It should be said that it is the smog that has made the air purifier market, and this kind of product has become another kind of home appliance after the air conditioner. In 2017, when the blue sky frequently became a beautiful figure in the circle of friends, the air purifier also had to transform from a full-time smashing weapon to a “full scene air purificationâ€.
The characteristics of eating by the sky are obvious
According to the total data of Ovi Cloud, the total size of China's air purifier retail market reached 16.2 billion yuan in 2017 (including online retail sales of 7.7 billion yuan and offline retail sales of 8.5 billion yuan), with sales of 7 million units (including online Sales volume was 3.48 million units and offline sales were 3.52 million units. Although sales increased by nearly 20% year-on-year, they have slowed significantly compared to the growth rates of previous years. “I have two air purifiers in my house, but I don’t open them often now.†Ms. Li, a Beijing consumer, told reporters that since the winter of 2017, Beijing has been windy and the blue sky is much more than expected, even in winter. The windows will be ventilated sooner or later. And the haze has passed the psychological adaptation period, even if the weather is orange warning, it will not be as anxious as before. Ms. Wang, a consumer, said that she had a small home. She didn’t know where to put the air purifier, so she kept hesitating and saw that the weather conditions improved significantly, which also eliminated the idea of ​​buying.
Industry online statistics show that from January to November 2017, the air purifier market showed obvious weather characteristics. The first sales growth peak occurred in March, and sales volume increased by 23.4% year-on-year. However, due to the rainy spring of 2017, atmospheric management has also achieved initial results. Compared with previous years, there are relatively few haze days. Therefore, in the following April, sales growth fell rapidly to 9.7%, and in July it showed a 4.6% year-on-year minimum. The highest growth in sales volume in October was in October, reaching 43.8%, followed by 38.7% in September. Compared with the rainy summer, the smog weather in the past two months is more, and the heavy haze days in the heating season in previous years still stimulate people's nerves, so these two months have become the reserve sales period of the air purifier.
However, with the perfect ending of the first phase of the "Atmosphere Ten", as the industry's recognized sales season, sales in the fourth quarter of 2017 did not appear to be hot. On the contrary, from the results of the last six weeks of 2017 in the Ovi Cloud Network, there has been a sharp decline in the same period of the previous year, and the turning point in the development of the market scale has begun to appear.
"The relationship between the sales of air purifiers and the weather is relatively straightforward." Tang Wei, director of the 352 environmental technology marketing market, said that the proportion of the purchase area is affected by the weather. For example, compared with 2016, Beijing is still the main consumption area of ​​air purifiers in 2017, but the growth of Jiangsu, Zhejiang and Shanghai markets suddenly accelerated in December, surpassing Beijing and Chengdu in the top three in the sales list. Consumer Zhou said that in the university classmates, it was often the southern students who used the blue sky and hatred; but now the North and South students exchanged, but the southern students complained about smog, while the northern students smugly blushed the blue sky. Beautiful picture.
Tang Wei pointed out that this is mainly related to the southward shift of smog since December, and with the southward shift of smog, when the air purifier was purchased, the north was mainly used for removing mites and the south was treated with aldehyde. The main North-South demand gap is also changing quietly, and the demand for mites in the South has begun to grow.
Subdivided products are sought after
Unlike the initial users who don't know how to purchase an air purifier, they can only blindly pursue international big names. In 2017, users will consider the performance of products more rationally when purchasing products. According to market research data, the factors that users value more include good purification effect, low noise, easy to use, beautiful appearance, good quality, energy saving, large coverage area, and large air volume.
The rationalization of the concept of consumption has put forward higher requirements for air-net brands and products. The segmented products that meet the needs of different groups of people and the vertical market of card slots have been launched in 2017, including air for different types of people such as children and pregnant women. Purifiers, as well as air purifiers for different use scenarios such as in-vehicle and commercial use. "I think the air purifier is a necessity for me." Consumer Zhou told reporters that her daughter had a kitten, and she would have a severe allergic reaction as long as she lived with the cat and dog. But as long as the air purifier is turned on, she can coexist peacefully with the kitten. Consumer Mr. Wu also believes that although it is admitted that the haze has been numb, but for the children, the home will often open the air purifier.
