On March 12th, Beijing issued an orange alert for severe air pollution, reigniting concerns over smog that had lingered for months. This prompted many residents to rush to purchase air purifiers, filling their homes with devices in hopes of improving indoor air quality.
Since the start of the heating season in 2017, people in high-pollution areas have been on edge, waiting for a major smog event. However, as government efforts to reduce PM2.5 levels improved, smog events became less frequent, leading to a noticeable drop in demand for air purifiers. In 2017, sales of air purifiers reached only 7.25 million units, according to Ovi Cloud data. Zhongyikang reported a sharp decline in online retail sales, with some categories falling by nearly 80% in the last four weeks of the year. This sudden downturn raised questions about whether the air purifier market would continue to shrink.
Despite this, Zhongyikang predicted a "new boom" for the air purifier market in 2018, forecasting total sales to reach 28.9 billion yuan, with a compound annual growth rate exceeding 40%. The question remains: what is driving such a bold prediction?
The answer lies in the fundamental purpose of air purifiers. While smog has historically driven demand, it’s not the only factor. Air purifiers address a wide range of indoor air pollutants, including formaldehyde, bacteria, viruses, and allergens. According to industry experts, the Chinese market is still in its early stages, with penetration rates far below those in the U.S., where 20%-30% of households use air purifiers.
Even without smog, there are numerous other sources of indoor air pollution. As living standards improve and health awareness grows, more consumers are turning to air purifiers for protection against a variety of threats—such as pollen, pet dander, secondhand smoke, and viral infections. Industry observers believe that as people become more conscious of their health, the demand for air purification products will only continue to rise.
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’ spending power increases, they will demand cleaner air, water, and environments. This shift in consumption patterns further supports the long-term growth of the air purifier market.
Looking at the industry, manufacturers are already eyeing the potential for growth. In 2017, 352 Environmental Technology secured over 200 million RMB in funding, the largest round in the domestic air purifier sector. New players, including internet-based brands like NetEase's Yanxuan and Ink Weather, are also entering the market, adding to the competitive landscape.
At the product level, companies are focusing on multi-functional designs. For example, Dyson’s purifiers not only remove smog but also target allergens, while 352 offers specialized filters tailored to different household needs. These innovations help the industry move beyond its reliance on smog-driven demand.
As the market evolves, the air purifier industry is preparing for a new phase of development. With growing consumer awareness and technological advancements, the sector is set for a period of transformation and expansion. (Wu Xiaoxuan)
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