China Household Air Purifier Market 2020: Trends, Size & Growth

Apr. 14, 2015 11:53 AM ET
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Contributor Since 2015

Lauren Abramson is a freelance writer of recent market tends. She lives in Osage but dearly misses her home in the cold Canadian north. Check out her blog, Global Market Research, for articles on world news, technology news and market research.

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.

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%. More information on this report can be found at .

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 research study, 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.

Driving Factors and Obstacles:

Concerns on outdoor and indoor air qualities − Air quality in outdoors and indoors has continued to deteriorate in recent years: The average concentration of PM2.5 in China's monitored cities was 0 085mg/m 3 in 2011 and increased to was 0.085mg/m 3 in 2011 and increased to 0.172mg/m 3 in the first half of 2013.

The widespread media coverage of the negative effects of poor air quality to people's health: The statistics from NEPA showed that 8,572 deaths in Shanghai, Guangzhou Xian and Beijing in 2012 were caused by PM2.5 pollution. It was also reported that in 2011, Harbin Hematological Malignance Research use dissimilar detection standards received and treated over 1800 cancer patients, 46.7% of who suffered from indoor environmental pollution.

The income level of Chinese in cities is increased with more people able to afford health related investment − NBSC** reported in 2009, the average disposable income of urban residents was 17,726 Yuan and increased to 26,959 Yuan in 2012.

The industry standards of air filter products' quality and detection systems are not unified. Different companies may use dissimilar detection standards which may result in consumer confusion and unhealthy development. Deceptive and exaggerated advertising of air filter products' performance is misleading customers and once exposed, a crisis of mistrust may spread among customers. Get cleared all the queries on this report at . (This premium report is priced at US $2000 for single user PDF license)

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.

Disclosure: The author has no positions in any stocks mentioned, and no plans to initiate any positions within the next 72 hours.

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