In 2017, TCL air conditioner achieved an annual production and sales volume of 10 million sets. At that time, TCL air conditioners were 'incoming' for their own positioning. Standing on this new high point, TCL air conditioners announced air conditioning from the announcement in the following six months. Entering the new era of intelligence, to redefine smart air conditioners, to every degree of Zhixiangjia, to continue the industry voice as the driving force, to continuously optimize and upgrade the products as the cornerstone, and steadily promote the construction of brand image for three years.
At the TCL Air Conditioning 2019 Cold New Year Smart New Product Launch Conference on July 18th, TCL Air Conditioner Chen Shaolin stressed that any strategy must find a foothold. In the strategy of building a brand image, TCL air conditioners are positioned to be 'leading'. Air conditioning enters a new era of intelligence'.
Transformation to value transfer
After achieving 10 million sets of scale growth in 2017, TCL air conditioners will focus on more quality growth. Chen Shaolin said that TCL air conditioners should realize 'talking to TCL's thoughts about air conditioning, and talking about air conditioning thinking of TCL'. Connotation is the best in the industry. For example, when the industry products generally only have 90 points, TCL air conditioner insists on 95 points, so that users can feel the pleasure and comfort brought by perfect design. The goal of brand construction is to let Consumers really know who the TCL air conditioner is.
In the future, the theme of TCL air-conditioning will be positioned to achieve more quality growth. By injecting four new kinetic energy to achieve sustainable development of the enterprise, that is, brand image building as the core, product strength as the fundamental, structural adjustment as the direction, lean management basis .
Chen Shaolin introduced that through the construction of four kinetic energy, the brand structure of TCL air-conditioning in the 2018 cold year is continuously optimized, and the average price of products has been increasing upwards. The growth of sales is larger than the increase of sales volume, and the brand index continues to increase. After the press conference, with the arrival of each brand ID of Zhixiangjia, TCL air conditioner will gradually promote the transformation to value transfer.
Inspire innovation with innovation
At the press conference, in addition to the release of T Rui, the first two new products, TCL Air Conditioning also promoted the channel sales of the i涟 cabinet machine with innovative crowdfunding mode. As of the date of the press conference, crowdfunding broke through 20 in just one week. Ten thousand sets, successfully created another industry explosion.
'i涟 products can achieve such results in the short term is our partner, the customer's recognition of the product, is a description of the best improvement of our products. 'Chen Shaolin analysis, first of all, in terms of quantity, the previous one It is quite good that the series can sell 80,000 units a year. i涟Crowding more than 200,000 units in a week can be said to be a big breakthrough.
After the launch of many new products in the domestic air-conditioning industry, consumers will not be able to understand and accept their advantages soon. With good products, it does not mean that they can achieve good sales. The emergence of this explosion of TCL air-conditioning i涟 series is a new product in the industry. 'Listing can get the amount' can be described as a model, worth studying.
In this era of digitalization, everything can be redefined. As one of the masterpieces of TCL air conditioning design (high reliability, high cost performance, high value, high intelligence), choose the digital retail way, through Offline dealers and online platforms combine to transfer the value of this product, break the traditional concept of buying and re-training before, first carry out product cognition output, actively attract consumer crowdfunding, and let products quickly move to the terminal, so that not only It has greatly improved the efficiency of sales conversion, and it is also easier to generate explosive products through the innovation of the model.
Zhixiang home traction air conditioning returns to the essence
As Chen Shaolin said, no matter how the business era changes, the nature of air conditioning to meet the needs of users will not change. What enterprises should consider is whether they have the ability to meet the needs of consumers. TCL air conditioners face the nature of product torture, target audience In-depth research, re-constructed the matching index, and finally positioned in the new family of smart life.
'The annual income of 80,000-400,000 is named as a new middle class. It is the backbone of future consumption upgrades. They have dreams and struggle for ideals. Their core appeal is to have good products and build higher for themselves and their families. Quality of life. The portraits we define for this group of people are 'simple and efficient, family guardian, wisdom 憧憬', and then create the concept of 'smart family', by satisfying these three appeals, let these groups feel The comfortable life brought by TCL air-conditioning products can convey this comfortable life to the family. This is the meaning of the existence of Zhixiang. 'Chen Shaolin said that the current and future TCL air conditioners are for a group of inner pursuits and artistic feelings. The people who have carefully crafted them to meet the needs of the new middle-class families through the land of Zhixiang, will surely lead the new trend of industrial consumption upgrade.
After experiencing the rapid development of scale, TCL air conditioners can still calm down and torture the essence of air-conditioning products. Obviously, TCL air conditioners have far exceeded the scale of growth in the scope of scale after thousands of units, regardless of products. Mode, scale focuses on value transfer, showing the pattern of 'incomers', as Chen Shaolin said, 'great products are tormented', TCL air conditioners have experienced the 'destruction' is constantly renewing the power of new life .
