Who buys the air purifier?

Zhongguancun Online ZDC survey data shows that from 2013 to 2015, the number of brands in the air purifier market increased from 78 to 688; according to Zhongyikang data, the retail volume and retail sales of China’s air purifier products in 2016 were year-on-year. A high growth rate of 19.3% and 23.6% were achieved respectively.

What makes Xiaobian curious is who is buying an air purifier, so I did a small analysis. The data uses all the transaction data of the 2016 Double 12 Shopping Festival and the following week. Let’s take a look at it one by one.

Source: Taobao’s entire website transaction data, time: December 12, 2016 ~ December 18, 2016.

Let’s take a look at the ratio of men and women. Basically, men and women are more balanced. Considering that this is a 3C electrical product, women’s purchases account for 45.6%, which is already a high proportion.

Looking at the age of the buyer, 26 to 30 years old and 31 to 25 years old accounted for the majority, of which 26 to 30 years old accounted for 28.16%. I think it is a little different from the small series before. I thought that air purifiers are generally used by family customers who are over 30 years old. According to this data, the people under the age of 30 have become the main force of purchase.

The company’s employees account for the vast majority, probably because the consumers of air purifiers are mainly in big cities, and the majority of urban residents are also company employees.

From the point of view of the purchased area, there should be a place where everyone should be surprised, that is Chengdu. The air in Chengdu last winter was really bad, but the students in Chengdu bought 13.96% of the air purifiers. They can only say that they will live!

From the average purchase price, Shanghai students have won the country. “We don’t have many people in Beijing to buy, but we buy it expensive. It is definitely worth the price of 100,000 square meters in our inner ring. Isn’t it a house of 0.24 square meters?”

From the provincial data, Hebei is much higher than Zhejiang, the economic province, indicating that air pollution in Hebei is really serious.

The last piece of data is actually the most interesting. Xiaomi has already pressed all brands on Taobao and became the first. Although many organizations do not recognize it, the data is here. There is nothing unexpected about these two.

According to the sales rankings, many foreign brands of air purifier products occupy the top eight, but in fact, after several years of development, the development of imported air purification products in China is also facing an embarrassing situation, foreign brands have begun to degenerate into a virtual standard in the country, A sub-filled synonym.

The General Administration of Quality Supervision, Inspection, and Quarantine (AQSIQ) recently held a regular press conference to inform the product quality supervision and inspection in 2016 and the supervision and spot check of import and export commodities outside the catalog in 2016. According to the sampling data, in 2016, a total of 6907 batches of imported and exported goods were sampled nationwide, and 1906 batches were found to be unqualified. The unqualified detection rate was 27.6%. Among them, the unqualified detection rate of imported goods was 28.4%, and the unqualified rate of air purifiers that received much attention was as high as 23.2%.

Previously, the results of the comparative test conducted by the China Consumers Association on air purifiers sold in the market from September to November 2016 also showed that many internationally renowned brands had virtual parameters.

Experts in the industry generally acknowledge that foreign brands frequently expose quality problems, in part because foreign brands directly move products from other markets to China, and local innovations for the Chinese market are not improved enough (China’s smog is too strong).

For example, in the later brands, there are two very bright eyes, one is 352, the other is AIRX, these two brands are the main wind-powered machines, but also emerging domestic brands. 352 is called 750CADR, and AIRX is called 700CADR. The hot sale of these two large-volume machines also shows the current anxiety of consumers about air quality.

If foreign brands are not aware of this situation, I believe that over time, domestic air-net brands will gradually occupy the market.

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