Last year, raw material prices soared, the pressure on product costs doubled, large-scale operation of household electrical appliance enterprises have been difficult to ensure quality, promote the reform and upgrading of industrial structure and promote the profitability of repair, as manufacturers seek long-term development of the key. , Timely remedy of health products, a high-end ice cream cleaning enterprises to upgrade the main tuyere, 2018 will continue the explosion of health?
There are several breakthroughs in intelligence
With the rapid development of Internet technology and artificial intelligence, the home appliance market has become a hot topic in the industry due to its comprehensive coverage of smart TVs, smart TVs, smart refrigerators and smart washers. It is also the focus of the pursuit of incremental possibilities for major enterprises. However, The rapid popularization of smart TVs, smart refrigerators and washing machines, poor penetration, but also the degree of intelligence is not satisfactory.
According to AVC data, the smart retail sales penetration of washing machines in 2017 was 41.9%, significantly up from 27.1% in 2016. In the 17 years' retail structure of smart products for washing machines, WiFi Intelligent control leads with a 60.5% share, making it an intelligent entry configuration. It is estimated that retail penetration will be above 50% by 2018, while pure intelligent addition gradually withdraws.
However, comparing the continuous annual smart retail penetration penetration rate of the online market, the rate of growth is gradually slowing down from 20.3% in 2016 to 40.0% in 2017 to 51.1% in 2018, and this is behind the release After a few breakthroughs in the intelligent washing machine market into the whole period of the signal.
In the early stage, the intelligent washing machine provided users with convenient operation, remote control of WiFi and timely feedback of useful information such as laundry conditions, which enabled good market penetration. After that, intelligent functions were continuously replaced by intelligent adding and WiFi intelligent control functions, which inevitably led to consumption Have produced fatigue, so far in the washing machine smart, the market has yet to find a trigger point to effectively stimulate consumer demand.
Another intelligent in the refrigerator, the intelligent control of the refrigerator hardware and refrigerators for the ecosystem to create such as intelligent exploration, is still suffering from 'applause', the refrigerator panel with touch screen, networking using music / video / listening / Online shopping and other entertainment features, download mobile phone APP and the remote control of the refrigerator to connect the application of intelligent features, all of which become a lot of users use the refrigerator 'chicken ribs'.
It can be said that at this stage of the refrigerator, washing machine intelligent are not really hurt the needs of the market and the user pain points, and in the technological innovation and iteration without epoch-making works at all, so, ice-washing machine products have long been intelligent The new crossroads, in fact, has never been beautiful scenery, let alone become the driving force for high-end market upgrade.
Intelligent interactive features are not strong, unequal ecological resources, Internet technology is not mature, etc., are leading to smart refrigerators in recent years, washing machines has not made any breakthroughs in the reason why a short period of time, the refrigerator washing machine will still be intelligent in this , Want to grow as high as the previous years has been unrealistic, just 'intelligent' to achieve overtaking ice-cream business fear is going to vent.
'Healthy' ice-cold triumph
In the intelligent case of a few breakthroughs, refrigerator washing machine enterprises rely on what to achieve high-end upgrade? Is the commonplace of multiple inverter? Or static drum? In fact, the recent consumer upgrades and new demand has been given accurate The answer, yes, it is people 's pursuit of' health '.
At present, the ice-washing market has entered a new phase of consumption upgrading, and popularized demand has risen to the demand for replacement. The specific performance has shifted from the functional-typed alternative to the more advanced-typed consumer-oriented type. In this context, Washing machine market following from the cylinder to fully automatic, pulsator to drum upgrade, once again usher in a new wave of upgrading, health laundry become the focus.
After the implementation and popularization of the policy of bringing home appliances to the countryside in 2007, the refrigerator market has also entered the upgrading phase. In this process, consumers' incomes have increased, consumption habits and habits have changed, and health has gradually become a major outlet, which is generally recognized as a Business opportunities for a new round of cornering overtaking. In addition to differentiated doors and air-conditioning / frequency conversion technology infiltration basically completed, the refrigerator product of the technological development trend has returned to the essence of the refrigerator - fresh in the preservation of life means refined health.
