After years of rapid growth in the air purifier market, it suffered an unexpected 'cold run' in the winter of 2017. The enthusiasm of consumers to buy air purifiers is no longer due to the improved air quality in the northern part of the winter, and a large part of the air improvement is due Environmental protection departments in Beijing vigorously deal with the haze, including coal-fired boilers clean energy reform, management of scattered coal in rural areas, adjust the exit does not meet the capital's functional positioning and polluting enterprises, scrap out the old motor vehicles and other measures.In such circumstances, Air purifier manufacturers began another way to advertise their products with more features such as pollen, fume, pet hair and formaldehyde.
Sales in cold
The past two years, every winter to the empty net product manufacturers 'fortune' time, but in the winter of 2017, many manufacturers are not laughing, the Beijing Commercial Daily reporter found through survey visits, whether it is in the appliance store or electricity Business platform, air purifier in consumers are no longer popular as in previous years.
At a Suning store in the North Fourth Ring Road in Beijing, shopping guide officials admitted that consumers purchasing air purifiers have significantly reduced their purchases from previous years, with a large stockpile of spare parts in November 2017 and a decrease in the number of stores in December and January 2018 Air purification products stocking in the shop air purifier area, different brands of products from 200-900 per month event discount, but even so, it is rare to see consumers patronize.
Beijing Commercial Daily reporter visited several stores Gome and found few consumers stay in the air purifier area.A consumer said that the winter of 2017 smog days a lot less than in previous years, did not feel the purchase of air purification products The need to buy temporarily, therefore, unless the weather conditions worse.
In the e-commerce platform, the major platforms are not the same as in previous years to promote air purification products, or even completely do not see the page on air purification products recommended for the winter of 2017 sales data, as of press time, Jingdong, Lynx did not release publicly available December 2017 air purifier sales data.
Orville cloud network data show that in the fourth quarter of 2017, Beijing area air purifier sales fell 57.6% year on year, the region's largest decline in the region; and in the first quarter of 2017, Beijing air purifier sales growth year on year Up 116.6%, followed by Hebei Province, which showed a 55.7% YoY decline in Q4 2017. From a national perspective, sales of air purifiers in the fourth quarter of 2017 dropped 24.9% YoY.
The reporter also contacted a number of air purifier manufacturers, but all declined to disclose the sales data for the winter of 2017. One of the unnamed enterprises disclosed that the responsible person said the original stocking was adequate, but into late November 2017 , Dealers have reduced the purchase amount, and even some dealers to stop purchasing.A man who worked hard to promote the product in September last year, a brand of air purifier dealers reluctantly told the Beijing Daily News reporter, as early as in 2017 11 End of the month to stop doing air purification products, because sales are too low, then changed to the boiler distribution.
Wind reversal
In recent years the domestic market situation, the air purifier seems to be 'rely on weather to eat' the industry over the past few years the air people have all seen, especially the northern region.But it is also a serious air problems have spawned consumption The purchase of air purifier craze.
Data show that the air purifier market has been increasing year by year trend from 2011 1.12 million units to 5.2 million units in 2016, sales increased by 354.29% within six years.It is reported that in 2016 winter Jingdong platform air purifier Sales reached 110,000 units, an increase of more than 200% over the same period in 2015.
The good news is that thanks to the efforts of the environmental protection department, the air condition in winter has been greatly improved in 2017. On January 3, 2018, the Beijing Municipal Environmental Protection Bureau released the 2017 haze report card, which showed that in 2017, Beijing PM2. 5-year average concentration of 58 micrograms / cubic meter, representing a year-on-year decrease of 20.5% .In 2017, the annual average concentrations of sulfur dioxide, nitrogen dioxide and respirable particulate matter in Beijing are 8 micrograms / cubic meter and 46 micrograms / cubic meter And 84 μg / m3 respectively, representing a year-on-year improvement of 20%, 4.2% and 8.7% lower than that of 2016. According to Beijing Municipal Environmental Protection Bureau, the air quality in Beijing has been significantly improved in 2017 compared with the previous year, The number of fine days for the year was 226 days, an increase of 28 days over 2016. The monthly average concentration of PM2.5 for the nine months was the lowest level in the same period in the recent five years.
Reporters observed that unlike the masks that populated the streets in the past few years, the number of people wearing masks during the winter of 2017 dropped significantly from previous years.
In the view of industry observer Hong Shibin, the air quality has been improved. Apart from the natural factor such as windy days, more importantly, vigorous management by relevant departments has yielded results.
According to Beijing Municipal Environmental Protection Bureau introduced in five years, coal-fired boilers clean energy reform, management of rural scattered coal, adjust the exit does not meet the capital's functional positioning and polluting businesses, retirement out of old motor vehicles to complete the total amount of about the past 10 years Sum, Beijing resolutely hard to complete the hard task.In the past two years, Beijing's unprecedented efforts in air pollution control, with a total investment of more than 30 billion yuan, the investment in 2017 is more than 200 billion yuan, all initiatives are directed at haze The source of this year, Beijing's unprecedented efforts to reduce engineering emissions, with unconventional means of governance air pollution.
According to reports, Beijing quickly pushed forward the clean energy reform of coal-fired boilers, the transformation of low nitrogen in gas boilers to 'clean coal nitrogen reduction' and other projects to speed up the phase-out of coal-fired boilers and provided strong support for air pollution control. In transportation, Motor vehicle emissions sources, and constantly strengthen the heavy-duty vehicle pollution control, remediation of vehicle exhaust, control of heavy-duty diesel vehicles, the development of new energy vehicles, eliminate obsolete vehicles and other obsolete.
Another way
Earlier, the industry was optimistic about the estimated air purifier sales will reach nearly 10 million units by 2017. However, according to data provided by Alvin cloud network, air purifier sales in 2017 only 7.25 million units.This is not the future Air purifier market will gradually shrink it?
In this regard, 352 air purifier company official said the air is getting better is a natural process, no one will want the air getting worse.For now, the air purifier came into being for consumers to solve However, it does not only solve the problem of smog. When people understand it more deeply, and as the standard of living and higher health are pursued, it still has a vast market, but more In the gentle, such as spring pollen, fumes from the kitchen ran out of smoke, smoking members of the family, pet hair, bacteria and influenza viruses are all air purifier purification objects.In addition to haze, these daily In fact, life scenes also need air purifier to escort.
Producer and observer Ding Dingjiang, chief editor of Nail Science and Technology also pointed out that in addition to solid particles, indoor air pollutants may include gaseous pollutants such as formaldehyde and toluene, as well as common microbial pollutants such as bacteria and viruses. Consumer dependence on empty net products will continue to grow.
Based on diversified needs, some air purifiers have already explored air purifying products with multiple functions, such as the Dyson air purifier which can purify formaldehyde by adding 3 times more activated carbon through the 360 ° glass fiber HEPA filter Harmful gases and particulate matter as small as 99.95% PM0.1, effectively eliminate allergens at home; 352 companies also introduced new fans and other products to meet the different needs of users, and for different needs of Chinese families to produce more different effects of the filter.
'As people's indoor air quality requirements increase, the purifier is still the most effective product to ensure clean indoor air, but the future is bound to carry out a new round of market reshuffle, a large number of hybrid brands will withdraw from this market, the remaining Must be able to stand the test of the market and users, but also the air purification company's own product is also an iteration of updates. "352 company official said .Judge also stressed that, in order to get away from the dilemma of eating, air purification companies on the one hand Should focus on the guidance of consumers, on the other hand but also close to the user needs to increase product innovation efforts to promote the emergence of functional integration products.