In the era of inventory competition, the product replacement speed of the refrigerator washing machine industry is still accelerating, but with the continuous upgrading of the consumer structure, consumers are more sensible and cautious when buying home appliances, which directly leads to a more catastrophic market competition for refrigerator washing machine companies. Can take the initiative to seek product upgrades from the user's basic pain points, in order to stay in the competitive market in the arrogant place.
According to AVC's omni-channel push total data, in 2018 Q1 China's washing machine market retail sales reached 16.51 billion yuan, an increase of 8.4% year-on-year, retail sales of 8.242 million units, a year-on-year decrease of 2.1%; refrigerator market Q1 retail volume 6.56 million units, a year-on-year increase of 0.5%, retail sales of 20 billion yuan, a year-on-year increase of 10.5%. The rise in industry price increases, cost pressures persisted, real estate tightened, and new housing purchase demand was insufficient. This impacted China's refrigerator and washing machines industry, especially washing machines. Q1 sales actually fell by 2.1% year-on-year.
In spite of this, under the stimulation of high growth last year, most ice-washing companies still maintained a high level of enthusiasm in 2018. Taking the rapidly growing TCL ice-washing brand as an example, in early March, the “double-plus†strategic upgrade of the refrigerator washing machine brand was announced. In April, he signed the world soccer star Neymar in Sao Paulo, Brazil, and awarded him the stamp of “Global Brand Ambassador†status and responsibility. Internally and externally, the recent performance of TCL's ice wash has been widely exposed, and its leading smart and healthy life is gradually moving from the blueprint to reality.
From hardware products to wisdom and health, forced industry competition upgrade
At present, the service industry has become the largest industry in China's economy. Traditional home appliance manufacturers have been facing the transformation of home service providers for more than 10 years. They have experienced both the pain of short-term growth weakness and their long-lost prospects. Some leading home appliance companies have found a way to sustainable development, but there are also a few companies that are still struggling to get out of the cycle of relying on the seller’s electrical hardware for profit. With the near-footprint of the multi-polarization of the “hardware, content, and service†platform in the Chinese home appliance industry, simply looking for upgrades in the traditional functions and operations of hardware products, how can we adapt to the experience driven by consumer upgrades and enjoy the high-end market? Competition upgrade?
It must be admitted that today's consumers are paying more attention to what kind of enjoyment the product can bring to me, not the price. In particular, the choice of ice-washed products will change from the “absence†to the “good or bad†in the past and move from clean preservation to smart and healthy. Therefore, the “old ideas†that ice-washing companies used to focus on hardware products have long since left the team, and the pursuit of “new trends†that brings wisdom and health has already struck.
TCL has been deeply aware of the pain points of consumer demand for many years and has long grasped the trend of the market. It is also unique in the field of healthy wisdom and ice washing. Taking washing machines as an example, TCL has completely solved the problem of secondary contamination of laundry and cross-contamination between clothing and clothing, from a contaminated washing machine to a contamination-free drum washing machine to a contaminated bucket-in-barrel washing machine. The founder of the filthy system solution, the maker of the standard for contaminant-free washing machines.
This year, TCL washing machine product brand strategy to achieve upgrades, is committed to providing users with 100% free pollution, that is, all-round pollution-free, the whole process of pollution-free and life-long pollution-free. In 2018, TCL Washing Machine will take the lead in achieving the elimination of pollution from the entire product line under the line, stop investment in research and development of non-polluting products, and stop production of non-fouling-type washing machines in 2020, and gradually promote the comprehensive use of health care, so that pollution-free + It truly becomes the standard of a healthy life.
In the field of refrigerators, TCL is not only focused on fresh ingredients, but also focuses on healthy storage. In recent years, TCL refrigerators have been particularly dedicated to solutions that have long been hidden in the health threats of refrigerators, with the innovation of variable frequency air-cooled refrigerators to achieve partitioned storage to ensure healthy food.
Since this year, TCL has also introduced smart and healthy storage to create smart and healthy homes for users to store food from outside to inside. Upgraded TCL Integral Frequency Conversion Air-cooled Refrigerator with integrated single-control dual conversion technology, can realize 2 minutes quick cooling 1°C, lock the fresh ingredients, and use the permanent AAT negative oxygen ion preservation technology in the whole space to achieve “dust removal, deodorization, addition "Bacteria, fresh care" is a 360-degree maintenance. Moreover, TCL Refrigerator also upgraded its product brand strategy to “air-cooled+â€, that is, in 2018, TCL's exclusive AAT Smart Decontamination System will be fully popularized in 250L and above new products, from foodstuffs to freshness, nutrition and health, All new products are 100% equipped with antibacterial door seals and antibacterial handles; according to the plan, by 2020, TCL refrigerators will strive to achieve healthy refrigerator sales accounted for 70%.
