“Only the supply-side reforms in the Chinese home appliance market are likely to succeed, and other countries will not succeed. Because the Chinese consumers have changed, the possibility that the supply side may occur is based on the demand side. A change in the '2018 China Appliance Summit, the famous financial writer Wu Xiaobo said. Changes in consumer demand give the Chinese home appliance market more imagination. It is also in this market context, TCL refrigerator washing machine is unearthing Opportunities, seize opportunities, achieve quality growth, sales target 4.5 million units in 2018.
Zhang Li, general manager of TCL White Goods Division's China Marketing Center, described the situation of the refrigerator washing machine market in the past year with the words “Tortoise”. In the downturn market, Zhang Li has clarified the clear development path of the TCL refrigerator washing machine. 'Quality' is a key word for future growth.
Zhang Li, General Manager of China Marketing Center, TCL White Goods Division
Ice wash market suffers from growth bottlenecks
In 2017, the performance of the domestic washing machine and refrigerator market was not optimistic. According to the data provided by Ove Cloud Network, the overall sales volume of the domestic washing machine market in 2017 was 36.88 million units, a slight increase of 1.4% year-on-year, and the total sales volume was 71.9 billion. Yuan, a year-on-year growth rate of 6.2%. The situation in the domestic refrigerator market in 2017 is even more worrying. The total sales volume of refrigerator products in 2017 was 0.373 million units, which was 0.6% year-on-year. Fortunately, the total decline in sales volume was due to the fact that total sales increased, and the overall amount of RMB 93.9 billion increased by 3.9% year-on-year. The refrigerator industry has been difficult to survive and develop in the past few years. Apart from the fact that demand has been in a state of sluggishness, The soaring prices of raw materials for representatives all brought about exceptionally heavy pressure on the operation of all refrigerator companies in the company. Therefore, only a large number of small refrigerator companies will withdraw from the market in 2017.
The ice washing market has no obvious incremental space. Ovey Cloud Network predicts that the washing machine and refrigerator market will increase by 1.1% and 0.6% respectively in 2018. The narrow market rise channel, how can TCL refrigerators achieve quality growth? It is believed that the pressure of the industry is fair to every household appliance company, and gives two key points to cope with pressure to achieve growth: product breakthrough and refined marketing.
Pollution-free and air-cooled '+' strategy
With the deepening of consumer upgrades, the overall home appliance industry has come to product upgrades. The original brand manufacturers are no longer adapting to the development of the mindset that conveys products to consumers. Insights into the needs of users have led to more market competition for home appliances born in reverse innovation. Force, especially for the refrigerator washing machine industry, which has passed the popularization period, intends to open up a deep space, seize the differentiated layout of the pain point, and there is no short-cut for enterprises to squeeze into the oligarch camp.
Well-known financial writers emphasized: 'We come to re-imagine cars, refrigerators, washing machines, toilet seats, and re-imagining every commodity. These reimaginations are not based on utopia and are based on many real-world technologies and demand-side applications. . '
Since April 2013, TCL Group spent RMB 7 billion to build a high-end ice-washing industrial base in Hefei, Anhui Province. With the focus on the development of smart, efficient, energy-saving and healthy refrigerators and washing machines, TCL's high-end ice-washing business has rapidly emerged. At Hefei Base, TCL's ice-washing industry has begun its transformation and upgrading towards the middle-to-high-end intelligent strategy. In just four years, it has rapidly increased the competitiveness of the entire industry, and truly achieved the Jedi transformation from low to high, from low to high.
From contaminated washing machines, pollution-free water tank washing machines, dust-free barrel-type washing machines to the 'free from pollution +' strategy of 2018, TCL washing machines lead the industry with health upgrades, and create a healthier environment for users. The 'non-fouling home'. TCL White Home Appliances Division washing machine product manager Xing Zhexi said: 'The current pollution-free product is already 3.0, 4.0, 5.0 is being planned.'
TCL White Home Appliances Division washing machine product manager Xing Zhexi
TCL washing machine pollution-free products into 3.0
TCL Washing Machine launched a brand new 'No Pollution +' new product on March 6, using the first low-temperature quick-drying condensing washing and drying machine to achieve 40-minute speed washing and drying, 50-degree low-temperature drying and care, and 12KG large-capacity washing space. , Using motor, blower BLDC dual frequency conversion technology, to achieve 45 decibels quiet washing, speed up to 1400 rpm, support the long-term efficient and smooth operation of the washing machine; plus T-DI intelligent precision automatic delivery system, add a one-time to meet the needs of users in January washing, create Comfortable living space, etc., carried out a full upgrade of the functions of TCL antifouling washing machine.
