The AWE2018 leading the development of the industry is in full swing. More than 800 domestic and foreign well-known household appliances, consumer electronics and cross-industry enterprises have shown great muscle in this leading-edge technology feast. The leading Chinese brand TCL refrigerator washing machine has the theme of 'healthy house'. With the latest release of the full touch no pollution type drum washing machine and one frequency conversion crystal cross four-door air-cooled refrigerator stunning debut.
At the same time, TCL Icewash has also upgraded healthy appliances to the strategic level of the product brand, bringing the brand strategy of 'no pollution +' and 'air-cooled +' products, and taking users' healthy lives as the core, through product usage scenarios and user experience, for family members. The healthy life speeds up and leads the future development trend of the ice washing industry. On AWE2018, Zhang Li, general manager of TCL White Goods Division China Marketing Center, said that the target of 2018 is domestic and foreign, breaking sales of more than 4.5 million units of ice wash. !
Behind the confidence, what kind of market situation will be faced by TCL refrigerators? In view of last year's market conditions, the continuous high raw material prices and the tightening of real estate policies have directly affected the ice-washing end consumer market. (AVC) total data show that from January to December 2017, the total sales volume of the Chinese washing machine market was 36.88 million units, an increase of only 1.4% year-on-year; the total sales volume of the refrigerator market was 33.76 million units, a year-on-year decrease of 0.6%. The market, or the washing machine market, did not hand out a satisfactory report card last year. So in 2018, is the ice-wash market continuing this trend? Or is the reversal trend increasing sharply?
Ovey Cloud.com predicts that the sales volume of the washing machine market will reach 37.30 million units in 2018, an increase of 1.1% year-on-year. The estimated retail volume in the refrigerator market will be 33.96 million units, an increase of 0.6% from the same period of last year. From the forecast of professional research institutions, the ice-washing market in 2018 The increase is not obvious; from the perspective of the layout of major companies, the leading companies have begun to actively stock their products, carry out promotions, and preheat new products. The confidence in the momentum is more than a hundredfold. From the actual situation, the price of ice-washed bulk materials has increased greatly. Taking the black material of refrigerators as an example, last year, the impact of black material on the cost of a single refrigerator was as high as 20%, which was far greater than the industry's normal digestion space. Although the current cost price has picked up, it is still at a high level and still causes the development of the company. With certain threats, some companies with strong brand power are still in danger of losing money.
Therefore, in a comprehensive view, the development of the ice-washing market in 2018 is not clear and the pressure is still there. TCL ice-washed domestic and foreign sales targets that exceeded 4.5 million units in 2018, relying on what will be achieved, and how can the profitability space be guaranteed? Mr. Zhang Li gave the answer: Product breakthrough, refined marketing and additional services.
In his view, in 2018, the overall market remained stable, and there was still a lot of opportunities, especially in the domestic market. On the one hand, consumption upgrades and product structure upgrades continued to deepen; on the other hand, overall channels sank, three to four and five to six. The market below the level is an upward trend, and there is still a large chance for the entire retention rate. TCL Bing Xie should seize these opportunities and achieve quality growth.
Product breakthrough
First of all, from the perspective of product breakthroughs, TCL has been using its 'pragmatic and innovative' product brand genes. Over the past two years, TCL has continually subverted traditional product architectures, centered around the health and pain points of users, and led the health promotion of the home appliance industry. Since 2016, TCL has continued Breaking through technical barriers, the company introduced the new category of contaminant-free washing machines, and successively released pollution-free washing machines, non-fouling drum washing machines, and contaminated barrel-in-barrel washing machines, which completely solved the secondary pollution and clothing of washing machines. The secondary pollution between clothing became the creator of the free filthy system solution.
On the AWE2018, TCL ice-washing was centered on health. It also launched a brand-new 'non-fouling+' new product. It used the first low-temperature quick-drying condensing washing and drying machine to achieve 40-minute ultra-fast washing and drying, and 50-degree low-temperature drying and care. It can wash expensive delicate down, wool and other valuable clothes; has 12KG large-capacity washing space, to meet the needs of the family's large number of laundry at one time, multi-dimensional to meet the needs of modern families; using motor, fan BLDC dual conversion technology, to achieve 45 decibels wash Silent, speed up to 1400 rpm, support for long-term efficient and smooth operation of washing machine; plus T-DI intelligent precision automatic delivery system, one-time addition to meet user needs for washing in January, create a comfortable living space, etc., for TCL contaminated washing machine The function has been upgraded across the board.
