Views:2 Author:Site Editor Publish Time: 2020-07-28 Origin:Site
Development status of China's air purifier market
(1) The overall situation of the air purifier market
In 2015, the overall growth rate of China's air purifier market slowed down. This means that competition will become more intense, thereby accelerating the industry reshuffle.
Compared with 2014, when both retail sales and retail sales grew to a record high, the performance of the air purifier industry in 2015 first declined and then rose. Entering November 2015, the sudden haze across the country has driven a dull market. Air purifiers In the winter, there was a sales boom, and even a phenomenon of out of stock in the entire industry. Finally, the air purifier market ended in growth in 2015, but the increase was significantly narrowed.
In 2015, the retail volume of air purifiers was 3.52 million units, a year-on-year increase of more than 8%; the retail sales were nearly 7.5 billion yuan, a year-on-year increase of 10%. In 2014, retail sales of air purifiers exceeded 3.25 million units, a year-on-year growth rate of 80%; retail sales were also close to 7 billion yuan, a year-on-year growth rate of 70%.
In 2016, the air purifier market will continue to maintain a steady and rising trend, retail sales will approach 8 billion yuan, of which the proportion of the online market will continue to expand, and retail sales are expected to account for more than 60%.
In terms of brand performance, there is still a big gap between domestic brands and foreign brands. In 2015, foreign brands in the air purifier market were still strong. The top 10 air purifier brands in the online market accounted for 6 foreign brands, and their combined retail sales accounted for 53% of the entire online market; foreign brands in the offline market It also shows a monopoly advantage. The top dozen retail sales are almost all foreign brands, accounting for 80% of offline retail sales.
(2) Sales status of air purifiers
1. Online and offline sales
On January 13, 2015, researchers logged on to Taobao and found that the best-selling Xiaomi purifier was 899 at a price of 5731 pieces per month. In JD.com, a Swiss brand IQAirAGHealthPro air purifier with a price between RMB 12,800 and RMB 14,980 has sold well, and is currently out of stock in Wuhan. According to the overall data of Suning.com, the online sales of air purifiers increased by 1300% year-on-year in the past week. Sharp, Asia Capital, Samsung, Whirlpool, and Philips became the top 5 brands.
Online sales are booming, and offline performance is equally good. Entering Wuhan Guangbutun Gome Electric Appliances, air purifiers occupy the most prominent position. The advertising slogans such as "energy-concentrated ion bomb" and "plasmaplasma technology" are very eye-catching. Philips shopping guides said that in the past few years, everyone did not have the concept of smog, and few people were interested in air purifiers. Now everyone is aiming to eliminate PM2.5. Since the beginning of 2016, more than 100 units have been sold. Now the sales volume in one day can match the previous month.
In 2015, sales of air purifiers increased 310% compared to 2014. Yu Lanlan, purchase and sales manager of Wuhan Suning Home Appliances Division, said that from January 1, 2016 to now, in just over 10 days, the sales of air purifiers in one store on Jiefang Avenue alone reached more than 400 units. Some hot products continue to be out of stock, and some customers have to wait for a month to make an appointment.
2. The key to the air purifier depends on the filter, not the more expensive the better
At present, the price of air purifiers in the Wuhan market is very different. There are high-end purifiers of tens of thousands of yuan, mainly from Sweden, Canada, and the United States, as well as domestic brands of hundreds of yuan, represented by Xiaomi.
At the same time, most of the parameter lists of the best-selling air-purification products are not fully labeled in accordance with the new national standard. The new national standard was implemented in March 2016. It requires that only four indicators are met at the same time to qualify as a qualified product: CADR value, CCM value (cumulative purification capacity), energy efficiency level and noise standard. At present, the air purifiers sold on the market are in fact in the "grey area" of the old and new national standards. Consumers who cannot compare the national standard data can only "see the indicator light changing color and feel more at ease."
