As the fastest growing air conditioner company in recent years, TCL air conditioners have been used for over 18 years since the birth of the company. In the past 18 years, TCL air conditioners have been transformed from scratch, from weak to strong, and China's air-conditioning industry has also passed. From chaos to governance, from small to large.
The current TCL air conditioners have been labeled with a lot of labels: production and sales have exceeded 10 million sets, sales revenue of 12 billion yuan, an average growth rate of 24.7% for eight consecutive years. More importantly, the TCL air conditioners entering the million clubs are The new engine of development has been found in the strategy of reshaping the brand image: Leading the air conditioner into a new era of intelligence.
Intelligent strategy has never been an empty talk. It includes product intelligence, system development, channel synergy and service integration. By efficiently completing the 'four modernization' construction, TCL Air Conditioner hopes to match the industry's top five identity to the industry. , users and their own 'portraits', find new ideas for the development of China's air-conditioning industry. Just as Chen Shaolin, head of TCL air conditioning, expects, it will take a long time, peers, users, media to talk about TCL's thoughts on air conditioning, talk about Air conditioning thought of TCL'.
Don’t forget to look up and see the scene
Whether it is in the production and sales of more than 10 million conferences, air-conditioning smart strategy conference, or in the smart new product launch conference, Chen Shaolin said the most products, i涟, T Rui, the first generation of models like children, such as the number of Jane In the interview, Chen Shaolin first shared a 'story behind the development'. He said: 'The launch time of the T Rui series of the main attack line was originally scheduled for June, because the R & D personnel strive for excellence, the pursuit of extreme and delay. Just for Let users feel more exquisite design and pleasure, reduce the gap of the wind deflector by 0.2mm. 'The insider looks at the doorway, the layman looks at the excitement, the gap of 0.2mm may not see anything to the naked eye, but the newly upgraded T Rui can Airflow comfort satisfaction is 92%, far higher than ordinary air conditioner 60%, live up to expectations.
Products are always the root of the brand. Unlike other brands' general practices, TCL air conditioner product methodology is to do subtraction. Addition is easy to do, such as technical similarity, concept duplication, and appearance confusion are common methods in market competition, but subtraction is not easy. TCL air conditioning's subtraction theory is that everything is centered on consumer demand, returning to the essence of the product, subtracting excess elements, and improving product performance. For example, the newly listed i涟 cabinet machine adopts national patent design, pendulum blade and closed door. The second is one, the area is only 0.124m2, which is one of the smallest cabinets in the industry.
The subtraction theory is not only reflected in the product development and design stage, but also in the marketing process. For example, in order to effectively ensure the interests of the channel dealers, the middle of the traditional links to minimize market opportunities, Chen Shaolin and his team promise: ' It is good to be able to win the terminal, and it will be good for the dealer.
Of course, burying the head does not look at the industry, and the user's research and development is ineffective. The market is never lacking in products, what is missing is the 'good' product. What is a good product? Different companies, different user definitions are not the same. TCL Air conditioning has a set of 'quantitative standards', Chen Shaolin said: 'When most products on the market are 80-90 points, we have to do 95 points or more. Because 80-90 points of products, consumers may not It will derogate you, but it will not praise you. Only if you achieve 95 points or more and truly exceed the consumer experience, you will be able to get praise from consumers.
The product of '95 points' is the current requirement of TCL air conditioner now and in the future. What kind of air conditioner can be regarded as 95 points? This is to compare with the peers. TCL air conditioner allows users to truly experience 'energy saving every time, saving money and seeing '. ' This is not a gimmick, but a credit for intelligent algorithms. ' Consumers can choose to run a one-dollar model for one night or a two-dollar model, running at 8 hours in different outdoor temperatures and indoor set temperatures. The electricity bill is clearly visible. In fact, for the current TCL air conditioner, it meets the 'high reliability, high value, high cost performance, high intelligence' four high standards, products that can enhance the consumer experience index is a good product.