The reporter found that diversified functions such as formaldehyde, odor removal, sterilization, humidification and purification have gradually become "upper" in 2017, and have attracted more attention from manufacturers and users. Experts pointed out that in fact, smog is not serious in Europe, America, Japan and South Korea, but the penetration rate of air purifiers is very high. Consumers are not only buying air purifiers in response to smog. It will be the future trend of the Chinese market.
At the same time, as consumers become more rational and the market matures, more specialized products are favored by consumers in the market. For example, in 2017, in the sales of empty net products of E-commerce platforms such as Jingdong and Tmall, the products of professional air purifier brand 352 continued to rank among the top three, and even surpassed many international brands to rank first. User evaluation shows that the innovation of the brand's products in product development and the optimization of user experience have earned them a good reputation from professionals and users.
With the increase in consumer-related knowledge about air and net, professional products are favored, and the phenomenon of confusion in the past pricing system is also improving. The data shows that in 2017, most users chose the air purifier products from 1995 yuan to 4020 yuan, and the more cost-effective products are more popular.
It should be acknowledged that although the function of the air purifier is more and more comprehensive, there are still functions and usage scenarios that cannot be covered. Therefore, in conjunction with the air purification products such as the fresh air purifier and the anti-smash mask, the respiratory health of the public can be fully protected. .
Standard specification after haze market
The slowdown in market growth has naturally brought about the survival of the fittest of the brand. According to statistics from Ovi Cloud, the number of brands in the air purifier market in 2017 was 652, which was lower than that in 2015 (877) and 2016 (702). However, in the year, there are still 199 new brands. In addition to the traditional home appliance giants such as Gree, Midea, Sharp, and Panasonic, which have been in the past years, in 2017, NetEase's strict selection, ink weather, hammer and other large number of Internet companies cross-border air purification market share.
At the same time, brands such as Xiaomi and 352 still maintain relatively stable growth due to their own sales models or ultra-high cost performance. In November 2017, 352 Environmental Technology announced that it has received more than 200 million yuan in financing, which has become the largest financing in the domestic net air sector.
At the same time as more and more players, the state's control over the empty net market continues to strengthen. Following the launch of the new national standard in March 2016, as of the elimination of more than 100 unqualified brands in October of the same year, the reporter recently learned from the National Household Appliance Standardization Technical Committee that the two air purifier core parts industry standard - "air" The filter filter for purifiers and the electrostatic dust collector for air purifiers have entered the final stage and are expected to be officially introduced in 2018. After the implementation of these two industry standards, it will undoubtedly provide consumers with a more intuitive purchase reference to further standardize the air purifier market.
Ke Zhenquan, vice chairman and secretary-general of China Quality Inspection Association, said that although China's environmental protection efforts are getting bigger and bigger, it benefits from the central government's high attention to environmental protection, especially the increasing intensity of coal to gas and coal to electricity. The emissions of particulate matter have been reduced a lot. However, the pollution of air is not only from particulate matter, but also other components that affect people's lives. The air purifier is not only to remove cockroaches, but also to filter harmful substances and harmful gases in the air.
Integrating the entire empty net market in 2017, air purifier products that can meet the needs of “full scene air purification†are gradually getting rid of the “seeing the sky to eat†rule. Recently, Zhongyikang Times Market Research Institute also predicted the development trend of the empty net market in 2018: the overall sales volume of the net market in 2018 is expected to reach 28.9 billion yuan, with a compound growth rate of over 40%. With the upgrade of consumption and the improvement of people's health awareness, the air purifier market will usher in a new round of outbreaks in 2018.
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