Since the annual production and sales scale has climbed to 10 million units last year, TCL air conditioners have not stopped growing in the domestic market. The growth rate from January to May this year has reached more than 37%, and the scale of production and sales and year-on-year growth are expanding. In sharp contrast, the entire air-conditioning industry has experienced a two-year high growth rate and entered a channel of narrowing growth. Even in the past, it has been a fast-growing online platform, the release of commercial dividends. It has also slowed down. In such a pattern, the upward trend of TCL air conditioners is particularly beautiful.
Therefore, at the 2018-2019 China Air Conditioning Industry Summit Forum held on August 22, TCL Air Conditioning not only won the '2018-2019 Air Conditioning Industry Smart Pioneer Brand' Award, but also its T Rui Series, Sixth Sense + Series Received the '2018-2019 Air Conditioning Industry Smart Comfort Pioneer' and '2018-2019 Air Conditioning Industry Online Frequency Conversion Star' awards. Whether it is a brand or a product, TCL Air Conditioning has a core that is intelligent. This reflects both the evolution of technology and products in the air-conditioning industry and the competitiveness of TCL air-conditioning in the main channel of industrial development. In fact, from TCL Group to air-conditioning companies, intelligence has been implemented as a long-term strategy. With the increasing product competitiveness and increasing production and sales scale, TCL air conditioners have also been redefined in the intelligent development of the industry.
Into the times, change the pattern
Many people may not notice that in 2017, TCL Group's main investment direction in the research and development expenses of 4.72 billion yuan is artificial intelligence and Internet applications, and behind this resource layout is the implementation of TCL in recent years. 'Product + Service' and 'Smart + Internet' 'Double +' Strategy. TCL Air Conditioning can make great progress in the brand and products on the intelligent road and win awards, with the background of the Group's strategic support, of course, more strong Age background.
Nowadays, it is not just the era of mobile internet. The penetration of all things in the production and marketing of enterprises and the rapid spread of AI technology have changed the attributes of traditional manufacturing products. Air conditioners have increased in the TCL Group's diversification matrix in recent years. The speed is more prominent, and the increase is still magnifying. In 2017, TCL air conditioners increased by 26.9% year-on-year, and reached 37% from January to May this year. The ability to achieve such performance is essentially because TCL air conditioners are fully enhancing the competitiveness of products. At the same time, it makes its own products, brands, business systems and the times keep the same frequency.
In 2018, TCL air-conditioning uses technology such as the Internet of Things and cloud computing as the fulcrum to promote the products of the intelligent development strategy and build a new product driving force. Take the T Rui series, which is the title of 'Intelligent Comfort Pioneer', as an example. This series of products uses a variety of intelligent algorithms to achieve a comfortable airflow satisfaction of 92%, which is much higher than 60% of ordinary air conditioners, and can maintain the entire room in the most comfortable 40%-60% humidity.
The application of this kind of intelligent technology has become a common phenomenon in the products of TCL air conditioners. TCL air conditioners also tell users that the real intelligence of air-conditioning products is not only based on the remote control technology, but should be based on The integration of related technologies for user comfort experience. The technical route of TCL air conditioner in product intelligence is itself a redefinition of industrial intelligent development.
TCL air-conditioning can continue to grow at a high rate in the slowdown of large-scale growth in the entire industry. One of the reasons is that its products and technological innovations have been integrated into the times. With the further increase in the production and sales of TCL air conditioners and the market share, it will also The existing product structure and even the brand structure bring about change momentum.
Based on user experience, multi-dimensional intelligent penetration
The industrial development trend of intelligent formation is not a matter of recent years. When mobile internet terminals became an indispensable part of the daily work life of users, the air-conditioning industry has emerged an irresistible trend in product intelligence. At the spring conference in March this year, TCL Air Conditioning proposed a development strategy to lead the air conditioner into a new era of intelligence, and determined the new foothold of the intelligent strategy and the corresponding technical support.
