'TCL White Appliances Division's overall sales revenue target this year is to break through 4 billion', Wang Xianju, general manager of TCL White Appliances Division, said in a reporter's question, 'The current progress will not have much problem', He is full of confidence.
On August 8th, the TCL refrigerator washing machine of the 'Twenty Weak Crown' held its global strategic partnership meeting in Hefei, its revolutionary base, and celebrated its 20th birthday. The weak crown represents adulthood and moves towards a broader life goal. At a new starting point, TCL Ice Wash is based on the concept of 'Innovation for Healthy Living', telling the world, the new journey, it is ready.
Seize the pain points of users to make differentiated innovations
Since 2012, the sales growth rate of refrigerator washing machines has continued to fluctuate within 10% per year, showing the characteristics of mature industries. According to the total data of Zhongyi Kang, the retail volume of the washing machine market in 2017 increased by 6.2% year-on-year, and the retail volume of the refrigerator market was year-on-year. The growth rate was 3.7%, and it still showed a steady growth trend. As a result, the market saturation increased and the development space narrowed, which became the market dilemma faced by the refrigerator washing machine manufacturers.
Difficulties, can be broken out. There is no unbreakable pattern, only companies that are not enterprising.
At the strategy conference, Xing Zhe, the product director of the washing machine product center of TCL White Goods Division, mentioned the latest data of TCL washing machine. In the first half of 2018, TCL washing machine shipments exceeded 1 million units, and revenue increased by 16.6%. The industry ranked sixth; in 2018 and 2016, the proportion of drums increased from 15.2% to 26.8%, the proportion of large capacity (above 8KG) rose from 18.4% to 42%, and the brand index rose from 58 to 70. Mentioned such keywords: all-round, the whole process, 100% free of life.
Chen Shaolin, the product director of the Refrigeration Product Center of TCL White Appliances Division, mentioned the time nodes when introducing the TCL refrigerator: In August 2015, the TCL refrigerator first launched the negative oxygen ion (AAT) fresh-keeping refrigerator, and began to focus on the fresh storage of ingredients; In 2016, TCL refrigerators first introduced air-cooled double-conversion refrigerators to explore the limitations of industrial air-cooling technology. In 2017, TCL refrigerators released integrated frequency-converted air-cooled refrigerators, the first industry-integrated inverter air-cooling technology; in March 2018, TCL fully upgraded smart health 'Air-cooled +' strategy, the AAT intelligent sterilization system has been popularized in more than 250L products, achieving 100% antibacterial door seals and handles for new products; it is expected that by 2020, TCL refrigerators will achieve 70% sales of healthy refrigerators.
From the above data and time points, the TCL refrigerator washing machine in the fierce market competition broke the road, can be seen one or two. 'TCL has been committed to taking the differentiated route, at the same time, we seized the real consumer of consumer upgrades Pain point, Wang Xianju told reporters.
Then, what is the pain point of consumers? In the final analysis, it is the pursuit of health and the pursuit of quality of life. 'The pursuit of health ultimately depends on the landing of high-quality products, which is the core of TCL refrigerator washing machine.' Wang Xianju further explained From the perspective of washing machines, TCL has introduced an internationally patented, pollution-free washing machine that physically isolates the secondary pollution of laundry during the laundry process. In the refrigerator, TCL not only keeps fresh, but also maintains health. Fresh, whole bacteria are destroyed. 'TCL comprehensively builds our health products from both the washing machine and the refrigerator, thus further satisfying consumers' pursuit of quality of life.'
Wang Xianju, General Manager of TCL White Appliances Business Unit
Focus on 4-6 market channels, channel linkage to 2-3 market
'Focus only on the secondary market big brands began to force the four-tier market, the promotion of all aspects of our abilities are not as strong as the original', in visits to research in the national grid Recently, the part of small and medium sized refrigerator, washing machine so the national grid company, told reporters. with the rise of new retail electricity supplier, in addition to the layout Jingdong Ali Suning United States and other new retail businesses, the mainstream refrigerator, washing machine enterprises to speed up three four five six market distribution, have started to build stores .
The channel of big brands is sinking. For the small and medium-sized brands that have been positioning the market in the third to sixth grades, the survival space is bound to be squeezed. In the case of competition, there is a risk of being shuffled, but this risk challenges TCL. For white seems to fear, and has become the driving force for its development forward. the reason, perhaps Zhang Li, general manager of China marketing Center TCL white home appliances division called 'market segment more clearly'.
While the market focused on the 4-6 level, but TCL refrigerator, washing machine in 23 markets also layout, in the field, TCL referred to the whole category of stores this year, it had also created a store system, that is, more modern store experience 'Now we have a very good logistics system and marketing system, we can make Hefei a one-stop station for the whole country. So in many second- and third-tier markets, we don't have to open a big store as before, show all the products, take up a lot of inventory and sales. 'Zhang Li said the pilot and the current point of view the effect is more ideal, this experience can also store the way to survive, according to Zhang Li said that next year will be TCL this as important Promotion means to implement, in the future in the second and third-tier consumer market TCL White Power will also focus on the Internet through the empowerment of the experience store sales.
In the primary and secondary markets such as Beishang Guangshen, TCL refrigerator washing machines are mainly sold through online channels. There are still some pressures in offline stores. 'But we do not rule out the layout in the future'. Zhang Li believes that everything is possible in the future. At this stage, the TCL refrigerator washing machine is stepping on the actual and targeted progress. 'We will make the 4th and 6th grades solid, and then do further in the second and third grade markets.'
Conclusion
The words 'beautiful heart' and 'ingenuity' were repeatedly mentioned at the TCL Ice Washing Strategy Conference. Wang Xianju said that the initial intention of TCL refrigerator washing machine is to inherit the corporate philosophy of pragmatic innovation and innovate for the healthy life of users. Facing the new era, TCL refrigerator washing machine will use the innovative spirit of dare to dare to adhere to, focus on product innovation, with exquisite craftsmanship, excellence, to provide users with the ultimate product experience and service.
Xing Zhezhen said that the TCL refrigerator washing machine has been deeply ploughed for many years, with a heartfelt heartfelt heart, and strives for the user to wear health and comfort. Chen Shaolin said that it is the unremitting persistence of countless craftsmen who insisted that TCL refrigerators have no batch quality problems for 1398 days. And this number continues to grow.
A good product concept requires the company to adhere to the initial intention to upgrade, but also needs a good platform to achieve, but also need to have a skilled worker to polish. We also hope that the TCL refrigerator washing machine in the future can be in the heart of the heart, as Wang Xianju said In that way, 'become a user-friendly life assistant and health butler, promote the innovation and upgrading of China's home appliance industry, practice the role of big country brands, and shoulder the mission of the new era.'