Under the Dome: A Personal Battle Against Smog
Former CCTV female reporter Chai Jing’s documentary "Under the Dome," in which she personally tackled the smog issue, sparked widespread attention. The 100-minute video received over 100 million views, awakening public awareness about air pollution and its health risks.
As a direct beneficiary of this movement, the public became more conscious of air quality, leading to a surge in demand for air purifiers. These devices gradually became a common household appliance, ranking alongside TVs, air conditioners, refrigerators, and washing machines as the fifth essential home appliance.
[Image: Air Purifier Market Growth]
From its initial rise to widespread adoption, the air purifier market has continued to grow. Traditional home appliance giants like Gree and Midea have been joined by internet brands such as Xiaomi and NetEase, entering the small appliance sector with innovative approaches.
Recently, the air purifier market has seen even more competition. On November 6, 352 Environmental Technology announced a funding round exceeding 200 million yuan, the largest in the industry so far. The next day, Luo Yonghao, known for his stand-up comedy, launched the first Hammer air purifier at a product launch event.
Luo Yonghao, a well-known comedian, fulfilled his promise to enter the tech space with the Hammer air purifier. His presentation not only entertained but also educated consumers on key performance metrics like CADR and CCM.
What is CADR?
CADR stands for Clean Air Delivery Rate, a measure of how much clean air an air purifier can produce per hour. It includes both particulate matter and formaldehyde removal rates. For example, a CADR of 500 m³/h means that the purifier can clean 500 cubic meters of air in one hour.
Higher CADR values indicate better purification efficiency, but they often come with higher noise levels and power consumption. While a CADR of 800+ sounds impressive, it's important to note that real-world performance may vary depending on usage settings. Many users operate their purifiers at lower speeds, resulting in reduced CADR and noise levels.
In addition to CADR, the Cumulative Cleanliness Measurement (CCM) is another crucial factor when choosing an air purifier. This measures the filter’s lifespan and overall effectiveness over time.
Cross-Border Expansion
Before Luo Yonghao, companies like Xiaomi and Cheetah Mobile had already entered the air purifier market. Internet-based brands such as NetEase, Jumei Youpin, and others have also shown interest in this growing sector.
This cross-industry trend isn't limited to air purifiers. From televisions to white goods and kitchen appliances, internet companies have increasingly made their mark in the home appliance industry.
In 2013, LeTV pioneered the smart TV segment, challenging traditional manufacturers and reshaping the market. Since then, many internet companies have entered the home appliance space, leveraging content, platforms, and fan engagement to create new business models.
The smart home revolution is accelerating, with companies like TCL, Skyworth, and Midea collaborating with internet giants like iQiyi and Alibaba. This integration of hardware, software, and data is transforming the industry and driving innovation.
Is This a Trend or a Passing Fad?
With the influence of the internet, the home appliance industry is shifting from pure hardware competition to a more integrated model involving software, content, and services. This transformation presents both challenges and opportunities for traditional manufacturers.
Internet companies are pushing for cost-effective solutions, lowering the barriers to entry and increasing competition. However, this can sometimes lead to price wars, where quality and after-sales service are overlooked.
Despite these challenges, the integration of internet thinking into traditional manufacturing holds great potential. It encourages innovation, drives technological advancement, and promotes a more efficient use of resources.
In conclusion, while the home appliance industry is still in the early stages of transformation, the collaboration between traditional manufacturers and internet companies is shaping a new era of smart, connected, and user-centric products. Only through continuous innovation and a commitment to quality can the industry break free from the cycle of low price and low quality.
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