'the student surpasses the master' .
After decades of rapid development of China's home appliance industry, the rapid expansion of industrial scale, upgrading of product technology iteration, the entire industry in the global status of the appliance industry and Japan to enhance, in particular, the strength of local appliance brands rapidly increased in recent years, Into the success of the industry dark horse, a lot of blue out in the blue in the decisive trend in the refrigerator washing machine industry, TCL ice wash is an excellent market performance, highlight the industry upstart who holds the special charm.
Into the first half of 2107, the washing machine industry by the refrigerator affected by multiple external factors, into the domestic downturn.Auweitun cloud monitoring data show that from January to August this year, washing machine sales of 20.97 million units, an increase of only 0.6%; the refrigerator Retail volume was 21.77 million units, down 2.8% from a year earlier.
In fact, in the first half of the year, the overall performance of the ice-washing industry was not satisfactory. Even the household appliances markets such as television and kitchen appliances except for air conditioners also suffered a historic winter and large-sized home appliances brands could not escape the impact of the market. In this market environment, TCL refrigerator washing machine product sales unexpectedly substantial increase.According to TCL Group released in July official data show that its sales of refrigerators and washing machines, respectively, year on year increase of 24.7%, 93.2%, the overall sales growth rate At the forefront of the industry.
In addition to the first half of the TCL ice washing industry for the sales surprise, in the past just double 11, TCL ice wash from the sales refresh the three for the industry upstart .3 day, TCL Refrigerator washing machine industry sales as high as 210 million yuan, an increase of 44%; on sale for 2 hours, TCL refrigerator washing machine will be completed last year, double 11 sales throughout the day, superb performance.
Although the rookie is more like an old gunner
Since 2013, TCL Group plans to put into operation in Hefei Industrial Park, so far, TCL refrigerator washing machine from scratch, from low to high gorgeous transformation, just 4 years, TCL refrigerator washing machine has been transformed from a successful pioneer explorer into the industry Leader, and this year to achieve a concentrated outbreak, the perfect interpretation of the 'green out of blue' outstanding.
TCL Group holed 7 billion yuan in 2013 to build Hefei Ice Washing Industrial Park and plans to build it into an ice-washing manufacturing base with an annual output of 8 million units. In October 2014, the TCL Hefei Ice-washing Industrial Park was formally put into operation. Since then, TCL ice Washing will focus on technology research and development, 3 years TCL ice washing has received 333 patents in the channel set up, TCL ice wash to achieve full coverage, including Jingdong, Tmall and other online channels and offline Suning Appliance Chain, at the same time there are core retail stores, agents, stores and other township channels, etc., a total of about 8,000 offline outlets; In addition to R & D and channels to build, TCL refrigerator washing machine in recent years will also focus on product iteration , Its products have always been along the health line to go to provide users with pain points to solve the ice-washed products.
Backed by TCL Group's brand, capital and channel resources, TCL refrigerator washing machine sales all the way soared in 2015. Against the backdrop of the overall poor performance of the ice-washing industry in 2015, TCL refrigerator sales in the first half increased 7.1% YoY and TCL washing machine increased 9.8% ; Similarly, in 2016, the sales volume of TCL washing machines reached 1.72 million units in a whole year, up 11.75% over the same period of last year. The sales volume of TCL refrigerators reached 1.62 million units in a full year, up 22.72%, significantly higher than the industry average of 5.1% and 3.5% TCL refrigerator washing machine sales in 2017 ranked fifth in the country, the annual sales target of 3.5 million units, the past two years, TCL ice wash business quickly advanced.
In particular, TCL's ice-washing business has maintained its steady growth with the macro economy entering a shift period this year, the industry slowing down and the negative growth of some major brands. As a result, it has become a new 'savagery' for leveraging the established pattern of the industry People '.Compared with the development of the industry for decades to concentrate on brand, TCL refrigerator washing machine industry rookie, but through these years of intensive, TCL ice wash already played the role of the old gunner, leading the overall industry to achieve innovation and upgrading.
