Five minutes speech, three bow, three thanks, TCL air-conditioning in 2017 annual production and sales scale breaking million sets of conference site, TCL Home Appliances Group, Li Shubin expressed his heart so excited in the past 8 years, TCL air-conditioning to maintain a continuous rapid growth , At the end of 2017, successfully joined tens of millions of club scale.As the air-conditioning division at the helm Li Shubin really feel a lot, in his opinion, this is an important milestone in the history of TCL air-conditioning development, but also for the future continued steady growth laid Very solid foundation. '
On April 26, 2017, TCL Air Conditioning held a press conference about new products that it had not held in ten years. At that time, TCL air conditioner proposed the target of 10 million units impacting annual production and sales scale. This target was achieved in 8 months.
'Standing on the steps of 10 million units, we will think rationally, what we accumulated in the past, the future, what flag we should lift, where to go, what is our development goal?' At the press conference, TCL Air Conditioning responsible person Chen Shaolin a series of questions is the heart of everyone's question.
All growth comes down to product
'Starting from 2010, we will eventually return to the product' This is the reason why Li Shu-bin sustained growth in the past to sum up. Behind the scale to achieve a breakthrough in the quality of the product quality changes in early 2017, TCL air-conditioning to establish Product differentiation leading strategy, seize the opportunity to upgrade the consumer, the pain point for the user product innovation.
TCL Appliance Group, Li Shu-bin
In 2017, TCL Air Conditioner introduced the industry's most mini-art cabinet cabinet, which is 13% less area occupied than the average art cabinet cabinet and also received the industry's innovation award. On April 26 TCL Air-Conditioning + Strategy Released and launched the most representative impression of the artistic air conditioners in Rome, won the IF Innovation Award of the Year of Intelligent Innovation at the IF Exhibition in Germany in September 2017. At the same time, TCL launched the line of professional sales of the six six air conditioners, frequency conversion Level energy efficiency, to achieve single product air conditioning over 100,000 sets of sales success, it has also won numerous awards in the industry, achieving the annual innovation awards, online energy star etc. In November 2017 TCL new F3 intelligent inverter air conditioner , This one air conditioner in December offline channel to achieve a single product 20,000 sets of sales.
In the era of product upgrading, TCL air-conditioning relies on smart, healthy, environmentally friendly, art-based products to build the scale of adherence to the foundation of the future, the product will continue to be TCL air-conditioning in the development of the most critical part.
Differentiated boutique strategy
According to the National Bureau of Statistics, production of air conditioners increased by 20% YoY in FY17 through FY17, the only single-digit increase in major appliances, and the annual sales volume is expected to exceed 80 million units. On the one hand, Can not do without heavenly beauty, on the other hand can not do without the accumulation of industry, and technological innovation in enterprises.Nine two years since the last five years, especially in the past five years, China's home appliance industry to adjust the industry to achieve growth from growth to growth Change to the growth of a better realization of the transformation and upgrading of the industry.
TCL Air Conditioning Chen Shaolin
In the meantime, the industry continues to hit a record high with challenging challenges in 2018 and notable seasonality in the air-conditioning market; intensified competition among all enterprises under ultra-high targets; and pressure on rising raw material prices. In response, Li Shu-bin said: "There is no bad market, May not be appropriate, or did not impress the user's product. '' TCL Air Conditioning will be the future of product development as a smart fix.
'Leading the air conditioning industry into a new era of intelligence' This is the theme of Chen Shaolin speak, but also the core of the press conference, smart is the core selling point TCL air-conditioning to users, and dig deep in the connotation of TCL air-conditioning products is' differentiated products Strategy. "At the meeting, Chen Shaolin raised the goal of breaking 15 million sets in the next three years while stressing that 'product-driven is a key factor in achieving our goal.'
At the close of the 19-nation congress, a new assertion of the major contradictions in the society of our country is the contradiction between the growing need for a better life and an imbalanced underdevelopment. In such a contradiction, TCL Leading air conditioners into the new era of intelligence as the direction, through innovative user experience, so that consumers have the functional value and pleasure of life, enjoying such products can solve the contradiction between the needs of the people a better life and inadequate imbalances.
The future TCL air conditioning will uphold the principle of the Four Highs: high reliability, high value, cost-effective, high performance, casting quality. High reliability refers to excellent product quality; high value refers to the appearance of artistic; cost-effective will always be Product competition, the best device to kill; high performance mainly embodied in more energy-efficient, more comfortable and healthy, more suitable for consumer habits. And this is not just a slogan, March 2018 China Appliance Fair, TCL air-conditioned around the real Intelligent new products will be unveiled one by one.
New brand image vivid paper
In the Internet era, starting from the new retail, 'new' has become a key word in all fields. In 2018 TCL air-conditioning in a new era of hard products to create the same time, brand marketing is also full of vitality, a new brand image vivid paper.
