From a hard-to-find machine, dealers to raise prices, to the CADR value of virtual standards, purification efficiency bottom, star air purifier Blueair (Blueair) also fell to the altar. According to the test data of the China Consumers Association, one of the two products of Bruyar involves the virtual standard of CADR value, and the purification efficiency of the particles of the two products is lower in the score. Experts in the industry believe that the bursting of Bruyar's mythology corresponds to the maturity of the market, the rise of domestic manufacturers, the decline of competitive advantages of foreign brands, and the integration adjustment of Unilever.
Parameter virtual standard
The China Consumers Association has carried out tests on 24 brands of 24 air purifiers sold in the market. The test results show that Bruyal has problems such as the virtual standard of CADR and low purification efficiency.
The test report shows that Bruyal 403 (KJ400FA05) and 270ESlim (KJ250FA03) are involved in the test. Among the particulate matter purification (CADR) tests, the Bruyal 403 has a nominal value of 400 and the measured value is only 362.8. . CADR is also known as the clean air output ratio. The higher the CADR value, the higher the purification efficiency of the purifier. Factory trademarks have high CADR values, which often attract users' attention and purchase.
In addition to the imaginary CADR value, Blueair has far lower purification efficiency of particulate matter than its peers. The China Consumers Association distinguishes the purification efficiency of the particles of 24 air purifiers with 1-5 stars. The higher the star, the higher the purification efficiency. The price of the 5,650 yuan Bruyar 403 only gets 3 stars. The Blueair 270ESlim, which sells for 3,900 yuan, is two stars and is the lowest star rating. In contrast, the Yadu KJG2170B (CADR value 201) with a CADR value similar to the Bruyell 270ESlim has a purification efficiency of up to 5 stars.
For the test results, Beijing Business Daily reporter called the Bruyal company, the company's customer service staff only stressed that the measured value of the CADR of the Blueair 270ESlim is higher than the nominal value, and did not respond to the lower measured value of the CADR of the Bruyal 403. The reason for the nominal value, and said that the relevant technical personnel will be arranged to answer the callback, but did not receive a call back from the technician before the release.
Company change
Known as Sweden's Bruyar entered the Chinese market as early as 2006, but its real reputation is in 2013. At the end of 2013, CCTV reported on the air purifier that it showed excellent cleaning effect. At about the same time, the US Embassy in China had purchased thousands of Blueair purifiers, making Blueair become A star product in the air purifier market.
After the market was in the market, Bruyal exposed the dealer price increase in early 2014. At that time, some consumers complained to the newspaper that the Blumar Air Purifier, after being reported by CCTV, carried out a price increase of about 400 yuan in the case of foggy weather and more buyers. At that time, Li Kailu, general manager of Blueair China, responded by dealers or partners.
The market situation that once hard to find a machine has become history. The Beijing Business Daily reporter has registered in Jingdong and found that there are many spot sales in Bruyar. According to the sales ranking, only the top three sales are higher, and the user evaluations are as high as 1.9. 10,000+, 12,000+ and 6400+, other product evaluations are concentrated in hundreds or dozens. In fact, the structure of the Blueair company has also changed. In August this year, Unilever announced the acquisition of Brewer, and the two parties have reached an acquisition agreement.
Industry observer Hong Shibin bluntly said that this merger is not necessarily a good thing for Bruyal. "Unilever's main business is in the fields of food, refreshments, household products and personal care products. It is rarely involved in the field of home appliances. Unilever's original channels and after-sales service resources cannot provide great help to Bruyal. M&A between enterprises often corresponds to the adjustment of team employees.†Beijing Business Daily reporter recently learned that the relevant person in charge of the former Bluyar Marketing Department has left.
Domestic rise
When talking about the quality issues recently revealed by international brands such as Bruyal, Sharp, and Philips, domestic practitioners think it is not surprising. Qi Hongyu, the founder of Beyond Air Purifier, pointed out that “the quality problems and parameter virtual standards of international brands are normal. They are also enterprises and they will also make mistakes made by domestic brandsâ€.
Yan Hongyu further pointed out that during 2012 and 2013, international brands such as Bruyal and Sharp have accumulated many years in the European and American markets. The products are much better than domestic brands, both in terms of functions and model richness. However, after several years of development, domestic brands have caught up, including technology, functions, cost performance, and even more than some international brands.
A comparative test conducted by CCTV's main drafter of the national standard for air purifiers, Qiu Zhaoyun, also showed that the four domestic brands are better than the four European and American products in purifying smog and formaldehyde. The technicians pointed out that the reason why Chinese brand products are highly efficient in purification and secret is in the amount of air. Chinese manufacturers often design the turbine diameter in the middle of the air inlet and the wind wheel to be relatively large, and the air outlet is also designed to be smoother. The area of ​​foreign product outlets is usually not as large as Chinese products.
Qiu Zhaoyun also pointed out that domestic brands are worse than foreign brands in terms of popularity, but through testing, the purification ability of domestic brands is not worse than that of foreign brands, and even better than them. In fact, the domestic air purifier brand has risen rapidly. According to data from Ovi Cloud, in October, the domestic retail brand of the TOP10 brand in the air purifier industry accounted for 27.6%, and in November, the proportion rose to 35.2%.
Zhang Xiao, director of the Health Appliances Analysis and Testing Center of China Household Electrical Appliances Research Institute, reminds consumers that buying air purifiers should not blindly pursue brands. They must pay attention to performance parameters. Many brands with very high sales volume have a very good purification effect.
Beijing Business Daily reporter Chen Wei / Wen Dai Xiaojie / watchmaking
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