Two-wheel drive, to solve the profit bottleneck in the process of enterprise growth by diversified structure, is the only way for brand growth. As a black energy leading enterprise, TCL has been exploring the comprehensive development mode of black and white in recent years. In AWE2018, TCL white household appliances division Mr. Liu Zhaolei, Head of Refrigeration R&D Department of R&D Center, received an exclusive interview with China National Power Grid to interpret the past and present life of TCL Refrigerator.
TCL White Home Appliances R&D Center Refrigerator R&D Director Liu Zhaolei
Climbing road
The opportunity of the enterprise is also like sailing against the water.
On October 8, 2014, TCL’s first refrigerator product marked the official launch of TCL's own refrigerator business. It took nearly four years. At present, its annual refrigerator output reaches two million units, 'compared with other ice's. There may still be gaps in the performance of leading enterprises. However, for our short timeline, it is not easy. Liu Zhaolei recalled that history of history, 'Home Appliances Products, from input to generate returns generally takes a period of ten years. Frankly speaking, At the beginning of the project, we were all scarce from the production line to the R&D line. After years of unremitting efforts, we have finally made some achievements. As latecomers, we clearly realized that TCL is still climbing. , The gap with the leading companies also needs constant efforts to shrink.
Liu Zhaolei revealed that the biggest difficulty in the expansion of the refrigerator industry lies in the initial investment. In addition to building production lines, the biggest investment in refrigerator products is mold investment, and the development of a set of mold investment is at least tens of millions of yuan, while the annual cost of leading mold companies is about several billion. “We are still in the climbing stage, and there is an objective gap with the white faucet. But we will not give up the action to close the gap because of the challenges. The advantage of TCL is that we can learn from industry mature technologies, such as TCL’s product development cycle. In 6 months or so, the industry average development period is 8 months.
In a situation where the existing white power system is basically fixed, TCL proposed a target of 30% revenue growth in 2018. 'This goal has pressure, but it is not unrealistic,' and embraces 'going out' to actively expand overseas markets. The use of marketing to increase brand awareness is the 'double pipe' to achieve this goal.
'Frankly speaking, the current brand awareness of the first-tier and second-tier markets is at a solidified level, and everyone's understanding of TCL still stays on television. The perception of brands is a long-term process. The market departments of our white goods are also adopting active strategies to promote this. This kind of cognition, such as some movies in Hollywood in 2017 and some domestic variety shows, everyone can see the advertisement of TCL's white electricity.'
Everything is for the frontline
The application of big data provides a powerful weapon for the modern enterprise to integrate with the market. Liu Zhaolei said, 'Now, there is a slogan inside TCL - 'everything is for the frontline'. We have started to use the terminal data we sell to do a good job of user feedback. At the same time, we understand what kind of products users need most. For white faucets, they can have a wide range of products. But for those who are latecomers such as TCL, the best thing to do is to target the products that are most suitable for users and cut down the head and tail. '
In 2018, TCL kept fresh freshness as the only breakthrough point in the concept of a wide range of refrigerators. 'The refrigerator's job is to keep fresh. This year, we launched an upgraded version of the product based on traditional air-cooled technology. Using 6 senses. The temperature probe senses the temperature in different areas and realizes more intelligent, precise and uniform cooling. In a simple language description, in the same storage room of the refrigerator, it is a cold-frozen food on the one side. At this time, I put a plate in the dish without cooling. Hot soup. If it is a traditional refrigerator, hot soup will raise the temperature of the entire storage room, and then the refrigerator will reduce the overall temperature. But now, using smart wind technology, our refrigerator can use the rapid cooling lock to quickly increase the heat The exclusive cold air flow of the soup creates a virtual barrier to heat transfer in the storage area, reducing the temperature change of the food that was originally placed in the refrigerator. The temperature fluctuation is small, and the quality of preservation will naturally increase.
Through smart wind technology, TCL refrigerator can achieve 2 minutes of rapid cooling 1 °C, to lock the nutrition of food ingredients; Anion rejuvenation, 7 days lock rate of more than 90%; At the same time, the whole space AAT negative oxygen ions, both fresh + moisturizing + Three major functions of bacteria removal, sterilizing and mildew-proofing, 'After testing, TCL's AAT intelligent sterilizing system can remove 91.17% of the refrigerator's internal space E. coli.'
'In addition, in addition to the refrigerator products, we are also arguing what products will be popular in the market two years from now. Such 'gambling' is risky, but the opportunities are equally attractive. For example, TCL currently introduces a vending machine production line, In the future, it will also increase commercial products such as hyper display cabinets, unmanned retail terminals and other products.
For the future, Liu Zhaolei stated that TCL continues to be optimistic about the prospects of the white-electricity industry. 'In the future, TCL will focus on upgrading its product quality control. Currently, we are working with some Japanese customers. The Japanese have a world in lean production and quality control. The most rigorous attitude, which makes us feel pressure and we are also glad. We hope to cooperate with them to allow consumers to witness more quality TCL white products.
At the end of the interview, Liu Zhaolei hoped to convey the two mentalities of TCL White to the consumers through the China National Grid. One is the extreme state of mind. 'Subject to time precipitation, TCL's white power technology and reputation have not yet reached the mid-to-high end product expectations of consumers. Positioning, but starting from 2018, TCL will focus on quality control and lean manufacturing, allowing consumers to truly witness our growth'; First, empty cup mentality, 'You must use the mindset of young people, constantly pushing down existing products, Ideas, shake off burdens, meet growth. '