After continuing the appointment of the Chinese men's basketball team, TCL Group has recently launched a new victory in sports marketing - Neymar, the new king of football, to become TCL Global Ambassador for Branding, which underscores the determination of accelerating TCL's global strategy. With intention.
TCL as the world's leading brand of home appliances, with the courage to innovate the technology first-mover advantage won the favor of users around the world; while the famous Brazilian star, French Paris Saint-Germain active player Neymar da Silva, the Brazilian national team and Europe Giants Club Paris Saint-Germain's 'soul', with shoulder C Lo, Lionel Messi's visibility and technical strength, the two hands, the TCL brand, has other companies unparalleled historical significance:
First of all, TCL brand globalization strategy to accelerate the injection of a strong impetus to deepen the strategic layout of globalization; Second, with the football passion and fun-filled action experience, enriched TCL young, localized brand connotation, successfully shaped its own Lastly, this year is the World Cup year. Relying on Neumall's high popularity and commercial value in European and South American markets, it fully activates the market potential of TCL and effectively enhances TCL's globalization Brand value, accelerating the pace of globalization and user iteration, but also greatly enhanced the TCL World Cup sports marketing war, TCL sports marketing as a milestone event.
In fact, TCL has long been a sporting marriage marketer, which is not the first case since TCL sponsored the Chinese Football League in 1994. Since then, it has formed the Lang Ping Volleyball Foundation to sponsor the Chinese women's volleyball team and sponsor the Australian tennis team For the 9th consecutive year, TCL has been continuously exploring the value of sports marketing in overseas competitions, sponsoring the European Tour for four consecutive years and sponsoring the European Football Club for many years and Australia / Thailand / India etc. National hot events cooperation, TCL sports marketing layout continued to spread from the inside out.
Sports marketing is a strategy developed by TCL that aims to create a culture that aligns with consumers worldwide for sports by combining enterprise products with sport.As TCL Group Chairman and CEO Lee Dong Sang TCL from the needs of users, research and development of innovative products. Forge ahead, go abroad, in more than 160 countries in the world, TCL series of products as the medium to promote the Chinese brand to the world, to promote Chinese culture, the establishment of Chinese cultural self-confidence to ' Big country brand 'force, and promote the process of upgrading the' big powers' to 'powerful ones'.
Relying on the Group's global marketing excellence and its strong R & D, manufacturing capabilities and excellence in high-end exploration, TCL's refrigerator washing machine business has been iterative product innovation, strong brand appeal and excellent global output , Gaining a large number of model results.After the signing of the 'New Ball King' Neymar, TCL ice wash undoubtedly will capture a high growth opportunity.
Better product iteration
Adhering to the pragmatic and innovative product concept, TCL ice has always insisted on product excellence iterations, especially in the past two years, continuous release of the real consumer scene to solve the pain point of the refrigerator washing machine boutique.In the washing machine field, TCL washing machine lasted three years, changing the traditional washing machine The internal structure, the isolation of dirt in the washing machine, have introduced a pollution-free Washing Machine, Pollution-free drum washing machines, and pollution-free barrels in the bucket washing machine, TCL washing machine achievements in the field of health-defying absolute leading edge. Of the leading pollution-free technology, has access to China's national certification, distinctive product certification, a number of national patents and four international patents.
In the field of refrigerators, TCL refrigerator is the first one inverter air-cooled technology, introduced a series of inverter air-cooled refrigerator; first integrated inverter air-cooled technology, for foodstuff storage 2 minutes to achieve rapid cooling 1 degree, fast speed lock cold, locked The original ingredients, unique AAT negative oxygen ion preservation technology, the entire space of the permanent release, the integration of dust, in addition to taste, sterilization, fresh four functions as a whole, 7 days to achieve fruit and vegetable water-saving rate of more than 90% , To remove 91.17% of E. coli, providing 360 ° fresh food for all-round conservation; equipped with multi-space zoning exclusive, to achieve wet and dry partition, food storage area, the special ingredients such as precision storage of fresh ingredients to optimize the program, Comfortable living needs.
