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Brand Competition and Consumer Preference of the Chinese Air Purifier Market

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Using big data analytics, this research covers all top air purifier brands in China with following analysis dimensions: brand ranking by the number of items available on online stores, ranking by air purifier sales, number of times online users mention about a particular air purifier brand, brand preferences, factors affecting purchase, as well as online shoppers' comments and user analysis. All those dimensions help build a massive social media database which can more accurately reflect consumer needs in China.
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Brand Competition and Consumer Preference of the Chinese Air Purifier Market

  1. 1. Document Code: BDRPT15112302 Publication Date: November 2015 Check out MIC on the Internet! http://mic.iii.org.tw/english BRAND COMPETITION AND CONSUMER PREFERENCE OF THE CHINESE AIR PURIFIER MARKET by MIC Abstract Using big data analytics, this research covers all top air purifier brands in China with following analysis dimensions: brand ranking by the number of items available on online stores, ranking by air purifier sales, number of times online users mention about a particular air purifier brand, brand preferences, factors affecting purchase, as well as online shoppers' comments and user analysis. All those dimensions help build a massive social media database which can more accurately reflect consumer needs in China. Big Data Analytics
  2. 2. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 1 TABLE OF CONTENT 1. Executive summary 4 1.1 Product Sales 4 1.2 Brand Position 4 1.3 Brand Awareness 4 1.4 User Analysis 4 2. Research Objective 5 3. Product Sales 6 4. Brand Position 8 5. Brand Awareness 10 5.1 Mi Air Purifier Reviews 10 5.2 TCL TKJ-F220B Reviews 12 5.3 Changhong CKJ-B160F Reviews 13 5.4 TCL TKJ-F220A Reviews 14 5.5 Lemai KX-35 Reviews 15 6. User Analysis 16 6.1 Xiaomi 16 6.2 TCL 17 6.3 Sharp 18 Conclusion 19 Brand Competition Analysis 19 Consumer Preference Analysis 20 Appendix 21 Glossary of Terms 21 List of Companies 22
  3. 3. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 2 LIST OF FIGURES Figure 1: Data Sources and Collection Methods 5 Figure 2: Brand Ranking by Number of Items Available on Online Stores 6 Figure 3: Sales Volume Ranking by Air Purifier Model 6 Figure 4: Sales Volume Ranking by Chinese Air Purifier Model 7 Figure 5: Sales Volume Ranking by Foreign Air Purifier Model 7 Figure 6: Online Visibility Ranking by Air Purifier Brand 8 Figure 7: Sentiment Ranking by Air Purifier Brand 9 Figure 8: Factors Affecting Purchase of Top 5 Air Purifier Models 10 Figure 9: Factors Affecting Purchase of Best Seller: Mi Air Purifier 11 Figure 10: Factors Affecting Purchase of 2nd Best Seller: TCL TKJ-F220B 12 Figure 11: Factors Affecting Purchase of 3rd Best Seller: Changhong CKJ-B160F13 Figure 12: Factors Affecting Purchase of 4th Best Seller: TCL TKJ-F220A 14 Figure 13: Factors Affecting Purchase of 5th Best Seller: Lemai KX-35 15 Figure 14: Xiaomi Air Purifier User Distribution by Gender & Age 16 Figure 15: Xiaomi Air Purifier User Distribution by Region 16 Figure 16: TCL Air Purifier User Distribution by Gender & Age 17 Figure 17: TCL Air Purifier User Distribution by Region 17 Figure 18: Sharp Air Purifier User Distribution by Gender & Age 18 Figure 19: Sharp Air Purifier User Distribution by Region 18
  4. 4. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 3 LIST OF TABLES Table 1: Brand Competition Analysis 19
  5. 5. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 4 1. EXECUTIVE SUMMARY 1.1 Product Sales Of all air purifiers sold on Tmall and JD during 15 May 2015 to 15 August 2015, the top 5 brands were Yadu, Philips, Sharp, TCL, and Panasonic. On Tmall, the top 5 air purifiers in terms of overall sales were Xiaomi Mi Air Purifier, TCL TKJ-F220B, Changhong CKJ-B160F, TCL TKJ-F220A, and Lemai KX-35. 1.2 Brand Position Chinese brand Xiaomi, which has higher brand awareness and sentiment rating, is regarded as a mainstay brand with high reviews from Chinese Internet users while foreign brand Sharp fell into the category of niche brands with high reviews. 1.3 Brand Awareness For air purifiers, Chinese Internet users were more concerned about noise level, followed by C/P (Cost/Performance) ratio and appearance. For the bestseller Mi Air Purifier, online users cared more about noise level, followed by C/P ratio and odor removal. 1.4 User Analysis The majority of air purifier shoppers in China were men aged between 25 and 29. As for foreign brands, the age bracket of buyers was 25 to 34. Most of them live in Zhejiang, Guangdong, Jiangsu, and Shanghai.
