With the deepening of consumption upgrades, the overall home appliance industry has come to the product upgrade stalls. The original brand manufacturers are no longer adapting to the development of the thinking mode of delivering products to consumers, and the household appliances that have insight into user demand and reverse innovation are more competitive in the market. In particular, for the refrigerator washing machine industry that has passed the popularization period, it is intended to open up a deep space and grasp the differential layout of pain points. It is a shortcut for enterprises to squeeze into the oligarch camp. Who can lead the way, is the traditional ice-washing manufacturer with a solid foundation, or is it a new upstart in the industry?
Ice washing industry encounters transformation
Nowadays, both the refrigerator industry in China and the washing machine industry have come to a new historical turning point. Refrigerator and washing machine products are being upgraded, and the redefined ice-washing market stocks are more competitive. The whole refrigerator washing machine industry has entered a period of comprehensive transformation.
From a separate point of view, the washing machine industry has experienced a period of rapid maturity of more than 20 years, and has entered the era of quality consumption upgrade from the era of just-needed, and is currently in the process of introducing new categories. After the development of the twin-cylinder, pulsator and drum, the leading competition between the drum and the pulsator, frequency conversion and fixed frequency in the washing machine market is coming to an end. The innovation competition in the new market segment provides an opportunity for the latecomers.
In particular, under the transformation of the consumption structure, the market penetration rate of functional washing machines such as health-free, variable-frequency intelligent, etc. has rapidly increased, especially the iteration of this new category of pollution-free washing, which has become a new growth engine for the washing machine market. There are even voices indicating that with the expansion of the price coverage of pollution-free washing products, the increase in market participation brands, and the pollution-free washing machine with high quality, high value, and high efficiency and cleanliness, it is expected to provide cornering overtaking for the brand. Opportunities, and then rewrite the industry competition.
In the refrigerator industry, the adjustment of production capacity is the main theme of development. Similar to the status of the washing machine industry, the rapid growth of the refrigerator industry is a past tense, the stage of self-upgrading adjustment. Moreover, in this process, the strong and strong trend of the refrigerator market is becoming more and more obvious. Wei Jun, general manager of Zhongyikang White Power Division, believes that 2017 will become a symbolic year for China's refrigerator industry. The number of brands has been reduced by 50-70. The industry has become more concentrated in the oligarchs, and the final round of reshuffle has arrived. At the same time, Zhongyikang also predicted that the refrigerator replacement energy will be released slowly in the future. In 2018-2022, the second industry development peak will be ushered in. 2018 will be the historical turning point of the whole refrigerator industry.
Both consumer upgrades and industrial upgrades have taken off, and the refrigerator washing machine industry has begun to transform in all directions. Under the iterative innovation iteration, the oligopolistic army with strong competitive advantage gradually tasted that the fresh fruit market will be further expanded. On the contrary, the small and medium-sized brands with weaker strength are overwhelmed. In the future, the refrigerator washing machine market is the world of oligarchy. Imagine who can hold the vouchers?
First come first
In the past two years, the refrigerator washing machine industry has just been on the top of the new generation, with the impression of traditional brand professionalism and stereotypes. The emerging enterprises are more comfortable in the demand for docking. In the industry, the refrigerator washing machine business of TCL Group has grown rapidly. After the TCL refrigerator washing machine arrived, it entered the first camp of the industry.
Tracing the growth of TCL ice wash, since April 2013, TCL Group spent 7 billion yuan to build a high-end ice-washing industrial base in Hefei, Anhui Province, focusing on the development of "smart, efficient, energy-saving, healthy" refrigerators and washing machine products, TCL high-end ice wash Business has risen rapidly. By building a Hefei base, the TCL ice-washing industry began to transform and upgrade toward the mid-to-high-end intelligent strategic direction. In just four years, it quickly improved the competitiveness of the overall industry, truly transforming from the endless, from low to high.
The specific performance is that in 2015, in the overall background of the poor performance of the white goods industry, TCL refrigerator sales in the first half of the year achieved a year-on-year growth of 7.1%, TCL washing machine increased by 9.8%; in 2016, refrigerators, washing machines two categories in the domestic scale Less than 150 billion, and the overall size of the first half of the year fell in single digits, but the TCL refrigerator washing machine in the first half of the year is growing. In addition, the data from the industry online can also be seen that in 2016, the cumulative shipment of TCL refrigerators from January to July was 918,000 units, ranking 5th, and the washing machine was 725,000 units, ranking sixth, which is for a new brand. It is rare to say that the table is realistic.
