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Chinese residents have sprung into action ever since Beijing has been declared on high alert due to excessive pollution and smog. The people in China do nor fear spending money just to make their homes a safer place to live in. A Chinese resident. Liu Nanfeng, has installed five air purifiers, two air quality monitors and a state of the art water purification system in his home in Beijing. Even though he has switched to organic produce and gone out of his way to make his home a safe bubble, he still fears for his daughter's health who is only 2-years-old. "I feel safe at home, but when we go out to the mall, the indoor and outdoor air are the same," the 34-year-old screenwriter said. "It feels hopeless." China's uncontrolled pollution as well as compromised product safety is making the consumers build clean air bubbles, safe drinking water and other products to purify their homes and their cars. The city government in Beijing has issued pollution "red alerts" twice this month, the first time the alarm was triggered, it was for the most severe smog warning. Even though there are no numbers on the official data, the market analysts predict that Liu's preferences reflect a growing concern among large urban populations about their well-being, reported Reuters.

Following the pollution red alert, the domestic companies as well as foreign companies are taking notice of the "bubble families". This demographic describes the emergence of a new class that shops heavily from e-commerce websites and invests in latest technologies. As a result, the growing public concern has offered a unique opportunity to the companies to cater to this segment who is looking for safer home environments and does not shy from spending huge sums to make that happen, as reported by Yahoo News