After a few years of rapid growth in the air purifier market, it suffered an unexpected “cold flow†in the winter of 2017. Due to the improvement of the air in the north this winter, the enthusiasm of consumers to purchase air purifiers is no longer. A large part of the improvement of air is attributed to the vigorous management of smog by the Beijing environmental protection department, including the clean energy transformation of coal-fired boilers, the management of loose coal in rural areas, the adjustment and withdrawal are not in line with the functional positioning of the capital and polluting enterprises, and the retirement of old motor vehicles. Transfer out and other measures. Under such circumstances, air purifier manufacturers have begun to take a different approach, promoting products from pollen, soot, pet hair and formaldehyde.
Sales are cold
In the past two years, every winter, when the empty net product manufacturers "get rich". However, in the winter of 2017, many manufacturers could not laugh. The Beijing Business Daily reporter found that whether in the appliance store or the e-commerce platform, the air purifier is no longer popular among consumers in previous years.
In a Suning store in Beijing's North Fourth Ring Road, shopping guides admitted that the number of consumers purchasing air purifiers has decreased significantly from previous years. In November 2017, there were still many stocks. In December of the same year and January 2018, the number of stores decreased. Stocking of air purification products. In the air purifier area of ​​the store, different brands of products have discounts ranging from 200-900 yuan, but even so, consumers are rarely seen.
The Beijing Business Daily reporter also visited several stores of Gome and found that few consumers stayed in the air purifier area. One consumer said that in the winter of 2017, the smog days were much less than in previous years. I felt that there was no need to purchase air purification products, so I would not consider buying them for the time being, unless the weather conditions worsened.
On the e-commerce platform, the major platforms do not promote the air purification products as much as in previous years, and even do not see the page recommendations for air purification products. For the sales data for the winter of 2017, as of press time, Jingdong and Tmall have not publicly released sales data on air purifiers in December 2017.
According to data provided by Aowei.com, 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. In the first quarter of 2017, sales of Beijing air purifiers increased year-on-year. Also up to 116.6%. Followed by Hebei, the year-on-year decline in the fourth quarter of 2017 was 55.7%. From a national perspective, sales of air purifiers in the fourth quarter of 2017 fell by 24.9% year-on-year.
The reporter also contacted a number of air purifier manufacturers, but each refused to disclose the sales data for the winter of 2017. One of the responsible persons of the company who did not want to be named revealed that the goods were adequately stocked, but after entering the end of November 2017, dealers have reduced the amount of goods purchased, and even some dealers stopped purchasing. A brand air purifier dealer who had tried to sell products in September last year reluctantly told the Beijing Business Daily that he had stopped doing air purification products as early as the end of November 2017 because the sales volume was too low and then changed. Distribution of wall-hung boilers.
Wind direction reversal
Judging from the domestic market situation in recent years, the air purifier seems to be an industry that “depends on the skyâ€. The air conditions of the past few years are obvious to all, especially in the north. But it is also a serious air problem that has spawned a consumer boom in the purchase of air purifiers.
The data shows that the air purifier market has been increasing year by year. From 1.12 million units in 2011 to 5.2 million units in 2016, sales increased by 354.29% within six years. It is reported that in the winter of 2016, the sales volume of Jingdong platform air purifier reached 110,000 units, an increase of more than 200% compared with the same period in 2015.
Fortunately, thanks to the efforts of the environmental protection department, the winter air situation in 2017 improved a lot. On January 3, 2018, the Beijing Municipal Environmental Protection Bureau announced the 2017 ruling transcript. The results showed that in 2017, the average annual concentration of PM2.5 in Beijing was 58 μg/m3, a decrease of 20.5% from the previous year. In 2017, the annual average concentrations of sulfur dioxide, nitrogen dioxide and PM10 in Beijing were 8 μg/m3, 46 μg/m3 and 84 μg/m3, respectively, which improved compared with the same period of last year. %, 4.2%, 8.7%. According to the statistics of the Beijing Municipal Environmental Protection Bureau, in 2017, the air quality in Beijing has improved significantly compared to the previous period. The number of excellent days in the year is 226 days, 28 days more than in 2016, and the monthly average concentration of PM2.5 in 9 months. It is the lowest level in the past five years.
