The air purifier enters the slow lane and the brand trend is different.
The air purifier market has been receiving much attention from consumers in recent years because he is closely related to the healthy life of consumers and is also a symbolic product of the upgrading of the quality of life. After several years of the rapid development of the air purifier, the market entered a turning point, the growth rate slowed down, the competition intensified, the selling point reversed, and the benign development. In the development period of these years, the gap between domestic brands and foreign brands has gradually narrowed, and the influence of domestic brands has gradually increased, mainly in the following aspects:
The domestic brand share has increased year by year, robbing the foreign brand market
According to the offline monitoring data of Avi Cloud (AVC), the share of retail sales of domestic brands in January 2018 accounted for 39.9%, and it showed an increasing trend year by year. In recent years, domestic brands have gradually focused on their brand image and brand influence, and actively developed technology, products gradually cater to consumer demand.
Source: Avi Cloud (AVC) offline monitoring data
The domestic brand price index is gradually approaching foreign brands
The price index of foreign brands in the air purifier industry is higher than that of domestic brands, but according to the monitoring data of Avi Cloud (AVC), the gap is gradually narrowing. The price index of domestic brands in 2014 is 0.88, the price index in 2017 is 0.91, and the price in January 2018. The index is 0.93, the foreign brand price index is 1.03 in 2014, 1.06 in 2017, and 1.05 on January 2018. With the improvement of consumption level in recent years, the consumption upgrade is obvious, and the domestic brand products are gradually catching up in both technical and appearance. Foreign brands are gradually gaining favor from consumers.
Source: Avi Cloud (AVC) offline monitoring data, price index = average price of the brand within the week (outside) / the overall industry average price of the week
Foreign brands are difficult to localize, and the unqualified rate of random inspection is 38.4%.
From April to October 2017, the General Administration of Quality Supervision, Inspection and Quarantine organized the national entry-exit inspection and quarantine institutions to conduct supervision and spot checks on imported goods other than the statutory inspection commodity catalog. According to the statistics of the General Administration of Quality Supervision, the total number of imported goods outside the catalog was 5,328 batches, and 1,501 batches were found to be unqualified. The unqualified detection rate was 28.2%. Among them, 73 batches of imported air purifiers were randomly selected in the country, and 28 batches were found to be unqualified. The unqualified detection rate reached 38.4%. Among them, the United States, Japan, and South Korea are the most dominant brands, accounting for 25%, 17.8%, and 17.8%, respectively. The main unqualified items are signs and instructions, grounding measures, input power, and current, abnormal operation, components, etc. It does not meet the standards of “Safety of GB 4706.45-2008 Household and Similar Electrical Appliances and GB/T 18801-2015 Air Purifier” in “Safety of Household and Similar Parts of GB 4706.1-2005”.
China’s empty-net market, in the face of such a strong rise of domestic brands, how should foreign brands respond? How to better adapt to the Chinese market? We will wait and see. In fact, whether it is a domestic brand or a foreign brand, it is necessary to meet consumer demand, benign development, and adapt to the changing market.
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