Since the development of China’s refrigerator washing machine market, it has begun to show a new development: on the one hand, the domestic brand pattern has rotated, and local brands have begun to be recognized by domestic consumers, which intensifies market competition; on the other hand, the rapid increase in China’s consumption level has promoted The drastic changes in consumer demand have also forced the Chinese ice washing market to enter a new development journey.
The Q1 ice washing market analysis report released by Zhongyikang said that in the first quarter of this year, the overall average price of the offline refrigerator market was 4,106 yuan, an increase of 524 yuan from 3,582 yuan in the same period last year, a year-on-year increase of 14.63%, leading the way White electricity market. Among them, the average price of refrigerators has increased compared with the same period last year, and the performance of two and multi-category categories is obvious. Compared with the same period last year, the average price of refrigerators has increased by 181 yuan and 548 yuan, respectively, with an increase of 10.5% and 9.4%. In addition, washing machines The average price also rose by 7.1% year-on-year.
More importantly, in the first quarter of 2018, the entire ice washing market showed an increase in volume, but compared with ice washing, retail sales were average, increasing by 2.2% and 7.4% respectively. In terms of retail sales, the ice wash has achieved rapid growth, with increases of 14.7% and 15.0% respectively. Obviously, this is the result of rising market average prices.
When the market demand is difficult to obtain enough incremental space, it has become the unanimous choice of ice washing companies to realize the upward shift in the operating quality of the product structure, and their demand for structural upgrades and efficiency drives is getting higher. Behind this, it also reflects the continued approach of the two major markets.
First of all, the price of ice washing raw materials has risen, and the cost pressure of enterprises has increased. In order to survive, they have to promote the upgrading of ice washing product structure and move towards quality and high-end. This is a passive effect; second is the active effect of consumer trends. With the continuous improvement of consumers' living standards and the pursuit of higher quality, price has become a secondary factor in their purchase of goods. The market is no longer "price-only", and the value of products has been pushed to the high ground.
As a result, the refrigerator washing machine market has gradually entered a period of horizontal development. People's desire for quality life has transformed into substantial consumption power, which is reflected in the domestic ice washing market. Demand has changed from buying new products to upgrading. Companies take advantage of the situation to launch high-end products to respond to the shift in demand, which has significantly increased the average price.
Under this new game of development, the formation of ice washing companies in the market competition is more important, and the growth dark horse TCL ice washing has seized the opportunity to win in this field contest.
Strategy 1: High-end attack, healthy victoryIn the consumer upgrade demand, health is the top priority, and the healthy lifestyle brought by home appliances is being sought after by consumers. Refrigerator washing machines are more closely related to the health of household food and washing, and product health has become the vane of the development of the two major markets. TCL refrigerator washing machines seized the focus of health ahead of time and focused their efforts on the "smart fresh-keeping" of refrigerators and the "stain-free washing" of washing machines, and timely attack.
Focusing on the intelligent preservation of household refrigerators, TCL refrigerator integrated frequency conversion technology and smart air-cooled frost-free technology can achieve 2 minutes of rapid cooling at 1°C, which can quickly lock the original flavor of the ingredients, allowing users to enjoy the freshness and deliciousness of the ingredients after rapid cooling; The full-space permanent AAT negative-oxygen ion fresh-keeping technology provides 360-degree maintenance for food materials, allowing fruits and vegetables to lock water more than 90% in 7 days; adopts the all-round AAT smart sterilization system, and removes 91.17% of the refrigerator through AAT + smart wind The antibacterial door seal with grade 1 anti-mold on the outside can reach 99% of the antibacterial rate of Escherichia coli and Staphylococcus aureus; the handle of the refrigerator adopts anti-mildew grade 1 silver ion antibacterial handle, which can not be underestimated!
In addition, focusing on healthy laundry in washing machines, TCL washing machines lasted three years to break through technical barriers and pioneered a new category of pollution-free washing machines, from pollution-free pulsator washing machines to pollution-free water-sealed drum washing machines, pollution-free drum-in-tub washing machines, and then Comprehensively upgrade the "Pollution-free +" product brand strategy, always adhere to the continuous innovation of product technology, thoroughly solve the problem of secondary pollution in laundry, and create a healthy "Pollution-free home" for users, and become the founder of pollution-free system solutions and pollution-free standards. The creator of the China National Light Industry Council and the first special product certification winner of the China National Light Industry Council.
The latest TCL non-contaminant washing and drying integrated drum washing machine has 100% pollution-free, and the first low-temperature quick-drying condensing integrated washing and drying integrated machine to achieve 40 minutes of extremely fast washing and drying, 50 degrees low temperature drying care, and more T- The DI intelligent and accurate automatic delivery system can be added at one time to meet the user's monthly washing needs. TCL pollution-free washing machine can be called the ability to not hide dirt and accept dirt!
In 2016, the "Healthy China 2030 Planning Outline" was released, and the national healthy lifestyle action was upgraded to a national strategy. The large health industry has become the new engine of China's economy. By 2021, the market size of China's large health industry will be close to 13 trillion, which is huge The health industry will usher in a round of rapid development opportunities for the refrigerator and washing machine market. TCL Ice Wash is far-sighted and focused on user health, and uses high-end products to continuously provoke consumers' upgrading nerves. This is TCL Ice Wash's rapid "upper" product strategy.
Strategy 2: Marketing assistance, continuous exposure"A good horse is equipped with a good saddle." Good products also need high-quality marketing and promotion. Compared with household air conditioners, China's refrigerator and washing machine market is not optimistic. Last year, the sales volume of the washing machine market increased slightly by 1.4%, and the sales volume of the refrigerator market increased slightly by 0.6%. Both sales volume, sales volume and year-on-year growth rate were much smaller than household air conditioners.
