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Summary of the purifier market in the first quarter of 2024: demand recovery and innovation drive.
Release time:
2024-02-02
Driven by demand, the entire air purifier industry achieved a sustained recovery in both online and offline channels in the first quarter of 2024, which is very close to the level of the first quarter of 2022 in terms of sales and sales performance. Analyzed from different channels, the outstanding performance in the first quarter was mainly due to the continuous impact of the recovery of online and offline demand in the fourth quarter of last year. From the perspective of the pace of recovery, the online is slightly later than the offline, so that it did not begin to show a relatively good performance until the first quarter.
Demand recovery, low-end products first
However, from the perspective of price segment, the competition intensity of low-end products rose very rapidly in the first quarter. Below 2000 yuan, the power performance of many products is very obvious. In the price range of 2000 yuan to 3000 yuan, pet purifiers and large-parameter purifiers are competing for the share of other products at the same price. In terms of high-end products, the pattern of "double 11" has been continued, and the proportion of products from 5000 yuan to 6000 yuan has increased significantly. In fact, from this point, we can clearly see from the changes in product parameters that the parameter upgrade is the most significant in the two price segments where the relative power is more obvious, namely, 1000 yuan to 2000 yuan and 5000 yuan to 6000 yuan.
Innovation-driven, segment category steady growth
In terms of products, pet air purifiers have attracted much attention this year. In the new products in the past year, we can see that some brands have made certain innovative measures in function, such as the function of automatically cleaning pet hair, and paying more attention to the design of the product itself. We have been able to clearly perceive a trend that brands are willing to make special designs for the characteristics of pet-raising people from a functional point of view, so as to solve the pain points faced by this group of people.
Diversified layout, different channels to find incremental
However, from the perspective of different channels, in the first quarter, we found that the head brand began to actively lay out the sound track. With the addition of head brands, in addition to the obvious increase in the proportion of tremolo channels (according to the online channel monitoring data of Ovid Cloud Network (AVC), the proportion of retail sales of tremolo channels in online channels in the first quarter of 2024 was 13.7, up 8.5 year on year), the price segment also improved significantly. The price segments of 2000 yuan to 3000 yuan and above 5000 yuan, which have grown well in regular online channels, also have a very large increase in the proportion of tremolo channels.