From the past to expand the number of large and expand the scale of the characteristics of the epitaxial growth, to proceed to enhance the product structure, quality of service operations focused on the connotation of the stage, the Chinese refrigerator washing machine industry in the consumer upgrade trend, has entered a transitional transition. Short-hand market, why the ice wash brand seize the opportunity to achieve market, brand two-way across, and with the world's top opponent positive PK?
In fact, after decades of market turnover, the refrigerator washing machine brand has long been different with the pattern.With the continuous deepening of the Internet and consumer escalation trend becomes increasingly evident, the traditional brand advantage is difficult to guarantee, the new brand many opportunities.In October this year, had Known as the refrigerator industry, "Four Golden Flower," one of the new flying refrigerator, forced to stop production due to financial pressure, the depth of the industry for the refrigerator washing machine brand development thinking.In recent years, the overall ice-washing industry in the low growth or even negative growth In the predicament, oligopolistic brand competition trend is obvious, the market shuffle speed.
Take the refrigerator market as an example. According to public figures, the number of refrigerators dropped by 50-70 in 2017, and by the end of October 2017, the top three brands accounted for 54.4% of the total, up 6.1% from the same period of last year. The top five brand names Reaching 73.3%, an increase of 8% over the same period of previous year; the share of the top ten brands reached 90%, up by 3.7% over the same period of the previous year. The concentration of head brands has been accelerating and the speed of elimination of small and medium-sized brands is accelerating.
It must be emphasized that the improvement of China's economy directly drives the rapid rise of the brand of China's refrigerator washing machine and the gradual acceleration of the process of foreign brands' exit from China. The Korean brands represented by Samsung and LG have achieved rapid growth after entering the Chinese market , Alone in the refrigerator market, the two most brilliant when the market share of more than 10%; other Siemens, Electrolux and other European brands once also widely sought after by our consumers, but at present, Haier, the United States, TCL is On behalf of the ice wash domestic brands began to replace foreign brands in the field of China and the world contest in the same field, interpretation of the Chinese brand belongs to the era of big names.
Among them, compared to Haier, Midea and other brands with many years of professional exploration will encounter the difficulties of brand transformation dilemma, the late developer TCL into the refrigerator washing machine industry, seize the opportunity of escalation of consumption and global integration starting from scratch, and in the big country brand Gene endorsed quickly under the top brand strength than the industry's top peers even more emboldened.
Endorsement of major brands
After 36 years of development history and 18 years of global expansion, TCL now has a global perspective and pattern and can represent China's highest level in the field of home appliances with global brands on the same stage, which is the TCL refrigerator washing machine in a short period of time Add the key to the industry Tim brand strength.
It should be noted that for many years, TCL Group has set up production bases, research and development centers and sales companies extensively in various countries of the world.Up to now, TCL operates in more than 160 countries and regions and has sales offices in more than 80 countries and overseas sales revenue Accounting for nearly 50%; and TCL has set up 26 R & D institutions, more than 10 brand joint laboratories and 22 production bases, more than 7000 research and development personnel, and promote brand globalization and localization, while still in AI, big data and other innovative science and technology layout in advance, in order to take the initiative to master the technological innovation first mover advantage.
Faced with changing overseas situation, TCL is constantly adjusting its development strategy. From the initial overseas acquisition, TCL will re-establish its brand strategy of "Three Armed Forces Cooperation, Brand Leading, and Key Market Countries" by 2015, and TCL's international pioneering influence At present, TCL has built factories in Vietnam, Poland, Mexico, Egypt and Brazil to radiate to Southeast Asia, Europe, Central and North America, the Middle East and Africa, and Latin America.
In addition, in the process of actively expanding overseas market, TCL has also continuously consolidated its international position and brand value through a series of international marketing strategies. Not long ago, following the first "Road" of TCL brand documentary film, the second " "Also appeared CCTV-1" big country brand ", the success attracted the attention of consumers at home and abroad, and with the depth of global creative projection advertising, highlights the strength of the TCL brand; at the same time, the title of the United States cultural landmark Hollywood China Theater, in-depth cooperation with the nation's most famous talk show ELLEN SHOW, as well as naming or sponsoring basketball, soccer, rugby, cycling and many other sports events, TCL constantly innovative brand marketing mode to convey their ideas on the world stage refresh Chinese big brand style.
It is with the shining of the global battlefield and innovative marketing overseas over the years, TCL brand was awarded the 'big country brand' award at the recent annual summit of big country brands, which is undoubtedly the significance of TCL ice wash business expansion Significant.In the group of international exploration advantages and the country's Belt and Road opportunities, TCL refrigerator washing machine just caught up with the Chinese brand a hundred years of history the best opportunity for the expansion of TCL ice wash the laying of a sunny Avenue. At present , TCL ice washing outstanding performance in the Middle East, Europe and other regions, and with Germany IFA Appliances Exhibition, in-depth expansion of TCL ice-washing brand strength.
Absolute innovation leads
In addition to endorsement of the big country brands, this year TCL exclusive title CCTV documentary "big country brand", TCL Corporation Chairman and CEO Li Dongsheng also mentioned: 'Endeavor for innovation is TCL immutable genes.' Innovation in TCL refrigerator washing machine performance is particularly prominent.
Washing machine, in March 2016, TCL washing machine lasted three years to overturn numerous programs to overturn the traditional internal structure of washing machines, creating a new category of pollution-free washing machines, washing industry thoroughly overcome the problem of years of washing the laundry, the first solution to the washing machine on the clothing Secondary pollution; the same year in August, TCL again launched a pollution-free drum washing machine, drum washing machine to solve the secondary pollution of clothing; March 2017, TCL also introduced a new type of pollution-free barrels in the bucket washing machine to solve the clothing and clothing room Cross-contamination.
By then, TCL pollution-free washing machine to solve the secondary pollution of clothing and clothes and clothing cross-contamination, pollution-free technology also won the 2016 IFA 'Clean Technology Gold' and other four international patents and China National Technical Certification, TCL washing machine from This is the industry's founder of a total waste-free system solution, the developer of pollution-free standards, and a continuing innovator in the field of washing machine decontamination technology, leading the industry in new ways of healthy washing.
In addition to the field of washing machines and refrigerators, TCL pioneered the integrated inverter air-cooling technology with 17 core technologies and 205 patents, enabling refrigerators to enjoy the advantages of "fast cooling, low temperature difference, super energy saving and low noise" , Temperature difference and other defects, to provide users with the best ingredients storage program.In this year's IFA show in Germany, TCL refrigerator integrated inverter air-cooled innovative technology also won the 'annual results of technological innovation' award, highlighted in the international arena of its brand technology innovation strength.
Obviously, TCL ice-washing is internationally renowned as a strong brand name for Chinese products through its innovative iteration of washing machines, refrigerators and other innovative endorsements.
At present, the big-name brands are both an urgent need for China to move towards the global economic arena. They are also the inherent requirements of adapting itself to the changes in the economic development stage and finding new impetus for development. They have also promoted the manufacturing of China to create a shift to China, the change of China's speed to China, and the change of Chinese products to Chinese brands Is the responsibility and responsibility of Chinese brands to realize the big brands. However, the brand password behind the TCL ice-cleaning has become a reference sample of the national brand development strategy and leads the in-depth development of Chinese brands in their growth stages.
More importantly, under the gene endorsement of big country brands and the continuous innovation, TCL ice wash shoulder to shoulder top industry peers to be more emboldened, the real belongs to TCL ice-washing brand era has come.