From the end of 2017, domestic air-conditioning sales showed a year-on-year growth slowdown, and combined with real estate regulation, capacity expansion, increased competition and other factors, the air-conditioning industry was labeled as 'into the adjustment period' in 2018. Avi Cloud (AVC) At the beginning of the year, the total retail sales of domestic air conditioners will reach 53.13 million sets in 2018, or 5.4% year-on-year; the retail sales will be 186 billion yuan, down 3.7% year-on-year. The situation is not optimistic.
However, air-conditioning manufacturers have not stopped here, but have chosen to continue to work hard in the new product iterations, in order to enhance the premium capacity and find new performance growth points. TCL air conditioning is a typical representative.
On July 18th, 2018, TCL Air Conditioning held a 2019 cold new year intelligent new product launching conference in Beijing with the theme of 'Zhixiangjia every degree'. It launched two smart boutiques, T Rui and Chuhe, and realized it with innovative crowdfunding. 'i涟' series of single-machine orders exceeded 200,000 sets, and achieved another explosion of TCL air-conditioning products.
In addition to the new products, TCL Air Conditioning has announced a new intelligent upgrade strategy, 'Every time to enjoy the home,' and the brand image is getting deeper and deeper. TCL air conditioners have truly entered the new cycle of brand power and product power two-wheel drive. The growth of quality.
The power of brand power
Brand is the intangible asset of the company. It has greater flexibility in resisting competition. It is not only conducive to extending the product line, but also conducive to the steady increase of market share. Enterprises should pay special attention to the construction of the brand, not just to ask the celebrity to advertise. Instead, use your own integrity and word of mouth to build it.
In 1999, TCL air conditioner was born. After 18 years of research and development, it was determined to make progress. In 2017, it finally achieved breakthroughs in production and sales of 10 million units, and formed household air conditioners, central air conditioners, mobile air conditioners, dehumidifiers, and special air conditioners. Heat pump heating products, intelligent health fresh air systems, new energy automotive air conditioners, new energy vehicle battery heat pump technology thermal management systems, and other products management R & D, manufacturing and relatively complete industrial chain system, and the ability to independently innovate, such as energy saving For a time, saving money can be seen, cool and soft wind, 60 °C high temperature and strong cold and other technologies have independent intellectual property rights.
'In the whole industry, TCL has gradually moved from price competition to consumer value. After 18 years of accumulation, TCL air conditioner has entered a new stage of development, and has solidified the foundation, gathered a certain potential energy, capable. To build the brand image and enter a new journey of enterprise development! 'TCL air conditioner leader Chen Shaolin said.
In Chen Shaolin's view, the new journey of TCL air-conditioning development is to continue to adhere to the principle of 'quality first, efficiency first', from 'brand quality' to 'brand image'. TCL air-conditioning should be built through consumption. A boutique air conditioner with functional value and pleasant living comfort, to achieve the brand image.
Any strategy must find a foothold. In the strategy of reshaping the brand image, TCL air conditioners are positioned to 'lead air conditioners into a new era of intelligence'. TCL air conditioners have positioned the core user group as a new family of smart life, they With a dream, an ideal, their core appeal is to have a good product and create a higher quality of life for themselves and their families. TCL Air Conditioning guides its own product development with 'everything of the family', always insists on users. Demand is at the core, so that their demands are met.
'The road to brand building is to let consumers really know who TCL air conditioner is. Our whole goal is to achieve 'talking to TCL's heart to think of air conditioning, talking about air conditioning thinking of TCL'! 'Chen Shaolin said, 'pass for consumers Creating value, realizing the expectation of building our brand image in the market, this is a very important basic work for our new cold year.'
Advanced product strength
Product strength is the foundation of the brand, which is the survival rule handed over to the enterprise in the Internet era. After 19 years of precipitation and baptism, today's TCL air conditioner is getting better. Under the new brand image construction strategy, TCL air conditioner will further enhance the brand power. In addition, TCL air-conditioning is based on an innovative user experience, allowing consumers to have functional value and enjoyable and comfortable life, to create product value for consumers.
From the announcement of leading air conditioners into the new era of intelligence, to redefining intelligent inverter air conditioners, and to every point of wisdom, TCL air conditioners have been guided by intelligent strategies to continuously optimize products and meet user needs. Today, TCL air conditioner products The design adheres to the four-high concept, namely high reliability, high cost performance, high intelligence, and high value. On this basis, the pursuit of each boutique is on the market.
The newly upgraded T-Rui series perfectly positions the 'flagship' product, using a variety of intelligent algorithms to improve airflow comfort, temperature, humidity and air cleanliness. Thanks to intelligent algorithms and innovative design, T Rui can deliver airflow Comfort satisfaction is 92%, which is much higher than 60% of ordinary air conditioners. With intelligent algorithms, T Rui can maintain the entire room in the most comfortable 40%-60% humidity range. In addition, T Rui has intelligent energy-saving features. Constant power saving, constant temperature saving, user-defined, saving money can be seen. At the same time, it also has a photosensitive sensor and a smart cloud, which is automatically changed into a sleep mode by light sensitivity.
