The downturn in the ice-washed market to kill a dark horse.
July official data show that TCL refrigerator and washing machine sales rose 24.7%, respectively, 93.2% .This set of data to refresh the industry's upstart for the three views of the industry, from 2013 TCL Group plans to spend 7 billion yuan to establish TCL appliances (Hefei) Industrial Park so far, but only 4 years.
What is the secret behind the gratifying performance?
Xi Lei, general manager of TCL White Goods Division R & D Center Xi Lei said: 'Our strategy is to adhere to the good products, to provide users with reliable and needed products.
What exactly do users need? In the words of Steve Jobs, most consumers do not know what they need until they come up with their products. In other words, good products will not only bring better results to consumers Experience, and even bring a whole new way of life.This is a higher challenge for the enterprise.
In the face of this challenge, TCL Ice Wash chooses to focus on 'old problems' that are easily overlooked 'small places.'
Take the washing machine as an example, many manufacturers and brands have made various attempts to solve the problem posed by the structure of the washing machine behind the washing machine. After cleaning, the inner cylinder , But the strong alkali disinfection often damage the inner cylinder wall; designed for washing machine cylinder dry function self-cleaning, but can not completely remove mold; with other minerals to the inner cylinder hole blocked, but the connection between the pulsator and the inner cylinder still have Crevices or dirt; or with the ball in the barrel between the barrel and friction, clean up the dirt, but subject to the probability of the problem can not be guaranteed results, a temporary solution.
In this context, TCL has made a major breakthrough, to abandon the traditional thinking, in the system design program to make an issue in 2016 to create a new type of pollution-free washing machines, has introduced a pollution-free Washing Machine and pollution-free drum Washing machine, to solve the two major categories of washing machine pulsator, washing clothes washing secondary pollution problems in 2017 to continue research and development of pollution-free technology, developed a TCL-free drum washing machines in the bucket, bid farewell laundry clothes in the secondary pollution Cross-contamination with clothing problems.
Lu Jianguo, deputy chief engineer of China Household Electrical Appliances Research Institute that: 'TCL pollution-free washing machine washing machine is the history of the actual needs of users closest to an innovation.' This is also as TCL Group Vice President Appliance Group CEO Li Shu-bin summary of innovative spirit, Innovation must be built on the actual needs of consumers, meaning innovation for innovation is meaningless. '
In the refrigerator market, consumers are concerned about the high-quality fresh-keeping experience brought by air-cooled refrigerators in recent years. By the end of September 2017, the air-cooled refrigerator penetration rate has reached 89.1%, especially for the refrigeration upgrade in the industry. The first refrigerator inverter frequency air-cooled technology, storage for the ingredients to create an exclusive storage space, unique 'fast cooling, temperature difference, super energy saving, low noise' and other advantages; In addition the series also unique refrigerator partition storage design, wet and dry separation zone Storage, depth to meet the pain of home partition storage point.
Micro-focus, often the birth of groundbreaking products in the market today, a serious homogenization of products and technological innovation return to the origin of the product to solve user pain points must be the correct direction of innovation, but also in the decisive market breakthrough weapon. Only in this way, it is possible not to be discarded by the user.