With the deepening of consumer upgrades, the overall appliance industry has come to upgrade the product stalls, the original brand manufacturers are conveying products to consumers thinking mode no longer adapt to the development of the times, insight into the needs of users of home appliances reverse innovation more market competition In particular, the refrigerator washing machine industry, which has passed its period of popularity, intends to open up deep space and seize the painful point layout, which is a shortcut for enterprises to enter the oligarchic camp. Who can navigate is a traditional ice-washing factory with a solid foundation , Or triumph of the industry upstart?
Ice wash industry in transition
Nowadays, both the refrigerator industry in our country and the washing machine industry have come to a turning point in the new history. Refrigerator and washing machine products are being upgraded. The redefined ice-washing market has become more competitive. The overall refrigerator washing machine industry has entered a full-scale transition.
Respectively, the washing machine industry after 20 years of rapid maturity, has just entered the era of quality consumer upgrades, is currently in the new category of exploration into the period in the double cylinder, pulsator and roller development, the washing machine market Drum and pulsator, frequency and fixed frequency and other leading competition began to come to an end, the new segment of the market competition for the latter have provided an opportunity.
In particular, under the change of the consumption structure, the market penetration rate of functional washing machines such as health-free pollution-free and frequency-converted smart appliances has rapidly risen, and in particular, the new category of washing-free washing has become the new engine of growth in the washing machine market. With the expansion of price-free product range and the increase of market participation brands, waste-free washing machines with high quality, high color value and high efficiency and cleanliness are expected to provide brands with the opportunity to overtake corners and then rewrite Industry competition pattern.
Another in the refrigerator industry, the adjustment of production capacity is the main theme of development.Compared with the washing machine industry, the rapid growth of the refrigerator industry is past, the stage of self-esteem adjustment comes.And in the process, the refrigerator market, the stronger Hengqiong increasingly fickle Obviously, Wei Yi Jun, general manager of the White Electric Division believes that in 2017 China's refrigerator industry will be the iconic year, the number of brands has been reduced by 50-70, the industry more and more oligopolies, the final round of reshuffle has been In the meantime, China Yi Kang also predicted that in the future the refrigerator replacement energy will be slowly released, 2018-2022 will usher in the second peak of the development of the industry, 2018 will be the historical turning point in the entire refrigerator industry.
Consumer escalation and industrial upgrading Bianzuo Qishan, refrigerator washing machine industry has opened a full range of transformation.Optimal oligarchs competitive edge in the differential innovation iteration, and gradually tasted the further expansion of fresh fruit market, on the contrary the strength of weak brands overwhelmed Dying .The future of the refrigerator washing machine market, is the world of several oligarchs dazzle, imagine who can hold the Oligarch tickets?
After the first fathers
In the past two years, the refrigerator washing machine industry is just above the renewal outlet, which is in the impression of traditional brands and stereotypes. The emerging enterprises are more comfortable in the demand of docking and replacement. In the industry, the business of refrigerators and washing machines under the TCL Group has been rapidly growing. First arrived after the washing machine, march to the industry's first camp.
Since April 2013, TCL Group spent 7 billion yuan to build a high-end ice-washing industrial base in Hefei, Anhui Province. After focusing on the development of smart, efficient, energy-saving and health-friendly refrigerators and washing machines, TCL Group Business will rapidly rise through the creation of base in Hefei, TCL ice washing industry began to shift toward the strategic direction of high-end transformation and upgrading, just four years will rapidly enhance the competitiveness of the industry as a whole, and truly achieve from scratch, from low to high Jedi transformation.
In 2015, the sales volume of TCL refrigerators increased 7.1% YoY in 1H16 and TCL washing machines increased 9.8% YoY in 2016 against the background of the overall poor performance of White goods industry. In 2016, the sales volume of refrigerators and washing machines both increased by 7.1% Less than 150 billion, and the overall size in the first half fell in the single digits, but the TCL refrigerator washing machine is growing in the first half.Other industry online data also shows that in 2016, January-July TCL refrigerator total Shipments of 918,000 units, ranking No. 5, washing machines for the 72.5 million units, ranked sixth, which for a brand new performance is a rare.
