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It is said that the air-conditioning market "depends on the weather", in fact, in addition to air-conditioning, the air purifier market is also inseparable from the "day", the former is "high temperature days", the latter is "smog days." Because of the smoggy weather in previous years, the air purifier market has quietly grown into a potential star, attracting all kinds of technology and enthusiasm. However, there is always a risk in starting a market by smog, and now the net net enterprise is experiencing a cliff-like drop.
New turning point: growth and setback
Aowei Cloud Network (AVC) pushed the total data to show that from January to April 2018, the retail sales of purifiers was 3.8 billion yuan, down 37.6% year-on-year. In particular, last year only from January to March, the net net market size has reached 5.21 billion yuan, and the net market growth in 2018 will be in a downturn.
The reason is mainly due to the implementation of various policies and environmental protection in China. The smog has been effectively controlled and controlled. Especially since the second half of last year, the air quality in the northern region has improved significantly, but this has also directly led to The overall empty net market sales trend is not good, the golden age of PM2.5 brought to the empty net market seems to be far away.
The forecast data of Aowei Cloud Network (AVC) shows that the overall sales of purifiers in 2018 will be 16.1 billion yuan, down 0.9% year-on-year. In 2019, the sales volume will reach 16.4 billion yuan, up 2.1% year-on-year. The empty net market fluctuated, and the continuous growth situation was a bit more variable. This also made the net net enterprises that entered the market struggle for a long time, and the market competition was gradually intensified.
From the offline monitoring data of Aowei Cloud (AVC), the concentration of TOP3 brand under the purifier line increased from 47.1% in January-April 2017 to 51% in January-April this year, up 3.8% year-on-year. The concentration has increased rapidly, and the polarization of enterprises has intensified, which is catalyzing a new round of reshuffle in the empty net market.
New choice: high-end transformation
One side is the market situation of "Tiangong does not make beauty", and the other side is a very fierce competition situation. Why is China’s empty net enterprises smashed from the pain of growth? With the continuous deepening of consumption upgrade, the signals of high-end transformation began to be released, using technological innovation, Product structure upgrades have spurred new consumer spending and become the path that leading air net companies are exploring.
First of all, it must be acknowledged that the wave of consumption upgrades has spread to the net industry. The high-end air purification products are popular and have data disclosure. Since last year, the market for high-end air purifiers has accounted for 38.6%, and the scale is still expanding. According to the survey data provided by ZDC, the total proportion of air purifiers in the 2,500 yuan + price segment is as high as 42.44%, while the air purifier in the price segment below 500 yuan is only 16.65%. Consumers' attention to mid- to high-end air-net products has significantly exceeded that of low-end products, and consumers' empty net consumption concept is gradually upgrading from fearful consumption to rational consumption.
This requires the empty net enterprise to upgrade and transform the product structure based on the needs of consumers. As Wen Jianping, chairman and president of Avi Cloud (AVC), said, the air purifiers will create the necessary indoor and indoor environmental solutions for high-end families through intensive cultivation; focus on the consumer experience, according to the specific “field†Create different "views"; change from product management to user management and keep up with the big brands in the industry to meet the new era of consumption upgrading.
Secondly, the high-end transformation of the empty net enterprise focusing on PM2.5 no longer adapts to the new consumption trend. In the past few years, the empty net manufacturers have mostly removed the PM2.5 single function as the main selling point, and even at the beginning also got a lot of consumers who are panicked by PM2.5. However, nowadays, more rational consumers will pay more attention to the purification type and purification capacity requirements of the purifier, and the single net product of removing PM2.5 will fall.
According to statistics, since the second half of 2017, consumers' attention to the ability of purifiers to remove PM2.5 has declined. By the end of the third quarter, the public's attention to removing PM2.5 has dropped to 24.2%. The attention to formaldehyde removal exceeded PM2.5, reaching 39.6%. This shows that with the improvement of air quality, the focus of consumer spending is changing.
Therefore, the empty net enterprise should also carry out an all-round, multi-angle product structure upgrade for the consumption upgrading trend, instead of focusing only on PM2.5 removal, in addition to formaldehyde, odor removal, sterilization, humidification and other diversified functions. Gradually, it is highly important for indoor pollutants, effectively discharging indoor decoration pollutants and carbon dioxide, and purifying indoor air will be the focus of future air-net enterprise upgrades.
