With the economic globalization and industrial structure of the in-depth upgrade, China's household electrical appliance enterprises 'going out' is in the stage of rapid development.Many leading brands hope that through international road exploration, to achieve higher space, larger areas of market competition, The scale of enterprises, consolidate the vitality of the brand foundation.Ipen the refrigerator washing machine industry, the implementation of the 'sea' strategy of increasing the brand, who can long rooted overseas, Yang my big country brand to create strength style?
Into the 2017, in the real estate, cost and consumption upgrades and other factors under the influence of the refrigerator washing machine industry into a slowdown in the adjustment period.Ovil cloud monitoring data show that from January to August this year, washing machine sales of 20.97 million units , Up 0.6% year on year, retail sales of 40.6 billion yuan, an increase of 6%; refrigerator retail sales of 21.77 million units, down 2.8%, retail sales of 59.6 billion yuan, up 4.5%.
Behind the poor market performance, is pouring ice from the original price war to optimize the product structure, through innovative technology to increase the endogenous power to achieve industry breakthrough, otherwise the enterprise will fall into the 'passive beaten' situation. At the same time, some manufacturing enterprises also actively respond to the national policy along the way, strengthen the development of international markets, in-depth international vision, which is another way to upgrade business transformation.
As the first batch of 'going out' of the Chinese enterprises, TCL's international history quite strategic forward-looking, in recent years is the introduction of the refrigerator washing machine business depth of the layout of overseas markets, and through the 'armed forces, brand leader, rooted' strategy Continue to deepen overseas, continue to practice the power of the brand strength. Relying on the Group of resources, TCL refrigerator washing machine to seize the opportunity to play a big country brand mission, to promote the big country brand landing leaders and practitioners.
Adhere to industry, in-depth international
Recently, as China's current longest history, the highest level, the largest and most comprehensive types of goods, a comprehensive international trade event, the Canton Fair in the market expansion and foreign strategic cooperation plays an important role in the Canton Fair over the years important exhibitors brand TCL refrigerator Its pollution-free washing machine and one variable frequency air-cooled refrigerator and other products admission, once again to the world to show the strength of China's home appliance brand technology innovation.
In fact, this is not the TCL refrigerator washing machine this year for the first time in the international arena show their heads, in early September the German IFA show, on behalf of China 'big country brand' image of the TCL refrigerator washing machine will lead the whole product set off, manufacturing strength Yan Jing four. TCL refrigerator washing machine settled in IFA exhibition in 2015, just two years, TCL ice washing business international growth, the profound transfer of TCL refrigerator washing machine stick to industry, positioning in the high-end, based on the Chinese market to the global development of strategic content.
Also in the international market, TCL refrigerator washing machine to better design, Seiko fine as the core requirements of ice washing products to pragmatic innovation for the foothold of the product, unswervingly promote the group 'double + strategy' for the global users Differentiated ice washing product experience and service.As of now, TCL in the world, already has 23 R & D center, a total of more than 7,000 R & D personnel, annual R & D investment sales of more than 4%. TCL Group Chairman, CEO Li Dongsheng firmly believe that the internationalization of TCL is the future development of the new engine, the future of TCL Group, the proportion of overseas income will continue to improve.
At present, TCL refrigerator washing machine is deep into Europe, the future will also vigorously expand Russia, Central and Eastern Europe, as well as the Middle East and Africa business, and gradually the Group's business in the global stage to form a unified layout. TCL brand international exploration to explore the depth, breadth And the overall height, making the overall business of TCL Group has a higher international road vision, ice washing business transformation and upgrading will also enter a higher order.
Based on the user, transformation and upgrading
Home appliance enterprises to broaden the overseas market, product competitiveness is to determine whether the long-term survival of the key.Fearing on user needs and pain points, to strengthen product innovation, optimize the product structure, put in any national market environment are applicable. TCL refrigerator washing machine has been adhering to 'Pragmatic innovation' concept, digging the user pain points, grasp the general trend of home appliances health consumption, continuous research and development and iterative industry new products.
According to China's consumer demand, around the user real life application scenarios, TCL ice wash research found that Chinese consumers on the health of the increasingly high demand for laundry, fresh storage requirements of the refrigerator has gradually increased, consumer upgrades are highlighted, TCL Refrigerator washing machine to consumer demand as the origin, starting from the user health, launched a deep product innovation and upgrading.
First of all, TCL washing machine lasted three years, in March last year, the first to launch TCL pollution-free wheel washing machine, to create a new category of pollution-free washing machine to solve the Washing machine washing clothes on the secondary pollution; Drum washing machine, research and development drum washing machine free technology; this year in March, and innovative launch of the bucket bucket bucket washing machine, to achieve the laundry washing all the free system solution, bid farewell to the second pollution of clothing and clothing between the cross-contamination. , TCL washing machine for the second pollution of laundry and clothing between the cross-contamination problems to achieve a system of solutions, free of charge washing machine also received the first feature certification and 'free characteristics of washing machine' certification.
Moreover, TCL refrigerator through the first one inverter air cooling technology, a change in the traditional air-cooled refrigerator straight cold, poor temperature and other defects, redefine the air-cooled, to provide users with the best food storage program. With ordinary air-cooled refrigerator TCL one inverter air cooling refrigerator has 'refrigeration fast, small temperature difference, super energy, low noise' advantage, more food storage subdivision into area classification, leading the future of the mainstream consumer market direction. IFA show this year, TCL One air-cooled technology also won the 'annual technological innovation achievements' international awards, to show the world the power of China's national brand strength.
As the core business of TCL Appliance Group, TCL refrigerator washing machine has been able to achieve the product of the Jedi subversion, mainly because it has a large number of Chinese and foreign white technical experts and industry elite, set up a first-class ice wash R & D management team.Through the global cooperation Of the technological innovation, product design and other advantages, TCL refrigerator washing machine industry has become the fastest domestic ice washing industry, one of the fastest growing brands.
Obviously, TCL Group to ice business as a pioneer is rapidly expanding the blank market in the global economic environment is weak and the market demand in the context of the fall of the first half of 2017, TCL Group, the global main income to achieve steady growth, 2017 1-6 Month to achieve operating income of 52.295 billion yuan, an increase of 7.98%.
TCL refrigerator washing machine business scale and product technology to enhance the rapid development of the first half of 2017, the domestic white industry, the domestic industry, the domestic market, the domestic market, The overall market poor environment, TCL refrigerator and washing machine product sales were substantially increased.According to the TCL Group announced in July official data show that refrigerators and washing machine products sales year on year increase of 24.7% and 93.2%, the overall sales growth rate Located in the forefront of the industry.
Since 2013, TCL Group, heavily invested and accelerate the strategy to promote the White since the TCL refrigerator washing machine began to go in a higher, stronger historical starting point in recent years is based on the user based on the pain point, overweight product structure upgrade ; TCL refrigerator washing machine, especially in the face of consumer upgrades and the impact of globalization wave, but also highlights the big country brand China to create the confidence and strength of the future, the future of the market, TCL ice wash will also have a broader world.