AWE2018, which leads the industry's development direction, is in full swing. More than 800 well-known domestic and foreign home appliances, consumer electronics and cross-industry companies have shown great muscles in this cutting-edge technology feast. China's leading brand TCL refrigerator washing machine with the theme of "healthy home", with the latest release of the full touch pollution-free drum washing machine and integrated frequency conversion crystal cross four-door air-cooled refrigerator stunning appearance. At the same time, TCL ice wash will also raise the health appliances to the strategic level of product brand, bringing the brand strategy of “free pollution +†and “air cooling +†products, taking the user's healthy life as the core, through the product use scene and user experience, for the family The healthy life speeds up and leads the new development trend of the ice washing industry in the future. On AWE2018, Zhang Li, general manager of China Marketing Center of TCL White Appliances Division, even said that the goal of 2018 is to sell more than 4.5 million ice washes at home and abroad! Behind the confidence, what kind of market situation will the TCL refrigerator washing machine face? From the market situation last year, the complex environment of high raw material prices and tightening of real estate policies directly affected the ice-washing terminal consumer market. The total data of Aowei Cloud Network (AVC) shows that from January to December 2017, the total sales volume of China's washing machine market was 36.88 million units, up only 1.4% year-on-year; the total sales volume of the refrigerator market was 33.76 million units, down 0.6% year-on-year. . Whether it is the refrigerator market or the washing machine market, last year did not produce a satisfactory transcript, then in 2018, the ice wash market will continue this trend? Or reverse the trend of high growth? Aowei Cloud expects that the sales volume of the washing machine market will reach 37.3 million units in 2018, up 1.1% year-on-year; the refrigerator market is expected to have a retail volume of 33.96 million units, up 0.6% year-on-year. From the prediction of professional research institutions, the increase in the ice wash market in 2018 is not obvious; from the layout of major enterprises, the leading companies have begun to actively stock up, launch promotions, warm up new products, etc., and the confidence is 100 times; from the reality See, the price of ice-washed bulk materials has increased greatly. Taking refrigerator black materials as an example, the impact of black materials on the cost of refrigerators alone was as high as 20% last year, far greater than the industry's conventional digestion space. Although the current cost price has rebounded, it is still at a high level, which still poses a certain threat to the development of enterprises. Some enterprises with strong strength and brand power are still at risk of loss. Therefore, on the whole, the development of the ice wash market in 2018 is not clear and the pressure is still there. TCL ice wash in 2018, domestic and foreign breakthroughs of more than 4.5 million sales targets, what to achieve? How to ensure profit margins? Mr. Zhang Li gives the answer: product breakthrough, refined marketing and additional services. In his view, the overall market is still rising steadily in 2018, especially in the domestic market. On the one hand, consumption upgrades and product structure upgrades continue to deepen; on the other hand, the overall channel sinks, the third and fourth grades and five six The market below the level is an upward trend, and there is still a great chance for the entire retention rate. TCL ice washes must seize these opportunities to achieve quality growth. Product breakthrough First of all, from the product breakthrough point of view, TCL ice wash with "pragmatic innovation" product brand genes, in the past two years, constantly subverting the traditional product structure, around the user's life and health pain points, leading the health upgrade of the home appliance industry. Since 2016, TCL has continued to break through technical barriers and is the first to introduce a new class of pollution-free washing machines. It has successively released anti-pollution washing machines, pollution-free drum washing machines and drum-free washing machines in barrels, completely solving the washing machine clothing. Secondary pollution and secondary pollution between clothing and clothing became the founder of the free pollution system solution. On AWE2018, TCL ice wash is centered on health, and once again launched a new “free pollution +†new product, using the first low-temperature quick-drying condensing type washing and drying machine to achieve 40-minute speed-washing and drying, 50-degree low-temperature drying and care. It can wash delicate and delicate clothes such as down and wool; it has 12KG large-capacity washing space, which can meet the needs of the whole family for a large amount of laundry at one time, and meet the needs of modern families in multiple dimensions. It adopts motor and fan BLDC double frequency conversion technology to achieve 45 decibel washing. Silent, the speed is up to 1400 rpm, support the long-term efficient and smooth operation of the washing machine; plus T-DI intelligent and accurate automatic delivery system, one time to meet the user's needs for January washing, create a comfortable living space, etc., for the TCL pollution-free washing machine The function has been upgraded across the board. TCL refrigerator, from the first TCL