Source: China Air Purification Industry Alliance Network

    In the field of air purifiers, although users just need it, there are too many brands in this industry, and problems are frequent.

 

    The air purifier market is an attractive big "cake" that has entered its fourth year since its explosive growth in 2013. Observing Gfk's retail testing data, this market continued its high-speed outbreak in 2015 in 2016. In the first quarter, the overall air purifier market model reached 1421, an increase of 420 from the same period last year. It can be seen that in the face of an unprecedented big market, various so-called dark horse counterattacks and cutting-edge high-ranking stories continue to be clamored in this industry.

    Specifically, in the market of air purifiers, in addition to traditional big brands such as Samsung, Haier, Philips, Yadu, Yuanda, and Sharp, in the past year, Internet companies such as Xiaomi and Cheetah have emerged to enter this industry. It seems that they are standing on top of the environment improvement or great health.

    But in the author's opinion, there are too many of them are hurried departure, hurried on the horse, frantic speculation. Although all brands are at the same big outlet, I still want to remind you that the storm has come, which is both an opportunity and a challenge. "Being a brand and doing real things are more important than storytelling than simple concepts." If you just blindly follow the story and tell the story, but not based on the product, you are likely to fall into the abyss and eventually fall into a defeat.

    1. Speculators are still "fishing in muddy water" at the tuyere

    Needless to say, the market potential of domestic air-net products is huge. The share of air purifiers in 100 domestic households is generally not high, far lower than Japan, South Korea, Europe and the United States. Standing on this tuyere, it can indeed fly, but how to land safely and fly high again? This is a key issue. In the field of air purifiers, although users just need it, there are too many brands in this industry, and problems are frequent. Earlier, a hot-selling air purifier brand from Germany, Connery, was revealed to be made by a local method in a small "black factory" in Foshan, Guangdong. And Philips, Sharp, Yadu and other brands have been repeatedly detected serious false standards.
    Although the country issued a "new national standard" in the field of air purification at the beginning of this year, so far it has not fundamentally solved the "chaos" of the air purification industry. A large number of inferior and white-brand products are still pouring into the market, and the second best is undoubtedly, which will undoubtedly make users gradually resist the entire industry.

 

    In addition, many players seem to squeeze in and become a pig on the tuyere, but they can't land at all. After one use, the user finds that they have been deceived and will never buy again, thus forming a negative word-of-mouth communication effect. Admittedly, to stand out among so many air purifier companies, marketing, hype, and storytelling have often become the choice of many companies that have made quick profits. These are just speculators in the air, and it is difficult to succeed. Therefore, the key to determining success is to truly capture users, and to capture users, the most essential thing is that the product is excellent, and really give users value.

    2. Building consumer demand is king

    Friends who pay attention to this industry are aware that at the beginning of the year, the country promulgated a new national standard for measuring the purification capacity of air purifiers. Many manufacturers who have just passed the line have begun to ecstasy, ignore the actual experience, and fight the price war with low-end configurations. To make use of consumers’ unfamiliarity and understanding of air-clean products.

    It is true that the low-end strategy should not be criticized, but selling it at a low price, under the guise of "Laozi's world first", is a bit exaggerated.

    In fact, when some air purifier companies are keen on hype and telling marketing stories, some manufacturers have a clear understanding of the industry and their positioning. Based on this positioning, they are doing things in a down-to-earth manner. Samsung is one of them. .

    Since the promulgation of the new national standard in March this year, the country has clearly defined the four basic indicators of CADR, CCM, energy efficiency level, and noise value of air-net products. However, the four indexes on the products can be clearly identified. Few manufacturers show their brand confidence. Samsung, as a veteran manufacturer in the air purification field, has set a good example. The air purification products of Samsung's mid-to-high-end product line not only achieve the clear definition of the four indexes, but also far exceed the standards of the new national standard. The highest-end 7000 series air purification The CCM value of the device is even more than ten times that of the new national standard; on the other hand, Samsung has accumulated many years in the field of air purifiers and has a continuous product production and sales system. According to the data, Samsung has established R&D institutions in 36 regions around the world. A total of 38 production bases and more than 70,000 R&D personnel continue to accumulate product development and innovation. It is the deep background support that enables Samsung to face any Changes in the market can respond flexibly, easily, or even one step ahead.

    According to a Gfk report, the offline market of domestic air purifiers is dominated by foreign brands led by Samsung, and they account for 80% of offline retail sales. Why do users pay for them? This is precisely the reason. Changes in any market trend are inseparable from consumer demand driven, only to maintain firm product power in the multitude of market changes, to meet the real needs of consumers, and made differentiated marketing measures. These are the kings of development.

    【Conclusion】
    In short, since 2013, under the "new normal" of smog, domestic consumers' awareness and consumption habits of air purifiers are not very mature. Many air purifier players can easily "eat by the sky" and lie down. Earn money. But at the moment, from the signals revealed by the current market, under the game of Samsung and Sharp, the domestic air purifier market is gradually becoming rational, and consumers' understanding of air purification products is becoming deeper and simpler. The concept era will end, the sales network will sink further, and factors such as brand, technology, channel, and after-sales will become the key factors for consumers to buy or not.

    In the future, the air purifier industry will surely trigger a round of knockout games, and some top students with brand advantages and product quality clearance will have more opportunities to master more initiatives, or will usher in new development opportunities.