Air purifiers, which absorb, decompose and transform air pollutants to improve the cleanliness of the air, have gradually become the hot spot pursued by people. Investors and entrepreneurs began to enter the field of air purifiers after seeing this development opportunity.
In 2013, with the large-scale outbreak of smog, air purifiers also showed a trend of rapid growth. It is reported that in 2013, the sales volume of the air net market increased to 130.6%, and the revenue increased to 162.7%. Driven by this huge interest, more and more enterprises begin to join in the field of air – clearing. However, with the substantial increase in the number of people entering the market, there are more and more “problems” in the empty net market.
The apparent prosperity of the empty net market chaos
Twenty-three batches of air purifiers were found to be substandard in a special spot check conducted by the General Administration of Quality Supervision, Inspection and Quarantine (AQSIQ) in 2017. This shows that China’s air purifier market is in a period of product quality chaos. In fact, as early as 2015, there were false publicity and high product prices in the air and net market. Moreover, with more and more enterprises entering the air purifier industry, there are many finished products with uneven quality in the air purifier market.
Data from the Market Demand Forecast and Analysis report of China’s Air purifier Industry released by Qianzhan Industry Research Institute show that the number of brands in China’s air purifier market increased from 151 at the beginning to 689 in the period of 2013 to 2015. These air net brand has brought unqualified product quality to the air net market, brand fish-eye mixed beads and other problems, and these problems in addition to bring enterprises difficult to break through the development of the dilemma, but also damage the interests of consumers.
Furthermore, in order to harvest users first, enterprises often speed up the production of products, and rush into the field of air purifiers when the technology is not mature enough; And some of the research and development of air purifier products in order to reduce labor costs, increase profits, the finished products are not more inspection, making the products on the market many quality problems; Another potential factor is that as people pay more attention to the quality of the environment in life and people’s demand for diversified air and clean products, some air purifier enterprises with single function will be in danger of being eliminated.
However, according to relevant survey data, more than 90% of consumers have a demand for indoor purification. From this data alone, we know that the empty net market has a great space for development. In addition to being a big consumer in the air market, China is also a big manufacturer.
About 70 percent of the world’s air purifiers are produced in China, and a total of 19.8 million units were produced in 2016, according to the China Commercial Industry Research Institute. According to the 2017-2022 China Air purifier Industry market prospect survey and investment opportunities research report, the output of Air purifiers in China will rise to 24.68 million units in 2017.
In order to meet people’s demand for air purifiers, there are many air cleaning enterprises on the market, including Three Dads, 352, etc.; Big Internet enterprises such as Xiaomi, Cheetah, 360, etc. There are also some imported products such as Philips and Agison. Under the general trend, the development of air purifier industry has become a hundred trend.
It is reported that at present, China has not less than 700 air purifier brands, and in these enterprise brands, the main activity in the air net market is 352, Millet air purifier, Cheetah, the United States and other well-known brands.
Air purifiers become a technological weapon of 352
On November 6, 2017, 352 environmental protection technology announced that from Bertelsmann, Jingwei venture capital and other investors to invest not less than 200 million yuan in the first round of financing, is said to be up to now in China’s air purification field in the largest financing. In 2017, 352 opened an offline sales channel to further expand its sales range in order to better launch its products. However, before 352 environmental technology can break the market for smart air purifiers, several problems need to be solved.
For one thing, the 352 has not been very good at advertising. Just as the saying goes, “Even the fragrance of wine is afraid of the depth of the alley”, no matter how good the product is, if there is no good publicity, it will be unknown, and the development of the product is inseparable from people. If the publicity is not enough, it will have a great impact on users’ drainage, which is not conducive to product sales and will limit the enterprise to move forward.
Secondly, there are foreign brands such as Philips and Agison, and there are three dads, air fort and other enterprises “run” each other. Under the attack from inside and outside, whether 352 can play a day in the field of air purifier remains to be tested. Moreover, 352 air purifier itself does not have the advantage of being too vertical, and its products are relatively popular, which cannot meet users’ personalized needs for products.
Finally, the product price is high, and there is no price advantage in front of many entrants. In order to gain market share as soon as possible, other air purifier enterprises began to play a “price war”, such as Xiaomi air purifier only 1999 yuan, car air purifier only 499 yuan. The 352’s air purifier costs 2,799 yuan, much higher than Xiaomi’s, which makes it lose its price advantage. In the case of basically the same product functions and similar effects, consumers are naturally more willing to choose cheap air purifiers.
In the era of rising air purifier industry, 352 in order to improve its position in the air purifier market and increase sales, it is necessary to solve problems such as insufficient publicity, high price and lack of personalized products while meeting consumers’ requirements for product quality.
