With the development of urban modernization, automobile exhaust emissions, industrial modernization exhaust emissions, urban construction dust and other reasons lead to the deterioration of urban air quality. With the development of the economy and the improvement of people’s living standards, people’s requirements for quality of life and health are getting higher and higher, and the use of air purifiers can effectively filter harmful substances in the air and alleviate the problem of indoor air quality. Therefore, air purifiers are slowly entering families all over the world in this way, and have become one of the indispensable small household appliances in many regions.
According to data from the Huajing Industry Research Institute, the apparent demand for household air purifiers in China is 183.2702 million units, an increase of 5.17% year-on-year in 2020. Compared with South Korea’s penetration rate of 70%, the US’s penetration rate of 28%, and the Chinese market’s penetration rate of only 2%, the Chinese market has a very promising prospect. At present, with the continuous increase in the utilization rate of air purifiers, negative ion dust removal technology has become popular. Due to the low entry threshold of air purifiers and serious product homogeneity, the concentration of the top 5 brands in the industry is only 13.41%. Brands still have big opportunities.
Today’s new promotion list is for everyone to take stock of the high-growth brands with sales of more than 1 million yuan under the category of household appliances -> air purifiers, household appliances > desktop air purifiers in October 2022, and see which brands are relying on special products Rapid growth?
01| Alondes single product monthly sales exceeded 7 million, focusing on high-end household air purifiers
As a brand that focuses on plasma degerming humidifiers, Alondes is the only brand on the new list in October with an average price of nearly 7,000 yuan. It is positioned in the mid-to-high-end market, with an average product price of 6,995 yuan. Alondes focuses on medical-grade home air purifiers, 4.0 industrial-grade laser feedback, real-time feedback of air conditions to consumers, coupled with light luxury and simple appearance design style, conveys the concept of pursuing high-quality life to consumers, and caters to the consumption upgrade in the Chinese market. trend, favored by the middle class and young consumers born in the 80s and 90s.
According to market intelligence, in October 2022, the sales of Alondes air purifiers under Tmall Taobao will be 7.8059 million, a year-on-year increase of 184.38%. Among them, the sales volume of humidifiers in Alondes official flagship store was 7.798 million, and the main sales product was Alondes KJ1000F-M9 plasma composite filter air purifier, with sales of 7.6989 million.
This product adopts a double-wing filter design, a twin-turbo engine, and a sixth-generation filter system. The sixth-generation filter system is different from the traditional composite filter filter. This product uses advanced plasma technology. The plasma air purifier uses the low-pressure electrodeless lamp as the exciter of low-temperature plasma to maximize the realization of low-temperature plasma in the electrode area. Due to the extremely strong energy balance of low-temperature plasma in the process of energy transition, there is very little energy loss in particle impact, and excessive negative ions are neutralized to avoid the production of ozone and no harmful substances to the body.
02| Aurabeat focuses on virus purification and is keen on public welfare to quickly increase brand awareness
According to data, since Aurabeat was launched on the Taobao platform in February 2022, its sales have risen steadily. It will reach 4.466 million yuan in October 2022, ranking third in the newly promoted list and seventh in the sales list.
In the context of bottlenecks in the core technology of household air purifiers, Aurabeat has seized the current problems of high infectivity and concealment of the new crown virus, upgraded the filter element from the perspective of air filtration, and used AG+ silver ion technology to eliminate 99.9% of the new crown virus in 10 minutes. Household air purifier for COVID-19 removal. In addition, from the perspective of public welfare, Aurabeat cooperates with relevant government departments to help Shanghai and donate equipment to East China Normal University to continuously expose its brand and rapidly increase product popularity. Aurabeat products have passed the first-line practical test and quickly gained consumer acceptance. The sales of Aurabeat household air purifiers have also increased rapidly.
03| What is the charm of GA, the sales in the third month of its launch exceeded one million
The Canadian brand GA will launch a new product, the GA L3 Pro air purifier, in August 2022. At the same time, the GA brand will also officially enter the Taoxi platform. According to market data, on the Tmall Taobao platform, GA’s sales in October 2022 will be 1,041,900, ranking 10th on the newly promoted list, and the single-product sales of GA L3 Pro air purifiers will be 25th.
The GA L3 Pro air purifier is aimed at the mid-end market, with an average product price of 3,427.32 yuan. Facing the status quo of homogeneous product functions, this single product has made great efforts in terms of cost performance and publicity: in terms of cost performance, GA L3 Pro uses plasma purification, while other products at the same price basically use negative ion purification, and GA L3 Pro has stronger purification capabilities; On the one hand, GA continues to conduct product frequency measurement exposure on major Internet platforms, rapidly increasing product influence. At the same time, in the design of the filter, the traditional square is changed to a circle, which increases the contact area between the air and the filter element, and the plasma technology makes the air filter more effective. In addition, the GA filter element can be used for a longer period of 10-12 months, and the service life of other brand filter elements is generally 6-12 months, and the price of the GA filter element is cheaper, and the unit price is about 386 yuan. Therefore, GA has quickly gained consumer recognition by virtue of its cost-effective advantages, lower maintenance costs in the later period, and product evaluations on major social platforms.
04 | Summary
With the continuous increase of national income, the concept of health has been deeply rooted in the hearts of the people, and the awareness of health has been continuously enhanced. Household air purifiers have been favored by consumers. After the impact of the epidemic, some products began to focus on building virus elimination functions, and gradually gained consumer recognition. With the improvement of residents’ spending power, consumers are gradually pursuing higher-quality products, and more high-end air purifiers with more advanced functions have also attracted consumers’ attention.
The previous generation of air purifiers mostly used negative ion technology to filter, and the cost was relatively low, accounting for a very high proportion in the low-end market. Due to its working principle, negative oxygen ions will be generated during work, too much negative oxygen ions will generate ozone, and exceeding a certain concentration will be harmful to the human body; the new generation of air purifiers mostly use plasma technology to filter, and no ozone will be generated during work However, due to the high technical difficulty and high cost, it is currently mostly configured on high-end products, but as people’s consumption awareness and level upgrade, they are also willing to pay for it. At present, plasma air purifiers are in their infancy, the concentration of top brands is not high, and the product itself has a strong premium ability. New brands and low-end brands are expected to break through.
In addition, smart home can improve people’s happiness in life, such as intelligent identification of harmful substances, intelligent digital display, voice control and other functions have gradually become the focus of humidifier brand technology design, mobile phone remote control and data collection make health more transparent. In fact, behind the diversification of air purifier functions and the emergence of intelligent upsurge, consumers have put forward more and higher requirements for air purifiers after satisfying the basic air purification functions. In the future, whether plasma air purifiers can maintain their growth momentum still needs to be tested by the market.