As an emerging home appliance, air purifiers have seen explosive growth in recent years, especially in winter every year, when hazy days occur frequently, making the air purifier market unprecedentedly hot. However, due to the introduction of the new national standard, the air purification market has experienced a round of reshuffling, coupled with the improvement of air quality in many parts of the country, compared to the previous two years of air purifiers selling well, the air purification market in 2018 seems a bit bleak.

Data show that before 2017, the number of brands in the air purification market reached 816, however, by October 2018, the number of brands in the air purification market was reduced to 530, and more than 35% of the brands withdrew from the market.In the first half of 2018, the overall size of the retail market for air purifiers was 2.25 million units, and the market retail sales were 5.8 billion yuan, which was down nearly 30% year-on-year and created the first half of 2018 for each home appliance category In 2018, the data of “Double Eleven” showed that the online sales of air purifiers during the promotion period was 456,000 units, down 33.8% year-on-year, and sales were 790 million yuan, down 39% year-on-year. This shows that the overall air purifier market in 2018 has shrunk by more than 30%, and the market has entered the “winter”.

The explosive growth of the past few years, so that the air purifier industry influx of too many speculators, coupled with the market regulatory system is not perfect, so that the air purifier brand mixed, good and bad products, filled with a lot of low-end products of general quality. The introduction of the new national standard makes the air purification market chaos has been curbed to a certain extent, a large number of low-end air purification brands to launch the market, and the air purification brands that remain will be invested in high-performance product development. As shown in the chart above, the CADR index of air purification products has increased year by year, from 12% in 2014 to 62% in 2017, and the research and development of high-performance products has gradually become a trend in the development of manufacturers.

At present, China's overall air quality has improved, and the performance is more obvious in some cities. According to the AQI statistics of Beijing over the years, it can be seen that the air quality of Beijing has greatly improved, serious pollution and heavy pollution weather frequency is greatly reduced, the overall air quality to light pollution and good. According to the air quality distribution map given by China's online air quality monitoring platform, at the end of 2018, the overall air quality situation in China was not optimistic, with the most prominent air quality problems near Henan Province. Secondly, from the current air purifier ownership, every 100 households have only about 5 units of population, and its popularity is much lower than traditional home appliances such as color TVs and air conditioners. China's population of 1.4 billion, its sales scale is only 1/10 of Japan; and from the point of view of the penetration rate, air purifiers in the U.S. family penetration rate of 27%, 17% in Japan, about 1% in China, these data show that China's air purification market still has a greater potential for development, and is far from reaching saturation.

At present, China's air purification market is mainly dominated by imported brands, the highest sales volume is the Netherlands Philips, the price of its main products in the 8,000-10,000 yuan / unit, in the sales of the top ten companies, there are four Chinese companies, respectively, Yadu, the United States, TCL, millet. And China's direct selling industry sells air purifiers in the direct selling enterprises are perfect, Kangli, green rhyme, lomax, tianshi, etc., the sales price ranges from 2,000 to 10,000 yuan. From the present point of view, direct selling enterprises currently in the air purification market share is not high, the overall sales fluctuations also brought no small blow to the air purification market, but, in the wave of intelligent and big health, air purification products back to the market throne is not impossible.

In the era of rational consumption, direct selling enterprises should not only continue to overcome the core technical difficulties of air purification products, improve the purification effect of the product, and promote the upgrade of the product to intelligence and specialization, but also integrate the air purification products into the health product ecosystem, so that it can become an important part of the health ecosystem, improve the functionality of the product, and create a wider range of applicable scenarios. At the same time, the brand upgrade of the product is also a major focus in the future, trust is from the brand, the second is from interpersonal relationships, direct selling has a good social gene, then how to create a good brand trust will be direct selling enterprises in the air purification market need to continue to break through the direction.