After the CBA All-Star Game, "Wei 5th" came to attack TCL ice-washing drama
Last weekend, the 2018 CBA All-Star Game ended successfully. The Southern Star team led by Yi Jianlian finally defeated the North Star team led by Ding Yan Yu Hang at 147:138. Ah Lian also successfully won the career with 28 points and 11 rebounds. The second All-Star Game MVP. In the process, CBA League official partner TCL, with its refrigerator washing machine and other products, unveiled, not only witnessed the excellent style of the CBA All-Star Game, but also knocked on the door of the 2018 battle market.
Following the end of this year's CBA All-Star Game, the "TCL Brand Day 3 - Wei 5 Day" campaign was launched, and the first wave of TCL refrigerator washing machines opened instantly. From January 15th to January 19th, TCL brand enjoys the official Ma Tianyu with five rewards, and the price of 5th is open for 5 consecutive days. "Wei 5th" took over the CBA All-Star Game, and the TCL refrigerator washing machine was wonderfully interlocking.
It is understood that during the promotion of the 5th day, TCL ice washes and delivers five prestige rituals - Weixin, Weihaoli, Weijiu, Weiman, and Wei. By purchasing designated new products, you can enjoy large-value premium coupons, recognize the designated models, get luxury spree, purchase designated items, enjoy 5th ultra-low price, purchase the designated amount, send exclusive spree and purchase product packages, enjoy discounts. Values ​​and other forms provide the first wave of preferential benefits for the majority of consumers.
Competition is still fierce in 2018
As a new leader in the refrigerator washing machine market, TCL has been increasing its exposure in the first month of 2018, which has been rare in the past. It is more in the first half of the Spring Festival. This year, TCL Ice Wash was first exposed to the CBA All-Star Game, followed by the “Wei 5 Day†campaign. The back of the set of marketing mix punches reflected the fierce competition in the Red Sea in the refrigerator washing machine industry in 2018.
In 2017, the complex environment of raw material cost and high prices made the refrigerator washing machine industry still under pressure in 2018. The forecast data of Aowei Cloud Network (AVC) shows that the refrigerator market is expected to retail a total of 33.96 million units in 2018, an increase of only 0.6% year-on-year. The estimated retail sales are 96.4 billion yuan, up 2.6% year-on-year. The high cost will increase the average price of the industry again. It is estimated that the average online price of refrigerators will increase by 4.0% year-on-year in 2018, the average price of offline will increase by 7.0%, and the average price of the industry will increase by 2.0%. The increase in average price will definitely affect consumers' replacement.
In terms of washing machines, Suning and the China Household Electrical Appliances Research Institute released the "White Paper on the 2018 Washing Machine Industry", indicating that the domestic demand for washing machines will bring more than 20 million units per year to the domestic washing machine market in the next few years. Despite this, the industry generally believes that the washing machine market has entered the "slow cow" climbing stage, there will be no large-scale explosion in the short term, and the replacement demand is only released step by step in the market segment.
Therefore, whether it is the refrigerator industry or the washing machine market, the situation in 2018 is undoubtedly optimistic, which explains why the TCL refrigerator washing machine continues to increase marketing and promotion in the first year. In 2018, the market situation is not good, and the ice-washing enterprises will be more intense in the Red Sea competition. This situation has already released the smell of gunpowder.
In the past CES2018, Samsung brought a variety of 2018 new products such as its Family Hub refrigerator and QuickDrive washing machine; Haier Xin kitchen Internet refrigerator passed the entry-level intelligent control stage, began to take the initiative to serve people, through the refrigerator one key linkage oven, wash Home appliances such as bowls and machines become the kitchen butler of the user; while Haier washing machine shortens the washing time of the drum washing machine by 55% with the help of fast direct drive technology, and so on. The whole industry has seized the commanding heights in the year of 2018, and intends to upgrade the ice-washing products and seize the opportunity of the New Year. Among them, the TCL refrigerator washing machine was preemptively launched with a serial marketing plan, and the leading industry set off a round of sales frenzy in the market.
Innovative boutique full line support
A good marketing strategy must be supported by quality products. The TCL refrigerator washing machine promotes the improvement of brand goodness and dependence in the battle for the new year. As the public knows, TCL ice wash has been developing rapidly in the past two years. Its refrigerators and washing machines are mainly based on healthy quality. They have launched a series of innovative products, which not only won the recognition and favor of consumers, but also provided the industry. A solution to the problem of preservation and laundry.
From the "2018 Washing Machine Industry White Paper", it is learned that health, large capacity and intelligence have become the new development of the washing machine industry, and also a key consideration for consumers to purchase. Based on the tireless pursuit of health topics, TCL washing machine lasted for three years, for the industry to provide pollution-free pulsator washing machine, pollution-free drum washing machine and bucket-free washing machine in the bucket, which solved the secondary pollution, cross-contamination, etc. A long-standing laundry problem.
It is reported that TCL pollution-free washing machine mainly uses the full-sealed barrel structure to subvert the internal structure of the traditional pulsator washing machine, completely isolating the inner and outer barrels; and the water-sealing chamber is free of dirt to eliminate the dirt on the exposed tripod of the traditional drum washing machine. Disadvantages, let the washing machine completely bid farewell to the large amount of dirt generated by its use, the secondary pollution caused by the bacteria washing clothes; TCL free-flow barrel in the barrel washing machine with a large barrel + N exclusive kegs, the two-way solution to the washing machine Secondary pollution of clothing and cross-contamination between clothing and clothing.
In view of the innovative performance of TCL pollution-free washing machine, it won the first characteristic certificate issued by China Household Electrical Appliances Research Institute and Beijing Zhongqinglian Certification Center and the “No Pollution Special Washing Machine†certification, which is the first characteristic certification of the household appliance industry. Fully affirmed the outstanding contribution of TCL washing machine in the field of pollution-free health.
In addition to the washing machine, in the field of refrigerators, TCL is also determined to innovate. TCL integrated frequency air-cooled refrigerator through the original integrated frequency air cooling technology, outside the full space AAT negative oxygen ion fresh, for the food in the refrigerator to provide fresh, deodorant, dust, sterilization and other comprehensive fresh care; In addition, TCL The integrated frequency cross four-door air-cooled refrigerator also has a unique partition storage design, including dry and wet separation zone, 3 degrees Celsius mother-infant zone and -1 °C thermostatic lock storage space, to create exclusive space for different ingredients. TCL refrigerator focuses on the healthy life of users, and integrates humanized and innovative functional experience to provide users with the ultimate service.
Based on the needs of users, we will continue to promote the iterative upgrade of refrigerators and washing machine products through design and technological innovation. This is what TCL Ice Wash has been practicing on the road of adhering to the concept of “pragmatic innovationâ€. In the face of the harsh environment of the ice-washing market in 2018, TCL ice-washing took the lead in pre-empting through a series of marketing promotion and promotion activities, warming the market, and using the non-pollution washing machine and integrated inverter air-cooled refrigerator as the sharp knife. Go deep into the hinterland of the market.
TCL ice wash is not only connected, but the good play is still behind.
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