The environment and health electrical appliance category has been on the fringe of the appliance industry for many years. The degree of concern is much lower than that of white electricity and black electricity. However, after the extreme haze of 2014-2016, the environment and health appliances category finished at the edge from the edge. During the blowout process, air purifiers were the most prominent, and they quickly became the targets for comprehensive home appliance brands, Internet companies, and capital markets in 2016 and 2017.
Before Hammer Mobile announced its entry into the field of air purifiers, Xiaomi Company, Cheetah Mobile NetEase, Jumei Youpin, Ink Weather, What is worth buying APP, etc. Internet companies have already entered the air purification field, and Haier, Midea, Gree, Hisense, etc. Comprehensive home appliance brands also re-introduced their respective air purifier products. The domestic professional air net brand 352 environmental protection technology has so far achieved the largest net financing of the net net industry, with an amount exceeding RMB 200 million. The net vacant industry has rapidly changed from the Blue Ocean to the 'Sea of Blood'. '.
Then, in 2016, the industry blowout in 2016 abruptly ended in 2017. In the winter of 2017, the air in Jing-Jin-Ji and surrounding areas improved significantly. Ministry of Environmental Protection data show that in November 2017, the Beijing-Tianjin-Hebei air pollution transmission channel '2+ 26' Monthly average PM2.5 city concentration dropped by 37% year-on-year. The northern region just needed a sharp reduction. In November and December 2017, sales of air purifiers in the Beijing area decreased by 80% year-on-year. Data from Jingdong e-commerce platform showed that in 2016, 12 From January 16 to December 20, the mall sold and sold 110,000 air purifiers, an increase of 210%. However, by 2017, Jingdong and even Tmall have not publicly released the sales of air purifiers for December 2017. Data, platform homepage, there is also little publicity about air purifiers.
Photo 1: The 352 environmental protection technology booth over 300m2 attracts attention in the AWE Environmental and Health Appliances Exhibition Hall.
In this year's AWE Environment and Health Electrical Appliances E4, the author observed that there are more than a dozen air purifiers exhibiting at AWE last year. In this year's AWE Environmental and Health Appliances Pavilion, the water purification companies accounted for the largest In most exhibition areas, the number of air purification companies has plummeted to four or five. Among them, there are only 352 environmental protection technology companies with more than 300 square meters of booth space.
AWE always has the “here, look at the universe of home appliances industry,” the brand will use the AWE machine to release new products, show 'black technology'. However, this year, due to fewer empty companies exhibiting, in terms of high-tech products The performance of air-to-clean areas is also lower than that of white and black power. In addition to the 'WIFI intelligence' that has become the standard for air-to-air products, and the 'exhibition of sting effects in the field of smoke-injection experimental cabins', the author's impression More profoundly, when the number 352 air purifier brings two new products: First, it has the function of 'automatically adjust the indoor temperature, humidity, PM2.5, carbon dioxide and other indicators' function, integrates central air conditioning + fresh air system + air purifier in one The 'multi-function air handler', according to Zhang Yan, a partner of 352 environmental protection technology, introduced 352 multi-function air handlers to integrate functions of air conditioners, humidifiers, fresh air systems, and air purifiers, providing a 'full house air comfort system' Solution', to solve the too many household appliances, complicated operation, space consumption and other consumption pain points.
Another highlight is that the 352's Smart Air Products can support the voice control of smart speakers. Visitors experienced a bit of live experience, even in the noisy AWE venue, through the 352-sounding WIFI air purifier and speakers. 352 wall-mounted new fan voice-activated operation, the response is still sensitive, the operation is also very accurate. Zhang Hao said that the next 352's smart empty net products will also support the Tmall Elf smart audio voice control. According to Jingdong appliances in 618, double The data released by the eleven nodes showed that the sales of 352 air purifiers were stable in the second consecutive year of domestic air-purchasing brands in 2016 and 2017.