  6. 6. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 5 2. RESEARCH OBJECTIVE Consumer preferences are analyzed using big data analytics in lieu of conventional consumer analytics. The major problem with conventional approaches is that the data sources are rather limited, and consumers' feedbacks are acquired indirectly via market surveys (phone or online surveys). Using big data analytics, we can conduct keyword searches on social media and e-commerce platforms, collecting data on a regular basis and producing valuable information about consumers with the huge volume of data. Figure 1: Data Sources and Collection Methods Note 1: This report summarizes data collected from Sina Weibo, Tmall, and JD; citation data must be used with care. Note 2: Sina Weibo is the most influential social network platform in China, with over 200 million monthly active users in the past few months. Note 3: Tmall and JD are the top two B2C platforms in China, with combined market share of over 80%. Source: MIC, November 2015
  7. 7. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 6 3. PRODUCT SALES Figure 2: Brand Ranking by Number of Items Available on Online Stores 480 479 453 409 347 145 125 48 39 29 24 21 0 100 200 300 400 500 600 Source: Tmall and JD, compiled by MIC, November 2015 Figure 3: Sales Volume Ranking by Air Purifier Model 5,257 5,124 3,915 1,938 1,670 1,450 1,441 1,350 1,183 1,160 - 1,000 2,000 3,000 4,000 5,000 6,000 Source: Tmall, compiled by MIC, November 2015 Units Units
  8. 8. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 7 Figure 4: Sales Volume Ranking by Chinese Air Purifier Model 5,257 5,124 3,915 1,938 1,670 1,450 1,441 1,350 1,183 1,160 - 1,000 2,000 3,000 4,000 5,000 6,000 Source: Tmall, compiled by MIC, November 2015 Figure 5: Sales Volume Ranking by Foreign Air Purifier Model 937 722 674 618 611 605 552 543 503 405 399 0 300 600 900 1200 Source: Tmall, compiled by MIC, November 2015 Units Units
  9. 9. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 8 4. BRAND POSITION Figure 6: Online Visibility Ranking by Air Purifier Brand 338,758 685 535 322 322 164 - 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 Note 1: Online visibility ranking refers to the number of times online users mention a specific air purifier brand on the social media platform Note 2: Xiaomi's online advertising content is also included, accounting for 55% of the posts Source: Sina Weibo, compiled by MIC, November 2015 Unit: Posts
  10. 10. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 9 Figure 7: Sentiment Ranking by Air Purifier Brand 0.0 0.5 1.0 - 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% - 200 400 600 800 Note: This mapping provides cross-analysis between the number of times mentioned online and net sentiment rate of a brand; number of times mentioned online refer to the number of times Internet users mentioned a specific brand; Net Sentiment Rate (NSR) = (Positive Posts – Negative Posts)/ (Positive Posts + Negative Posts) Source: Sina Weibo, compiled by MIC, November 2015 Niche Products with High Reviews Mainstay Products with High Reviews Niche Products with Average Reviews Mainstay Products with Average Reviews Number of Times Mentioned Online NetSentimentRate
  11. 11. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 10 5. BRAND AWARENESS Figure 8: Factors Affecting Purchase of Top 5 Air Purifier Models 0.5 1.0 Xiaomi Mi Air Purifier TCL TKJ- F220B Changhong CKJ-B160F TCL TKJ- F220A Lemai KX- 35 Note: This mapping provides cross-analysis between the number of times mentioned online and net sentiment rate of a brand; number of times mentioned online refer to the number of times Internet users mentioned a specific brand; Net Sentiment Rate (NSR) = (Positive Posts – Negative Posts)/ (Positive Posts + Negative Posts) Source: Tmall and JD, compiled by MIC, November 2015 5.1 Mi Air Purifier Reviews Review 1: For a light sleeper like me, its noise even in the sleep mode is noticeable. What's more, when you turn it off, the filter keeps running at the lowest fan speed, continuing to make a faint noise. You just have to unplug it to get completely silent. Review 2: Overall, it is good, considering the stylish design and easy operation, though I'm not sure how effective it can be. Anyway, the C/P ratio is great. 9,197 Posts Mentioned Online NetSentimentRate Operational Readiness Model Filter Effectiveness C/P Ratio Noise LevelWorkmanship Odor Removal Appearance
