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The honey sugar, my arsenic.With the continuous increase of air control in China, the air quality of many cities has been initially improved, and the wave of air and air that has been smoggy for several years has been devastated by the cliff.
According to data from Avi Cloud (AVC), the market size of air purifiers in 2017 was 16.2 billion yuan, a year-on-year increase of 20%. Although the growth of the whole year is still considerable, from the sales rhythm of air purifiers in 2017, the market has shown an obvious high and low trend. The growth of the whole year mainly depends on the surge at the beginning of the year, and the increase in the latter half of the year. The speed has begun to decline. Even if it should be the heating period of the air purifier sales season, it seems that the peak season is not prosperous.
According to the Beijing market data provided by Avi Cloud (AVC), in the fourth quarter of 2017, sales of air purifiers in Beijing fell by 57.6% year-on-year, the largest decline in the country, and in the first quarter of 2017, The year-on-year increase in sales of air purifiers in Beijing was as high as 116.6%. At the same time, the data of 1-4 weeks from 2018 to Avi Cloud (AVC) also showed that the retail volume of air purifiers was 292,000 units, down 58.3% year-on-year.
Many people in the industry said that the air purifier has passed.
Then the question is coming. After the smog economy, where should China's air purifiers go?
In fact, after the smog of the air purifier, the economy is not completely unrecorded. On the one hand, consumers in our country have begun to realize the importance of clean air for health, especially for people with old people, children and air sensitive people. On the other hand, the enthusiasm of the air purifier manufacturers was fully mobilized. According to the monitoring data of Zhongyikang, in the 120 weeks of 2018, the number of online market participation brands was 395, which was basically the same as that of the same period last year. It can be seen that although the performance of the empty net market at this stage has not reached the expectations of the manufacturers, the brand manufacturers still maintain a high degree of enthusiasm for the market and maintain a relatively stable rhythm for the launch of the products.
It can be said that today's air purifier industry is not faced with life and death, but at the fork in the road, when it is time to decide the direction of transformation.
The China Industrial Research Institute research report also shows that China's current air purifier penetration rate is only 1%. Compared with 17% in Japan, 27% in the US, 40% in Europe, and 70% in South Korea. Referring to the relevant data of developed countries with better air quality, we will find that the popularity of air purifiers is not directly related to smog. Smog is only an additional opportunity for China's air purifier industry. .
In the future, the development of China's air purifier industry is still expected. Rather than saying that the air purifier has passed, it is better to say that the smog economy has passed the dividend, and the next step is to meet the trend of fair starting line and industry transformation.
Break down professional-grade products or become mainstream trends in the future
Nowadays, China's air purifier enterprises naturally need to get rid of the dependence of products on smog. For complex indoor air purifiers, the professional subdivision of products will become a distinct feature of the future development of the empty net market.
From the monitoring data of Zhongyikang's 120 years in 2018, the subdivided categories of air purifiers and products that remove gaseous pollutants gradually showed strong development potential. Among them, the products with formaldehyde-removing function contributed rapidly in the market, and the retail sales accounted for 70% of the market in the 20 weeks before 2018, which was 3 percentage points higher than the same period of last year. Except for aldehyde-type products, the performance in retail sales and retail sales is significantly better than non-aldehyde-removing products.
Of course, not only the addition of formaldehyde, but also the targeted subdivided air evolution products will play their role in their respective fields. The development of China's air purifiers will also get rid of the status quo of single malformation. Become a mature industry.
In 2018, the challenge of the air purifier market is unprecedented, but the adjustment process is also the process of good money expelling bad money. Before the impact of sales caused by environmental improvement, there will be quality requirements brought by consumption upgrade. In this way, only the empty net manufacturers that persisted were successful.
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