Air Purifier ZDC Report Interprets the 2017 Market

A paper report interprets the 2017 purifier market

Before March 1, 2016, the purifier market is still in chaos. As a result of the asymmetrical consumption of consumers and practitioners, consumers are becoming more and more difficult to purchase goods. However, everything has changed since the formal implementation of the new national standard. After one and a half years Time, whether the air purifier market has been cleared up, a paper to bring answers to everyone's answer.

2017 China air purifier market overview

Before March 1, 2016, the purifier market is still in chaos. As a result of the asymmetrical consumption of consumers and practitioners, consumers are becoming more and more difficult to purchase goods. However, everything has changed since the formal implementation of the new national standard. After one and a half years Time, China's air purifier market has been cleared, according to statistics, at present, high CADR (> 400 cubic meters / hour) has accounted for 62% of all products sold, after a year and a half of the time, the number of brands also rapidly dropped.

Consumption tends to be rational, big brands lead the development

From the characteristics of consumer choice to look at the entire market is clearly rationalization, respectively, reflected in the customer unit price characteristics, geographic diffusion characteristics and the purchase of brands, etc. From the brand level analysis, has now formed a new 'inverted pyramid 'Style, brand management advantages and technology precipitation companies such as Philips stand at the top of the' inverted pyramid ', with the leading group also such as millet proficient in Internet marketing such brands to form a line, the line On the divination of the court situation.

Gradual equalization of information, consumer purchasing more targeted

After several years of rapid development, due to market saturation, weather, new national standard released in 2017, the market slowed down, no significant increase in the number of product sales, but the data gradually tend to Stability, behind the data is the consumer's rational, especially in the purchase level is more targeted.Among which the new national standard for the performance of the product label did play a positive role, more convenient for consumers to purchase decisions.

Summary of the report

● new national standard: after the formal implementation, for the market to play its due role in clarification;

● Brand Analysis: Concerned about the brand ranking of small and medium-sized Philips Philips occupy a vantage point, and then to the hot product research is still showing the Internet and offline channels strong complement each other situation;

● Geography: The market in Beijing still dominates the consumption, but the demand for products in the western regions of Sichuan and Shanxi is gradually increasing with the air factor.

● Permeability: For now, the purifier market penetration is still in the single digits, the market prospect is still relatively wide;

● customer price: customer prices did not continue the growth momentum, indicating that the user is obviously more rational in the purchase, but also some of the values ​​of the purifier products such as CADR have a more profound understanding;

● Domestic: In the face of fierce market competition, the performance of domestic brands is relatively strong, which is closely linked with industrial maturity and technological precipitation.

Purifier ZDC Report Interpretation 2017 Market

Here is a paper from the Zhongguancun Online ZDC data center report, the air condition in Beijing in 2017 markedly improved, so for the air cleaner business is winter? This report will use the data to tell you an answer, after all 2017 air purifier market developments what is miserable it?

First, the new national standard for the market

March 1, 2016, the new national standard 18801 was officially released, more than a year's time for the market is still quite influential, of which more positive impact, that is, we can see that the user has a clear reference when choosing a purifier Of course, after market regulation, more and more enterprises have also started their efforts towards the 'high target' of the new national standard.

As shown in the figure, the high-performance (represented by CADR generic) products in the market has rapidly expanded in the market. Only 12% of the products reached the standard of 400CADR three years ago, and up to 62% this year, and from 2016 The rapid growth of 29% of the year, the new national standard for the market I think it should not say .As for the negative impact of the new national standard, such as 'run points' phenomenon, should not be mentioned here, at least for the vast majority of consumers For the new national standard for the market 's "clean-up" effect, has created a relatively stable user choice environment, which is enough.

Users dominate the market, so in the annual report, we also need to analyze the user's behavior, which is often the most persuasive, so we will do for consumer penetration, customer price, the region to do an analysis to explain the purification Market changes this year.

