At present, the home appliance market has ended the popularization period, and is in the turning point of quality upgrading and consumption iteration. As the highlight of the white goods category, refrigerators and users have always had close contact and affected the quality of life of consumers. Among them, the TCL refrigerator with 20 years of wind and rain, dare to dare to insist, is leading the market with unstoppable momentum, becoming the industry benchmark.
In the first half of the year, the amount of TCL increased by the top five?
The total data of Omni Cloud.com shows that in the first half of this year, the sales volume of China's refrigerator market was 16 million units, a slight increase of 0.8% year-on-year; the sales volume was 54.9 billion yuan, a year-on-year increase of 7.1%. According to the total data of Zhongyikang, the retail sales of China's refrigerator market in the first half of the year increased by 8%.
Obviously, the refrigerator market performed well in the first half of the year, and there was a happy situation in which the amount increased. What is more worth mentioning is that the TCL refrigerators in the first half of this year have also achieved remarkable results. According to data released by TCL, in the first half of this year, TCL refrigerators increased by 15% year-on-year, ranking fifth.
As we all know, since TCL entered the refrigerator washing machine industry in 1998, this year is the 20th year. After 20 years of baptism, today's TCL ice wash has become a pivotal role in the industry. The reason is that it has an inseparable relationship with its original intention, solid innovation and diligence.
On the refrigerator product line, TCL has a clear strategic layout and rapid action. In August 2015, TCL refrigerators started TCL negative oxygen ion (AAT) fresh-keeping refrigerators and began to focus on fresh storage of ingredients. By 2016, TCL refrigerators first promoted TCL air-cooled double-conversion refrigerators, breaking through the limitations of air-cooling technology; 2017, TCL Released one-in-one inverter air-cooled refrigerator, the industry's first integrated inverter air-cooling technology; in March 2018, TCL fully upgraded the wisdom and health "wind-cooled +" strategy, and achieved the popularization of AAT intelligent sterilization system in products above 250L, achieving 100% of new products. It is equipped with an antibacterial door seal and a handle.
It is reported that the current TCL refrigerator has no batch quality problems for 1398 consecutive days. It can be seen that the health experience of the user terminal and the quality of the product end are checked, and TCL has not been ignored.
Wang Xianju, general manager of TCL White Appliances Division, believes that consumption upgrading has become an irreversible development trend. Consumers' pursuit of high-quality products and high-quality life will not stop. This is the progress of the times, which complements the concept of TCL refrigerator washing machine. The original intention of TCL is to promote high-quality products to consumers, let products return to the essence, and create value for users.
At the same time, Qi Dongmin, research manager of Avi Cloud's home appliance big data business unit, also believes that the growth of the refrigerator market in the first half of the year is really reluctant, and the retail sales growth is large, mainly from two aspects: on the one hand, the upstream cost increase in the early stage forced The transformation of high-end enterprises, especially the transformation of domestic-funded enterprises, has already appeared; on the other hand, the structure of refrigerator products has been constantly adjusted, and the average price of the industry has increased significantly.
“Preservation + Health†goes hand in hand and innovation never stops
Obviously, the main competitiveness of the current refrigerator market mainly comes from the urgent needs of enterprises and users for the function of “preservationâ€. A prelude to the “preservation†has already been opened, and the heat of all major enterprises has not been reduced. .
In fact, the TCL refrigerator has long noticed this pain point of consumption, and in March this year, the "wind-cool +" strategy. TCL integrated frequency air-cooled refrigerator has a unique integrated dual-frequency control technology, and is equipped with intelligent air-cooling and frost-free technology to prevent frost inside the refrigerator. The quick-cooling technology can quickly cool down to 1 degree in 2 minutes, locking the freshness of the ingredients in the fastest time. Moreover, according to the needs of different ingredients, we have created different sections such as wet and dry partition, 3°C maternal and child area, -1 degree fish meat constant temperature lock special area, red wine tea health care special food storage area, etc., so that the storage environment is targeted, for each An ingredient for natural freshness.
It is worth mentioning that in 2016, the government issued the “Healthy China 2030 Planning Outline†and raised “Healthy China†to the national strategy. TCL adheres to the pragmatic and innovative corporate philosophy, focuses on the healthy life of users, takes the needs of users as the origin, innovates for a healthy life, escorts the healthy life of users, promotes the innovation and upgrading of China's home appliance industry, and practices the brand of big countries.
After the "wind-cooling +" strategy, TCL took the lead in proposing smart health + in the industry, with "quick cold lock + natural fresh" + wisdom health as the core content. Full-space permanent AAT negative oxygen ion fresh-keeping technology, so that the negative ion content in the refrigerator reaches 1200 or more per cubic centimeter, providing 360-degree maintenance of dust, odor, sterilization and fresh care for the food, so that the refrigerator not only keeps fresh, but also healthier.
As Wei Jun, general manager of Zhongyikang White Power Division, said, health is the topic that Chinese home appliances cannot escape in the future. With the awakening of national consciousness and quality upgrading, health will be the main development direction of the future. He believes that now is the best era and the worst era. The worst is that China's home appliance competition has entered a feverish trend, and innovation has come to an end. The best is that it has higher requirements for product update iterations, and it is also an opportunity for enterprises.
General Manager Wang Xianju said that in the new era, TCL Ice Wash will practice "ingenuity" and "concentration", focus on health, and escort everyone's diet and laundry health. In 2018, TCL's healthy refrigerators will account for 70% of refrigerators. By 2020, TCL washing machines will be free of pollution. TCL ice washing is resolute and decisive for the implementation of health strategy!
At the same time, he also bluntly stated that the initial intention of TCL Ice Wash is to inherit the corporate philosophy of pragmatic innovation and innovate for the healthy life of users. In the face of a new era, TCL refrigerators will stick to their original intentions, unswervingly promote the transformation of the Group's “double + strategyâ€, and use the innovative spirit of dare to dare to persist in product innovation, with exquisite craftsmanship and excellence. To provide users with the ultimate product experience and service, to become the user's intimate life assistant and health butler, to 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.
"Sincere + Intimate" marketing strategy enhances user stickiness
Zhang Li, general manager of the China Marketing Center of TCL White Appliances Division, said, "We sell not only products, but more care and love for users."
At the press conference held on August 8, TCL Ice Wash released a strategy on marketing, mainly summed up in two words, one is sincerity, that is, sincerity is the way to create value for customers; one is intimate, that is, to focus on user health life.
Not only that, during this year's World Cup, TCL also signed a contract with Brazilian football player Neymar before the World Cup to further accelerate the globalization process through event marketing. In China, TCL chose Ma Tianyu's endorsement with more than 20 million fans, and also targeted young users. It is also an important embodiment of “sincerity + intimacy†through the close interaction between users through sports marketing and entertainment marketing.
In addition, there is no doubt that it is necessary to enhance the user's stickiness and treat the user as a relative, so that the product will be impressed by the user in the first time. For example, the refrigerator is not only a refrigeration preservation function, but more importantly, the health is not only clean, but also the washing machine. It is also necessary to eliminate secondary pollution. In short, what the user thinks, the urgency of the user, and the user, is the best marketing strategy for the company to succeed.
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