At present, the overall popularity of the refrigerator washing machine market is relatively high, and the market increase is more from the just-needed replacement of consumers. Especially in the wave of quality consumption upgrade, a healthier, smarter new electrical life is being pushed onto the highlands and healthy. Fresh-keeping, AI-Intelligence and other ice-washing products shine. Focus on the direction of healthy quality development, Who can stand out in the limited incremental space?
Poor start in 2018
In 2018, the footsteps of the ice industry have entered into April. The new sales season for the ice washing industry is approaching. Affected by factors such as high cost prices last year and tightening real estate policies, the performance of the ice-washing market has been sluggish. In 2018, as a new sales cycle, Ice-washed companies are seen as the key year for turning losses into profits. However, in the off-season in January-February 2018, the overall performance of the ice-washing market remained unsatisfactory.
According to industry online data, in January-February, the cumulative production of refrigerators was 9.17 million units, which was -10.1 percent year-on-year; 9.91 million units were sold, -3.7% year-on-year, 5.93 million units were sold domestically, a year-on-year rate of -7.5%; Million units, +2.2% year-on-year; sales of 10.5 million units, +6.4% year-on-year, 7.39 million units sold domestically, +7.6% year-on-year. Notice that the washing machine growth has a Spring Festival base number. The integrated refrigerator market found that the sales volume of ice-wash sales was weak, but both The price still maintained a large upward trend, in which the average retail price of refrigerators maintained a 15% increase.
Obviously, the domestic market has already reached the ceiling, and the overall growth of the ice-washing industry this year is not large. However, there are also industry insiders that the ice-washing industry still has two major opportunities: First, the product structure upgrade boosts growth; Second, the industry concentration There is still room for improvement. Moreover, in terms of actual costs, since the beginning of the year, the prices of raw materials have gradually declined. Copper, aluminum, and steel have dropped by 7%, 11%, and 10% respectively from their previous highs. Last year, the prices of black materials that soared last year are lower than last year's prices. The monthly high is even 51% lower.
Therefore, in the context of rising prices and falling costs, ice-washing companies are expected to create a scissor-cutting effect this year, which in turn will drive the industry’s profitability to recover. This is reflected in the fact that brands that take the lead in seizing consumers’ minds will come to the fore and enjoy more. High market dividends. Undoubtedly, China's ice-washing industry leader - TCL Icewash brand-new upgrade of the 'double +' brand strategy, for hundreds of millions of families to create a perfect health home.
TCL stands on a new starting point
At the beginning of March, TCL Ice Wash released a brand new and upgraded product brand strategy, washing machine from free pollution to pollution-free +, to create 100% free pollution health care for users; refrigerator from air-cooled to smart and healthy 'air-cooled + ', To create a full chain of healthy life out of wisdom. Around the 'double +' brand strategy, TCL Bing Bing stood on the new starting point of the next cycle, to upgrade the access road through consumer demand, open a new 'solution pain' journey.
More importantly, TCL's 'double +' brand strategy is not only an upgrade of the brand strategy, but also a Jedi upgrading of product technology.
First, rely on pollution-free technology, to create 100% free pollution health care. TCL pollution-free washing machine brand new upgrade 'free from pollution +' core product technology, to provide users with a full range, the whole process, life-span of the pollution-free system. Using the first low-temperature quick-drying condensing washing and drying machine, double-layer high-efficiency metal condenser, achieving 40 minutes speed washing and drying, 2 shirts 40 minutes fast washing and drying, ie quick-drying; achieve 50 degrees low temperature drying protection, even Wool, down, silk and other materials can also achieve exquisite drying and care. Let laundry drying is no longer difficult in fast-paced life.
In addition, it has a 12KG large-capacity washing space, which can meet the needs of a large number of laundry for the whole family at one time, meets the needs of modern families in multiple dimensions, and uses electric motors and blower BLDC dual frequency conversion technology to achieve 45 decibels of washing mute, with a speed of up to 1400 rpm, and efficient operation. Smooth, lasting 20 years of power use; T-DI intelligent precision automatic delivery system, 1.2 liters of large washing capacity, once added to meet user needs for washing in January, to create a comfortable living space. TCL washing machine is creating a healthier and smarter for the user No pollution home.
