As the government continues to increase the quality of environmental quality throughout the country, air quality continues to improve, and the hot market for air purifiers that were previously caused by the panic of PM2.5 is also facing new challenges and opportunities. PM2.5 The degree of attention declines as the atmosphere improves. People pay more attention to the air pollution hazards of the living environment (formaldehyde, TVOC, bacteria and viruses, etc.), and the negative ion purification technology that can fully purify indoor air gradually enters people's field of vision.
The empty net market enters the recovery phase, and the negative ion multi-purification becomes the mainstream of the market.
Since December 2017, the air purifier market has ended its rapid growth phase in the past five years, and has entered an adjustment period. The market retail volume has declined, and price reduction has become the main theme of the market. From the average price of products, one The average online and offline prices in the quarter showed a downward trend, the online price decline was more obvious, and the overall market consumption upgrade trend slowed down. The second quarter of 2018, the market gradually entered a recovery phase. According to GfK China monitoring data: April household air purifier Online retail sales rebounded, up 46.8% year-on-year. In May, the offline market also began to recover, with retail sales up 19.5% year-on-year and online sales up 24.2% year-on-year.
From the channel point of view, the retail volume of offline channels showed a positive growth year-on-year, among which the department store's gains were the most obvious, and the retail volume increased by nearly 40% year-on-year; followed by the home appliance chain channel, and the retail volume increased by nearly 10% year-on-year. At the end of 2017, the air purifier market entered an adjustment period, and the market has experienced a certain decline. However, with the marketing strategy and diversification of product promotion, the market began to show positive signals. In addition to effectively degrading formaldehyde, it also applies to pet hair. Pollen, bacteria, volatile organic compounds and other indoor air pollutants have a good purification effect of negative ion air net is more popular with consumers.
Diversified consumer market demand, negative ion purification to get rid of the situation
Under the premise of a substantial improvement in overall air quality, the purification needs of consumers have been upgraded from the single purification mode of PM2.5 to the simultaneous purification of formaldehyde, TVOC, and bacterial viruses, and in the context of consumption upgrades, Good user experience and negative ion purification mode that can achieve full purification into the consumer's field of vision.
According to indoor air quality expert, Professor Tao Mingzhang, chief researcher of China Air Negative Ion and Ozone Research Society, the reason why negative ion air net products will become the market winner is mainly its multi-functionality. In terms of function, negative ion air purifier with air negative ions As a factor, not only can high-efficiency agglomeration of particulate matter such as PM2.5, but also continuous degradation of formaldehyde, toluene and other harmful gases, killing bacteria and other microorganisms, can be described as a 'three-state pollution', such as the China Center for Disease Control and Prevention, High-tech negative oxygen ion research institute, medical college and other professional institutions found that using negative ion generation technology with negative ion system and pollutant collection system, the negative ion air purifier of ecological negative ion generation chip technology can clear PM2.5 to 99.8. %, bacterial virus clearance rate can reach 99.94%, for formaldehyde, TVOC 24-hour clearance rate can reach 81%.
In the case of multiple indoor pollution elements, that is, there are pollen, insects, PM2.5 and other particulate pollutants, as well as formaldehyde, toluene and other harmful gases, as well as bacteria and viruses, even in non-smog days. There is still a tangible need for purification, and negative ion purification is to stand out in the market in the context of meeting people's consumer demand, and is favored by the market.
In addition, the use of cutting-edge ecological negative ion generation technology, the ecological negative ion purifier with negative ion system and pollutant collection system has achieved zero noise operation, can be used 24 hours a day, 365 days, no filter, active purification, no need to replace any consumables later. The service life is up to 20-25 years, overcoming the traditional fan + filter purifier fan running noise, affecting normal life and rest, the filter needs to be replaced frequently, the replacement is not timely and easy to cause secondary pollution and other drawbacks.
The future development of the air purifier market cannot be ignored, and fierce competition is unavoidable. Then you want to have more advantages in the competition, in addition to the huge demand for innovation and quality improvement of the core technology of the product, you must also accurately grasp Consumer demand pain points, then in the future development of the air purifier market, who can dominate the technology and product quality, in line with consumer demand, who has the most say.