Air purifiers "by day to eat" price cuts have not promoted growth

In 2017, the air purifier market experienced a period of rapid growth at the beginning of the year, with a surge in demand and a shortage of high-demand products. However, as environmental regulations became stricter and government policies were implemented across regions like Beijing-Tianjin-Hebei, air quality improved significantly, leading to a sharp decline in smog days. This shift gradually slowed down the overall market growth. According to the 2017 Home Power Grid Purchase Analysis Report jointly released by the CCID Research Institute and China Electronics News Agency, online sales of air purifiers increased by 12% year-on-year, reaching 3.74 million units, while the total sales value reached 7 billion yuan, up 18%. Despite this, many high-margin models from previous years saw price reductions but did not see a corresponding rise in sales volume. Consumers in 2017 became more discerning when purchasing air purifiers. Some brands strengthened their control over upstream supply chains, including raw materials, which helped lower production costs and led to the launch of several popular, cost-effective models. The influence of internet-based manufacturers also disrupted traditional pricing structures, further compressing industry profit margins. Looking at online product pricing, the majority of sales fell within the 1,000–1,999 yuan and 2,000–3,499 yuan ranges, accounting for nearly 70% of total sales. Sales in the 0–999 yuan range grew by almost 30%, making up 10.28% of the market, while the 3,500–4,999 yuan segment saw a 12.1% increase, contributing 10.81% to total sales. In contrast, the 5,000–6,999 yuan range saw a 25.2% drop in sales, and items priced above 7,000 yuan accounted for just 4.7%, with only a slight decline of 0.3%. The 2,000–3,499 yuan segment remained the most popular, indicating that consumers are now more focused on value and efficiency rather than premium features. Products in the 1,000–1,999 yuan range showed strong potential, and this segment is likely to become a key target for major manufacturers. Despite these trends, the air purifier market still faces challenges. It remains heavily influenced by weather conditions—when air quality improves, consumer interest and sales drop. With ongoing policies such as "replacing coal with gas" and "replacing coal with electricity," smog days are expected to decrease further. As a result, the industry must seek new growth opportunities to sustain long-term development.

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