On April 17th, Brazil local time, TCL & Neymar launched a global conference in Sao Paulo, Brazil. At the conference, TCL gave Neymar a stamp bearing the status and responsibilities of 'Global Brand Ambassador'. Neimar returned a custom signature jersey to the TCL Group. It was the first public appearance since both parties signed in February. Moreover, TCL full-touch non-fouling type drum washing machine and one-piece frequency conversion crystal cross four-door air-cooled refrigerator are also stunningly present. Its innovative technology has been praised by Neymar.
Neymar is a top star in football today and has many fans all over the world. TCL is in charge of Neymar. The significance for TCL Icewash is very significant. There are two main layers behind it:
Firstly, TCL Icewash is entering an accelerated period of global expansion. In addition to continuing to consolidate market share in Europe and the United States, it is also strategically expanding in emerging markets such as Brazil, India, Russia, and Argentina. TCL Ice Wash and Neymar have undoubtedly joined hands. Will accelerate the globalization process of TCL;
Second, based on Neymar's celebrity effect, it will also bring more attention to the TCL ice wash among young fans at home and abroad, help TCL to establish a more effective connection with the young consumer groups, accelerate the realization of brand rejuvenation iterations, and build globally. Younger, more dynamic brand image.
In-depth exploration of brand youth internationalization
Almost all leading home appliance brands are actively seeking overseas development. On the one hand, the domestic market Red Sea competition, the share of food is more and more limited; on the other hand, international promotion is conducive to the rapid expansion of the brand, is the company in the market more market competitiveness .
TCL’s internationalization road has undergone multiple changes: from the initial overseas acquisitions to the 2015 re-enactment of the brand strategy of “Three Arms Linkage, Brand Leadership, Rooted Markets in Key Market Countries,” TCL has now been established in Vietnam, Poland, Mexico, and Egypt. And factories in Brazil and other places have been established to radiate in Southeast Asia, Europe, North and Central America, the Middle East and Africa, and Latin America. TCL International’s pioneering business cards are constantly being polished.
With the opening up of the Group's internationalization path, TCL Ice Wash naturally also enjoys the fruits of international brand promotion. At the Consumer Electronics Show in Berlin, Germany, debuted at international fairs such as the Canton Fair, TCL Icewash continued to deepen its international perspective. Depth, breadth, and overall high value are continuing to be released.
In the process of international exploration, TCL Bing Xie took advantage of super football IP and sports film and television IP close to young global consumer groups. This time with the football superstar Neymar's appearance in the sports world and home appliance circles set off a great shock, This is a successful attempt to effectively link Chinese traditional brands with international young consumers.
In fact, in addition to Neimar, in September last year, TCL also selected Ma Tianyu, a film and television star with an excellent domestic image, as a global brand image ambassador. He is committed to exploring younger, more communicative ways of communication, building up branded brands and domestic young users. The bridge. Driven by Ma Tianyu, many young consumers know more young and dynamic TCL ice wash, their refrigerator washing machine products are also favored by them.
At the same time, in order to deepen the brand's young internationalization strategy, TCL also accelerated the brand's user iteration through innovative localized marketing. In 2013, TCL became the title sponsor of the Hollywood Chinese Grand Theatre, which was the theater since 1927. For the first time since its establishment, it has cooperated with Chinese companies; since then, TCL has co-operated with Hollywood giants such as X-Men, Avengers, Iron Man 3, Mission Impossible 5 and Justice League through entertainment marketing. Open the global market; TCL also cooperated with Ellen Show, a well-known TV entertainment program in the United States, to participate in the Emmy Awards sponsorship together with IMDB, and continued to narrow the distance between the brand and young consumers abroad.
In Brazil, Argentina and other football powers, TCL sponsored the Rosario Central team, riverbed team and sponsor coaches; in Australia, TCL sponsored the Australian Horse Racing Festival for 12 consecutive years and sponsored the Australian Victory Football Club in Australia this year; TCL is the official partner of the CBA league...
TCL is continuing to deepen the development of the brand's young internationalization. Holding hands on Neymar is only a drop in the ocean.