The new series of the first load series can achieve 30 seconds of cooling, 60 seconds of heat, and can continue to work in the extreme environment of 60 ° C, high temperature does not stop. In terms of energy saving, the initial load has achieved a technological breakthrough, calculated in one hour and 8 hours, less than 1 yuan. In addition, through titanium high temperature double steaming self-cleaning technology, it can make the initial charge better to keep itself clean and avoid secondary pollution.
In the week of the intelligent star i涟 series, the innovative crowdfunding broke through 200,000 sets and became a super-burning explosive product. It was amazed by the nearly demanding pursuit of TCL air-conditioning. It is the core research and development team of TCL air-conditioning. After repeated years of hardening, it was finally released. As one of the smallest cabinets in the industry, i涟 covers an area of only 0.214m2; with a national patent design, the wind vane and the closed door are combined into one. Timeless classic white with crystal clear decorative strips ice blue, synchronously equipped with TCL air conditioning core intelligent technology. Cool and soft wind, 72 kinds of air supply mode. With outstanding design, unique art, practical intelligent function makes it a great success.
From the degree of pleasure to consumers, energy saving every degree, comfortable airflow satisfaction, temperature, humidity and cleanliness, these are the core appeal points that reflect the needs of consumers' beautiful features. Among these, TCL The real solution to this kind of air conditioning is the pleasure, energy saving every time, saving money and really sleeping all night, can bring air conditioning to enjoy during sleep. This is the TCL air conditioner is constantly advanced Product strength.
Core: Quality growth
In the past six months, air conditioners have performed the best in the home appliance industry. According to data from Aowei.com, domestic air conditioner sales in the first half of 2018 totaled 33.22 million units, up 11.5% year-on-year. Among them, online sales volume was 11.73 million units, a year-on-year increase. 30.6%; offline sales were 21.49 million units, up 3.2% year-on-year. Total sales reached 114.7 billion yuan, up 15.5% year-on-year. Among them, online sales amounted to 35 billion yuan, up 42.1% year-on-year; offline sales amounted to 79.8 billion yuan. , a year-on-year increase of 6.8%. Sales revenue in the entire home appliance industry increased by nearly 50%, the air-conditioning market showed a development situation contrary to the forecast data.
Xu Dongsheng, vice chairman of China Household Electrical Appliances Association, said that after 85, 90 has become a mainstream consumer, pursuing quality, pursuing technology, and increasingly diversified. At present, the products of the home appliance industry are moving towards high-end, healthy, intelligent, comfortable, and consumption upgrades. The development of the entire industry. Air-conditioning products continue to deepen the function, including refrigeration, heating, mute, products also break through new performance according to consumer demand and technological progress.
Under the two-wheel drive of brand power and product power, TCL air conditioners enter the fast lane of high growth, and the core of them is the growth of quality. The most talked about Chen Shaolin in the interview is 'quality growth. ' This is the key to the future development of TCL air conditioning.
'Locating to achieve quality growth, not only in scale, but also to transform into four new kinetics of enterprise development: the brand image building as the core of sustainable development, product strength as the basis of our sustainable development, Structure as our direction, lean management is the basis of sustainable development. 'Chen Shaolin admits that through the construction of these four kinetic energy, the structure of TCL air conditioner is constantly adjusted and optimized.
In product upgrades, Chen Shaolin believes that when most products in the market are 80-90 points, TCL air conditioners must achieve 95 points or more. 80-90 points, consumers may not derogate you, but also I won't praise you. And when you do 95 points, you can truly exceed the consumer's expected product experience, then he will really praise you.
Therefore, the creation of TCL air-conditioning new products is absolutely perfect. Take the T-Rui series as an example. This product, which was originally planned to be launched in June, is delayed due to the pursuit of the ultimate in TCL air-conditioning research and development, only to let users feel more refined design and pleasure. Degree, reduce the gap of the wind deflector by 0.2mm!
With the orderly construction of brand image and product enhancement, TCL air conditioners must truly achieve more valuable growth. This means that in the future, TCL air conditioners are no longer a price guide, but a value transfer.
In the face of the country's more quality development, implementation of environmental protection policies, and increased labor costs, TCL Air Conditioning will continue to enhance its competitiveness in the entire market through technological upgrading. Chen Shaolin proposed to benefit from management, to the market. To benefit. In the management to benefit, TCL air conditioning has been optimized in the full value chain; to the market to benefit, to upgrade the product structure optimization, enhance the visibility of TCL air conditioning brand, reputation.
The combination of brand power and product power has driven the development of TCL air conditioners. The data shows that from January to May 2018, TCL air conditioners increased by 37.13% year-on-year, ranking second in the industry, and the industry growth rate in May was the first. On July 8, the average price of online and offline products increased by 9.8% and 10.1% respectively, ranking the top two in the industry!
For TCL air conditioners, this is a happy answer. In the future, under the guidance of brand quality and intelligent strategy, TCL air conditioners will enter a new stage of growth, and then the entire air-conditioning market will show up. We may as well wait and see.