Air quality sharp turn behind the Beijing air purifier "fall"

In the Beijing market, there's a product that once sparked intense competition. Two winters ago, it was nearly impossible to get your hands on it. But this winter, it's gathering dust in a quiet corner of the mall, with very few people showing any interest. It's an air purifier. Before the smog engulfed the capital, air purifiers were highly sought after, creating a frenzy in the market. Sales grew year after year as people rushed to buy them. However, by the end of 2017 and the beginning of 2018, Beijing’s smog began to clear, and the blue skies returned. With this change, the air purifier market suddenly collapsed. According to reports, offline retail sales of air purifiers dropped by 60% year-on-year. The impact is most evident in physical stores. At Suning Appliance’s Chaowai Street location, the second-floor small appliance section used to have dedicated spaces for each brand. Now, seven or eight brands are crammed into a small display area. According to sales manager Zhou Xia, this year fewer customers are coming in, so they’ve grouped the products together to save space. Winter has always been the peak season for air purifier sales. The frenzy from previous years now seems unimaginable. People used to buy high-end models like they were buying cabbage. Citizen Wang Ke recalls how, in 2015, he had to run between Suning, Gome, and Dazhong to find stock. Now, the big events are gone. Zhou Xia said that even the electric kettle counter next door can sell two or three units a day, while the air purifier might not even sell that many in a month. Overall data tells a more comprehensive story than just one store or brand. A report from Aowei.com (AVC) showed that in December 2017, retail sales in the Beijing-Tianjin-Hebei region fell by over 60% year-on-year. Online sales also suffered the same fate. Li Hongtao, from Jingdong Mall’s Home Appliances Division, noted that 2017 marked the first time Beijing’s air purifier sales declined nationwide, dropping from nearly 50% to around 30%. The sharp decline in sales can be attributed to a dramatic improvement in air quality. The Beijing-Tianjin-Hebei region, once the worst-hit area, saw a major turnaround at the end of last year. For the past two months, the air quality was surprisingly good. For air purifier manufacturers, good weather means fewer sales. Deng Wei, a 40-year-old architect from Beijing, has been documenting the city's air quality through his camera for four years. He started this project after seeing children in smoggy conditions and wanting to install air purification systems in schools. His photos, taken every day, show the changing sky—once gray and hazy, now clearer and bluer. Deng Wei’s “Haze Calendar” from 2016 became widely shared online. Each photo captured the sky, showing the contrast between smoggy days and clearer ones. In recent years, the photos have shifted toward brighter colors, with more blue skies and visible mountains. This transformation has made him rethink the need for air purifiers in schools. The environmental department’s data supports this change. In 2017, Beijing’s average PM2.5 concentration was 58 μg/m³, meeting the goals set by the “Atmosphere Ten” action plan. In 2016, the number was still 73 μg/m³. The success of the plan meant a significant drop in pollution levels, with 226 days of good air quality in 2017—an increase of 28 days compared to 2016. Professor Wang Shuxiao from Tsinghua University attributes the improvement to both favorable weather and strong policy enforcement. Over the past five years, Beijing has implemented aggressive measures, including coal-to-clean energy conversions, shutting down polluting factories, and enforcing strict environmental regulations. Joint efforts across the Beijing-Tianjin-Hebei region have played a key role. Looking ahead, the air purifier industry faces a challenging future. While the penetration rate in China is still low at around 5%, the market is expected to remain stagnant in 2018 due to continued improvements in air quality. Manufacturers will focus on reducing inventory rather than expanding sales. In the early morning, Deng Wei takes another photo of the sky. The view is clear, with the distant mountains visible. He plans to compile his 365 photos from 2017 and rename the collection. Where 2016 was the “Smog Calendar,” 2017 will be the “Blue Sky Calendar.”

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