Excellent products benefit global wisdom and health
Based on the increasing influence of the TCL brand in the global home appliance market, TCL refrigerator washing machines also began to show their prominence in the international arena. Behind the smooth development of the young internationalization of the TCL Icewash brand, it was mainly supported by the absolute support of its refrigerators and washing machines. In the face of the global wave of consumer upgrades, an appliance brand does not have high-quality product output. How can it attract consumers and win the trust of users?
The performance of TCL ice washing in the global market for two years is obvious to all. Its contaminated washing machines and one-conversion variable frequency air-cooled refrigerators bring a double-effect experience of wisdom and health to the global family who pursues quality of life. TCL washing machines are the first to lock users. Laundry pain points, and continuous innovation in technology breakthroughs. From contaminated washing machines, to contaminated drum washing machines, to dirt-free bucket drum washing machines, TCL completely solved the secondary pollution of laundry and clothes and clothing The cross-contamination became the founder of the solution for the free sewerage system, the developer of the non-polluting washing machine standard, and the first professional certifier of the China Light Industry Federation.
In 2018, TCL Washer upgraded its product brand strategy again, focusing on providing users with 100% free filth, ie full range of free from pollution, whole process free from pollution and life-span free of dirt. In 2018, TCL washing machine will take the lead in achieving offline The product line will be free from pollution. At the same time, the R&D investment of non-pollutant products will be stopped. In 2020, non-pollution-free washing machines will be discontinued. This will gradually promote the widespread use of health care, so that it will become the standard for healthy living in the world.
In addition, TCL refrigerators have been obsessively exploring the health threats hidden in refrigerators for many years. They have pioneered the integration of variable frequency air-cooled technology, changed the shortcomings of traditional air-cooled refrigerators, such as direct cooling and slow cooling, large temperature difference, and redefining air-cooling, providing users with the best Food storage solutions. In 2018, TCL refrigerators deepened the needs of users' living materials and storage. Focusing on the technology upgrade of refrigerators, the emphasis was placed on the smart and healthy storage of refrigerator ingredients. Through the AAT Smart Decontamination System, 91.17% of internal storage was eliminated. Space E.coli protects the freshness and safety of ingredients and provides families with comprehensive health care.
In conjunction with the brand strategy of 'Free Pollution+', TCL Refrigerator also introduced the 'Air Cooling+' strategy. In 2018, the TCL Refrigerator's unique AAT Smart Decontamination System will be fully popularized for new products above 250L, from the lock of ingredients. Fresh and healthy nutrition, all new products are equipped with anti-bacterial door seals and anti-bacterial handles; 100%; According to the plan, by 2020, TCL refrigerators will strive to achieve healthy refrigerator sales accounted for 70%.
TCL refrigerators and washing machines in the brand's new upgrade, no doubt open up its globalization, young development paved the way for the international youth brand to explore no worries. And international technology research and innovation and feedback TCL ice wash product innovation , Bringing a Better Health and Wisdom Experience to Global Users.
Up to now, TCL has 26 R&D institutions, more than 10 joint laboratories, and 22 manufacturing bases in the world. Product technology has become an undisputed global technology leader from previous followers. Based on this, TCL has been It has also become an international company that realizes globalization of products, design, R&D, manufacturing, sales and other dimensions. Thanks to the strength of the vertical integrated industrial chain and the deep layout of the comprehensive industry, TCL Ice Wash Brand Logo is full. Sparkling the glorious rise of 'Chinese intellectual creation'.
Written at the end:
The global ice-washing market in 2018 is still looking forward to. The total omni-channel data from AVC has shown that in 2018, the retail sales of the Chinese washing machine market reached 16.51 billion yuan, an increase of 8.4% year-on-year; the retail sales in China's refrigerator market were 200 Billion yuan, a year-on-year increase of 10.5%. This year, TCL icewash signaled with the in-line soccer star Neymar, will continue to open up the international market, compete with the top international brands, and upgrade the refrigerator, washing machine products, wisdom and health Every young consumer and every family that is passed to the world!