On March 12th, Beijing issued an orange alert for severe air pollution. The persistent smog once again returned, prompting many residents to rush to purchase air purifiers, leading to a surge in demand and even a temporary shortage of products. However, the story of air purifiers in China has been anything but smooth.
Since the start of the heating season in 2017, people in high-pollution areas had been waiting for a major smog event. As the government intensified efforts to control PM2.5 levels, the frequency of smog decreased, and air purifiers—once a must-have for many households—found themselves in a bit of a slump. According to Ovi Cloud data, sales of air purifiers in 2017 dropped to 7.25 million units. Zhongyikang reported that net retail sales fell sharply, with some categories seeing a year-on-year decline of nearly 80%. This sudden drop raised concerns about whether the air purifier market would shrink further.
Yet, despite this, Zhongyikang made a bold forecast for 2018: it predicted that the overall sales of the air purifier market would reach 28.9 billion yuan, with a compound annual growth rate exceeding 40%. What could be driving such a dramatic recovery?
The answer lies in the fundamental purpose of air purifiers. While smog has historically been a key driver of demand, it's not the only factor. In fact, air purifiers serve a broader range of needs, from removing allergens like pollen and pet hair to eliminating bacteria, viruses, and volatile organic compounds (VOCs) such as formaldehyde. As living standards improve and health awareness rises, the market for these devices is expanding beyond just smog-related concerns.
In the U.S., where smog is less common, the penetration rate of air purifiers is already between 20% and 30%. In contrast, China’s market is still in its early stages. Peng Yi of Zhongyikang noted that the Chinese air purifier market remains underdeveloped, presenting huge potential for growth. Experts believe that as people become more aware of indoor air quality, their reliance on air purifiers will only increase.
Moreover, the 13th Five-Year Plan aims to build a moderately prosperous society and raise per capita income to middle-income levels globally. As consumers gain more disposable income, their expectations for clean air, water, and overall environmental quality will rise, further fueling demand for air purification solutions.
Manufacturers are also taking notice. In 2017, 352 Environmental Technology secured over 200 million RMB in funding—the largest investment in the domestic air purifier sector. Meanwhile, new players like NetEase’s selection platform and other tech-driven brands are entering the market, adding competition and innovation. At the product level, companies are developing multi-functional purifiers that go beyond smog removal, offering features like deodorization, sterilization, and humidification.
While smog has helped establish the air purifier industry, the future depends on diversification and innovation. To avoid being too reliant on weather conditions, the industry must continue to educate consumers and invest in technological advancements. With growing demand and evolving needs, a new wave of market transformation is on the horizon.
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