Into the late autumn, the temperature plunged in the north, the haze comeback, but worse than the weather is the color TV people's mood.Recently, color TV companies have released third-quarter earnings report embarrassing figures show that the entire industry is still Shrouded in the shadow of an unprecedented panel prices 'cold' swept over, leaving the color TV industry's worst third quarter report card.
However, TCL Group released its 2017 third quarterly report showing an increase in the average selling price of TCL smart TVs, despite the overall sluggishness of the industry. TCL, a veteran TV company in southern China far away from smog harassment, has handed over a 'fresh' 19.3% of the total sales volume of smart TVs reached 10.2 million sets, an increase of 27.8% over the same period of last year. The sales of high-end products such as quantum dots, curved surfaces, 4K and large screens continued to increase. What are the secrets hidden behind the three quarterly figures?
Recently, China Home Appliances Network reporter visited the TV production base located in Huizhou, TCL headquarters Huaxing photoelectric and TCL's O2O cool technology to find out, staff told reporters sort out the TCL TV from R & D, production, sales to service the entire process.
Key words: efficiency + cost + average price
TCL Huizhou production base reporter visited the LCD TV factory production workshop, the workshop clean and tidy, relatively high degree of automation, one of the auxiliary off-line robot in particular attention.According to the staff, the entire plant every day will have a fixed Clean up time, but also on the indoor temperature and humidity control has stringent requirements, staff must have a separate anti-static equipment, in strict accordance with the normative process of production and assembly of the product. The production workshop was established in August 2009, The workshop mainly produces 19-85 inch LCD TVs sold at home or abroad, with 3D, network, smart TV-based, with a monthly capacity of 1 million units.It is understood that the FA workshop has 13 non-powered lean Line, without power Lean line is a new type of production mode, with low-cost, high efficiency and other advantages.
TCL Huizhou LCD TV factory production workshop
All along, the production workshop is a more intensive work place, but with the application of industrial robots and intelligent equipment, the automatization capability of the production line is constantly strengthened, thus saving a lot of manpower and resources on the manufacturing process. 'Smart Factory Does not mean that automation, automation and informatization coupled with annual production and marketing of the overall refinement of operations, and ultimately possible to achieve a real smart factory ', TCL Multimedia Manufacturing Center, Huizhou TV factory, deputy director of Cheng Ming told reporters forget the pen, The adjustment of the minimum wage also brought other costs to rise. As a result, social welfare benefits have increased. According to our projections, the cost of production staff will probably rise by 13% next year. Therefore, we must reduce the impact of the rise in labor costs through automation and intelligence. At the same time the proportion of online will gradually increase.He disclosed that at present TCL is planning more advanced intelligent factory, covers an area of one thousand acres, will Huaxing Power and 整机 and logistics will be together to achieve the resources Vertical integration.
From the second half of 2016, affected by such factors as the sharp rise of raw materials such as the upper panel and the overdraft of consumption, the difficulty of operation of color TV enterprises continued to increase. Although the longest panel ramp-up in price has occurred, the resulting increase The impact does not seem to get rid of.From Skyworth, Konka, TCL, Changhong, Hisense's third quarter earnings point of view, most companies have mentioned the 'profit decline' and 'panel prices' two key words, with a complete industrial chain competition Advantages of the five traditional enterprises so, the operating pressure of the Internet TV camp can be imagined.
According to the data of AVC omni-channel push, the retail volume of color TV market in the third quarter of 2017 was 10.41 million units, down 12.9% from the same period of previous year; the sales area was 6.89 million square meters, down 7.3% from the same period of last year; the domestic TV market Is the worst in the history of the third quarter.
Due to the strong correlation between the profit and loss of the color TV manufacturers and the panel price fluctuation, TCL advantages of upstream and downstream integration capabilities gradually appear in such a background. TCL's main business is research and development, production and sales of semiconductor display panels, In the case of the color TV industry as a whole cold case for its strong support for the color TV business.TCL third quarter earnings report, Huaxing photoelectric semiconductor display industry during the reporting period higher than the same period last year, production capacity to enhance and continue to maintain full production.
Sales, logistics, service integration closed-loop ecology
At the same time, TCL O2O company Kuyou Science and Technology, which was established by the TCL E-commerce team, provided TCL with the corresponding 'soft' strength in user operation, e-commerce sales, customer service and logistics service, etc. At Kuyou Technology Conference Indoor, an entire wall covered with TV, while the screen content is from Jingdong, Lynx and other major real-time sales data back to the sales platform. Double 11 is approaching, TCL operations center is fully prepared for the team to develop This year double 11 breakthrough sales target of 1.3 billion.Kuyou technology Ding Fucheng Mall Director told reporters that within the TCL will be called 'picky festival', although the theme will be slightly different each year, but the meaning is to encourage users to 'Find fault', through this process to improve service quality.According to him, double 11 this year will increase about 200 temporary customer service team to ensure timely and effective communication with consumers.
Cool Friends Technology show real-time return e-commerce data
It is understood that cool technology mainly include Friends of the very home (service network), speed must reach (logistics network), e-commerce (virtual network), experience store four business segments, to undertake TCL e-commerce sales and online and offline integration business Transformation tasks, including e-commerce hosting and operations, precision marketing and promotion, online channel development and visual optimization, as well as traditional retail e-commerce online and offline integration transformation. At present, the main products sold by cool friends include TCL TV, air conditioners, refrigerators, Washing machines, small appliances, mobile digital, Lehua TV and so on.
Cool friend in the TCL's location is sales and logistics, logistics, mainly by the company's subsidiary will speed up Dili Jie, speed must have been TCL's logistics department, and then with the South Korea CJ Group in the field of logistics cooperation, the current speed BWI has been reorganized into a joint venture, each holding 50% of the shares and the current speed must be increased to 31 provinces.
TCL Huizhou warehouse
A responsible person introduced: 'Speed must have more than 300 transit and inventory of the pre-site, the county level with more than 3000 last mile of home delivery site, through the logistics nodes and inventory of the front, not only will spread the order, to avoid The warehouse has big orders appearing, at the same time shorten the distance with the users, and thus solve the sharp increase of the single point inventories brought by the mass of orders in the logistics and distribution process.
This reporter learned that, in terms of logistics, logistics companies from major home appliance companies to a separate logistics company, whether it is TCL's speed must reach, Haier Shun or the United States Andhra, they have a similar evolution in the process, Appliance companies are usually through their own logistics scale to build logistics capabilities, and then to the market to obtain third-party non-own system orders.
In addition, TCL offline service application platform 'very home' in the home appliance cleaning industry's market share and reputation also reached the leading level.Weijia Wei President introduced very home name has two meanings, the first is 'very' Satisfaction, the second is the speed of 'ten minutes', after-sales satisfaction rankings, the user complained that the response is not timely, and now very home can do 10 minutes response, this is the industry leader.
With the continued penetration of consumer upgrades, consumers are increasingly concerned about the maintenance of household appliances, cleaning and maintenance, appliance service is also seen as another sunrise industry, maintenance and other projects not only can bring some profit margins, but also by Engineers on-site maintenance, enterprises can reach users in the first time, in-depth understanding of the user experience in the use of 'pain points', and to solve user problems, to recommend other products to consumers precision marketing, in order to form A whole closed-loop ecology that is sold to experience and then service.