In 2017, the Chinese air purifier market proved to be a year of remarkable transformation. As both established and emerging brands competed fiercely, weaker players were gradually phased out, while technological advancements and product innovation became more prominent. With stronger regulatory oversight, the industry moved toward greater stability, and growing public awareness of healthy breathing fueled a shift in consumer behavior.
According to data from Zhongyikang Times Market Research Institute, the number of air purifier brands surged from 78 in 2013 to over 576 by November 2017. This booming "pie" attracted more players, leading to increased competition and brand consolidation.
While the online air purifier market continued its rapid expansion in 2017, it also matured significantly. Industry trends began to take shape, offering clearer insights into what might come in 2018.
**Consumer Trends: Shifting, Rejuvenating, and Rationalizing**
Over the years, the air purifier market has evolved alongside rising smog levels, higher disposable incomes, and improved awareness of indoor air quality. E-commerce platforms made it easier for consumers to access these products, allowing air purifiers to move beyond first-tier cities into second- and third-tier markets. The Western region, particularly Xi’an, saw a noticeable increase in demand, despite similar weather patterns compared to previous years.
New users are no longer limited to major cities. Existing users are also upgrading or repurchasing, creating dynamic shifts in regional sales. Data shows that for every 10 new buyers, there is one returning customer. Beijing remains a key market, but in December, the Jiangsu, Zhejiang, and Shanghai regions experienced a sharp growth spurt, with Shanghai and Chengdu joining the top three in sales.
Industry insiders noted that this shift was partly due to the southward movement of smog, which changed the type of pollutants people were concerned about. While northern regions focused on mite removal, southern areas began prioritizing formaldehyde elimination. This trend highlights the evolving needs across different regions.
Additionally, younger consumers are increasingly driving the market. Over 80% of air purifier buyers are under 35, with the post-90s generation being the most active. Gender-wise, women still dominate, with a 4:6 male-to-female ratio. These tech-savvy users rely more on word-of-mouth, social media, and influencer recommendations than traditional advertising when making purchasing decisions.
Unlike earlier buyers who often went for big international names, 2017 saw a more rational approach. Consumers now prioritize factors like effective purification, low noise, ease of use, aesthetics, durability, energy efficiency, coverage area, and airflow volume.
**Product Evolution: Segmentation, Specialization, and Price Rationalization**
As the market matures, brands have responded with more specialized and segmented products. Air purifiers tailored for children, pregnant women, and specific environments like cars or offices have become common. Beyond PM2.5 filtration, functions such as odor removal, sterilization, humidification, and deodorization are gaining traction.
Experts note that even in countries with less severe smog, air purifiers are widely adopted. This suggests that the Chinese market is moving beyond just reacting to pollution, aiming instead for long-term respiratory health solutions.
One standout brand in 2017 was 352, known for its professional-grade air purifiers. It consistently ranked among the top sellers on JD.com and Tmall, often surpassing many international brands. Its success came from continuous innovation and user-centric design, building a strong reputation in the industry.
With more informed consumers, pricing confusion has decreased. Most buyers preferred products in the 1,995–4,020 RMB range, favoring cost-effective options. Despite their growing capabilities, air purifiers still cannot address all air quality issues, which is why combining them with fresh air systems and masks can offer more comprehensive protection.
**Industry Focus: Capital Investment, Cross-Border Entry, and Regulatory Growth**
The potential for growth in the Chinese air purifier market has drawn significant investment. In November 2017, 352 Environmental Technology secured over 200 million RMB in funding, marking one of the largest rounds in the industry.
Alongside capital inflows, new entrants have flooded the market. Traditional home appliance giants like Gree, Midea, Sharp, and Panasonic have entered, while internet companies such as NetEase’s selection, Ink Weather, and Hammers have also joined the space.
At the same time, government regulation has intensified. Following the release of new national standards in 2016 and the elimination of over 100 unqualified brands, the technical committee for household appliances has been working on core component standards for air purifiers. Two key industry standards—on filters and electrostatic dust collectors—are expected to be finalized in 2018, further improving transparency and quality.
Experts emphasize that while coal-to-gas and coal-to-electricity initiatives have reduced particulate emissions, other harmful substances remain. Air purifiers play a crucial role in filtering out not just dust but also dangerous gases.
Looking ahead, the air purifier market is set for another surge. Zhongyikang Times predicts that 2018 sales could reach 28.9 billion yuan, with a compound annual growth rate exceeding 40%. As consumer awareness rises and demand for healthier living increases, the air purifier market is poised for a new wave of growth.
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