In the intelligent roadmap of TCL air conditioning, it is fundamental to let the product return to the essence. In the process from single product intelligence to scene intelligence to smart home, the first thing is to do the smart work of the single product, and to live with the user. Including energy saving, comfort, health, habits and so on, through the integration of intelligent technology in the product monomer, this definition broadens the vision of intelligent development of the air-conditioning industry.
That is to say, air-conditioning products can bring users the pleasure, energy-saving every degree, airflow comfort satisfaction, temperature, humidity and cleanliness, and even visual, auditory, tactile and other dimensions are the advanced products of TCL air conditioners. Force, just like the new brand ID released by TCL Air Conditioning on July 18 this year: Every time you enjoy your home.
From the 2018-2019 China Air Conditioning Industry Summit Forum, we won the 'Smart Comfort Pioneer' award for the T Rui series and the 'Online Frequency Star' sixth sense + series, including the first load, i涟, e涟, Zhi Duobao And so on, all these products inherit the above ideas in the intelligent creation.
Guided by user experience, based on high-quality single product intelligence, absorbing the concept of home fashion, compatible with individual needs, the intelligentization of TCL air conditioner is not only a product function, but a corporate development mission, product competitiveness A strategic system built. Therefore, the intelligence of TCL air conditioners is not so much an extension or upgrade of traditional intelligence, but rather a redefinition of air conditioner intelligence.
The results of TCL air-conditioning in the direction of intelligence and the rapid breakthrough in the scale of production and sales in the market have received the collective attention of the industry. Not long before the China Air-Conditioning Industry Summit Forum, TCL Air-Conditioner also won the CCID Research Institute of the Ministry of Industry and Information Technology, China Electronics News The award of '2018 China National Grid to buy popular brands', '2018 China National Grid Purchase Excellent Quality Product Award' and '2018 China National Grid to buy popular products' three awards.
The various awards for making TCL air conditioners soft have fully affirmed and demonstrated the outstanding performance of TCL air conditioners in various aspects such as products, brands and markets in recent years. The product technology of these awards is also very important to the industry and users. Good reference and good fortune.
Passing quality value, enriching product connotation
Even companies that are radical in model innovation understand a simple truth. The link between the core of the enterprise and the user lies in the product. Chen Shaolin, general manager of TCL Air Conditioning Department, said: 'The future development of TCL air conditioner is not necessarily on the scale. Pursuing the first place, but an artistic connotation to pursue, I hope to pass on the inner of the product and the connotation of the TCL brand to the consumer.
However, the product experience is more and more close to the user, the product quality is more satisfied with the user, and the production and sales scale of the market is not bad. Now the TCL air conditioner has realized a certain degree of recognition on the intelligent, and can be intelligently applied to the user. Conducting a new way of life, but in the late development of TCL air conditioning, it is not enough to achieve this, with high reliability, high cost performance, high intelligence, high value of the main content of the 'four high' is TCL The program of competitiveness of air-conditioning products.
Judging from the development trend of the current air-conditioning industry, the contradiction between supply and demand will be further intensified. Especially after the domestic market enters the stage of stock competition dominated by renewal, the product force will determine the future market position of the enterprise. At the same time, the current The user community is shifting to the younger generation with the post-90s as the main body. They have a new understanding of air-conditioning products and even brands. Moreover, the consumption preferences in the overall environment are different from those in the past.
The change of the consumption environment also makes the value and connotation of air-conditioning products ferment new elements, just like the younger generation of users after the 90s, the starting point of product purchase is not 'I need' but 'I want', air conditioning can not be completely stopped For an icy industrial product, only the more valuable functions, the higher experience lifestyle, and the richer quality connotation can make the products more competitive. These are the TCL air conditioners set the 'four high' standard. The reason.
TCL air-conditioning can win six major awards in one month. It is no accident to expand the growth rate in 2018, which is not satisfactory in the overall market situation. With intelligent as the main line, the product competition system will be built with the 'four highs' as the standard. Let the value of TCL air conditioner focus on the needs of a comfortable and comfortable life, and this is precisely the glory of the market.