冬天来了，旺季遇冷的空净市场也入冬了？

Core Insights - The air purifier market is experiencing a significant decline due to improved air quality and changing consumer needs, with sales dropping since 2017 [1][2][9] - The demand for air purifiers has decreased as the public's perception of the necessity for these devices has shifted, particularly in major cities where air quality has improved [2][9] Market Trends - The average concentration of PM2.5 in China has decreased by 39.5% from 2015 to 2024, leading to a reduction in heavy pollution days by 63.2% in key regions [2] - In Beijing, the proportion of days with excellent air quality has increased by approximately 35 percentage points since 2018, further diminishing the urgency for air purifier purchases [2] Consumer Behavior - A survey indicated that only 18.3% of respondents consider "dealing with smog" as the primary reason for purchasing air purifiers, a significant drop from 62.5% in 2018 [2] - High operational costs and the perception of air purifiers as unnecessary expenses have led many consumers to abandon their use [3][4] Product Issues - A report revealed that only 28.6% of tested air purifiers met the required formaldehyde CADR value, and over one-third of products had misleading performance claims [3] - The high cost of replacement filters, averaging between 400 to 2000 yuan annually, has deterred consumers from purchasing air purifiers [3][4] Competitive Landscape - Major brands like Xiaomi and Philips are facing challenges due to market saturation and reliance on low-price strategies, which may limit long-term growth [5][6] - The high-end segment of the market is becoming increasingly competitive, with brands like Philips and Blueair struggling to maintain their market share against emerging competitors [6][7] Future Outlook - The air purifier industry is expected to undergo a transformation as companies focus on technological upgrades and product differentiation to meet specific consumer needs [8][9] - The implementation of new energy efficiency standards in 2025 may encourage manufacturers to enhance product performance and address consumer pain points [8] - Despite recent declines, the market is showing signs of recovery, with retail sales expected to exceed 6.2 billion yuan in 2024, marking a 31.8% year-on-year growth [8][9]