30% of humidifiers may be eliminated

With the gradual improvement of people's health awareness, the air purifier market is hot, and many main humidifier companies have begun to extend the product line to the field of air purifiers. Experts pointed out that there are currently 30% of humidifier companies on the market will be eliminated in the competition.

Advantages of Air Purifiers Obviously, households in northern cities currently use mostly “atomized humidifiers”, which are used every night in autumn and winter. Song Guangsheng, director of the National Indoor Environment and Indoor Environmental Protection Product Quality Supervision and Inspection Center, pointed out that the use of humidifiers in the winter is very long. However, if used improperly, it will not only improve the living environment, but may increase the probability of suffering from respiratory diseases.

In this context, many potential consumers of humidifiers have begun to rush for air purifier products. Yesterday, the reporter visited the store and found that many consumers compare prices between the purifier and the humidifier. At present, the market price of relatively common humidifiers is about 500 yuan, and the price of high-end can reach 1,000 yuan. In contrast, the price advantage of air purifiers is obvious. Many air purifiers are priced below 1,000 yuan. The price of a foreign brand humidifier is only 699 yuan.

A consumer bluntly stated that the price difference between the humidifier and the air purifier was not significant, the latter had a relatively full function, and the quality of life after use would be greatly improved, so consumers would tend to choose the latter. According to data from the Internet Consumer Research Center, the number of air purifiers below $1,000 ranked first in each price range, with a share of 25.1%.

Humidifier enterprises have taken advantage of market transitions. In fact, many companies have realized this market phenomenon. The China Electronic Chamber of Commerce report shows that due to the severe ransack of the humidifier product market, many companies have begun to extend the product line to the field of air purifiers. Asia is a veteran humidifier company. In June this year, Yadu launched more than ten models of air purifiers. Wenhui, the president of Yadu Company, stated that this year, from the corporate side, efforts are being made to promote the transformation of the purifier industry: First, to promote the upgrading of the purifier industry; The second is to push down the prices of purifier products. At present, the prices of air purifiers are mostly concentrated at more than 3,000 yuan, while the Asia PM PM Guardian Guardian series is priced at 998-2998 yuan.

Song Guangsheng said that there is still no data showing how many companies have begun to make a transition, but companies such as Yadu and Midea that initially specialized in humidifiers have already begun to gradually enter the purifier market. This will directly compete with companies such as Philips and Sharp who started with purifiers.

Thirty percent of companies are unable to turn to this. Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, points out that for a traditional purifier company, the most sensible solution is to transform itself if it is not to be eliminated in the competition.

However, the reporter learned that the transition is not easy. Currently, 70% of the humidifier market is dominated by brands such as Asia Pacific and Midea. The other 30% of companies are non-mainstream brands. With the support of funds and R&D capabilities, such large companies are easier to transform. It is not easy for the other 30% companies to undergo transformation because mature air purifier products require strong R&D capabilities. Taking Sharp as an example, Sharp has invested heavily in the air purifier market in recent years. Sharp established China Investment Co., Ltd. in 2011 and set up a Health and Environment Products Division, as well as a design and R&D center with the aim of accelerating the popularity of air purifiers in the Chinese market. Sharp's Plasmacluster Technology currently receives about 60 patents and is gradually recognized by the market.

Lu Zhibo pointed out that Sharp had many years of technical accumulation and experience in the field of home appliances. The technical research in the air purifier market started in 1998, but for the humidifier companies in the Chinese market, if they want to transform, It is necessary to carry out production line construction and personnel training. This requires a cycle. This is very difficult for a three-percent humidifier company that needs capital and second-rate technology.

In addition, after-sales also test the technical strength of the transformation of enterprises, according to the relevant person in charge of Sharp Shuang introduced, taking Sharp air purifier as an example, Sharp net ion purification line 4000182128, specifically to provide air disinfection machine, purifier and net ion group technology consulting . Other brands also stated that the purifier sale determines the quality of their use. Lu Jianbo pointed out that if there is no real technical support, the after-sales chain may also encounter many problems. This is something that companies in transition should also consider.

Reporter's notes that innovation is always pushed by small steps, jogging, innovation is king, and technology paving has become the main theme of the development of home appliance companies. However, China’s home appliance companies, which hold the banner of innovation, are always slow.

Korean companies exhibited OLED technology, domestic panel companies began to upgrade the panel industry; Japanese companies established a patent pool of air-conditioning inverter industry, domestic white-power companies began to enter the inverter industry. In the process of “humidifier” to the “purifier” industry, Chinese companies have also played a passive role. Sharp, Philips and other international companies met the market with purifier products in China when PM2.5 was severely exceeded last year. . Chinese companies have suddenly realized that the deterioration of the sighing environment has no practical significance. Using new products to fight bad weather is the right way. So humidifiers have become the past, replaced by "cleaning", "humidification" combo air purifier, if there is no rapid deployment of Sharp, Philips, Chinese companies may not be able to break the title, but into the humidifier industry's vicious Price war.

The fundamental reason why Chinese companies do not want to take the initiative to innovate is that they are not afraid of lagging behind. Technological backwardness can be supplemented by marketing methods. Apple launched a smart TV in the US market and Chinese companies began a powerful marketing campaign. In recent years, the promotion of Chinese color TV companies is almost entirely based on intelligence.

It is fair to say that manufacturers have already resorted to all the solutions and even designed and designed personal smart TVs according to the needs of users. This should have been full of selling points. However, for a long time, domestic home appliance companies have been labelled with “indifferent innovation” and “micro-innovation”. The external gimmick seems to have failed to become a "match-killer" to win consumers. It is not difficult to understand that, for a long time, the pricey new products, practicality, and experience, etc., that are packaged under gorgeous coats cannot be simultaneously enhanced, consumers are no longer easily fooled, and companies are unbelievable.

In fact, for manufacturers, marketing costs have soared, and it is difficult for manufacturers to put more money into innovative technologies. Without innovation, sales pressure will naturally increase. This is Bo’s marketing approach, which is tantamount to “ Kill chicken to take eggs."

According to Gong Bin, the vice president of the China Household Electrical Appliances Research Institute, innovation determines the pace of development for all companies in the world. For Chinese home appliance companies, innovation focused on products, technology, industrial design, and standards directly determines the competitiveness of enterprises. And vitality. Indeed, innovation has not only won rich commercial returns for the Chinese home appliance brands in the mid-to-high end market, but also injected new meaning for the Chinese home appliance companies in the global market competition and won reputation and respect. But for a long time, Chinese home appliance companies only hope that they can compete with world-renowned brands and companies. However, they cannot actively innovate. I am afraid they can only passively follow and retort.