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Second, the brand analysis: the rise of domestic brands

2.1 brand concern ranking analysis

In fact, in the post-new national standard era, the biggest impression we gave to our products is the rapid growth of the product quality of domestic products, and even surpasses that of foreign brands. In fact, we must Attributed to efforts to adhere to the empty net technology research and development of technical staff and a number of domestic quite a professional level of suppliers, to know the current purification technology in China is in the absolute leader in the ranks.

Another reason for the rise of domestic brands, but also because of the performance of domestic-made due to the convenience factor of the industrial chain can be faster, in front of we know that high-performance products have been more favored, then natural domestic brands can also have a place in the process .

In addition, we can see from the share of brands that online sales of strong online brands are in a better trend. However, due to the fact that purifiers belong to the home appliance industry, the well-managed brands such as Philips also maintain their good momentum. Two Those who take turns are brutally dampened, but purchases and concerns are more offset online.

2.2 Specific product concerns ranking

Top selling products, the ranking is still millet launched millet 2 top, lower product prices to the user left plenty of trial and error is not to be ignored factors; ranked second is the rise of the brand in 2016 352 mainframe X83, which 'cost' has become its hot keywords.

Philips AC4076 this old model is still in the market have a good sales, and you can see the Philips AC6608 so after the launch of the new national standard performance machine list, even if the product is more expensive but the pursuit of quality users will choose , After the introduction of the new national standard such a situation more common in the data behind us can find large CADR apparently more popular.

Almost without exception, the hot products are big brands, and the brands involved in the earlier industries tend to occupy more advantages in the outbreak of sales. Of course, hot products are still based on low-priced products. This is also because in 2017 Of the purchase behavior point of view, more 'new areas' users into the tide of purchase, this part of the trial and error costs for consumers or more care.

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Third, the user behavior data tells us: the demand for rational consumer spending formation

Purifier industry brings us the impression? Threshold low, profiteering? Indeed, due to the impact of haze, the development of the market did go through an irrational era, several times the high growth for an industry is too tempting, which is why The market will be more than a few hundred brands overnight.This momentum continues until 2016, indeed the haze of the end of 2016 so that purifier companies tasted the sweetness, and a group of people get together into the market, but fortunately, the market in 2017 A lesson for poor managers: the formation of rational consumer spending.

3.1 Regional Concerns Behavioral Analysis: Southwest, Northwest demand recovery

We first analyze geographically from the perspective of Beijing. The city of Beijing is still ahead of the rest of the scale. In fact, Beijing has the largest number of users to be educated because of the haze affected by too much fog. This is because Beijing Beijing is the fastest hub for Internet information distribution.

The areas of Sichuan, Shanxi and Jiangsu, which are basically not seen in the previous list this year, have now quietly climbed to the forefront. It is undeniable that these areas are the hardest hit by the haze in 2017. Indeed, Purifier market penetration will play a catalytic role, although we do not hope, but this situation does exist, in fact, one thing is ignored: these areas in the previous market is very low, so there will be on-demand replenishment phenomenon.

3.2 permeability + user search Keywords: healthy development trend

We first look at product penetration rate of various age levels of the product, where the penetration rate is accounted for the share of all users of the entire network search users, 30-50-year-old male users purifier products, the highest retention rate of this part of the population Often have a certain income base, which is the surface phenomenon, in fact, there is a hidden phenomenon that they assume more responsibility, not just for health, but also for the family.

Look at the relevant information search hot words, with the above permeability survey can clearly feel the 'responsibility' for the purifier selection of the importance of haze, car, car, new home search is the most, usually only in Mature people who have a certain income have their own concerns in this respect. However, the population purchasing cars and houses in the corresponding age groups is more to improve the quality of family life.

Purifier related hot words appeared in the children and the fresh air We are not surprised, you can see these keywords and life stages seem to have some relationship, middle-aged users tend to carry more responsibility for the family, we can say that they are The choice of products is not necessarily for themselves, but for the family and responsibility. Finally, it is still necessary to implement the two words: the demand, indeed, this part of the population more clearly the demand for products.

