In the current situation of continuous good air quality, how to get out of the smog dependence and seek new growth points in the air purifier market is a problem facing all air purifier enterprises.
New national standard promotes industry reshuffle
Back in 2012, the smog raging made PM2.5 a hot word of the year, and the air purifier with PM2.5 function became the focus of public discussion.
With the continuous increase of smog days, the heat of air purifier products continues to rise, and the sales of air purifiers in 2013 have exploded. Taking Jingdong Mall as an example, in 2013 alone, the annual sales of air purifiers reached more than 2 billion yuan, and its popularity is evident.
In 2015, the relationship between “smog and health†was pushed to the forefront, and the air purifier industry became the “pig on the windâ€. For a time, air purifier companies have sprung up. However, the increase in the number of companies will make the air purifier industry, which has a relatively low threshold, become more mixed.
On September 15, 2015, GB/T18801-2015 "Air Purifier" national standard was officially announced. On March 1, 2016, the standard was officially implemented, and finally the industry ushered in a major reshuffle. Before the new national standard was issued, The old national standard "CADR" data is a unique situation, and CCM, noise, energy consumption and other indicators are introduced into the evaluation criteria. This measure directly eliminates the "data party" in the industry, and the air purifier industry completely bid farewell to the impact of CADR. The "arms race" began to use "performance balance" as a consensus.
Eat by the end of the day
The aforementioned stage can be considered as the 1.0 era of China's air purifier industry, that is, under the premise of fog raging, air purifier manufacturers produce "performance balanced" products to the market, forming a relationship with consumers' supply and demand. Nowadays, with the air quality continuing to improve, whether the air purifier can get rid of the "depending on the sky" and take the 2.0 era is a problem that the industry needs to think about. To this end, "China Electronics News" reporter interviewed Liang Jianjian, founder of Guangzhou Xinyi Technology Co., Ltd. As one of the earliest pioneers in the Chinese market, he was in contact with the air purifier industry in 2009. He stood on the enterprise side and he has a deeper understanding of this industry.
Liang Lingjian said: "Under the current people's cognition and consumption habits, the air purifier industry is very difficult to get rid of 'depending on the day', from the end of 2017 to the beginning of 2018, the sales situation of the entire industry is very obvious. The air is getting better, the sales volume of the whole industry has dropped drastically, and the popularity of the people has also dropped. In the long run, the air purifier industry is still worth looking forward to, but inevitably, the industry has entered a real shuffle."
So, how can a retention company break through? He believes that there are the following points: First, product regression performance. To be a truly performance product, this is in line with the development of the industry in the past few years, and is also the future trend. Second, product details and user experience have become more important. For example, design, PM2.5 real-time display, monitoring and host separation capabilities, App control functions, etc. The third is to design segment products for users. For example, air purifier products with more powerful formaldehyde removal can meet the needs of newly renovated homes. The fourth is distributed channels and localized service capabilities. Fifth, because it is a market that suddenly broke out, in fact, the operational capacity of the empty net industry is generally not strong. But in the past few years, with the big brands joining the industry, to break through, based on the premise of product power, "marketing investment" and "operational ability" is an important factor.
For today's air purifier technology, there are always "traditional filter type" and "no consumables electrostatic dust collection type", Liang Lingjian said: "Air purification technology has more than 70 years of history abroad, not new things The penetration rate of China's household air purifiers is 2% to 5%, and the developed countries are the 20% and 30% household penetration rate, so the status quo of developed countries can be used for reference. The foreign situation is that the traditional filter Network technology dominates, and electrostatic dust collection accounts for a small part because it itself will bring other pollutants. Although the current level of pollutant emission control has been greatly improved, it is inevitable that there will be short-term It is impossible to eliminate consumers' concerns about this situation." In this regard, he added: "The air purifier's fuselage structure is also very important for purification. At present, the type structure of the air purifier will not be uniform, now The design direction of the new product is biased towards the use of double-sided air intake and tower type. The reason is that the efficiency of the double-side air intake is higher (the CADR is larger), and the advantage of the tower type is that it can be stacked, CCM (tired)
New fan industry is still not mature
Throughout 2017, the term air purifier was not mentioned more, but another device related to air became “net redâ€, which is “new fanâ€. From the Baidu index point of view, "new fan" ushered in the historical highest value of its search index in 2017, then how to treat the "new fan" in the future, will the new fan replace the air purifier?
In this regard, Liang Lingjian said: "Air purifiers and new fans are part of air quality products. There is no one who replaces them. New fans can indeed input fresh air by introducing outdoor air, but sometimes they may be buckled. Indoor carbon dioxide concentration is too high. In general family bedroom or larger space, the carbon dioxide concentration will be maintained at 1000~3000ppm. In fact, this is not pollution, but a sign that reflects the concentration of pollutants produced by human metabolism. In the metabolic process, there will be a variety of pollutants discharged, of which more than 100 are discharged through the breath. Among the more than 100 kinds of carbon dioxide is one of them, but the carbon dioxide concentration is the largest, it is better, so the carbon dioxide concentration As an indicator of the pollutants produced by human metabolism, it is obvious that this indicator is somewhat biased. Too high a concentration of carbon dioxide may cause slight discomfort, such as stuffiness, dizziness, etc., but it will not cause damage to organs. As early as ten years ago, California, USA The Berkeley Institute has about carbon dioxide in the classroom.
Liang Lingjian also said that he cited the views of Hou Li'an and Jiang Yi, academicians of the Chinese Academy of Engineering. They did not recommend the new air purification program. The core reason is that the new wind will bring about the problem of building energy consumption. Because the fresh wind now generally has three options, the first is no facilities, the second is electric auxiliary heat, and the third is heat exchange. The first one did not have any facilities. Obviously the fresh air came in and the interior was very cold. The second or third option, for example, the outdoor temperature is minus 10 degrees, and the indoor temperature is 26 degrees. The continuous cold and fresh air is very large for the loss of indoor heat energy. Even if there is heat exchange, it does not meet the development of an energy-saving society. Claim.
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