Air purifier: tap new consumer demand and find a way to break the game

Smoggy weather swept across the country, frequent searches for formaldehyde in rental houses, and the sudden outbreak of the epidemic deeply touched the heartstrings of the whole people about “health”. Looking back on these years, the air purifier industry seems to have been favored by “God”, and emergencies have brought waves of development opportunities to the industry. However, the size of the air purifier industry continues to shrink, and the development plans of various companies are becoming more and more conservative, and there are very few new products on the market. This can not help but ask, what is going on in this industry? What can companies do to get rid of The current embarrassing status of the industry?

The scale continues to decline, and the industry gets rid of the price war predicament

The sudden outbreak of the epidemic has made consumers pay more attention to health to an unprecedented height. This makes the continued downturn in the air purifier industry once again see the light. However, the epidemic has caused a series of health-focused home appliances, such as disinfection cabinets and health air conditioners, but it has not “turned over” air purifiers that focus on healthy home air. In 2020, the volume of air purifiers will drop, and the decline in sales will be much higher than the decline in sales. The price war in the industry will further intensify.

Although the overall market performance of air purifiers is still relatively sluggish, the gradual increase in the market share of mid-to-high-end products has made the industry feel somewhat gratified. The relevant person in charge of 3M told the reporter of “Electrical Appliances” that, judging from the market performance in the first half of 2021, consumers’ demand for air purifiers continues to develop towards high-end. Therefore, driven by a new generation of clean air purifiers that focus on the mid-to-high-end market, the 3M air purifier category has achieved better performance than the market.
The air purification function is becoming the standard configuration of new air conditioners, and fresh air products are also entering more and more Chinese households, which makes the air purifier industry that is already in the throes of “become embarrassed”. Even so, many companies that are still struggling in the industry are still optimistic about the development prospects of the air purifier market, and are striving to explore new demand points and find a way to break the situation.

In the pan-health era, some companies have further explored the health attributes of air purifiers in order to meet the increasing health needs of the public. For example, 3M’s air purifier using unique patented electrostatic electret technology is equipped with a brand-new five-in-one high-efficiency composite filter. Based on the continuation of the 3M particulate mask filtration technology, it optimizes the efficient removal of bacteria and viruses. It also enhances the removal efficiency of gaseous pollutants (such as formaldehyde/TVOC), and fully meets consumers’ high requirements for indoor air quality. “3M will continue to promote technological innovation, and extend high-tech technology to civilian and home life to meet the needs of the market in the post-epidemic era, and to bring sustainable and higher-quality products and solutions. Start with prevention and help build health protection throughout the life cycle.” said the relevant person in charge of 3M.

Yuanda insists on taking a comprehensive road, has developed a full range of air purification products including wearable, mobile, household and commercial, and launched different products for different scenarios. “Broad product line is very rich, which can meet the needs of all kinds of consumers.” Hu Jie said that it is also the case. In the context of the poor performance of the industry as a whole, the scale of BROAD air purifiers is still growing.

In addition, the improvement of air quality testing technology is also the direction for enterprises to increase their layout. Since it is difficult for consumers to intuitively feel the improvement of indoor air quality, it is very important to have an accurate and convincing air quality detection module. For this reason, the industry has put forward higher requirements for high-precision sensors.

On the whole, although the air purifier industry is ushering in a painful period, it is difficult to move forward, and the possibility of explosive growth again in the short term is unlikely, but the broad prospects of air purifiers have been unanimously recognized by the industry. “At present, the penetration rate of air purifiers in first-tier cities is 60% to 70%, but the market share of mid-to-high-end products is expected to increase; the penetration rate in second and third-tier cities still needs to be improved, and the initial demand may first be based on cost-effective models.” 3M related The person in charge said.