At the same time, TCL Ice Wash will also increase healthy home appliances to the strategic level of product brands, bringing with it a brand strategy of “free-smoke+†and “air-cooled+†products, taking the healthy life of users as the core and adopting product usage scenarios and user experiences for family members. The healthy life speed will lead the future development trend of the ice washing industry. On AWE2018, Zhang Li, general manager of the China Marketing Center of TCL White Goods Division, said that the goal of 2018 is domestic and foreign, breaking more than 4.5 million sets of ice-washing sales!
Behind the confidence, what kind of market situation will the TCL refrigerators face? From the perspective of the market situation last year, the continuous high prices of raw materials and the tightening of real estate policies have directly affected the ice-washing consumer market. According to AVC's total data, from January to December 2017, the total sales volume of the Chinese washing machine market was 36.88 million units, an increase of only 1.4% year-on-year; the total sales volume of the refrigerator market was 33.76 million units, a year-on-year decrease of 0.6%. . Whether it is the refrigerator market or the washing machine market, did not hand over a satisfactory report card last year, then in 2018, the ice-wash market continues to continue this trend? Or is the contrarian trend increasing?
Ovey Cloud Network predicts that in 2018, the sales volume of the washing machine market will reach 37.30 million units, an increase of 1.1% year-on-year; the refrigerator market is expected to have a retail volume of 33.96 million units, an increase of 0.6% year-on-year. From the forecast of professional research institutions, the increase in the ice-washing market in 2018 is not obvious; from the perspective of the layout of major companies, leading companies have already begun actively preparing goods, launching promotions, and preheating new products. The momentum is full of confidence; from the reality Look, the price of ice-washed bulk material has increased greatly. Taking refrigerator black as an example, the impact of black material on the cost of a single refrigerator last year was as high as 20%, which is far greater than the industry's normal digestion space. Although the current cost price has rebounded, it is still at a high level, and it still poses a certain threat to the development of the enterprise. Some enterprises with strong strength and brand power are still in danger of losing money.
Therefore, in a comprehensive view, the development of the ice-washing market in 2018 is not clear and the pressure remains. TCL ice washing in 2018 domestic and foreign breakthrough sales target of more than 4.5 million units, rely on what to achieve? How can we guarantee the profitability space? Mr. Zhang Li gave the answer: product breakthrough, refined marketing and additional services.
In his view, in 2018, the overall market still rose steadily, especially in the domestic market. On the one hand, consumption upgrades and product structure upgrades continued to deepen; on the other hand, overall channels sank, three to four and five to six. The market below the level is an upward trend, and there is still a large chance for the entire retention rate. TCL ice wash must seize these opportunities and achieve quality growth.
Product breakthrough
First of all, from the point of view of product breakthrough, TCL has been using "pragmatic and innovative" product brand genes. Over the past two years, it has constantly subverted the traditional product structure, centered around the user's health and pain points, and led the health promotion of the home appliance industry. Since 2016, TCL has continued to break through technical barriers and pioneered the introduction of new types of contaminant-free washing machines. It has successively released a pollution-free wave-wheel washing machine, a contaminant-free drum washing machine, and a contaminated barrel-in-barrel washing machine, which completely solves the washing machine's clothing. The secondary pollution and secondary pollution between clothing and clothing became the founder of the Free Pollution System Solution.
On the AWE2018, TCL ice-washed with health as the center, once again launched a new "free from pollution +" new products, using the first low-temperature quick-drying condensing washing and drying machine, to achieve 40 minutes speed washing and drying one, 50-degree low temperature drying care, It can wash precious delicate down and wool and other valuable clothes; has 12KG large capacity washing space, meets the needs of the family's large amount of laundry at one time, meets the needs of modern families in multiple dimensions; uses electric motors and fans BLDC dual frequency conversion technology to achieve 45 decibels washing Silent, speed up to 1400 rpm, support for long-term efficient and smooth operation of washing machine; plus T-DI intelligent precision automatic delivery system, once added to meet user needs for washing in January, creating a comfortable living space, etc., on the TCL pollution-free washing machine The function was upgraded across the board.
