Ten years ago, Chinese consumers choose refrigerators, washing machines are also more valued function, power consumption, and even the price of different brands, and ten years later, even the older consumers are beginning to emphasize the product has not been removed Bacteria, smart and other new terms, the upgrading of consumer demand is changing the entire refrigerator washing machine industry development trajectory.Under this background, ice-washing enterprises to live ahead of the upgrade trend, is equivalent to capture the lifeblood of the future market development.
According to the latest total data of AVC, the total sales volume of China's washing machine market was 36.88 million units for the first 12 months of 2017, an increase of 1.4% over the same period of last year with a sales volume of 71.9 billion yuan, an increase of 6.2% over the same period of last year. The refrigerator The total market sales of 33.76 million units, down 0.6%, sales reached 93.9 billion yuan, an increase of 3.9%.
Last year, raw material prices continued to rise, making the corporate product cost pressures doubled, both for the refrigerator market, or the normal operation of the washing machine market have an impact, but thanks to the promotion of consumer upgrades and replacement needs of the double effect of ice-washing market in 17 The year still maintained a steady trend, only the refrigerator market fell 0.6%.
Outside the scale, the ice-washing market ushered in a structural upgrade in the real sense last year: on the one hand, the main pushing factors of the demand iteration and upgrading into the market development, the improvement of the purchasing power of consumers, the upgrading of the traditional product structure and the accelerating popularization of emerging products; In respect of raw materials prices are high, large-scale operation can hardly guarantee the operation quality of enterprises. In order to seek long-term development, enterprises have to push forward the reform and upgrading of industrial structure, push new sales and raise their profitability.
At the same time, from the trend of demand, the popularization demand of ice-washing market has risen to the demand for replacement, and the specific performance has shifted from the functional demand of alternative labor to the advanced consumer experience-oriented demand. In this process, consumption The brand awareness of those who further strengthen their product quality put forward higher requirements, consumer groups are also more younger, the pursuit of fashion and personality, and online shopping habits have also been basically formed.
More importantly, the effect of the second child policy started to emerge in 2017. The new demand can not be ignored and the baby boomer will bring new market opportunities to the ice-cleaning enterprises. AVC predicts that in 2017-2021, Newly born population of about 12.938 million people, the average annual number of newborns will be about 258.8 million people, 17-19 years or a baby boom will occur, which will directly lead to the increase in consumer demand for maternal and child household appliances. The trend of baby care on germicidal, healthy, clean, fresh and separate washing function requirements are also increasing, 'health' has become a hot topic in the refrigerator, washing machine market.
'Upgrade + Consumption Upgrade + Structural Upgrade', the ice-washing market has gradually shifted toward the major brands that have the core innovation advantages.TCL takes the lead in gaining insight into consumer pain points and occupies the healthy outlet and has successively delivered a series of overturns to the market The significance of the refrigerator washing machine new, brand influence has changed qualitatively from the quantitative change, creating a user healthy life style of the second generation of terms.
TCL Group plans to spend 7 billion yuan to set up TCL Appliance (Hefei) Industrial Park, since then TCL ice wash continue to show off in the industry Tau Kok, In 2016, the ice-washing market in China experienced an overall slowdown. TCL Group's sales data for July showed that the sales volume of its refrigerators and washing machine products increased by 24.7% and 93.2% respectively over the same period last year, resulting in a very rapid market expansion.
Relying on the TCL appliance (Hefei) Industrial Park, a strong R & D and manufacturing advantages, as well as uphold the pragmatic and innovative product concept, TCL ice two years of continuous innovation, continue to release the pain points to solve the actual consumer scene of the refrigerator washing machine boutique. In the laundry area, Through research, TCL insight into the growing consumer demand for health laundry, whereas the traditional washing machine due to the internal structure of a large number of internal residue after washing dirt, resulting in long-term laundry secondary pollution problems have not overcome. Based on the health subdivision point, TCL Washing machine lasted three years, changing the internal structure of traditional washing machines, washing machine isolation dirt bacteria, have introduced a pollution-free Washing Machine, Pollution-free drum washing machines, waste-free barrels in the bucket washing machine, impacted by the fine impulse of TCL washing machine The absolute health of the area of the absolute advantage. The first sealed tank full of pollution-free structure to bid farewell to the wave Washing machine washing secondary pollution cross-contamination problems, the first water-sealed cabin Dirty structure completely farewell drum washing machine laundry secondary pollution problems, the new 40-minute speed dry cleaning Baking one, two shirts to achieve that wash, unique leading pollution-free technology, has access to Technical certification, specialty products certification, a number of national patents and four international patents country national.
