Air purifier: the cost of hundreds of thousands of prices

Canadian Allerair air purifier, VENTA air purifier, Australia InovaAir purifier, the United States Ai Jie Fu purification, Austin purification, Airgle (Olangge) and other overseas brands, All products are basically high priced million yuan. The ambitious TC5000 air purifier, air purifiers Sai more (2000F), pricing is more than 35,000 yuan. Air purifier has become a considerable category of gross margin in the entire appliance market.

So, behind the price of tens of thousands of yuan, in the end what kind of "cost mystery"?

In addition, the air purifier promotional materials on those "six purification, Photocatalyst sterilization, electrostatic dust, the design life of 30 years," and dazzling features such as introduction, is just exaggerated concept packaging?

The core components are cheap

"The industry knows that" an air purifier, in fact, half an ad. "The core components of the cost is almost the same, the remaining cost is used as 'the icing on the cake' hardware and marketing costs only.

Dongyue where the air purifier company occupies a considerable market in China, which major manufacturers are very familiar with the production processes. In his view, the air purifier far from the major manufacturers are so complicated publicity, the core technology is actually quite simple, and the technical threshold is not high, but the "core components of the cost structure is quite transparent and stable."

He said that no matter how manufacturers make a big fuss about hardware equipment, air purifier core components are mainly composed of four parts - one is the plastic parts (the shell), the second is the filter, the third is the motor, four Basic electronic control section.

Shell, a good plastic parts cost about 100 yuan. The internal filter will be due to different manufacturers requirements vary, but are within a relatively close range.

Dong Yue said that the vast majority of manufacturers on the market, the air filter device is basically the use of "HEPA" filter (High efficiency particulate air Filter high efficiency air filter). As early as the 60s of last century, HEPA technology was introduced in China and officially started to be popularized in the fields of industry, biomedicine and hospital in the 1980s, which is not a new technology.

At present, many air purifiers on the market often claim to use multi-layer filters, and even some are exaggerated as "more than a dozen layers of filters." Dong Yue said that in fact the air purifier mainly consists of three filters: the first layer is used for the first filtration of plasticized cotton, its role and poor quality masks almost; second layer is HEPA filter device, mainly used for Adsorption of smaller particles; the third layer is activated carbon, mainly for the adsorption of odor. Calculated according to the best quality three filters, the cost price will not exceed 100 dollars.

In fact, only one or two layers of filters are used. "In the low-end price of the air purifier, this jerry-cutting behavior commonplace in most businesses," Dong said.

For some manufacturers claiming to use all imported filters and filters, Yu Xiaobiao, president of Guangdong Clean Tech Industry Association, has broken the industry insider: "At present, there are only one or two HEPA filter units in the Pearl River Delta. Brand products, but also in Shenzhen and other places for OEM production, the so-called 100% imported filter and filter products, are basically produced in the country. "

Another core parts motor, its function is equivalent to the fan, the air suction into the purification once, and then released. The standard price in the industry is also about 100 yuan. Electronic control part is relatively simple, the estimated purchase price of only 50 yuan.

Taken together, "the core of a purifier product hardware costs will not exceed 350 yuan."

In fact, high-end pricing strategy is more a means of alternative marketing. Some brands Purchasing Guide told 21st Century Business Herald reporter, purifier sales of about 10,000 yuan has been very stable, there is a certain economic strength of consumers more hope to "spend money to buy a rest assured," "high-end manufacturers of propaganda technology is suitable for them ".

It was also admitted that the function of the air purifier is followed by the general stratified filtering technology, and hundreds of dollars a air purifier no different. However, more salespeople stressed to 21st Century Business Herald reporters: "The quality of foreign products is guaranteed and the brand has a high reputation."

However, the Consumer Association of China once conducted a thorough investigation on the air purifiers of 25 major brands marketed in the Beijing-Tianjin-Hebei region. The survey shows that some air purifiers with prices up to RMB10,000 have the effect of purifying particulate matter and formaldehyde But worse than similar low-cost products.

False, exaggerated propaganda problem is serious

Song Guangsheng, director of the National Indoor Environment and Indoor Environmental Product Quality Supervision and Inspection Center, told the 21st Century Business Herald that the problem of purifying false advertisements at present is rather serious.

"For example, posing as a pseudo-foreign brand. Originally made in China products, and foreign brands have nothing to do, the result is to go abroad to register a foreign brand company or just use a foreign name, claiming to be well-known overseas brands." .

Another big category is exaggerated propaganda. Such as the cleanliness of the data often have moisture. Some of the high rate of cleanliness data, in fact, are often limited to the purification effect, rather than the purifier effect; but manufacturers will deliberately play down the difference between the two to mislead consumers. At the same time, many manufacturers of air purifiers often exaggerate the performance of its products, obviously only to remove the PM2.5 function, but claimed to be multi-functional composite.

21st Century Business Herald reporter saw in some of the major brands purifier booth in the mall. Almost all manufacturers claim that their products can purify the PM particles in the air and even have a high-profile guarantee of "over 99%" filtration effect. However, in academia and insiders view, this is obviously the concept of stealing. An air purifier on the home, to purify the space is actually very limited, a purifier alone is impossible to bring the entire family of air flow.

On the other hand, at present, the knowledge of PM in China is still gradually popularized. Many consumers are not fully aware of the levels of PM2.5, PM3, PM10 and other particle indices. Many manufacturers in the promotion of products at the moment deliberately vague, but said PM particles can be removed, so that consumers mistakenly remove the "PM particles" is now raging "PM2.5 particles."

Dong Yue said there are also some air purifier manufacturers have put their product features selling point amazing, in fact, many features for consumers are of no practical significance, but for manufacturers, because of an increase of a selling point, may be able to raise prices Hundreds of dollars.

"For example, negative oxygen ion function, in fact, only added a negative oxygen ion generator in the electronic control part of the generator procurement costs less than 5 dollars, but manufacturers can increase the sales price of hundreds or even thousands of dollars. Yue said.

21st Century Business Herald reporter in a price of more than 30,000 Yuan Air Purifier publicity materials to see that the product features a lot of publicity, such as the use of carbon dioxide sensors developed by the United States well-known companies, real-time monitoring of indoor hypoxia , Smart to remind users to maintain indoor ventilation.

However, it is worth noting that whether the hypoxia itself has deviated from the demand for air purification, and reminding the window ventilation setting itself will have a detrimental effect on the indoor air purification, these new so-called "additional functions" Can be described as quite far-fetched.