guangdong. China has become the world's major producer and exporter of stainless steel vacuum flasks, as well as the world's largest consumer market for stainless steel vacuum flasks. However, for China's domestic vacuum flask companies, it is not only the competition of vacuum flask brands, but also how to meet the needs of consumers. This is also the key to testing China's vacuum flask enterprises.

Relevant data show that at present, the consumer groups of vacuum flasks in China are mainly concentrated in office workers, students, car owners, the elderly, and a very small number of ** products and ** functional demand groups. The main function of the thermos in students and office workers is to be convenient and beautiful, and the second is the moderate price; the car owners mainly have higher requirements for the quality and function of the thermos, so they have derived the ** car thermos. Products; while the elderly pay more attention to health and safety; and the consumption of vacuum flasks in the best products is mostly gifts. These are the characteristics of the vacuum flask consumer market.

With the continuous changes in market consumption, people have also undergone some changes in the health care function of the thermos, especially the ** function thermos is more significant, which also indicates that this new market consumer field will have a greater Market improvement space. Of course, for vacuum flask companies, while doing a good job in the mass market, they should also pay attention to and tap into the needs or potential needs of the niche market. This may be the key to expanding a new round of marketing growth of vacuum flask products. For example, a home-use thermos and a thermos for health and wellness are examples of functional applications.

In summary, with the improvement of economy and consumption level, the market value of vacuum flasks will continue to expand. It is foreseeable that with the continuous release of market potential, the industry concentration of vacuum flasks will further increase in the future, and the market capacity will also increase. Come bigger.

1.2. Competitive landscape of China's vacuum flask market

From the perspective of per capita possession, in recent years, the per capita possession of vacuum flasks in developed countries and regions has reached 0.37-0.65, while the per capita possession of thermal flasks in China is only 0.12, with the increase of per capita income level and urban With the continuous advancement of the globalization, the domestic vacuum flask market has huge room for future growth.

The domestic competition pattern is mainly reflected in foreign OEM, ODM orders and competition in the domestic consumer market. Domestic insulation cup products are mainly divided into three levels: high, medium and low end. ** products are mainly occupied by international ** brand products. Domestic manufacturers have not formed direct competition with international ** brand manufacturers, mainly cooperating with OEM and ODM business. Way to reflect. Mid-range products are mainly used by domestic ** brands ** and are mainly distributed in economically developed cities and regions. Low-end products are mainly produced by small-scale enterprises and distributed in less developed regions.

** Products: For domestic ** consumer groups, prices are generally high, consumption is small, the market is mostly occupied by international ** brands such as "Therapist", "Tiger", "Zojirushi" and other brand products, foreign brands are in The sales volume in the domestic market is relatively low, basically maintained at about 3%. Domestic manufacturers have not yet formed a direct competitive relationship with the above-mentioned international ** brand manufacturers, mainly manifested in OEM and ODM business cooperation.

Mid-range products: high cost performance, the market is mainly dominated by domestic ** brands such as Hals, Xianglong, Xiongtai, Sibao, etc., and the top five thermal insulation cup manufacturers have a market share of more than 20%, mainly distributed In economically developed cities and regions. Market competition is mainly reflected in product quality, functions, styles, sales channels, cost control, etc. Some domestic companies have taken advantage of the opportunities of OEM and ODM cooperation with foreign brands to accumulate rich product manufacturing and design experience. On this basis, by improving product quality, improving product design level, expanding product functions, and strengthening marketing network construction , To enhance the added value of products and other methods to achieve rapid expansion of the scale of domestic sales of products.

Low-end products: Usually produced by small-scale enterprises in the industry, the consumer market is mostly distributed in small and medium-sized cities and rural areas in economically underdeveloped areas. Restricted by capital and technology, such enterprises have a single product variety, low quality, lack of brand influence and R & D and design capabilities, and low prices, making it difficult to enter the mid-end market. The competition in the low-end market is fierce, and most of them are price competition.

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