Compared with previous years, the overall performance of the home appliance market in 2017 was not good, but the refrigerator washing machine industry still resisted the high pressure and achieved steady growth. From January to October 2017, the sales growth rate in the washing machine market exceeded 7%, a record high in recent years; the cumulative output of China's household refrigerators in January-October 2017 also reached 82.246 million units, a cumulative increase of 13.7%.
Since 2014, the growth rate of refrigerator washing machine industry sales has shown a moderate upward trend. Entering 2018, the market will open a new competitive format. Who can compete in the track to achieve high leadership? The TCL ice wash that has long been adhering to the concept of “pragmatic innovation†has been prepared in advance, and “Liu Ying Wai He†continues to write the 2018 market legend. .
Li should: use the upgrade to replace the tide corner overtaking
At present, China's ice washing market is relatively mature, and the popularity of household appliances such as refrigerators and washing machines has been basically completed. This is inseparable from the state's policy of implementing home appliances to the countryside in 2007. Guided by national policies, consumers are attracted to popular consumption through price subsidies. After 10 years of precipitation, the number of households in rural refrigerators, washing machines and other products is now close to urban areas.
At the same time, with the end of the safe use cycle of the first batch of home appliances to the countryside, the industry expects that the demand for replacement of household appliances such as refrigerators and washing machines will be released in 2018. In addition, under the promotion of consumption upgrade, the ice-washing industry has also entered the upgrading stage of technological innovation and product innovation from the original competition mode of heavy subsidies and heavy prices. In the 2018 refrigerator market demand, the proportion of replacement will exceed 70%, and the average price of the industry will increase by 2.0% year-on-year; while the washing machine market will continue to grow in a “slow cow†trend. In this context, SMEs are still striving for survival, while mainstream companies are more focused on optimizing product mix, strengthening key markets, and amplifying the advantages of their own high-end differentiated products.
As one of the fast-growing brands, TCL Ice Wash has transformed from a new force to an industry leader through its bold layout in recent years. In particular, through the high-end differentiated product layout, TCL found an incremental channel. In March 2016, TCL washing machine lasted for three years, subverting the internal structure of the traditional washing machine, creating a new category of pollution-free washing machine, taking the lead in solving the secondary pollution of the washing machine, and then the TCL pollution-free drum washing machine was released in August. In March 2017, TCL also innovated the release of a non-pollution bucket in the barrel washing machine to solve the cross-contamination between clothing and clothing. At this point, the TCL washing machine has comprehensively solved the double-difficult solution of secondary pollution and cross-contamination.
TCL pollution-free technology has also obtained China's national technology certification and four international patents. In September 2017, China Household Electrical Appliances Research Institute and Beijing China Lightlink Certification Center also awarded TCL the first characteristic certificate and “no pollution featureâ€. The “Washing Machine†certification highly recognizes the contribution of TCL washing machines in the field of pollution-free innovation.
In addition, TCL refrigerators have also made great achievements in high-end health. With 17 core technologies and 205 patents, TCL integrated inverter air-cooled refrigerators are the first to achieve integrated air-cooling technology, achieving fast cooling, small temperature difference, super energy saving and low noise. The big advantage is that the traditional refrigerators are cold and slow, and the temperature difference is large, which provides the best food storage solution for the subject of consumer consciousness change.
In 2015-2016, the refrigerator washing machine intelligently developed rapidly. In 2017, the refrigerator washing machine industry turned to the “healthy†style, and it was required to return to the essence of the product. Under the situation of intelligent homogenization and no breakthrough, high-end healthy ice washing became the major ice washing manufacturers. The main competitive point, TCL, which has long been healthy, has undoubtedly seized the market opportunity. In addition, in the current upgrade wave, TCL Ice Wash competes with other brands by virtue of differentiated high-end product layout and ice wash solution that meets the pain point of consumption. It not only highlights its R&D and innovation capabilities, but also will compete in new competition. Continue to maintain the advantage to achieve overtaking in the corner.
External cooperation: the "One Belt, One Road" flag opened up
The internationalization of Chinese brands is the only way to go. The national policy proposes to promote the "going out" strategy and the "Belt and Road" construction and open up a new pattern of comprehensive competition. The “One Belt, One Road†policy has provided absolute support for Chinese companies to go abroad and to expand overseas. TCL ice washing is not only in the domestic market, but also actively planning outside the country, and using the strength of the group to complete the global layout.
As the iconic brand of China's going global, TCL has re-established the market strategy of “three military linkages, brand leadership, and rooted in key market countries†from overseas acquisitions in 2015. The influence of international pioneers continues to deepen. At present, TCL has 26 R&D institutions, more than 10 joint laboratories, 22 manufacturing and processing bases, and more than 7,000 R&D personnel. The annual R&D investment reaches more than 4% of sales revenue, and is in Vietnam. Poland, Mexico, Egypt and Brazil have built factories to radiate Southeast Asia, Europe, Central and North America, the Middle East and Africa, and Latin America. Focus on R&D and industrial chain layout to win global competition opportunities.
Take the North American market as an example. At the 2018 International Consumer Electronics Show (CES2018) in Las Vegas, USA, TCL is on schedule. As one of the world's largest consumer electronics exhibitions, CES brings together the world's advanced consumer electronics trends, and on this international stage, TCL represents the Chinese brand and shows the world the growth rate of Chinese brands. As early as 2004, TCL began to lay out the North American market, from the initial acquisition of Thomson to operating its own brand TCL in 2010, and then to the "double +" transformation and globalization of the two-wheel drive development strategy in early 2015, TCL in North America From 0 to 1.
In addition, TCL Global Creative Projection Advertising has been listed in six cities including New York, USA; it is named Hollywood China Grand Theatre, and continues to cooperate with Hollywood blockbusters such as X-Men, Mission Impossible 5 and Justice League; NBA The official TV partner of the Minnesota Timberwolves... TCL has been at the top of the overseas marketing of Chinese brands in international brand output.
Relying on the group's nationalized layout and advantages, TCL's ice washing business has also blossomed in the global market, and its innovative technology has been internationally recognized. During the 2017 IFA exhibition, TCL refrigerator products won international awards such as “IFA 2017 Technology Innovation Achievement Awardâ€; TCL washing machine products won many honors such as “IFA 2017 Product Innovation Achievement Awardâ€. With a number of innovative technologies, TCL ice washing has not only become a technical benchmark for China's industry, but also a mirror for China's manufacturing to establish international influence. The internationalization road is getting wider and wider, the international brand competitiveness is increasing, and the whole world has seen the "big country". The strength and energy of the brand.
In the past 2017, TCL ice wash performance was outstanding. TCL Group's sales announcement for the third quarter of 2017 showed that sales of refrigerators and washing machines increased by 8.41% and 13.2% respectively year-on-year; sales data for July 2017 also showed that sales of TCL ice-washed products increased by 24.7% and 93.2 respectively. %.
In 2018, the wave of domestic upgrading has emerged, and the foreign “Belt and Road†policy provides an opportunity for expansion. The internal and external double air outlets have brought opportunities for the ice-washing enterprises to increase their growth space. TCL ice-washing insights first, with high-end innovative products to capture the needs of the group in the consumption upgrade, with the international expansion of the group to promote the simultaneous growth of the fine-branch business, the "li-in-out" double-track parallel, will undoubtedly lead the entire competition track in 2018, continued Write industry legends.
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