On August 2nd, the CCID Research Institute of the Ministry of Industry and Information Technology, China Electronics News published the “Analysis Report on the Purchase of Power Grids in the First Half of 2018” in Beijing. TCL Air Conditioning won three awards for its brands and products with its excellent market performance.
"Analysis report on home power grid purchase in the first half of 2018" was released
The theme of the event was 'Quality of Quality'. According to the analysis report on the purchase of power grids in the first half of 2018, the scale of China's B2C grid purchase market (including mobile terminals) reached 264.1 billion yuan, up 22% year-on-year. 5 times as much as half a year. As a representative category of online shopping physical goods, home appliances and mobile terminals are more active online, further enhancing the consumer market, air conditioners, refrigerators, washing machines, small appliances and other home appliances. Online growth exceeded 30%, higher than the national retail average growth. Especially in the air-conditioning industry, online retail sales and retail sales increased by 44.3% and 41.1% year-on-year, leading most of the home appliances category, much higher than the overall market growth rate.
As the fastest-growing air-conditioning enterprise in recent years, TCL air-conditioner showed a good momentum of development in the first half of 2018. In one fell swoop, it won the '2018 China National Grid Buying Popular Brand', '2018 China National Grid Buying Excellent Quality Product Award' And the '2018 China National Grid to buy popular products' three awards, became the day's event 'MVP'.
Product strength is the foundation of the brand, this 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. By continuously improving product strength, focusing on intelligent and variable frequency energy efficiency, TCL air conditioner Innovate the user experience, let consumers have functional value and enjoy the comfortable life, and create product value for consumers.
TCL air-conditioning is guided by intelligent strategy, constantly optimizing products and urging users to meet their needs. Today, TCL air-conditioning product design adheres to the four-high concept, namely high reliability, high cost performance, high intelligence, high value. On this basis The pursuit of each boutique is on the market. The award-winning Zhiduobao and Zhixuanfeng series products are the explosion products under the TCL air conditioning boutique strategy.
TCL air conditioning Zhiduobao series
TCL air conditioning smart wind series
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.
TCL air-conditioning continues to promote strategic cooperation with JD, Tmall, Suning and other e-commerce platforms, and also boldly cooperates with other brands to carry out cross-border cooperation, and accelerates the popularization of smart home life with novel marketing methods. August 2, TCL and Covo Si's 'Chi Love CP', a strong landing in Jingdong Home Appliances Peak CP趴, in addition to many smart new products, there are a variety of online interactions. So the combination of smart and fashion in the form of 'fancy marketing' attracts many Consumer attention, but also injected new vitality into the TCL air conditioning brand.
TCL and Cobos form '智爱CP', a strong landing in Jingdong home appliance peak CP趴
At the brand building level, TCL Air Conditioning released the brand's three-step strategy (brand quality, brand image, brand connotation) on December 26 last year. TCL Air Conditioning has established a strategic foothold in 'TCL Leading Air Conditioning. Entering the new era of intelligence'; on March 6 this year, we have determined the strategic foothold and corresponding technical support. The intelligent roadmap is single product intelligence->scenes intelligence->smart home, but the first thing is to make single product intelligence Do a good job, 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 a better life. On July 18th, the 'every degree of Zhixiang home' brand ID conference was held. Once again, the emphasis on brand image construction is from the perfect design pleasure, energy saving every degree, airflow comfort satisfaction, temperature, humidity, air cleanliness transfer value, the core goal is that consumers talk about TCL's heart to think of air conditioning, when it comes to air conditioning, think of TCL .
TCL air conditioner 'every degree of wisdom enjoys home' brand ID conference
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, the foundation of brand quality and Under the guidance of intelligent strategy, TCL air conditioner will enter a new stage of growth.
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