Chai how to make the air purifier popular overnight

Former CCTV female journalist Chai at her own expense film "Under the Dome, mother Chai to the haze of war," the click rate has already broken billion, this is a more than 100 minutes long speech video.

its value is that, for people to sound the alarm, but also really improve the people's understanding of haze, PM 2.5 What is it? From where? What are the hazards? How to prevent and cure?


no doubt, the public is the most direct beneficiaries, the new Minister of Environmental Protection, Tsinghua University President Chen Jining text messages to thank Chai. But there is a group in the circle of friends silently share posts, thanks to the chai of the public good behavior to their positive impact.


they are "haze economy" under the Birth of masks, air purifiers and other manufacturers, suppliers and agents, as well as concentrating technology, Philips Environmental protection and snow Dillon and many other environmental enterprises.


Tencent technology to interview a number of air purifier industry chain-related people to explore the future evolution of the air purifier market. This once surging market will continue to be hot this year?


Chai speech led to a surge in purifier sales?


in 2013, Tsinghua University and the Asian Development Bank jointly released a report on the future of environmental sustainability-China environmental analysis. China accounts for 7 of the world's 10 most polluted cities, and less than 1% of China's 500 largest cities meet the World Health Organization's air quality standards, the report said. At that time, the penetration rate of air purifiers reached 27% in the United States, 17% in Japan, 71% in Korea and less than 0.1% in China.


on the one hand, the potential growth from 0.1% to 27% gives entrepreneurs infinite imagination, they think it is a never fault-tolerant big cake; On the other hand, Beijing, Shanghai and other large smog-prone cities do make people's respiratory tract "very hurt", the demand for fresh air is urgent, An air purifier entrepreneurial boom is also surging.


"2014, I can clearly feel the air purifier into a sweet pastry," the United States Ayonic brand agent Wu told Tencent Technology, "and 2013 I just do agent, when the air purifier also belongs to the edge of home appliances products. ”


"The speech of Chai after the spring festival may have caused some people to panic," he said. The most intuitive feeling is that our purifier sales in such a off-season sales soared. The first two days is also clear skies, Taobao shop less than 10 a day, the same weather now a day sales soared to more than 80 units. Shop clicks, the collection has turned 2, 3 times times. "said Ms Wu. She also stressed that the current purchase of users have been extended to the four or five-line or even less well-known county, in early March, the most customers have to Xiaogan Tujia Autonomous Region.


Wu Agent of the brand at the same time Taobao, 1th shop, such as network platform sales, because the adoption of the most popular HEPA filter, but electrostatic purifier, the initial need to continue to explain to users, until the beginning of last year that haze, consumers to buy after the discovery of good results, Only slowly to electrostatic type purifier produced a certain degree of recognition.


Millet, Cheetahs and other Internet companies can subvert the empty net market?


According to the China Household electrical Appliance Industry Market Research Institute in March, the latest published data report shows that the fog of the economy ushered in an unprecedented positive, in 2013 after the outbreak of growth, the 2014 performance tends to be smooth, retail sales, retail volume increased by more than 30% Year-on-year, the total sales reached 5.1 million units.


Tencent Technology at the same time interviewed the Millet Air Purifier director Su Jun, Leopard Rice purifier director Xu Liheng, "three fathers" co-founder Daisai, Beauty, founder of the air purifier Wang Yu and so on, found that this group of emerging internet companies are almost last March or April started brewing preparations.


Millet Air Purifier director Su Jun revealed that they originally wanted to buy an air purifier for the start-up company, but after talking about not find the ideal team, so intend to do their own, after all, the air purifier is also an important part of the smart home of millet layout.


Cheetah Mobile CEO Fu (micro-blog) previously wrote that the air purifier is because did not find the market satisfied with the products, and they are dust allergic rhinitis patients, so the urgent need for such a product.


and millet, Cheetahs service The mass market is different, some entrepreneurs are targeting specific consumer groups, in the market segment to occupy a large share. For example, "Three dads", they have achieved good results in the Beijing-east, and then won the high Banyan capital of 10 million yuan financing. Co-founder Daisai says their product design is designed for pregnant women and children. Of course, there are such as beauty air purifier for women to build.


Cheetah developed Leopard Air Purifier, the current price of 898 yuan, Millet air purifier price of 899 yuan. This and the United States, gree and other traditional household appliances enterprise purifier, or Philips, Panasonic, Sharp and other foreign brands compared to the price is much lower.


because the traditional appliance enterprise uses the line proxy channel mode, an air purifier from the manufacturer to the end user, the circulation process has already been several times by the layer price increase, the consumer must pay for all expenses. Millet, cheetahs and other Internet companies are integrated upstream and downstream resources, eliminating the agent, marketing and other costs, channel advantage into the price advantage, so that consumers become the ultimate beneficiary.


Intelligence is another major feature of Internet companies to create air purifiers. In addition to monitoring the air quality, purification, humidification and other effects, the Internet air purifier can be remotely operated via WiFi, and equipped with the functions such as change-core reminders, to give users more humane, intelligent experience.


so the rise of millet, cheetah and other Internet companies can bring about subversive changes to the whole industry? How do these "thousand-dollar machines" convince consumers that their performance can match those of well-known brands?


Current Air Purifier market is still a mixed and mixed situation. "PM2.5 removal rate of 99%", "formaldehyde purification rate of 97%", ammonia, benzene, bacteria and other pollution factors a net dozen "net", each of the slogans are very similar, but the brand is uneven, the price difference several times. When consumers do not know how to choose, they usually tend to buy well-known foreign brands.


According to the latest report shows that foreign brands are still in absolute monopoly position. Offline market 20% of foreign brands occupy more than 80% of the market share, the influx of internet companies did not change the domestic brand competitiveness is not strong situation.


Cheetah Mobile CEO Fu said earlier, he purchased from the market more than 10 of the purifier, the dismantling of various parts found that most of the products are very rough, basically selling gimmicks, selling concepts. He visited dozens of production lines in the South, feeling, "the so-called big brand of air purifiers, in fact, by the Southern small factory manufacturing or manufacturing." ”


foreign brand reputation and reputation of high, can win the trust of consumers is understandable. Just need to know, many foreign brands are also produced in China, a supplier told Tencent Technology, in fact, sharp purifier is in Shanghai production assembly, Panasonic production in Guangdong.


Purification Market "big cake" change body "big shuffle"?


The first half of this year is expected to introduce the latest air Purifier national standards, look forward to it to a certain extent to improve the current certification chaos, data chaos, publicity chaos situation, purify the current market environment, leading the purification of market norms and development.


Ayonic brand Agent Wu believes that the end of this year or early next year, the entire purification market is very likely because of the introduction of new national standards and face a big round shuffle. Those relying on the concept, by gimmick hype to win the manufacturers will be eliminated, to those who truly do products, adhere to the core technology innovation enterprises to eat a reassuring.


at the same time, the profiteering phenomenon will be with the introduction of new national standards and cooling, the whole market may be formed by technological innovation and price competition as the leading trend. Manufacturers to enhance their market competitiveness, will be more in product diversification and personalized efforts to bring consumers a better experience.


the introduction of the new national standard is of great significance, louder, but seems to be slow to launch, will eventually be strangled in the cradle? To this unnamed supplier of Tencent Technology frankly, the new national standard will involve all parties interests, to balance these complex relations is not overnight.


the NPC Standing Committee Wang Wenbiao called for the success of the economic restructuring is the day of the success of the haze governance. If the new national standard of the net air market as the economic transformation process of the cardiac stimulant, then we should strive, not for other, only for chai that sentence "Not afraid of death, is not want to live so." ”