The author has been engaged in market research and promotion of energy-saving and environmental protection products for a long time, and found that the problems existing in air purifiers are the same as those of other environmental protection products, such as more energy-saving LED energy-saving lamps containing no heavy metals; Greener and safer building materials, home textiles and homes; Safer organic food, etc.
The problem with it is that it is not a great success. The situation described in relevant reports and media propaganda is very good. In fact, it is still in the introduction period of the market. Consumers' consumption concept has not been significantly improved. They think they can buy energy-saving and environmentally-friendly products without touching the changes in consumer behavior. Coupled with the high pricing of some products, resulting in high investment in energy conservation and environmental protection, many consumers are discouraged, it is hard to say.
Take the air purifier as an example, there are three ceilings that need to be broken:
At present, consumers in big cities don't know much about air purifiers. Faced with the general price of more than 2,000 yuan, consumers feel worthless and unnecessary. Unlike refrigerators, which can store food in cold storage, and air conditioners, which can adjust the temperature and improve the comfort of life, the purification work done by air purifiers is intangible, lacking perceptual and intuitive understanding, and at the same time, little is known about the harm of air pollution, especially indoor air pollution. In the case of higher prices,
As a result, the contradiction between high technology and low market awareness, some data so that consumers can not understand, or feel that it has little to do with their own lives. Willing to buy some activated carbon or flowers to solve the problem of air purification, some consumers only choose to buy it under certain circumstances such as decorating their houses, and think that it is not necessary to use air purifier equipment for a long time.
If we want to break through the ceiling of this air purifier, we must try our best to put it in the list of home appliances that consumers must live in, but we must buy it and become a basic consumption, such as a pure water machine or a pure water store, and become a necessary purification equipment for every family's normalization.
Are consumers clean air? What they really need is safety and health. Do business users need clean air? What they nee is work efficiency and performance indicators,
Do government agencies need clean air? What they need is the image and achievements of the public. Grasping these fundamental needs and tapping the greater added value of products is an important way for air purifiers to break through the praise.
At present, in addition to foreign traditional household appliances enterprises, Philips, Panasonic, Sharp and other enterprises have launched air purifiers, and domestic well-known enterprises such as Haier, Midea, Yuanda and Du Ya have also launched related products. Amway, a direct selling giant, has also launched Yixin air purifier, and hundreds of enterprises have entered this market.
The author believes that in the face of opportunities and challenges in the air purifier market, we can change and optimize it from the following aspects:
First, from technology orientation to technology+brand orientation.
Many air purifier manufacturers often attach great importance to the development of technology. Among them, purifier enterprises think that their products are excellent, and even think that they don't need systematic promotion and education to avoid concept speculation and wait for consumers to buy their own products. This not only missed huge business opportunities, but also failed to make the market accept their products quickly, so that more people finally lived in the air of ignorance and chaos. It not only wastes the hard-developed technology, but also fails to realize marketization and branding, and also makes consumers not use the air purification equipment they need, resulting in great waste of social resources.
Therefore, taking the lead in shaping the brand of air purifier is the key way to open the market. We can see why high-tech computer chip companies like Intel attach great importance to brand building, and even computers produced by other companies should be branded with Intel's trademark in advertisements and packaging. Become a reference standard for consumers to think that choosing Intel CPU is to choose high performance. Air purifiers also need to establish clear and vivid images and associations in the minds of consumers.
Second, to make a big cake, we must follow the trend and create momentum.
Some powerful air purifier companies are hesitant. Is it necessary to make a big advertisement? If they advertise, will they make wedding dresses for other brands? In fact, the current air purifier is still a small market with a scale of only 30 billion. Only by making the cake bigger can our own enterprises develop bigger, have the first-Mover advantage and be more easily accepted by the market and consumers.
Similarly, we found that since the melamine food safety problem of Sanlu milk powder, the market sales of soymilk machine has been rising, and Jiuyang soymilk machine, which has struggled in the field of soymilk machine for many years, has also achieved rapid development, with sales of nearly 10 million units, and its performance is much higher than in previous years, and even a capacity gap has appeared. Facing the influence of external environment, it has made great progress.
