The indoor environmental protection industry is growing at an annual output value of 27% and annual profit of 28%. It is estimated that the industry scale will reach 100 billion yuan during the “Twelfth Five-Year Plan†period and become an emerging force in China's environmental protection industry.
The reporter recently found in some appliance stores in Beijing that consumers are enthusiastic about air purifiers. It is understood that the indoor environmental protection product market has almost appeared in the "blowout" situation in recent years.
Due to the frequent smog weather, air quality has become one of the most concerned people's livelihood issues. At the same time, the indoor environmental pollution caused by decoration and furniture is also an important issue that goes hand in hand with China's urbanization process. Air and in-car purifiers represent the indoor environmental protection industry, and the relevant market gates will be opened.
Demand has spawned a huge market
"After the Beijing Olympic Games and the Shanghai World Expo, China's indoor environmental protection industry has formed an industry that integrates indoor environmental pollution supervision and testing, air purifiers, fresh air switches, air purification materials, purification and treatment houses, and new low-carbon environmental protection decoration materials. Chain." Song Guangsheng, director of the National Indoor Interior Environment and Environmental Product Quality Supervision and Inspection Center, said that at present, China's indoor environmental protection industry has become an emerging industry in the field of environmental protection, with a rapid growth rate of 27% per year. In the five-year period, the total sales will reach 100 billion yuan, and the market space is huge.
Air purifier products are one of the key products of the indoor environmental protection industry. According to the monitoring data of the Ministry of Commerce, from 2010 to the first three quarters of 2012, the retail volume of air purifiers in China increased year by year, with the year-on-year growth rate increasing from 11.4% to 14.7%. The annual growth rate of the market is almost 15%; Taobao monitoring data shows that In the seven days from January 25 to 31, 2013, the air purifier turnover index surged by 575.7% over the same period last year. Throughout January, the “PM2.5 Air Purifier†search index rose by 6402.6%.
The extensive discussion triggered by PM2.5 brings business opportunities to air purification products. In addition, according to the investigation by the health department, the formaldehyde over-standard rate after the renovation of the house is currently 92%, and the objective reality has also led to a rapid increase in the market demand for air purifiers. However, the penetration rate of air purifiers in our country is still less than 1%, while in some developed countries it has exceeded 34%. From the development trend, in the next few years, the consumer of air purifiers will gradually shift from renovation crowds, high-end office buildings, high-end leisure places and high-income families to the elderly, infant habitats and ordinary people's families.
Enter the stage of brand competition
Industry insiders told reporters that the average profit rate of the air purifier industry is currently higher than that of general household appliances, reaching about 30%, which is also an important reason for many companies involved in air purification. It is understood that the number of companies engaged in the manufacture of air purifiers has now increased to hundreds. Since the end of last year, almost all air-conditioning companies have promoted air-conditioning to remove PM2.5 as a selling point.
In this fast-growing industry, there are both established domestic air purification companies, such as Yadu, and foreign brands, such as Sharp, Philips, etc., as well as air-conditioning manufacturers, such as Gree, Haier, more health products channel providers, such as Amway. Emerging environmental protection companies have emerged one after another, such as Qingdao Chuanshan Diatom Mud, Aixin Environmental Protection Technology, etc. Hefei Shure Environmental Protection Technology has invested more than 100 million yuan to build an air purifier R&D and production base.
Xu Dongsheng, secretary-general of the China Household Electrical Appliances Association, said, “The indoor environmental protection industry market has been fully opened up under the stimulus of sudden incidents.†However, industry experts believe that although the indoor environmental protection industry has entered a period of rapid growth, there is still a lack of unique brands. And products.
Experts pointed out that the current level of homogenization of ordinary indoor environmental protection products is slightly higher, while high-end products such as air purifiers and other categories are few, the market size is still small, and the degree of competition is relatively low. The reporter learned in the appliance store that consumers are more concerned about air purifier products below 1000 yuan and below 3,000 yuan, while less attention is paid to the price above 4000 yuan.
There are currently more than 200 air purifier enterprises in the country, mainly focusing on small and medium-sized enterprises in the “Yangtze River Delta†and “Pearl River Delta†regions. The homogenization competition is becoming fiercer and will soon enter the era of brand competition. "Only brand products that are suitable for the local market and for consumers to buy can be truly based on the market. Enterprises with insufficient technology reserves will be left behind." Chen Daqiang, vice president of Beijing Yadu Technology Co., Ltd., said.
Industry development needs to be standardized
Due to the surge in demand, the quality of the products in the air purifier market is uneven. And air purification is a kind of "invisible and intangible" function, coupled with some manufacturers exaggerating publicity, consumers are difficult to distinguish between good and bad.
In the past 10 years, relevant state departments and enterprises have been striving to standardize industrial development. A series of indoor and in-vehicle environmental protection standards represented by the “Indoor Air Quality Standards†implemented in 2003, and an indicator system for comprehensive prevention and control of indoor pollution are now Relatively perfect; room temperature catalytic oxidation of formaldehyde and catalytic sterilization technology jointly developed by the Chinese Academy of Sciences Eco-Environment Research Center and Yadu Air Purifier in 2012, and its indoor air purification equipment, hotel air purification solutions, "integrated home" Concepts, new technologies and new concepts to improve indoor air are also frequently introduced.
“Compared with technology, the air purification industry needs more restrictions and guidance of new standards,†said Wang Zhichao, a researcher at the China Academy of Building Research.
In addition to updating standards and quality testing, post-service is also a major issue in the indoor environmental industry chain. “The post-service needs to be standardized and institutionalized to avoid the air purification device becoming idle. We hope that the air quality inspection during the operation of the fresh air system can also introduce corresponding standards to ensure a good environment for customers after their stay.†Residential development Business advice.
“With the constant changes in indoor environmental pollution, industry standards need to be revised and improved continuously. The testing standards for various purification technologies should be further explored.†Song Guangsheng emphasized that at this stage, air purification products are far from air conditioners. As household appliances such as refrigerators are mature, their consumer markets are yet to be nurtured and expanded.
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