October China Air Purifier Market Analysis

In October 2013, the air purifier market, which had the function of removing indoor air pollution, continued to heat up in a situation in which smog was frequent and air quality was not improved. The attention index had a significant increase compared to September. From the perspective of brand attention, Philips is still the focus of attention of the majority of consumers, Sharp, Panasonic and Asia have a relatively good audience. Judging from the price segment, 3001-4000 yuan has attracted nearly 1/3 of the market's attention, which is the mainstream price segment of the market.

Report Highlights • Brand Focus: Philips continues to lead and Samsung is a brand watcher.

• Product Focused Models: The products on the list belong to four brands with an average price of 2,889 yuan.

• Market Concern Index: The air purifier market’s interest rate rose by 64.3% month-on-month.

• Product power structure: 47W air purifier products are the most concerned by consumers.

• Structure of price segment: The proportion of attention in the price segment of 3001-4000 yuan this month is nearly 1/3.

• Analysis of mainstream manufacturers: The proportion of attention of Philips in this month showed an “inverted V” trend.

First, the brand focus on the pattern • This month, Samsung's brand awareness list In October 2013, the brand awareness of the Chinese air purifier market was relatively stable. Among them, Philips continued to lead, its concern this month rose sharply to reach 37.5%, compared with 9 The monthly increase was 8.2%. Sharp and Panasonic maintained the position of the runner-up and second runner-up, respectively, with a focus on 19.7% and 15.1% respectively. Concerned about the proportion of more than 10.0%, there is Asiadu, 11.2%. It is worth noting that this month, Samsung ranked fifth among brand watchers, with a focus on 4.7%.

Second, the product focus on the pattern (a) product models concerned • this month, Philips AC4076's attention is very clear In October 2013, China's air purifier market, Philips AC4076 to 22.7% of the proportion of attention continues to be the most consumer concern this month The air purifier products have obvious advantages compared with other products. This 47W power, 55m2 area, dual sensor air purifier is priced at 3,490 yuan this month, unchanged from the previous month.

• The average selling price of the products on the list was RMB 2,889. The top ten most concerned products of this month belong to four brands, of which Philips, Sharp, and Panasonic each have three products with an average price of 2,889 yuan. Among them, the Panasonic F-VXJ90C has the highest selling price of 5,589 yuan, while the Philips AC4025/00 has the lowest price, only 699 yuan.

(II) Product Concern Index • The air purifier market has increased its focus by 64.3%

Looking at the situation this month, the air purifier market continues to heat up, and there has been a significant increase in the attention index compared to September. The index of concern of the market rose from 209,131 in September to 343,526, and the daily average concerned about the index over 10,000, up by 64.3% from the previous quarter.

(III) Product Power Structure • Products with 47W power are most concerned by consumers From the perspective of the different power of air purifiers, in October 2013, the 47W in the Chinese air purifier market was still the most concerned by consumers. The monthly attention rate exceeds 30%, reaching 31.1%. The proportion of attention to the remaining product power is below 10.0%, among them, there are 30W, 56W and 53W with more than 5.0% power.

(IV) Structure of the price segment • The proportion of attention of 3001-4000 yuan this month is nearly 1/3

In October 2013, in the Chinese air purifier market, the price segment of 3001-4000 yuan was still the most concerned price segment for consumers, and this month focused on close to 1/3 of the market's attention. In addition, the proportion of attention in the price segment of 1,000 yuan or less, 1001-2000 yuan, and 2001-3000 yuan is not much different, and they all range from 15.0% to 20.0%, which are 15.6%, 16.0%, and 17.9% respectively. The proportion of attention in the price segments above 4,000 yuan was relatively small, with less than 10%.

III. Analysis of Mainstream Manufacturers (I) Concern about Brand Trends • The proportion of Philips’ attentions in this month showed an “inverted V” trend In October 2013, in China’s air purifier market, the proportion of Philips’ attention changed significantly this month, showing “inverted V”. Type" trend. As can be seen from the chart, Philips was concerned about the ratio of 32.0% at the beginning of this month. Afterwards, the trend was stable. It stabilized at 32.7% on the 10th and began to rise. It reached the highest value of 47.2% on the 15th, and then began to pay attention to the ratio. After falling, it finally fell to 26.5% at the end of the month, a decrease of 5.5% from the beginning of the month.

(II) Comparison of the number of commercially available products • Sharp's number of commercially available products is relatively the most According to statistics from ZDC, among the top five Chinese air purifiers in the month, Sharp and Yadu have a relatively large number of commercial products. 20 models. Philips followed with 18 models. Panasonic and Samsung are relatively few, with 8 and 10 models respectively.

(III) Comparison of single-product attention rate • Philips’ single-item concern rate is relatively high From the single-product attention rate of the top five brands, Philips’ single product attention rate is relatively highest, reaching 2.08%; followed by Panasonic, which is 1.89%; Sharp ranked third, less than Panasonic's 1/2; Yadu and Samsung's single product attention rate is not much difference, the brand is quite competitive.

(Note: The single product attention rate = the ratio of a brand concerned / the number of commercial products of the brand * 100%, the single product attention rate reflects the average competitiveness of a brand's products.)