3.3 The change of customer price: according to the needs of rational development

This is a group from 15 years to the current peak of 17 at the end of the customer price changes during the analysis.According to the development of the market and speed detonated market, coupled with the current era of consumer upgrades, customer price in the hot period, That is, the fourth quarter of each year should not show the growth trend? However, contrary to expectations.

Why does this happen? One is due to changes in the status of the haze does change, but often more reflected in the relationship between sales and customer price is small, we must be clear and clear; the other is the new national standard for The driving force of the market is sufficient, so that more high-performance product prices have declined, that is to say, this 'rational' is actually not just the rational choice of consumers up, but there are also companies involved in the industry, consumption + Companies make the whole industry become rational.

2017, they are not sad, rational business is not bad

Rational companies are not difficult, as long as not instant success and close to business in this 2017 over a very stable, which is the current trend of the air purifier market, the market in Beijing is full of saturation, the country's weather is getting better, more regions Demand replenishment, the release of the new national standard, etc., are helping to return to market rational, and in the process of excellent companies will follow the market trend of development continue to adjust its own strategy, the purifier market has slowed down, but Development is not slow, from rapid to rational, we see the growth, is not it?

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Appendix I: Description of research methods

1, concerned about the research methods

This report is mainly based on the self-developed China Internet Users 'Attention Analysis System developed by ZDC, which tracks Internet users' online behavior of Zhongguancun Online Website and other cooperative websites nested with the Zhongguancun Online Product Store 24 hours a day, Internet users from different IP classification will be classified, integrated PC-related manufacturers, brands and other clicks, statistics out of the concern of Internet users on the PC.

Concern: also concerned about the ratio, is the percentage of the number of hits that a certain type of information in the same type of information in the proportion of high concern that the more information consumers value, attention can be used as an analysis of historical situation and forecast Strong data support for future development.

2, the market size of research methods

ZDC make full use of Zhongguancun Online's advantages of its own product library, as well as in the manufacturers, channel operators, industry and other aspects of good resources through direct and indirect investigation to obtain first-line information and second-hand research materials, and ZDC market analysts on the relevant data and information Evaluate, analyze, and ultimately publish a reportable ZDC research.

● direct information channels

Zhongguancun Online in the country has 85 sub-stations, sub-stations are stationed throughout the investigators.Professional analysts and investigators and local manufacturers, distributors, users maintain a direct relationship, on a regular basis to investigate the local market tracking, access to first-hand Data and information.

● Indirect information channels

Zhongguancun Online based in China's ICT industry during the establishment of more than 10 years, with the relevant industry associations to maintain close contact with the industry associations can be regularly get a lot of industry and market dynamic data and information.As the forefront of China Science and Technology Professional website Zhongguancun Online and Many upstream manufacturers, manufacturers, distributors established a good relationship of cooperation, manufacturers, distributors will also be from time to time the latest information to inform Zhongguancun Online.

ZDC also obtains data and information from third parties to understand the status and trends of the entire ICT market in China and to track the information and materials of relevant key enterprises or manufacturers in product technology, marketing and competitive strategy, sales and service, etc. Second-hand survey data and information Sources are: news articles, industry media, corporate annual reports, the Internet / Web site, and other sources that are good news for this report.

Appendix II Legal Affirmation

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The relevant market forecasts in this report are mainly ZDC analysts who pay close attention to the users and adopt the method of combining qualitative and quantitative research, online and offline research, and use multiple research methods to strictly control the collected data. Time to carry out detailed manual screening to ensure its reliability and validity, and finally through the professional statistical analysis platform for data cleaning and analysis to identify the correlation between the data to make the appropriate judgments and speculations.

The research data released in this report is partly based on sample research methods and its data results are influenced by the sample. Due to the limitations of research methods and samples and the limited scope of data collection, some data can not fully reflect the actual market conditions. Customers who purchase the report as a market reference, the company's report on the accuracy of the data and analysis, the forecast does not assume any legal responsibility.

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