Chinese Bubble Families Seek Safety Bubbles of Air and Water Purifiers

Summary: The new demographic of Chinese bubble families seeks safety bubbles of air and water purifiers as remedies for Beijing's recurrent smogginess.

Air masks are integral to outdoor activities on Beijing's smoggy days; one Beijing resident dons an air mask for a smoggy walk in Beijing's Temple of Heaven park: Daniel Case, CC BY SA 3.0, via Wikimedia Commons

The new demographic of Chinese bubble families is emerging from smog-soaked Beijing’s savvy population as residents create safety bubbles for daily life from purifiers and safety products eagerly supplied by Chinese and foreign retailers.

Beijing’s recurrent smogginess is causing deep concerns among residents as hazardous pollution levels trigger two red alerts, the highest in the four-level warning system, within less than two weeks of each other this month. The first Beijing red alert, issued for the first time since system installation in October 2013, takes effect on Tuesday, Dec. 8. Then, eleven days later, on Saturday, Dec. 19, the Beijing Municipal Environment Protection Bureau issues the second-ever Beijing red alert.

As affluent urban consumers, Chinese bubble families often turn to overseas markets for air and water purifiers, bottled water and food. They may further bolster their clean-living awareness, amidst Beijing’s persistent smog, with imported clothing, skincare products, toys and safety products.

Elisabeth de Gramont, Shanghai-based vice president of consumer research group Jigsaw Communispace, notes the impetus for ecommerce purchases of high-end imported products: “Parenthood is a huge catalyst for consumption and upgrading of certain products.”

The growing market catering to pollution-conscious Chinese bubble families emphasizes air quality products for daily comings and goings. Outdoor wardrobes feature air masks and portable air purifiers. Xiaomi, one of the world’s most successful smartphone makers, is expanding into a line of air and water quality products. A new air purifier model, released by the Chinese electronics giant on Nov. 24, was sold out by mid-December.

Laser Egg, a handheld air quality monitor designed by Beijing start-up Origins Technology, readily was scooped up during this month’s red alerts. The high-demand item is now on a wait list.

Chinese consumers are becoming increasingly familiar with wait lists for anti-pollution products. During the first-ever Beijing red alert, one shop owner at online shopping website Taobao noted the willingness of pollution-weary consumers to wait out the immediate drama for product availability: “I have sold out of all my stock, but customers can place orders and we will deliver within two weeks.”

The new demographic consists primarily of environmentally-conscious, cash-rich upper middle class families in Beijing and in China’s other big cities. Min Yoo, China Country Manager for online and mobile research firm YouGov, also identifies older, empty nesters as bubble builders. He explains: “It also includes the 50-, 60-year-old local Chinese living in a city who has never been outside China, whose adult children would buy these products.”

Imported bottled air is a precious commodity for Chinese bubble families. For example, Edmonton-based Vitality Air, founded in 2014, now includes China in the startup’s markets. A first shipment of 500 aluminum bottles of Rocky Mountain compressed air this autumn sold out in four days. Another shipment of 4,000 bottles is already mostly sold.

Harrison Wang, Vitality Air’s China representative, describes the demand for the company’s pricey air: “In China fresh air is a luxury, something so precious.”

Jiang Zhen's son, Doudou, measures air quality around an air purifier with a portable device during an interview with Reuters in the family's apartment Dec. 20, 2015, second day after second ever "red alert" issued for Beijing (Reuters/Kim Kyung-Hoon): Reuters TV @ReutersTV via Twitter Dec. 22, 2015

Acknowledgment

My special thanks to talented artists and photographers/concerned organizations who make their fine images available on the internet.

Image credits:

Beijing air mask: Daniel Case, CC BY SA 3.0, via Wikimedia Commons @ https://commons.wikimedia.org/wiki/File:Women_walking_at_Temple_of_Heaven_Park,_Beijing.jpg

Jiang Zhen's son, Doudou, measures air quality around an air purifier with a portable device during an interview with Reuters in the family's apartment Dec. 20, 2015, second day after second ever "red alert" issued for Beijing (Reuters/Kim Kyung-Hoon): Reuters TV @ReutersTV via Twitter Dec. 22, 2015, @ https://twitter.com/ReutersTV/status/679358159006384128

For further information:

Echavez, Charissa. "Canadian Company Sells Fresh Air Bottles To China." Science Times. Dec. 22, 2015.
Available @ http://www.sciencetimes.com/articles/7984/20151222/canadian-company-sells-fresh-air-bottles-china.htm

Harney, Alexandra. "Fearing pollution, Chinese families build 'bubbles' at home." Reuters > Technology. Dec. 21, 2015.
Available @ http://www.reuters.com/article/us-china-pollution-bubble-idUSKBN0U42I620151221

Marriner, Derdriu. "First-Ever Beijing Red Alert Slows China's Capital on Tuesday, Dec. 8." Earth and Space News. Wednesday, Dec. 9, 2015.
Available @ https://earth-and-space-news.blogspot.com/2015/12/first-ever-beijing-red-alert-slows.html

Marriner, Derdriu. "Hazardous Air Pollution Levels Trigger Orange Alert for Beijing." Earth and Space News. Wednesday Dec. 2, 2015.
Available @ https://earth-and-space-news.blogspot.com/2015/12/hazardous-air-pollution-levels-trigger.html

Marriner, Derdriu. "Second-Ever Beijing Red Alert Dec. 19 Less Than Two Weeks After First." Earth and Space News. Friday, Dec. 18, 2015.
Available @ https://earth-and-space-news.blogspot.com/2015/12/second-ever-beijing-red-alert-on.html

Reuters TV @ReutersTV. "The steep cost of clean living in China." Twitter. Dec. 22, 2015.
Available @ https://twitter.com/ReutersTV/status/679358159006384128