In 2018, the ice washing data provided by the data agency is more cautious, and the incremental space is still not obvious. Aowei Cloud Network (AVC) predicts that the market size of washing machines and refrigerators will increase by 1.1% and 0.6% in 2018. In the past few years, the ice washing industry has been difficult to survive and develop. Demand is stagnant. Factors such as the soaring price of raw materials represented by black and white materials have brought heavy burdens to business operations. However, leading companies have always had a competitive advantage. Industry concentration will remain at a relatively high level.
Therefore, in the context of sluggish development, if a brand with unique potential wants to catch up and surpass the first line, it must not only make a fuss about high-end products, but also stand out in brand marketing and promotion. TCL ice wash brand marketing can be called a model, and the sports + entertainment model is constantly exposed in the industry!
Signed with football star Neymar, TCL made a big splash in the past World Cup in Russia, and with the help of TCL global brand ambassador Neymar’s IP resources and international image, he further goes global, writes the responsibility and responsibility of major country brands, and establishes the industry Leading international image.
On June 28th, TCL Ice Wash also joined hands with FIBA ​​to start a new journey. TCL has officially become the global partner of the 2019 FIBA ​​Basketball World Cup, the main sponsor of the 2018 FIBA ​​Basketball World Cup Asian qualifiers and the partner of the 2018 FIBA ​​Women's Basketball World Cup. This is another action after TCL sponsored the Chinese Men's Basketball National Team and signed Neymar's series of sports marketing actions.
Helped the annual masterpiece of Happy Twist "Don't Be Angry", sponsored weekly food/lifestyle talk show "The Spring, Summer, Autumn and Winter of Huang Xiaochu", and the TCL CCTV documentary "Brand of Great Power" to launch...TCL Ice Wash Entertainment + Sports marketing methods continue to temper TCL's brand tonality!
In addition, in the node promotion activities, TCL ice wash is naturally not out of the ordinary. Not long ago, it launched in-depth cooperation with JD.com to bring consumers the "719TCL JD Super Brand Day" discount activity, and after the 618 shopping spree in the middle of the year, it once again brought consumers a gluttonous feast of wanton purchases. The discount includes: 100 off for every 1,000, a limited spike of 7.19 yuan, and 12/6 interest-free home appliances. In addition, as a distinguished PIUS member of JD.com, it also provides an exclusive coupon of 100 yuan off for 2,000 or more.
Sports, entertainment, and big promotion activities, TCL will not fail, stick to refined marketing, study consumer needs and consumption behavior, and enlarge the exposure in the process of brand growth through changes and upgrades to marketing methods, thereby enhancing Its own brand hematopoietic ability is the promotion strategy of TCL Ice Wash.
Strategy 3: Control the direction and lead the overall situationAny specific action of a household appliance enterprise must have a clear target strategy, which must be superior to the subtleties and lead the overall layout. TCL refrigerator washing machine has been adhering to the brand concept of "pragmatic innovation" since its birth, focusing on user needs, and realizing product technology update iteration step by step. So far, TCL Ice Wash has a clearer development direction and is leading the industry with a higher pattern and vision.
Since April 2013, TCL Group invested 7 billion yuan to build a high-end ice washing industry base in Hefei, Anhui Province, focusing on the development of "smart, efficient, energy-saving and healthy" refrigerators and washing machines. TCL's high-end ice washing business has rapidly risen. Through the establishment of the Hefei base, the TCL ice washing industry has begun to transform and upgrade towards the mid-to-high-end strategic direction, and it has rapidly improved the competitiveness of the overall industry in only four years. In 2018, TCL ice washing brand and products have been fully upgraded again, and it is truly When there is, the Jedi is transformed from low to high!
First of all, TCL washing machines upgrade the "free of pollution" to "free of pollution +" strategy: In 2018, the offline channel business in China took the lead in achieving pollution free of the entire product line, and will stop R&D investment in non-polluting washing machines within this year ; Stop the production of non-stain-free washing machines by 2020, provide more users with the health care brought by pollution-free washing machines, and create 100% pollution-free healthy washing care.
Secondly, TCL refrigerators also fully upgraded the brand strategy of smart and healthy "air-cooled +" products: in 2018, the unique AAT smart sterilization system of TCL refrigerators will be fully popularized in new products above 250L, and 100% of all new products are equipped with antibacterial door seals and antibacterial Handle: By 2020, TCL refrigerators will strive to achieve 70% of the sales of healthy refrigerators.
TCL refrigerator washing machines have shown a clear development path-wisdom and health, which is also one of the trends that will achieve high growth in the ice washing industry in the next few years.
"Quality" is the key word emphasized by TCL's future growth. Zhang Li, general manager of the China Marketing Center of TCL's White Home Appliances Division, said that industry pressure is fair for every home appliance company, and TCL's ice is on the face. The two keywords for achieving quality growth under pressure are product breakthrough and refined marketing. This is the specific operation of TCL Ice Washing under the implementation of the overall strategy, and precise control of the direction of the ice washing industry is its third winning strategy.
For the whole year of 2018, TCL refrigerator washing machine intends to achieve quality growth by exploring and seizing opportunities, and its sales target in 2018 will exceed 4.5 million units! According to the data disclosed by Industry Online, from January to April 2018, sales of TCL washing machines increased by 9.2% year-on-year, and in April, sales increased by 24.2% year-on-year; from January to April, TCL refrigerators increased by 9.1% year-on-year, 4 A year-on-year increase of 25.9% for the month and month, the goal is likely to be achieved ahead of schedule.
China's ice washing industry has entered a new game of horizontal development. TCL refrigerator washing machines rush to the front of other companies to flexibly line up. With high-end health products, refined marketing methods and the overall development attitude of the industry, it is writing a new chapter in the ice washing brand pattern. !
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