  12. 12. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 11 Review 3: Product delivery was fast. However, I could smell the pickle-like odor of formaldehyde from time to time in my home although the sensor showed the air quality was good. Review 4: It has great filtering function. Its noise goes slightly louder when running at high fan speed. All in all, the noise level is acceptable under normal use. Review 5: It looks elegant and superior and has smart Wi-Fi connectivity. The downside is that the air quality sensor is not sensitive enough to detect indoor bad odors. When running at the highest fan speed, the purifier makes loud noises. Review 6: Not sure about its effectiveness since I don't have adequate testing equipment at hand. Still, the product has good workmanship. Figure 9: Factors Affecting Purchase of Best Seller: Mi Air Purifier 7.35% 8.82% 9.02% 12.47% 13.55% 37.02% 0% 10% 20% 30% 40% Workmanship Appearance Filter Effectiveness Odor Removal C/P Ratio Noise Level Xiaomi Mi Air Purifier Source: Tmall, compiled by MIC, November 2015
  13. 13. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 12 5.2 TCL TKJ-F220B Reviews Review 1: I bought it because my home had strong chemical odors after the recent remodeling. I am really satisfied with its performance. Besides a beautiful design, it only makes small noises in operation. The filtering system is fantastic. Review 2: The vase-shaped design has a touch of modern aesthetics. That's really worth praising. Aside from its appearance and workmanship, the filter works well. Review 3: After using it for a while, I could feel that the strong odors with the new furniture had been removed. The air became fresh and clean. Review 4: It has good product quality and is easy to use. It's quiet and effective. TCL is a trustworthy brand. Review 5: It's very useful and nice-looking. The sensor works perfectly. No more worries about unpleasant indoor odors. Figure 10: Factors Affecting Purchase of 2nd Best Seller: TCL TKJ-F220B 8.61% 8.90% 9.90% 12.28% 22.84% 37.49% 0% 10% 20% 30% 40% Sensor Sensibility C/P Ratio Quietness Filter Effectiveness Appearance Noise Level TCL TKJ-F220B Source: Tmall, compiled by MIC, November 2015
  14. 14. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 13 5.3 Changhong CKJ-B160F Reviews Review 1: It has great filtration capabilities, low noise level, and a beautiful design. Review 2: Excellent C/P ratio. Many of my friends have bought this model. To my surprise, it makes a louder noise when running at the highest fan speed. Other aspects are okay. The filtration is effective with numerous control functions. Review 3: Good product. The noise is smaller than I expected. The delicate workmanship is worth the price. Review 4: It has a beautiful design and easy operation. You can hardly hear the noise when it's running. The indoor air quality has improved significantly. Review 5: The stylish design makes it easy to fit into my home. After using it for two days, I'd say the greatest thing about it is being super quiet. Review 6: Nice design and workmanship. It only makes small noises. It's so effective that my home has significantly less odors since I used it. Figure 11: Factors Affecting Purchase of 3rd Best Seller: Changhong CKJ-B160F 9.33% 9.53% 12.02% 16.48% 23.42% 29.22% 0% 10% 20% 30% 40% Workmanship Model Appearance Noise Level C/P Ratio Filter Effectiveness Changhong CKJ-B160F Source: Tmall, compiled by MIC, November 2015