Similarly, air purifiers are also faced with such market opportunities and cannot wait for changes in the external environment before acting.
We should not only take the initiative to borrow momentum, but also take the initiative to build momentum. Recently, it was reported in the news that the air pollution level in Shanghai reached the highest level in five years. Why are many air purifier companies indifferent to this? Moreover, among the top ten residents in Shanghai, the cause of death is cancer, and the first cancer is lung cancer. Why do many purifier companies turn a blind eye? If we take this opportunity to launch an air purification storm in China's largest city, it will undoubtedly be an effective promotion to establish our own industry position and even the national market position.
We look at Mengniu Dairy, which was born in Yili at that time. Under such unfavorable circumstances, we dare to play the slogan of jointly building China Milk Capital with Yili, which not only eliminates competition, but also establishes our own position in the industry. In such a potential big market as air purification, we can join hands with our peers to make the cake bigger, do a good job in potential marketing and shape our own industry influence. Just like the struggle between Wahaha pure water and Nongfu Spring natural water, both sides benefited. It will turn consumers' behavior of drinking only boiled water into a three-point world.
Third, market segmentation, positioning products according to the target market demand.
We found that at present, air purifier enterprises often carry out product research and development according to their uses, such as home improvement purification, office purification, maternal purification, and purification equipment in commercial places.
The product line is complete, but it lacks the main market and core products, and the product homogeneity is also very serious. Faced with this pattern, enterprises focus on subdividing a certain market, making it stronger and bigger, further extending horizontally and being more targeted. Take newborns as an example. Every year, there are180,000 babies, and all kinds of pregnant and baby products are selling well. The air purification equipment developed for the baby room or delivery room, combined with the perfumer or designed with a cartoon detachable appearance, has the function of preventing fetus and prenatal education, and can be promoted not only as a family, but also in many pregnant and baby stores, even like the delivery room of maternal and child health hospital. The awareness and acceptance of products will be significantly improved. This can make the air purifier become a necessity from a non-necessity, especially in a city with serious environmental pollution and consumption capacity like Datong, Shanxi, which is in urgent need of development.
Four. Cause consumption, cause a sensation and promote sales. For air purifiers, what consumers want is not a bunch of scientific research data, but a healthy and safe lifestyle. In this regard, air purifier enterprises look for the issues that consumers are most concerned about, make vivid introductions, and let people know the urgency and necessity of using air purifiers by telling stories and demonstrating. For example, the harm of kitchen fumes to the skin is undoubtedly very important for every woman who loves beauty. The range hood absorbs the oil smoke, but a lot of oil smoke still diffuses. In such a harsh environment, the care that may have just been done in the beauty salon will also be discounted. Spreading soft articles around this point and cooperating with beauty salons in depth may open up a brand-new beauty purification market!
Around the hot spots and demands of the market, our air purifier enterprises and distributors can open up many sub-markets and increase sales.
Fifth, concentrate market resources and deepen the target market.
For small and medium-sized air purifier enterprises, is it better to cast nets around to attract investment or focus on a certain regional market for in-depth development? The author believes that it is necessary to set up national distribution, but it is necessary to establish its own core market and model market. Air purifiers and other products are more suitable for those areas with serious pollution, strong purchasing power and fast updating of consumption concepts, such as developed coastal cities, cities with separate plans and municipalities directly under the central government. Focusing on local environmental problems, combining with local media and environmental protection public welfare organizations, and developing these markets in depth will not only greatly help the profit level and sales volume of enterprises, but also make it easier to form a successful model and replicate it on a large scale throughout the country.
In Wuxi, Jiangsu Province, the recent blue-green algae incident in Taihu Lake has greatly increased the local demand for purified water, and at the same time, the local consumption capacity and consumption concept are rare in the country. Focusing on this regional market, carrying out targeted environmental protection promotion activities and public relations activities can enable wealthy Wuxi people to quickly popularize air purification products and let some people breathe pure air first, which is of exemplary significance.