Detoxification machines

	Shenzhen Future produces model ST-602C, which has five massage modes and uses magnet therapy.

Suppliers are lowering prices, enhancing product features and emphasizing detoxification to survive the downturn.

Against the backdrop of a global financial crisis, the foot massager and spa industry in China remains buoyant. While most suppliers reported a 40 to 50 percent export decline in the past year, only a few small companies closed.

Makers are generally optimistic they can survive this downturn, with sales underpinned by strong domestic demand. They are, however, concerned with keeping overseas shipments solid amid forecasts of continuously slumping orders from the EU and the US.

Setting export stability as the primary goal, most companies have decreased prices to boost competitiveness. Many are also bargaining with material suppliers for further cost adjustments.

Additionally, manufacturers are upgrading product features to spur buyer interest. Makers of foot massagers, for instance, are incorporating various acupressure techniques that aid in relieving pain and discomfort. An increasing number of designs have nodes placed according to the major stress points for a whole-body benefit.

At most foot spa suppliers, meanwhile, the improvement drive is centered on ionic detoxification. Models with this capability are said to remove heavy metals, fat, and organic and metabolic waste through positive and negative ion exchange. Other supposed health benefits include better pH balance, brain activity and blood circulation.

	Model LC-8097 from Wenzhou Lichang emits ozone and infared rays. It drains water automatically.

China suppliers generally offer foot massagers and spas as a secondary line. The products account for 10 to 20 percent of output. Releases are available across all price points. The bulk, however, falls under the low end and midrange.

There are three basic types of foot massagers. Designed like bathroom scales with a knotted surface, sole-vibration models are generally low-end. Typical releases have timers, and allow speed and intensity selection. Quotes range from $10 to $25.

Versions with extra features reach $40. These can stimulate acupuncture points via tiny electrical circuits, and may have cold/warm air and pulse therapy functions.

Rolling massagers target the midrange market. Priced at $41 to $60, they knead the soles and ankles using two or three pairs of discs that rotate while moving back and forth. Models typically have adjustable speed, intensity and width between the rollers. Many also emit infrared light and come with fabric covers.

High-end releases are mostly foot-and-leg massagers in a board or air bag design. The former squeezes the calves, while the latter applies gentle pressure produced by concealed air bags. Several models have knotted surfaces similar to sole-vibration types as an added feature. Releases boast five to 10 massage modes and variable speed levels. These can top $100.

Prices for China-made foot spas depend mainly on the program, functions and controls. Leak and overheat protection, automatic draining and pedicure attachments are typical across all categories.

Low-end models range from $7 to $15. These have single-wall basins and may be equipped with rollers. Releases are often mechanically operated, and are capable of vibration, bubble massage and IR magnetic therapy. Many can adjust water temperature from 35 to 50 C, and maintain warmth.

Midrange foot spas go for $16 to $30. Most employ double-wall constructions and have a larger capacity. Additional features include acupuncture point massagers, timers and ozone activators. Some are able to heat cold water and retain the desired temperature.

High-end models average $40. These boast two or three modes and come with interchangeable heads. More-expensive versions can perform ionic detoxification. Prices range from $50 to $100.

Manufacturers from China typically use local materials and components as these are said to have reliable quality and supply.

ABS and PP are employed for sole-vibration and rolling foot massagers, and spa basins. They are sourced mostly from Zhejiang province, which boasts a mature plastic industry.

Utilized for exteriors of foot-and-leg designs, PU and PVC are also obtained from the area. Some makers likewise purchase in Guangdong province.

Most suppliers use PTC as the ceramic heating element for foot spas. Adopted in various personal care products, the component has temperature-limiting characteristics that enable safe operation and stable performance. Companies procure this in Zhejiang, Guangdong and Fujian provinces.

While midsize and large makers can design and insert PCBs in-house, the main board is outsourced from local specialists. Complex types, particularly those in foot spas with a detoxification feature, are 10 to 20 percent more costly than basic layouts.

Motors, a crucial component in determining product quality, are purchased in Guangdong and Zhejiang. For high-end models, some suppliers also employ Japan counterparts to ensure consistent performance. These are more expensive but emit less noise and last longer.

Compliance with the EU’s RoHS directive raises the cost of electronic components by 10 percent.

China is home to more than 100 suppliers of massagers. About 60 percent of these are small companies with an annual revenue of $1 million to $10 million. An estimated 30 percent are midsize, earning $11 million to $20 million a year. The rest are large players with sales of up to $50 million.

Small makers tend to offer one or two product lines. While most have plastic-injection facilities, PCB insertion and spray-painting are subcontracted to local specialists.

With stronger R&D and manufacturing resources, midsize and large companies export a range of massagers. They also carry out most processes, including plastic injection, sewing and electronic parts subassembly in-house.

Irrespective of size, only a few suppliers are specialists and these usually concentrate on massage chairs.

The majority offers other health and personal care appliances such as treadmills, face massagers and hair dryers.

Most companies are OEM-oriented, regardless of product focus.

China suppliers of massagers are primarily located in Fujian, Zhejiang, Guangdong and Shanghai.

Of these, the first boasts the longest history in the line. Fuzhou and Xiamen are key cities, with Xiamen Comfort being one of the biggest massage chair makers in China.

Wenzhou and Ningbo are the main manufacturing hubs in Zhejiang. Thriving on a local abundance of plastic and genuine leather, the former focuses on massage chairs.

Guangdong suppliers are mostly based in the cities of Shenzhen and Guangzhou.

In Shanghai, the majority of manufacturers are Japan-invested.