Starting in the winter of 2017, the Chinese air purifier industry can no longer enjoy the good time of “lying and making moneyâ€. On the one hand, after experiencing barbaric growth and staking, the net net market faces a new inflection point of slower scale growth and brand reshuffle; on the other hand, there are many speculators, and brand and product quality problems are frequent and are being resolved. Users have a good impression of the industry and products; in addition, the quiet rise of the new wind industry is also spreading a part of the empty net market consumer demand. It can be said that in the face of the positive and negative aspects of the "bad" pattern, the air purifier market entering the second half is not good. Status: bad news in the empty net market one by one Both A and B are negative information, and the consumer demand that affects the fundamental development of the industry is changing with the emergence of more and more blue sky. Some institutions have predicted that the sales volume of air purifiers in China will reach 100 billion yuan in 2017, which is an uncompromising market of 100 billion yuan. But the actual market data is far from this optimistic estimate. Data from a number of third-party organizations: In 2017, the overall size of China's air purifier retail market was around 15 billion to 16 billion yuan, a year-on-year growth rate. In particular, in the fourth quarter, the recognized empty net sales season was not hot, but it fell sharply year-on-year, and the market turning point began to appear. In the first quarter of 2018, this turning point is already very obvious. According to the data of the first quarter of 2018, the net sales volume was 1.503 million units, a significant drop of over 30% year-on-year; the sales volume was 2.97 billion yuan, down 40% year-on-year. A recognized trend: Compared with the phenomenon of smog explosions in the same period last year, the air quality in the first quarter of this year was good, resulting in a decline in the size of the net net market. The so-called "become an air defeat and air." However, the root cause of the weak market is actually due to the return of consumers' willingness to purchase. In 2013 and 2014, when the empty net market began to prosper, it was the time when Volkswagen fell into an “unprecedented panicâ€. The selling point of empty net products was almost unrepresented. The function of “removing PM2.5†was enough to attract buy. With the paradoxical environment of “smog and fierce tigers†becoming the past tense, most of the empty net enterprises are mainly based on the marketing strategy of “psychological appealâ€, and the lack of development status of products and technology forging can no longer grasp the hearts of users. In addition, the development of the empty net market is fast, the popularity of first-tier cities is high, and the release of large-scale incremental space in the second and third lines is limited, which also limits the development of the empty net industry. Breaking the game: How to do the second half of the net market In the past quarter, it is clear that the tone for the entire 2018 empty net market is determined: “bad†is much larger than “goodâ€. The industry's own problems are even more worrying. The latest national air quality inspection results of air purifiers show that the quality of empty net products is not optimistic. 23 out of 80 batches of samples are unqualified, and the unqualified rate is as high as 28.7%. Among them, famous brands such as Yuanda and Mitsubishi are also on the list. Black list. This more or less reflects the "disadvantages in the process of empty net barbarism development", the demand is more, the business opportunities are thick, and the market is difficult to guarantee. In addition to the market performance in the first quarter of 2018, the proportion of the overall mid-range and even the low-end products has increased significantly. In addition to lowering prices and stimulating demand, product homogeneity and lack of innovation are also deep-seated factors. Since the beginning of this year, as the average price of the entire net net industry has decreased, the profit margin of the product will be further compressed. If the quality of the product is not guaranteed, the development of the whole industry will easily fall into an unhealthy cycle. Although there are many negative factors in the current industry, the air purifier market is not without opportunities. The first thing that needs is the industry to strengthen guidance on the concept of consumption. In order to cater to hot-spot marketing, the air-net industry over-emphasized the harm of particulate pollutants, and also caused it to become a type of “seeing the skyâ€. In fact, smog removal is only a part of the function of empty net products, and formaldehyde and microbes are important functions. If we can reverse the situation that consumers will equalize the air purifier and PM2.5, and combine the products with formaldehyde, viruses, allergens and other factors to improve the conversion rate of home improvement purchasing power, we can pull a certain consumption space again. . Of course, guiding consumers is only one of them. The technological upgrading and differentiated innovation of products are the key to the development of the industry. With the introduction of the new national standard for air purifiers and the upcoming filter-related standards, the air-to-air product energy efficiency upgrade will gradually unfold in the peak season in 2018. It is hoped that the improvement of the technical threshold will urge enterprises to innovate, provide revolutionary subversion and upgrade for industry standardization and product upgrades, and release more market renewed demand space. At present, there are 400 air purifier brands on the market, and there are more than 700 sayings, but the activity is only about 100. In the current professional air net brand, traditional home appliance manufacturers, Internet brand three camps, although each has its own competitive advantage, but in the future like Haier, Midea, Gree and other strong home appliance brands have greater advantages, brand concentration will also increase, The Matthew effect is remarkable, and the final test is definitely a comprehensive innovation in terms of products and marketing models. Optimistic estimates, this year's net net market size is roughly the same as 2017, and even a slight decline. However, if we return to the data, the penetration rate of empty net products in the United States and Japan has reached 27% and 17%, and South Korea is as high as 70%. In contrast, there are only single digits in China, and the potential market space is self-evident. . It can be said that the new iteration of the empty net market will be opened, and the industry will gradually adapt to new demands and establish a new order of healthy development. How to play in the second half? Air purifier manufacturers, are you really ready?
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