'Go all out to force a hole! 撸 起起套子, 拼 了!' This is the TCL Home Appliances Group leader in the spring of 2017 to start the message; 'The joy of the harvest you want, there must be good seeds, products Is the key 'after six months that is July 2017 26 Li Shu-bin in the' Freezing Festival 'so analogy TCL air-conditioned products on the attention of TCL air-conditioning just held annual production and marketing scale breaking 10 million sets of conference to achieve small targets After the recollection of Li Shu-bin these two words, TCL air conditioning in the past development path seems vividly presented in front of us.
TCL air conditioning into the millions of brand camp
TCL Air Conditioners have accumulated a lot of money today, especially since the TCL air conditioners have maintained a steady and rapid growth over the past ten years since entering the air conditioner industry in 1999. When the domestic air conditioner market provided a luxurious feast for all manufacturers in 2017, It has plenty of external opportunities and rich endogenous resources for air conditioning companies to provide a huge space for survival and development in China's air-conditioning industry, shipping scale has risen to a new peak at the same time, represented by the mainstream TCL market sales The scale of the rapid upgrading in the last two years, into the millions of brand camp at the same time, the mainstream and even the dominant brand differentiation has brought a certain impact.
Product innovation drives continuous growth
Since 2014, TCL Group has initiated the strategic transformation of "Double +". Li Shu-Bin has also repeatedly stressed in public: the management theme of "casting fine products, increasing scale, strong technology and promoting transformation", apparently from the group to air-conditioners and fine products In the first place, TCL Air Conditioner, as one of the important industries of TCL Group, adheres to the Group's 'product + service', 'smart + Internet' dual '+' transformation strategy and 'internationalization' , Product technology capabilities, brand and global operation capabilities, and the improvement of Internet application and service capability, driven by the continuous innovation of product innovation.
TCL owns the largest single-unit steel structure air-conditioner manufacturing plant in Asia, with a complete industrial chain from compressor to complete machine, and the total production capacity of the TCL has exceeded 10 million sets. TCL invested more than 500 million yuan in R & D for three years in a row. Billion, with independent intellectual property rights of more than 1842, of which invention patents 297. A group of data sufficient to demonstrate TCL air-conditioning research and development, manufacturing capacity of the powerful, excellent technical capacity to create a TCL air-conditioning products hard power,
Product strength refers to the product meets the requirements of the market, this requirement is embodied in the consumer considerations and requirements of the various competitive elements of the product.During the release of the dominant demand for replacement, the user awareness of air conditioning products to achieve At a historic height, they are no longer satisfied with the simple cooling system. In addition to the basic quality, more and more demand elements such as health, environmental protection, comfort, mute, home integration and so on, to provide enterprises with product innovation R & D guidelines to April 26, 2017 TCL air conditioners put forward a new 'air conditioning +' strategy, releasing the king of five Kings and kitchen air conditioners six intelligent air conditioners as a representative event, TCL air-conditioning products presented in the past year Functional innovation is the breakthrough of ontology function of air conditioning products. With the user experience as the center, smart products from the past to smart products and application scenarios are also upgraded, which is also in line with the competitive hot spots under the situation of the growth of the domestic air conditioner market.
April 26, 2017 TCL Air Conditioners Present New Air Conditioning + Strategy
It is reported that, TCL air conditioner from 2018 onwards, all products will be intelligent inverter through technological innovation and integration, the use of intelligent, adaptive, network technology to achieve intelligent energy-saving, smart and comfortable, smart and healthy products more adapted to different users Personalized habits, so that the standard air-conditioned products advanced to personalized products.
TCL air conditioning products have always been the basis for survival and development
Efficiency of operation results
In addition to the product dimension, TCL Air Conditioners are also constantly providing consumers with more freshness through marketing and service, opening up the unique lifestyle brought by smart air conditioners. TCL Air Conditioners have already started the marketing strategy revolution and established traditional channels and chain channels , E-commerce channels 'three pillars' equal development strategy.
With the further development of the Internet trend, the transformation and transformation of China's home appliance enterprises in the Internet has been fully implemented. Not only has new changes and exploration been made in the traditional game rules for the air conditioning industry, cross-border cooperation with electricity suppliers is one of the important contents. In 2017, TCL Air Conditioners completed the construction of sales companies in 17 regions to stimulate the enthusiasm of the marketing team. In the summer, it built 'Jelly Festival' to create a summer carnival IP dedicated to the new and old users of TCL air conditioners; officially started 'TCL Happy Tree online store' project, the use of the Internet to transform the traditional retail model, all marketing systems, marketing channels are around the reform of the 'efficiency first' four-character principle.
