In the first 20 weeks of 2018, although the overall sales situation of the air purifier industry market did not reach the same level as last year, in the past four months, the market side also issued some positive signals, which deserves the attention of market participants.
First of all, the enthusiasm of manufacturers is still high According to the monitoring data of Zhongyikang from 1 to 20 weeks in 2018, there were 395 online market participation brands, which was basically the same as last year. From the number of participating brands, we can see that at this stage, although the performance of the empty net market has not reached the expectations of the manufacturers, the brand manufacturers still maintain a high degree of enthusiasm for the market, continue to be optimistic about the market, and maintain a relatively stable pace in product launch. .
Second, market concentration has risen further . From the results of online market monitoring in the first 20 weeks of 2018, the retail share of the TOP10 brand reached 69.5%, which was nearly 3 percentage points higher than the same period last year. The position of the head brand in the market has gradually stabilized, and the increase in the concentration of brand shares also reflects that the market as a whole is still in a healthy development stage.
Again, the average price of air purifier products remains rationally adjusted . In the first 20 weeks of 2018, the average price of the net product in the online product market was 1,751 yuan, a decrease of about 15% compared with the same period in 2017. In the case of the overall unsatisfactory market sales, the product price is down, which is normal under the market self-regulation mechanism. which performed. At the same time, the adjustment of the average price of products showed a certain volatility, and the non-linear decline, indicating that the adjustment of product prices in the market is an active and strategic adjustment of the manufacturers, rather than panic-type price adjustment. From the distribution of product price segments, the retail sales of high-end products with an online market of 7,000 yuan and above accounted for more than 15%, an increase of nearly 10 percentage points compared with the same period of last year. The high-end product is a distinct feature of the empty net market.
Finally, product structure adjustments are still being carried out in an orderly manner . The large CADR value air purifier still occupies an important position in the market. The retail sales of CADR400+ products accounted for 56.8% in the first 20 weeks of the online market, an increase of 12% over the same period last year. The net net product with formaldehyde removal function is also growing rapidly in the market. The retail sales accounted for 70% of the market in the 20 weeks before 2018, which is 3 percentage points higher than the same period of last year. Except for aldehyde-based products, which performed significantly better than non-aldehyde-removing products in terms of retail volume and retail sales, the retail sales of aldehyde-based products decreased by only 6.1% year-on-year, which was significantly better than non-aldehyde-removing products (down 42.0%). .
The air purifier industry has shown some positive signs of bottoming out. In the product segmentation category, air purifiers that remove gaseous pollutants show strong growth potential. The penetration rate of air purifiers in Chinese consumer households is still significantly lower. At present, the number of households in 100 households is still less than seven, and the market development space is huge. How to further sort out and open up the market development will be the subject of subsequent research that requires market participation.
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