'2017 is a very stressful year for the refrigerator manufacturing industry and the entire appliance industry. It can be described as 'commitment'. ' In AWE2018, Zhang Li, General Manager of TCL White Goods Division China Marketing Center accepts China The reporter told reporters during the home grid interview.
Zhang Li, General Manager of China Marketing Center, TCL White Goods Division
Zhang Li told reporters that this was mainly due to the fact that last year's bulk materials for refrigerators, especially black materials, represented a significant increase in prices. 'In 2017, the impact of black materials on the cost of a single refrigerator has reached about 20%, which is far greater than that of the household appliance industry. Conventional digesting space, resulting in some companies that have lost strength and brand power, have suffered losses.
Backed by the strong strength of TCL Group, TCL refrigerator products also delivered a slightly lower transcript year-on-year despite the pressure of the industry (according to the 2017 annual performance forecast released by TCL Corporation, the company's sales of refrigerator products in 2017 A decrease of 4.78%), but compared to the overall performance of the refrigerator industry in 2017, the performance of the TCL refrigerator in 2017 was fairly remarkable.
Multi-dimensional force to withstand the price hike of raw materials 2018TCL ice washing target pointing 4.5 million units
The increase in raw material prices will cast a dark shadow on the development of the refrigerator industry in 2017. By 2018, from the perspective of the price of refrigerators and black and white materials, the trend of raw material costs continuing to rise even higher levels seems to have been achieved. Under such circumstances, how should companies respond to market challenges?
In response to this issue, Zhang Li responded to the report from the State Grid Corporation of China that TCL will strengthen precision marketing to study consumer demand and consumer behavior. At the same time, it will also create continuous profitability by enhancing related services such as user experience. Will build more channels with consumers, seize more opportunities, including product opportunities such as clothes dryers, dishwashers and other new categories, and grasp new sales opportunities such as engineering to increase revenue for us. 'Zhang Li emphasizes, but the most important point in all response measures is that TCL will mainly break through the technology. '2018 TCL is centered on the health of technology and launched a new 'free pollution+' product and integrated variable frequency wind. Cold refrigerator, with high-quality products cut into the market pain points to improve the company's profit margins. '
In addition to making marketing, services, and technology, TCL will overweight sales channel changes and upgrades in the era of 'channels are king.' Zhang Li told reporters that TCL’s channel changes are on the one hand the changes to existing models, and On the one hand, it will also maintain and increase some new sales forms, such as Internet sales, blockchain sales, etc. 'TCL performed better in Jingdong and Tmall last year, third in the industry, fourth position, the future we Will continue to make some new breakthroughs in Internet sales'.
In terms of traditional channels, the current domestic market in the 3rd and 4th levels including the 5th and 6th grades is in an upward trend. According to the statistics, the 3rd and 4th level market channels account for nearly 40% of the TCL ice wash. In the future, TCL will continue to deepen channel subsidence. At the same time, the cooperation with JD.com and Tmall will also be strengthened online and offline, and the new retail strategy will be launched. In addition, TCL is also very concerned about emerging channels. 'There are still many new ways of consumption we are all doing. Said shared washing machines, campus markets, such as real estate market and other functional markets are also our concern.
In overseas markets, Zhang Li stated: 'We hope that white household appliances can achieve an overseas sales ratio of more than 30% through the industrial group's industrial linkage.' He said that overseas sales accounted for 10% of TCL's ice wash. % or so. TCL’s overseas sales accounted for about 40% of the total sales.
The strategic goal announced by Zhang Li on AWE2018 for the company's 2018 ice-washing products is to plan to exceed 4.5 million units of sales in the world and plan to achieve 30% growth year-on-year in the next three years.
Zhang Li is more optimistic about the development of the 2018 white-power market. He believes that there are still many opportunities in the domestic market in particular, and product upgrades bring huge opportunities. 'The 20-year TCL will seize these opportunities to achieve qualitative growth.' Confidence told reporters with certainty.
