Compared with the previous years, the overall performance of the home appliance market in 2017 was not good, but the refrigerator washing machine industry continued its steady growth despite the high pressure. From January to October 2017, the domestic washing machine market grew more than 7%, reaching a record high in recent years ; China's domestic refrigerators in January-October 2017 cumulative production reached as high as 82,246,000 units, a total increase of 13.7%.
Since 2014, the sales growth of the refrigerator washing machine industry has shown a moderate upward trend, and entering 2018, the market will open up a new competitive format and competitors in the race track will lead the way. Has been prepared in advance, 'should be in cooperation' continue writing 2018 market legend.
Where should be: By upgrading the trendy curve overtaking
At present, the ice-washing market in China is relatively mature, and the popularization of major household electrical appliances such as refrigerators and washing machines is basically completed, which is inseparable from the state's policy of running home appliances to the countryside in 2007. Taking the national policy as a guide and attracting consumers through price subsidies, After 10 years of precipitation, the number of rural refrigerators, washing machines and other products in every 100 households has been fully close to the urban areas.
In the meantime, with the end of the first batch of home appliances to the countryside, the industry expects the demand for upgrading and replacement of major household appliances such as refrigerators and washing machines will be released in 2018. In addition, with the promotion of consumption upgrade, Subsidy and price competition mode, into the technological innovation and product innovation upgrade phase.In 2018 the refrigerator market demand, replacement will exceed 70%, the industry average price will also increase 2.0%; while the washing machine market rate Will continue the "slow-bovine" growth trend .This background, SMEs are still seeking to survive mainly, the mainstream enterprises are more focused on optimizing the product structure, strengthen key markets, to enlarge their advantages of high-end differentiated products.
As one of the rapidly growing brands, TCL ice-washing has transformed itself from an emerging power into an industry leader through its drastic layout in recent years. In particular, TCL found an incremental channel through high-end differentiated product layout. In March 2016, TCL Washing machine lasted three years, subverting the internal structure of the traditional washing machines, creating a new category of pollution-free washing machines, the first to solve the washing machine on the secondary pollution of clothing, followed by August TCL pollution-free drum washing machines come out, March 2017, TCL Innovative release of waste-drums in the bucket washer, to solve the cross-contamination of clothing and clothing.Thus, TCL washing machines have been fully resorted to secondary pollution, cross-contamination solution to the double problems.
TCL pollution-free technology has also won the China National Technical certification and four international patents, in September 2017, the China Household Electrical Appliances Research Institute in conjunction with the Beijing Light Alliance Certification Center, TCL also awarded the first feature certificate and 'pollution-free features Washing machine 'certification, TCL was highly affirmed the contribution of pollution-free innovation in the field of innovation.
In addition, TCL refrigerator in the same high-end health also made some achievements, with 17 core technologies and 205 patents, TCL inverter air-cooled refrigerator first integrated inverter air-cooled technology to achieve a fast cooling, temperature, energy saving, low noise four Big advantage, change the traditional refrigerator straight slow cooling, temperature difference and other defects, the main consumer awareness changes provide the best ingredients storage solutions.
In 2015-2016, the washing machine for refrigerators has been developed rapidly in terms of intelligence. In 2017, the refrigerator washing machine industry has turned to a 'healthy' style and demanded the return to the nature of its products. With the smart homogenization and breakthrough-free situation, the high-end health ice-making became the major ice- The main competition point, TCL has long been the health of the first to undoubtedly seize the market opportunities.Then in the current wave of upgrading and upgrading of the stalls, TCL ice wash with differentiated high-end product layout and consumption of pain points of the ice wash program with other brands in the same field Competitive, not only highlights its R & D and innovation capabilities, will also continue to maintain the advantage in the new competition to upgrade points to achieve overtaking corners.
Coincident: Engine 'Belt and Road' flag to open up new territory
The internationalization of China's brand is the only way to go by. The national policy proposes to promote the strategy of 'going out' and the 'One Belt and One Road,' and open up a new pattern of overall competition. 'The Belt and Road Initiative' is a policy for Chinese enterprises to go abroad and open overseas Territorial expansion provides absolute support TCL ice washing not only in the domestic market, but also actively planning outside the country, by the strength of the Group to complete the global layout.
As an iconic brand of China to the world, TCL has taken a market strategy of reorganization of the "three armed forces linkage, brand leadership and rooted in key market countries" from overseas acquisitions to make the influence of international pioneers deepening in 2015. At present, TCL It has 26 R & D institutions, more than 10 joint laboratories, 22 manufacturing and processing bases, and a total of more than 7,000 R & D personnel, with an annual R & D investment of more than 4% of sales revenue in Vietnam, Poland, Mexico, Egypt and Brazil. To build factories, respectively, radiation in Southeast Asia, Europe, North and Central America, the Middle East and Africa and Latin America. Focus on R & D and industrial chain layout, to win its global competition opportunities.
Take the North American market as an example, TCL is scheduled to arrive at the CES 2018 in Las Vegas, USA As one of the largest consumer electronics shows in the world, CES brings together global consumer spending Electronic advanced trend, and in this international arena, TCL on behalf of the Chinese brand, to show the world the growth rate of Chinese brands as early as 2004, TCL began to layout the North American market, from the initial acquisition of Thomson to operate autonomy in 2010 Brand TCL, and then by the beginning of 2015 to develop a 'double +' transformation and globalization of the two-wheel drive development strategy, TCL in North America to achieve from 0 to 1.
In addition, TCL global creative projection ads boarded the United States New York and other cities in six countries; named Hollywood Chinese Theater, and "X-Men", "Mission Impossible 5", "Justice League" and other Hollywood blockbuster continued cooperation; NBA Team Minnesota Timberwolves official television partner ...... TCL in the international brand output, has been in the top Chinese brand marketing overseas echelon.
Relying on the Group's national layout and advantages, TCL's ice-cream business has also blossomed in the global market and its innovative technology is internationally recognized. During the 2017 IFA show, TCL refrigerator products won the IFA2017 International Prize ; TCL washing machine products are rewarded with 'IFA2017 annual results of the latest products' and many other honors.With a number of innovative technologies, TCL ice wash not only become the industry benchmark for our industry, but also become a mirror of China's manufacturing to establish international influence, internationalization The road is wider and wider, the competitiveness of international brands is constantly enhanced, and the entire world sees the strength and energy of the 'big country brand'.
In the past, the performance of TCL's ice-cold washing in 2017 was excellent. TCL Group announced that the sales volume of refrigerators and washing machines increased by 8.41% and 13.2% respectively over the same period last year. The sales data of July 2017 also showed that the sales volume of TCL The sales volume of ice-washing products increased by 24.7% and 93.2% respectively over the same period of last year.
Into 2018, the wave of upgrading of the domestic emergence of foreign, 'Belt and Road' policy to provide opportunities for expansion, both inside and outside the outlet for the ice-washing enterprises to enhance opportunities for growth opportunities. TCL ice washed insight into opportunities to capture high-end innovative products consumption In the process of upgrading, the Group needs to expand the Group's international expansion to boost the growth of fine-grained businesses simultaneously. In parallel with the two-track alignment of 'Out-of-contract', it will undoubtedly lead the entire competition in 2018 and continue to write industry legend.