As an emerging category of home appliances, new wind products have attracted much attention from consumers in recent years, and the industry is also rapidly expanding. Nail Technology noted that while the market is expanding, a large number of brands have entered this market, and brands participating in competition are hard to form market barriers. Concentration continues to decline at this stage.
From the data of market research institutions, the new wind industry does have enormous potential for development. According to previous data from Ove Cloud, the market size of China's fresh air system reached 6.1 billion yuan in 2016, and it is expected to reach 9 billion in 2017, which represents a year-on-year increase. 50%; The scale of the new wind market will exceed 50 billion by 2020, with a compound growth rate of 69%.
From the online market, the new wind also showed a higher quality than the growth rate of the industry. Nail Technology noted that from the perspective of sales volume, the sales volume of Xinfeng continued to rise from Q1-Q4 2017, which was 1580 units, 2146 units respectively, and 2637 units. Taiwan, 4,746 Taiwan. Especially in the fourth quarter of 2017, both sales and sales reached a peak.
However, Nail Technology noticed that since 2018, the new wind market has experienced a decline from the previous quarter. In Q18, sales of new winds fell from 4,746 in 2017 to 1,938. However, from the same period of last year, sales and sales are still There was a slight increase, with sales up 23% year-on-year, and sales up 33% year-on-year.
Why would there be a sharp drop in both sales and sales after 2018? According to the analysis of nail technology, there are three main reasons: First, the base of Q4 in 2017 is higher, and the decline in the chain ratio is also normal; the second is haze. Fortunately, the market demand is not strong; third, a large number of brands enter the industry, leading to mixed industry, is not conducive to the overall healthy development of the market.
From the point of view of the number of brands, Nail Technology noticed that the top5 concentration of offline brands not only did not increase, but also continued to decline.
From the statistics of Ove Cloud Network, it can be seen that from Q1 to Q1818 Q4, the concentration of top 5 brands in the new wind market line continued to decline, dropping from 76.6% to 47.5%.
According to statistics, in the first quarter of 2017, there were only 24 online new-brand brands. By the fourth quarter of 2017, the number of brands had reached 68, and in the first quarter of 2018, 56 brands had sales online.
Based on this, Nail Technology believes that the new wind industry has not yet formed technical barriers, brand barriers, market barriers, and is still in a rough barbarian development period.
From the perspective of brand share, Ayers, Three Dads, Brown, Panasonic had slight advantages, but it was not too big. In terms of sales in particular, there was no distance between brands.
According to Ding Shaohui, the founder of Naru Technology, although the new wind market has broad prospects, there are still many shortcomings in terms of standards, installation, maintenance, etc. It is necessary for related departments and industry enterprises to work together to integrate the market into healthy sustainability. The track of development, and dominant enterprises should strengthen technological innovation, form technology and brand barriers, and establish competitive advantages in the upcoming reshuffle of the industry.