With regard to the question about whether the industry brand “Whether there is a decline in sales in 2017 or whether it is in stock” is a subject of great concern, the author also asked the same question as Tang Wei, Vice President of 352 Environmental Technology. The answer was: 'There is inventory, but supply of 352' The impact of chain and fund reserves is not significant. 'In response to the question of whether the sales volume will be affected by the declining air quality in 2017, Tang Wei replied, 'Although our main product is empty, the air is good for everyone. The result was very good. In addition, the sales in the northern region had to be reduced. Sales were indeed affected. However, from the market segmentation perspective, the East China region is centered on Shanghai, including the cities of Nanjing, Wuxi, Changzhou and Suzhou. The share of the Hangzhou Economic Circle area has increased. The other regional growth point is mainly in the southwest and northwest areas where Chengdu and Xi’an are dominant. On the other hand, the 352 air purifier has taken precautions in the initial strategic deployment in 2017. With diversified products for various purification needs and purification scenarios, one is to respond to faster and faster consumer upgrade trends, and the other is to resist the market after the reduction in the demand for mites in the future. Article. For now, it is wise to lay out the 'full scene cleanup solution'.
Indeed, air purifiers are a product that has emerged as a response to smog problems in China. It has a short history and a rapid outbreak. Consumers’ perceptions are still relatively simple and shallow. The subconsciously instinctively believes that there is no smog. No air purifier is required.. In this regard, Zhang Hao introduced: 'The fact is that air purifiers are not the only exception to this function. Such as spring catkins, pollen and other allergens are more, skin allergies are multiple, demand is Anti-bacterial air purifiers; for example, just after the home was completely renovated, the biggest need is not to remove formaldehyde but to remove formaldehyde; for example, if a baby is born at home, what is needed is a quiet air purifier; , Air purifiers with anti-virus auxiliary function will be very appropriate; 352 air purifiers through different filter sets, different product types, given different air purifiers and fresh air products to solve a variety of unique needs. I believe that With the rapid growth of the Chinese market and the rapid iteration of technology, consumers will soon update their knowledge. It is known that air purifiers are not only used to absorb haze. Fees are to choose their own purification needs, rather than follow the trend to buy explosion models. '
After investigation and understanding, the author also asked AWE about a number of occupiers in the industry. Many people admitted pet hair, and members of the family who smoked like to stir fry the daylight in the kitchen. They also cause indoor air pollution. Indeed, they still need to Air purifier to escort.
Figure 2: 352 environmental protection technology brings many new products, covering a wide range of service people
It is reported that the 352 air purifier will launch a variety of new products in 2018 to consolidate the positioning of 'full scene purification solution providers'. According to different scenarios, different solutions are proposed to allow more people to breathe healthy air.
On the one hand, from family products to new fan series to outdoor products, the speed of category expansion will further accelerate. Taking the fresh air system as an example, the new air system will have more than 3 new products entering the to B (business service) market in 2018, including Offices, schools, hotels, hospitals, real estate pre-installation and other channels. In 2018, it is not ruled out to try new retail, leasing and sharing Internet models to break the bottleneck to the B channel.
On the other hand, the service population is more widely covered. Whether it is a small space or a large area; flat design or villa design, or special apartment design; indoor, outdoor; baby, allergies; newly renovated home, civil or commercial, 352 Air purification products are subdivided into different categories and are given different solutions. The difference between previous labels of air-to-air products is the old idea of 'removal of artifacts'. Tang Wei, Vice President of Environmental Technology, bluntly stated that 352 will also be in the market. Take the lead in the 'Enlightenment and Education Market.' In addition to air purifiers, it can also remove aldehydes, bacteria, pollen, hair, and allergens.
Combining 352 environmental protection technologies at AWE's home air purifiers, home fans, ceiling fans and commercial multi-function air handlers, the capital chain, supply chain and technical barriers are the advantages of domestic air-to-air brands. It is still quite significant. Its point of view: Overcome the problem of market share by subdividing the product scene to just reduce the shrinking market may be a good idea for empty net companies after they have just needed to cut back.
