Air purifiers “life and death”: Internet companies push hard to launch black horses

To be precise, the best era of air purifiers appeared in 2014, when the empty net products were full of mystery in the eyes of consumers, and Internet vendors brought a lot of focus to a single story.

After three years, the prosperity of the empty net market seems to be re-enacted. The little-known 352 environmental protection technology has won the largest financing in the air net industry so far. The painful transformation of Jumei has extended one foot to the air purifier, and the ink weather, hammer and so on have also seen the dividend of the empty net market… …

But on the other side of the coin, the Olansi air purifier was taken to the altar, but it fell into the “quality gate” several times; Fu Sheng, who claimed to be “a patient with dust allergic rhinitis”, was close to his “leopard meter”. People’s vision disappeared. Now that Internet companies are once again building up a net market, are they ready to face a “life and death”?

Barbaric growth under the bonus

Even after three years, the dividend in the net market does not seem to be exhausted. In 2016, the market size of domestic net products reached 5.74 million units, and the retail volume and retail sales achieved year-on-year growth of 19.3% and 23.6% respectively. Some people have calculated an economic account. The market penetration rate of empty-net products in the United States and Japan has reached 27% and 17%, and South Korea is as high as 70%. In contrast, the domestic market is only about 1%. The potential market space is not mentioned. And Yu.

In addition, according to the estimation of China Industrial Research Institute, the sales volume of air purifiers in China will continue to grow at a rate of 30%-35% in the future. It is expected that the sales volume will reach 100 billion yuan in 2017 and 300 billion yuan in 2020. A new market of 100 billion.

The rise of the empty net market is inseparable from two major incentives. One is that under the influence of a series of marketing renderings, the idea that air purifiers become “necessities for life” has gradually gained popularity, especially the promotion of consumption upgrades and the growth of the new housing market in recent years. Directly promoted the market demand for empty-net products;

The other is the rapid maturity of the empty net upstream and downstream industries. Up to now, there have been more than 700 air purifier brands in China, including overseas imported products, also transformed home appliance manufacturers, and entrepreneurs and Internet companies across the border.

However, most of the empty net brands rely on products, not products or technology, but capture the consumer’s “psychological appeal” marketing strategy. From the end of 2012, PM2.5 began to become seasonal news. Focus, every autumn and winter season, the media will expose PM2.5 related burst numbers, arousing consumers’ fear and empathy.

Perhaps at this time, there are already many net brand nets stealing music. “Fear” is a very magical phenomenon. Even if you know that buying an air purifier may not solve the air quality problem, at least there is psychological comfort.

From the perspective of an empty net manufacturer, this is the so-called dividend, which is especially true for Internet companies. The pricing of foreign brands such as Philips and Aegis is generally more than 3,000 yuan. The price of 352 series air purifiers sold in Jingdong, Tmall, and other e-commerce platforms is more than 1,000 to 2,000 yuan.

Internet vendors have keenly realized that this price will undoubtedly entangle some consumers, and they want to occupy the “secondary consumption power” market that these brands cannot cover, so whether it is Olansi Or Leopard, the price is below 1,000 yuan.

However, a good set of imported air purifier filter cores cost nearly 1,000 yuan. The performance of the machine below 1,000 yuan and the quality of professional air purifier brands are still quite different. Therefore, because some of the consumption stocks in the market do not have the ability to identify, the figure cheaply buys a “psychological comforting” air purifier, and this part of the consumption stock will eventually be selected again with the poor experience of use, returning to the market and becoming empty. Net new consumption power.

The mysterious empty net market

In March of last year, the National Standards Committee approved the issuance of the newly revised “Air Purifier” national standard, the CADR value (the higher the value, the higher the efficiency, the larger the applicable area), and the CCM value (the larger the value, the longer the filter life. The better the quality of the filter, the energy efficiency rating and other indicators are clearly defined.

