Just after the year, the Beijing Municipal Environmental Protection Bureau has released the 2017 Beijing Air Quality “Listâ€. In 2017, pm2.5 has a monthly average concentration of 9 months, which is the lowest level in the same period of the past 5 years, and the average concentration of pm2.5. It was 58 micrograms per cubic meter, down 20.5% from the previous year, and completed the target of 60 micrograms per cubic meter issued by the national “Atmosphere Tenâ€.
In addition, from the distribution of air quality at all levels, the number of days of air quality compliance in Beijing has also increased significantly in 2013-2017. Among them, the number of days in 2013 was 176 days, and the number of days in 2017 was 226 days, an increase of 50 days. The number of excellent days in Level 1 increased from 41 days in 2013 to 66 days in 2017, an increase of 25 days. In terms of the number of days of heavy air pollution, in 2013-2017, the number of air pollution days in Beijing was 58, 47, 46, 39, and 23 days, showing a year-on-year reduction. The incidence of heavy pollution was significantly reduced, and the intuitive feeling brought to people was More and more blue sky.
In the past few years, with the improvement of the attention of the whole society on the air environment and the increase in environmental governance, the overall air quality in China has initially improved. With the continuous improvement of air quality, the hot air purifiers that were popular in the past winter were put into the cold palace. Although the citizens occasionally used it to purify the air in the home, the frequency of use began to drop significantly, and consumers’ net products were empty. The desire to buy is also greatly reduced.
According to industry insiders, in the past, China's air purifier market was too "seeing the sky to eat", it is difficult to get rid of the hat of the smog economy, and the air quality is improving, which is bound to end the irrational explosive growth. From the supply side, the slowdown in growth will lead to an increase in the remaining inventory pressure of air purifiers in 2017. It is expected that in the short term in 2018, the market will work hard to digest surplus stocks. On the demand side, the demand for consumers to empty net products has been upgraded, making it difficult for a single purification function to meet the requirements of current consumers. The high-level demand for intelligent and scene-based is gradually increasing. In this way, the two sides will decide that the future net market will welcome the “big testâ€, the market competition will be more intense, and the low-end and inferior brands will accelerate.
Product upgrades increase the average unit price, brand concentration gradually picks up
From the market data, although the growth rate of China's empty net market slowed down in 2017, it is still in positive growth, and the products are upgraded under the promotion of the new national standard. According to the data of the Czech Republic, the average price of the air purifiers in the online market has been significantly improved in 2017, and the average price has been raised to 3,838 yuan. The average price of products in the offline market has also increased from 1900 yuan to more than 2,000 yuan. It can be seen that after several years of barbaric growth, starting in 2017, the empty net overall market has gradually become more rational, and consumers have turned more attention to high-quality products.
In addition, in terms of the number of brands, the brand data of the 2017 net net market has also begun to shrink, and the brand concentration has gradually picked up. According to the statistics of GfN, the number of brands in the empty net market has decreased from 397 in 2016 to 346 in 2017. Among the brands below 3,000, 93 brands entered, 127 brands withdrew, and net outflows 34, the competition in the low-end market is particularly fierce.
Can't "see the sky to eat", product innovation is still king
Industry analysts said that mature markets should not be "seeing the sky", for example, the average concentration of pm2.5 in Japan is only about 15 micrograms per cubic meter, and the popularity of air purifiers is much higher than the domestic market. In fact, air purification is not only for smog. In addition to pm2.5 and particulate matter-related pollutants, indoor pollution is more complicated. There are harmful gases such as formaldehyde and benzene, as well as various pollutants such as bacteria and viruses. How to meet the air purification of the whole scene and get rid of the law of “seeing the sky to eat†is the main direction for the domestic net air enterprises to exert their strength.
It is worth noting that in terms of policies, the state's control over the empty net market has continued to strengthen. Following the new national standard, this year's National Household Appliance Standardization Technical Committee has also begun to promote the development of the core components standards for purifiers. Among them, the two industry standards of "Filter Filter for Air Purifier" and "Electrical Dust Filter for Air Purifier" have entered the final stage, and are expected to be officially introduced in 2018. After the implementation of these two industry standards, it will undoubtedly provide consumers with a more intuitive reference to further standardize the air purifier market.
Taking into account the entire empty net market in 2017, with the deepening of air control, the smog economy of “seeing the sky†will eventually pass. Regardless of how the weather environment changes, it is always the kingly way to bring more extreme user experience to consumers through product innovation.
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