The reporter observed that, unlike the masks that have been covered in the streets in the past few years, the number of people wearing masks in the winter of 2017 has been greatly reduced compared with previous years.
In the view of industrial observer Hong Shibin, the air quality has been improved. In addition to the natural factors of the windy days, it is more important that the relevant departments have achieved great results.
According to the Beijing Municipal Environmental Protection Bureau, in the past five years, the clean energy transformation of coal-fired boilers, the management of loose coal in rural areas, the adjustment and withdrawal are not in line with the capital's functional positioning and polluting enterprises, and the old motor vehicles have been scrapped out. In sum, Beijing is determined to use hard measures to complete hard tasks. In the past two years, the intensity of air pollution control in Beijing has been unprecedented, with a total investment of more than 30 billion yuan. In 2017, the investment exceeded 20 billion yuan. All the measures are directed at the root causes of smog. In this year, Beijing's engineering emission reduction measures were unprecedented, and air pollution was treated by unconventional means.
According to reports, Beijing has quickly promoted the elimination of coal-fired boilers by rapidly advancing the clean energy transformation of coal-fired boilers and the low-nitrogen reform of gas-fired boilers, and has provided strong support for air treatment improvement. In transportation, the intensive machine Motor vehicles emit pollution sources, continuously strengthen heavy-duty vehicle pollution control, rectify automobile exhaust, control heavy-duty diesel vehicles, develop new energy vehicles, and eliminate backward old vehicles.
Another way
Previously, the industry once optimistically predicted that by 2017, the sales of air purifiers will reach nearly 10 million units. However, according to data provided by Ovi Cloud, the sales volume of air purifiers in 2017 was only 7.25 million units. Does this mean that the market for future air purifiers will gradually shrink?
In this regard, the relevant person in charge of the 352 Air Purifier Company said that the air is getting better is a natural process, no one will want the air to get worse. From the current point of view, the air purifier is a product that comes into being for consumers to solve problems, but it does not only solve the problem of smog, when people understand it more deeply, and with the improvement of living standards and Higher pursuit of health, it still has a vast market, but it is more gradual, such as pollen in spring, smoke from kitchen leaks, members of smoking at home, pet hair, bacteria and flu viruses It is the object of purification of the air purifier. In addition to smog, these daily life scenes also require an air purifier to escort.
Ding Shaozhi, the observer of the economic observation and the chief editor of Nail Technology, also pointed out that in addition to solid particles, indoor air pollutants may also include gaseous pollutants such as formaldehyde and toluene, as well as common microbial pollutants such as bacteria and viruses. The awakening of health consciousness will make consumers' dependence on empty net products stronger and stronger.
Based on diversified needs, some air purification manufacturers have explored a multi-functional air purification product. For example, Dyson air purification heaters can increase the harmful gases such as formaldehyde and 99.95% as small as PM0.1 by effectively adding 3 times of activated carbon through 360° glass fiber HEPA filter, effectively removing allergens from home; 352 also launched New fans and other products adapt to different needs of users, and produce more filter elements with different effects for different needs of Chinese families.
“As people's requirements for indoor air quality increase, purifiers are still the most effective products to ensure indoor air cleanliness. However, in the future, a new round of market reshuffle will be carried out. A large number of mixed brands will withdraw from this market. The rest It must be able to withstand the test of the market and users, and the products of the air purification enterprise itself are also updated and iterated." 352 company related person in charge said. Ding Shaoer also stressed that in order to get rid of the dilemma of relying on the heavens, air purification enterprises should focus on the guidance of consumers on the one hand, and increase product innovation efforts on the other hand to promote the emergence of functional integration products.
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