In 2017, the average air quality status of PM2.5 was 43 micrograms per cubic meter, down 6.5% compared with 2016. The average concentration of PM10 is 75 μg/m3, down 5.1%. With the government’s continuous improvement of environmental quality management and air quality improvement, China’s air purifier market faces new challenges and opportunities.
Market enters recovery phase.
Since December 2017, the air purifier market has ended its rapid growth phase in the past five years and has entered an adjustment period. The market retail volume has declined, and price reduction promotion has become the main theme of the market. From the average price of products, the average price of online and offline in the first quarter showed a downward trend, the online price dropped more obviously, and the overall market consumption upgrade trend slowed down.
Beginning in the second quarter of 2018, the market gradually entered a recovery phase. According to JFK retail monitoring data, online retail sales of household air purifier products rebounded in April, up 46.8% year-on-year. In May, offline market also began to recover, retail sales increased by 19.5% year-on-year, online sales increased by 24.2%.
From the price segment, offline growth is mainly concentrated in the mid-to-high-end price segment of 3,000-7,000 yuan, while online is concentrated in entry-level products below 2,000 yuan.
From the channel point of view, the retail volume of offline channels showed a positive growth year-on-year, among which gains of department storewere the most obvious, and the retail volume increased by nearly 40% year-on-year. Secondly, the home appliance chain channel, the retail volume increased by nearly 10%.
Although the air purifier market entered the adjustment period at the end of 2017, the market has experienced a certain decline. However, with the diversification of marketing strategies, product promotion, and the promotion of e-commerce festivals and offline store promotions, the market began to show positive signals.
Change product marketing strategy.
Under the premise of a substantial improvement in overall air quality, manufacturers, e-commerce platforms and major channel operators have shifted from filtering PM2.5 to removing other pollutants such as formaldehyde in new products and major product promotion strategies.