TCL refrigerators, from the first TCL negative oxygen ion (AAT) fresh-keeping refrigerators in 2015, to TCL air-cooled dual-frequency inverter refrigerators in 2016, in 2017 the world's first integrated air-cooled refrigerator, TCL refrigerator in the air-cooled preservation of originality. This year, AWE has upgraded to a smart and healthy “air-cooled+â€. In addition to emphasizing the fresh storage of ingredients, the innovation of TCL Refrigerator also lies in the intelligent and healthy storage of ingredients and the creation of a smart “healthy homeâ€. Moreover, in order to completely isolate the bacteria inside the refrigerator, TCL refrigerators took the lead in the industry to achieve antibacterial silver ion antibacterial handle level 1, antibacterial rate of 99%; inside the refrigerator, through the AAT intelligent sterilization system, also removed 91.17% of the internal space E. coli protects the freshness and safety of ingredients and provides families with thoughtful health care.
TCL ice-washing latest products are closely related to the theme of "healthy life" and strategic upgrade of product brands, the core is to promote the full popularity of healthy ice-wash products. TCL refrigerator washing machine "free pollution +" and smart health "air-cooled +" strategy will be the product and brand focus of planning in 2018, which is also in line with today's home appliance industry "healthy for the" development trend.
Refined marketing
In addition to the brand strategy upgrade and product technology innovation, refined marketing is also the key point for TCL Icewash to win this year. Mr. Zhang Li said that in the current marketing stage, TCL is sticking to more refined marketing, researching consumer demand and consumer behavior, through the transformation and upgrading of sales channels, and the application of Internet technology to reduce the process Expenses, so as to enhance their ability to make blood.
The current young consumer groups are growing and gradually becoming the mainstream of the market. Their personalized and entertaining consumer thinking has affected the marketing methods of home appliance companies. TCL's ice-washing savvy young consumers' behavior. In the past two years, they have continuously adopted entertainment entertainment and sports marketing models to seek resonance with young consumers. Help the happy twister annual drama "Shakespeare Don't Get Angry", sponsored Weekly Food/Lifestyle Talk Show, "The Spring, Summer and Winter of Huang Xiaochu", cooperated with China Men's Basketball Team/CBA for nine consecutive years, and signed a contract with Nemar Daschi For the TCL global brand promotion ambassador, etc., Tilva is the performance of TCL ice washing in refined marketing. In 2018, TCL will continue to promote precision.
In terms of channel changes, TCL IceBrush not only has to seize the mainstream channels of the Internet, such as JD.com and Tmall, but also continue to consolidate the traditional channels, stick to the 40% of the 3rd and 4th markets, and sink to 567 levels. market. In addition, the integration of Internet channels and offline companies should also be emphasized, such as Jingdong Monopoly. Emerging channels and markets, such as shared washing machines, campus markets, etc., are also the focus of this year's TCL ice wash; in overseas markets, TCL currently has a low proportion of ice wash overseas, and 20-30% of space can be improved. This is this year. And even in the future, TCL is going to go out to market. With meticulous marketing to obtain consumer affirmation, and thus open up a higher market space, TCL ice wash step by step to win.
Additional services create value
The latest washing machine "stainless +" and refrigerator smart health "wind-cooled +" product strategy upgrade, can significantly enhance the consumer's user experience, thereby enhancing profitability, and other additional services can create more sustainable profits for the company. How to get through businesses and consumers, seize more product opportunities, such as new types of dryers, and new sales opportunities, such as engineering, low-cost sales opportunities to create value for the company, more actually technical breakthrough.
Zhang Li revealed that 2018, TCL ice washing will introduce this category of dryers, will be a step-by-step layout, this process continues to collect user feedback, and ultimately develop their own products, but he also hopes that TCL own products and the current market The product is different. As we all know, the dryer market is at a stage of rapid growth, and the preemptive players will acquire the initiative, and innovative technology will be the main measure to pull the distance of the incoming players. TCL opens up new opportunities to create user, product and brand value through additional services. It is not a signal of diversified transformation.
In 2018, the development situation of the refrigerator washing machine market is prosperous and unclear. Under this background, TCL's ice-washing still dared to set a sales target of 4.5 million units, which is enough to demonstrate the absolute strength of its market forces. This year's brand new upgrade strategy, washing machine from free pollution to pollution-free +, for users to create 100% free pollution health care; refrigerator from air-cooled to intelligent health "air-cooled +" to create a full-chain full-feeling wisdom Healthy life will bring consumers more quality and quality of life. The responsibilities and commitments of the big brands will appear at this moment. The “double +†strategic upgrade will lead the TCL ice wash to a new era this year!
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