Google Translator: Analysis of 2017 air purifier market development prospects
2017-09-14 HD love funny
According to the data published by Oviedev, the net market size has doubled for three consecutive years in 2012-2014, while the 2015 market is declining and resumed in 2016. 2016 empty net product sales reached 13.51 billion yuan, an increase of 14.1%; sales of 5.77 million units, an increase of 0.4%. Among them, the online channel retail sales of 5.46 billion yuan, accounting for 40.4%; offline channel retail sales of 8.05 billion yuan, accounting for 59.6%.
The number of foreign brands in 2016 compared to 2015 increased slightly, while the domestic brands in all channels have declined, including professional electric business channel from 152 to 142; days cat mall from 636 to 433; offline channel Less reduction, less than two brands.
Empty net market distribution rate increased year by year, the degree of popularization of products to enhance the user contact surface expansion, 2016 purifier city distribution rate reached 87.6%. Purification of civilian demand expansion, not only the need for home appliances purifier, in public places and the demand for construction channels are gradually emerging, such as schools, nursing homes, office buildings and hotels.
With the awakening of citizens' environmental awareness and the pursuit of quality of life, consumers have been sensitive to the feelings and feelings of air pollution to their own lives and the impact of pain. Three quarters of consumers feel poor about urban air quality; almost all consumers are dissatisfied with the current air pollution control; nearly 90% of consumers believe that air pollution has affected the feelings of life. So a strong panic of haze to stimulate the consumer's self-protection awareness, is the consumer demand for the gradual expansion of the purchase of the purifier.
The distribution of purchasing power in the purifier market in 2015 was mainly concentrated in Beijing, Shandong, Jiangsu, Liaoning and Guangdong, and the market potential of Sichuan and Shaanxi in 2016 was released.
Empty industry is still in the development stage, a large number of brands, some unqualified enterprises have been washed out, and enter the brand decreased year by year, industry concentration will gradually increase. From the Ovied cloud network to push the total data, the total theory of 2015, there are 1006 brands, the actual sales of 883 brands, out of 123 brands; 2016 theoretical total of 982 brands, the actual sales of 714 brands, out of the 268 brands. Quarterly, 2016, 1-3 quarter, the number of full-channel brand has been declining, the fourth quarter began to rebound.
Brand out of the rate of increase, in addition to upgrading the industry to enter the threshold, regulate the industry, but also to reduce the unqualified brand on the industry and product image damage, enhance consumer confidence in the industry brand and product quality and awareness.
We note that although sales growth in 2016 is weak, but sales are more than 10%, mainly due to product structure increase, the average price increase. 2016, both online and offline have increased the CADR value of more than 400 products accounted for, especially under the CADR value of 400 or more products accounted for 58.3%, online also increased to 33.1%.
Corresponding, offline price of the product is 3302 yuan, 1636 yuan online, higher than the price in 2015. Line channel channel chain products in the largest growth rate, from 2957 to 3328 yuan. While the average price of department stores and vertical electricity companies have declined, all declined by more than 200 yuan. From the Ovied cloud network to push the total data, the number of purification products in 2016 SKU significant difference in the delivery, especially the larger online changes, the line is more gentle. We note that the day cat mall put a substantial reduction, excluding a lot of redundant models, and other channels are varying degrees to increase the number of delivery.
From the functional point of view, almost all of the purifiers are equipped with in addition to PM2.5 and in addition to formaldehyde function, nearly Jiucheng products with bactericidal function. 2016 products in the humidification function has been reduced, the biggest change is the APP control function, APP control function of the retail sales of 63.1%.
Undercurrent
Empty net industry, although in two years to wash off a number of unqualified brands, but the number of brands within the industry is still numerous, the competitive landscape is uncertain, shuffle will continue. In the TOP19 brand, ranking down the brand has 5, up the brand 4.
At present, the number of small and medium-sized enterprises in the industry is relatively large, subject to the enterprise scale, marketing model and sales channels and other factors, most enterprises in the future development will encounter varying degrees of resistance, brand M & A and integration speed Will be accelerated.
To see is that the empty industry, lack of technological innovation, product iteration slow problem. 2016 purifier listing models retail sales contribution, mainly 14 years and before the listing of models, 2016 listed models only about a quarter of the show.
From the Ovilvy net push the total data show that in the recession of the product accounted for nearly half of the models, which is bound to affect the product iterative process.
The use of the scene is more single; technology development bottlenecks, in addition to harmful gases (in addition to the lack of energy, the use of the United States, the United States, the United States, the United States, the United States, the United States, the United States, Function to be a breakthrough; product iteration is poor, the market is old and inventory models more ... ... These are empty net business needs to think and improve the problem.
In addition to lack of product innovation, the empty net business for the marketing model and methods are relatively scarce, it is difficult to impress consumers, out of Chai's haze live and video, the industry in the occasion, momentum, precision marketing lack of bright spots, consumers For the purchase of the purifier can only rely on their own judgments and word of mouth publicity. Users in the choice of empty net products, because they do not exist in the purifier industry professional brand concept, so more inclined to choose their own familiar or well-known brands, many of the products with quality but not well-known brands do not trust, and this industry lack of marketing Greater relationship.
From the survey data can also be seen, the vast majority of consumers in recent years, haze stimulation, the purifier has a certain understanding and understanding, but because of product expertise and publicity on the mistakes, consumers of purification The recognition of the device is still in the shallow cognitive stage, so the identification of the performance of the purifier there are still large defects.
The above is the current situation of the development of the net industry in 2016, although the development in 2016 to the good, but still need to improve a lot of problems, such as product technology innovation, lack of publicity and other issues.
2017 development trend
China's air quality improved year by year, but the autumn and winter haze no dye is still raging, air governance problems difficult to solve. Air purifier will be transferred from the quality of products to just need to type products, product importance, consumer demand for purification will exist for a long time.
In the empty industry, most of the brand manufacturers from the original foundry factory turned to the brand operation. After nearly two years of consolidation, the industry's fierce competition and channels, the higher cost of their own operations have broken through the cash flow to bear the limit, so these brands have gradually out of the market, turned to the original foundry role. For the current foundry factory, the empty market for the whole industry chain has brought the development of the opportunity, the inherent business model limits the further development of OEM factories, so there will be more and more foundry factories Attention to the terminal brand building and promotion.
From the channel, due to the existence of uncertainty in the haze pollution, consumers in the haze coming when the purchase of air purifiers often encounter mainstream channels sold out of stock situation, so the empty industry channels will be diversified in the future The development of the focus area of ??the purifier distribution area, density and channel type number will be improved.
Product reputation is particularly important for empty net industry. When consumers are satisfied with the products and services they provide, they will use the long-term stable relationship, automatically spread the brand, products and services, good evaluation, so that people through word of mouth to understand the product, establish a brand, strengthen market awareness, and ultimately To achieve the purpose of selling products and providing services.
Brand recognition also to a large extent about the choice of consumers, build brand awareness, is the enterprise from the empty net industry come to the forefront of the primary factor. Of course, high-quality, cost-effective products is based on the industry of the enterprise, so product development, iteration will provide enterprises with a steady stream of competitive power.
In the context of product and price homogeneity, channel construction and management become the key point of enterprise force. Only by firmly controlling sales channels can the enterprise's products be finally converted into money. The success of marketing is closely related to the survival of the enterprise. In the process of product promotion and guidance of consumption, high-quality marketing cases can often play a multiplier effect.
If the net net enterprises in the channel, product reputation, brand, marketing several breakthroughs, it will become a business channel, to stand out in 2017.
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