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recently in the new product launch meeting of smartisan digital co., ltd., luo yonghao announced the launch of the first “changhuxi intelligent air purifier”; previously, there were other branded air purifiers released to the market, such as the millet air purifier, baomi master air cleaner, dual-branded intelligent air purifier t3 jointly launched by qihu 360 and tcl, and small-ball air purifier launched by guoke lequ … as well as the proprietary moji aqi (air quality index). it is seen by many in the industry that air purifiers will succeed mobile phones to become the most favored hardware products. air purifier market will become the battlefield between internet firms and traditional home appliance manufacturers.
evidences to support this view are as follows:
firstly, air purifiers in china are “strategic materials”. who statistics show that 92% of people of the world are living in environment with excessive pm2.5. over 3 million people are died from air pollution every year. in cities with over 100,000 people, 56% citizens in high-income countries are breathing unwholesome air, compared to the 98% in low- and middle-income countries. serious air pollution and haze weather draw more and more attention to living environment and physical health of people.
secondly, air purifier market is not a “fully competitive” market. research shows that as the air pollution continues, air purifiers will probably become the fifth essential home appliance beside color tvs, air conditioners, refrigerators and washers. ownership rate of air purifiers in japan and korea is 28% and in the u.s. 17% whereas in china only 1%. thus air purifier industry in china is yet to be in the fully competitive stage. it is a promising “blue ocean market”.
thirdly, air purifiers are “portal products”. smart home is the future of development. air purifiers are more likely to become the portal and breaking point to intelligent hardware of internet. they can better assist internet companies to acquire network traffic and data and enable utilization of network traffic and data.
what are the competitive edges in “internet air purifier” mode?
1. price-performance ratio. it is universally known that internet firms do not make profits from hardware when breaking into traditional hardware realm. therefore, price-performance ratio becomes the master stroke against traditional home appliance manufacturers. currently, average pricing of main products of philips, sharp and panasonic is over rmb 3,000. high-end products of samsung, iqair and agcen are even more than ten thousand yuan. however, most “internet air purifiers” are within rmb 3,000. some are even less than a thousand yuan.
2. intelligent performance. “internet air purifiers” can remotely monitor air quality in real time and make adjustment automatically. they even surpass traditional home appliances in intelligent performance.
3. user experience. “internet air purifiers” are internet- and big-data-based which enable auto changeover of working modes, providing better user experience than traditional products.