/PRZWT/ In 2025, under the dual impetus of the "national subsidy policy" and the upgrading of health consumption, the water purification industry will experience a structural explosion. According to the data from GfK China Yitongkang, from January to July in 2025, the overall market size of the home appliance industry reached 608.7 billion yuan, with a year-on-year growth of 14.9%. The "trade-in for new" policy has driven the heating of home appliance consumption. As the core category of healthy home appliances, water purifiers have performed particularly well. It is predicted that this year, the retail sales of end-point water purification market will reach 34.2 billion yuan, with a growth of approximately 6%, becoming the fastest-growing and most powerful sub-segment in the kitchen and bathroom appliance sector.
Entering the era of mobile internet, as the online shopping model has evolved from a supplementary channel to a consumption habit, the water purification industry has also maintained a high growth trend in the online market. Headline brands such as Angel have precisely targeted the e-commerce sector and have also experienced an explosion in the mid-to-high-end market. Data shows that from January to August 2025, the sales volume and sales revenue of Angel Yulong series have experienced explosive growth, with both achieving over 20% year-on-year growth. Clearly, as a trend category that better meets health needs, high-quality water purification products have achieved rapid penetration in the online market.
The trend in the sales ranking: From the data, we can see the changes in the landscape of the water purification industry.
The simultaneous increase in both the quantity and price of products is attributed to a fundamental shift in consumers' demands for water quality. The era of "having water to drink" has given way to "drinking good water", and this trend is most clearly reflected in the sales ranking of home appliances on JD Health. It is evident that the sales of direct drinking water equipment have been steadily rising.
As a global leading expert in water purification, Angel has several products ranking at the top of the list. Based on a precise understanding of market trends such as high flow rate, first-level water efficiency, intelligence, dual water output, mineral water, integrated purification and heating, as well as user demands, Angel's online business segment has achieved a 47% high-speed growth in the past year, outperforming the overall market. Driven by the sales success of its mid-to-high-end product line, Angel's brand price index has also seen a significant increase.
It is worth noting that from January to August 2025, the Angel Yulong series maintained a leading position in the comprehensive e-commerce market segment of 1200G kitchen underflow water purifiers with a price of 2.5K+. Since its launch, the cumulative sales of this series of products have exceeded 150,000 units. This achievement not only confirms the high compatibility between Angel's technological innovation and user value, but also demonstrates the brand's precise grasp of users' pain points.
What is even more remarkable is that Chinese brands have completely taken the lead in the high-end water purification market. Among the top ten brands of water purifiers sold on JD.com, over 70% are Chinese brands, an increase of nearly 30% compared to five years ago. Brands like Anji'er, which represent the leading local brands, have also launched a brilliant combination of "Anji'er Yulong Series + Anji'er Niaohe Series + Anji'er Magic Cube Series". Through a product matrix that covers various types of households, they have reshaped the situation where foreign brands dominated the mid-to-high-end market, marking the entry of the Chinese water purification industry into a new stage of development.
Among them, the Angel Yulong series stood out among numerous brand series and achieved an outstanding result of being the top grower in the Jingdong water purifier category in the first half of 2025. Moreover, in accordance with the group standard of the Chinese Membrane Industry Association, "Quality Requirements for High-Quality Drinking Water" (T/ZGM 001-2025), the Jingdong Home Appliance and Furniture Quality Laboratory jointly with a third-party authoritative institution conducted a test on the water quality after filtration by Angel water purifiers, and successfully passed the "High-Quality Drinking Water" test. This is the best recognition for Angel's focus on technological innovation.
The driving force behind the new trend: Technological innovation empowers strategic breakthroughs
The structural transformation of the water purification industry in China is driven by the dual forces of consumption concept upgrading and technological innovation. Nowadays, consumers have higher demands for water quality, flow rate, temperature, etc. From "safe drinking water" to "healthy water use", and then to "efficient water use" and "comfortable water use", the demands are constantly upgrading.
