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In-depth Study and Prospect Forecast on Household Air Purifier Industry in China, 2015-2020

Mar 26, 2015 | 130 Pages | Huidian Research | Housewares

Market Development Forecast
In recent years, the sales of household air purifier in China increased by 27% each year, influenced by air pollution caused fine particles “PM 2.5”, the sales of Household Air Purifier tends to increase. In 2013, the sales increased to 2.64 million, up 16% over 2012. It is predicted that the sales will continue to enlarge in future, especially, under the situation of severe air pollution, it can be expected conservatively that the market scale of Household Air Purifier in China will grow at the rate of 9% averagely, in 2018, the sales will hit about 4 million from 2.60 million in 2013. At present, the popularization rate of air purifier is less than 0.1%, the number of air purifier in China can raised dramatically. The release of PM 2.5 makes national people pay more attention to living environment and air quality. As one sunrise industry, the market space of household air purifier is huge.

Tab.7: Forecast on Market Development of Household Air Purifier, 2015-2020

Source: Huidian Research

Market Segmentation
At present, the domestic household air purifiers lay emphasis on indoor decoration pollution; most of mainstream products in market have the function of eliminating formaldehyde etc decoration pollution source, so the functional segmentations are not obvious in real market. The products with bactericidal function 

In all segmentations, the functions of products are repeated highly, 45% of products in market have the function of eliminating decoration pollution, even more, the products with bactericidal function are as high as 65%; the market reactions of low-end, conventional dedusting equipment are just so-so, they only account for 33% of equipment and enter into the demand market mainly in the form of gifts and complimentary gifts.

In the leading enterprises of household air purifier, over 60% are foreign-funded enterprise brands, while the domestic brands only account for 38%.

Leading Enterprise Structure Distribution of Household Air Purifier

Source: Huidian Research

In 2014, there were over 200 brands in purifier market in China, but the foreign-funded brands still took most of market shares. According to the data from Huidian research, last year, the top 5 brands of purifier in on-line market in China were Philips, Sharp, Panasonic, Ya Du and Daikin, of which, only Ya Du is domestic brand.

Brands of household air purifier have formed the largest camp: the domestic brand camp represented by Ya Du, Broad, Midea, Gree, Airmate and Lexy, Euro-America brand camp represented by Philips, Airoswiss, Austin and Whirlpool, and the Japan-ROK brand camp represented by Panasonic, Sharp, Daikin, Samsung and LG etc. the market shares of Europe-America brands exceeds 45%, Japan-ROK brands take 35% of market shares, while domestic brands account for less than 20% of market shares. Seeing from the comparison of the market shares of domestic and foreign brands, the foreign-funded brands account for over 80% of market shares and continue to grow steadily by virtue of technical advantages, and the competitive disadvantage of domestic brands is hard to be changed in short time.

Seeing from competition pattern, different brands have different competition focuses, the activated carbon filtering system is dominated absolutely by Philips and Panasonic, ionic filtration system is dominated by Panasonic, Ya Du and Sharp and catalyst filtration system is dominated by Blueair; Seeing from filtration layers, Philips covers fully the air purifier with four layers of filtration or less, and the sales proportion concentrates into the products with less filtration layers, in which, the products with two filtration layers or less account for 50% of total sales of Philips. The main air purifiers of Panasonic adopt three-layer filtration system, Yadu and Blueair adopt four-layer filtration system or above, and Sharp adopts five-layer filtration system or above.
 Table Of Content

1. Overview of Household Air Purifier Industry
1.1 Overview of products
1.1.1 Products
1.1.2 Classification and Performance Characteristics
1.1.3 Product Application
1.2 Sales Modes

2. Development Environment of Household Air Purifier Industry
2.1 Policy Environment
2.2 Technical Level
2.3 Economic Environment

3. Overview of Market Development of Household Air Purifier, 2009-2020
3.1 Market Scale Statistics, 2009-2014
3.2 Market Development Forecast
3.3 Market Segmentation

4. Analysis on Household Air Purifier Industry Structure in China, 2014
4.1 Industry Chain Structure
4.2 Competitive Advantages and Disadvantages of Industry Chain
4.3 Profit Distribution and Development Trend of Industry Chain

5. Supply Market of Raw Materials of Household Air Purifier
5.1 Investigation on Raw material Production in China, 2014
5.1.1 Output of Raw Material
5.1.2 Regional Structure of Raw Material Production
5.1.3 Forecast on production Scale of Raw Materials, 2015-2020
5.2 Price Trend of Raw Materials
5.2.1 Historical Price Trend 
5.2.2 Influence on Enterprises
5.3 Status Quo of Household Air Purifier Production in China, 2014
5.3.1 Production Scale, 2014
5.3.2 Production Structure, 2014
5.3.3 Output Forecast, 2015-2020
5.4 Typical Suppliers of HEPA
5.4.1 AirTamer
5.4.2 Dirkbiel
5.4.3 Other Suppliers
5.5 Typical Suppliers of Motor
5.5.1 Samsung
5.5.2 Sharp
5.5.3 LG

