As a must-have white electric product for the family, the recent development of refrigerators has received much attention. According to the data of Aowei.com, the total sales volume of the refrigerator industry in the first half of 2018 reached 16 million units, with an overall growth of only 0.8%. There is a lot of pressure in the industry, especially the refrigerator enterprises, more like the ants on the hot pot, busy group turn. Among them, the domestic appliance giant TCL is unique, is leading the industry trend with unstoppable trend.
The pressure in the second half of the refrigerator market is highlighted. TCL has grown against the trend.
At the moment, August has ended, and the offline market has remained sluggish. According to Avi Cloud (AVC) monitoring big data, from the 27th week to the 34th week of 2018 (July 2nd to August 26th), it has accumulated 8 weeks. The retail volume of offline refrigerators fell sharply by 22.2% year-on-year, and retail sales fell by 12.7%. The market may pick up in September, but the H2 refrigerator market is expected to continue to move forward.
At the same time, the process of concentration of the industry to the dominant brands is still going on. The survival space of small and medium-sized brands is becoming narrower. In the first half of the year, five brands disappeared into the market, while the top ten brands accounted for 85.9^%. It is worth mentioning that in the first half of this year, 2018, TCL refrigerator washing machine shipments have exceeded 2 million units, globally, TCL refrigerators increased by 13.2%, TCL washing machines increased by 8.6%, creating an industry counter The miracle of growth.
With the acceleration of global economic integration, the penetration of the Internet information revolution and the transformation of the world's consumption structure, the global home appliance industry is undergoing tremendous changes, and TCL refrigerators are no exception. TCL Group Chairman and CEO Li Dongsheng once said: Industry is China's future The backbone of development, the real economy is the basis of China's economic competitiveness.
In 2013, TCL Group spent 7 billion yuan to build a high-end ice-washing industrial base in Hefei, Anhui Province, which undoubtedly provided a solid guarantee for the technical development of TCL refrigerators. It was also from that time that TCL's ice-washing industry began to move toward The transformation and upgrading of the high-end strategic direction has rapidly improved the competitiveness of the overall industry in just four years.
Moreover, after 37 years of development and 19 years of global exploration, TCL has accumulated good brand awareness and market resources for the refrigerator business. At the same time, it has deep insight into the needs of the national market and insists on pragmatic innovation, 'better The product 'will help the TCL refrigerator washing machine open to a larger market.
Behind 'better product' is 'better technology'
Obviously, 'better products' need 'better technology' to create, TCL refrigerators can achieve such excellent results, can not do without technical support. At the recently held IFA 2018 exhibition, TCL crystal four-door one The variable frequency air-cooled refrigerator won the gold medal for integrated frequency conversion technology jointly issued by the German Chamber of Commerce and Industry (GIC/AHK) and American International Data Group (IDG).
Repeatedly won the international awards with great gold content, fully demonstrating TCL's outstanding innovation ability and technical strength. In addition, at IFA, TCL refrigerator also brought a piece of Chinese gemstone - tourmaline. It is reported that the emergence of tourmaline, from all over the world Visitors witnessed the perfect combination of Chinese culture and Chinese home appliances.
As we all know, from the TCL industry's first integrated inverter air-cooling technology in 2017, to the full upgrade of the smart health 'wind-cool +' strategy in March 2018, TCL focuses on the healthy life of users, based on the needs of users, constantly through creative design, innovative technology. Interpretation of the infinite possibilities for a better life. And this tourmaline inside the refrigerator is a must.
It is understood that the tourmaline inside the TCL refrigerator is equipped with AAT negative oxygen ion fresh-keeping technology, and the unique integrated control double-frequency conversion technology with intelligent air-cooling and frost-free technology can quickly create a uniform storage space in the refrigerator for 2 minutes. Quick-cooling 1°C, lock fresh ingredients; AAT wisdom sterilization system, using T-Hips modified antibacterial material, remove 91.17% E. coli in the refrigerator, 90.68% Staphylococcus aureus, protect the freshness and safety of ingredients, provide for the family Thoughtful health care.
Wang Xianju, general manager of TCL White Appliances Division, revealed in an interview that TCL refrigerator has locked in the next point of the industry of 'food health storage'. Through the core technology innovation of products, TCL refrigerators are fresh from the ingredients and healthy nutrition for users. From the shopping to the food storage, full-day wisdom and healthy life of the whole chain of three meals a day. After that, TCL refrigerator will continue to promote the core value of product innovation and brand wisdom health.
In addition, TCL refrigerators have also developed some of the following 'small targets': 2018 TCL refrigerators unique AAT smart sterilization system will be more popular in new products above 250L; 2018 all new products 100% equipped with antibacterial door seals and antibacterial Handle; by 2020, TCL refrigerators strive to achieve a 70% share of healthy refrigerator sales.
Undoubtedly, health has become one of the most popular trends at present. The innovation of TCL refrigerator in health is obviously anxious for users, directly hitting users' pain points. In addition, technology is the primary productive force, and strong technological innovation capability is the strength of enterprises. As a witness, as the giant of China's home appliance industry, TCL ice wash obviously performs well, and is the name of 'Made in China'.
'Better product' also needs 'better craftsmanship'
'1398 days without batch quality problems occurred' TCL White Appliances Division Refrigerator Products Center Product Director Chen Shaolin said that this number is the best embodiment of countless TCL refrigerator staff.
At the moment, the rapid development of China's economy has made the craftsman spirit a shortcoming of the industry. The TCL refrigerator is a meticulously crafted and meticulously rigorous heart, allowing users to continuously recognize the TCL refrigerator and has become a powerful force in the high-end market. One of the competitive advantages.
This is also reflected in the research on artificial intelligence of refrigerators. According to the editors, TCL's award-winning refrigerators on the IFA can not only interconnect smart refrigerators with other home appliances through AI technology, but also join the home control system to complete food storage work. It can also interact with the remote information device to query the food information in the refrigerator or set up the shopping list online, remind the user to buy food, and intelligently manage different foods, such as knowing the quantity of food in the refrigerator, understanding the period of food preservation period, and automatically reminding Food shelf life, etc.. In turn, the TCL refrigerator has become a family health steward, truly realizing the shopping of user ingredients, storing the wisdom and health management of three meals a day.
'We think that compared with washing machines, refrigerators have more imagination space, which will be one of the intelligent entrances for users in the future. They will become the concentrators of the user's home ingredients management, realizing the integration of shopping, storage, and three meals a day. Hua. 'Wang Xianju introduced.
TCL Group Chairman and CEO Li Dongsheng also said in an interview that entrepreneurs in the new era should stick to industry, exert the spirit of craftsmanship and innovation, and dare to be the first in the world, have a global vision, actively participate in the national strategy, and actively fulfill their social responsibilities. And continue to learn, and constantly improve. He believes that the spirit of craftsmanship is the spiritual driving force of China's manufacturing industry. Only when dedicated, lean, focused, innovative 'artisan spirit' is integrated into every aspect of production, design and management. From 'weight' to 'heavy quality' breakout, Chinese manufacturing can win the future.