Recently, China has faced many pollutions and smog problems: the country is now paying increasing attention to air quality. The population also has a higher awareness of air quality in Chinese cities, so the demand for air purifiers is increasing. China air purifiers market presented around $2 billion in 2017 and is expected to grow at a CAGR of about 14% to surpass $4.3 billion by 2023. According to Statista, by 2017, the sales volume of air purifiers was estimated to reach 9.82 million units in China, growing from 1.12 million units in 2011. In China, growing air pollution, rising urbanization along rising affluence lead to continuous upgoing sales volume in air purifiers.
The huge market potential for air purifiers in China
Air purifiers have huge market potential in China because environmental pollution and air quality deterioration problems are more and more important. Indeed, in recent years China’s smog problem has become serious, particularly in cities such as Beijing or Chongqing. The government pays more and more attention to air quality problems, but it is not really successful with managing outdoor air quality.
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Therefore, citizens need to find solutions to improve indoor air quality by themselves. In China the economy is still developing at a rapid pace, citizens have a higher awareness of environmental protection and will have an increasing demand for air purifying products.
However, only 10% of the population has an air purifier. In China, air purifier becomes the fifth most sought-after home appliance after air-conditioners, refrigerators, washing machines, and TVs. But in the future, this market will be more and more important.
Important criteria for Chinese buyers
Functionality and cost are the keys to efficiently sell air purifiers in China. Multi-functional is the first key. Indeed, multi-functional air purifiers which combine the functions of an air-conditioner, controlled mechanical ventilation system, air circulation system, and purification system are selling better.
The second key is the cost. For Chinese customers, the more expensive an air purifier is, the better it would be. Moreover, the market of air purifiers is led by foreign brands with Boneco from Switzerland, Philips from Holland, Panasonic, and Sharp from Japan. Chinese consumers have more trust in a foreign brand because they considered it as a quality guarantee.
The best strategy to enter the Chinese market and reduce your costs is to go digital. It will not only be cost-efficient, but it will also enable you to directly connect with consumers.
How to sell your air purifier in China?
E-commerce platforms reach more viewers
One of the fastest and most efficient strategies to sell your air purifier products is to use e-commerce platforms to sell online. With 590 billion dollars of turnover, the e-commerce market in China has exceeded the American market and still offers a lot of possibilities.
Nowadays, China has the world’s most important cyber-commerce with a market experiencing a 25% growth every year. The development of new technologies and the increased use of smartphones and tablets allowed an explosive growth of e-commerce in China.
One of the best Chinese e-commerce platforms is Tmall which is part of the Alibaba group led by Jack Ma. This is definitely the largest B2C platform in China, it offers a wide selection of affordable products and decent logistics and attracts value-conscious shoppers.
Contrary to its competitor Taobao, the company has made arrangements to ensure that products sold on Tmall are authentic. Known as the “Amazon of China”, JD.com is also one of the main B2C e-commerce platforms and is Tmall’s biggest rival.
To enter Chinese e-commerce platforms there are two vital solutions. Firstly, your company needs to have a very strong branding on the e-commerce platforms and secondly, you need to have clever digital marketing in place with a budget.
Chinese website promotes your brand credibility
A Chinese website is very important to develop strong visibility in China because this is the key to develop your activities in the country. Therefore, having a Chinese website hosted in China is very essential for your business.
Chinese consumers spend more than 40% of their daily life on the Internet and these internet users trust more Chinese websites than English websites. It is also important to adapt your website to Chinese visuals and design standards.
Creation of air quality indicator by IQAir
IQAir has specialized in the research & development and production of air purifiers in Switzerland for more than 50 years and has accumulated a lot of technical and marketing experience. It is very famous in the air purifier industry and in China.
Concerning their marketing strategies, besides what they have done like many other brands: online marketing management, online omnichannel marketing work involving websites, apps, social media, e-commerce, search engines, etc.
They have also created their own air quality app to give Chinese consumers air quality indicators, and a website to teach Chinese people how important good-quality air is.
All those create a good and professional brand image, which is very important in the air purifier market, especially in the Chinese market, where consumers are suspicious and quality-sensitive because of scandals that happened recently.
SEO on Baidu boosts your brand awareness
SEO on Baidu is the key to the visibility of your brand in China. Baidu is the most used search engine in China, ranks 4th among the most visited sites in the world, and currently has more than 800 million web pages.
Baidu now offers a wide range of services, such as web searches, image search, music, forums or a Q&A service. SEO on Baidu requires several steps, which may be different from what needs to be done on Google. The notions of trust and notoriety remain essential for companies wishing to enter the Chinese market and be visible on Baidu.
E-Public Relations are very important for your brand image
Public Relations is one of the key points on which any digital marketing strategy should be based. More than attract Chinese visitors to your website, it is important to raise your brand awareness and to make your brand more visible for Chinese buyers by using online Public Relations.
Not only is it important for your brand recognition, but also can it promote your brand image.
You have to keep in mind that your message needs to be carefully tailored for your target. Indeed, all the content that is released must be in line with the brand’s positioning as well as with its intended customers. Moreover, it is important to choose the right media for your Public Relations. You should avoid offline media because most par of PR activities are now taking place online.
Social media & KOL marketing
China is the world’s largest connected country: more than 90% of Chinese people have an account on at least one Chinese social network.
Wechat is the social media the most used in China and, regardless of the size of your company, it is an essential medium to develop your marketing strategy in the country.
Wechat buyers can access the Wechat store and also have “one-click-payment” by using WeChat Payment. Having a strong presence and visibility on these media platforms will increase your brand’s chances of becoming viral and being shared among consumers.
Weibo is the second largest open social platform. It is very suitable for mass marketing. Advertising on the platform can help your brand to reach numerous Chinese customers.
The platform gathers a lot of KOLs (Key Opinion Leader) to a point that you can find almost every celebrity and influencer that you can name.
KOL marketing is a trendy way to market your brand and it is now the most popular one in China. But how to choose a correct and reliable KOL is not an easy thing, as the traffic or followers of those KOLs can be fake.
If you want to do branding in China, but you don’t know how to do it. Contact us, we can help you with our 7-year experience in Chinese marketing.
We are a digital marketing agency based in Shanghai and specialized in the development and elaboration of the marketing and digital strategies of companies. Our international team of 50 experts makes us an ideal agency to develop your interests in China.
We can help you to:
- Set up an e-commerce account in Tmall, JD.COM.
- Take care of your E-Reputation.
- Create a Chinese website.
- SEO on Baidu.
- Create Wechat store, Wechat HTML5 pages.
- Social media management.
- And many more…
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