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The following is the Air health electrical industry white paper From TMIC & Lianwei data recommended by recordtrend.com. And this article belongs to the classification: Home appliance industry, research report.
“Air health electrical industry white paper” provides a comprehensive analysis of the air health industry through insight into the big data of the people and goods yard of TMIC platform and the real feedback of small samples of consumers. The report makes a professional analysis on the current situation of the industry, the segmentation of target groups, the consumption demand point and the trend and growth point of the industry in the future, providing strong guidance for businesses to broaden and deepen the industry.
According to the white paper, affected by the epidemic situation, the proportion of online home appliance consumers concerned about air health has increased, and 32% of respondents listed air quality as their most important health needs.
With the improvement of consumers’ attention to air health, air health appliances have quickly come out of the trough brought by the epidemic this year. In the past half a year (may October 2020), the online market turnover of air health appliances increased by 12.38% year-on-year, and the scale of users increased by 14.5%.
Among them, air purifier almost accounts for 90% of the online air health appliances transaction volume.
The trend of “consumption upgrading” is obvious, and the market is obviously driven by the epidemic situation
From the overall data of the market, the market of air health appliances is showing a trend of consumption upgrading.
The report points out that the main reason behind this is that the turnover of products with high customer price has increased significantly. For example, in the air health appliances, among all price bands, the sales volume and the number of users of products with a unit price of more than 3000 yuan increased by 20% and 24% respectively.
This is very good for Chinese manufacturers and consumers. There is a gap between China’s air quality and the world’s major economies, but the GDP weighted penetration index of environmental health products in China’s market is very low.
The so-called GDP weighted penetration index of environmental health products refers to the parameter obtained by dividing the air purifier penetration rate by per capita GDP, which can be used as a horizontal comparison index of the penetration rate of a single product in the market. In the report, for the same index, South Korea and Japan are 2.33 and 0.83, while China is only 0.19. Compared with the data, it can be seen that the air health appliance industry has a huge growth space in China.
From the perspective of the general environment, the development of air health appliances market in China is always accompanied by the fluctuation of hot events. In 2014, when the famous host Chai Jing launched the environmental documentary “under the dome”, he created more than 30 million hits in a day, successfully detonating the air purifier market. The retail sales of air purifiers in China reached 15.1 billion yuan in that year, compared with 7.75 billion yuan in the previous year. Subsequently, the state vigorously carried out environmental protection governance, and the haze problem in all parts of the country has been effectively improved, especially the annual average PM2.5 concentration in Beijing, Shanghai and other large cities decreased significantly. This has a direct impact on the air health appliance industry, which rose from haze in the early stage. At the end of 2017, the air purifier industry encountered the impact of sharp drop in demand, and the market began to decline.
The outbreak of the air health market this year is closely related to the epidemic. At the beginning of the year, the invasion of “new coronavirus” has changed many people’s lives. The first thing people wake up to every day is to turn on their mobile phones to check the news related to the epidemic. At a news conference held in Shanghai on February 8, experts announced that the “new coronavirus” could be transmitted in the form of aerosols. For a time, many people began to think that it was no longer safe to stay at home. Affected by this, the air health electrical industry ushered in a new sales outbreak.
Three people love to buy air purifiers
Due to the large volume, the price band and crowd characteristics of air purifier dominate the overall market. Among the people who buy air purifiers, more than 80% of the residents in the first to third tier cities, more than 80% of the people with medium and high consumption power, and more than 50% of the people aged 30-39 years.
The white paper on air health electrical appliances industry has conducted a multi-dimensional and multi-dimensional segmentation of big and small data for the core consumer group of 30-39 years old living in line 1-3, and summed up three types of characteristic groups: pet Bao parents, taste stylists and big brand practical school.
Among them, pet parents accounted for about 34% of the core group. Most of them had higher education level. They tended to be performance oriented, valued word of mouth, and easy to be planted by tiktok and Xiaohong book.
