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Sitting in the industry's top spot, Wanjiale children's water purification target exposure
In the children's water purifier segment, Wanjiale aims to take the lead, a goal that has been officially set in their three-year strategic plan. At the launch event of its "Children's Shield" water purifiers on the last Friday of 2017, Liu Zhenggen, General Manager of the Wanjiale Hot Water Business Unit, shared the company's vision for clean water. He emphasized that entering the children's sub-category was not just a business move, but a long-term commitment aimed at making a meaningful impact.
Liu openly acknowledged that the current penetration rate of household water purifiers in China is below 10%, significantly lower than the over 80% seen in many foreign countries. This gap presents a huge opportunity, especially in specialized areas like children’s water purification, where only a few products are truly designed with kids in mind. Despite being a late entrant, Wanjiale has built up extensive technical expertise and product R&D over the years, resulting in a range of high-quality, unique water purifiers. Liu described this as just the beginning of what Wanjiale can offer in the water purification sector.
According to Wanjiale, modern family drinking water contains numerous harmful substances that can negatively affect children's health, such as heavy metals, lead, plasticizers, antibiotics, and residual chlorine. These contaminants can impact IQ, growth, and overall development, making safe water more critical than ever. The "Children's Shield" water purifiers are specifically designed for children, utilizing advanced reverse osmosis technology that effectively blocks nearly 100% of these harmful elements. Compared to standard models, these purifiers offer greater water flow and longer-lasting filters, delivering superior performance.
Interestingly, market data from Zhongyi Kang shows that high-end, large-flow, smart water purifiers priced between 4,000 and 5,000 yuan have become increasingly popular. Wanjiale’s new "Children's Shield" series—comprising the "Easy EASY," "Ultra-thin THIN," and "Ultra-quiet QUIET" models—falls squarely within this price range, signaling a clear strategy to target the premium segment.
Liu also mentioned that Wanjiale is actively working to establish industry standards for children's water purifiers. He believes that setting clear guidelines will help ensure more reliable and trustworthy products for consumers. As a leading brand in water heaters, Wanjiale's expansion into the clean water market reflects its broader ambitions and technological advancements.
Industry analysts suggest that the Chinese water purification market is nearing maturity, with strong growth potential ahead. Segmented categories like Wanjiale’s "Children's Shield" could drive the next wave of market expansion, offering opportunities through after-sales service and filter replacements. With its recent brand repositioning and tech upgrades, Wanjiale is well-positioned to capitalize on these trends.
However, the road to becoming a top player in the children's water purifier market is still long. Established brands like AO Smith, GE, Midea, and Haier already hold significant market shares, while niche players like Sun Rain Mother also have their presence. For Wanjiale, the challenge lies in demonstrating sustained innovation and value to stand out in an increasingly competitive landscape.