The Air Purifier Market in China
In recent years, Chinese’s worsening air pollution makes air quality become a focus of concern for citizens. This enables the explosive sales growth of the air purifier market in China which are sold deeply related to the air quality fluctuation. However, the proliferation of purifier brands in China, with different physical qualities, causes headaches. The air purifier market in China is still in growth lifecycle stage. Consumers are also confused by varies advertisements and do not know how to choose. In March 1st this year, the implementation of the new national standard for air purifier specification helps to regulate the air purifiers as well as provides consumers with authoritative reference for air purifiers in China.
The increasingly serious air pollution in China draws a huge market demand of air purifiers
In 2013, Chinese encountered the most severe haze weather in the history with average haze days up to 29.9 days which were the highest in 52 years. In 2014, under the continued deterioration of air quality, air purifier brands increased rapidly with an increase of 151 to 556 by 2013, a huge increase of more than 400 brands. In February 2015, the famous CCTV reporter Jing Chai, with his public works survey “Jing Chai Haze Survey: Under the Dome” return to the public, only to find the real root that causes haze. This survey arouses the deep attention and concern of the public which made citizen realize the importance of self-protection by air purifiers.
In December 2015, the total sales of Chinese air purifier continued its growth to 1614 purifiers at an annual increase of 22.3%, when the domestic total sales were at 1140 purifiers at an annual increase of 73.3%. In this rising market, the problem of quality for the air purifiers is frequently questioned. In January 14th, 2015, the Shanghai Municipal Quality Supervision Bureau of air purifier products in 2015 was issued by the Shanghai government, reveals that the batches of some products in the market did not comply with the prescribed standards. Such cases require the government to issue an official standard in order to regulate the market.
New national standards for the Air Purifier Market in China
The air purifier industry has come to a period of transformation and upgrading with some low-quality brands weeded out. On March 1, 2016, the new national standard for air purifier “GB / T 18801-2015” formally began to implement the regulation, which means that hazardous machine in this industry will be eliminated. Consumers will also have a reference standard to choose their air purifiers.
The new national standards to monitor the air purifiers are taking the aspects from Clean Air Delivery Rate (CADR) to the Cumulate Clean Mass (CCM) efficiency and noise. An air purifier machine is considered standard when these criteria are respected. The new standards have clarified the new key parameters of the air purifiers respecting the CADR and CCM value.
Noise problem from home appliances is always a problem in a consumer’s eye. In order to improve a better user experience, home appliances’ firm have been also forced to reduce the sound from the machine. The new standard has, therefore, some statement for the regulation of the noise. It stipulates that the running noise should be maintained below 55 dB when the CADR value is below 150; running noise should be below 58; when the CADR value is less than 300, running noise should be kept below 61 dB; when the CADR value is higher than 450. In all, the running noise shall exceed 70 dB, otherwise, it is not conform to standards.
The purification efficiency is the ratio of the CADR and the rated power, which is divided into two aspects: the formaldehyde purification efficiency and the particulate matter purification efficiency. The particle purification efficiency is regarded qualified when it reach 2. The formaldehyde purification efficiency should, at least, reach 0.5 to be qualified.
Decrease of Air Purifier Brands in China
In recent years, with the frequent haze issue within the country, the air purifier industry has suddenly entered a blowout. However, with the rising number of manufacturers getting into the market of air purifier, the industry has also begun to suffer from brand choice overload, with low barriers entry and huge variety in manufacturer’s standards. Indeed, the choice of air purifiers is difficult for consumers to understand, also, the price spreads from tens of thousands RMB to several hundred RMB.
From the perspective of industrial development, a campaign branded industry reshuffle was inevitable over the next few years. Companies with no factories and who only rely on Original Equipment Manufacturer (OEM) production with low-quality monitoring will gradually be removed from the market. It is reveal that at least 20% of the air purifier brands will gradually be eliminated after these new standards implementation.
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