In 2017, the overall appliance industry screamed, and the market sales of TCL refrigerator washing machines increased sharply. According to the official data released by TCL Group in July, the sales of refrigerators and washing machines increased by 24.7% and 93.2% respectively; the sales of TCL refrigerator washing machine industry reached 210 million yuan, up 44% year-on-year. The TCL ice wash layer is progressive and rapidly expanded. In just a few years, it has developed from a new industry in the industry to become a market leader. What is the secret path of the TCL refrigerator washing machine, and quickly find a strong oligarch to compete for tickets?
Incoming oligarchy
Looking at the current ice-washing market, there are professional ice-washing shackles such as Haier and Midea. There are new cross-borders such as Skyworth and Changhong. Why does TCL ice wash enter the high-increasing channel? In fact, TCL ice wash is based on user pain points. Product innovation, differentiated marketing, and omni-channel layout have found a breakthrough.
First, gain insight into the health pain points of users and achieve product and technology disruptive innovation. Since its inception, TCL refrigerator washing machines have been adhering to the "pragmatic and innovative" product concept, grasping the user's health upgrading needs, constantly planting the spirit of artisans, and consolidating product technology innovation, which is the root of its distance from competitors.
In 2016, TCL washing machine gave the pulsator and roller pollution-free laundry solution. In March of this year, TCL washing machine gave a more healthy exclusive laundry method. At this point, TCL washing machine has solved the secondary pollution and clothing room. Cross-contamination problems. The innovative "big barrel free of pollution + small bucket free of pollution" design, TCL free sewage barrel washing machine can create a dedicated health care space for each family member; TCL refrigerator is not to be outdone, with 17 core Technology and 205 patents, the first integrated frequency conversion technology, the traditional refrigerator directly cold and slow, large temperature difference and other defects, to provide users with the best food storage solutions. At this year's IFA exhibition in Germany, TCL refrigerator integrated frequency air cooling innovation technology also won the "Technology Innovation Achievement of the Year" award, highlighting its technological innovation strength.
Secondly, create a marketing and promotion program combining sports and entertainment, and break through the single marketing ideas of traditional home appliance manufacturers to find a differentiated marketing model. "The wine is also afraid of the deep alley", with high-quality products and innovative technology but can not be effectively promoted, the popularity can not be hit in the ears of consumers, TCL ice wash deep in this way. In view of the younger brand advantage, TCL Ice Wash focuses on the sports + entertainment marketing model, and delivers the healthy quality life concept advocated by TCL Ice Wash to more users. For example, to help the happy twist of the annual drama "Shakespeare Do Not Be Angry", sponsor the lifestyle talk show "Yellow Tea, Spring, Summer, Autumn and Winter"; CCTV documentary "Daguo Brands and Lines" broadcast; renew the Chinese men's basketball team, etc. It is TCL's promotion and exploration in sports and entertainment.
Finally, online and offline, domestic and international, omni-channel joint defense layout. TCL ice wash has always focused on the construction of channels, especially the offline channels such as third- and fourth-tier cities and township markets. At present, TCL white power is covered by omni-channel, including online channels such as Jingdong and Tmall, offline home appliances chain such as Suning, core retail stores, specialty stores and other township channels.
Not only deep into the country, TCL ice wash is also committed to overseas expansion. The TCL Group has been expanding overseas since 2003. In 2014, 48% of the Group's revenue came from overseas. Relying on the Group's overseas brand competitiveness and sales network, TCL Ice Wash has performed well in the Middle East and Europe, and with the help of the German IFA Home Appliances Exhibition, TCL Ice Wash shines on the international stage.
Through product marketing and the entire line of channels, TCL Ice Wash has found an excellent strategic orientation in the young, high-end and Internet-based market, and can meet the needs of contemporary consumers, thereby promoting industrial upgrading and accelerating refrigerator washing machines. The industry is moving towards high-end quality. Next, the refrigerator washing machine market is the stage for the strong, and the TCL ice wash will be launched in the industry. And this day is not far off.
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