In recent months, friends in the northern part of China, especially those in Beijing, may have noticed an unusual phenomenon: the air quality has been surprisingly good, and clear blue skies have become the norm. Many netizens joked on social media: “The hammer just released a purifier, and the air is so clean, this purification effect is really impressive.†Others added: “Awkward, you can’t even sell it anymore.â€
This trend is also reflected in the data. According to the “China Air Quality Online Monitoring and Analysis Platform,†since the beginning of December, Beijing's air quality has consistently been rated as “excellent†or “good,†with only one day at the start of the month reaching severe pollution levels.
This improvement seems surprising, especially when compared to previous years. Since March this year, Beijing has experienced the lowest PM2.5 concentration for eight months since records began. As of the end of October, the city’s cumulative PM2.5 concentration was 60 μg/m³, a 34.8% decrease from the same period in 2013.
Yet, many people still find it hard to believe. After winter, heating and other factors usually lead to smog season in northern cities, where blue skies are rare and masks are a daily necessity. Even schools and kindergartens sometimes shut down due to poor air quality. But this year, the situation has changed dramatically.
Last year, the air quality in December was so bad that it never reached the “excellent†standard. And it’s not just Beijing—several cities previously known for poor air quality have seen improvements this year.
Of course, this article isn’t about the causes of the improved weather. That’s not our focus. Instead, we’re looking at another group that cares deeply about air quality: air purifier manufacturers.
A natural question arises: If the air is always so clean, will consumers still buy air purifiers? What should these companies do?
The domestic air purifier market is booming, but compared to developed countries, China’s market is still in its early stages. In Europe and the U.S., the penetration rate of air purifiers is over 27%, while in Japan it’s 17%, and in South Korea, it’s as high as 70%. In China, the rate is less than 1%, meaning there’s still a lot of room for growth.
With such potential, many companies rushed into the market. Some even entered with very low barriers, like OEM production with a minimum investment of just 100,000 yuan. By 2015, the number of air purifier brands had jumped from 151 in 2013 to 689.
These early players enjoyed the “spring breeze,†making profits and gaining recognition as “health guards.â€
With the rise of smart homes, air purifiers have become the first step toward a connected living experience. Once you own one, you might want more smart devices, creating a full ecosystem.
But now, the weather is no longer their ally. Blue skies have become common, and smog is a thing of the past. Will people still pay for air purifiers?
Before looking at sales trends, it’s important to see if public attention to smog and purifiers has changed. After all, this is the key driver of demand.
Using Baidu Index, we analyzed search trends for “haze†and “air purifier.†The results showed that the peak time for searches was always around the end of the year. But this year, the interest remained stable at a low level, without the usual post-winter spike.
Weibo trends show a similar pattern. Consumers are realistic—if smog is rampant, they’ll rush to buy purifiers. But once the air improves, they lose interest.
This shift is also reflected in sales. Major e-commerce platforms have started offering discounts, showing the impact of reduced demand. Last year, purifiers were hard to find, but this year, sales have dropped significantly.
An air purifier manufacturer in Wuxi told Huaxia Times: “Our annual peak season saw a 20% increase compared to last year, but since October, orders have fallen by 30% compared to previous years.â€
Experts predicted that China’s air purifier market would reach over 100 billion yuan in 2017 and 300 billion by 2020. However, a Beijing-based manufacturer said this estimate was unrealistic. Sales this year were only 3 million units online, with offline sales slightly lower. Combined, they were far below 10 million units.
China’s air purifier market is still in its infancy, not only in terms of market share but also in consumer understanding. Many still see purifiers as a tool for smog, not as a long-term solution for indoor air quality.
In reality, air pollutants aren’t just PM2.5. Even on clear days, there are still harmful substances in the air. Education and awareness remain critical for the industry.
But for now, the blue skies that people love are a nightmare for purifier manufacturers. Their sales have suffered greatly.
So, where do these companies go from here? Some traditional manufacturers may need to evolve, while internet-based ones like Xiaomi and Huawei might look to expand their ecosystems.
Ultimately, the future of the air purifier industry depends on innovation, education, and adapting to changing consumer needs. Until then, the sky remains clear—and the market waits.
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