Environmental pollution problems, while activating the air purifier market, will also hope to improve the industry problems of low-volume domestic vacuum cleaner users. Beijing Business Daily reporter recently learned that the vacuum cleaner market has started to remove PM2.5 products, and some manufacturers are also increasing the vacuum cleaner to purify PM2.5 features. In the opinion of industry experts, as users pay more attention to the environment, the vacuum cleaner industry is expected to usher in a rapid growth period of user scale by superimposing the functions of air purifiers.
Domestic market penetration rate is less than 5%
Compared with other small household electrical appliances, although the vacuum cleaner has been developed in China for more than ten years, the market penetration rate has been at a low level. In the interview with Beijing Business Daily, the founder of Puppy Appliance, Tan Chong, pointed out that the current market penetration rate of vacuum cleaners in China is still less than 5%, and the market potential is huge.
It is understood that dust and small particles are usually the most annoying thing when people are cleaning. It not only affects indoor cleaning, but also affects electrical appliances and other equipment. It also harms people's health. The vacuum cleaner can collect dust through a powerful suction airflow, which is easy to clean and organize, and has the characteristics of labor saving, quickness and thoroughness, making the vacuum cleaner become an essential electric appliance for families in Europe and America. Data show that in the United States, Japan and other countries, as early as the end of the 1990s, the popularity of vacuum cleaners exceeded 90%.
When it comes to the difference in the popularity of the domestic market and foreign markets, Tan Chong said that there are two main reasons. On the one hand, Chinese users have been cleaning the houses all the time with brooms and mops, and most consumers are not used to it. Use a vacuum cleaner product. On the other hand, the pace of life in large cities in China is too fast, consumers often do not have the time and energy to clean, especially young people, and it is precisely in recent years that robotic sweepers have begun to emerge in the market.
Domestic brands, pressure foreign brands
The current situation of the quality of the domestic vacuum cleaner market is also another factor affecting the development of the industry. It is understood that vacuum cleaner products seem to be small in size and relatively simple in materials. However, compared with small household appliances such as rice cookers and microwave ovens, vacuum cleaners are widely classified. There are household horizontal vacuum cleaners, dust collectors, car vacuum cleaners, and commercial dry and wet integrated devices. Bucket vacuum cleaners, wireless pusher vacuum cleaners, etc. The diversity of this structure determines that it is not easy for a company to produce quality products.
"The vacuum cleaner is very deep, and it is not easy to do it well." Tan Chong told the Beijing Business Daily that there are many contradictory problems in vacuum cleaner products in addition to the breakdown of categories. For example, the most basic vacuuming effect is related to sound and temperature. The large suction force can be cleaned more thoroughly. However, it is proportional to the motor power and noise to a certain extent. This involves reducing noise. The most common practice is to reduce noise. Wrap these sounding parts and reduce the noise through the air duct design, which will form another problem, that is, the temperature rise, and there are many similar contradictions. In this regard, Puppy Appliance has been specializing in these fields for more than ten years.
In fact, it is precisely because of technological innovation and product reliability advantages, in the domestic vacuum cleaner market, domestic brands force Dyson, Philips, Electrolux and other international appliance giants, the market performance is strong. According to Tmall Data Cube, in the past "Double 11", the sales of puppy appliances in the vacuum cleaner field reached 29.67 million yuan, ranking first, Philips and Dyson ranked second and third, with sales of 7.96 million yuan respectively. , 6.31 million yuan, the total of the two is also less than half of the puppy electrical.
Purify PM2.5 or develop new opportunities
Product innovation and development often have a close relationship with the market. In the view of Hong Shibin, executive director of the Marketing Committee of China Household Appliances Business Association, the reason why the current vacuum cleaner industry market is chaotic is mainly because the development of the whole industry is not mature, the industrial concentration is relatively low, and the user market cultivation is still the main problem of the current industry development. .
And as consumers pay more attention to indoor air, the theory of removing PM2.5 is expected to improve the vacuum cleaner industry. Beijing Business Daily reporter recently found that the vacuum cleaner industry is now carrying the concept of indoor air purification PM2.5, Dyson has been promoting vacuum cleaners on many platforms to purify PM2.5. On the Baidu page, it also shows that “Dyson of the United Kingdom is using innovative technology to absorb PM2.5 deposited in the home”.
Talking about the development of vacuum cleaners to remove PM2.5, industry experts said it is not surprising. In Hong Shibin's view, whether it is purifying PM2.5 or cleaning the indoor environment, from the perspective of indoor cleaning, the vacuum cleaner and the air purifier are not contradictory. In addition, both the vacuum cleaner and the air cleaner have much in common in the structure of the product. If the air flows through the motor, a filter-type structure is arranged inside the product. The similarity of this structure shows that it is feasible to remove PM2.5 from the vacuum cleaner. As for how to promote the whole industry, it still needs to be promoted by leading enterprises, government departments and users.