On April 17th, Brazil local time, TCL & Neymar's global conference was held in Sao Paulo, Brazil. At the meeting, TCL awarded Neymar the seal of identity and responsibility of “global brand ambassadorâ€. Neymar rewarded TCL Group with a custom signature jersey. It was the first public appearance since the signing of the two parties in February. Moreover, TCL full-touch anti-fouling drum washing machine and integrated frequency conversion crystal cross four-door air-cooled refrigerator are also stunning, and its innovative technology has been praised by Neymar.
Neymar is the top star in today's football and has many fans around the world. TCL is holding hands with Neymar, which is very significant for TCL ice wash. There are two main meanings behind it:
First, TCL ice wash is entering the acceleration period of global expansion. In addition to continuing to consolidate the European and American market, it is also strategically expanding in emerging markets such as Brazil, India, Russia, and Argentina. TCL Ice Wash and Neymar are undoubtedly Will accelerate the globalization of TCL;
Second, based on Neymar's star effect, it will also drive more young fans at home and abroad to pay attention to TCL ice wash, help TCL establish a more effective connection with young consumer groups, accelerate the realization of brand rejuvenation iteration, and build on a global scale. A younger, more vibrant brand image.
In-depth development of brand young internationalization
Almost all leading home appliance brands are actively seeking foreign development. On the one hand, the domestic market is competing in the Red Sea, and the share of food is becoming more and more limited. On the other hand, international promotion is conducive to the rapid growth of the brand, which is more competitive in the market. .
TCL's internationalization path has undergone multiple transformations: from the initial overseas mergers and acquisitions, to the re-enactment of the brand strategy of “three military linkages, brand leadership, rooted key market countries†in 2015, and now, TCL has been in Vietnam, Poland, Mexico, Egypt. And factories built in Brazil and other places, radiating Southeast Asia, Europe, Central and North America, the Middle East and Africa and Latin America. The business cards of TCL International Pioneers are constantly being polished.
Under the development of the Group's internationalization road, TCL ice washing is also more likely to enjoy the fruits of international brand promotion. At the international consumer events such as the Consumer Electronics Show in Berlin and the Canton Fair, TCL Ice Wash has continued to penetrate the international perspective, and the depth, breadth and overall value of the exposure are continuously being released.
In the process of international exploration, TCL Ice Wash is closer to the global youth consumer group by using Super Soccer IP and Sports Video IP. This time, together with the football superstar Neymar, it has caused great shocks in the sports industry and the home appliance circle. This is a successful attempt to effectively link Chinese traditional brands with international young consumers.
In fact, in addition to Neymar, in September last year, TCL also selected Ma Tianyu, a domestic movie star, as a global brand image spokesperson, dedicated to exploring younger, more temperature-based communication methods, building joint brands and domestic young users. Bridge. Driven by Ma Tianyu, many young consumers have met the younger and more energetic TCL ice wash, and their refrigerator washing machine products are also favored by them.
At the same time, in deepening the brand's young internationalization strategy, TCL also accelerates the user iteration of the brand through innovative localized marketing. In 2013, TCL became the title sponsor of the Hollywood China Grand Theatre. This is the first time that the theatre has been cooperating with Chinese companies since its completion in 1927. Since then, TCL has been associated with X-Men, The Avengers, and Iron Man 3 "", "Mission Impossible 5", "Justice League" and other Hollywood giants cooperate to quickly open up the global market through entertainment marketing; TCL also cooperates with the famous American TV entertainment program Ellen Show, and cooperates with IMDB to participate in the Emmy Awards, etc. Close the distance between the brand and young foreign consumers.
In Brazil, Argentina and other football powers, TCL sponsors the Rosario Central, Riverbed and sponsored coaches; in Australia, TCL sponsors the Australian Horse Racing Festival for 12 consecutive years and sponsored the Victoria Victory Football Club in Australia this year; TCL is the official partner of the CBA League...
TCL is continuing to deepen the brand's young international development, and holding Neymar is only a drop in the ocean.