(3) The product structure of air purifiers is gradually upgraded
The “cliff-type” decline in the beginning of the market in 2015 made air purifier companies realize that it is urgent to upgrade their product structure. The product structure upgrade is no longer a gimmick to increase useless functions, but instead focuses on the air purification itself and consumer experience.
With air purifiers, the purification effect depends on the filter to a very large extent. The filter is the core of the air purifier. Therefore, Yadu invests a lot of money in filter research and development every year. This double-faced man integrates the results of our previous phase. The double-sided man adopts independent double-sided six air ducts and a three-in-one composite purification main core. The filter uses nano silver antibacterial technology, UFCO room temperature catalytic oxidation and decomposition of formaldehyde technology and other patented technologies to provide effective sterilization, absorption of formaldehyde and PM2.5 Guaranteed.
There are three main types of air pollution in the Chinese market: one is fine particulate matter, such as PM2.5 and PM10; the other is harmful gases, such as formaldehyde and toluene; and the other is suspended microorganisms. Samsung upgraded the filter based on the analysis of air pollution levels in China. The Samsung air purifier uses a high-density HEPA dust-collecting filter, which can effectively remove particulate pollutants; by optimizing the filter, it can effectively remove gaseous pollutants; it uses ultra-clean 3-ion group patented sterilization technology to effectively remove air Natural bacteria in.
Another important reason for the shrinking market demand is the poor consumer experience. Aowei Cloud Network (AVC) research report shows that consumers criticize products as excessive noise or insignificant purification effect.
A good sense of experience has an important relationship with market development. Consumer experience is very important, but it has been ignored by the air purifier industry. The air purifier and water purifier industries entered a blowout period almost at the same time. However, when the water purifier market was still growing rapidly in 2015, the air purifier market appeared to be weak. The main reason is the poor consumer experience. Although the water purifier is chaotic, consumers can intuitively feel the water purification effect; the purification effect of the air purifier is invisible and intangible, and consumers cannot feel it intuitively, and cannot generate sustained purchasing power.
To solve this problem, many companies have chosen to add a purification monitoring screen to the air purifier to indicate the purification effect with an index or color. However, in 2015, an air purifier appeared on the Internet when the plastic protective bag attached to the filter was turned on, and the purification index on the monitoring screen dropped from pollution to good within a period of time. Consumers’ hot discussion.
At present, almost all air purifiers display a simulation index, which is calculated by time, wind speed, etc., and is not a real-time value. Such an index has a large error and ultimately brings a negative experience. This phenomenon is determined by the current state of technology. Mainly because the cost of air quality detectors is relatively high, the price of hand-held air quality detectors that can meet the requirements of laboratory report levels is even tens of thousands of yuan. If you want to integrate an air quality detector in an air purifier, you must also ensure durability, stability, and low cost, which is a great challenge.
After a year of research and development, A.O. Smith finally found a suitable air quality detector in all aspects and will adopt it in the next new product.
Samsung also attaches great importance to the real-time monitoring value and value visualization of air purifiers, and has invested heavily in research and development. According to Liu Ying, at present, Samsung's high-end air purifiers have adopted more accurate air quality detectors to improve consumer experience.
Intelligence is still a hot spot in the current air purifier market. As the pioneer of smart home, Honeywell conducts comprehensive and in-depth research on the various needs and habits of consumers in product development from the needs of consumers, and provides solutions. According to the person in charge of Honeywell, Honeywell focuses on automation control and designs smarter and more convenient smart air purification solutions. For example, AirTouch-X uses dual sensors to monitor the pollution of PM2.5 and formaldehyde in real time. With such a sensitive monitoring in the first step, it lays a solid foundation for the effective purification of the second step.
In addition, with the upgrading of consumption structure, differentiation has also become a competitive point for some companies to grab the market. Sharp has upgraded its air purifiers intelligently. Consumers can follow the indoor air purification situation in real time through WeChat; to meet the pain points of consumers’ lack of knowledge about filter replacement, Sharp has launched an automatic cleaning function; in addition, it will launch a mosquito trap. The product can catch mosquitoes while purifying the air.