Finely decorated
Overall scale: According to the big data of Aowei Cloud Network (**c) real estate, from January to October 2023, the number of commercial residential fine decoration projects opened a total of 1,193, a year-on-year increase of -251%, hardcover scale 73390,000 sets, a year-on-year increase of -380%, hardcover project penetration rate of 378%。Among them, the hardcover scale in October was 12310,000 units, an increase of 39 from the previous month7%。
Toilets, showers, washbasins, and bathroom cabinets are standard parts of the bathroom, with a hardcover scale of more than 700,000 sets, and the configuration rate remains stable. The configuration rate of smart toilets for comfort parts has maintained a continuous upward trend, and the hardcover scale is 2870,000 sets, a year-on-year increase of -161%, with a configuration rate of 391%, +10 YoY2%, of which the intelligent all-in-one machine occupies nearly 6% of the share of the intelligent toilet, and the configuration rate is +7 year-on-year7%；The shower screen configuration rate is more than seventy percent, a year-on-year decline, and the hardcover scale is 560,000 sets, a year-on-year increase of -391%, configuration rate 763%, -1 year-on-year3%；
From the analysis of the overall brand pattern: from January to October 2023, there are 238 brands participating in the fine decoration bathroom market, with a share of 70% of the top 10 brands, and a high brand concentration, of which Kohler ranks first, occupying a market share of 189%, followed by TOTO, Moen, Jiumu, Duravit and other head bathroom brands are also relatively stable, but the overall market share gap of the head brands is small, and the competition is still fierce.
From the analysis of domestic and foreign capital structure: from January to October 2023, the share of foreign brands in the overall bathroom scale of the fine decoration market is 672%, +04%, the top 3 brands are Kohler, Toto, Moen;The share of domestic brands was 328%, -04%, the top 3 brands are Jiumu, Wrigley, and Hengjie.
From the analysis of individual parts: the top 5 brands of bathroom parts (ordinary toilets, showers, washbasins, and smart toilets) are Kohler, TOTO, Moen, Duravit, and Villeroy & Boch, with a total market share of 577%, the brand maintained a high concentration, of which Kohler with 28The 1% market share ranks first, and the two major brands of TOTO and Moen rank first.
2nd and 3rd place;From the perspective of growth rate, the growth rate of Villeroy & Boch in the toilet is more obvious than last year, with a year-on-year increase of 44%。In the scale of shower support, Hansgrohe has a significant growth rate compared with last year, an increase of 4% year-on-year2%, in the scale of washbasin support, Villeroy & Boch's growth rate is more obvious than last year, an increase of 4 year-on-year1%；In the scale of smart toilets, Villeroy & Boch has a significant growth rate compared with last year, with a year-on-year increase of 59%。Shower screens and bathroom cabinets are mainly customized, accounting for four to five percent of the market share.
From the analysis of the developer camp, according to the big data of Aowei Cloud Network (**C) real estate, among the top developers in the supporting scale of finely decorated toilets from January to October 2023, Vanke topped the list, with a scale of 3910,000 sets, 50 projects, Poly Development second, scale 2940,000 sets, the number of projects is 50, and among the top developers with supporting potential, Tahoe Group and Shenzhen Yi'an Investment and Development are the top 2, with growth rates of7%。Among the top developers of smart toilets, Vanke topped the list, with a scale of 2430,000 sets, the number of projects is 29, and China Merchants Shekou is second, with a scale of 1610,000 sets, 23 projects;Among the top developers with supporting potential, Guomao Real Estate and China Railway are the top 2, with growth rates of9%。
Future trend: the rise and development of intelligent bathroom, for the public's daily life to bring more convenience, with the gradual elimination of the original bathroom products, for the intelligent bathroom to bring sufficient stock space. At the same time, smart bathroom is also an important part of building a smart home, the hardcover market in the smart toilet configuration rate has increased from 17% in 20 years to 39%, which shows the rapid development of smart bathroom, smart bathroom has become the mainstream trend of home life in the future.