July 26, 2017 TCL air-conditioning 'Dryer Festival' presents an active and stylish brand image
Behind the streamlined operational thinking is the logical progression from channel-oriented to user-oriented, which is not only reflected in the technological innovation and product development of enterprises, but also leads to the concentration of resources in all circulation segments of the air-conditioner market by user orientation. TCL Air Conditioner 618 sales today exceeded 178 million, an increase of 216%, Jingdong POP & TCL air-conditioning flagship store, Sales of single-store sales Jingdong ranked No. 1, energy-efficient air-conditioning sales exceeded 10000 sets.In the early morning of double eleven, TCL air conditioners ten minutes sales break 50 million yuan, double 11 sales in October average daily sales of 100 times, An increase of 32% over the previous year, of which over 40% of the TCL air-conditioning users have chosen the inverter energy-efficient air-conditioning, Liu Shun series more breakthrough 10000 sets of sales.
In recent years, the concept of new retail, smart retail, unbounded retail emerge in an endless stream, its essence is all for the user initiative change, narrowing the distance with the user.LI Jun, executive vice president of TCL air-conditioning marketing center in China, said pan 90 After the rise of emerging consumer groups, the user's needs, buying behavior, communication and interactive ways are changing, consumers pay more and more attention to their own personality expression, product and retail put forward higher requirements.In order to adapt to the requirements of the new retail revolution , TCL Air Conditioner will be the traditional regional sales company in 2018, re-positioning of retail customers as retail service providers, to provide all users with 'retail as a service' solutions .On the one hand, TCL will continue to retail, lay a solid foundation for retail services; the other As for TCL, it will expand its open platform and share the customer service and internet application capabilities of enterprises with all its distribution customers to promote the cost, efficiency and upgrade of experience and jointly build the retail ecosystem of air-conditioners for TCL.
From the initial panic to trepidation and then calm down to the present calm, the offline traditional channels to face the leapfrog growth of online platforms and the resulting market squeeze and erosion of demand, but also through an adaptation cycle. Traditional channels also impact the promotion, but also promoted the offline circulation industry upgrade.TCL air conditioning is pushing for the integration of online and offline integration, the online Internet power, traffic and online offline experience can be sold It is reported that TCL appliance plans to build 8,000 TCL smart product experience stores in the whole country within three years while giving those store electricity supplier operational capabilities.
Rely on the grand brand overseas sail
TCL air-conditioning chief Chen Shaolin TCL air-conditioning in the production and sales break millions of sets of conference pointed out: 'Our growth is multi-channel, multi-dimensional, all-round growth.' While vigorously building the domestic channels, TCL actively explore overseas Channels, looking for partners, especially for the European market attaches great importance.
TCL as a forerunner in the internationalization of Chinese enterprises, 18 years of global expansion in the process, has established an internationally influential brand image of China. TCL is also constantly adjusting its development strategy, in 2015, relying on the 'One Belt and One Road' initiative, TCL re- Developed a strategic cooperation between the three armed forces, brand leadership and rooted markets in the country. "As an important business component of the TCL Group, air-conditioning sales continued to grow rapidly and have been exported to more than 160 countries in South America, Asia and Africa with sales ranking China's exports ranked third in the Middle East and Europe ranked fourth respectively in China's exports and fifth.According to TCL Group released the first half of 2017 notice of performance, air-conditioning in the first half year-on-year growth of 33.7%, especially in China to achieve ultra-70 % Over the same period of the previous year. TCL air-conditioners products have been exported to 188 countries and regions in the world. Among them, there are 49 markets in the market with more sales and more sales volume, covering Argentina, Saudi Arabia, Australia, North America and other countries.
TCL air-conditioning as China's first batch of companies to enter the international, TCL revenue for three consecutive years more than one hundred billion, more than half of revenue from overseas in the world a total of more than 70,000 employees in more than 80 countries and regions with sales offices, Has become a veritable international business .In December 2017, TCL named CCTV-1 "big country brand mind" (referred to as 'big country brand'), TCL big country brand again strong output to the world, relying on the Group's excellent resources , TCL air conditioners in the global visibility continue to improve, creating great favorable conditions for overseas marketing.
A series of landmark events, the interpretation of the colorful TCL air-conditioning 2017, cross the annual sales of 10 million for the first time exceeded 10 million in 2017, TCL air-conditioning will also usher in a new era of development. Quality strategy to meet consumer upgrades and the new era of consumer groups in the context of the rise of the challenge, through the escalation of consumer upgrades in the market, TCL air conditioners will also open three years of sales of over 15 million sets of new journey. 'Go all out to force a hole撸 起起套子, 拼 了! 'Li Shubin phrase 2017 New Year message on the more long-term future of TCL air conditioning, the same applies.