Secondly, relying on air-cooled technology to create a full-chain full-scale smart and healthy life. TCL Integral Frequency Conversion Air-cooled Refrigerator uses multiple air-cooled + technology and integrated control of dual-frequency conversion technology to quickly create a uniform storage space for ingredients and achieve 2 minutes speed Cold 1°C, locks fresh ingredients; uses AAT Negative Oxygen Ion Fresh Technology to provide dust, deodorization, sterilization, and fresh care for 360-degree curing of food ingredients, achieving 70% water retention for 7 days for fruits and vegetables Above; equipped with smart air-cooled, frost-free and fresh-keeping technology, providing constant temperature and humidity space for food ingredients, combined with large space partition storage, achieving wet and dry zoning, 3°C mother-to-infant area, -1°C temperature lock, fresh wine tea health care Products special food storage area, so exclusive, more professional.
At the same time, it is also the first to achieve antibacterial class 1 silver ion antibacterial handle, antibacterial rate of 99%, and the use of anti-mildew grade 1 antibacterial door seal, Escherichia coli, Staphylococcus aureus sterilization rate as high as 99%, to achieve the refrigerator outside Space health management; Inside the refrigerator, 91.17% of the internal space E. coli is removed through the AAT Smart Decontamination System to protect the freshness and safety of ingredients. From the fresh food storage to the health of the family, TCL Refrigerator continues to promote the smart health of products. Transformation, the refrigerator will be a real health preservation library.
Behind the brand strategy upgrade
TCL ice wash brand new 'no pollution +' and 'air cooling +' product brand strategy upgrade, it is precisely the background of consumer upgrades, China's home appliance appliance brand from a higher level, to create a new microcosm of quality lifestyle for the user. , highlights three meanings:
Firstly, the customer's needs are always at the core. In healthy laundry, the fact that traditional washing machines are filthy is shocking; in terms of healthy freshness, the interior of the refrigerator, the corners where ingredients are stacked, and the storage time period are all Bacteria erode, and the longer the storage time, the greater the harm of erosion. This invisible health hazard has been plagued users. TCL Ice Wash uses user needs as the driving force to gain deep insight into user pain points, and through continuous technological innovation, including The pollution-free and air-cooled technologies solved these stubborn diseases one by one and added more experience modes to the basics of healthy laundry and preservation, completely subverting users' traditional product enjoyment.
Second, always adhering to the concept of pragmatic innovation. Over the years, TCL ice washing has been adhering to a pragmatic and innovative brand concept, focusing on user needs, step by step to achieve product technology update iterations. This year's latest release of 'no pollution +' and wisdom Healthy 'air-cooled +' new products, its core health intelligence, practical scenarios, and experience of human-oriented innovative ideas, once again allow users to experience the new technologies brought about by the health of smart appliances, this is the soul of TCL ice washing continues to move forward Where
Thirdly, we have always practiced the heart and mission of the big country brands. TCL forged a big brand in 37 years and underpinned by the industrial spirit of “strengthening the backbone of China’s economy”, the development from TV business to today’s global smart product manufacturing and Internet application services. Empire Group. In the continuous transformation, TCL has always adhered to the big country brand mission, and was clearly reflected in the ice wash subdivision business.
Concerned about healthy life, TCL Ice Wash actively involved in related technology innovation and R&D. In 2016, TCL Contamination-free Washing Machine pioneered the era of contaminated laundry. It launched the Contamination-free Washing Machine, Non-fouling Type Drum Washing Machine and Contamination-free barrel-in-barrel washing machine. Resolved the problem of the secondary pollution and clothing cross-contamination between the Washing Machine and the drum washing machine, and then bid farewell to the secondary pollution of the laundry. TCL insists on the needs of the era of health with technological innovation, and dares to dare to dare to insist The entrepreneurial spirit continues to practice the initial heart and mission of the big country brand.
The current overall sales performance of the industry is normal. Ice-washing companies must use product upgrades to trigger consumer renewal, and leading high-end health companies such as TCL are expected to continue to outperform the market this year and upgrade to users through brand strategy. Create a perfect health home. New starting point, new challenge, TCL ice wash is already on the road...