TCL refrigerator washing machine accelerates the upgrade of smart health experience by focusing on the user's health pain points, not only brings users unprecedented ice-washing enjoyment, but also pulls the market's focus from the hardware product to the wisdom and health dimension, and forces the industry to compete rapidly towards high-end health. Domain upgrades.
Draining from the Domestic to the World, Accelerating the Global Wisdom and Health Popularization
In the global integrated eco-layout process, home appliance companies with comprehensive strength will choose to turn their attention to more distant international regions. After all, at present, the domestic appliance market is difficult to find a wide range of demand for an outbreak of dividends. The fact that “the more wolf is less meat†is also forcing home appliance companies to defect to exotic countries and look for a broader incremental space.
However, in recent years, the "Made in China" label in the household appliance industry has shifted to the "China Wisdom" business card, and more and more leading companies have begun to actively expand their domestic advantages to the world, thus consolidating the base of their rapidly growing domestic market position. At the same time, accelerating global expansion, TCL ice wash is one of them.
For many years, TCL refrigerator washing machines always adhered to scientific and technological innovation, based on the user's "healthy" principle, gradually inciting the high-end market in the ice-washing industry, accelerating the realization of corner crossing, and occupying a leading position in the domestic ice-washing field. Nowadays, TCL Icewash is also relying on its overseas R&D, production and sales advantages to begin to seek a higher level of growth.
Not long ago, TCL and international star Neymar held a signing ceremony that triggered industry turmoil. The representative of TCL Group gave Neymar a stamp bearing the identities and responsibilities of "global brand ambassadors." Neymar rebrews custom-made signature jerseys to the TCL Group. This time in hand Neymar, TCL's refrigerator washing machine business even more seize the opportunity to divert its wisdom and health habits in the Chinese home appliance industry to the world and accelerate the popularization of smart and healthy life in the world.
In fact, TCL refrigerator washing machines have been quietly cultivating overseas markets, through the overseas cross-border marketing model, close to the hearts of consumers in the same healthy living concept overseas. In 2013, TCL became the title sponsor of the Hollywood China Grand Theatre. This was the first time that the theater has cooperated with Chinese companies since its establishment in 1927; then, TCL and X-Men, Avengers, and Iron Man 3 The Hollywood giants such as "Mission Impossible 5" and "Justice League" have rapidly opened up the global market through entertainment marketing. TCL has also joined EllenShow, a well-known TV entertainment program in the United States, to participate in the Emmy Award sponsorship together with IMDB.
In other football powers such as Brazil and Argentina, TCL has sponsored the Rosario Central Team, the Riverbed Team and sponsored coaches. In Australia, TCL has sponsored the Australian Horse Racing Festival for 12 consecutive years and this year has sponsored the Victoria Victory Football Club in Australia; TCL is an official partner of the CBA league. Over the years, TCL has received attention from hundreds of millions of international young consumers through cross-border marketing. This is the basis for the current popularity of healthy and smart life of TCL refrigerator washing machines. Where
In overseas markets, “We hope that white household appliances can achieve an overseas sales ratio of more than 30% through the industrial linkage of the industrial group.†Zhang Li, general manager of the China Marketing Center of TCL White Goods Division, said in an interview that sales are currently overseas. The proportion of TCL in ice washing is about 10%, while the proportion of overseas sales of TCL is about 40%.
Adhering to the concept of health and excellent technical quality, TCL Ice Wash will join forces with Neymar this year to accelerate the globalization of TCL appliances, activate the market potential of TCL, effectively increase the brand value of TCL globalization, and help TCL refrigerators and washing machines. The concept of health advocated by it has won worldwide recognition.
In 2018, the strategic target announced by TCL Ice-Cleaning Products was to plan to exceed 4.5 million units of sales in the world and plan to achieve a 30% year-on-year growth in the next three years. "In 2018 TCL will seize these opportunities to achieve quality growth." We have reason to believe that under the deepening of the global market and the upgrade of high-end competition in the industry, the concept of smart and healthy life of TCL Ice Wash will be spread to more families around the world.
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