“Renovation needs will likely become the main driving force for bathroom products purchase. Beyond functional products, consumers are pursuing a more enjoyable bathroom experience. Bathroom product brands can expand the role of the bathroom to a home space where all family members (pets included) can relax and enjoy. Moreover, delivering more considerate, meticulous and end-to-end services (eg for bathroom renovations) would be a decisive factor in driving product sales and wining consumers’ loyalty.”
– Binyan Yao, Research Analyst
Key issues covered in this Report
- Current ownership of bathroom products and future purchase interest.
- Information channels where consumers obtain inspiration for bathroom design and products.
- Key consideration factors when purchasing bathroom products.
- Complementary services by bathroom product brands consumers would be interested in.
- Consumers’ critical expectations towards toilets.
- Consumers’ preferences towards different bathroom product brands.
Collapse All
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Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
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Executive Summary
- The market
- Real estate market sees slowdown but renovation will likely drive demand
- Disposable income growth slows down, yet long-term financial confidence remains stable
- Ageing population, housing and bathroom status indicate diverse demands
- Companies and brands
- Foreign brands leading in the high-end market
- Domestic brands are quickly catching up
- Endeavouring at an ethical brand image
- Connecting to the history and the future of bathrooms
- Conveying attention to diversity
- Smart bathroom is on the rise
- In-depth cleaning is one upgrade direction
- Segmented products are gaining attention
- The consumer
- Growth will be from replacement demand and emerging products
- Figure 1: Ownership and purchase interest in bathroom products, 2022
- Spotlight inspiration searching in DTC channels
- Figure 2: Information channels of bathroom products, 2022
- Product features over brand and price
- Figure 3: Purchase factors of bathroom products, 2022
- Consumers expect more considerate and meticulous services
- Figure 4: Complementary services from bathroom product brands considered to be important, 2022
- Cleanness comes first for toilet expectations, comfort and intelligence follow
- Figure 5: Expectations for toilets, 2022
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- Figure 6: TURF analysis on consumers’ expectations for toilets, 2022
- Kohler and JOMOO show strong brand popularity and customer loyalty
- Figure 7: Bathroom product brands consumers have bought and are intending to buy in the future, 2022
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- Figure 8: Retention rate of current owners of bathroom product brands, 2022
- What we think
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Issues and Insights
- Enjoyable bathroom experience for all family members, pets included
- The facts
- The implications
- Figure 9: Kohler’s new shower system, 2022
- Win consumers over by considerate and meticulous services
- The facts
- The implications
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- Figure 10: American Standard provides end-to-end bathroom renovation service, 2022
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Market Overview
- Bathroom products see growth potential
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Market Factors
- Real estate market sees slowdown and bathroom renovation drives growth
- Figure 11: Sales area of commercial residential housing, 2017-22
- Growth of disposable income slows down, yet long-term financial confidence remains stable
- Figure 12: National per capita disposable income in China, 2017-22
- Figure 13: Confidence in improving future financial situation, 2019-23
- Bathroom renovation in rural areas sees potential
- Ageing society brings changes in needs
- Figure 14: Population aged 60 and above and the share of the total population, China, 2017-22
- Housing and bathroom ownership status indicates diverse demands
- Figure 15: Housing and bathroom ownership status, by tenure, 2022
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- Figure 16: Housing and bathroom ownership status, by age, 2022
- Real estate market sees slowdown and bathroom renovation drives growth
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Key Player Performance
- Foreign brands leading in the high-end market
- Domestic brands are quickly catching up
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Marketing Activities
- Endeavouring at an ethical brand image
- Figure 17: Kohler’s 11th forest, 2022
- Figure 18: JOMOO launched a charity activity of installing safety handrails for the elderly and the disabled, 2023
- Connecting to the history and the future of bathrooms
- Figure 19: Arrow sharing the bathroom evolution in China, 2022
- Figure 20: American Standard exploring future bathroom with ChatGPT, 2023
- Conveying attention to diversity
- Figure 21: Bathroom renovation cases in “Dream Home”, 2023
- Figure 22: American Standard encouraging a more refined rented house life, 2022
- Endeavouring at an ethical brand image
