In the first half of 2018, in the overall poor performance of the kitchen appliance market, TCL kitchen and toilet still maintained explosive growth. It is understood that in the first half of this year, TCL kitchen and bathroom sales increased by more than 100%.
On June 21st, TCL Kitchen and Bath held a national investment blasting kick-off meeting with the theme of 'Zijin Zhi'.
After two years of rapid growth, TCL kitchen and toilet did not slow down, but pursued the victory and accelerated the pace of channel construction. On June 21, at the Nanjing Half-Manor Resort Hotel, TCL Kitchen and Bathroom held a meeting with 'Zijinzhi巅' The theme of the national investment blasting kick-off meeting.
Group empowerment, brand advantage further emerges
At the meeting, Mr. Tang Huaiyu, General Manager of TCL Home Appliances (Zhongshan) Co., Ltd., said, 'With the development of TCL's kitchen and toilets, TCL Group is paying more and more attention to the kitchen and toilet business. This year's TCL Kitchen & Bath Group Listed as the main category of TCL Health Appliances. '
TCL Home Appliances (Zhongshan) Co., Ltd. General Manager Mr. Tang Huaiyu
Mr. Sun Wei, Marketing Director of TCL Household Appliances (Zhongshan) Co., Ltd. also said that with the continuous improvement of the company's terminal network coverage and profitability, the Group has seen the potential of TCL kitchen and bathroom and began to increase its support. 'TCL sponsored CBA has already appeared in the water heater advertisement, which was not available before. The advertising elements related to Ma Tianyu and Neymar have also been fully applied to the kitchen and bathroom sector. In the future, TCL kitchen and toilet will be able to promote more and more elements. This is enough to illustrate TCL kitchen and toilet has already had its own place in the entire TCL Group, which is the result of our efforts for more than two years.
Mr. Sun Wei, Marketing Director of TCL Household Appliances (Zhongshan) Co., Ltd.
In addition to the investment in brand promotion, TCL also spares no effort in product research and development investment. It is understood that in order to further enhance the competitiveness of products, TCL plans to invest 30 million to purchase various types of products such as electrical testing, gas testing and other professional equipment, and build experiments according to standards. base.
In addition, TCL Kitchen & Bath also provides a full range of support and services for product agents, channel development, scale customization, promotion assistance, etc. to help customers grow. 'This is the advantage of cooperation with brands, and the future with brand cooperation. ' Mr. Sun Hao said.
With the upgrading of the brand, TCL's kitchen and high-quality products have also been increasingly recognized by the market. Ms. Chen Li, the TCL kitchen and kitchen agent in Liaoning, said in an interview with Aiken Power Grid that, 'In the trend of consumption upgrades, consumption More and more attention to brand, quality. TCL as a big country brand, there is still a certain position in the minds of consumers. In 14 prefecture-level cities in Liaoning Province, more than 90% of terminal stores can see TCL kitchen and bathroom appliances Figure. '
Ms. Chen Li, the general agent of TCL Kitchen and Bath in Liaoning
Introduce third-party platforms to accelerate investment
In order to better guide major agents in attracting businesses and helping them to expand their markets, TCL Kitchen and Kitchen invited third-party platforms—Leader Chao and Gaobiao Consulting, to engage in joint investment promotion for agents. Linkage promotion activities guide.
It is understood that Founded in 2010, Leading Planning is the most influential brand in the pan-home industry. It has served hundreds of well-known brands in the industry. Beijing Gaobiao Consulting Co., Ltd. is also a professional dedicated to channel research. Marketing planning company with practice.
Agent experience TCL hood products
“In the past, our own team relied solely on our own team to attract investment. However, with the increasing number of sales outlets, the team has taken more and more considerations, and the investment activities have been carried out. The team’s thinking has also reached a certain bottleneck. We hope to rely on third parties. We will introduce new ideas and new ideas to assist us in continuing to speed up the process of recruiting retail end-users and promotions. ' Mr. Sun Yan said.
According to Mr. Sun Wei, before formal cooperation with third-party platforms, the company has already tried in four prefecture-level cities in Guizhou, Hubei, Shandong and Henan, respectively, and invited investment and blasting of provincial cities and investment in prefecture-level cities. And blasting, the effect is quite good. Ms. Yang Zhanli from TCL kitchen and toilet agent in Luoyang said that her team has increased from 3 to 20 people through a linkage blasting promotion of 3.24. The sales performance of the month is 3 months earlier. It adds up.
After the trial, TCL kitchen and toilet summarized and planned the activity, and divided it into two parts in the country and handed it over to two third-party companies. I believe that with the assistance of third parties, this year's TCL kitchen and bathroom channels Construction and terminal sales will be in full swing.
The development momentum is strong, and investment is still the main theme.
In the view of Mr. Sun Wei, the explosive growth of TCL kitchen and bathroom in the past two years depends on the development of retail terminals. 'In January 2016, TCL kitchen appliances officially started operation. We have doubled the performance in two and a half years. At the end of this year, it is expected to reach a scale of 500 million yuan. Behind the growth in performance, the number of our agents and retail outlets continues to increase.
TCL Kitchen Billboard with Neymar Elements
Mr. Sun Hao believes that in this era of today, the channel is king, and the view that the terminal is king is still not outdated. 'Investment promotion is still the focus of TCL's kitchen and toilet work this year, next year and in the following years. The investment promotion I am referring to does not mean the recruitment agency. Business, but to help agents recruit more retailers. Because all products are inseparable from the terminal retail.
With the arrival of consumption upgrades, the iteration and upgrade of consumer demand will promote the development of the kitchen appliance market, especially in the vast third- and fourth-tier markets. With the progress of urbanization, the industry market prospects will become larger and larger. TCL kitchen and bathroom development is only two or three years, but behind it is a billion-dollar enterprise, which has unique advantages in product technology strength and brand. Therefore, what we need to do is to continue to implement the ideas of the previous two years. Increase retail customers, increase retail terminals, increase the chances of our products meeting consumers. ' Mr. Sun Wei finally said.
