According to statistics, the air purifier market started blowout in 2013 and slowed down in 2014. However, even if the growth rate slowed down, it still accumulated sales of 3.45 million units in the past year and soared to more than 15 billion yuan in sales. Up to 94.8%. It will be expected to exceed 20 billion by 2020.
Huge demand has brought unlimited business opportunities. The air purifier that has no national name has become a “black horse†presence. For a time, many traditional enterprises have rushed to the beach and competed for each other, seeking to seize the market share. Major internet companies are also not far behind and new products are frequently launched, with the intention of sharing a slice. The frenzied influx of capital has led to a rapid expansion of the air-to-ground market, bringing about prosperity and chaos. As industry insiders bluntly said, "If you don't understand, you have to fish in troubled water, take the opportunity to earn a vote and shoot buttocks; people who understand, wait for the industry to reshuffle until the orderly day."
As a result, the air purifier industry has a lot of troubles and disputes, and the momentum of the group's deeds. Because of this, there are many "variables" behind the industry's prosperity:
(1) Changes in standards The rapid growth of the industry and the influx of a large number of companies have exposed the defects of current standards. To this end, from the second half of 2013, the industry organizations jointly revise the third edition of GB/T18801 with industry players. After two years of brewing, the new version of the standard is expected to be completed in the first half of this year and formally meet the industry and consumers.
In the new standard, the four indexes of clean air volume, purification efficiency, noise and purification life have been revised and improved, and the applicable area of ​​air purifiers, the release requirements of harmful substances, the evaluation method of small-scale purifiers, and the evaluation of duct purification equipment have been added. Method and standby power, etc.
Lu Jianguo, director of the Institute of Test Technology of China Household Electrical Appliances Research Institute, said: "The revised standard does not mean that the original standard is not implemented. The GB/T18801-2008 "Air Purifier" is still being implemented." He said that the new version of the standard was approved for release. By the time of implementation, the company will be allowed three months to six months to switch standards.
In addition, according to industry sources, the future national standards for air purifiers will be revised every three to five years depending on the industry and market development.
(2) Changes in profit demand and policy dividends stimulate and drive the market. The outbreak of the air purifier industry in 2013 to 2014 relied heavily on the strong demand brought by air pollution led by smog. The industry expects that in 2015, the air purifier industry's retail market shipments will reach 9 million units, and the total amount of retail sales may be more than 20 billion yuan. "Golden Cake" is in the immediate vicinity, and "profiteering" is undoubtedly the biggest driving force for many companies to enter the vacant industry. The gross profit rate of air purification products is at least 50%. In contrast, the current television profit margin is only 5%, and the profit rate of refrigerators and washing machines is about 8%.
The development of the air-cleaning industry has gone from the coldness of the past to the present, and it has also evolved from the initial non-standard to the orderly manner of the present day. The era of profiteering has never returned. The influx of companies have to face more competitors. With the development of science and technology and the repeated price wars, coupled with the continuous popularization of products, the profits of the entire industry will inevitably be lowered. The average price of the industry will also decline in 2015, and the average product is likely to reach around 1,000 yuan.
(3) The research data of brand change institutions shows that as of 2014, more than 300 companies in China have entered the clean and empty industry. At present, there are hundreds of empty net brands on the market, whether they are foreign brands such as the United States, South Korea, Japan, or domestic brands such as Haier, Midea, and Hisense, and even later Internet brands such as Xiaomi, 360, Hujiao, and Cheetah. In further promoting the diversification of the air purifier brand, and showing more and more, more and more quickly.
According to a survey, air purifier products have a penetration rate of more than 40% in Europe and the United States, 70% in Korea, 27% in Japan, and less than 2% in China. How big is the cake in the empty net market. Although the air purifier brand on the market is almost saturated, it still can't stop the entry of newcomers. I believe that after winning the victory, the strong will be stronger, the weak will disappear, and the road to the brand of the air-net market will be more clearly defined.
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