Source: China Air Purification Network

   With the popularity and development of Internet technology, consumers' purchasing habits have shifted from offline to online. The latest report shows that in 2015 the online market for air purifiers accounted for 66% of the entire market. At the same time, after the introduction of the new national standard, the savage growth pattern of air purifiers will be ended, and some inferior air purifier products will be ruthlessly eliminated.

Recently, the "2015 China Air Purifier Industry Report" was released. The report showed that the retail sales of air purifiers in 2015 were 3.52 million units, an increase of more than 8% year-on-year; the retail sales were nearly 7.5 billion yuan, an increase of 10% year-on-year. It is worth noting that in 2015, the online market of air purifiers reached 2.3 million units, accounting for 66% of the entire market; the retail sales exceeded 4.2 billion yuan, and the market share reached 57%.

In 2014, the online retail of air purifiers accounted for about 53%. In 2015, while the market for air purifiers grew steadily, online sales were endless. As the largest online air purifier sales channel, JD.com’s retail sales in 2015 increased by 29% year-on-year.

Retail monitoring data shows that the number of online air purifier brands in 2015 was about 350, which is three times the number of offline air purifiers in the same period. In the same year, the number of new models released online was 500, which was three times that of offline. Since the domestic air purifier standard has not been introduced, under the vigorous market, profit-seeking capital has poured into this market, and chaos is inevitable. The strong demand and lack of standards in the market environment are the incentives for the barbaric growth of the air purifier market.

Related industry analysts said that there are many reasons for the online sales of air purifiers. Among them, the booming online channels have attracted more and more air purifier brands to choose to cooperate with them. Many brand manufacturers will launch new products that were originally released offline. Change to the first online launch or launch of special online models; with the popularization of smart phones and online payment systems, the ratio of mobile terminal purchases has been increased, and users can quickly and easily select products using smart phones; various online shopping The promotion of festivals is new and different in the form of activities, blending with the social network in the shopping experience, and the air purifier also has a certain advantage in price, which stimulates consumers' desire to buy.

It is not difficult to understand that since the haze hit in 2011, the market demand for air purifiers has continuously increased. According to data provided by a search engine, in December 2015, the search volume of the term "air purifier" reached its peak, with an average search index of 24304 from the 20th to the 26th, and the previous January 2011 to 2014 In December, the highest value of the weekly average search index was 9556.

But it is worth noting that, compared with domestic brands, foreign brands rely on the strong brand strength and technical advantages in the air purifier market. For online sales, taking Jingdong as an example, the search for air purifiers showed a total of 17,000 products. 9 of the top 10 product brands sold are foreign brands. The data shows that the retail sales of the top 10 air purifier brands with online market share accounted for 53% of the entire online market. In the offline market, foreign brands account for 80% of offline retail sales.

The "2015 China Air Purifier Industry Report" believes that on the one hand, consumers' demand for air purifiers is increasing. It is this consumer demand that has inspired the concern of air purifiers, which is also the development of China's air purifier industry. On the other hand, consumers no longer blindly consume when purchasing air purifiers, but choose to first understand the relevant knowledge of air purifiers before making purchase decisions.

On March 1, 2016, the new national standard of GB18801-2015 "Air Purifier" was officially implemented, which caused a lot of repercussions in the industry and stimulated the air purifier market to accelerate the reshuffle. After the implementation of the new national standard, the air purifiers that did not meet the standards began to be taken off the shelf. From the online to the offline, the air purifier market gradually returned to rationality.