Three major genes TCL ice blue green blue
It is true that the past low base and TCL Group comprehensive advantages of resources to give the TCL ice wash up space, but in fact it is not decided TCL ice blue green root genes, in fact, the most important thing is to explore the user pain point, pragmatic innovation and homeopathic For these three genes, help TCL refrigerator washing machine into the high increase channel.
First of all, the user's thinking determines the development path of enterprises, from entering the ice-washing industry at the beginning, TCL will insist on the user needs from the point of view of product iteration. Not only concerned about the demand, but also concerned about the user pain points. In the past two years, Jingdong platform healthy washing machine sales increase of about 500%; refrigerator industry frequency, air-cooled product is a hot selling point. Healthy laundry, high-quality fresh-keeping is the pain point consumers buy ice-washing products, from this, TCL refrigerator washing machine new mainly from health Started, has introduced to solve the secondary pollution and cross-contamination-free washing machines and multiple preservation advantages of integrated inverter air-cooled refrigerator, for the majority of users brought health solutions. Closely user pain point pulse, greatly helped the TCL ice wash To achieve rapid sales growth.
Second, adhere to the concept of pragmatic innovation, to differentiate the innovation to complete the product quality and brand image of a comprehensive upgrade.From 2015, TCL refrigerator washing machine on pragmatic and innovative thinking has to market a variety of differentiated innovative products, including the cross to open the door Refrigerators, French four-door refrigerator, star arc and blue arc series Washing Machine and frequency conversion, intelligent running drum washing machines and a series of high-end products, the past two years even introduced a revolutionary pollution-free Washing Machine and pollution-free drum washing machine , As well as this year's new release of pollution-free barrel in the tub washing machine, integrated inverter air-cooled refrigerator, all adhering to the 'pragmatic and innovative' product concept, to provide users with different products and service ice-cleaning experience.
To avoid dirty drums in the tub washer, for example, TCL innovative barrel structure, that is, 'vat pollution-free bucket + pollution-free' pollution-free technology solutions that can achieve a washing machine to solve the family's exclusive washing needs; the other In the field of refrigerators, TCL inverter air-cooled refrigerator through the first one inverter air-cooled technology to achieve the refrigerator air volume, wind speed and temperature of the automatic match, improve the uniform temperature stability of the refrigerator, with 'fast cooling, temperature difference, super energy- Low noise 'advantage, improve the quality of user life.It is the long-term pragmatic and innovative ideas, TCL ice wash in just a few years time for the industry, users with excellent health solutions, it is precisely this Has been highly affirmed by the market.
Finally, take advantage of the situation, the layout of the high-end market, in line with consumer upgrades, the structure of the double-edged The current refrigerator washing machine industry has entered the stage of stock competition, the impact of the price of the market gradually weakened, opportunities for upgrading the industrial structure in the immediate At the same time, consumer economic upgrading, spending power and consumer attitudes have changed dramatically, therefore, including the refrigerator washing machine industry, including the entire appliance industry is facing the dual trend of consumer upgrades and structural upgrades, user-oriented product structure upgrade is The sustainable development of enterprises, but also the transformation and upgrading of the entire industry direction.
TCL refrigerator washing machine industrial park in the ice since the start, they increase investment in research and development in the field of technology, is committed to high-end design and iteration of the ice-washing products. High-end, globalization route to create high-end brands to seek in the field of ice-washing industry The development and breakthroughs, which is TCL refrigerator washing machine is being implemented in the general direction, but also the arrival of TCL mature ice washing industry after the shortcut to high growth.
In recent years, after the rapid growth driven by industrial policies, the growth of the refrigerator washing machine industry has declined slightly, but TCL entered the ice-washing industry and firmly targeted the high-end areas. Based on the needs of users, TCL has continuously introduced innovative products to broaden the market for itself Road is not difficult to foresee the changing trend of replacement, TCL refrigerators washing machines represented by innovative businesses will usher in a higher space for soaring.