Not only the consumer upgrade but also the new health demand triggered by the second child policy has also been strong this year.Ovie estimates that the cumulative number of newly born new born population in 2017-2021 will be about 12.938 million with an average annual number of newly born babies of about 258.8 Million people, 17-19 years or a baby boom will occur, will directly lead to increased consumer demand for maternal and child household appliances, especially the expansion of the family population, the demand for large-size high-volume home appliances, baby care on sterilization, health, clean , Fresh, wash function separately to enhance the demand for maternal and child health appliances category growth.
Meet the health needs, from smart to healthy ice wash, a lot of enterprises to achieve the consensus of high-end upgrades wherever, whether it is TCL-free pollution-free washing machines, Casa Di Gensun clothes washing machine, Skyworth frequency silver ion mites washing machine, Konka kmini washing machine , Or one of the TCL inverter air-cooled refrigerator, Yung-Sheng ecological refrigerator, etc., are the health products for users of the pain points introduced by the product, compared to intelligent, healthy ice wash triumph, more grounded.
TCL adhering to the health continued explosive point
In the main push the health of the brand force, TCL ice wash unique. Zhong Yikang brand center, general manager of left delay Magpie that if you want to make a difference in the health appliance market, you need to take the user's health needs-oriented, to develop multiple The health products.
Long-term focus on the healthy life of the user TCL ice wash, has been rooted in the user needs and pain points, adhering to the concept of innovation for a healthy lifestyle, has to the market output of sewage-free washing machines and integrated inverter air-cooled refrigerator, providing users with the ultimate experience The products and services, which is why the rapid growth of its brand.
Over the years, TCL's main washing machine washing machine health, high-end clothing care and convenient quality of life, the main refrigerator ingredients classification accurate management and non-food supplies accurate management, the two have in common is to bring high-end health for each family Enjoy life, which accumulated under the TCL healthy boutique market reputation.
Specific products, based on user health laundry pain points, TCL washing machine lasted three years, changing the internal structure of traditional washing machines, washing machines isolated dirt and bacteria, have introduced a pollution-free washing machine, washing machine-free drum washing machines, Washing machine. One of the first full seal barrel pollution-free structure completely bid farewell to Washing Machine Washing secondary pollution cross-contamination problems, the first water-sealed cabin pollution-free structure completely farewell drum washing machine washing secondary pollution problems. Unique leading pollution-free technology, Access to China's national technical certification, certification of specialty products, a number of national patents and four international patents, the majority of users is the guarantee of healthy living.
On the other hand, TCL refrigerator grasps the fresh pain point of users' diet and nutrition, and pioneers the integration of frequency-conversion air-cooling technology, which realizes 1-minute rapid cooling of foodstuff storage for 2 minutes, Unique AAT negative oxygen ion preservation technology, the whole space from the release of the permanent, integration of dust, odor, sterilization, fresh four major functions as a whole, 7 days to achieve fruit and vegetable water-saving rate of more than 90%, removal of 91.17% of the large intestine Bacillus for food 360 ° comprehensive range of fresh conservation.
At the same time in the realization of large space, air-cooled, variable frequency food ingredients fresh storage at the same time, TCL refrigerator also created a multi-space partition exclusive, to achieve wet and dry partition, food storage area, the special ingredients such as precision storage of fresh ingredients optimized program, And other technology patents, not only longer lasting food preservation, nutrition is not lost, but also to meet the service users energy saving, low noise and comfortable living needs.
TCL refrigerator washing machine uphold the pain points of health, continuous product iteration and high-end upgrades, is to lead the industry 'health push' the main force.Olve cloud network (AVC) 2018 ice wash market forecast data show that in 2018 washing machine market is expected to scale sales Up 37.3 million units, an increase of 1.1%; refrigerator market is expected to retail volume of 33.96 million units, an increase of 0.6% .In 18 years, the refrigerator, washing machine market showed a trend of high growth, TCL ice wash will continue to explode healthy explosion, Continued to bring users a healthy life experience.
Difficult to break through the intelligence, health ice-cold challenge, the TCL represented by the health boutique iteration, will bring surprises for the industry's high-end upgrades, this year, see the outcome.