Therefore, Angel actively embraced market changes, increased research and development investment, and successively launched a series of innovative technologies such as long-lasting reverse osmosis filters, APCM aerospace sterilization technology, etc., raising the standard of water purification to a new level.
Angel not only achieved a significant breakthrough in the technical engine, but also surpassed traditional products in terms of technical indicators. The national standard it participated in formulating, "Domestic and Similar Use Drinking Water Treatment Devices", has become a recognized technical benchmark in the industry, facilitating the technological upgrade of the industry.
At the same time, the phenomenon of technological innovation has also given rise to a positive competitive ecosystem - shifting from the past "low-price volume" to the current "value upgrading". Headline companies like Angel have voluntarily abandoned price wars. This commitment to long-term technological innovation has also strengthened the competitive moat of the enterprises themselves. It can be predicted that the overall competitiveness of Chinese water purification brands will significantly improve, and their market share will continue to expand.
The exploration of scenarios through technological exhaustion: Angel Yulong Ultra redefines the new benchmark for pure heat.
As the entire industry is driven by technological innovation and moves towards higher quality and better user experience, it is inevitable to test and break through the boundaries of technology in specific application scenarios.
The kitchen, as an important area for household water usage, has long faced numerous problems. The saying "cooking for two hours, eating for only ten minutes" vividly describes the inefficiency of traditional kitchen water purification equipment. Issues such as slow water output, even slower hot water output, large size occupying space, and frequent replacement of filter elements have seriously affected the cooking experience and quality of life.
Under the background of the continuous upgrading of user demands, more demands for hot water usage have emerged. Traditional heat purification products are even unable to meet the efficiency requirements for hot water supply, causing users to face the problem of mismatch between hot water supply and usage demands. How to implement technological innovations and ensure their successful application in this critical efficiency scenario to achieve greater value has become the focus of the industry's attention.
On September 21st, Angel presented an efficient solution in the era of transformation. This leader in the water purification industry brought a brand-new strategic flagship product - the Angel Yulong Ultra water purifier with large water capacity and continuous heat, which is more suitable for Chinese kitchens. This new product features a powerful flow rate of 5.8L/minute and is equipped with multiple leading technologies in the same category, providing one-stop solutions for various water usage scenarios, truly achieving "drinking, boiling, stewing, washing - all in one step".
Compared with traditional 400G water purifiers, the Angel Yulong Ultra has an output speed that has increased by more than 5 times. Users no longer need to waste time waiting for water to be ready. Its modular and flexible installation design has significantly reduced the size compared to traditional products, perfectly adapting to the small kitchen space of Chinese families.
More importantly, Angel Yulong Ultra has achieved an upgraded filtration process of "purification + sterilization + heating", and its water purification standard has reached the certification level for mothers and infants. Its newly upgraded APCM aerospace sterilization technology has been verified in a space environment and has a sterilization rate of 99.99%. The dual-core seven-stage purification system can effectively remove 99% of microplastics, heavy metals and pesticide residues in the water, providing users with truly safe and healthy water. In addition, the vacuum heat storage chamber can achieve one-button direct output of pure water, with three temperature options, helping to complete cooking, boiling, washing and rinsing in one step, making kitchen life more efficient from now on.
In the context of the growing trend of intelligence and scene-based applications in the water purification industry, this brand-new flagship product, which integrates multiple industry-leading technologies, has expanded the territory of the Angel Yulong series and also represents an important exploration by Angel in the hot water purification market.
The launch of the Angel Yulong series has brought about a revolutionary kitchen water usage experience. The comprehensive leading product technology fully demonstrates the technological innovation capabilities of Chinese enterprises. The emergence of the Angel Yulong Ultra pure water and hot water large-volume water purifier marks the realization of a leap from "quantity" to "quality" in the Chinese water purification industry, and officially enters the "golden era of kitchen pure drinking efficiency".
Under the backdrop of消费升级， Chinese enterprises have already acquired the ability to define industry standards and lead global innovation. In the future， as more enterprises like Angel emerge， Chinese brands will surely play a more significant role in the broader water purification landscape， creating healthier and better lives for more consumers.
