For the home appliance market, different years have different performances, but in order to be better every year, household appliance companies will often increase their horsepower to overcome uncertainties and push forward. Last year, cost increases, property policies tightened and other complex conditions Directly affected the performance of the home appliance market throughout the year, even more forced by 2018, most home appliance brands will intensify their efforts to develop new products, and take active measures such as promotional activities to achieve an overturn.
Instead of catching up with the wind and luck, it is better to plan early. TCL refrigerator washing machines have been carefully laid out for many years, finally ushering in a great opportunity for rapid growth and even cornering overtaking in 2018. As we all know, for refrigerator washing machine companies, 2018 is not only a sports major, but also healthy. The Da Nian is a year of steady growth. The brands that are associated with these three outlets will undoubtedly be the first to win high growth opportunities.
Steady years of growth: Space is limited, still rising
The development of the refrigerator washing machine market in China has been very mature so far. Although the growth rate shows signs of slowing down, it still continues to grow. The forecast data of AVC predicts that the refrigerator market in 2018 is expected to have a retail volume of 33.96 million units. The year-on-year increase was 0.6%; the washing machine sales volume will reach 37.3 million units, an increase of 1.1% year-on-year.
The incremental space for this year's ice-washing market is not obvious, but steady growth is positive. Plus the need for domestic ice-washing upgrades will bring tens of millions of demand to the refrigerator washing machine market. What's more, in 2018, The first year of the end of the product cycle of home appliances to the countryside policy, a new wave of upgrading is in the refrigerator, washing machine market brewing.
In addition, based on last year's experience, the sales of online channel ice-washing products soared. The sales volume of washing machines across the entire network reached 14.72 million units, an increase of 31.7% year-on-year, with sales of 21.3 billion yuan, an increase of 38.6% year-on-year; the overall scale was in 2017. The declining refrigerator market was also successfully counter-attacked online, with sales of 12.23 million units, a year-on-year increase of 28.1, sales of 23.1 billion yuan, an increase of 37.6% year-on-year. Refrigerator washing machines achieved a leapfrog growth in the e-commerce platform. This is 2018. The market growth brought more imagination space.
The growing market environment will provide more convenience for brands such as TCL Icewash to fight in 2018. All refrigerator and washing machine companies will enjoy this bonus and compete in a unified and equal competition.
Year of the Sports: A World Cup, amplifying the value of IP traffic
In fact, compared to the steady growth of the market, in 2018, the World Cup, Asian Games and other major sporting events are about to open. In 2018, it is even more impressive, especially as the day of the 2018 Russian World Cup begins to get closer, and there is no smoke-free sports marketing. The smell of warfare grew stronger.
At the moment, the top 32 teams participating in the World Cup have successively announced their lineup. The fans' enthusiasm around the world has been successfully ignited. This summer belongs to the Green Football Stadium. According to news from the Russian News Agency, the World Cup official market research organization poll shows that 84% of the Russian people will watch. The World Cup, In the same survey, Chinese people watched the World Cup as high as 87%, surpassing the host. The Chinese fans’ attention to the World Cup was unprecedented, bringing huge opportunities for the domestic appliance market.
The current World Cup, Brazil, France, Argentina, Spain and Germany are all popular teams. Among them, Brazil, which regained the World Cup championship after 16 years, made the fans even more worried. The Brazilian team entered the critical period of old and new, this session is mainly With the young players headed by Neymar, Jesús and Coutinho's new Big Three, they are extremely destructive. Among them are the Neymar kings who are expected by the fans to return to the World Cup for revenge.
The more exposure of the top soccer superstar Neymar in the World Cup will undoubtedly bring more traffic to the TCL refrigerator washing machine. On April 17, 2018, TCL signed Neymar as the global brand ambassador to accelerate the globalization process. TCL Ice Washing through the card position of international sports IP hotspots, the experience of passion for football will reach high popularity in Europe, South America and even the world, effectively improving the value of TCL Icewash brand.
Of course, TCL refrigerator washing machines are not just sports marketing in sports years. It is not the first case that the TCL refrigerators and sports are linked. After sponsoring the China Football A-Class League in 1994, TCL began a sports marketing trip. Since then, Lang Ping has been established. The Foundation sponsors the Chinese Women's Volleyball Team, sponsors the Australian Open Tennis Championships, has worked with the Chinese Men's Basketball Team/CBA for nine consecutive years, and TCL continues to dig deep into sports marketing.
In the international arena, TCL has sponsored the Golf European Tour four times in a row. Over the years, it has sponsored the European Football Club and cooperated with popular events such as Australia/Thailand/India. The distribution of sports marketing has continued to spread from the inside out, constantly tempered with the TCL brand. Sex. TCL hopes that through basketball and football's passionate, fun-filled experience and brand rejuvenation, sports elements will become an important entry point for this veteran company to enter the young people's market. This is also the case of TCL's ice wash. In 2018 this sports year, the key to getting more market traffic.