In recent years, TCL refrigerator washing machine continued to increase product innovation, the face of the future, Neymar on football excellence and passion, will continue to infect TCL continuous innovation iteration of the product, excellence.
Tempered brand tone
In addition to products, TCL ice wash also did not make a difference in marketing, whether it is to help Happy Twist annual masterpiece "Shakespeare Do not be angry," sponsored the weekly food / lifestyle talk show "Yellow Chef's spring, summer, autumn and winter" , TCL CCTV documentary "big country brand line" broadcast, TCL global creative projection ads boarded the United States New York and many other cities in six countries, the Hollywood Chinese Grand Theater, and the "X-Men" "Mission Impossible 5" "Justice League "Such as Hollywood blockbuster continuous cooperation such as 'culture + entertainment' differentiated marketing new ideas, or renew the Chinese men's basketball team, hand NBA team Minnesota Timberwolves, signed a soccer star Neymar and other global sports marketing model, TCL Entertainment + Sports Marketing tools, are tempered TCL brand tonality.
With the deepening restructuring of the brand rejuvenation, TCL Ice Wash, with its creative entertainment marketing model and global sports marketing strategy, continues to accurately target customers and gradually promote user iteration to create a vivid brand vitality. In the meantime, on the international stage , TCL ice wash even more differentiated marketing practice the strength of big country brands.
It is thanks to the globalization of marketing help, TCL refrigerator washing machine was widely recognized and affirmed by consumers.TCL Group released the third quarter of 2017 product sales announcement shows that refrigerator, washing machine product sales up 8.41%, 13.2% The sales figures of July 2017 also showed that the sales volume of TCL ice-washing products increased by 24.7% and 93.2% respectively over the same period of the previous year. With the further expansion of brand awareness, the market for TCL ice-washing products will also rapidly expand.
Down-to-earth global output
As a symbolic brand of China going global, TCL has exceeded 100 billion yuan revenue for three years in a row, and nearly 50% of its revenue comes from the "Belt and Road" policy of the Chinese government, which helps Chinese enterprises to go abroad and benefit overseas. Since 2003, TCL has entered the overseas market in a large scale, starting from overseas acquisitions and re-enacting a marketing strategy of "joint efforts of the three militaries, brand leadership and rooted markets in the market" from 2003. Its internationalization pioneer power continues to deepen. Competitiveness, sales network TCL ice wash global output of great benefit.
Up to now, TCL has 26 R & D institutes, more than 10 joint laboratories and 22 manufacturing and processing bases all over the world with a total of more than 7,000 R & D personnel. R & D investment reaches more than 4% of sales revenue each year, and in Vietnam, Poland, Mexico, Egypt and Brazil to establish factories, respectively, radiation in Southeast Asia, Europe, Central and North America, the Middle East and Africa and Latin America. The collaboration Neymar, will greatly help TCL brand in Europe, North and South America and other The depth of emerging markets, to further enhance the TCL ice washing and other categories in the global brand influence.
TCL refrigerator washing machine has become the leader in the ice-washing industry through its leading position in product, brand and market mining, while with the addition of Neymar, TCL ice-washing brand will have further promotion in younger and globalized expansion , And is expected to overtake the corners of the overall market.
According to the latest data from AVC, the total sales volume of China's washing machine market in 2017 was 36.88 million units, 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 total sales volume of the refrigerator market was 3376 Million units, down 0.6%, sales reached 93.9 billion yuan, an increase of 3.9%; is expected in 2018, the washing machine market sales volume up to 37.3 million units, an increase of 1.1%; refrigerator market is expected to retail volume of 33.96 million units, an increase over the previous year 0.6%.
This year, the ice-washing market remained optimistic, giving TCL and other enterprises a foothold in an enabling environment. On the opening day, the Group signed on Mar as a priority to make its refrigerators, washing machines, air-conditioners and other appliances all the way to fashion and youth Tonal permeability and development of the brand.It is foreseeable that the younger TCL refrigerator washing machine is bound to burst in 2018 burst more robust growth momentum.