The 20th cold year smart new product launch event of TCL air-conditioning theme is 'everything of Zhixiangjia' will be held on July 18th at the Zhuzhong Art Museum in Beijing. It is not known what new products will be unveiled at this conference. However, starting from July 10th, TCL air conditioners have begun to promote the 'i涟' series of product crowdfunding for channel distributors. The layout of TCL air conditioners for the new year market once again is at the forefront of the entire industry.
Last year, the production and sales scale climbed to tens of millions of sets of TCL air conditioners. It is enough to be amazing. Although the demand resources of the air conditioner industry at home and abroad are not as abundant and abundant as the previous year, the TCL air conditioners based on the production and sales scale of 10 million sets are It is still able to show strong growth momentum, and the key to supporting the steady progress of TCL air conditioners is that they have invested in resources in the past few years.
The i涟 series cabinet machine is the concentrated expression of TCL air-conditioning product guiding strategy in 2018. It also fully demonstrates the more popular explosive mode of the whole household appliance industry. However, TCL air conditioning not only implements the explosive thinking in the terminal retail, i涟 series Since its listing in the middle and late June, it has reached 20,000 sets of shipments, which has won unanimous praise from the market. On July 10, it also detonated the offline channels with innovative crowdfunding. It is reported that as of today, i涟Crowdfunding has Achieved 80,000 sets of orders, the final data will be officially announced at the 18th conference. No matter how the industrial environment changes, the product is always the core link between the enterprise and the user, TCL air conditioner knows this.
Product innovation results enter a stage of concentrated outbreak
The current technological evolution and consumption patterns faced by the air-conditioning industry are much more complicated than before, and the requirements for individualization and segmentation demand are intensifying. The deconstruction of the mobile Internet to the various links of industry production and marketing, the technology brought by the Internet of Everything and AI Change, while broadening the technological innovation path of air-conditioning products, it also makes it difficult to form a match between enterprise product development and user demand.
TCL air conditioners are more long-sleeved in such a complicated technical environment. In the air-conditioning industry, TCL air conditioners, which have been deeply deposited for 19 years, are one of the most emerging companies in the same brand. At the end of April last year, TCL air conditioners proposed The new 'Air Conditioning+' strategy introduced six new smart air conditioners including kitchen air conditioners. In March of this year, TCL air conditioners led the air conditioners into a new era of intelligence with three new series of products, including the three series of new products. The leading flagship system, the star series led by i涟 and e涟 and the popular series led by Zhiduobao.
TCL air conditioning wisdom 'Hui' family members officially unveiled
Compared with many enterprises, TCL air conditioners are more intelligent, and the product technology integration and internal and external interconnection in the Internet field are broader. According to the 2017 annual report released by TCL Group, TCL Group's R&D expenditure reached 4.72 billion last year. Yuan, the focus of such a huge cost investment is intelligence and the Internet. Moreover, TCL also has the advantages of multi-industry linkage of television, white electricity, communication, etc. In the smart home ecosystem with artificial intelligence and big data as cutting-edge technologies, TCL air conditioning has unique advantages, which is one of the reasons why it proposed to lead the air conditioner into the new era of intelligence in March this year.
It should be pointed out that TCL air conditioners have more solid foundations for the functional quality of air-conditioning products while fully integrating the Internet of Things technology. Chen Shaolin, general manager of TCL air-conditioning business unit once said that intelligentization can make the user experience more Comfort, health is the prerequisite for air conditioning to return to the essence of the product.
Functional innovation to build product-driven advantages
Looking back at the products launched by TCL air conditioners in the past few years, they all have one common feature, namely functional innovation. This feature has been fully reflected in the i涟 series of products. The i涟 series of cabinets passed 18 soft wind blades. And 1440 soft wind micropores, forming a low-speed, smooth flow of laminar soft wind; combined with TCL air conditioning's original intelligent vector air supply technology, subverting the traditional air supply mode of air-conditioning products, also for comfortable air-conditioning categories Redefinition.
The air-conditioning industry has been a non-functional innovation way for many years, that is, through the simple appearance change as the standard of new products, but the innovation of appearance technology does not bring about the essential function of the product, which only reflects the enterprise. Investing in the mold, and only functional innovation can show the R&D strength of the enterprise, so that the enterprise can build a true differentiation capability.
The rapid improvement of the competitiveness of TCL air-conditioning products is essentially because the strength of functional innovation based on its strong R&D capabilities continues to increase. In fact, only technological and functional innovations can create new demands. In addition to the above-mentioned comfort features, the i涟 cabinet also has a series of combined functions such as refrigerant self-test, soft and humid cooling, cloud learning, high frequency start and so on.
In the future, the competition in the air-conditioning market is a competition for product strength, and product driving is the core driving force for the future growth of TCL air-conditioning. Therefore, TCL air-conditioning is hoped to build through the leading edge of the product in the future, and realize more on the basis of the production and sales scale of 10 million sets. A big breakthrough. The author also learned that in recent years, TCL air conditioners have reached the highest level of research and development in the past three years, reaching 220 million yuan in 2016 alone.
Business model innovation laying growth path
After 10 million sets of growth targets after the scale, Chen Shaolin gave the answer at the end of last year. On this basis, the growth rate was 50% and then reached 15 million sets, which became the medium-term appeal for the development of TCL air-conditioning domestic market. The TCL air conditioner built is particularly important for the commercialization of the i涟 series of products.
In this regard, TCL air conditioners have always been familiar, and people who have a little understanding of the history of TCL brand know that TCL can achieve the leading position in the field of television, mobile phones and other fields almost 20 years ago, one of them. The key factor is the innovation of the business model. Therefore, TCL air conditioners have the genes for marketing innovation in the bones.
This is a typical example of crowdfunding in the traditional channel for the i涟 series. If the i涟 series successfully demonstrates the influence of TCL air conditioners at the user level, this time in the traditional The highly sought after channel area illustrates the deep foundation and strong network capabilities of TCL air conditioners in the domestic commercial circulation. The traditional game rules of the air conditioning industry are to promote the circulation of new products through combined marketing policies. The i涟 series of products on the other side of the crowdfunding, out of a new business path.
TCL air conditioners have always been at the forefront of the industry in terms of business model innovation. From the layout of the store that was previously embodied in the 'Happiness Tree', to the offline channel platform formed by the branch and sales company model, As for the e-commerce online field, the geometric growth rate has been achieved. Every commercial marketing step of TCL air conditioner has set the main point of industry change. Therefore, it is not accidental that it can achieve 10 million sets of production and sales in the past year.
One thing is certain, TCL air conditioners that already have a million sets of production and sales bases will not be satisfied with the goal of 15 million sets. It is also certain that the global air-conditioning market will only give more space to large-scale enterprises. From the performance of the domestic market this year, it can be seen that the stronger Matthew effect is deepening, and the resource-intensive cost-leading competition has become a thing of the past. This also highlights the advantages of TCL air-conditioning efficiency and product-driven development. The launch of the i涟 series and the implementation of the traditional channel crowdfunding model have a milestone in the process of TCL air conditioners leaping up to 10 million sets of foundations.
