The empty net market welcomes the exam this year

Frequent haze has caused air purifiers to maintain “wild growth” in the past 2014, and has become the largest dark horse in the home appliance market. The air-to-ground market in 2015 will continue to maintain high growth. However, the strict control of policies, the introduction of new national standards, and the involvement of brand companies have all contributed to the turbulence of the vacant net market. Large reshuffles may be staged at any time, and bid farewell to the “barbaric growth” stage.

Traditional household electrical appliance companies have obvious advantages

The data shows that in 2014, the retail sales volume of the entire domestic air-to-ground market was 5.8 million units, the market growth rate was 59%, and the market retail sales volume had reached a scale of RMB 13.6 billion. In the past year, professional manufacturers such as Philips, Panasonic, and Yadu began to make efforts. Traditional home appliance manufacturers such as Haier, Midea, and Samsung followed suit. Even many Internet companies also slammed into the net-empty market and claimed to subvert the entire industry.

The most eye-catching type of air purifier that Xiaomi launched at the end of last year evoked thousands of waves at an average price of 899 yuan in a market where the average price still floats over 3,000 or more. Apart from the low price, the official also Known as a truly Internet-based and intelligent vacant product, although the product is still carrying the name of “plagiarism” and “false propaganda” a few days ago, Xiaomi’s trip did break the myth of high price of Purifier foreign brands.

Liang Zhenpeng, a senior analyst in the home appliance industry, pointed out that the field of air purification is already a huge profits industry. As more and more Internet companies join in and SMEs grow, the industry average price will definitely be lowered to a certain extent in 2015.

In addition to Xiaomi, 360, a computer software company, cooperated with TCL to launch the T3 Air Guardian. The shell network that made the technology website launched an egg and the browser’s cheetah also introduced Leopard Rice. The air purifier industry started a wave of this. Internet revolution. Recently, at the first national air purifier industry development conference, Song Guangsheng, director of the National Indoor Vehicle Environment and Environmental Product Quality Supervision and Inspection Center, told the Beijing Commercial Daily reporter that there are three major reasons why Internet companies do purifiers: First, the market demand for purifiers is high. Second, the technical threshold of the purifier industry is lower than Other industries. Third, Internet companies have unique advantages in promoting marketing, sales channels, and user experience.

Zuo Yanjun, Brand Director of China Yikang, said that in 2015, more Internet companies will join the air purifier industry, and companies will essentially return to the era of product kings, and continue to strengthen the user's thinking and contacts. The user experience includes not only the establishment of the brand image of the previous period, but also the experience service marketing of consumers in the later period. Companies can rely on the Internet tide to conduct online and offline experience marketing, after-sales service, to resolve consumer concerns from purchase to use to after-sales.

Liang Zhenpeng analysis said that although Internet companies have injected new ideas into the industry, they have not caused any real impact on traditional enterprises. The air purifier industry can not quickly gain market share by relying on a bad price war. Take Xiaomi Mobile as an example. The purchasing crowd is mainly young people with low income, and such people consider the purchase of air purifiers relatively little. It may be difficult for Xiaomi to rely on the original customer groups to sell air purifiers. Therefore, it seems that Internet companies do not seem to be so simple to convince. In 2015, traditional enterprises still dominate the market.

High-end and smart will become trends

China Yikang estimates that the air purifiers shipped in the retail market in 2015 was 9.17 million units, an increase of 58% year-on-year, and the retail sales amounted to 20.8 billion yuan. The year-on-year increase of the market is higher than 50%, which also proves that the air purifier presents a state of rapid growth compared with the shrinking and declining major appliances in many industries. In the next five years, the total accumulated market capacity of indoor air purification household consumer goods is 152 billion yuan. This market scale of hundreds of billions of yuan will leave the future of this industry full of unknown opportunities.

According to Zuo Yanxi's analysis, in 2015, the air purifier industry will develop toward the trend of intelligence and high-end, which exactly coincides with the current needs of the “70s” and “80s” main purchasing groups, and is also the two major incentives for the rapid growth of the market. . Just like the remote control app that many manufacturers are researching, the quality of indoor air can be viewed through the mobile phone, and the air purifier can be directly controlled remotely. This function will greatly facilitate people's lives. In terms of product functionality, consumers are no longer pursuing a single or original purification function. According to big data, 80% of consumers are willing to purchase products with air purification detection, humidification, and filter-replacement features.

At present, the popularity of air purifiers in China is less than 1%. In 2014, the main consumers of air purifiers have gradually shifted from the decoration of crowds, high-end office buildings, high-level leisure venues and high-income families to the elderly and infants' living quarters, and have been popularized into the ordinary people's families. In 2015, the people’s attention to health has increased. With higher and higher levels, the popularity of air purifiers will increase further.

After undergoing its initial explosive growth, air purifiers have begun to shift to various subdivided areas, such as the newly emerging three dedicated Dad and children purifiers and Yadu’s newly launched elderly air purifiers for the elderly, letting the industry in 2015. There are more new business opportunities in the market segments. However, whether market segments can really solve consumer problems from the product and use product functions to support its segmentation and positioning remains to be tested by the market.

No matter how the industry develops, market competition will eventually return to the essence of product competition, rejecting false propaganda and exaggerating propaganda in the industry, confusing various indicators and fooling consumers. Only by doing a good job of the product itself, can it survive the ebb and flow of sand.

Empty net industry shuffle has been hit

The high growth of the air-to-ground market has also made the issue of low industry barriers, pros and cons, and false publicity. Recently, the State Administration for Industry and Commerce decided that in view of the recent market, some operators in the production and sale of air and drinking water purification products have violated the principle of good faith and carried out misleading false propaganda to mislead consumers. It was decided to launch a special campaign to centralize air and drinking water purification products throughout the country from January to March 2015.

At the same time, people in the industry also pointed out that the biggest source of these problems is the lack of industry standards. The current standards drafted in China in 2008 cannot keep up with the development of existing industries. The National Standards Committee will complete the validation and release of new standards for air purifiers in the first half of 2015, and a series of industry problems are expected to be solved.

According to Hong Shibin, executive chairman of the China Home Appliances Commercial Association Marketing Committee, it is still difficult to purify the market for the new national standard. The new national standard mainly refers to existing products to set rules, and the current market is developing too fast, especially under the impact of the Internet wave. However, the introduction of a new national standard can effectively raise the threshold of the air-cleaning industry. The biggest beneficiaries are still strong foreign brands, while some domestic non-compliance and shoddy enterprises will be eliminated by the market under the standard constraints.

As to whether the new national standard will bring about a market reshuffle in 2015, Liang Zhenpeng said that the air purifier market is still in a period of explosive growth, and like the current black and white market, capacity growth is very slow, and even appears Shrinking, due to poor living conditions, companies compete for market share to gain growth, the market will reshuffle. In 2015, there will still be a lot of speculative companies that have not accumulated any technology to enter the empty net industry to make gold rushes. The industry's reshuffle will also be staged at any time with the saturation of the market.