The heating season is approaching, and people are worried that the haze will start to rise again. In fact, from the 20th of this month, some areas of Beijing, Tianjin and Hebei have already had haze weather, and according to the weather forecast data, the future The day may also appear light and moderate pollution. As the weather conditions change, the air purifier products have once again attracted people's attention, and many dealers have started to re-launch related promotions.
However, looking at the overall development of the air purifier market, after the end of the 'panic' purchase period, and the effect of atmospheric environmental management, the market has shifted from a blowout development to a 'cooling-off period'. In the future, the future development of the air purifier market will no longer depend entirely on the weather conditions. The transition to high quality and segmentation will help the market to improve and develop.
'Blue sky' causes the market to be low
Looking back on the history of air purifiers, we have to mention the smog weather that has been raging in China in the past few years. According to statistics, in January 2013, the haze weather has enveloped 30 provinces (autonomous regions, cities and cities). The capital Beijing is suffering from air quality problems almost every day.
For a time, the 'smog economy' came into being. The air purifiers, which were originally used in public places such as hospitals and factories, immediately became the 'darling' of the home market when they were hooked up with 'de-smashing'. According to the prospective industry research. The hospital report data shows that the air purifier market sales from 1.12 million units in 2011 to 3.52 million units in 2015, an increase of 214.2% within five years, with a compound annual growth rate of 42.84%.
Some insiders have told reporters that the hot air purifier market is due to the consumer's 'panic' purchase behavior. When faced with more unfamiliar smog weather, and the hazard reports continue, the internal filter can be PM2 .5 Air purifiers that filter inhalable particulate matter have become the 'life-saving straw' in the eyes of consumers. The product penetration rate has soared rapidly.
However, when the atmospheric control work began, the obvious improvement in air quality also led to the beginning of the development of the air purifier market.
From last year's situation, taking Beijing area as an example, the number of 'blue sky' has increased significantly. According to data released by the Beijing Environmental Protection Bureau, the number of days with good air quality in Beijing reached 226 days in 2017, an increase of 28 days from 2016; heavy pollution 23 days, 23 days less than 2016. This directly affects the performance of the air purifier market. According to the research firm Aowei.com, in the fourth quarter of 2017, Beijing air purifier sales fell by 57.6 year-on-year. %.
The trend of slowing growth has continued until this year. According to the research institute Yikang data, the overall size of the air purifier retail market in January-June 2018 was 2.25 million units, a 28% decrease from the same period last year. In addition, combined with weather factors As well as the current product awareness, Aowei Yunwang expects that the air purifier market will not be optimistic in the second half of this year. The annual sales volume will reach 13.25 billion yuan, and the overall decline will be narrowed to -18.2%.
Although the development of the industry is not optimistic in the short term, Liang Zhenpeng, an observer of the home appliance industry, told reporters that in fact, consumers' demand for air purifiers is still considerable. On the one hand, smog weather still exists, and it is not excluded that individual regions will On the other hand, air purifiers not only deal with smog problems, but also effectively 'combat' a variety of air pollution sources, such as formaldehyde, pollen, dust, etc., the application of the product is more abundant.
Open the market 'Don't look at the sky'
In fact, many air quality is higher than in China's countries, the popularity of air purifiers is not low. This means that weather conditions are not a factor of insult, China's air purifiers need further cultivation. In this process 1. Quality progress and transformation exploration have become the consensus of industry development.
In the period of rapid development of the industry, many 'players' have poured into the track, and the phenomenon of uneven air purifier products has arisen. It is not difficult to find through the search of major platforms, the price of air purifiers is one or two thousand yuan, the price is high. Up to 10,000 yuan. Behind the high price, consumers can hardly judge whether their quality is 'value for money' or even distinguish security attributes.
Under high gross profit margins, the reporter found that the rate of unqualified sampling of air purifier products has not been low. Liu Qing, deputy secretary general of the China Consumers Association, said that the air purifier market in China has about 5 million units of sales per year. About 30% of the products are unqualified.
Not only the quality of small-brand products is difficult to guarantee, but also the domestically produced big-name products have 'zhongzhao', and the imported products are also difficult to pass the quality. The AQSIQ data shows that from April to October 2017, the imported air purifiers in the spot check Among the 73 batches, 28 batches were found to be unqualified, and the unqualified detection rate was as high as 38.4%.
The industry believes that the mixed industry of the air purifier industry is also one of the factors that have caused a serious decline in the market. While adhering to the product quality, all enterprises should also jointly crack down on the behavior of disrupting the market, such as “quick money”, and create a good foundation for the development of the industry. .
It is worth mentioning that the high-end development of air purifiers is beginning to emerge. The data of Ovi Cloud shows that in the 11th promotion season of this year, the high-end retail sales of air purifiers accounted for 13.8%, an increase of 2.1% over the same period of last year. %; offline high-end retail sales accounted for 39.4%, an increase of 5.0%; high-end retail sales growth in the industry is more prominent. In other words, air purifier companies not only to ensure the quality of basic products, high-end transformation has become The next 'force point'.
In addition to the advancement of industry quality, Liang Zhenpeng believes that air purifier enterprises should also seek breakthroughs in functions and subdivisions. In the face of increasing air quality requirements, indoor air pollution has become a problem, especially new The renovated house is a 'hardest hit'. The main products of the diversified functions such as formaldehyde, sterilizing and dust mites have certain market potential. At the same time, the layout of the sub-division also has room for growth, such as commercial use in public places. Fresh air system, car air purifier, etc.