From the 2017 product sales volume released by TCL Group, TCL washing machines sold 1.197 million units in 2017, up by 115,000 units year-on-year. As a late-stage washing machine manufacturer, TCL washing machines have achieved such success not as easily Said the industry a dark horse behind the TCL washing machine shows that the Chinese washing machine market is still incremental space, but how to find the incremental point of stock competition, the test of the true strength of a brand.
Industry competition inflection point has arrived
In the wake of the combined drive of consumer upgrades and product upgrades, the Chinese washing machine market hit a bottoming out in 2017. The industry data for the first three quarters of 2017 showed that from January to September, China's washing machine market sales, Sales increased by 10.4% and 13% respectively over the same period last year, adding a small peak for sales by the end of the year and annual sales volume could be expected.
Wei Jun, general manager of the White Electric Division, believes that for the washing machine industry, 2017 is to switch the runway, start a new year.No matter the scale, industrial structure, or the competitive landscape, a qualitative change took place this year . In particular, 'a house generally corresponds to 2-3 air conditioners, an ice-washing products. Even if the real estate market ups and downs, the impact on the washing machine industry is also less than the impact on air-conditioning', so the washing machine has become all major appliances Categories, the most stable market performance of products, business competition will also fall into the stock market competition.
In addition, the washing machine market is experiencing an industrial revolution as the level of consumer spending is rising and consumer demand is constantly changing. In the process, quality upgrades have always been the main theme, Competition in the washing machine business is faced with both the market needs to be concerned about sales, but also attach importance to product upgrades 'difficult' dilemma, thus, the washing machine industry, a turning point in the quietly coming competition.
Of course, the head brand, with strong research and development strength and brand influence and other advantages of resources, will continue to enhance the development advantages of the washing machine industry 'strong stronger, weaker weak' Matthew effect polarization more prominent, small and medium brands intended to jump out In all washing machine brands, TCL washing machine although the volume is small, but the rapid growth, and even obviously felt that TCL washing machines have been successfully completed from the small market to the industry's big role brand The butterfly change, the brand status steadily.Are exactly, TCL washing machine in the area of any incremental tips?
Find the increment from stock
From the market layout of TCL washing machine is not difficult to find, the product is its key to winning the consumer affirmation and trust. TCL washing machine has been the user pain point as the fundamental starting point for technological innovation as the soul of the design, and constantly iterative revolutionary products, thus To bring users a healthy quality of life-style.
In the washing machine into the wave of influx, the user began to gradually realize that the washing machine will bring the possibility of secondary pollution, cross-contamination, laundry health has become a lot of families once or are facing problems.TCL washing machine after numerous user pain point research, Well versed in the needs of users for the health of laundry, and to avoid pollution-type washing machine to open the door of the new type of industry-free washing machine.
For three years, TCL washing machine has launched a pollution-free Washing Machine, Pollution-free drum washing machines and drum-free bucket washing machine, have solved the washing secondary pollution, cross-contamination and other long-standing laundry problems. , TCL pollution-free washing machine using the full seal barrel structure, subvert the internal structure of the traditional Washing Machine, completely separate the inner and outer barrel; the use of water-sealed capsule pollution-free structure to eliminate the traditional drum washing machine exposed tripod tripod tube filth defects, let Washing machine completely bid farewell to their own use after a large number of dirt, germs on the secondary pollution caused by washing clothes; the most important, TCL pollution-free barrels in the bucket washing machine is a vat + N exclusive keg with the way, two-way solution Washing machine on the secondary pollution of clothing and clothing and clothing cross-contamination between the two problems, the real user away from laundry pollution.
With technological innovation, TCL pollution-free washing machine won the first certificate of China's Household Electrical Appliances Research Institute jointly issued by the Beijing Light Alliance Certification Center and the 'pollution-free features washing machine' certification, which is the first certification of the appliance industry. Obviously, pollution-free washing machine category unprecedented, is an incremental market opened up by TCL, the stimulation of the overall demand for home appliances is a bright spot.