According to TCL Group's official data released in July, the sales volume of refrigerators and washing machines increased by 24.7% and 93.2% respectively over the same period last year; double-11 all-day sales of refrigerators and washing machines increased by 24.7% , TCL refrigerator washing machine industry sales is as high as 210 million yuan, an increase of 44%. TCL ice washing layer by layer, rapid expansion, just a few years from the industry upstart developed into a market leader, TCL refrigerator washing machine What diameter, quickly find a strong oligopoly game tickets?
Into the Oligarch army
Overview of today's ice-washing market, there are Haier, the United States and other professional ice-washing Gangster, there Skyworth, Changhong and other new forces across the border, TCL ice wash and why among the high-rise channel? In fact, TCL ice-based user pain points from Product innovation, differentiated marketing, and omni-channel layout to find a breakthrough.
First, the insight into the health pain points of users to achieve product, technology subversive innovation. Since its inception, TCL refrigerator washing machine will be consistent with 'pragmatic and innovative' product concept, to grasp the needs of users to upgrade health, continue to build the spirit of artisans and reinforce product innovation , Which is the fundamental distance between competitors.
In the year of 2016, TCL washing machine has given the solution of the pulsator and drum soaking-free laundry. In March this year, the TCL washing machine gives a more healthy and exclusive laundry method. At this point, the TCL washing machine has already double-solved the secondary pollution and the inter-item Cross-contamination problems. Innovative 'vat pollution-free' special bucket drum pollution-free 'design, TCL-free bucket drum washing machine for each family member to create an exclusive health care space; TCL refrigerator also outdone, With 17 core technologies and 205 patents, the first integrated frequency conversion technology, a change of the traditional refrigerator direct cooling slow, large temperature difference and other defects, to provide users with the best ingredients storage program. IFA show this year, TCL refrigerator inverter air-cooled innovation Technology also won the 'annual results of technological innovation' award, highlighting its technological innovation strength.
Second, to create a sports + entertainment double marketing campaign to promote the program, breaking the traditional appliance manufacturers a single marketing idea, looking for a differentiated marketing model. 'Wine is also afraid of alley deep', with high quality products and innovative technology but not effectively promote , TCL can not understand the ears of consumers do not die, TCL ice wash deep understanding of this Road. In view of the advantages of young brands, TCL ice-hit flagship sports + entertainment marketing model, to convey more users to promote the health of TCL ice wash Quality life philosophy, for example, to help happily Twist annual drama masterpiece Shakespeare do not be angry; sponsored lifestyles talk show "Yellow Chef's spring summer autumn and winter"; CCTV documentary "big country brand line" broadcast; renewal of Chinese men Baskets, etc., are TCL sports, entertainment promotion to explore.
Finally, online and offline, domestic and international, all-channel defense layout TCL ice-washing has been focused on the construction of the channel, especially in third- and fourth-tier cities and township markets and other offline channels.Currently TCL white channel coverage, including Jingdong, Lynx and other online channels, offline home appliances chain Suning, the core retail stores, stores and other township channels and other comprehensive layout.
TCL Group has been expanding overseas since 2003. TCL Group has entered a large-scale overseas market since 2003, with 48% of its revenue coming from overseas in 2014. Relying on the competitiveness of its overseas brands and its sales network, TCL Ice Wash outstanding performance in the Middle East, Europe and other regions, and with Germany IFA Appliances Exhibition, TCL ice wash shine in the international arena.
Through the full range of product marketing and channel layout, TCL ice-washing in the younger, high-end and Internet market, to find a great strategic orientation, and to meet the current consumer demand, thus promoting industrial upgrading, speed up the refrigerator washing machine Industry toward high-end quality direction.Next, the refrigerator washing machine market is the strong stage, TCL ice wash sent to the resident will certainly leveraging the industry structure .This day, it is not too far away.