TCL Washing Machine's pollution-free + strategic strategy is divided into four steps, namely, the implementation of the free pollution product line layout in 2018; the promotion of pollution-free shared washing machines in the campus in 2018; and the stoppage of non-pollutant product R&D investment in 2018; and the production stoppage in 2020. Non-fouling washing machine.
The reasons for the iterative upgrade and confidence of the TCL washing machine for the anti-fouling products are very clear. That is, health is becoming the vane of the development of white electricity. When the National Healthy Lifestyle Action to raise the national healthy lifestyle action to the national strategy, the "Healthy China 2030 Plan Outline" is After the release in 2016, following the Internet industry, the large health industry has become the new engine of the Chinese economy. According to relevant forecasts, by 2021, the market size of China's large health industry will be close to 13 trillion. The huge health industry market will usher in. A round of opportunities for rapid development. Pollution-free solution to the problem of healthy laundry. In terms of refrigerators, TCL advocates the 'air-cooled +' strategy, which combines preservation and health.
TCL White Home Appliances R&D Center Refrigerator R&D Director Liu Zhaolei
Liu Zhaolei, Head of Refrigeration R&D Department of R&D Center of TCL White Goods Division, emphasized that: In 2018, the exclusive AAT Smart Decontamination System of TCL Refrigerator will be fully popularized in 250L or more of new products, from foodstuffs to nutrition, health and nutrition, 100% for all new products. Antibacterial door seals and antibacterial handles are used. By 2020, TCL refrigerators will strive to achieve a healthy refrigerator sales ratio of 70%.
TCL ice wash for health 'home' speed
Fine-scale marketing under multiple channels
At the moment of the rise of young consumer groups, not only changes in consumer demand, consumer behavior is also changing. Zhang Li stated that in the current marketing stage, TCL adheres to more refined marketing, researching consumer demand and consumer behavior. , Through the transformation and upgrading 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.
With the downward extension of consumer channels, the traditional channels of TCL ice wash will further sink. The primary and secondary markets will focus on GOME and Suning. At the same time, in the era of mobile Internet, e-commerce has become the main channel for home appliance sales. The distribution of e-commerce is of utmost importance. With 618, Double 11 and other important sales nodes, TCL ice washing has achieved a lot in e-commerce. In 2017, the sales of TCL's air-cooled refrigerators increased by 332% year-on-year. The year-on-year increase was 252%. TCL Refrigerator Washing Machine still harvested a bumper harvest during the Double Eleven, achieving 210 million sales, an increase of 44% year-on-year; on-sale 2 hours, it has completed 2016 double-all-day sales. With the entire market channel The sinking, Jingdong Gang, Jingdong Store, Village Tao, Suning Yigou Service Station and other layouts in the rural market make the combination of e-commerce and enterprises more obvious. Zhang Li stated: 'TCL Ice Washing's growth performance in Jingdong and Tmall last year It's better, this mainstream channel of the Internet still has to seize. '
Zhang Li also pointed out: 'With the advent of new consumption methods, shared washing machines, the campus market, real estate market is also TCL is concerned.'
TCL Ice Wash also made no contribution to marketing. Whether it was Shakespeare's Don't Get Angry in an annual performance of a happy twister, it sponsored a weekly food/lifestyle talk show, “The Spring, Summer and Winter of Huang Xiaochu”, a TCL CCTV documentary. "Great Power Brands and Lines" started broadcasting. TCL's global creative projection advertisements landed in several cities in six countries including New York, USA, and became the Hollywood Chinese Grand Theater, continuing with Hollywood blockbusters such as "X-Men," "Mission Impossible 5," "Justice League," etc. New ideas for “cultural+entertainment” differentiation and marketing, such as cooperation, renewed the Chinese men's basketball team, handed the NBA team to the Minnesota Timberwolves, signed the global sports marketing model of soccer star Neymar, and TCL Entertainment+sports marketing methods. TCL's brand tone.
With the in-depth transformation of brand rejuvenation, TCL Icewash continues to accurately target its target users with innovative entertainment marketing models and global sports marketing strategies, and gradually promotes users to iterate to create a lively brand vitality. Meanwhile, on the international stage, , TCL ice wash is more differentiated marketing practices the strength of the big country brand.