New motivation: potential is still
The improvement of air quality not only brings new challenges to the air purifier market, but also affects the rapid growth of the empty net market. But does this mean that China's air purifier market will be wilted? In fact, through high-end transformation, air The purifier market will usher in another spring of development, and the future growth potential is still there.
On the one hand, with the gradual deepening of atmospheric management, China's clean air market will usher in huge structural investment opportunities and become a new driving force for China's economic growth. The latest research results of Clean Air Innovation Center, Beijing Normal University, Beijing University of Aeronautics and Astronautics, Beijing Asia-Pacific Outlook Environmental Development Consulting Center and other institutions believe that in 2030, some of China's clean air key areas will usher in more than 20 trillion yuan of market opportunities. China will become the world's largest market for clean air technology demand.
On the other hand, the current air purifier market is in the growth stage, and the net net enterprise is looking for a more suitable development path, so the pain during the consolidation period is inevitable. In particular, the consolidation period experienced by the current net-net enterprises is short-lived. In the new era of consumption upgrading, the future empty net market is still the hotspot of the development of the home appliance industry.
At the same time, from the development of the past two years, although the air purification industry is undergoing shuffling, many companies are confused, but most companies are still actively exploring different development paths, which will promote the air purification industry to continue to The main engine that has moved forward.
Taking the consumer's growing awareness of health as the starting point, MFRESH, which focuses on indoor environmental pollution, re-establishes the brand concept of “Younger Smart Home Appliances Leader†to compete in the market; high-profile cross-border entry into the net industry's hammer technology, Explain the high-efficiency and extremely fast purifying experience with a smooth breathing intelligent air purifier; the old professional air net brand Panasonic mainly enjoys fresh air, cares for the respiratory system, keeps users away from air allergies, etc., and large and small enterprises are actively exploring different developments. The road is to find a new breakthrough.
In 2018, the air-cleaner industry, which is far more profitable than the “goodâ€, is facing new choices. The diversified high-end transformation and differentiated development will undoubtedly push the whole industry into a new stage of development, and the new phase of the same Has huge incremental potential. We have reason to believe that the air purifier industry will still have much to do in the future.
New turning point: growth and setback
Aowei Cloud Network (AVC) pushed the total data to show that from January to April 2018, the retail sales of purifiers was 3.8 billion yuan, down 37.6% year-on-year. In particular, last year only from January to March, the net net market size has reached 5.21 billion yuan, and the net market growth in 2018 will be in a downturn.
The reason is mainly due to the implementation of various policies and environmental protection in China. The smog has been effectively controlled and controlled. Especially since the second half of last year, the air quality in the northern region has improved significantly, but this has also directly led to The overall empty net market sales trend is not good, the golden age of PM2.5 brought to the empty net market seems to be far away.
The forecast data of Aowei Cloud Network (AVC) shows that the overall sales of purifiers in 2018 will be 16.1 billion yuan, down 0.9% year-on-year. In 2019, the sales volume will reach 16.4 billion yuan, up 2.1% year-on-year. The empty net market fluctuated, and the continuous growth situation was a bit more variable. This also made the net net enterprises that entered the market struggle for a long time, and the market competition was gradually intensified.
From the offline monitoring data of Aowei Cloud (AVC), the concentration of TOP3 brand under the purifier line increased from 47.1% in January-April 2017 to 51% in January-April this year, up 3.8% year-on-year. The concentration has increased rapidly, and the polarization of enterprises has intensified, which is catalyzing a new round of reshuffle in the empty net market.
New choice: high-end transformation
One side is the market situation of "Tiangong does not make beauty", and the other side is a very fierce competition situation. Why is China’s empty net enterprises smashed from the pain of growth? With the continuous deepening of consumption upgrade, the signals of high-end transformation began to be released, using technological innovation, Product structure upgrades have spurred new consumer spending and become the path that leading air net companies are exploring.