  15. 15. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 14 5.4 TCL TKJ-F220A Reviews Review 1: Great quality and workmanship, with a gorgeous design and effective filtering system. The air in my home has become fresher. It has an affordable price. I plan to buy another set in the future. Review 2: The product was handled with care. Not a single scratch on the package. The compact product is nice-looking and quiet. At beginning, the filter's indicator light was green. It turned into blue before long, meaning the air has been cleaned. It offers a 3-stage filtering system. Review 3: It looks elegant. It can move a lot of air and effectively eliminate odors. Review 4: A good-looking and useful product. The air quality sensor is sensitive. I don't have to worry about indoor odors anymore. Review 5: I like it—the style, workmanship, and everything. TCL is fantastic! The indoor air quality has been greatly improved. Review 6: This model is good, given its small noises and high C/P ratio. I really recommend it. Figure 12: Factors Affecting Purchase of 4th Best Seller: TCL TKJ-F220A 9.66% 10.42% 11.27% 14.89% 18.84% 34.92% 0% 10% 20% 30% 40% C/P Ratio Workmanship Model Appearance Noise Level Filter Effectiveness TCL TKJ-F220A Source: Tmall, compiled by MIC, November 2015
  16. 16. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 15 5.5 Lemai KX-35 Reviews Review 1: It has amazing filtration capabilities without making much noise. The air quality has been improved. By the way, the appearance design is great. Review 2: It is a quiet purifier. The compact size makes it easy to put at home. It's very useful and not expensive. The air in my home really becomes fresher. Review 3: Good-looking design. As I've just done a home remodeling, this product is pretty useful. It's a worthy investment for the health of your family. Review 4: I love it. The C/P ratio is superb. It's such a good product. Review 5: It feels high-end and top of the line. The price is affordable. Overall, it is a great buy. I am so glad I bought it. Review 7: A beautiful product with good filtration capabilities. I'm so satisfied. Figure 13: Factors Affecting Purchase of 5th Best Seller: Lemai KX-35 8.39% 9.83% 10.97% 13.25% 15.94% 41.61% 0% 20% 40% 60% Model Price Workmanship Appearance Noise Level Filter Effectiveness Lemai KX-35 Source: Tmall, compiled by MIC, November 2015
  17. 17. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 16 6. USER ANALYSIS 6.1 Xiaomi Figure 14: Xiaomi Air Purifier User Distribution by Gender & Age 74% 26% Distribution by Gender 10.4% 33.4% 28.5% 11.7% 10.0% 3.6% 0.0% 10.0% 20.0% 30.0% 40.0% 18-24 25-29 30-34 35-39 40-49 50-59 Distribution by Age Source: Tmall, compiled by MIC, November 2015 Figure 15: Xiaomi Air Purifier User Distribution by Region 3.4% 3.8% 5.0% 5.1% 6.0% 6.2% 10.1% 10.8% 10.8% 12.7% 0% 10% 20% Sichuan Hubei Anhui Shandong Fujian Beijing Shanghai Jiangsu Guangdong Zhejiang Distribution by Region Source: Tmall, compiled by MIC, November 2015
  18. 18. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 17 6.2 TCL Figure 16: TCL Air Purifier User Distribution by Gender & Age 56% 44% Distribution by Gender 14.9% 26.5% 14.9% 9.9% 12.1% 10.8% 0.0% 10.0% 20.0% 30.0% 18-24 25-29 30-34 35-39 40-49 50-59 Distribution by Age Source: Tmall, compiled by MIC, November 2015 Figure 17: TCL Air Purifier User Distribution by Region 2.7% 4.1% 5.0% 5.2% 7.5% 7.9% 8.7% 9.3% 9.9% 21.3% 0% 10% 20% 30% Henan Beijing Hebei Hunan Shanghai Shandong Fujian Zhejiang Jiangsu Guangdong Distribution by Region Source: Tmall, compiled by MIC, November 2015
  19. 19. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 18 6.3 Sharp Figure 18: Sharp Air Purifier User Distribution by Gender & Age 59% 41% Distribution by Gender 7.4% 26.0% 24.9% 16.1% 11.2% 4.9% 0.0% 10.0% 20.0% 30.0% 18-24 25-29 30-34 35-39 40-49 50-59 Distribution by Age Source: Tmall, compiled by MIC, November 2015 Figure 19: Sharp Air Purifier User Distribution by Region 2.4% 2.5% 2.9% 3.2% 4.7% 5.6% 10.3% 14.9% 16.9% 21.5% 0% 10% 20% 30% Henan Hebei Hunan Fujian Beijing Shandong Zhejiang Shanghai Jiangsu Guangdong Distribution by Region Source: Tmall, compiled by MIC, November 2015
