Many peers regard ultrafiltration filters as fast-moving consumer goods or even daily necessities, believing that strong sales performance depends on continuous advertising investment and traffic generation. More importantly, they insist that prices must be low enough to attract consumers.
However, I do not agree with their model of winning consumers over simply with low prices. In my opinion, what consumers truly need is a reliable whole house water filtration system that can effectively filter fine sediment, rust and other impurities from turbid rural well water or municipal tap water.
Probably it is because I’m a factory owner, not just a boss of a trading or sales company. Lower prices inevitably mean cutting manufacturing costs, which to me is nothing but industrial waste.
Over the past 19 years, Chengrong Ultrafiltration Factory has focused exclusively on the R&D and production of microfiltration and ultrafiltration membranes, the manufacturing of household ultrafiltration water filters, and the customization of industrial ultrafiltration treatment equipment. Our main business is providing ODM/OEM manufacturing services for domestic and international first-tier ultrafiltration water filter brands.
From my perspective, ultrafiltration water filter used as a whole house water filtration system, should be categorized as small household equipment. As long as it is equipment, performance reliability&stability, ease of maintenance, and a long service life must be prioritiz. Therefore, the quality positioning of ChengrongEra is to achieve top 1% standard in manufacturing quality, product functionality, and structural design, with quality on par with world-leading brands.
I am not willing to devote excessive effort to marketing, because I believe that for small household equipment, like whole house water filtration system, delivering exceptional quality is the very foundation for our customers, it is the reason why they come to ChengrongEra. Marketing, at most, plays a supporting role.
A whole house water filtration system that generates word-of-mouth must be a high-quality ultrafiltration water filter. Only ultrafiltration filter could ensure effective whole house water filtration: The most commonly used PP cotton provides only 5μm precision, while ultrafiltration reaches 0.1μm. However, only premium ultrafiltration filter guarantees an excellent customer experience.
So what defines the quality of an ultrafiltration water filter?
For ChengrongEra, it boils down to three core aspects: manufacturing quality, product functionality, and structural design. That’s why we are committed to achieving top 1% industry performance in these three areas. Manufacturing quality ensures performance reliability and stability; product functionality guarantees effective whole house water, only 0.1μm filtration precision can achieve the whole house filtation effection that our customer expect; and structural design is intended to make maintenance convenient for our real users.
Why ChengrongEra whole house water filtration systems are priced higher?
Our costs are much much higher, ChengrongEra ultrafiltration water filter is SGS tested and compliant with NSF/ANSI 58-2023 standards, our peers won't do it, as there's hardly a second one like ChengrongEra on the market.
Why can ChengrongEra ultrafiltration membrane filter cartridges pass SGS testing against NSF/ANSI 58-2023 standards? All the raw materials Chengrong facory used are all eco-friendly, which is a high configuration rarely found elsewhere in China. In addition, all finished membranes produced by Chengrong factory are soaked in purified water and disinfected with specially formulated alcohol, unlike some competitors that use chemical agents directly for post-treatment.
Actually, in China, ultrafiltration water filters are mainly certified by water hygiene permits rather than SGS test reports. Nevertheless, to give customers complete peace of mind, ChengrongEra still invest heavily in having SGS conduct tests in accordance with the American NSF/ANSI 58-2023 standard. I also know that there are many third-party testing institutions in China, but SGS does not allow falsification and guarantees authentic data.
One can be moderate in personal conduct, but there is no room for mediocrity in branding and marketing. Either achieve top 1% in pricing by offering the lowest prices across the entire network — something ChengrongEra is unable to do. Or achieve top 1% in quality, benchmarking against leading international brands — which is exactly what ChengrongEra is pursuing.
As a netizen once asked: Shenzhen Chengrong factory used to focus only on the ODM/OEM business. Is ChengrongEra your direct-to-customer brand? Whole house water filtration filtration system, I only wanna purcahse Chengrong-made ultrafiltration water filter.
After receiving a positive reply, it was obvious that the netizen felt completely assured about ChengrongEra.
Because ChengrongEra is the proprietary brand of Chengrong Ultrafiltration Factory. Behind it is neither traffic hype nor capital, but a TOP3 manufacturer in the ultrafiltration water filter industry, a full-supply-chain ultrafiltration manufacturer providing ODM/OEM services for multiple world-leading brands.
