From the past, the expansion of the characteristics of large-scale and wide-ranging scales, to the connotation stage of focusing on improving product structure and operational service quality, China's refrigerator washing machine industry has entered a transitional transition period under the trend of consumption upgrading. In the short-selling market, why does the ice-washing brand seize the opportunity to achieve a two-way leap in the market and brand, and be able to face the top PK with the world's top rivals?
In fact, after decades of market circulation, the brand structure of refrigerator washing machines has long been different. With the continuous deepening of the Internet and the trend of consumption upgrades, the traditional brand advantage is difficult to protect, and there are many opportunities for new brands. In October of this year, Xinfei Refrigerator, once known as one of the “four golden flowers†​​in the refrigerator industry, was forced to suspend production due to financial pressure, which deeply triggered the industry's thinking on the development of refrigerator washing machine brand. In recent years, the overall ice-washing industry is in a dilemma of low growth or even negative growth. The oligopolistic brand has a competitive trend and the market has shuffled.
Taking the refrigerator market as an example, public data shows that the number of refrigerator brands has decreased by 50-70 in 2017, and as of October 2017, the top three brands share 54.4%, up 6.1% year-on-year; the top five brands share It reached 73.3%, up 8% year-on-year; the top ten brand share reached 90%, up 3.7% year-on-year. The concentration of head brands has increased, and the speed of elimination of small and medium-sized brands is accelerating.
It must be emphasized that the improvement of China's economic strength has directly led to the rapid rise of China's refrigerator washing machine brand, and the process of withdrawing foreign brands from China is gradually accelerating. After entering the Chinese market, the Korean brands represented by Samsung and LG have experienced rapid growth. In the refrigerator market alone, the market share of the two most brilliant companies exceeded 10%; in addition, European brands such as Siemens and Electrolux It was once popular among Chinese consumers. However, at present, the ice-washed domestic brands represented by Haier, Midea and TCL have begun to replace foreign brands, and they have competed in the Chinese and even the world stage to represent the big country brands belonging to the Chinese era. legend.
Among them, compared with Haier, Midea and other brands with many years of professional exploration advantages will encounter the dilemma of brand transformation, the latecomer TCL enters the refrigerator washing machine industry, seizes the opportunity of consumption upgrade and global integration era from zero, and in the big country brand Under the end of the gene endorsement, the brand strength is more emboldened than the top peers in the industry.
Big country brand endorsement
After 36 years of development history and 18 years of global expansion, TCL now has a global vision and pattern, and can represent China's highest level in the field of home appliances and compete with global brands. This is the TCL refrigerator washing machine can be in a short time. The key to adding strength to the industry.
It should be noted that over the years, TCL Group has established production bases, R&D centers and sales companies in various countries around the world. Up to now, TCL has operations in more than 160 countries and regions around the world, with sales organizations in more than 80 countries and regions, accounting for nearly 50% of overseas sales; and TCL has established 26 R&D institutions around the world, more than 10 The brand joint laboratory and 22 production bases, more than 7,000 R & D personnel, to promote the globalization and localization of the brand, while also in advance in the AI, big data and other innovative technologies, in order to take the initiative to grasp the first advantage of technological innovation.
In the face of the ever-changing overseas situation, TCL is constantly adjusting its development strategy. From the initial overseas acquisition, to 2015, TCL re-established the brand strategy of “three military linkages, brand leadership, rooted in key market countriesâ€, and the impact of TCL internationalization pioneers. The power is constantly deepening. At present, TCL has built factories in Vietnam, Poland, Mexico, Egypt and Brazil, radiating Southeast Asia, Europe, Central and North America, the Middle East and Africa and Latin America.