TCL refrigerators, from the first TCL negative oxygen ion (AAT) fresh-keeping refrigerators in 2015, to TCL air-cooled dual-conversion refrigerators in 2016, the world's first integrated air-cooled refrigerators in 2017, TCL refrigerator in the air-cooled preservation of originality. This year's AWE site has been upgraded to smart and healthy 'air-cooled +'. In addition to the emphasis on fresh ingredients, TCL Refrigerator's innovation lies in the intelligent and healthy storage of ingredients, creating smart 'healthy homes'. Moreover, to completely isolate the bacteria inside the refrigerator, TCL refrigerator The first antibacterial handle with antibacterial class 1 silver antibacterial handle in the industry, antibacterial rate of 99%; inside the refrigerator, through the AAT intelligent degerming system, also remove 91.17% of the internal space of E. coli, protect the freshness and safety of food ingredients. The family provides thoughtful health care.
TCL ice-washed latest products are closely related to the theme of 'Healthy Life' and strategically upgraded product brands. The core is to promote the full popularity of healthy ice-wash products. TCL refrigerator washing machine's 'free from pollution +' and smart health' Air-cooled + 'strategy will be the product and brand focus planned for 2018, which is also in line with today's home appliance industry's 'health as the' development trend.
Refined marketing
In addition to brand strategy upgrading and product technology innovation, refined marketing is also the key point for TCL Icewash to win this year. Mr. Zhang Li said that in the current marketing stage, TCL is sticking to more refined marketing, researching consumers. The demand and consumer behavior, through the change and upgrade of sales channels, and the application of Internet technology to reduce the costs incurred in the process, so as to enhance their own hematopoietic capacity.
At present, young consumer groups are growing and gradually becoming the mainstream of the market. Their personalized and entertaining consumer thinking has affected the marketing methods of home appliance companies. TCL Ice-washed deeply understands the behaviors of young consumers. In the past two years, it has continuously passed variety entertainment and sports. Marketing and other models, to seek resonance with young consumers. Assisted in the happy drama of the annual twist "Shakespeare Don't Get Angry", sponsored the Weekly Food/Life style talk show "Wong Siu Chuan's Spring, Summer, Autumn and Winter" for 9 consecutive years. China Men's Basketball/CBA Cooperation and the signing of Neymar Da Silva as TCL's global brand promotion ambassador are all performances of TCL's ice wash in refined marketing. In 2018, TCL will continue to promote it accurately.
In terms of channel reforms, TCL Ice Wash not only has to seize the mainstream channels of the Internet, such as JD.com and Tmall, but also continue to consolidate traditional channels, stick to the 40% of the 3rd and 4th markets, and sink to Level 567. Market. In addition, the integration of Internet channels and offline companies should also be emphasized, such as Jingdong Monopoly. Emerging channels and markets, such as shared washing machines, campus markets, etc. are also the focus of this year's TCL ice wash; overseas markets, the current TCL ice The proportion of washed overseas markets is low, and 20-30% of the space can be increased. This is a market for TCL to be washed out this year and even in the future. With refined marketing to obtain consumer affirmation, it can open up higher market space. TCL ice wash step for win.
Additional services create value
The latest washing machine 'anti-fouling +' and refrigerator smart health 'air-cooled +' product strategy upgrades can significantly enhance the consumer's user experience, thereby enhancing profitability, while other additional services can create more sustainable profitability for the company. Enterprises and consumers, to seize more product opportunities, such as new types of clothes dryers, and new sales opportunities, such as engineering, low-cost sales opportunities for enterprises to create value-added, more is actually a technical breakthrough.
According to Zhang Li, 2018, TCL Ice Wash will introduce the category of clothes dryers, which will be laid out in steps. During this process, users' feedback will be continuously collected, and eventually they will develop their own products. Moreover, he hopes that TCL will make its own products and the current market. The products on the market are different. As we all know, the dryer market is at a stage of high speed growth. The pre-emption player will acquire the initiative, and the innovation technology will be the main measure to pull the distance between the inbound players. TCL opens up new opportunities. The creation of user, product and brand value through additional services is not a signal of diversified transformation.
In 2018, the development situation of the refrigerator and washing machine market is still frustrating, and it is still not clear. Under this background, TCL Bing Xia dared to set a sales target of 4.5 million units, which was enough to demonstrate its absolute strength in market forces. Upgraded product brand strategy, washing machine from the free pollution to the pollution-free +, to create 100% free pollution health care for the user; refrigerator from air-cooled to smart and healthy 'air-cooled +', to create a full chain of wisdom and healthy life , Will bring consumers a more quality of quality of life, the responsibility and responsibility of major brands appear at this moment, 'double +' strategic upgrade will lead the TCL ice wash in the next year!