Every autumn and winter season, the smog is like a "pot" that is buckled over the city. People are overwhelmed by the wind, the wind is coming, the smog is gone, the wind stops, and the smog is coming back. In the days of repeated confrontation with smog, people gradually realized that instead of waiting for the arrival of the strong wind, it would be better to buy the air purifier from the pockets. Under the stimulation of this consumption concept, the empty net industry ushered in rapid development. .
According to Zhongyikang's forecast, the size of China's empty net market will reach 6.48 million units and 19 billion yuan respectively in 2017, and the growth rate is expected to reach 12.4% and 33.0%, respectively, which is significantly higher than traditional household appliances. However, because the effect of the smog in the air purifier is not directly reflected, consumers often have a fog when purchasing an air purifier. How should the air purifier be chosen? Is it really as good as the company's promotion?
Many manufacturers flocked to the empty net market
On November 6th, the first-ever air purifier brand 352 environmental protection technology won the 200 million yuan financing shocked the net industry, and then Philips, Xiaomi and the mobile phone network net hammer technology also released empty new products, plus Prior to the cross-border entry of Internet brands such as Ink Weather, Jumei and Netease, the forces of all parties were assembled, and a battle of empty net caused by smog was on the verge.
It is understood that there are more than 700 air purifier brands in the market in China, including overseas imported products, as well as traditional home appliance companies and Internet companies that cross the border. The huge potential market in the empty net industry is the most important factor in stimulating the “flocks†of many enterprises. Lu Jianguo, deputy chief engineer of China Household Electrical Appliances Research Institute, told reporters that air purifiers have developed rapidly in recent years, but there has not been a leading brand, so many Enterprises join the ranks and want to try their hand.
At present, China's traditional four major household air-conditioning, color TV, refrigerator, washing machine 100 household ownership rate has been close to or exceed 100 units, and the air purifier's 100 household ownership rate is only about 5, in general, the rise of the empty net industry There are two factors that can't be separated: First, consumers' fear of smog directly promotes the strong demand of consumers, and the other is that the market structure of the empty net industry has not been stabilized. With the gradual improvement of the net upstream and downstream industry chain, many brands Cross-border entry to seize the market.
Empty net market is mixed, industry chaos is frequent
The reporter learned that the current air purifiers on the market mainly include passive filter purification type, active electrostatic adsorption type and double purification type. Among them, the passive type adopts physical filtration mode, the performance is reliable, and the filtered particulate matter size is accurate, but needs to be replaced. The filter element is relatively expensive to use; the active type is electrochemically filtered, the structure is simple and there is no need to replace the filter element, but the filtration efficiency is relatively poor, and ozone is generated; the double purification combines the passive type filter purification type and the active static electricity. Advantages and disadvantages of adsorption type.
However, Professor Wu Jixiang from Shanghai Jiaotong University told reporters that from a professional point of view, the classification of air purifiers depends on the components of the pollutants removed, and the classification of different pollutants is also different. For particulate pollutants, air purification technologies mainly include mechanical filtration and electrostatic dust removal; for gaseous pollutants, there are mainly two types of adsorption and decomposition; for microbial pollutants, ultraviolet radiation and electrostatic adsorption are generally used.
The air purifier is mainly composed of a fan and a filter unit. The indoor air is circulated and filtered, and the clean air is continuously diluted to pollute the space until the cleaning index is reached. “It’s like a pot of dirty water. We use a pot of water of similar size to pour it down. The experiment proves that after about 8 pots of water, the original dirty water naturally clears. This is the metaphor of the empty net just beginning to be born. For about 50 years, the empty net is still empty, but the story described has begun to change." Wu Jixiang told reporters, such as "ion waterfall", "streaming energy", "reactive oxygen", "gas catalyst" and other words In fact, there is no corresponding concept in the classic empty net professional field.
Since 2013, the health problems caused by smog have gradually been valued by people. The strong market demand has led to the rapid development of the empty net industry. As a result, empty net enterprises have sprung up, but due to the early stage of the industry, effective supervision has not yet been formed. The measures have led to frequent market chaos and poor performance. The products of false publicity are not uncommon, which seriously dampens consumers' purchasing confidence.
Until March 1, 2016, the National Standards Committee approved the official implementation of the newly revised GB/T18801-2015 "Air Purifier" national standard, which made the empty net market brand mixed, and the product quality was improved. The new national standard has strictly regulated the four major indicators of CADR, CCM, purification energy efficiency and noise, which not only makes the empty net market with different prices and disordered specifications become regulated, but also provides the purchase of air purifiers. The reference basis is regarded as an important node for the development of China's empty net industry.
However, the reporter also learned that at present, more than 30% of the products on the market still publicly express the “old national standard†that has been invalidated. Many enterprises will still use the words “PM2.5 removal rate of 99.9%†to mislead consumption when promoting products. By. Lu Jianguo told reporters that PM2.5 and formaldehyde removal rate of 99% or more are a basic requirement. Just like a hot water bottle reaches 100 °C, these companies deliberately avoid time and space conditions, and consumers need to confirm the execution of the company when purchasing. Whether it is GB/T18801-2015 "Air Purifier", so as to avoid being deceived.
At the same time, the price of empty net products has always been a problem that plagues consumers. At present, the price of air purifiers on the market ranges from a few hundred yuan to tens of thousands of yuan. Several times or even ten times, the price difference is so wide, what is the difference between them?
