In the era of inventory competition, the speed of product replacement in the refrigerator and washing machine industry is still accelerating, but with the continuous upgrading of the consumption structure, consumers are increasingly sensible and cautious when buying home appliances. This directly leads to a more catastrophic market competition for refrigerator washing machine companies. From the basic pain point of the user to seek product experience upgrades, in order to stay in the competitive market to get a place.
According to AVC's omni-channel push total data, in 2018 Q1 China's washing machine market retail sales reached 16.51 billion yuan, an increase of 8.4% year-on-year, retail volume was 8.224 million units, a year-on-year decrease of 2.1%; the refrigerator market Q1 retail volume 6.56 million units, an increase of 0.5% year-on-year, retail sales of 20 billion yuan, a year-on-year increase of 10.5%. Industry-wide price rises continued, cost pressures persisted, real estate tightened, new home purchases were insufficient, and so on. China refrigerators, washing machines Affected by the industry, especially washing machines, sales of Q1 decreased by 2.1% year-on-year.
Nevertheless, under the stimulation of high growth last year, most ice-washing companies in 2018 still maintained a high level of enthusiasm. Taking the rapidly growing TCL ice-washing brand as an example, in early March, the product brand of the refrigerator washing machine was announced as a 'double-plus' strategic upgrade. In April, he signed the world soccer star Neymar in São Paulo, Brazil, and awarded him the stamp of “Global Brand Ambassador” Status and Responsibility. In and out of the country, TCL’s recent performance of ice-washing has been widely exposed, and its leading smart and healthy life is Planning blueprints gradually come to reality.
From hardware products to wisdom and health, it forced industry competition to upgrade
At present, the service industry has become the largest industry in China's economy. Traditional household appliance manufacturers have been facing the transformation of home service providers for more than 10 years. They have experienced both the pain of short-term growth weakness and the long-lost prospects. Some leading home appliance companies. The road to sustainable development has been found, but there are also a few companies that are still struggling to rely on the profitability of the seller's electrical hardware. It is difficult to get out of the country. With the Chinese home electronics industry's hardware, content, and services platform, the pattern of multi-polar revenues is approaching. In the hope of upgrading the traditional functions and operations of hardware products, how can they adapt to the experience driven by consumer upgrades, and upgrade the high-end market competition?
It must be acknowledged that today's consumers are paying more attention to what kind of enjoyment this product brings to me, rather than the price level. In particular, when buying ice-washed products, it will be 'good or not' from the past. The transition from clean preservation to smart health. Therefore, the “old ideas” of ice-washing companies that previously focused on hardware products have long since fallen behind. The pursuit of “new trends” that brings wisdom and health has come.
TCL has been deeply aware of the pain points of consumer demand for many years, and has long grasped the trend of the market. It is even more unique in the field of health and wisdom ice washing. Take washing machines as an example, TCL is from pollution-free impeller washing machines to contamination-free drum washing machines. Contamination-free barrel-in-barrel washing machine completely solved the secondary pollution of laundry and the cross-contamination between clothing and clothing, and became the founder of the solution of the free-pollution system solution.
This year, TCL washing machine product brand strategy to achieve upgrades, is committed to providing users with 100% free pollution, that is, all-round pollution-free, the whole process of pollution-free and life-long pollution-free. In 2018, TCL washing machine will take the lead to achieve offline products The line will be free from pollution, and at the same time stop R&D investment of non-polluting products, and stop production of non-fouling-type washing machines in 2020, and gradually promote the comprehensive popularization of health care, so that pollution-free + truly become the standard of a healthy life.
In the field of refrigerators, TCL not only pays attention to fresh ingredients, but also focuses on healthy storage. In recent years, TCL refrigerators have been particularly dedicated to solutions that have long hidden health threats in refrigerators. health.
Since this year, TCL has also introduced smart and healthy storage to create intelligent and healthy homes for food storage from outside to inside. The upgraded TCL integrated variable frequency air-cooled refrigerator has an integrated single-control dual conversion technology and can achieve 2-minute quick cooling 1°C. Fresh ingredients are locked, and AAT's negative oxygen ion freshening technology is permanently applied to the entire space to achieve 'dust removal, deodorization, sterilization, and fresh care' as a 360-degree maintenance. Moreover, TCL Refrigerator also upgraded its brand strategy to 'air cooling'. ' In 2018, the AAT Smart Decontamination System unique to TCL Refrigerator will be universally available for new products above 250L, fresh ingredients, nutrition and nutrition from the ingredients, 100% of all new products will carry antibacterial door seals and antibacterial handles; according to the plan By 2020, TCL refrigerators will strive to achieve healthy refrigerator sales accounting for 70%.
