IT168 Information In the past two years, air purifiers and water purifiers have been the representative products for information consumption and green consumption. The market demand has increased dramatically. It has not only become a new consumer hot spot, but also has become a key product area for improving the supply structure and strengthening quality branding. . On October 18th, the 2016 China Air Purifier Water Purifier Industry Summit hosted by the CCID Research Institute of the Ministry of Industry and Information Technology and the China Electronics News Service Co., Ltd. was held in Beijing. From Honeywell, Philips, Samsung, Midea, 3M, Gion, Panasonic, LIFAair, Yadu, three fathers, AO Smith, Bruyer, Angel and other representatives of the famous brand of water purifier water purifier industry, and Government authorities, industry experts, mainstream channel providers, and dozens of media have discussed the consumption characteristics, product upgrades, and market hotspots of the two net industries, and jointly promote the further popularization of the two-net market.
During the summit, the CCID Research Institute, China Yikang, and Jingdong Mall of the Ministry of Industry and Information Technology jointly issued the "Guide to Air Purifier Water Purifier Consumption" (hereinafter referred to as "Consumer's Guide"). According to the "Guide to Consumption", the net clean market in 2016 will obviously pick up, and the growth of the water purification market will narrow, and the online will become an important driving force for the growth of the two net market. The "Consumer's Guide" points out that over 30% of consumers will not properly use the two net products, mainly focusing on the use of filters and filter elements in the core components of the two net products. At the summit, Jingdong Mall announced that it will unite 13 major players in the two nets to initiate core operations and promote the popularization and upgrading of the net market.
Empty and clean water, steady growth, and growth as a source of market growth
Looking back at the trajectory of development in recent years, air purifiers and water purifiers have undergone a process of rapid growth and return to rationality. In 2016, the air purifier market was obviously picking up. Zhong Yikang expects retail sales and retail sales to reach 5.88 million units and 14 billion yuan, up by 14.2% and 19.3% year-on-year respectively. Water purification equipment market performance is still eye-catching, but the growth rate has narrowed. In 2016, retail sales of water purification equipment will reach 28.5 billion yuan, a year-on-year increase of 24.7%.
The strong growth of the online market has become a power source for the growth of the two net industries. According to the “Consumer's Guideâ€, the retail volume of online air purifiers in the overall market accounted for 53% in 2015. It is expected that in 2016 it will exceed 60%, and retail sales will account for 46%. While the penetration rate continues to rise, the online market still maintains a rapid growth momentum. It is expected that the online retail sales and retail sales will show an annual compound growth rate of 27% and 37% respectively in the next three years. The online growth rate of the water purification market has slowed, but its influence has continued to increase and the online market penetration has steadily increased.
During the National Day just past, the sales of the two net products were extremely hot. Jingdong data showed that the sales amount of air purifiers increased by more than 130% year-on-year and increased by more than 100% month-on-month. The sales volume of water purifiers increased by more than 80% year-on-year and increased by more than 50% from the previous quarter. In recent days, there was a large amount of haze in northern China and there were blowouts in sales of air purifiers. According to data provided by Jingdong, the sales orders for air purifiers on the 13th and 14th days were higher than the 11th and 12th days with better weather conditions. 80%.
According to the Consumer Guide, the reasons for the hot selling in the two-net market are: First, the number of netizens continues to increase, and the matching of e-commerce providers is becoming more and more perfect. Second, the e-commerce platform's artificial festival campaigns and promotions are normalized and drained. The external effects of environmental pollution caused by the rapid development of China's economy have also boosted the demand for consumer net products.
Super three-percent users will not use blind net filter filter is a blind spot
With increasing attention to the environment and health, consumer acceptance of net-clean products continues to increase, and sales of net-net products continue to increase. However, the "Consumer Guide" pointed out that more than 30% of consumers will not properly use the two net products, focusing on the replacement of filters and filter elements. The Consumer Guide shows that replacement of air purifier filters and water purifier filters has become a “blind spot†for consumers. 34.9% of users do not know that the air purifier filter needs to be replaced on a regular basis, and users who do not know how often the water purifier filter needs to be replaced regularly and who do not know how often to change it will reach 31.4% and 38.2% respectively. The data also shows that 54.1% of users cannot replace the air purifier filter regularly. The main reasons are the high price, inconvenient replacement, and the fact that they do not need to be replaced regularly. 47.6% of users cannot replace the water purifier filter regularly because they do not operate, do not know the purchase channels, and the price is high.
Experts in the industry pointed out that as the core components of air purifiers and water purifiers, filters and filter cartridges have a service life and must be replaced in a timely manner. Once the "expiry service" air purifier filter is saturated, the ability to filter PM2.5 and other pollutants will be greatly attenuated, and it may also cause secondary pollution; and if the water purifier filter can not be replaced in time, it will not reach the purification effect. It will also cause harm to the human body. Experts also stressed that the failure to replace filters and filter elements in time will affect the consumer experience and cause the latter to misunderstand that the cleansing effect of the two net products is not obvious or does not work, which will result in the sustained and healthy development of the two net market. Negative impact.
Jingdong launches two-core operation to help companies upgrade
In recent years, the high incidence of smog in the country has mainly concentrated in November to March of the following year. Recently, there has been widespread haze in the North China region, which has caused public concern.
At the summit, Jingdong Mall announced that from now on it will join Honeywell, Philips, Samsung, Midea, 3M, Gion, Panasonic, LIFAair, Yadu, three dads, AO Smith, Bruyer, Angel and other air The purifier water purifier led enterprises to carry out a series of two net products popularization and upgrading. In the first wave of activities, Jingdong Mall launched a two-core operation. In this core-changing operation, JD.com will give back to new and existing customers, in particular, purchase 20% off air purifier water purifier filter cartridges, 20% off air purifier water filters and send filter cartridges, etc. Various offers.
Ye Bo, director of JD.com's small household electrical appliance clean water business department, stated that as a socially responsible company, JD.com not only recommends products with excellent quality and excellent performance to consumers, but more importantly helps consumers learn to identify and use products properly. . Ye Bo stressed that JD.com will launch a series of popularization and upgrade activities for net-net product consumption. He hopes that through this core-change action, consumers will realize the importance of timely replacement of the two-net product filter cartridge and the saturation of the filter. II. Sub-pollution problems, and reduce the cost of consumers to buy machines and replace filter cartridges. At the same time, Jingdong will use this as an opportunity to unite outstanding companies to promote the healthy development of the two net industries, help the popularization and upgrading of the net industry, and provide Chinese consumers with more and better products and services.