In the winter heating season of 2017, the air purification market—expected to be at its peak—was surprisingly quiet. Compared to the previous year, when the air purification industry was struggling to survive both online and offline, this year's situation seemed even more challenging. Many professionals in the field were left wondering: what lies ahead for the air purification industry? These questions lingered in their minds as they watched the market fluctuate.
Air pollution control is not something that can be solved overnight. 2017 marked the final year of the Air Pollution Prevention Action Plan. According to the plan, by 2017, the concentration of inhalable particulate matter in cities at or above the prefecture level should have decreased by over 10% compared to 2012, with a growing number of clean days each year. In regions such as Beijing-Tianjin-Hebei, the Yangtze River Delta, and the Pearl River Delta, PM2.5 levels were expected to drop by 25%, 20%, and 15%, respectively. Specifically, Beijing aimed to keep its annual average PM2.5 concentration around 60 μg/m³.
With environmental performance tied to official evaluations, governments at all levels became increasingly focused on improving air quality. After five years of effort, the results started showing in 2017. For example, Beijing’s annual average PM2.5 concentration reached 58 μg/m³, meeting the target set in 2013. To achieve these goals, many regions implemented coal-to-gas and coal-to-electricity projects, restricted high-energy industries, and imposed vehicle bans during extreme weather events.
However, improving air quality is not a one-time achievement. It’s a long-term process that requires sustained efforts. Therefore, the air purification industry will not slow down; it will continue to grow. The real danger of PM2.5 is its ability to cause irreversible damage to internal organs once inhaled. Even if the sky looks clear, PM2.5 can still slowly harm the body. In the U.S., clean air standards require PM2.5 levels below 12 μg/m³, while 60 μg/m³ represents moderate pollution.
A deeper issue behind air pollution is China’s energy structure. While coal-to-gas and coal-to-electricity initiatives helped improve the environment, they also created challenges, such as gas shortages and heating difficulties. Adjusting the energy structure is a complex, long-term task. Although transitioning to cleaner energy is logical, China’s large population and existing energy mix mean that further progress must be carefully planned.
The air purifier industry is not just “weather-dependent.†During the 2017 heating season, practitioners noticed a market slowdown. With less smog, the demand for air purifiers appeared to wane. According to Zhongyikang data, the retail volume of air purifiers dropped sharply in the last four weeks of 2017, with some categories declining by nearly 80%. Such a steep decline raised concerns among industry players.
But the air purifier market isn’t solely driven by smog. Indoor air pollution comes from various sources, including benzene, formaldehyde, bacteria, and viruses. While smog directly influences consumer purchasing behavior, rising living standards and health awareness are driving long-term demand for clean air.
China’s middle-income group is now approaching 300 million and is expected to double in the next decade. As per the "13th Five-Year Plan," China aims to build a moderately prosperous society and reach a high-income level. By 2020, urban and rural residents’ disposable income will double from 2010 levels, and consumption is projected to exceed 45 trillion yuan. As people become wealthier, their demand for clean air, water, and a better environment will only increase.
Although the air purifier market saw a decline at the end of 2017, sales remained strong throughout the year. The temporary dip wasn’t enough to change the public’s fundamental need for clean air. In fact, the drop was partly due to the surge in purchases during the severe smog period in late 2016. Staged improvements in air quality won’t hinder the industry’s long-term growth.
Currently, the penetration rate of air purifiers in China is still low compared to developed countries like the U.S., where the market penetration rate is already between 20% and 30%. Peng Yi, deputy general manager of Zhongyikang, believes the Chinese air purifier market is still in its early stages, with significant growth potential. Zhongyikang predicts a 20% year-on-year increase in market size in 2018.
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