小家电

新奇小家电深刻探讨空气净化器市场的重要性

 

New Novel Home Appliances: The relationship between air purifiers and weather has been closely tied since their inception. When the climate changes, the composition of the air becomes more complex, with pollutants such as particles, allergens, dust, and other contaminants affecting health. This is precisely the area where air purifier products excel – purifying the air and maintaining a healthy environment.

In China, air purifier products gained widespread attention in the wake of heavy smog conditions. In 2013, “smog” became the annual keyword, leading people to focus more on air quality and indicators like PM2.5. Air purifier products became hot sellers in the domestic market, entering a period of high demand.

During smoggy weather, air quality deteriorates significantly, and its impact is not confined to indoor spaces. Outdoors, PM2.5 particles can linger in the air for extended periods, even clinging to peoples clothing and making its way indoors. In smoggy conditions, opening windows for ventilation becomes unnecessary, as it may allow dirty air to enter indoors. Consequently, most households keep their doors and windows tightly shut, making it challenging for the air to circulate naturally.

In such an environment, air purifiers have an excellent opportunity to shine. When you turn on an air purifier, it not only deals with airborne particles but also addresses allergens, cigarette smoke, formaldehyde, and even some bacteria, effectively improving indoor air quality. These features directly address the concerns of users. In the years when smoggy weather became common, air purifier products became a hot-selling category in the home appliance market, and in many households, they even became a “standard item.”

Smoggy weather, with its unique challenges, provided ample opportunities for the air purifier market to thrive. Air purifier manufacturers often emphasize their products ability to combat smog and PM2.5 in their promotional efforts. On product promotion pages, the purification of PM2.5 is typically highlighted prominently as a key selling point. Regardless, for a considerable period, this strategy was indeed effective. Whenever smoggy weather appeared, the sales of air purifier products surged, to the extent that it became a running joke that the air purifier market “depends on the weather.”

Since it relies on weather conditions, its not uncommon for this market to experience periods when “the weather doesnt cooperate.”

The situation has changed in recent years due to a series of environmental improvements and the vigorous implementation of the “coal-to-electricity” project. While smoggy weather has not been completely eradicated, it has noticeably decreased. With reduced smog, the demand for indoor air quality has also gradually declined, and the popularity of air purifiers has waned accordingly.

The “fall from grace” of air purifiers has been a year-on-year trend, and in recent years, the pace of decline has accelerated. According to data compiled by AVC (Aowei Yunwang), the air purifier market in 2020 saw total sales revenue of 6.26 billion yuan, a year-on-year decline of 30.9%, with 3.795 million units sold, a year-on-year decline of 18.5%.

However, events like the COVID-19 pandemic in 2020 and the recent massive dust storms have seemingly given air purifier products a chance for revival. The pandemic has heightened peoples awareness of air and respiratory health, while extreme weather conditions like massive dust storms have reemphasized the importance of air quality. As a result, air purifiers have once again become a popular category.

However, it appears that the air purifier market still relies on external factors, and without a stable environment, stable sales may remain elusive.

One might wonder if the air purifier market can sustain its sudden surge in popularity once the pandemic ends and extreme weather events subside. Past market performance suggests that this might be challenging.

Insights from industry experts suggest that air purifiers rose to prominence following the emergence of extreme weather conditions. However, as comprehensive environmental management efforts continue, the indoor environment is gradually improving, which challenges the position of air purifiers. This doesnt mean that air purifiers are destined to exit the stage of history; rather, they are entering a new phase of transformation. Air purification products need to redefine their roles and explore additional functionalities and usage scenarios.

For instance, the ability of air purifiers to remove formaldehyde has found widespread use among households involved in indoor decoration projects. Individuals with conditions like rhinitis, asthma, and respiratory sensitivities also use air purifiers to enhance their breathing environments. Additionally, some air purifier manufacturers have enhanced their products to combat bacteria and viruses, spurred by the pandemic. These features, distinct from the previous focus on addressing air quality changes caused by smoggy weather, primarily aim to improve indoor air quality. They could be seen as promising directions for the future.

**New Novel Home Appliances**

As environmental improvements continue to manifest and the frequency of extreme weather events decreases, air purifier manufacturers must adapt their marketing strategies accordingly. In the future, they may no longer need to emphasize the purification of smog as the sole or primary selling point. Instead, they can focus more on highlighting other features, such as the effectiveness of indoor air purification, the maintenance of respiratory health, the convenience of smart operation, energy efficiency, and noise reduction.

Of course, by transitioning their products and marketing strategies, air purifiers can potentially reduce their reliance on unpredictable external factors. However, product transitions take time, and manufacturers must seize the opportunity to innovate and transform. If they fail to do so within a suitable timeframe and persist in the old habit of relying solely on external conditions, they may struggle to adapt to future market changes.