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New Product Trends
- Smart bathroom is on the rise
- Figure 23: Viomi’s smart toilet that can track users’ health, 2022
- Figure 24: Arrow introduced smart bathroom solution, 2022
- In-depth cleaning is one upgrade direction
- Figure 25: JOMOO’s towel warmer with sterilising function, 2023
- Figure 26: TOTO’s intelligent cleaning system, 2022
- Segmented products are gaining attention
- Figure 27: Kohler’s product solution specifically for beauty scenarios, 2022
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- Figure 28: Hansgrohe’s specially designed showers for children and pets, 2021
- Figure 29: JOMOO’s Andu series specially designed for the elderly, 2023
- Smart bathroom is on the rise
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Ownership and Purchase Interest
- Growth will be from replacement demand and emerging products
- Figure 30: Repertoire analysis of bathroom product ownership, 2022
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- Figure 31: Ownership and purchase interest in bathroom products, 2022
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- Figure 32: Market potential of bathroom products, by category, 2022
- Pet owners and families with kids more inclined to upgrade showers
- Figure 33: Consumers who have but plan to change showers, by living situation and by pet ownership, 2022
- Pay particular attention to purchase interest in smart toilets
- Figure 34: Consumers who do not have but plan to buy smart toilets, by living situation and by city tier, 2022
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- Figure 35: Ownership and purchase interest in smart toilets, respondents who have toilets but plan to change vs all respondents, 2022
- Growth will be from replacement demand and emerging products
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Source of Inspiration for Bathroom Design
- Spotlight inspiration searching in DTC channels
- Figure 36: Information channels of bathroom products, 2022
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- Figure 37: TOTO’s digital showroom to provide bathroom design inspirations, 2022
- Short video and social media platforms are apt for targeted marketing
- Figure 38: Selected information channels of bathroom products, by city tier, 2022
- Spotlight inspiration searching in DTC channels
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Purchase Factors
- Product features over brand and price
- Figure 39: Purchase factors of bathroom products, 2022
- Smart bathroom products appealing to senior female consumers
- Figure 40: Purchase factors of bathroom products – Smart, by gender and age, 2022
- Young consumers more sensitive to materials and prices, while seniors focus on brands
- Figure 41: Selected purchase factors of bathroom products, by age, 2022
- Product features over brand and price
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Complementary Services
- Consumers expect more considerate and meticulous services
- Figure 42: Complementary services from bathroom product brands considered to be important, 2022
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- Figure 43: TURF analysis on consumers’ expectations for complementary services, 2022
- Figure 44: TOTO’s upgraded aftersales services, 2022
- Offer premium service solutions for multi-bathroom owners
- Figure 45: Complementary services from bathroom product brands considered to be important, by bathroom status, 2022
- Highlight door-to-door installation for specific groups
- Figure 46: Complementary services from bathroom product brands considered to be important – door-to-door installation, by family structure and city tier, 2022
- Consumers expect more considerate and meticulous services
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Expectations for Toilets
- Cleanness comes first, comfort and intelligence follow
- Figure 47: Expectations for toilets, 2022
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- Figure 48: TURF analysis on consumers’ expectations for toilets, 2022
- Expectations differ from replacement needs to new purchases
- Figure 49: Expectations for toilets, respondents who have smart toilets but plan to change vs respondents who do not have smart toilets but plan to buy, 2022
- Cleanness comes first, comfort and intelligence follow
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Brand Preferences
- Kohler and JOMOO show strong brand popularity and customer loyalty
- Figure 50: Bathroom product brands consumers have bought and are intending to buy in the future, 2022
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- Figure 51: Retention rate of current owners of bathroom product brands, 2022
- Domestic brands more appealing to senior consumers, foreign brands to younger consumers
- Figure 52: Bathroom product brands ownership, by age, 2022
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- Figure 53: Bathroom product brands consumers intending to buy in the future, by age, 2022
- Kohler and JOMOO show strong brand popularity and customer loyalty
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviation
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