As we all know, on the occasion of the “Double Festival” of Jinjiuyin 10 and Mid-Autumn National Day, consumer demand has grown rapidly, and the home appliance industry has ushered in a sales peak. The ice-washing market, which has maintained steady growth, has also been active. Among them, the old-fashioned home appliance brand TCL is washed by subdivision. Chemical, healthy, international development strategy, is rapidly occupying the market, capturing share, leading the new trend of the industry.
Healthy TCL ice wash
When health rises to national strategy, the ice washing industry is also destined to play a beautiful 'health defense battle'. On August 8, at the TCL refrigerator washing machine global strategic partner conference in 2018, TCL ice wash is even firmer. This decision will focus on the healthy life of users in the future, taking the needs of users as the starting point, constantly innovating the creative design, innovating technology to explain the infinite possibilities for a better life, bringing intelligent care and infinite touch to the healthy life of the family, and carrying out the health in the end. !
Wei Jun, general manager of Zhongyikang White Power Division, said that the rapid development of China's economy and the changes in the structure of consumer groups have brought new demands for the upgrading of household appliances. In the new era, companies must be good at capturing and guiding new demands in such markets. At the same time, with the rise of healthy China as a national strategy, health has become a new mission of the home appliance industry, which coincides with the user's main appeal for healthy white electricity.
In terms of washing machines, in March 2016, the TCL refrigerator washing machine created a revolutionary subversive pollution-free washing machine, and the pollution-free washing machine began to enter the historical stage; in August 2016, the TCL free-flow drum washing machine was introduced to realize the drum-free washing machine. Sewage system solution; in March 2017, the first non-pollution barrel in the barrel washing machine, became the founder of the free sewage system solution; in March 2018, released the 'free pollution +' strategic upgrade, TCL washing machine will be in 2018 In the year, we will take the lead in realizing the pollution-free whole-line product line, and stop the R&D investment of non-stainless products, and stop production of non-soil-free washing machines in 2020, and gradually promote healthy washing to a new milestone, so that pollution-free + truly healthy Standard of life.
In the refrigerator category, in August 2015, TCL refrigerators started TCL negative oxygen ion (AAT) fresh-keeping refrigerators, indicating that they began to focus on fresh storage of ingredients; by 2016, TCL refrigerators first launched TCL air-cooled double-inverted refrigerators, highlighting Industry air-cooling technology limitations; By 2017, the global release of TCL integrated inverter air-cooled refrigerator, the industry's first integrated inverter air-cooling technology; in March 2018, comprehensive upgrade of smart health 'air-cooling +' strategy, AAT wisdom sterilization system It has been popularized in more than 250L products, achieving 100% antibacterial door seals and handles for new products. By 2020, TCL refrigerators will achieve 70% sales of healthy refrigerators.
Wang Xianju, general manager of TCL White Appliances Business Unit, said that the initial intention of TCL refrigerator washing machine is to inherit the pragmatic and innovative corporate philosophy and innovate for the healthy life of users. Facing the new era, TCL refrigerator washing machine will stick to its original intention and unswervingly promote the group's double +Strategy' transformational landing, with 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, become the user's intimate life assistant and health housekeeper.
Subdivided TCL ice wash
Under the wave of consumption upgrades, our home appliances have been transformed from popular consumption to structural consumption upgrades. High-end products are getting more and more attention from consumers. According to sales data during the Jingdong National Day, JD.com large-capacity refrigerators are absolutely favored. The year-on-year growth rate of refrigerators above 450 liters is more than twice the overall average growth rate. Among them, the cross-opening door and multi-door refrigerators have grown significantly.
TCL's main features of artificial intelligence, health, large capacity and other washing machine refrigerators are also emerging, changing the situation of the market in the past. The demand determines the market, the segmentation of home appliances is directly determined by the change in consumer demand, this The change in demand has typical characteristics of the times.
For example, the TCL integrated variable frequency air-cooled refrigerator has a user intelligent identification system. Compared with the common smart modes such as adding Wi-Fi modules, this refrigerator can automatically identify foods, with smart touch screens, and the user on the surface of the refrigerator. Technical interaction, put the food into the refrigerator, the refrigerator identifies and broadcasts the name of the food. After closing the door, the food list is displayed on the APP, and the user can use the mobile internet to instantly understand the information of the food in the refrigerator.
Not only is the product segmentation, market segmentation and more uncertain, found 'only concerned with the big brands the secondary market began to force the four-tier market', the channel sink, TCL refrigerator, washing machine in the research mainly focuses on 4-6 level market, but there are also 1-3 layout of the market, in the field, TCL referred to the whole category of stores this year, had also created a store system, that is, more modern store experience. 'now we have a very good logistics system and marketing system, a point can be done to stop hair Hefei National Chapter Li, general manager of TCL white home appliances division, said China marketing Center 'future market segments will be more clearly'.
Not only that, this year TCL White Appliances Division's overall sales revenue target is to break through 4 billion. TCL ice wash also throws a key word to the industry - 'integrated new retail'. In short, product integration, logistics integration and Information integration. Integrate online and offline products gradually. In a specific region, accelerate the integration of product lines; logistics integration, truly achieve the same product distribution; information integration, open up the relationship between platforms, Realize the integration of information, allowing consumers to create unlimited imagination.
Internationalized TCL ice wash
According to relevant data, in the global scope, TCL refrigerators increased by 13.2% year-on-year in the first six months of this year; TCL washing machines increased by 8.6% year-on-year, creating a miracle in the industry's contrarian growth and becoming one of the fastest growing companies in the industry!
Backed by TCL Group's dual + strategy and global brand strategy, TCL refrigerator washing machines have continuously improved the core competitiveness of product brands in the global market in recent years, and actively expand overseas markets. In the European market, TCL refrigerator washing machines integrate European resources, constantly on products Integrated development with technology, and a high-level, international R & D team, and actively cooperate with the German industrial design team.
Not only that, but also in Asia-Pacific, the Middle East and Africa, there are mature channels. In emerging markets such as South America and India, TCL refrigerator washing machines and various industries jointly promote local market development, strengthen brand image and user perception, and deepen the international market demand. And user practical scene insight, adhere to pragmatic innovation, open a larger international market with better products.
At the end of the 2018 IFA Berlin International Consumer Electronics Show, TCL pollution-free washing machines, TCL integrated inverter air-cooled refrigerators and other innovative products collectively unveiled, using the latest VR experience technology and game interactive experience in the exhibition area, the audience You can experience the pollution-free and overall care process of the TCL washing machine with the VR experience. By participating in the game interaction, you can experience the innovative technology of the TCL refrigerator. The TCL refrigerator washing machine won the IFA conference. The most innovative home appliance brand, IFA2018 integrated frequency conversion technology gold award, pollution-free washing and drying one product innovation achievement award and many other international awards, show muscles on the international stage.
Undoubtedly, globalization is a protracted war. Li Dongsheng, chairman of TCL Group, once said: 'TCL is still in the process of becoming a competitive global enterprise. But we are very confident. As long as we continue to work tirelessly After ten years, twenty years later, the Chinese economy is global, and Chinese companies will be stronger in the world.'