However, the higher industry threshold still fails to stop the entry of Internet companies that are “all-powerful”. Jumeiyou, Ink Weather and Hammer Technology released news of air purifiers

At the APE air product launch conference, Reemake Air One and Reemake air one plus have CADRs of 1000 and 2000 respectively. Compared with the CADR value of Olansi Air Purifier 406, several times of advantageous crushing has been formed. Coincidentally, the CADR value of the ink air purifier reached 450. In order to match the price of 2,999 yuan, I have always compared myself with international big brands in marketing and publicity. What is curious is that the first air purifier of the hammer, how will Lao Luo sell his feelings?

Still, the hardware product is not a simple data overlay. After all, it is not a matter of software knocking a few codes than data, but a comprehensive performance. Internet brands cross-border, often fall into the marketing thinking of “word games” and “digital games.”

For example, the Olansi air purifier has been questioned a lot. The so-called 406CADR can only be achieved in high-speed mode, but the noise has reached 75 decibels, which is close to the limit of human ear comfort. Under normal conditions of 40 decibels, The CADR value is only around 200-300, which does not provide basic suction power. Olansi is still like this, and the empty net products of other Internet brands can be imagined.

In contrast, the performance of professional brands in the industry is more pragmatic. Take the second product X83 air purifier released by 352 Environmental Technology as an example. The CARD value of the particulate matter reaches 750m3/h, and the applicable area of ​​the machine is 52-90 square meters. The sound power level noise is only 64.4dB, and the lowest sound power level noise is 34.5dB, which is close to the decibel number of the leaves (30dB).

The savvy capital circle sees the true face of the empty net market before consumers who are still in the ignorant period. 352 environmental protection has been a positive signal from the investment of 200 million yuan such as Bertelsmann, Jingwei Venture Capital and Huatai Fund. The capital is concerned not only with the brand volume but also with consumers’ secondary purchases and user reputation, which can highlight product competition. The force factor, 352 environmental protection is precisely the data that gives a bright eye on these factors.

Shuffle is inevitable

The mature development of any industry is inseparable from three stages: panic buying, comfort buying, and rational buying. Perhaps the vast majority of consumers in China have not yet reached the stage of rational purchase, but this does not stop the trend of the industry to shuffle.

At least for now, there have been three incentives that are not conducive to “speculators”:

1. The new air net regulation will be introduced soon, or the standardization of the empty net market will be accelerated. According to media reports, the two industry standards of “Filter Filter for Air Purifier” and “Electrical Dust Filter for Air Purifier” have entered the final stage, and are expected to be officially introduced in 2018. Different from the “new national standard” that pays attention to the overall energy efficiency standard, the two new standards have more detailed specifications on the filter life and purification capacity and also mean that the technical threshold of the industry is once again improved.

2. Market resources began to tilt, and the entry threshold for empty-net markets increased. At present, the domestic net air market has formed a three-pronged pattern, namely, the household appliance giant represented by Philips, the Internet cross-over represented by Olansi, the professional air net manufacturer represented by Yadu and 352 environmental protection technology. In addition, Gree, Midea, TCL, and other comprehensive appliance giants are also entering the empty net market, leaving opportunities for emerging Internet brands increasingly narrow.

3. The homogenization of the empty net market and the proportion of hidden competitiveness increased. Like mobile phones and air conditioners, air purifiers are also facing the convergence of appearance and technical parameters, especially the entry of a large wave of OEM OEMs and Internet brands. The value of dominant competitive factors such as technology and products is weakened, brand and supply. The hidden factors such as the chain and the internal optimization ability of the enterprise will influence the final pattern of the industry. For example, it is not the air castle that is famous for the implantation of “Ode to Joy”, nor the old company such as Yadu, but the 352 environmental protection technology that is not known because of its products, technical barriers, and supply. The advantage of the chain end.

In addition, with the maturity of consumers’ awareness of empty-net products, they are also testing the full strength of the manufacturers. For the 352 environmental protection technology that has just received financing, it has begun to launch a small space air purifier X50 for small-sized or shared people. The footprint is similar to that of an A4 paper. The CADR value of the particulate matter is still higher than the general air purifier on the market, taking into account the dual elements of the volume and performance of the purifier, and fully taking into account the strict requirements of the small space for mute, basically do Go to “No Disturbance Mode”.

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