Brand structure

At present, there are more than 200 air purifier brands, and foreign brands account for the main market share. The leading brands in the price range of about 2000 yuan include: Asian capital, TCL, Midea, Emmett, Panasonic, sharp, Philips, LG, Swiss wind, Samsung, 3M and Honeywell; The brands with 2000-5000 yuan as the key price range are: Daikin, sharp, Samsung, LG, Swiss wind, Philips, Yuanda, Electrolux, 3M, etc.; the high-end price of 5000-8000 yuan is occupied by Swiss wind, Yuanda, Samsung, Honeywell, 3M, sharp, etc.

Air purifier brands form three camps: domestic brands dominated by yadu, Midea, Gree, Yuanda, etc.; European and American brands represented by Philips, swisswind, whirlpool, etc.; Japanese and Korean brands represented by sharp, Panasonic, Daikin, Samsung, etc. The middle and high-end market is firmly occupied by Japanese and Korean brands and European and American brands.

Price distribution:

According to the analysis of data from joycon, the current sales price of air purifier accounts for 57% of the total price of 2500-3000 yuan, 20% of the total price below 2000 yuan and 33% of the total price above 3000 yuan. The company's desktops are in the core price segment. It can also be concluded from the year-on-year data comparison that the consumer price has a trend of increasing year by year. It is estimated that in 2018, the models with a price of more than 3000 yuan or even more than 5000 yuan will dominate.

Purchase channel:

From the analysis of consumer purchase channels, 60% of consumers choose traditional home appliance stores, nearly 30% of consumers choose e-commerce channels, and 10% come from familiar customers. It is expected that in the future, with the development of the Internet, the proportion of e-commerce purchase channels will continue to increase. With the popularity of wechat communication means such as friend circle, the proportion of frequent customers' introduction and purchase will also increase, and the impact on traditional channels will decline.


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