According to the data from January to November 2017, the total scale of the kitchen and electric appliance market (8 products, such as the fumigation, steaming, washing and washing machines, etc.) reached 89.7 billion, up 15.4% from January to November 2017. It is estimated that the overall market size Reaching 95.7 billion, if you count the integrated kitchen market more than 4 billion in sales, kitchen and electrical industry officially entered the ranks of billions of dollars in the industry in a thriving situation, the past two years focus on kitchen appliances TCL health appliances are also welcome To the leaps and bounds of development.
External factors: the industry environment and the strength of the Group boost
In the view of Sun Xuan, director of channel marketing at TCL Household Appliances (Zhongshan) Co., Ltd., the focus of the development of the home appliance industry is shifting from traditional large appliances to DHS. Under the influence of the rise of young forces, the increased awareness of health and the escalation of consumer demand , The scale of health electrical industry has broken billions, and will maintain steady growth in the next few years.
As early as 2016, TCL Health Appliances took hold of the market's future development trend and formulated the development strategy of focusing on kitchen and bathroom and electric appliances. In 2018, TCL Health Appliances will continue to focus on the two major business segments and continue to climb the peak again Strong force.
In addition to the favorable development of the industry environment, the rapid development of TCL is also inseparable from the support behind TCL Group.TCL Household Appliances (Zhongshan) Co., Ltd., where the kitchen appliance business is located, is one of the subsidiaries of TCL Group, Relying on the Group's strong technical strength and brand advantages, business has developed rapidly.
TCL Appliance (Zhongshan) Co., Ltd. Channel Marketing Director Sun Xuan
With the support of consumers, distributors and all walks of life, a series of high-quality products have been recognized by the market and the industry.Especially in the brand upgrade, with China CCTV this year to build the first to explore large-scale transformation and upgrading of corporate brand "big country brand "Broadcast, a generation of strong enterprises TCL development and brand rise is even more widely known.
Event site, dealers watching a big country brand TCL promotional video after a boil, have expressed confidence in the future development of the TCL brand.
According to Sun Xuan introduction, TCL Group is also optimistic about the kitchen and toilet project, the team's positive spirit, the extensive network of terminals and the current profitability of the group and the brand has provided positive energy.
TCL hood new
Internal: network construction and product development both ways
In 2017, TCL achieved a sales revenue of nearly 300 million yuan.
'This achievement is mainly due to the coverage of our agents more and more widely, retail outlets nearly doubled the number of outlets, also close to 3000. We strategically to give up the primary and secondary markets, focusing on 34 levels Market, the products go to the market four or five. "Sun Xuan said.
In the view of Sun Xuan, the number of terminals determines the sales volume.Capacity of the terminal, it stood the commanding heights of sales, because all the products must be based on terminal sales.
'More water outlet, the flow of water is also big.' Sun Xuan vividly figurative Road.
Restart kitchen and toilet project in TCL self-employed two years later, the number of agents nationwide from the original more than 60 increased to the current 300 more than doubled 5. Moreover, Sun Xuan pointed out that there is a few behind each agent Ten outlets.
'Never stop channel development, always increasing the density of shop coverage is what we continue to do.' Sun Xuan said.
At present, TCL offline channel outlets to roadside stores, building materials market mostly, 90% are building materials business.In Sun Xuan view, kitchen appliances as the front-end home improvement products, and building materials channels should be shared resources. As long as the TCL The number of outlets is enough, you can also join other brands under the brand.
'TCL brand in the third and fourth tier markets is still a big pull, next year we have to go to a higher level, the scale of sales to achieve 500000000 yuan.Network construction history, the county coverage of 80%, county 50%, township 10%. Sun Xuan said.
In terms of products, new smart health products will be unveiled in 2018, with rich lineup to meet the segmentation needs. The products of 2018 also inherit the innovative technologies and excellent quality genes of TCL in 2017. TCL air purifiers, water purifiers, kitchen appliances, Environmental appliances and many other new products, forming a strong TCL intelligent health appliances lineup, set smart technology, Seiko quality, user-friendly design and powerful product performance in one, get the dealers and guests to strongly praise.
TCL hood dealers experience new products
Large investment in research and development to improve upstream product competitiveness
In the kitchen and toilet business, TCL Appliance (Zhongshan) Co., Ltd. Channel Marketing Director Sun Xuan said that in the billions of level kitchen and toilet market development space, TCL developed a clear development strategy kitchen.
In 2018, TCL Health Appliances will continue to develop new self-developed products to create the core strengths of TCL Kitchen and Bath products in order to further enhance the quality of kitchen and bathroom products. According to reports, TCL has invested 30 million to purchase various types of electrical products Testing, gas testing and other professional equipment, and construction of experimental bases in accordance with standards, has now entered the application for national verification phase.
TCL service car
In product development strategy, on the one hand, TCL kitchen and electrical appliances will be market-oriented, keep an eye on the industry forward-looking, meet user needs, lock the industry common development of differentiated products; on the other hand will continue to increase investment, planning input personalization, intelligent Product research and development efforts to improve product competition; the other is to invest more than 20 million yuan to establish a laboratory to continue to expand the research and development team, increase product development efforts, the accumulation of forward-looking technology; the last integration of resources, integration of upstream resources, and suppliers to jointly develop Application, form synergy, create a differentiated market.