negative oxygen ion (AAT) fresh-keeping refrigerator in 2015, to the first TCL air-cooled double-conversion refrigerator in 2016, the global release of integrated inverter air-cooled refrigerator in 2017, TCL refrigerator is unique in air-cooled preservation. This year, the AWE site was upgraded to a smart health "wind-cooled +". In addition to emphasizing the fresh storage of ingredients, the innovation of TCL refrigerators lies in the intelligent storage of ingredients and the creation of a smart “healthy homeâ€. Moreover, in order to completely isolate the bacteria inside the refrigerator, the TCL refrigerator is the first in the industry to achieve the antibacterial level 1 silver ion antibacterial handle, the antibacterial rate is 99%; inside the refrigerator, through the AAT intelligent sterilization system, also removes 91.17% of the internal space. E. coli protects the freshness and safety of the ingredients and provides the family with thoughtful health care. The latest TCL ice-washing products closely focus on the theme of “healthy living†and strategically upgrade the product brand. The core is to promote the popularization of healthy ice-washing products. TCL refrigerator washing machine's "free pollution +" and smart health "air cooling +" strategy will be the product and brand focus of 2018 planning, which is also in line with today's home appliance industry "health for the top" development trend. Refined marketing In addition to brand strategy upgrades and product technology innovations, refined marketing is also a key point for TCL Ice Wash to win this year. Mr. Zhang Li said that in the current marketing stage, TCL adheres 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. Cost, thereby improving your own hematopoietic capacity. At present, the young consumer groups are growing and gradually becoming the mainstream of the market. Their personalized and entertaining consumption thinking has affected the marketing methods of home appliance companies. TCL ice washes the behavior of young consumers. In the past two years, it has been seeking to resonate with young consumers through models such as entertainment and sports marketing. Helping Happy Twist's annual drama "Shakespeare is not angry", sponsoring the weekly food/lifestyle talk show "Yellow Kitchen's Spring, Summer, Autumn and Winter", cooperating with the Chinese men's basketball team/CBA for 9 consecutive years and signing Neymar Das Erva is the TCL global brand promotion ambassador, etc., which are the performance of TCL ice wash in refined marketing. In 2018, TCL will continue to promote it accurately. In the channel reform, TCL ice wash not only must seize the mainstream channels of the Internet, such as Jingdong, Tmall, etc., but also continue to consolidate the traditional channels, adhere to the market share of nearly 40%, and sink to 567. market. In addition, the combination of Internet channels and offline enterprises should also be valued, such as Jingdong Monopoly. Emerging channels and markets, such as shared washing machines and campus markets, are also the focus of TCL Ice Wash this year; in overseas markets, the current TCL ice wash overseas market share is low, and 20-30% of the space can be upgraded. This is this year. And even in the future TCL ice wash to go out of a market. With refined marketing to gain consumer recognition, and thus open up higher market space, TCL ice wash step by step to win. Additional services create value The latest washing machine "free pollution +" and refrigerator smart health "air cooling +" product strategy upgrade, can significantly enhance the consumer's user experience, thereby increasing profit margins, while other additional services can create more sustainable profit for the enterprise. How to open up businesses and consumers, seize more product opportunities, such as dryers and other new categories, as well as new sales opportunities, such as engineering, low-cost sales opportunities to create value for the enterprise, more is actually technical breakthrough. Zhang Li revealed that 2018, TCL ice wash will be introduced into the dryer category, which will be laid out in steps. In the process, users' feedback will be collected and eventually their own products will be developed. He also hopes that TCL will make its own products and the current market. The products on the market are differentiated. As we all know, the dryer market is a stage of high-speed growth, the first to enter the initiative will take the initiative, and innovative technology will be the main measure to open the distance of the intruder. TCL opens up new opportunities to create user, product and brand value through additional services, and it is a signal of diversification. In 2018, the development of the refrigerator washing machine market is booming and unclear. Under this background, TCL Ice Wash has set a target of 4.5 million units, which is enough to demonstrate the absolute strength of its market. This year's new upgraded product brand strategy, washing machine from free pollution to pollution-free +, to create 100% free sewage health care for users; refrigerator from air-cooled to smart health "wind-cool +", to create the full chain of wisdom Healthy living will bring more quality and quality life to consumers. The responsibility and responsibility of big country brands will appear at this moment. The “double +†strategic upgrade will lead TCL ice wash in this year! Pvc Switch Box,Electrical Switch Box,Pvc Modular Switch Box,Electrical Pvc Switch Boxes FOSHAN SHUNDE LANGLI HARDWARE ELECTRICAL CO.LTD , https://www.langliplastic.com
