New national standard stipulates that strict air purifier industry accelerates reshuffle

Since the “Consultation Draft” was publicized at the end of last year, the new national standard of air purifiers has emerged this summer.

With the frequent occurrence of environmental events and people’s increasing concern for health, the “haze economy” has driven the rapid development of the air purifier industry. However, information released at the 2015 National Internet+ and Air Purifier Industry Development Conference recently showed that negative evaluations such as OEM production and false publicity caused the air purifier market, especially the online platform, to become chaotic, resulting in a significant decline in sales. The sales of air purifiers dropped by 17% in the first quarter, which means that the industry reshuffle is accelerating.

Industry prospects are good to attract companies to cross-border "nugging gold"

In 2014, the growth rate of the home appliance market slowed down. Some categories such as color TVs and refrigerators even experienced negative growth, while air purifiers became the highlight of the industry with a growth rate of 94.8%. According to data from Ovid Cloud Network, the annual sales volume of the air purifier market reached 15.1 billion yuan in 2014, an increase of 94.8% year-on-year.

With the gradual awakening of public awareness of cleanliness and the rapid spread of Internet information, there will still be more room for growth in the net and net market. The reality of the data is that China's current air purifier home ownership rate is less than 1%, and there is a big gap between the 27% and 17% share of the developed countries such as the United States and Japan. According to the report of Ove Cloud Network, the market size of the net net industry in the next five years will exceed 100 billion, and the prospects are very promising.

The huge space and potential of the market has attracted many manufacturers to get involved in this area. Including TCL, Wanjiale and other home appliance manufacturers that did not initially engage in the field of air purifiers, they have also begun to expand new product categories. Even many Internet companies have also wanted to share their products across the border. Xiaomi, Cheetah, and 360 have all been released at the end of last year. Their air purifier products, as well as some use of Internet elements to operate air purifier products, including the "three dads" smart air purifiers for crowdfunding on the Jingdong platform, and the launch of the Nutshell Network Smart air purifiers and so on. In addition, Mengfali as a massaging apparatus, Shuangfeiyan as a PC peripheral, and companies such as Xinlun Technology, Rainbow Precision, Hengdian Dongxi, Yuexiu Medical, and Snow Wright all have “Nuggets” air purification. Market.

A sharp increase in the number of market brands exposed the “drowning fish in troubled waters” problem The number of air purifier brands on the market has rapidly increased. The recently released “Air Purifier Industry Blue Book” released by Yikang Market Research Institute shows that the number of air purifier brands on the market in 2012 was 56 of them were 151 in 2013. Last year they were even higher. There were 139 offline brands and 534 online brands.

The participation of many manufacturers has accelerated the popularity of air purifier products. Although the market price of air purifiers is still high, the average unit price in the market has fallen sharply from the previous two years. The Blue Book shows that the air purifiers in the offline market in 2014 were The price was 2,964 yuan, and the average online price was 1,524 yuan. The retail sales of the air purifier market grew from 52% in 2012 to 163% in 2013, and to 32% in the previous year.

On the other hand, the emergence of too many brands has also disrupted the consumer's "visualization", said Liu Daren, general manager of Ovid Cloud Air Conditioning Environment Division. "Consumers are already disgusted with false or exaggerated propaganda from manufacturers, and some are smaller. The brand's sales have fallen or even disappeared.” The reporter also learned from the industry that many air purifier products on the market are OEMs, and even industry insiders who do not want to be named say, “As long as marketing, everyone can Make an air purifier brand out, anyway, OEMs in the Pearl River Delta will help you produce." But it also caused a chaos in the air purifier industry, many companies do not really master the air purifier technology, product quality is difficult to guarantee .