In addition, in the process of actively expanding overseas market territory, TCL has also continuously strengthened its international status and demonstrated its brand value through a series of international marketing strategies. Not long ago, following the first "Road" of the TCL brand documentary, the second "Way" also appeared in CCTV-1 "Great Country Brand", which successfully attracted the attention of consumers at home and abroad, and with the spread of global creative projection advertising. At the same time, it highlights the strength of the TCL brand; at the same time, it is the American cultural landmark of the Hollywood China Grand Theatre, and cooperates with the most famous talk show ELLEN SHOW in the United States, as well as title or sponsor basketball, football, rugby, bicycle and other sports. In the event, TCL constantly communicated its brand proposition through innovative marketing model, and refreshed the style of China's big country brand on the world stage.
Thanks to its brilliant global battlefield and innovative marketing overseas for several years, TCL brand was awarded the “Big Country Brand†award at the recent annual summit of big country brands, which is undoubtedly meaningful for TCL ice wash business expansion. major. Under the opportunity of the Group's international exploration and the national “One Belt, One Road†policy opportunity, the TCL refrigerator washing machine just caught up with the best opportunity of the Chinese brand in the past 100 years, laying a sunny road for the expansion of TCL ice wash globalization. At present, TCL ice wash has performed well in the Middle East, Europe and other regions, and with the help of the German IFA Home Appliances Exhibition, the brand strength of TCL Ice Wash has been greatly enhanced.
Absolute innovation leading
In addition to the group's big country brand endorsement, this year's TCL exclusive title CCTV documentary "Daguo Brand", TCL Group Chairman and CEO Li Dongsheng also mentioned: "Innovative endeavor is the constant gene of TCL." Innovation, in TCL refrigerator washing machine products are particularly outstanding.
In terms of washing machine, in March 2016, TCL washing machine overturned countless programs over the past three years, subverting the internal structure of traditional washing machines, creating a new category of pollution-free washing machines, completely solving the problem of sewage washing troubles that have plagued the industry for many years, and first solved the washing machine clothes. Second pollution; in August of the same year, TCL once again launched a pollution-free drum washing machine to solve the secondary pollution of the drum washing machine; in March 2017, TCL innovated the introduction of a non-pollution bucket in the barrel washing machine to solve the clothing and clothing room Cross pollution.
At that time, TCL pollution-free washing machine solved the secondary pollution of clothes washing machine and the cross-contamination between clothes and clothes. The pollution-free technology also won four international patents such as 2016IFA “Clean Technology Gold Award†and China National Technical Certification. TCL washing machine was This has become the founder of the industry's free pollution system solution, the maker of the pollution-free standard, and the continuous innovator of the washing machine pollution-free technology, leading the industry to a new way of healthy washing.
In addition to the washing machine and refrigerator field, TCL relies on 17 core technologies and 205 patents to create the first integrated frequency air cooling technology, which makes the refrigerator have the advantages of “cooling fast, small temperature difference, super energy saving, low noiseâ€, etc. , the temperature difference and other defects, to provide users with the best food storage solutions. At this year's IFA exhibition in Germany, TCL refrigerator integrated frequency air cooling innovation technology also won the "Technology Innovation Achievement of the Year" award, highlighting its brand technology innovation strength on the international stage.
Obviously, through the use of innovative iterative products such as washing machines and refrigerators as the best endorsement, TCL Ice Wash has made a strong brand name for Chinese manufacturing in the world.
At present, the big country brand is not only an urgent need for China to go global economic stage, but also an internal requirement to adapt to changes in the stage of economic development and to find new impetus for development. It will promote the transformation of China's manufacturing to China, the transformation of China's speed to China's quality, and the transformation of Chinese products to Chinese brands. It is the responsibility and responsibility of Chinese brands to achieve the big country brand, and the brand password behind TCL ice washing has already become a reference sample of the national brand development strategy, leading the in-depth development of Chinese brands in the growth stage.
More importantly, under the endorsement of big country brand genes and continuous innovation, TCL ice wash is more emboldened than the top peers in the industry. The brand era that really belongs to TCL ice wash has come.
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