6. Key Manufacturers of Household Air Purifier at Home and Abroad
6.1 Ya Du
6.1.1 Company Profile
6.1.2 Product Structure and Price Characteristics 
6.1.3 Statistics on Product Production and Sales, 2009-2014
6.1.4 Cost Structure of Typical Product
6.2 Philips
6.2.1 Company Profile
6.2.2 Product Structure and Price Characteristics 
6.2.3 Statistics on Product Production and Sales, 2009-2014
6.2.4 Cost Structure of Typical Product
6.3 Midea
6.3.1 Company Profile
6.3.2 Product Structure and Price Characteristics 
6.3.3 Statistics on Product Production and Sales, 2009-2014
6.3.4 Cost Structure of Typical Product
6.4 Haier
6.4.1 Company Profile
6.4.2 Product Structure and Price Characteristics 
6.4.3 Statistics on Product Production and Sales, 2009-2014
6.4.4 Cost Structure of Typical Product
6.5 Broad
6.5.1 Company Profile
6.5.2 Product Structure and Price Characteristics 
6.5.3 Statistics on Product Production and Sales, 2009-2014
6.5.4 Cost Structure of Typical Product
6.6 Panasonic
6.6.1 Company Profile
6.6.2 Product Structure and Price Characteristics 
6.6.3 Statistics on Product Production and Sales, 2009-2014
6.6.4 Cost Structure of Typical Product
6.7 Daikin
6.7.1 Company Profile
6.7.2 Product Structure and Price Characteristics 
6.7.3 Statistics on Product Production and Sales, 2009-2014
6.7.4 Cost Structure of Typical Product
6.8 Sharp
6.8.1 Company Profile
6.8.2 Product Structure and Price Characteristics 
6.8.3 Statistics on Product Production and Sales, 2009-2014 (Sales Amount, Profit Rate)
6.8.4 Cost Structure of Typical Product
6.9 Blueair (Shanghai)
6.9.1 Company Profile
6.9.2 Product Structure and Price Characteristics 
6.9.3 Statistics on Product Production and Sales, 2009-2014 (Sales Amount, Profit Rate)
6.9.4 Cost Structure of Typical Product
6.10 IQair
6.10.1 Company Profile (Related to Household Air Purifier)
6.10.2 Product Structure and Price Characteristics 
6.10.3 Statistics on Product Production and Sales, 2009-2014 (Sales Amount, Profit Rate)
6.10.4 Cost Structure of Typical Product

7. Establishment Strategy of Marketing Channels of Household Air Purifier in China
7.1 Marketing Channel Structure 
7.2 Partner Marketing Channel Study
7.3 Direct and Indirect Distribution Channel Management
7.3.1 Direct Indirect Distribution Channel
7.3.2 Indirect Distribution Channel
7.4 Online and Off-line Channels
7.4.1 Online Channels
7.4.2 Offline Channels
7.5 Downstream Brand Distributors
7.5.1 Agents
7.5.2 Franchisee
7.5.3 Chain Store
7.5.4 Distributor

8. Assessment on Brand Distributor Channels of Household Air Purifier Industry in China
8.1 Analysis on Effective Distributions of Brands 
8.2 Comparison on Effective Distributions of Brands
8.3 Effective Distributions of Main Brands in Different Cities 

9. Customer Group Study and Channel Matching Analysis in Household Air Purifier Market
9.1 Consumption Characteristics of Main Customer Groups
9.1.1 Regional Distribution
9.1.2 Age Distribution
9.1.3 Gender Distribution

10. Customer Group Study in Household Air Purifier Market
10.1 Customers’ Demand Investigation, 2014
10.1.1 Customers’ Cognition Level, 2014
10.1.2 Customers’ Demand Characteristics, 2014
10.2 Decoration/Non-decoration Consumption Market Demands (Proportion of Health to Non-health)
10.2.1 Decoration Consumption Market Demands
10.2.2 Non-decoration Consumption Market Demands
10.3 Healthy/Non-healthy Consumer Market Demands
10.3.1 Healthy Consumer Market Demands
10.3.2 Non-healthy Consumer Market Demands
10.4 Consumers with/without Aged People and Children Market Demands
10.4.1 Consumers with Aged People and Children Market Demands
10.4.2 Consumers without Aged People and Children Market Demands

11. Development Trend of Household Air Purifier Industry and Supply and Demand Forecast in China
11.1 Future Development Trend, 2015-2020
11.2 Forecast on Supply and Demand
11.2.1 Supply Capacity
11.2.2 Market Demand
11.2.3 Import & Export Situation
11.3 Forecast on Total Asset, 2015-2020
11.4 Forecast on Gross Value of Industrial Output, 2015-2020
11.5 Forecast on Sales Revenue, 2015-2020
11.6 Forecast on Profitability Level, 2015-2020

12. Study on Investment Value and Strategy of Household Air Purifier Industry in China, 2015-2020
12.1 SWOT Analysis
12.1.1 Strength
12.1.2 Weakness
12.1.3 Opportunities
12.1.4 Threats
12.2 Investment Value Analysis 
12.2.1 Profitability
12.2.2 Debt-paying Ability
12.2.3 Development Ability
12.3 Early-warning on Investment Risk, 2015-2020
12.3.1 Industry Competition Risk
12.3.2 Technical Risk

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