China’s Air Purifier Industry Revisited: Implications for Competitive Strategy

Air purifiers have been widely used in South Korea, Japan, and countries the West, but their penetration China is still very low, suggesting great growth potential. I researched China’s air purifier industry 2015 when it was experiencing a surge of new entries. In this study, examine development since then firms’ competitive positions. addition, also explore how firms could compete effectively future. collect data from major online platform China. Results show that previous entries were not successful. Massive exits occurred during 2016-2018. However, entered again after hit bottom 2018. argue structural change can be better understood by studying dynamics its submarkets. Firms’ positions changed. Late-movers successfully caught up surpassed long-time leader. The industry-level factors firm-level resources contributed to success. Finally, discuss practical implications.