In addition, in the field of refrigerator preservation, TCL refrigerator grasps fresh pain points of users' nutrition and nutrition, and pioneers the integration of frequency-conversion air-cooling technology, which achieves 2 minutes of rapid cooling for foodstuff storage, quickly achieves rapid cooling, locks raw ingredients, Some AAT negative oxygen ion preservation technology, the entire space from the release of the permanent integration of dust, deodorization, sterilization, keeping fresh four functions as a whole, 7 days to achieve fruit and vegetable water-saving rate of more than 90%, removal of 91.17% Escherichia coli 360 ° omni-directional fresh preservation for food, meanwhile, it achieves the fresh storage of large space, air-cooled and frequency-changing food ingredients, meanwhile, it also creates a multi-space partition exclusive to realize the wet and dry partition, the storage of food area, the precise storage of special ingredients, etc. Optimized ingredients fresh program, with smart air cooling and other technology patents, not only longer lasting food, nutrition is not lost, but also to meet the service users energy saving, low noise and comfortable living needs.
With the accumulation of many years of health products market reputation, TCL ice-cream has represented the healthy lifestyle of modern families.From the beginning of the establishment, TCL ice-washing product direction is for the consumer groups and the community as a whole changes , Its flagship washing machine washing, high-end clothing care and convenient quality of life; refrigerator is the main material classification accurate management of non-food items and the precise management, and these two categories are the direction of common ground, for each family Bring high-end healthy life enjoyment and way.
With the increasing proportion of high-end income groups in China and consumers paying more attention to high-end clothes washing and health care, TCL has mastered the first-mover advantage of health laundry and clothing after years of technical and quality reserves and has won China National Technical Certification and a number of international patents, as well as China Household Electrical Appliances Research Institute in conjunction with the Beijing Light Alliance Certification Center issued the first certificate of authenticity appliances industry and 'pollution-free features washing machine' certificate of pollution-free technology, is the majority of user health Protection of life.
At the same time, under the multiple needs, cosmetic, medicine or tea, children's snacks and other refrigerators partition is imperative, the general refrigerator temperature control is very broad, and TCL is working on the development of such products, insulation technology, through more Door design and intelligent technology integration, more categories of partition storage is expected to be achieved, thereby further ensuring the user's healthy eating experience.At the same time last year IFA show in Germany won the 'annual results of technological innovation' award TCL inverter air-cooled technology , Also confirms the strength of the big country brand, a haven for the user exquisite life.
China's home appliance industry is experiencing a dramatic change in the structure of consumer spending, which requires that all household electrical appliance enterprises must profound insight into consumer demand, starting from the differentiation of competition, technological innovation as the soul, to achieve product and brand transformation and upgrading. In the field innovation drive competition, the first pollution-free technology and one inverter air-cooled technology bring consumers a healthy experience. 'Our strategy is to insist on doing a good job to provide users with reliable and needed products', TCL White Xi Lei, general manager of R & D Center, vice president of appliance division has admitted that it is in the heart of customer service, TCL ice wash to grow rapidly in the master Rulin market, and served as the industry's concept of healthy living and the way the responsibility, Consumers are more recognized and favored.
Orville cloud (AVC) 2018 ice wash market forecast data show that there is still room for improvement in 2018 washing machine market is expected to reach 37.3 million units sales volume, an increase of 1.1%; sales of up to 74.3 billion yuan, an increase of 3.5% The refrigerator market in 2018 is expected to retail volume of 33.96 million units, an increase of 0.6%, sales of up to 96.4 billion yuan, an increase of 2.6% over the next three years, the refrigerator market stabilized.
Has arrived in 2018, the refrigerator washing machine industry as a whole steady growth, companies still have to find differentiated products in the incremental. TCL refrigerator washing machine has long focused on the user's dedication to healthy living and exploration, user needs as the starting point, and constantly introduce innovative products , Providing the impetus for brand development.It is foreseeable that with a healthy lifestyle label TCL refrigerator washing machine enjoys popular support, is bound to ascend in 2018 higher order.