Unlike the air-conditioning industry's 'Reliance on the Heaven', the refrigerator market is full of enthusiasm, but despite being comfortable and comfortable, companies have not forgotten peacetime. Among them, the domestic home appliance giant TCL has relied on years of precipitation in the refrigerator sector. Gradually become the backbone of the industry, and a really real product stunning consumers, to prove their own strength.
In the first quarter, the quantity will increase. The refrigerator market will eat 'centering pills'
According to AVC's omni-channel push total data, Q1 China's refrigerator retail market totaled 6.56 million units in Q1 in 2018, an increase of 0.5% year-on-year, retail sales of 20 billion yuan, a year-on-year increase of 10.5%. The stable performance gave the refrigerator market confidence in 2018. According to the industry online data, TCL Refrigerator increased by 16.1% in March 2018;
Of course, some people in the industry believe that intensive promotions have overdrawn some of the demand ahead of schedule, and the market is still grim in the second half of the year.
In this regard, Wang Xianju, general manager of TCL White Goods Division, expressed a similar view. 'Whether it is an increase or decrease, there will not be much change in the sales volume of the domestic refrigerator market, and the sales growth trend is relatively certain. '
The editors believe that, no matter what, expanding market channels and innovating industrial technologies are the 'matchable techniques' for gaining share. According to the Ove Cloud Network omni-channel representation, from January to April 2018, retail sales in the country’s first- to third-tier markets declined year-on-year. 2.1% of the total retail sales in Guangxi, Henan, Jiangxi, Ningxia, Shanxi, and Xinjiang increased by 10.8%, 6.2%, 12.1%, 10.5%, 7.0%, and 14.9% year-on-year, respectively. The retail sales in rural areas increased year-on-year. In the case of 5.8%, the retail sales in the townships of Fujian, Guangxi, Guizhou, Hunan, Jiangxi, Inner Mongolia, Ningxia, Shandong, Shaanxi and Tianjin increased by 17.6%, 9.1%, 16.0%, 9.6%, 24.2%, and 16.6%, respectively. 51.3%, 10.6%, 12.9%, 11.8%. JD.com's published data also show that from the perspective of market-level sales, sales in the fourth, fifth, and sixth-tier markets continued to increase, and sales maintained a higher year-on-year growth rate. .
The significant sinking of market channels gave new directions for the development of enterprises. In addition to the layout of new retail enterprises such as Jingdong Ali Suning Gome, the mainstream refrigerator companies also accelerated the layout of the third and fourth tier markets and began to establish specialty stores. Among them, TCL The refrigerator not only seizes the mainstream channels of the Internet, such as Jingdong, Tmall, etc., but also continues to consolidate traditional channels, sticking to the 40% or 40% market, and sinking to the 5/67 level market.
In addition, although TCL's overseas market accounts for a relatively low proportion, 20-30% of the space can be improved. This is a market for TCL to be washed out this year and in the future. It is worth mentioning that TCL also pays attention to The development of new channels, such as shared washing machines, campus markets, etc., although there is no mention of refrigerators, the TCL shared refrigerators may be seen in the office area. Employees can bring their lunches into the refrigerator for insurance, especially Summer, very healthy and important.
Not only is the overall layout of market channels, but also in terms of product technology innovation, TCL refrigerators are not slack in the end, leading to differences in breakups. It is understood that TCL not only pays attention to the freshness of ingredients, but also focuses on healthy storage, especially for long-term Hidden health threat solution in the refrigerator to one-piece inverter air-cooled refrigerator innovation to achieve partitioned storage protection for health.
In addition, this year TCL has also introduced smart and healthy storage to create smart and healthy homes for food storage from the outside to the inside. With its intelligent air-cooled and frost-free technology, it quickly creates even storage space for ingredients and achieves 2 minutes of rapid cooling 1°C. , Fresh ingredients are locked in. The permanent AAT negative oxygen ion rejuvenation technology in the entire space provides dust, deodorization, sterilization, fresh care as a whole 360-degree maintenance of food ingredients, achieving a water retention rate of more than 90% for 7 days for fruits and vegetables. Natural taste of ingredients.
Therefore, not surprisingly, TCL refrigerator won the '2017-2018 refrigerator industry smart health brand', new product 'BCD-490WBEPF2', 'BCD-480WEPZ50' won the '2017-2018 annual integration of variable speed lock technology innovation Stars' and '2017-2018 AAT Smart Star Innovation Technology Innovation Star', mad at three awards.
According to analysis in the industry, TCL refrigerators tap users' needs and consumption pain points to accelerate the upgrade of smart experience. This not only brings users a good product experience, but also represents a perfect display of strength. It is also a source of power for leading companies in the industry.
618 hit the World Cup TCL refrigerator fire
On June 1, as the first day of the big promotion in 618, TCL's sales across the entire network exceeded 200 million! It has increased by 68% year-on-year! Domineering ushered in a good start. The above-mentioned award-winning new 480L double-frequency cross cross door refrigerator BCD -480WEPZ50 became the new darling of this promotion. 'AAT's negative ions are like keeping fresh foods in the refrigerator, which brings a forest-like freshness. 'The TCL manager said.
Not only is the technological innovation leading, TCL refrigerators are also active in cross-border marketing. The upcoming 2018 Russia World Cup will become the target of Chinese home appliance manufacturers. In February, Neymar, a star with top football traffic stars, became the global brand ambassador. , With TCL refrigerator washing machine strong hand.
According to a report by Russia’s Tass News Agency, the World Cup official market research organization polls show 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%, even more than the host. , Including the refrigerator, including the TCL full range of product offers a lot, the full reduction, explosive burst in June just around the corner.
Industry insiders analyzed 'unprecedented enthusiastic fans, purchasing power in the context of consumer upgrades, convenient online shopping environment, and increasingly good store shopping experience. It can be said that both the people and the equipment are ready, whether it is the size of the overall home appliance market or the online shopping market. This car has brought great opportunities.
In fact, for cross-border marketing, TCL Refrigerator became the title sponsor of the Hollywood Chinese Grand Theatre as early as 2013, and later collaborated with X-Men, Avengers, Iron Man 3, and "Mission Impossible 5", "Justice League" and many other large pieces laid the foundation for opening up the international market. Moreover, Ma Tianyu and TCL have recently joined forces with fans to verify the frontier black technology of TCL refrigerators. At the scene, Ma Tianyu challenged them. Mango is yolk's molecular cuisine practice, he skillfully opened the TCL refrigerator, took out the mango, fully stirred the mango juice, began to start the 'mango yolk'. The host revealed that this mango cooking food has been stored in the refrigerator three Day, still fresh as ever, let live fans cry.
'The future belongs to young people'. Yes, the youth strategy is imminent. Cross-border marketing itself is to attract consumers. As the main force of consumption, the post-80s nature is the key marketing target. Of course, rather than marketing, it's better to say It is to change the law to please users, because consumers like, that is, companies like, consumers are young, the strategic layout of the company must be younger. Everything is guided by the needs of consumers, and in-depth research and innovation, is TCL The refrigerator has always adhered to the basic guidelines.