No accumulation of steps without a thousand miles: quality growth
The air-conditioning industry needs scale support. In the first half of the competition, TCL air-conditioning has completed the mission of scale, becoming the brand of the industry to enter the million clubs. After 2018, TCL air-conditioning has not been stunned by the victory, fell into the At the expense of price, the brand is hurt in exchange for a larger trap, but from a simple scale to a more qualitative growth.
In the past year, the main work of TCL air conditioners has been carried out around product upgrades and structural adjustments, so that the intelligent strategy can be fully implemented. On the one hand, the quality of the products will be accelerated, and the explosion of the product will continue to provide consumers with cutting-edge technology and new products, and increase the frequency conversion machine and high-end machine. The proportion of the market, through the active adjustment of product structure, build a benign product lineup. On the other hand, promote boutique retail, in addition to continue to strengthen strategic cooperation with Jingdong, Tmall, Suning, but also to build a customer tiered management system, support the store , franchise store growth.
Although the reflex arc of the market is a bit long, it never disappoints anyone's pursuit of product persistence. The data shows that TCL air conditioners increased by 37.13% year-on-year in the first five months of 2018, ranking second in the industry, and the industry in May increased in May. Speed first. As of 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. The data will not lie, TCL air conditioner 'quality growth' has been in the first half Initial realization.
'Quality growth' is not a slogan. It is a new goal determined by TCL air-conditioning after 10 million thresholds. For this reason, Chen Shaolin will inject four new kinetic energy into the brand development, namely, 'the brand image construction as sustainable development. Core, product strength is the foundation of sustainable development, structure is adjusted as the direction, and lean management is the basis of sustainable development. ' Through the construction of these four kinetic energy, the structure of TCL air-conditioning products has been effectively improved, specifically, 'sales The growth rate is larger than the sales volume, and the average product price and brand index are significantly improved.
Move with the momentum and take advantage of the trend: Grasp the upgrade opportunities
From announcing the introduction of air conditioners into the new era of intelligence, to redefining smart air conditioners, and to every degree of intellectual enjoyment, TCL air conditioners have been guided by intelligent strategies to continuously optimize products and motivate users to meet their needs. Chen Shaolin said: 'Now TCL air conditioning is no longer a single price guide, but a value transfer. 'In order to clarify their position in the second half of the quality, TCL air conditioning has considered three questions: What kind of environment are we in? Which users provide the product? Who are we?
The first question is about the air-conditioning industry. Although the air-conditioning industry that has experienced two 'big years' has gradually entered a stage of steady adjustment, in many home appliance categories, air-conditioning is still outstanding and maintains a good profit level, which also tempts many Well-known or unnamed brands have joined the ranks of competition. 'Before the giants, after the pursuit of soldiers' is probably the most direct and image of the TCL air-conditioning situation, so how to highlight the encirclement, to maintain stable development is essential.
The second question is about users. After systematic research, TCL Air Conditioning has positioned the core user group as a new family of smart life. Their common characteristics are their dreams, their struggle for ideals, and their core appeals are good products. To create a higher quality of life for themselves and their families. In order to meet the needs of new families, TCL Air Conditioning has put forward a new intelligent idea of 'everything of the family'.
The third question is TCL air conditioner itself. Since entering the air conditioning industry in 1999, after 18 years of accumulation, TCL air conditioner has entered a new stage of development. According to Chen Shaolin's plan, 2018-2020 will be TCL air conditioner. Three years of building a brand image will enable consumers to enjoy the comfortable life of functional value and pleasure. Chen Shaolin believes that 'the future TCL air conditioner should continue to adhere to the principle of quality first, efficiency first, and establish the image of TCL air conditioning brand.'
TCL air conditioning is sober and rational, so that it not only sees the industry but also sees itself. The air conditioning industry has entered a period of rapid development, the brand bargaining power and channel form are changing, and at the same time consumption upgrades are in full swing. In the past 18 years, TCL air conditioners have solved the basic problems of survival through brand influence and scale. In the future, as long as they seize the opportunity of market upgrade, they can go healthier and longer.