In the second half of 2017 began the air purifier market has been ' alarm ', in the first half of the 2018-year majority of household appliances growth is weak, air purifier category without suspense received the category of the worst transcripts. Oviyun NET released the air Net semi-annual report, 2018 in the first half of the air purifier market retail sales of 5.8 billion yuan, a year-on-year decline of 29.5%.
Historically not too prosperous color TV market sales decline of 2%, the first point of the focus of the cigarette market decline in sales volume is only 1.6%, the net market created the household appliances in the first half of the 2018 the largest decline.
The market is depressing and there is a total decline ' New products less, promotional activities are less, the last year's time basically nothing big, the biggest feeling is boring.
' When it comes to the recent situation in the clean industry, ' says one home appliance industry.
The industry's dullness stems from corporate strategic contraction, while corporate strategic contraction stems from consumers ' voting with their feet. ' Given the frequency of smog, I was going to buy an air purifier last year, but the air in Beijing was surprisingly good in winter and then gave up.
' The intention to buy a net product is linked to the city's smog situation, ' said one of the state's power grids, a beijing-based worker. In fact, consumers who hold this kind of consumption are not in the minority.
Air purifier products and fog when linked to the nature of consumers buy more of the panic purchase, so that enterprises will fall into the ' fed ' dilemma. From the Oviyun network released half a year, the 2018 first half of the empty net market appears overall decline trend. From the offline market, sales of department stores, large chains, supermarkets and other outlets have seen a decline of more than 25% per cent.
From the tiered market, the T1 market tumbled 53.4%, T2, T3 and rural markets also had double-digit declines.
To look at the online market, the first half of the platform and professional sales of electricity dealers recorded a decrease of 42.5% and 36.8% respectively, the online market for empty net product prices fell by 14.3% over the same period last year.
Oviyun Network Environmental Electrical Division general Manager Banner told the National Grid, the air purifier market this wave of decline and haze dividend disappearance is closely related to the continuous development of consumer upgrades as well as the in-depth implementation of the transition strategy of the empty net Enterprise, the future of the air net market is still worth looking forward to.
Oviyun Network Forecast, the second half of this year the air purifier market will continue to narrow, the annual market sales volume is expected to reach 13.25 billion yuan, the overall narrowing down to 18.2%.
The diversification of enterprises ' self-help to seek growth On the surface, the empty net industry seems to be backwater, but careful combing can be found, dull is not equal to silence.
In the face of the sluggish market conditions, the air net enterprises have been in the process of transformation to find a way out of the recount.
Banner told the National Grid, the transition strategy of the net enterprise mainly includes the change of selling point in the marketing, the development of the market segment, the integration of the product upgrade and so on, the change of selling point is the most direct and important strategy. Prior to this, the air purifier enterprises in the sales and publicity process is the main selling point is to purify the haze, the removal of PM2.5 has become the largest publicity points. However, PM2.5 is only one of the reasons for indoor air pollution, the market after the cold winter of the net after the bitter experience, in addition to formaldehyde, in addition to odor, sterilization and purification, such as a variety of functional selling points gradually warming.
Pay attention to consumer education and guidance, to create a diversified function selling point to become an empty net enterprise to get rid of ' fed ' important path. In addition to creating a diversified selling point, more enterprises aimed at the purification of the market segments, of which car purifiers become a common concern of many enterprises category. It is understood that at present, China's car hundred households have 46 units, and car air purifier market penetration is relatively low, with mobile space scene consumption awareness of the rise, its penetration rate will be increased, market potential can not be underestimated. In addition to car scene, air purifier enterprises are also seeking cooperation with financial institutions, and continue to promote the sharing of purifier business model landing.
In addition, the fast hotels, restaurants, KTV, stations and other public places have gradually become the air net enterprises open the new battlefield of Xinjiang. During the transformation of the air purifier Enterprise, more enterprises are to improve the diversity and competitiveness of product function through micro-innovation. Dyson, for example, does the air to purify the heater fan, Honeywell launched the warm air purifier, A.O Smith introduced the Formaldehyde digital display function, the new brand Woo-hwan electrostatic dust Collection Air purifier, these products are in the basic function of air purification to try to strengthen a function, selling point or product function of Cross-border integration,
Create a unique product that distinguishes it from other brands in the industry.
In fact, in addition to the air Purifier single product, the industry is also exploring through the intelligent interconnection, the air purifier, fresh air system, such as gas detector products combined to create a comprehensive, convenient air intelligent circulatory system. In addition, home appliance industry analysts pointed out that, in addition to excessive reliance on fog and haze economy, the empty net industry is also a serious market downturn, a lot of the brand in and out of the deep technical accumulation.
Therefore, the air net enterprises in the transformation of self-help at the same time, to jointly combat the ' fast money ' and other disrupting the market behavior, strict control of product quality, improve the level of service experience can also not be ignored. The empty net market has plummeted | Enterprise transformation, self-help and seeking for breaking the Bureau