Introduction
In the opinion of Han Minjie, general manager of Aldes in China, the ventilation industry is a sunrise industry. For the whole heater industry, the ventilation industry will see highest growth. It is believed that the Chinese ventilation market will double in the following three years.
Many ventilation system manufacturers, including Aldes, which introduced the ventilation concept in China first, released new products at the 3rd Ecotech China held on June 7 to 9. 21st Century Business Herald learnt that many distributors, including overseas buyers, placed orders directly at the exhibition.
As a matter of fact, with the deterioration of air quality and the increasing awareness of consumers on environment in recent years, the ventilation industry has been developing rapidly. Han told the 21st Century Business Herald that ventilation products are favored by consumers thanks to their air circulation and purification functions and the outstanding filtration of PM2.5. The market has been expanding rapidly.
It is learnt that Aldes plans to release 10 new products every year and has introduced five new products this year. The company is rosy about the Chinese market and believes that the market will double in the following three years, indicated Han.
Blue ocean of ventilation
The ventilation system was originated from overseas countries. It was firstly used in European and American countries in the 1970s. Aldes entered the Chinese market in 1997 and brought the ventilation concept in China for the first time. It was the only foreign enterprise in the ventilation and dust collection industry in the market.
Han told the 21st Century Business Herald that although the ventilation concept was introduced 20 years ago, only less than 1 percent of new residential houses were installed with the ventilation system, compared with over 95 percent in developed countries. In addition, there are standard criteria in developed countries. For example, Germany has introduced revised requirements on ventilation and air-conditioning in the middle of the last century. Currently, the residential houses and the ventilation system has been integrated in Germany.
The low popularization of the ventilation system is mainly a result of the insufficient awareness of consumers on interior pollution, the lack of systematic promotion of the whole ventilation system and the absence of industrial standards on the development of the ventilation industry, said Zhang Jianzhang from the China Mechanical Ventilation Industry Alliance in an interview with the 21st Century Business Herald.
Besides, Han said that another reason for the low popularization of the ventilation system is its installment. More consumers prefer air purifiers. But they have many problems and may cause second pollution.
The national standards on air purifiers were introduced on March 1 last year, which raised the competition threshold for the industry and promoted the reshuffle in the industry with plunging brands. It is learnt that the number of air purifier brands has dropped from 687 in 2015 to 567 in 2016 and further plunged to 381 in the first quarter of this year.
After realizing such problems, consumers are increasingly accepting the ventilation and purification concept. Thanks to their air circulation and purification functions and the outstanding filtration of PM2.5, ventilation products are increasingly favored by consumers.
One of the two products introduced by Aldes is a wall-mounted ventilation product for consumers. It provides consumers with more choices.
According to a survey on consumers in Beijing, Shanghai and Guangzhou, over 85 percent of consumers have learnt about the ventilation system. Among such consumers, 19.8 percent of house owners have bought the ventilation system and 54 percent are planning to buy the ventilation system.
The sales of the ventilation system have been hiking rapidly, Zhang told the 21st Century Business Herald. The sales have reached 7.8 billion yuan in 2016 and are expected to hit 12 billion yuan this year. However, Zhang pointed out that due to the lack of industrial criteria, many manufacturers spent more efforts on the hype of the concept instead of the research and development of better products to seek short-term profits. The industry is still under incomplete competition.
Double in three years
“As consumers increasingly accept it, the civil market enjoys huge potential. Many property developers offer to install the ventilation system to “bring health” to consumers. As a result of the higher demands for air improvement, department stores, hospitals, schools and banks wish to improve their air quality.” Han told the 21st Century Business Herald.
In the opinion of Han, the ventilation industry is a sunrise industry. For the whole heater industry, the ventilation industry will see highest growth. It is believed that the Chinese ventilation market will double in the following three years. The growth of Aldes will surpass the industrial average in the following years.
However, it was not smooth for the development of Aldes in China. From 2007 to 2009 when the property market boomed, Aldes was favored by property developers and its sales maintained an increase of 30 percent. However, regulatory policies were introduced on the property market in 2010 and the sales of Aldes were also affected with slower growth.
Han indicated that Aldes is affected by the cycle of the property industry to certain extent. Aldes may see lows after 2019, but it can maintain high growth till 2020 thanks to the higher retails and other public buildings.
“Our sales structure has been adjusted since this year with the property industry contribution plunging from 90 percent to 70 percent. We expect that the property industry will contribute 30 percent and others will contribute 70 percent by 2020.” Han indicated that it is a result of industrial extension instead of Aldes’ transformation.
Translated by Star Zhang
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