The Air Quality Is Good~ Air Purifiers Are Not Selling

Air Purifier Market Showing Explosive Growth Every Year Slows Down
Sales of Indoor Use Products Increase

[Asia Economy Reporter Lim Hye-seon] The air purifier market, which had shown explosive growth every year due to fine dust, is now slowing down. This is a result of reduced traffic from social distancing measures due to the novel coronavirus infection (COVID-19) and the suspension of factory operations in China, which has led to a decrease in fine dust concentration.

According to the related industry on the 9th, Lotte Homeshopping analyzed air purifier sales from the beginning of this year until the 27th of last month and found that compared to the same period last year, order volume decreased by 43% and order amount dropped by 56%. Accordingly, Lotte Homeshopping reduced its programming time by 37%. During the same period, GS Homeshopping and Hyundai Homeshopping saw a 30-40% decrease in air purifier handling amounts. Both companies reduced air purifier programming by 50% compared to the previous year. The situation is similar for the consumer electronics company Lotte Hi-Mart. Compared to growth rates of 114% in 2018 and 85% in 2019, this year's sluggish sales were an unexpected result.

Recently, improved air quality has reduced demand for purchasing air purifiers. According to the Ministry of Environment, the average concentration of fine particulate matter (PM-2.5) from December last year to March this year was 24㎍/㎥, which is 27% lower than the same period last year. The average PM-2.5 concentration in Seoul was 29㎍/㎥ in January, 28㎍/㎥ in February, 25㎍/㎥ in March, and 21㎍/㎥ in April, showing a decreasing trend. The daily average PM-2.5 concentration classified as 'low' is 0?35 ㎍/㎥, while 'high' is 36 ㎍/㎥ or above. This contrasts with the severe fine dust and hazy skies around this time last year.

A home shopping industry insider explained, "Due to improved air quality, air purifier sales have decreased compared to last year," adding, "With the expectation of a hot summer this year, we have actively shifted sales focus from air purifiers to air conditioners."

On the other hand, sales of products that can be used indoors have increased. Especially, TV home shopping attracted customer choices through product differentiation and price competitiveness. A representative of CJ ENM O Shopping's living brand 'Odense' said that considering the increased indoor activities due to COVID-19 and the growing interest in interior design, they planned and programmed a new product called 'Odense Home Plant 5 Types.' The 'Odense Home Plant 5 Types' product, launched on the 6th of last month, sold all approximately 200 prepared sets within 28 minutes of broadcasting, achieving a sell-out. The home plants consist of plants and pots such as Yeoincho, Bengal rubber tree, and Nokbosu for home interior decoration.

Sales of kitchenware are also positive. This seems to be influenced by the increased time spent cooking at home. The 'Hurom' juicer showcased by CJ O Shopping has been exceeding sales targets consecutively since last month. The 'Odense' six-piece Sison dining set, launched on the 27th of last month, received orders exceeding 1 billion KRW within one hour. GS Homeshopping also reported a 49.1% increase in food and kitchenware handling amounts this month compared to the same period last year.

With children spending more time at home, sales of child-related products have also increased. The Lego special exhibition broadcast on the 24th of last month sold a total of 2,400 sets, achieving 200% of the target.

Kim Deok-young, head of Lotte Homeshopping Broadcasting Programming Office, said, "COVID-19 has brought changes not only to daily life but also to the environment, causing rapid changes in customer consumption patterns," adding, "We will thoroughly analyze customer purchasing tendencies, weather, and other external factors to develop optimal product sales and programming strategies."

This content was produced with the assistance of AI translation services.