TCL air-conditioning domestic marketing manager Li Jun
With younger generations such as '90s 'and '00s' rising rapidly in the consumer market, 'brand rejuvenation' is becoming a key brand in the field of brand marketing.New consumer demand for product features is rapidly changing, unilaterally Marketing that emphasizes product and brand advantage has been hard to impress them, and entertainment marketing and fan marketing have become a new trend.Entertainment is not only a marketing carrier but also an effective communication method between brand and audience.
In the course of 36 years of development, TCL constantly turns innovative achievements into the leading products in the world, and multimedia, home appliances and communications sectors have made remarkable achievements in the global market. From the difficult initial growth to the current "big country brand", TCL has witnessed the world Chinese brand strength.On December 21, 2017, TCL won the CCTV big country brand honorary title, under the support of the big country brand, TCL air-conditioning in 2017 also jointly a series of entertainment stars, such as dili hot bus, Yuan Shanshan, yellow chef for a lot of entertainment, but also online and offline have a lot of money .In October 2017 with Ma Tianyu signed to become the TCL brand Chuangshe Guan .25 December 2017 Ma Tianyu first signed 聽聽 聽聽 聽聽 聽聽 聽聽 聽聽 聽聽 聽聽 signature Air conditioning also meet with the fans of the horse Tianyu 2018 TCL air-conditioning will continue to adhere to the precise brand positioning, brand promotion in accordance with the target population, brand and sales combined to achieve sales unity.
March 2018 TCL air conditioning after the release of new products, followed by a series of brand promotion marketing activities, combo boxing style will show us a more active TCL air conditioning brand image. April 28 TCL Iron Festival, kick Hall Festival, July TCL air conditioning restless section, picky section, through these three sections to achieve the interaction of TCL products and consumers in the future TCL air conditioning will be the three sections as TCL air-conditioning IP, to achieve and consumers , User interaction TCL Air Conditioning head of domestic marketing summed up as: 'Through our own efforts to achieve TCL air conditioning brand younger, fashion, international, quality.'
Efficiency gives priority to leading change in sales
The rejuvenation of consumers and users not only promotes product upgrading and brand rejuvenation, but also changes in their consumption patterns are driving manufacturers to innovate in the sales model.
No matter Ali's new retail, or Jingdong's fourth retail revolution, and even unmanned shops are actually exploring the next generation of retail new shape to seize the initiative.New retail scenario revolution is quietly happening and change the public consumption patterns From the electricity supplier -O2O-new retail, every evolution of the retail industry, in essence, is to enhance sales efficiency and technological leap.
Internet business elements in the air-conditioning industry to infiltrate the production and marketing model to provide a perspective of change, which also contributed to the efficiency of operational thinking began to dominate the innovation of production and marketing model.Under this thinking, the terminal has become the source of information in the industrial chain, As a result, TCL Air Conditioner transformed the traditional channel sales company in China in 2017 and succeeded in transforming the 17 sales company partners. In 2017, TCL Air Conditioner Co., Ltd. 100% of the companies completed the task. July 2017 TCL Air Conditioning officially launched the 'TCL Tree of Happiness online store' project, announced the development of new retail. With open mobile mall, community outlets system, ecological supply chain system and User Operation Platform Build a new retail ecosystem of Happy Tree Mall and a new retail channel of Nuggets to establish a complete channel ecological chain. Under a series of production and marketing modes and sales channel innovation, the quality of online and offline sales of TCL air conditioners is of higher quality.
Li Jun released a set of data at the scene: In 2017, the average price of TCL air-conditioner products went up by 13%. The online sales achieved the fourth in Jingdong sales, the fifth in Lynx sales and the fifth in Suning Tesco at the same time TCL established a certain ToC capacity, TCL sold its own sales to consumers exceeded 500 million in size in 2017 TCL air conditioning to help agents, retailers Internet transformation, to achieve the goal of the development of the new retail channel 5000, while TCL Air conditioning joint agents, retailers to establish TCL intelligent product experience center, the goal in 2018 is 1000.
Li Jun said: 'This series of production and marketing reform are all based on the adjustment of efficiency-oriented.' He also stressed: 'TCL create a new era of products, create a brand new image, through the reconstruction of the new pattern of channels, and ultimately To provide users with high-quality user experience. '
In 2017, the scale of China's air conditioning industry has reached a new peak. However, the competition in the industry is even more brutal. The annual production and sales volume of 10 million sets is a very important step for TCL air-conditioning. However, when the tens of millions of sets are invested in the vast Air-conditioning market, but it seems insignificant.Therefore, Li Shu-bin repeatedly stressed: 'Annual production and sales of tens of millions of sets is our first small target, but also a new starting point, but in the industry, may not be anything, but I think the scale of 10 million units in the industry have been 'entry' of the qualifications, or at any time have the danger of being eliminated.For the future, TCL air conditioning or will concentrate on doing a good job, the rest to the market, to the user. '
