The Chinese air treatment market experienced slower volume growth of 8% through 2012, predominantly affected by the phasing out of government-supported policies.
The market has long been driven by rising standards of living, growing consumer affluence, and their propensity to indulge in luxury products. Recent growth in the Chinese air treatment market has been largely the result of the transition of ambient fragrance market from the commodity level to luxury level.
Air treatment products no longer impart just a pleasant smell/aroma, but are also touted by manufacturers to posses healing, and curative properties, and benefits.
Key market participants include Beijing Yadu Science & Technology Co. Ltd, Midea, Panasonic and Broad Air Conditioning.
The Chinese air treatment market continued to be strongly dominated by local companies, with the top four players all being domestic and accounting for a combined volume share of 56% in 2012.
GD Midea Holding remained the number one player with a volume share of 21% in 2012, primarily thanks to the company's wide product portfolio as its products covered almost all categories in air treatment appliances.
However, compared with 2011, Midea suffered from a share decline in volume terms, which was largely caused by its poor performance within the air conditioners sector.
With demand stemming mainly from trade-up demand in urban markets along with first time purchases from rural markets, the Chinese air treatment market is expected to recover from the downturn in 2012, with a volume compound annual growth rate (CAGR) of 8% over the coming years, to reach 198 million units by 2017.
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