Research on the washing technology of drum washing machines Direct cooling still has the market or will produce mixed cold products
On March 6th, the day before the opening of AWE2018, TCL held a press conference. TCL Washing Machine released the 'Exemption+' strategy. It is reported that the TCL washing machine 'free from pollution +' strategy is divided into four steps: 2018 Achieve free pollution product line layout; 2018 to promote pollution-free shared washing machines stationed in the campus; in 2018 to stop the non-pollutant product R & D investment; in 2020 to stop producing non-fouling type washing machine.
In a recent interview, Xing Zhetang, Product Director of the Washing Machine Product Center of TCL White Home Appliances Division, explained to reporters the specific connotation of the 'free contamination +' strategy. Xing Zheqi said that 'free stain +' '+' is the product's appearance, capacity and The upgrading of other auxiliary functions. At the same time, in the 'no pollution' technology TCL is also iterating, is now 'no pollution' 3.0, 'no pollution' 4.0, 5.0 plans are being planned, health this technical route TCL will always Go on.
TCL White Home Appliances Division Washing Products Product Director Xing Zhexi
In addition to the further explanation of the 'free pollution+' strategy, Xing Zhexi also analyzed the reporter's analysis of the difference between washing machine washing and TCL's 'no pollution +' solution.
''Eliminating pollution +'' solves the problem of secondary pollution of laundry by the washing machine. Classified washing is to solve the problem of mutual contamination of the clothes during washing of the washing machine. The classification washing solution does not solve the problem of secondary pollution of the washing machine itself. , We believe that the healthiest future is a free sloppy system solution, which can not only solve the secondary pollution, but also have the classifying and washing function. ' Xingzhe said, TCL has now achieved a '1+N' bucket on the Washing Machine. In the barrel washing method, the final form of free filth was achieved. However, TCL has not yet solved the classification washing on the drum washing machine. However, he said that in the drum washing machine in the industry, there are already two sorts of buckets for washing and washing up and down. Partition wash, future TCL will also find a good solution and launch the listing.
At present, driven by domestic consumer demand, dryers associated with washing machines have escalated in China, and companies in the industry have entered the industry. According to Xing Zheyi, TCL will also step-by-step the layout of dryers. 'We will now introduce this category into our sales system. We will continue to collect user feedback in the process, eventually develop our own products, our own products will be in 2018 or 2019, or in other Launched at a suitable point in time. '
In addition to the 'free from pollution +' strategy, at the AWE2018 exhibition, TCL Ice Wash also introduced a one-piece inverter crystal cross four-door air-cooled refrigerator, to implement smart and healthy 'air-cooled +' strategy.
From the perspective of the entire industry, air-cooled refrigerators in 2017 continued to compress the living space of direct-freezer refrigerators. The market share of retail sales of air-cooled refrigerators has reached 63.26%, and the market share of direct-cooled refrigerators has further declined to 34.30%.
TCL White Home Appliances R & D Center R & D head Liu Zhaolei told reporters that the current TCL 250 liters above the volume of refrigerator products are all air-cooled products. Although air-cooled products in the market completely prevail, but Liu Zhaolei believes that the current direct cooling products There is a certain market, follow-up TCL may also produce some wind direct cooling (cold) products, because the direct cooling product is completely disappeared is unlikely.
TCL White Home Appliances R&D Center Refrigerator R&D Director Liu Zhaolei
Under the background of the narrowing or even declining growth of the overall scale of the ice washing industry, the performance of TCL's ice-washing products in 2017 (washing product sales volume increased by 11.5% year-on-year) can be said to have a larger overall increase. Xing Zheyi's TCL product in ice washing The outstanding performance was mainly attributed to the company's own business strategy. 'When the total market volume is relatively saturated, while we continue to grow in the mainstream trend areas such as air-cooling, 'non-polluting +' and large capacity, we have not given up. With regard to the stock market, we have achieved an average level of growth above the market as a whole.