First of all, it must be acknowledged that the wave of consumption upgrades has spread to the net industry. The high-end air purification products are popular and have data disclosure. Since last year, the market for high-end air purifiers has accounted for 38.6%, and the scale is still expanding. According to the survey data provided by ZDC, the total proportion of air purifiers in the 2,500 yuan + price segment is as high as 42.44%, while the air purifier in the price segment below 500 yuan is only 16.65%. Consumers' attention to mid- to high-end air-net products has significantly exceeded that of low-end products, and consumers' empty net consumption concept is gradually upgrading from fearful consumption to rational consumption.
This requires the empty net enterprise to upgrade and transform the product structure based on the needs of consumers. As Wen Jianping, chairman and president of Avi Cloud (AVC), said, the air purifiers will create the necessary indoor and indoor environmental solutions for high-end families through intensive cultivation; focus on the consumer experience, according to the specific “field†Create different "views"; change from product management to user management and keep up with the big brands in the industry to meet the new era of consumption upgrading.
Secondly, the high-end transformation of the empty net enterprise focusing on PM2.5 no longer adapts to the new consumption trend. In the past few years, the empty net manufacturers have mostly removed the PM2.5 single function as the main selling point, and even at the beginning also got a lot of consumers who are panicked by PM2.5. However, nowadays, more rational consumers will pay more attention to the purification type and purification capacity requirements of the purifier, and the single net product of removing PM2.5 will fall.
According to statistics, since the second half of 2017, consumers' attention to the ability of purifiers to remove PM2.5 has declined. By the end of the third quarter, the public's attention to removing PM2.5 has dropped to 24.2%. The attention to formaldehyde removal exceeded PM2.5, reaching 39.6%. This shows that with the improvement of air quality, the focus of consumer spending is changing.
Therefore, the empty net enterprise should also carry out an all-round, multi-angle product structure upgrade for the consumption upgrading trend, instead of focusing only on PM2.5 removal, in addition to formaldehyde, odor removal, sterilization, humidification and other diversified functions. Gradually, it is highly important for indoor pollutants, effectively discharging indoor decoration pollutants and carbon dioxide, and purifying indoor air will be the focus of future air-net enterprise upgrades.
New motivation: potential is still
The improvement of air quality not only brings new challenges to the air purifier market, but also affects the rapid growth of the empty net market. But does this mean that China's air purifier market will be wilted? In fact, through high-end transformation, air The purifier market will usher in another spring of development, and the future growth potential is still there.
On the one hand, with the gradual deepening of atmospheric management, China's clean air market will usher in huge structural investment opportunities and become a new driving force for China's economic growth. The latest research results of Clean Air Innovation Center, Beijing Normal University, Beijing University of Aeronautics and Astronautics, Beijing Asia-Pacific Outlook Environmental Development Consulting Center and other institutions believe that in 2030, some of China's clean air key areas will usher in more than 20 trillion yuan of market opportunities. China will become the world's largest market for clean air technology demand.
On the other hand, the current air purifier market is in the growth stage, and the net net enterprise is looking for a more suitable development path, so the pain during the consolidation period is inevitable. In particular, the consolidation period experienced by the current net-net enterprises is short-lived. In the new era of consumption upgrading, the future empty net market is still the hotspot of the development of the home appliance industry.
At the same time, from the development of the past two years, although the air purification industry is undergoing shuffling, many companies are confused, but most companies are still actively exploring different development paths, which will promote the air purification industry to continue to The main engine that has moved forward.
Taking the consumer's growing awareness of health as the starting point, MFRESH, which focuses on indoor environmental pollution, re-establishes the brand concept of “Younger Smart Home Appliances Leader†to compete in the market; high-profile cross-border entry into the net industry's hammer technology, Explain the high-efficiency and extremely fast purifying experience with a smooth breathing intelligent air purifier; the old professional air net brand Panasonic mainly enjoys fresh air, cares for the respiratory system, keeps users away from air allergies, etc., and large and small enterprises are actively exploring different developments. The road is to find a new breakthrough.
In 2018, the air-cleaner industry, which is far more profitable than the “goodâ€, is facing new choices. The diversified high-end transformation and differentiated development will undoubtedly push the whole industry into a new stage of development, and the new phase of the same Has huge incremental potential. We have reason to believe that the air purifier industry will still have much to do in the future.
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