Excellent quality products benefit global wisdom and health
Based on the influence of the TCL brand in the global home appliance market and the daily increase, the TCL refrigerator washing machine has also begun to show its prominence on the international stage. Behind the successful development of the young internationalization of TCL ice-washing brand, it is mainly supported by the absolute support of its refrigerators and washing machines. Faced with the deepening of the global consumption upgrade wave, a home appliance brand does not have high-quality product output, how can it attract consumers and win the continuous trust of users?
TCL ice wash has been seen in the global market for two years. Its pollution-free washing machine and integrated variable frequency air-cooled refrigerator bring a smart and healthy double-effect experience to families pursuing quality life around the world. The TCL washing machine is the first to lock the user's laundry pain point and continue to make breakthroughs in technology. From the pollution-free pulsator washing machine to the pollution-free drum washing machine to the bucket-free washing machine in the pollution-free bucket, TCL completely solved the secondary pollution of laundry and the cross-contamination between clothing and clothing, becoming a free sewage system solution. The founder, the maker of the standard for pollution-free washing machines, and the first professional certification recipient of the China Light Industry Federation.
In 2018, TCL washing machine upgraded its product brand strategy again, focusing on providing users with 100% free pollution, that is, all-round pollution-free, whole-process pollution-free and life-saving and pollution-free. In 2018, TCL washing machine will take the lead in achieving the whole line of products free of pollution, while stopping the research and development investment of non-stainless products, and stop producing non-soil-free washing machines in 2020, gradually promoting the popularization of health care, so that pollution-free + It is truly a standard for healthy living in the world.
In addition, TCL refrigerators have been exploring the health threats hidden in the refrigerator for many years, pioneering the integrated frequency air cooling technology, changing the defects of traditional air-cooled refrigerators, such as slow cooling and large temperature difference, redefining air cooling and providing users with the best. Ingredients storage program. In 2018, TCL refrigerators are more deeply cultivated for the storage of food materials for users. On the basis of focusing on the technological upgrading of refrigerators, they pay more attention to the smart and healthy storage of refrigerator ingredients. Through the AAT intelligent sterilization system, 91.17% of the internal space of E. coli is removed to protect the freshness and safety of the ingredients, providing a comprehensive health care for the family.
Together with the product brand strategy of “No Pollution +â€, TCL refrigerator also launched the “Air Cooling +†strategy. In 2018, the unique AAT intelligent sterilization system of TCL refrigerator will be widely popularized in new products of 250L or above. From the fresh-keeping and nutrient health of the ingredients, all new products are 100% equipped with antibacterial door seals and antibacterial handles; according to the plan, to 2020 In the year, TCL refrigerator strives to achieve 70% sales of healthy refrigerators.
The new upgrade of TCL refrigerator and washing machine in the product brand undoubtedly paved the way for the development of globalization and younger development, so that the brand international youth can be explored without any worries. The international technology research and development innovation also feeds on the innovation of TCL ice-washing products, bringing a better health and wisdom experience to users around the world.
Up to now, TCL has 26 R&D institutions, more than 10 joint laboratories and 22 manufacturing bases around the world. Its product technology has become an uncompromising global technology leader from former followers. On this basis, TCL Ice Wash has also become an international company that has achieved globalization in terms of products, design, R&D, manufacturing and sales. Thanks to the strength of the strong vertical integration industry chain and the deep layout of the comprehensive industry, the TCL Ice Wash Brand Logo shines with the brilliance of the rise of “China Zhizaoâ€.
Written at the end:
The global ice wash market in 2018 is still looking forward to. Aowei Cloud Network (AVC) omnichannel data shows that in 2018, China's washing machine market retail sales reached 16.51 billion yuan, an increase of 8.4%; China's refrigerator market retail sales of 20 billion yuan, an increase of 10.5%. This year, TCL Ice Wash will continue to open up an international market with the hands of football star Neymar. It will compete with international top brands and deliver smart health to every young person in the world with upgraded refrigerators and washing machine products. Consumers and every family!
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