The hottest market shrank sharply, and the industr

2022-08-12
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The market shrank sharply, the industry reshuffle accelerated, and the air purifier market showed a "cool" Scene

with the continuous progress of China's social economy, people's consumption ideas are changing day by day, and the proportion of healthy consumption is increasing. Reports of smog besieged cities and air pollution have repeatedly become hot searches, which has created a sense of psychological oppression for everyone, resulting in the hot sale of anti smog products

after the brutal growth of the air purifier market in the past few years, the current situation is that the volume and price have fallen together, and many air purifier manufacturers are gradually withdrawing from the market. The latest data released by Aowei cloud shows that during the "double 11" period this year, the online sales of air purifiers were 456000 units, a year-on-year decline of 33.8%; The sales volume was 790 million yuan, a year-on-year decrease of 39%. In the first half of this year, the retail sales of the air purifier market was 5.8 billion yuan, down 29.5% year-on-year, the largest decline in the characteristic categories of household appliances that can be converted into modified polypropylene materials in the first half of 2018. The whole air purifier market shows a "cool" scene

the market shrank significantly, and the industry reshuffle accelerated.

the new express visited the home appliance stores in Guangzhou yesterday and found that the air purifier products in the stores were only 67 products such as Philips, Midea, Panasonic, TCL, etc. The salesperson told them that the air purifier was not their main product and sold well in the north

the best era of air purifiers occurred in 2013-2014. At that time, air purifier products were full of mystery in the eyes of consumers, and also attracted many new brands. According to the data, the retail volume and sales volume of air purifiers in 2013 increased by 130.6% and 162.7% compared with the previous year. In 2014, the market scale expanded and the purchasing power gradually stabilized, but the retail volume and sales volume still maintained an increase of 35.7% and 31.7%

however, with the improvement of household ownership of air purifiers and air quality, the sales of air purifiers in major cities such as Beijing began to decline year by year. According to the data, the sales of air purifiers in the fourth quarter of 2017 fell by 24.9% year-on-year, and the retail sales in the first half of 2018 was 5.8 billion yuan, the same as 5. 5kg by experimental force 100KG. 500KG,1T 2T . 3T,5T. 10 tons, 20 tons, 30 tons, 50 tons, 60 tons, 100 tons, 200 tons, 300 tons, 500 tons, 1000 tons of universal material testing machine fell by 29.5%

the "barbaric growth" of the air purifier market in previous years has led to a lot of fake and inferior products in the market. Industry insiders pointed out that in the past, there were too many speculators in the air purifier industry, with mixed brands and mixed products. A large number of data show that the qualified rate of air purifiers in China is not high, and most of them are low-end products of average quality. "In the Chinese market, you can see hundreds of air purifier brands, and the entry threshold of this industry is very low." The CEO of a well-known air purifier enterprise admitted

with the development of the industry entering a mature period and the improvement of consumer demand, the air purifier market has ushered in a major reshuffle. Investors who had come with speculative purposes left one after another, and a number of small and medium-sized enterprises with insufficient strength also suffered a cold winter. Statistics show that as of October 2018, the number of air purifier brands has decreased from 816 two years ago to 530, and more than 35% of the brands have withdrawn from the air purifier market

the "marked value" of the air purifier is chaotic

although the market of the air purifier is huge, the influx of manufacturers makes the whole market not too "clean". In March this year, the Beijing Consumers' Association announced the results of the comparative experiment of 50 air purifiers sold: a total of 26 air purifiers had problems, accounting for 54% of the total. Among them, 14 samples failed to reach the "qualified" energy efficiency level, another 7 samples had serious potential safety hazards, and one fifth of the problems involved the publicity of products that did not conform to the actual situation

among the air purifiers of many brands, there is a common feature, which is that they claim excellent air purification performance. Consumers who have a little knowledge of air purification should know that they buy air purifiers mainly to remove indoor formaldehyde and PM2.5 fine particles, and the Cadr value of purifiers is a measure of this ability

however, is the marked value of the purifier indicated by the manufacturer consistent with the actual test value? In this regard, experts from China Household Appliances Research Institute have conducted professional tests on Cadr values of domestic and foreign air purifiers with similar prices. From the test results, whether it is the ability to remove PM2.5 particles or formaldehyde, domestic brands occupy two of the top three, while some foreign brands in the test did not publish Cadr values, but used such a slogan to express their formaldehyde removal performance - "use formaldehyde to remove the filter, grasp and firmly lock formaldehyde for decomposition, and the formaldehyde removal rate is as high as 99%", which exaggerates the purification performance, Mark the problem that the performance does not match the name

the real challenge comes from product innovation

although the market is shrinking rapidly, the air purifier industry is not without a turnaround. The poor market performance in recent years has forced major mainstream manufacturers to a higher level. With the promotion of national environmental protection, pollution problems such as haze will be alleviated, but in terms of current product performance and quality, there is still a lot of room for air purifiers to improve

the CEO of a well-known air purifier enterprise said: "it should be realized that when people are indoors, the problem of air quality is not just PM2.5. Many substances can cause serious indoor air quality problems, such as formaldehyde, benzene homologues, TVOC, ammonia, radon, etc. released by decoration materials and furniture, which can cause allergies, asthma, and even cancer. Therefore, even if PM2.5 is controlled in China, the market can continue to grow."

some experts believe that the air purifier will definitely be a standard configuration for families in the future. With the improvement of technology and the promotion of consumer education, the concept of Chinese people will certainly change, and they will no longer think that the air purifier will be used only when the weather is bad

"the real challenge comes from continuous product innovation. Enterprises should constantly use new technologies to solve industry problems and user pain points. In the long run, taking the road of product innovation and technology competition is the king for any enterprise." The CEO said

tips

how to choose a suitable air purifier

because air purifiers are not as popular as televisions, air conditioners, refrigerators, washing machines and other household appliances, most consumers do not understand the indicators and purification common sense of air purifiers, which easily leads to the strange circle of "choosing expensive ones" and "choosing foreign brands" for convenience when buying such products, but they do not know this, Often spent a lot of money but did not buy good products

according to the new national standard implemented on March 1st, 2016, consumers should pay attention to four indicators when selecting air purifiers: clean air volume (Cadr), cumulative purification volume of particulate matter (CCM), purification energy efficiency, and noise. Generally speaking, except for "noise", the higher the other parameters, the better. At the same time, the purifier will mark the appropriate room size, and consumers should also pay attention to this parameter when purchasing

however, now consumers have another basis for choosing products with Chinese environmental labels. Yan Yuping, director of the sign room of the environmental certification center of the Ministry of environmental protection, said: "the standard of environmental sign air purifier is formulated on the basis of the new national standard, which has two differences from the new national standard. One is to require the amount of clean air (Cadr) of products under low noise conditions, and the other is to put forward certain requirements for the amount of clean air in different sizes of rooms."

in addition, many consumers also have blind spots in the use of purifiers. According to the consumer guide, more than 30% of consumers will not use the air purifier correctly after turning on the experimental motor source, which is mainly manifested in the replacement of the filter. 34.9% of users do not know that the filter of the air purifier needs to be replaced regularly. The data also shows that 54.1% of users cannot replace the air purifier filter regularly, and some users even remove the filter directly for cleaning. Since the filter material of the purifier is mostly HEPA, which is a consumable, it has almost no purification capacity after cleaning. Usually, when the white HEPA filter surface has tended to black, it should be replaced

for the "extended service" air purifier filter, industry experts pointed out that once the filter is saturated, the ability to filter PM2.5 and other pollutants will be greatly reduced, which may also cause secondary pollution. "

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