The reporter learned that the CADR and CCM indicators of the air purifier are the direct factors affecting the price of the product. The former reflects the purification ability of the air purifier, that is, the cubic meter of the product that can purify the air in one hour, and the latter CCM (in milligrams) The unit represents the cumulative amount of purification, which refers to the quality of the pollutants that can be contained before the product filter is replaced. The higher the value of these two indicators, the higher the price of the corresponding air purifier.
“The minimum CCM value of the product required by the national standard is 3000 mg. The CCM value tested by China Household Electric Appliance Research Institute is up to 1 million mg, and the generally better product is about 50,000 mg. If the price of 300 mg filter element is 50 yuan, The price of 50,000 mg should be 830 yuan, and the price of 1 million milligrams is 16,000 yuan. The price gap is here, which means that the long service price is definitely high." Lu Jianguo said.
Since the air purifier is a long-running appliance, an excellent air purifier is not only "clean" but also "quiet". Noise is also an important parameter affecting price. Low noise often requires better design and more expensive materials to protect, so low noise products will sell at a higher price.
In addition, the factors affecting the price of air purifiers include material selection, design, intelligence, motor and sensor selection. At present, most of the Internet brands on the market mainly focus on cost-effective products, and enter the net market with low-priced products. It has lowered the psychological expectation of consumers on the overall selling price of empty net products. At the same time, it tends to pay more attention to CADR value in publicity, and deliberately avoids CCM, noise, energy efficiency and design details. For the price, consumers should also break the illusion and treat it rationally.
Industry reshuffle is intensifying, long tail brand or first out
Under the background of the ten-faced “霾â€, China’s air-net industry experienced the first violent rush in the early stage of the industry. In 2016, brand participation declined for the first time. According to Zhongyikang’s monitoring data, January-August 2017 The number of net sales brands was 483, a decrease of 40 brands compared with the same period last year.
With the introduction of the new national standard of "Air Purifier", the air purifier industry is faced with the competition of brand, price and technology. The long tail brand is gradually being cleaned out. The monitoring data of Aowei Cloud Network (AVC) also shows that 2017 The number of brands in the second quarter of the annual net net line decreased by 197 compared with the first quarter, and the number of offline lines was 20 fewer than the first quarter. The industry believes that the rapid increase in the number of brands is a sign that the industry has entered a period of prosperity, and the decline after the rapid rise is a signal for the industry's internal reshuffle and competitive structure optimization.
It is understood that in addition to the new national standard of "Air Purifier", more subdivided standards will be released and implemented in the future. The "Filter Filter for Air Purifiers" and "Electrical Dust Filters for Air Purifiers" have already been adopted. Entering the final stage, it is expected to be officially introduced in 2018.
In addition, the reporter also learned that the new version of the "Standardization Law" approved by the Standing Committee of the National People's Congress on November 4 clearly requires companies to explicitly enforce the name of the mandatory and recommended standard number. This law was on January 1, 2018. After implementation, it will play a powerful role in promoting the implementation of national standards, especially the recommended standards. Lu Jianguo said: "Using legal means to supervise the implementation of national and industrial standards, this makes it necessary for air purifiers to implement GB/T18801-2015 "Air Purifier"."
Tips: Easy to be ignored detection "misoperation"
For ordinary consumers, in addition to focusing on the purchase of air purifiers, how to correctly measure the indoor air PM2.5 index is the most easily overlooked. Wu Jixiang said that the concentration of PM2.5 should be tested at the location of some people's activities. The height of the detector should be about the height of the human breathing zone, about 1.5 meters.
“Consumers should not only understand the current PM2.5 concentration, but also the continuous PM2.5 concentration and the average PM2.5 concentration throughout the day.†Wu Jixiang introduced that the international average concentration of PM2.5 concentration is less than 25 micrograms per cubic meter, for every 10 micrograms per cubic meter increase, the negative impact on health is weighted and harmful. The average daily concentration of autumn and winter in most central cities in China exceeds 50 micrograms per cubic meter. The weather even exceeds 500 micrograms per cubic meter, which is a very serious phenomenon, but unfortunately has not caused the collective attention of all consumers.
It should be noted that formaldehyde is also an invisible killer in indoor air. The newly released room can release formaldehyde for up to 3-15 years. For high formaldehyde pollution, it is difficult to effectively control by relying on a single technology. Ventilation, treatment and use are required. The integrated method of the air purifier is controlled, and the concentration of formaldehyde can be effectively controlled only when the purification rate of the formaldehyde purifier exceeds the rate at which formaldehyde is released from the interior decoration material. At present, the formaldehyde concentration in the world is less than 0.03 μg/m3, which is acceptable for children. It is understood that a high CADR formaldehyde air purifier is under development, and the CADR value of formaldehyde is required to reach 700 μg/m3 or more.
In general, China's air-net industry is still developing at a high speed. Many enterprises are running into the market, and the market chaos is gradually overcoming. Professor Wu Jixiang believes that developers and investors will enter the air-net industry in large quantities under the influence of the demand side. It is expected that the overall air market will develop rapidly and grow in the next few years, and the industry will continue to survive and survive the fittest, maintaining a healthy and rational growth overall. (Zou Ye)
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