How to Break Through the Air Purification Industry(1)

Compared with previous years, the popularity of air purifiers seems to have declined. On January 24, according to data released by Aoweiyun.com, in the case of a low base of the epidemic in 2020, the category of purifiers in 2021 will still not grow, retail sales and retail volume both declined. Industry insiders believe that behind this is the industry status quo of market competition upgrading and insufficient technological innovation. For air purification enterprises, it is urgent to seek new needs. If air purification products can be popularized in more functions and scenarios, then this The development of the market will usher in a new spring.

Air Purifier
Air Purifier

AVC Omni-channel push total data shows that in 2021, the retail scale of air purifiers in China will be 6.59 billion yuan, down 5% year-on-year, and the retail volume will be 3.83 million units, down 2% year-on-year; the number of online purifier brands will increase from 476 in 2018. Reduced to 339, offline from 110 to 79.

This is not the first time the air purifier market has experienced a decline. Since 2018, sales of air purifiers have fallen off a cliff. According to the total data pushed by Aowei Cloud Network (AVC), the retail sales of air purifiers in my country in 2018 was 11.67 billion yuan, a year-on-year decrease of 27.6%; Sales were 3.795 million units, down 18.5% year-on-year.

In the next few years, the air purification industry will still be in the stage of bottoming out and sideways. In the short term, the development of the industry will still face severe tests. Aowei Cloud predicts that in 2022, the retail volume of purifiers will be 6.55 billion yuan, a year-on-year decrease of 1%, and the retail volume will be 3.93 million units, a year-on-year increase of 2%.

In terms of brands, in the next 2-3 years, the brand structure will be reshuffled. A few new brands believe that the market has bottomed out and will enter the market. ”, the number of brands will continue to decrease; in terms of price, the sluggish category will make brands realize that price wars cannot bring more profits to enterprises, and under the circumstance of insufficient demand, it will inevitably stimulate enterprises to upgrade product structure. In order to increase the unit price of products; in terms of channels, the trend of shifting from offline to online channels is irreversible, especially the rapid development of social e-commerce represented by Douyin and Kuaishou, and some brands have successively entered emerging platforms. In 2022, brands will focus on social networking New e-commerce channels open up new competition.