China's home appliance industry does not lack brands, but lacks real brand names. It can't resist the temptation of rapid expansion of scale. Many companies are lost in the face of sales. They can take the initiative to reject the temptation and think about the core competitiveness of enterprises in the next few years or even decades. Destined to be only a minority.
This is the very popular 'direction is more important than the method' in recent years. In 2017, it successfully entered the production and sales of 10 million sets of steps, ranking among the top five TCL in the domestic air-conditioning industry, and recently revealed that it has seized the new family. The high-end has the willingness to transform the quality market. In the critical period of sales booming, TCL air-conditioning has a humble one to stop thinking, although it is not a hero of the strong man, but it is also a classic of self-change, and in the long run, the brand image is improved. Will be of great benefit.
Self-change seeks new breakthroughs
Regardless of blindfolded, the only thing that comes back is the self-satisfaction, and from time to time to stop thinking, it is possible to become a real life winner.
China's home appliance industry has never lacked hard-working companies, including Internet brands that have been involved in subverting the traditional manufacturing model. Although the outcome is not ideal, they have also paid a lot of hardships. However, it is really good to judge the situation and be in a good position. When I can stop to think about the future, there are not many companies that spend their time to build long-term core competitiveness.
Because any time to stop thinking is based on the transformation of the previous development model, a little careless, the cost will be huge. So for some companies concerned about risk, this is a fatal choice, however For some companies that see opportunities, it is the beginning of the phoenix nirvana.
The TCL air conditioner that has grown rapidly in the past two years is one of the typical ones. On July 18th, 'Every time for Zhixiang's TCL Air Conditioning 2019 Cold Year Smart New Product Launch Conference was held in Beijing. At the meeting, TCL Air Conditioner Chen Shao Lin said that in the future, TCL air conditioners will not necessarily pursue the scale first, but will limit the product content to the limit, and emphasize that 'from the product brand quality construction to the brand image construction, TCL air conditioner should be made into a brand that is welcomed by the industry and consumers. According to the plan, 2018-2020 will be the brand image of TCL air-conditioning construction for 3 years, which will enable consumers to enjoy the comfortable life of functional value and pleasure. In the strategy of building brand image, TCL air-conditioning is the place to stay. 'Leading air conditioners into a new era of intelligence'.
We must know that TCL air conditioner has experienced 18 years of hard work and painstaking efforts. It finally ushered in a historic moment in 2017. The production and sales volume has exceeded 10 million units, and it has successfully ranked among the top five in the air-conditioning industry.
Under normal circumstances, the expansion caused by the change in scale will cause many companies to lose the original intention of making products, and indulge in the joy of the sales data to create a new high in history. However, standing at the high point of production and sales of ten million units, TCL air-conditioning Without expansion, on the contrary, it began to think newly: When it was smooth, it reduced the pursuit of pure sales. By creating smart products, it led the industry into a new era of intelligence, and then elevated the TCL air-conditioning brand image.
This seems to be a simple strategic adjustment, but it is an insurmountable psychological barrier for many companies. It is weakening the scale of marketing and marketing. It always focuses on user needs. The active change of this new family aiming at smart life will be TCL. Air conditioning opened the biggest highlight of the 19th year journey. In Chen Shaolin's words, the current and future TCL air conditioners are carefully built by a group of people who have inner pursuits and artistic feelings.
Leading sales to leading brands
Although they belong to China's home appliance industry, the air-conditioning industry has completely different market conditions than other categories. For example, in other household electrical products, washing machines, the market share of the first few is relatively stable, but in the air-conditioning market. Unsafe, the market share of the 2-4 brands in the air-conditioning industry has changed frequently in recent years; in other markets with the same competition, the gross profit margin can reach more than 20%, but in the air-conditioning market, you want to enter the top three. This is the basic condition.
The particularity of the air-conditioning market puts higher demands on the companies involved: it cannot simply and ruthlessly copy the routines of other markets, and impact the market with low-priced products, because that can only obtain a short-lived pleasure, but not from Fundamentally change the position of the market, not to mention the stability. So in the most recent year, every time to the key nodes of e-commerce promotion, the industry brand sales rankings frequently change.
In order to completely change this situation, the most effective path is to enhance the brand image, which will drive consumers to recognize you from multiple dimensions such as design, quality, and after-sales, rather than staying at the price level.
For example, Gree, the big brother of the air-conditioning industry, has maintained the number one sales for many years. At the same time, its gross profit rate of nearly 40% of its air-conditioners has also made many companies unable to match. So that the president of the original Wei Group, Yang Dongwen, bluntly throws out the white light in public. Gree learns to speak. The reason behind this is the strong brand effect of Gree in the field of air conditioning.
As far as the current situation of the air-conditioning market is concerned, there is no shortage of large-scale enterprises, but a lack of real brand enterprises. On the production and sales of over 10 million sets of press conferences on December 26 last year, TCL released a three-step brand strategy (brand quality, brand). Image, brand connotation) The strategic foothold is 'TCL leads the air conditioner into the new era of intelligence'; on March 6 this year, the intelligent strategy and the corresponding technical support were determined. The intelligent roadmap is single product intelligence->scenario Smart->Smart Home, but the first thing is to do the smart products, so return to the essence of the product, redefine the smart air conditioner, energy saving, comfortable and healthy, and consumer habits that are related to the characteristics of good life. July 18, The 'Intelligence Every Time' brand ID conference was held, once again emphasizing the brand image construction from the perfect design pleasure, energy saving every degree, airflow comfort satisfaction, temperature, humidity, air cleanliness transfer value, the core goal is consumption When it comes to TCL, I think of air conditioning. When I talk about air conditioning, I think of TCL.
Only the brand's empowerment can bring more premium space to the product. The top five TCL air conditioners, choose to pull up the brand image is a precautionary, forward-looking layout, timely and wise. The strategic adjustment of the brand image will be TCL The real opportunity for air-conditioning in the future is also the beginning of the core competitiveness of TCL air-conditioning in the next few years or even decades. By enhancing the brand image, it will open up a broader space for TCL air-conditioning, thus achieving a true leading from sales to brand leadership. Change.