Bite of China's market
Data from GfK, a market research and consultancy firm, shows that about 1.7 million air purifiers were sold in China in 2013, a 116 percent year-on-year increase.
"The competition is really fierce here in China. When I started the company 8 years ago, there were only about 10 competitors in the US. Now because air purifiers are popular in China, the market has 200 to 300 brands," said Lee.
"We can't be just one of them", he said, adding that a focus on their customers is what differentiates the Alen brand.
"We are committed to the Chinese customers. We are creating a company that takes good care of clients and designs products to suit their individual needs. We want to serve our customers and help them live better and healthier for their lifetimes," said Lee.
Lee founded Alen Corporation in 2006, and has been the CEO and owner since the start.
"Alen Corporation is unique as it's a niche company and focused on air purifiers. Many brands are in the home appliances market and thus do not know air purifiers as well as Alen. Our primary advantages are: we have an in-depth knowledge of the air purifier industry, we are intensely focused on taking care of our customers and we have a passion for helping our customers breathe, feel and live better and healthier," he said.
Although operating in the US for eight years, the company committed itself to the Chinese market last year and plans to set up its Chinese headquarters in Beijing.
"It took less than three days for me to feel the impact of air pollution in Beijing. Now that I have experienced the effects of air pollution, I can relate with what the Chinese customers are experiencing," said Lee, admitting that he would travel with an air purifier with him during his entire trip to China.
At present China accounts for less than 10 percent of the Alen's total sales. But Lee is dedicated to changing that.
The Alen BreatheSmart F750 VOC will be available for purchase through Alen's homepage, China's e-commerce website JD.com, Amazon.cn and retail agents.
"It's going to be a revolutionary product for us and our customers. Our goal is to be as good as if not better than the leading products," said Lee.
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