Vehicle-mounted air purifier is an inevitable choice for Xiaomi to comply with the development of The Times
Because the car space is small, not easy to harmful gas diffusion, and easy to produce harmful substances, based on this, vehicle-mounted air purifier has become another big field of enterprise investment. In the increasingly fierce competition in the air and net market, xiaomi launched the vehicle air purifier in the air and net market by many consumers. Xiaomi vehicle air purifier brings quality assurance by virtue of its own technical ability, and the market price of Xiaomi products is much cheaper than that of other brands. Victory in the price war brings a good drainage effect for xiaomi air purifier.
Xiaomi car charger and Xiaomi car air purifier ranked first and second respectively in the most creative car accessories in 2017, according to the 2018 Internet Weekly &eNet Research Institute choice rankings. Nowadays, as people pay more attention to air quality, many enterprises begin to introduce air purifiers, and Xiaomi is no exception. However, xiaomi’s air purifier won the runner-up for the most creative car accessory last year, but there are still some problems.
First, miui’s air purifier lacks influence compared with other professional brands. Xiaomi air purifier is a crossover product, and three dads, air fort and other professional layout of air purification enterprises some “amateur”, which makes Xiaomi in the production of air purifier experience and technology is not as good as those professional strong enterprises. And in terms of market influence, consumers are more willing to choose a more professional party.
Second, Xiaomi’s air purifier was launched at the end of 2016. Compared with other companies that have been developing in the air purifier market for several years, Xiaomi is only a “newcomer”, and its finished products are relatively single in function. In the field of vehicle-mounted air purifiers, Xiaomi is still in the exploration stage. It does not have enough understanding of market demand, nor is it too prominent in product functions and lacks personalization, which will limit the expansion of user scale.
On the whole, the development of Miui air purifier is quite good. With its original user reputation, it successfully exported air purifier products, and further deepened the market brand of “Miui is a way of life”. Xiaomi, which launched its in-car air purifier in late 2016, upgraded it in September last year to build a link platform and enable real-time adjustment of related software.
In recent years, with the rise of air purifiers, many enterprises have chosen cross-border investment. However, if Xiaomi wants to continue to survive in the increasingly fierce battle of air purifiers, it still needs to overcome technical difficulties, constantly improve its combat effectiveness, improve product quality and develop diversified product functions.
Xiaomi and other brands can bring a new round of reshuffle to the empty net market
According to the “China air purifier market demand forecast and investment strategic planning analysis report”, the current penetration rate of air purifiers in China’s households is only about 1%, which also shows that the air purifier industry has a great market space for development. In order for 352, Xiaomi and other related enterprises to gain a firm foothold in the field of air purifier and bring a feast of science and technology to the market, they need to solve their own pain points while constantly upgrading products.
** For 352 air purifiers, the most important thing at present is to increase publicity. In fact, there are some cost-effective products in China, but due to insufficient publicity, the brand is too low and the market share is small. Therefore, we should pay attention to brand publicity and combine online and offline. We can start from high-end to earn people’s attention, and then gradually promote to the middle and low-end, so as to expand brand awareness.
Moreover, in the case of increasingly fierce competition in the air purifier market, 352 needs to distinguish itself in many air cleaning brands, and it also needs to categorize products targeted to create products used in different fields, such as household field, restaurant field, automobile field and so on. Highlight the advantages in one vertical field, and then extend to other fields, thus driving the development of the brand.
** Take Xiaomi vehicle-mounted air purifier as an example: ** For Xiaomi vehicle-mounted air purifier, although relying on xiaomi this “mother” has a great popularity, but it is slightly insufficient in market influence, which leads to its insufficient combat effectiveness in the face of some professional air cleaning brands. Therefore, it is imperative for enterprises to enhance brand market influence, and the fastest way to take the high-end route. For Xiaomi, there is no shortage of users, traffic and popularity. Taking the high-end route can build an international brand and further expand market share.
Compared with some other experienced air cleaning enterprises, Xiaomi, which launched vehicular air purifiers in 2016, has many shortcomings: lack of personalized products, relatively single functions and other problems. At present, people’s diverse needs make air purifiers also need to take the route of product function diversification, through continuous innovation of products, to create a popular style, to promote the brand.
Today, air purifiers have become one of the indispensable needs of urban residents. As many people enter the game, resulting in some chaos in the air net market, but 352, Millet and other brands into the air net field to a certain extent to bring the opportunity to shuffle the industry. With the continuous progress of science and technology, the continuous promotion of urbanization, 352, Millet and other air clean brands will bring an unprecedented feast of science and technology for the air clean field.
Article/Liu Kuang public account, ID: Liukuang110