TCL refrigerator washing machine accelerates the upgrade of smart health experience by focusing on the user's health pain points, not only brings users unprecedented ice-washing enjoyment, but also pulls the market's focus from the hardware product to the wisdom and health dimension, and forces the industry to compete rapidly towards high-end health. Field upgrades.
Draining from the Domestic to the World, Accelerating the Popularization of Global Smart Health
In the global integrated eco-layout process, home appliance companies with comprehensive strength will choose to turn their sights to more distant international regions. After all, the reality is that the domestic appliance market is difficult to see a large-scale demand outbreak and the 'wolf is less meat' reality. It also forced home appliance companies to go to foreign countries and look for a broader space for growth.
However, in recent years, the 'Made in China' label of the household appliance industry has shifted to the 'China Wisdom Made' name card. More and more leading companies have begun to proactively expand their domestic advantages to the world, thus consolidating their rapidly growing market position in the country. On the accelerated global expansion, TCL ice wash is one of them.
For many years, TCL refrigerator washing machines always adhered to scientific and technological innovation, based on the user's 'healthy' principle, gradually inciting the high-end market in the ice washing industry, accelerating the realization of corner crossing, and occupying a leading position in the domestic ice washing field. Today, TCL ice washing With the Group's overseas R&D, production and sales advantages, we have begun to seek a higher level of growth.
Not long ago, the signing ceremony of TCL and international star Nei Maer caused an industry shock. The representative of TCL Group gave Neymar a seal that symbolized the status and responsibility of the 'Global Brand Ambassador'. Neymar returned the customized signature jersey to the TCL Group. Neymar, TCL's refrigerator washing machine business has seized the opportunity to divert its wisdom and health habits in the Chinese home appliance industry to the world, accelerating the world's smart and healthy life.
In fact, TCL refrigerator washing machines have been quietly cultivating overseas markets, through the model of overseas cross-border marketing, close to the hearts of consumers with the same concept of healthy life overseas. In 2013, TCL became the title sponsor of the Hollywood China Grand Theatre. The theater has cooperated with Chinese companies for the first time since its construction in 1927; then, TCL has cooperated with Hollywood giants such as X-Men, Avengers, Iron Man 3, Mission Impossible 5, and Justice League. , Through entertainment marketing to quickly open the global market; TCL also cooperate with EllenShow, a well-known TV entertainment program in the United States, and participate in the Emmy Award sponsorship together with the IMDB.
In Brazil, Argentina and other football powers, TCL sponsored the Rosario Central team, the riverbed team and sponsored coaches. In Australia, TCL sponsored the Australian Horse Racing Festival for 12 consecutive years. It sponsored the Australian Victory Football Club in Australia this year; , TCL is the official partner of the CBA League, etc. Over the years, TCL has won the attention of hundreds of millions of international young consumers through cross-border marketing. This is the basis for the current popularity of healthy and smart life of TCL refrigerator washing machines. Where
In overseas markets, 'We hope that white goods can achieve an overseas sales ratio of more than 30% through the industrial group's industrial linkage.' Zhang Li, general manager of TCL's white goods division's China Marketing Center said in an interview that sales are currently overseas. In TCL ice washing accounted for about 10%, while TCL's overseas sales accounted for about 40%.
Upholding the concept of health and excellent technical quality, TCL Ice Wash will join forces with Neymar to strengthen the globalization process of TCL appliances, and activate TCL's market potential, effectively enhance TCL's global brand value, and help TCL refrigerators and washing machines. The concept of health advocated by it has gained worldwide recognition.
In 2018, TCL Iced Products announced its strategic goal of planning to exceed 4.5 million units in sales worldwide, and plans to achieve 30% growth year-on-year in the next 3 years. '2018 TCL will seize these opportunities to achieve quality The growth. 'Zhang Li is confident. We have reason to believe that in the deepening of the global market and the industry's high-end competition, the TCL ice wash concept of smart and healthy life will be spread to more families around the world.