Consumers of air health electrical products of the “taste style” type pay attention to the appearance of the products and are willing to try a small number of brands. Among them, there are more renters. Because they pay more attention to the quality of life than ordinary people, they are more likely to overspend.
The third type of “big brand practical” consumers are used to “be careful”, but they are not ambiguous in the place where the flower is. They are concerned about the regional air pollution and are very concerned about how to provide a good environment for their families to get together. Compared with the appearance of the products, they will pay more attention to the quality of the products and advocate big brands, especially imported brands. They account for about 31% of the core population.
The overall respondents’ preference for appearance design is similar to the mainstream design style.
They all expect the appearance of the air clean products to be in harmony with the overall decoration style of the home. To be specific, although the modern and simple appearance and color matching are most suitable for a variety of home design and are most popular with consumers, it has become a design trend this year to find breakthroughs in material and detail design in simple appearance and color matching, such as “increasing complex thread and fabric coverage” proposed in the report.
The air purifier with intelligent identification and convenient filter screen replacement is more popular
It is worth noting that in the post epidemic era, bacteria and viruses have also become an important consideration.
In the epidemic situation, people know that aerosol droplets can transmit bacteria and viruses. If an air purifier can intelligently identify the droplets and aerosols in the air, and accurately filter and kill pm0.1 inhalable particles and pathogenic factors, a truly healthy indoor air environment will be created.
The products with convenient replacement of filter screen are more popular. At present, activated carbon and HEPA filter screen, which are widely used in air purifiers, have a short service life in poor air quality environment in China, while the price of genuine filter screen for hundreds of Yuan increases the cost of use of consumers in disguise; the non adsorption type non replacement filter element / filter screen can not only reduce the risk of secondary pollution, but also make the use experience more convenient, reduce the use cost, so as to improve the quality of life Product competitiveness.
“White paper” points out: convenient replacement of filter element is the common concern of pet Bao’s parents and big brand practical school; the replacement free filter element / filter screen or better continuous use experience will have more advantages in the sales of similar products.
To win the market, we need to let the product and marketing evolve together
It is undeniable that the epidemic situation has educated the market to some extent, and people will pay more and more attention to air health in the post epidemic era.
However, in order to gain further market support, the white paper points out that the air health appliance industry must evolve its products and marketing simultaneously. For example, it is also “planting grass” for potential users, and marketing should be targeted according to different groups of people. Chongbao’s parents are most likely to be planted by their family and friends Amway, and are most likely to be planted on social platforms. Marketing for such groups is mainly achieved by KOL grass planting outside the station, focusing on creating mother child and decoration scenes. The products should fully highlight the features of multi-function and convenient cleaning. It is suggested that the expensive products should be upgraded with multi-function and can carry intelligent components.
Taste style home users are easy to grass on social platforms, like shopping websites, and prefer niche brands. For their marketing, KOL grass planting outside the station and short video touch within the station should be the main way to highlight the appearance, niche brands and style of the products. If the products are expensive, it is best to properly emphasize their unique technology.
Big brand practical users love shopping websites, like big brands, and most believe in old foreign brands. This group is suitable for big brands and imported brands to specialize in, highlighting the quality of brands. In terms of marketing strategy, we should highlight the unique technology of expensive products, highlight family gatherings, air pollution and air quality problems in scene communication, and emphasize the characteristics of “convenient cleaning” in product description.
The white paper also suggests that in the product design of the air health appliance industry, differences should be created from the use experience rather than the technical indicators. If the current mainstream air purification products can achieve high purification rate for a variety of air pollutants, in the future, it should comply with the consumers’ demand for convenience in use and upgrade the products, such as filter element, filter screen, silent property, intelligent attribute, etc, Upgrade product features.
Exploring deeper health needs is also the key to improve product design. The white paper points out that people’s demand for sterilization and dust removal is increasing. Therefore, while highlighting the formaldehyde removal capacity of products, more health needs should be explored to create a healthy air environment for consumers in an all-round way.
Generally speaking, as the most representative air health products, the innovation and iteration trend of air purifier is worthy of reference for the whole air health appliance market.
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