In 2017, the Chinese air purifier market was a year of transformation and growth. With fierce competition between established and emerging brands, many inferior products were weeded out, while technology and product quality advanced significantly. Government regulations also played a key role in stabilizing the market and raising public awareness about clean air and health. This shift in consumer behavior brought long-term environmental benefits.
According to data from Zhongyikang Times Market Research Institute, the number of air purifier brands grew from 78 in 2013 to 576 by November 2017. The expanding market attracted more players, creating a "cake effect" that led to greater industry consolidation.
While the online air purifier market continued to grow rapidly in 2017, it also matured, showing clear signs of industry evolution. Looking back at the past year’s trends can help better predict what 2018 might bring.
**Consumer Trends: Shifting, Growing, and More Rational**
After years of development, with frequent smog events, rising income levels, and increased awareness of healthy living, air purifiers moved beyond first-tier cities into second- and third-tier markets. This expansion helped boost overall market growth. Cities like Xi’an saw a significant increase in demand, even though weather conditions remained similar to previous years.
New users are no longer limited to big cities; existing users are also repurchasing more often. The sales distribution across regions is constantly changing. According to data, the ratio of new to returning customers is roughly 10:1. Beijing remains the top consumption area, but in December, markets in Jiangsu, Zhejiang, and Shanghai saw a sharp rise. Chengdu and other cities also made it into the top three.
Industry insiders suggest this shift is due to the southward movement of smog, which changed regional purchasing preferences. While northern consumers focused on mite removal, southern buyers increasingly sought formaldehyde filtration. Even within the South, demand for mite removal is growing.
Additionally, the younger generation now dominates the market. Over 80% of air purifier buyers are under 35, with the post-90s group being the most active. Gender-wise, females make up the majority (60%), while males account for 40%. These tech-savvy users rely more on word-of-mouth, social media, and influencer recommendations than traditional advertising when making purchases.
Unlike early adopters who blindly followed brand names, 2017 buyers became more rational, focusing on factors like effective purification, low noise, ease of use, aesthetics, durability, energy efficiency, coverage area, and airflow. This shift reflects a more informed and discerning consumer base.
**Product Evolution: Specialization, Segmentation, and Value Focus**
With a more competitive and mature market, brands had to step up their game. In 2017, segmented products targeting specific groups—like children, pregnant women, or those in different environments such as cars or offices—became more common. Air purifiers with multiple functions, such as formaldehyde removal, odor elimination, sterilization, and humidification, gained popularity.
Experts note that while smog isn’t as severe in countries like the U.S., Japan, or South Korea, air purifiers are still widely used. This suggests that in China, air purifiers are not just a response to pollution but a long-term lifestyle choice.
One standout brand in 2017 was 352, which consistently ranked among the top sellers on major e-commerce platforms. Its success came from innovation and user experience improvements, earning it a strong reputation in the professional market.
As consumers became more knowledgeable, pricing confusion decreased. Most buyers opted for mid-range models priced between 1,995 and 4,020 yuan, showing a preference for value-for-money options.
Despite advancements, some air quality issues remain uncovered. Combining air purifiers with fresh air systems and face masks can offer more comprehensive protection for respiratory health.
**Industry Developments: Investment, New Entrants, and Regulation**
The air purifier market’s potential has attracted significant investment. In November 2017, 352 Environmental Technology secured over 200 million RMB in funding—the largest in the domestic market. This reflects strong confidence in the sector's future.
Alongside capital inflows, new players entered the scene. Traditional appliance giants like Gree, Midea, Sharp, and Panasonic expanded into the market, while internet companies such as NetEase, Ink Weather, and Hammers also made their mark.
At the same time, government regulation intensified. Following the 2016 national standards and the elimination of over 100 unqualified brands, the National Standardization Technical Committee worked on developing core component standards for air purifiers. Two key industry standards—on filters and electrostatic dust collectors—are expected to be officially released in 2018, improving transparency and quality control.
Ke Zhenquan, vice chairman of the China Quality Inspection Association, emphasized that while coal-to-gas and coal-to-electricity initiatives have reduced particulate matter, air pollution involves more than just PM2.5. Air purifiers play a vital role in filtering harmful gases and chemicals, ensuring safer indoor air quality.
Looking ahead, the air purifier market is set for another surge in 2018. Zhongyikang Times predicts that total sales will reach 28.9 billion yuan, with a compound annual growth rate exceeding 40%. As consumer awareness and spending power continue to rise, the market is poised for a new wave of growth.
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