  20. 20. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 19 CONCLUSION Brand Competition Analysis Based on the number of air purifiers put on online stores Tmall and JD during 15 May 2015 and 15 August 2015, the top-10 brands were: Yadu, Philips, Sharp, TCL, Panasonic, Mitsubishi, Midea, Changhong, Mfresh, and Xuyang. Among them, foreign vendors Philips, Sharp, Panasonic, and Mitsubishi all made their way into the top-5 places. However, in terms of actual sales volume, Chinese brands such as Xiaomi, TCL, Changhong, and Lemai performed better. The data showed that the top-5 models in terms of sales volume were Xiaomi Mi Air Purifier, TCL TKJ-F220B, Changhong CKJ-B160F, TCL TKJ-F220A, and Lemai KX-35. While the Chinese brand Yadu ranked first in terms of the number of air purifiers put on online stores Tmall and JD, the company fell out of the top 10 list when it comes to sales volume. The analysis of brand preference revealed that, to Internet shoppers in China, air purifier brand Xiaomi fell into the category of "mainstay products with high reviews," thanks to its high brand awareness and sentiment rating, while the foreign brand Sharp belonged to the category of "niche products with high reviews." Among foreign brands, Sharp KC-BB30-W managed to seize the sixth place in terms of sales volume. The product received more positive reviews compared to other niche products. Table 1: Brand Competition Analysis Brand Position Brand Actual Sales Performance Candidate Buyers Buyer Analysis Mainstay Products with High Reviews Xiaomi Xiaomi Mi Air Purifier was the overall bestseller. Mostly male consumers aged between 25 and 34 Internet users had extremely positive reviews about C/P ratio, together with the product's appearance, workmanship, and operational readiness of Xiaomi's product.
  21. 21. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 20 Brand Position Brand Actual Sales Performance Candidate Buyers Buyer Analysis Niche Products with High Reviews Sharp Sharp KC-BB30-W ranked 6 th among foreign brands in terms of sales volume. Mostly male consumers aged between 25 and 34 Internet users had high reviews about Sharp's product quality and functionality. In particular, the company's car air purifiers are often mentioned by Chinese online shoppers. Source: MIC, November 2015 Consumer Preference Analysis During 15 May 2015 and 15 August 2015, most air purifier shoppers in China were men aged between 25 and 34. Most of them live in Zhejiang, Guangdong, Jiangsu, and Shanghai. Top-5 best-selling air purifier models in China during the same period were Xiaomi Mi Air Purifier, TCL TKJ-F220B, Changhong CKJ-B160F, TCL TKJ-F220A, and Lemai KX-35. The strong sales of Xiaomi's Mi Air Purifier serves as an evidence of the power of the company's fan economy. When buying an air purifier, Chinese consumers cared more about noise level, C/P ratio, and appearance, followed by workmanship and odor removal ability. In particular, for the best-selling air purifier, i.e. Mi Air Purifier, Chinese online shoppers focused more on noise level, C/P ratio, and appearance. Besides, many shoppers were also concerned about the product's ability to eliminate unpleasant odors or pickle-like smell.
  22. 22. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 21 APPENDIX Glossary of Terms C/P Ratio Cost/Performance Ratio NSR Net Sentiment Rate
  23. 23. Brand Competition and Consumer Preference of the Chinese Air Purifier Market November 2015 © 2015 Market Intelligence & Consulting Institute BDRPT15112302 22 List of Companies Changhong Daikin Gentleman Kylin Lemai Mfresh Midea Mitsubishi Panasonic Philips Povos Sharp TCL Westinghouse Xiaomi Xiaomi Xuyang Yadu
  24. 24. For more information Service Hotline +886 2 6631 1510 Fax +886 2 2732 1351 E-mail Address csmic@iii.org.tw Web Address http://mic.iii.org.tw/english © Copyright 2015 Market Intelligence & Consulting Institute, a division of Institute for Information Industry. All rights reserved. Reproduction of this publication without prior written permission is forbidden. The content herein represents our analysis of information generally available to the public or communicated to us by knowledgeable individuals or companies, but is not guaranteed as to its accuracy or completeness.

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