Health Year: Upgrading consumer demand, unstoppable
For all refrigerator-washing companies, 2018 is the undisputed 'healthy year'. With the continuous increase of GDP per capita, consumption is escalating, and the focus on health of ice-wash products has become an urgent demand in the current market. Health has become a consumer. One of the core keywords for the pursuit of a beautiful and exquisite life. In particular, when the healthy lifestyle of the entire people is improved to the National Strategy of the 2030 Plan of Healthy China and released in 2016, health will bring new products to the ice-washing market this year. A round of rapid development opportunities.
Seizing the demand for health promotion is the leading goal of the leading refrigerator washing machine companies. With the TCL ice wash as a leader, as early as the first half of the year, it began a new strategy of 'health promotion', in which the TCL washing machine eliminates pollution and solves the problem of healthy laundry, and this year will be the product brand. Upgrading to “free of pollution +” is mainly divided into four steps, namely: the implementation of the free pollution product line layout under the line in 2018; the promotion of pollution-free shared washing machines in campus in 2018; and the stoppage of non-pollution-free product R&D investment in 2018; Stop producing non-fouling washing machines in 2020.
TCL washing machine introduced in March a new 'no pollution +' new products, using the first low-temperature quick-drying condensing washing and drying machine, to achieve 40 minutes speed washing and drying one, 50 degrees low temperature drying protection; using the motor, fan BLDC double frequency conversion technology , 45dB quiet washing, speed up to 1400 rpm, support for long-term efficient and smooth operation of washing machine; plus T-DI intelligent precision automatic delivery system, one-time addition to meet user needs for washing in January, etc., in-depth upgrade of TCL antifouling type washing machine .
In the field of refrigerators, TCL advocates the 'air-cooled +' strategy, which combines organic preservation and health, and strives to create nutritional wisdom for food ingredients. It creates a full-scale smart and healthy home for users. It is understood that the 2018 TCL refrigerator The unique AAT Smart Decontamination System will be fully popularized for new products above 250L. Fresh ingredients, nutrition, and nutrition will be kept fresh. 100% of all new products are equipped with antibacterial door seals and antibacterial handles; by 2020, TCL refrigerators will strive to achieve healthy refrigerators. Sales accounted for 70% of sales.
Upgraded TCL 'Air-cooled+' new product, the first integrated control dual conversion technology, with smart air-cooled frost-free technology, can achieve 2 minutes quick cooling 1 °C, to provide food with the best temperature, humidity exclusive storage space, alone Some full-time permanent self-releasing AAT negative oxygen ion rejuvenation technology to achieve a 70% lock rate of fruits and vegetables for 7 days; providing dust, deodorization, sterilization, fresh care as a whole 360-degree maintenance, fresh air-cooling +Technology, make the fresh-keeping part to the extreme, and retain the natural juice of the ingredients.
In addition to sterilization, TCL Refrigerator introduced innovative antibacterial materials and smart sterilizing technology, and took the lead in the industry to achieve a mild antibacterial silver ion antibacterial handle with an antibacterial rate of 99%. , Staphylococcus aureus sterilization rate of up to 99%, to achieve the external space of the refrigerator's health management; inside the refrigerator, through the AAT intelligent sterilization system, remove 91.17% of the internal space of E. coli, protect the freshness and safety of ingredients, for the family Provides thoughtful health care.
In line with the healthy years, TCL refrigerator washing machines strategically upgraded the brand of products to create a healthier home for consumers with more professional and more systematic solutions. In fact, around the health of refrigerator washing machines, TCL has spent 70 dollars since April 2013. Billion yuan in Hefei, Anhui to build a high-end ice-washing industry base, focusing on the development of 'health, smart, efficient, energy-efficient' refrigerators, washing machines, TCL ice wash will embark on a journey to create a healthy lifestyle.
In the past five years, from contaminated washing machines, washing machines with pollution-free water-tight cabins, barrel-type washing machines with pollution-free classification, and then to the “free from pollution +” strategy this year, TCL washing machines have always stood for the health promotion and led the industry. To create a healthier 'dirt-free home'; TCL refrigerators continue to promote the health revolution in the kitchen area through the unlimited upgrade of integrated air-cooled refrigerators.
In conclusion, the “three-way positives” in 2018 is not only a year of steady growth, but also a great year for sports. It is also a year of upgrading health. It is in the sports and health sectors that TCL refrigerators have long been deployed. Opportunities to catch up with the preponderance collision period are expected to release a wave of powerful growth this year. Obviously, this is not a coincidence. It is a reflection of TCL's future visions and future development trends. It is a reflection of its precise grasp. It relies on the TCL Group's multi-year market. Experience, cumulative results of marketing experience.
For 2018, TCL has full confidence in ice-washing: to explore opportunities, seize opportunities, achieve quality growth, and achieve a sales target of 4.5 million units in 2018. The opening of the Chinese Grand Ceremony in 618 will come soon, and TCL's refrigerator washing machines will not 'wait and burn ahead'. The maximum discount of 1,000 yuan was placed on the order, and the promotion of the mid-618 sales frenzy was initiated. From scratch, from low to high, the TCL refrigerator washing machine business achieved a Jedi transformation. I believe that in this year's 'triple favor' leadership, TCL ice wash also Will improve the competitiveness of the overall industry faster, subvert the traditional established brand competition.