In addition to subversive quality, TCL washing machine marketing strategy is also unique. Not long ago, TCL has nine years of cooperation between the CBA league drawn on the 2018 CBA All-Star Game full stop, eventually led by Yi Jianlian Southern Star Team To 147: 138 victory over Ding Yan RAF led the Northern Star team in this league, TCL washing machine heavy appearances, witnessed the great CBA All-Star style.From the highly innovative and innovative spirit of fit, as early as 2009, TCL has become the Chinese men's basketball partner and the designated sponsor of CBA, took the first step in sports marketing.Since then, basketball athletes wearing a TCL logo jersey battlefield, record the history of Chinese basketball immortal Brilliant memory.
At the same time, in April last year, TCL exclusive title "Yellow Kitchen spring summer autumn and winter," the fourth quarter, building TCL 'good life' scene, with the most authentic life experience impressed consumers; July, big exclusive Name CCTV-1 "big country to develop minds," TCL Group Chairman, CEO Li Dongsheng qualities starred in "big country to develop minds TCL articles"; October, TCL brand documentary second "line" and appearance CCTV "big country brand Develop into mind "; then TCL hand" Shakespeare do not be angry "drama special, unlock new entertainment marketing posture, and so on.
In addition 618 / double eleven and other special nodes, TCL washing machines and quality stars, such as Yuan Shanshan, Ma Tianyu, planning coffee and materials 'big coffee prices' activities, through a variety of interactive forms, a variety of concessions, not only For consumers to create a hearty shopping experience, but also continued to accumulate popularity for the TCL node promotions, continue to form a new hi point. TCL seamless integration of brands, products into sports, variety and various forms of the plot , TCL washing machine to promote the introduction of more market exposure.
TCL washing machines have also found an opportunity to expand overseas under the policy of 'One Belt and One Road' in the field of fine products and marketing promotion. As a symbolic brand of China in the world, TCL has taken the lead of "the three armed forces, leading the brand and taking root in the market countries." Market strategy, continued to promote the washing machine business promotion overseas.
TCL global creative projection ads boarded the United States in New York, Paris, Germany, Berlin, Germany, London, Australia and Rome, Italy, Rome, six cities, brushing the American Empire State Building, the French art gathering Moulin Rouge and other internationally renowned landmark architecture; China National Grand Theater, and "X-Men", "Mission Impossible 5", "Justice League" and other Hollywood blockbuster cooperation, etc., TCL washing machine in the group overseas help, the business continued to expand, which is to achieve rapid growth in the short term One of the important factors.
Increase in volume and profit in 2018
In the past year, TCL washing machine quickly entered the fast track under the cooperation of the three armies in product, marketing and overseas layout, and even the next two years will be the critical period for further expansion. The industry is generally optimistic about the market performance of China's washing machine in 2018 and believes The entire industry will usher in a new round of 'increase in volume and profit' of the new outlet, which for the TCL brand growth, as well as the entire industry, the pattern of brand competition has a great positive impact.
In the words of Wei Jun, 'From 2018 to 2023, the need for substitution will come quickly and form a strong bottoming effect. It will be stable in 2017 and 2018, and in 2019 I will protect you from several great leaps.' " The next 2-3 years, washing machine industry will usher in a "increase in profits and profits up" the gradual prosperity.
And undoubtedly, 2018 will be a new starting point, consumers' alternative demand will be more prominent, the entire market will also be accelerated in the incremental rise and stock changes .It is understood that China's washing machine industry A sales peak from 2008 to 2013, during which including appliances to the countryside, trade-in and other policies to accelerate the popularity of washing machine products throughout the country, and the washing machine product life cycle is generally 8-12 years, it is the replacement of 2017 The beginning of the cycle, 2018 will usher in further outbreak of demand for replacement.
In the stock market to find the growth pattern of the TCL washing machine, the face of future replacement, volume gains and profits and other great situation will undoubtedly be even better .. It is foreseeable that TCL as the representative of the new washing machine washing machine, is rewriting the traditional washing machine market in China Brand history.