In-depth Study and Prospect Forecast on Household Air Purifier Industry in China, 2015-2020
3.2 Market Development Forecast
In recent years, the sales of household air purifier in China increased by 27% each year, influenced by air pollution caused fine particles “PM 2.5”, the sales of Household Air Purifier tends to increase. In 2013, the sales increased to 2.64 million, up 16% over 2012. It is predicted that the sales will continue to enlarge in future, especially, under the situation of severe air pollution, it can be expected conservatively that the market scale of Household Air Purifier in China will grow at the rate of 9% averagely, in 2018, the sales will hit about 4 million from 2.60 million in 2013. At present, the popularization rate of air purifier is less than 0.1%, the number of air purifier in China can raised dramatically. The release of PM 2.5 makes national people pay more attention to living environment and air quality. As one sunrise industry, the market space of household air purifier is huge.
Tab.7: Forecast on Market Development of Household Air Purifier, 2015-2020
Source: Huidian Research
3.3 Market Segmentation
At present, the domestic household air purifiers lay emphasis on indoor decoration pollution; most of mainstream products in market have the function of eliminating formaldehyde etc decoration pollution source, so the functional segmentations are not obvious in real market. The products with bactericidal function
In all segmentations, the functions of products are repeated highly, 45% of products in market have the function of eliminating decoration pollution, even more, the products with bactericidal function are as high as 65%; the market reactions of low-end, conventional dedusting equipment are just so-so, they only account for 33% of equipment and enter into the demand market mainly in the form of gifts and complimentary gifts.
In the leading enterprises of household air purifier, over 60% are foreign-funded enterprise brands, while the domestic brands only account for 38%.
Tab.9: Leading Enterprise Structure Distribution of Household Air Purifier
Source: Huidian Research
In 2014, there were over 200 brands in purifier market in China, but the foreign-funded brands still took most of market shares. According to the data from Huidian research, last year, the top 5 brands of purifier in on-line market in China were Philips, Sharp, Panasonic, Ya Du and Daikin, of which, only Ya Du is domestic brand.
Brands of household air purifier have formed the largest camp: the domestic brand camp represented by Ya Du, Broad, Midea, Gree, Airmate and Lexy, Euro-America brand camp represented by Philips, Airoswiss, Austin and Whirlpool, and the Japan-ROK brand camp represented by Panasonic, Sharp, Daikin, Samsung and LG etc. the market shares of Europe-America brands exceeds 45%, Japan-ROK brands take 35% of market shares, while domestic brands account for less than 20% of market shares. Seeing from the comparison of the market shares of domestic and foreign brands, the foreign-funded brands account for over 80% of market shares and continue to grow steadily by virtue of technical advantages, and the competitive disadvantage of domestic brands is hard to be changed in short time.
Seeing from competition pattern, different brands have different competition focuses, the activated carbon filtering system is dominated absolutely by Philips and Panasonic, ionic filtration system is dominated by Panasonic, Ya Du and Sharp and catalyst filtration system is dominated by Blueair; Seeing from filtration layers, Philips covers fully the air purifier with four layers of filtration or less, and the sales proportion concentrates into the products with less filtration layers, in which, the products with two filtration layers or less account for 50% of total sales of Philips. The main air purifiers of Panasonic adopt three-layer filtration system, Yadu and Blueair adopt four-layer filtration system or above, and Sharp adopts five-layer filtration system or above.
Learn how to effectively navigate the market research process to help guide your organization on the journey to success.Download eBook