From quantitative change to qualitative change TCL ice wash into a healthy lifestyle synonym
Ten years ago, Chinese consumers chose refrigerators and washing machines to value functions, power consumption, and even prices between different brands. Today, ten years later, even older consumers began to emphasize whether products were excluded. New terms such as bacteria and intelligence, the upgrading of consumer demand is changing the development track of the entire refrigerator washing machine industry. In this context, the ice-washing enterprise has seized the upgrade trend in advance, which is equivalent to grasping the lifeline of future market development.
According to the latest data from Avi Cloud (AVC), from January to December 2017, the total sales volume of China's washing machine market was 36.88 million units, a year-on-year increase of 1.4%, and sales reached 71.9 billion yuan, up 6.2% year-on-year; The total market sales volume was 33.76 million units, a decrease of 0.6% year-on-year, and sales reached 93.9 billion yuan, an increase of 3.9% year-on-year.
Last year, raw material prices continued to rise, which made the company's product cost pressure doubled, both in the refrigerator market and in the normal operation of the washing machine market. However, thanks to the double effect of consumption upgrade and replacement, the ice washing market was at 17 The year still maintained a steady state, and only the refrigerator market sales fell by 0.6%.
Beyond the scale, the ice-washing market also ushered in structural upgrading last year: on the one hand, demand is iterative and upgraded into the main driving factors of market development, consumer purchasing power is improved, traditional category structure is upgraded, and emerging categories are accelerating; another On the other hand, raw material prices are at a high level, and large-scale operation has been difficult to guarantee the quality of business operations. In order to seek long-term development, enterprises have to promote the reform and upgrading of industrial structure, push new sales and improve profitability.
At the same time, from the perspective of demand trends, the popular demand for the ice-washing market has risen to the demand for replacement, and the specific performance is from the functional demand for alternative labor to the demand for advanced consumer experience. In the process, consumption The brand awareness of the company is further strengthened. They put forward higher requirements for product quality, the consumer groups are younger, pursue fashion and personality, and online shopping habits have basically taken shape.
More importantly, the effect of the second-child policy began to be highlighted in 2017. The new demand cannot be ignored. The small baby boomer brings new market opportunities for ice-washing enterprises. Aowei Cloud Network (AVC) estimates that in 2017-2021, the cumulative number of new births will be about 12.938 million, and the average number of births will increase to about 2.588 million per year. There will be a small in 17-19 years. The birth peak, which will directly lead to an increase in the consumption demand for maternal and child appliances. Under this trend, the requirements for sterilization, health, cleansing, fresh-keeping and separate washing functions of baby care are also increasing day by day. "Health" has become a hot topic in the refrigerator and washing machine market.
Under the help of “update replacement + consumption upgrade + structural upgradeâ€, the ice wash market is gradually tilting towards the big brands that master the core innovation advantages. TCL took the lead in gaining insight into the pain points of consumers and occupied a healthy market. It has exported a series of new refrigerator washing machines to the market. The influence of the brand has changed from quantitative to qualitative, creating the second generation of the user's healthy lifestyle.
With a fine impulse. TCL ice wash is a rising star in the industry. The sign of the real offensive is that in 2013, TCL Group planned to spend 7 billion yuan to establish TCL Appliances (Hefei) Industrial Park. Since then, TCL ice wash has been prominent in the industry. In 2016, domestic The ice washing market has slowed down overall. The sales data of TCL Group in July showed that the sales of its refrigerators and washing machine products increased by 24.7% and 93.2% respectively, and the market expansion momentum was very rapid.
Relying on the strong R&D and manufacturing advantages of TCL Home Appliances (Hefei) Industrial Park, and adhering to the pragmatic and innovative product concept, TCL Ice Wash has continued to innovate in the past two years, and has continuously released the refrigerator washing machine products that solve the pain points of actual consumption scenes. In the field of laundry, through research, TCL has insights into the increasing demand for healthy laundry by consumers. On the contrary, the traditional washing machine has a large amount of dirt left inside due to the internal structure washing, which causes the secondary pollution problem of laundry to be overcome for a long time. Based on this health breakdown point, TCL washing machine lasted for three years, changing the internal structure of the traditional washing machine, isolating the dirt and bacteria in the washing machine, and successively introduced the pollution-free washing machine, the pollution-free drum washing machine, and the washing machine in the pollution-free barrel. With the fine impulse, the absolute advantage of TCL washing machine in the field of pollution-free health is consolidated. The first full-barrel-free dirt-free structure completely bid farewell to the second-contamination cross-contamination problem of the washing machine washing machine. The first water-free cabin clean-free structure completely bid farewell to the secondary pollution problem of the drum washing machine, the new 40-minute speed dry-drying and drying one, realize two shirts It is ready-to-wear, unique and leading to pollution-free technology. It has obtained China's national technology certification, special product certification, a number of national patents and four international patents.
In the refrigerator fresh-keeping field, the TCL refrigerator grasps the pain points of the user's diet and nutrition, and creates the first-in-one inverter air-cooling technology. It realizes 2 minutes of rapid cooling for the food storage, quickly realizes the quick-cooling lock, and locks the original flavor of the ingredients. Some AAT negative oxygen ion fresh-keeping technology, permanent self-release in the whole space, integrating the four functions of dust removal, deodorization, sterilization and fresh-keeping, achieving the 7-day water retention rate of fruits and vegetables by more than 90%, removing 91.17% of E. coli Provides 360° full range of fresh care for food. At the same time, in the realization of large space, air-cooled, and freshly-converted food materials, it also creates a multi-space partition exclusive, to achieve dry and wet partitions, storage of special ingredients, special foods, accurate storage and other optimized fresh ingredients, with intelligent air cooling and so on. The technical patents not only make the food fresher and lasting, but also the nutrition is not lost, and meet the needs of the service users to save energy, low noise and comfortable life.
Take a healthy cast. Under the accumulation of market reputation for many years of health products, TCL ice wash has represented the healthy lifestyle of modern families. Since its establishment, TCL's ice-washing product direction has been formulated for the changes of consumers and the whole society. Its washing machine focuses on healthy washing, high-end clothing care and convenient quality of life. The refrigerator is the main ingredient for accurate management of ingredients and non-food life. The precise management of supplies, and the commonality of these two categories is to bring high-end healthy living and ways to each family.
With the increasing proportion of middle-to-high-end income groups in China, consumers are paying more and more attention to high-end clothing washing and health care. After years of technology and quality reserves, TCL has already mastered the advantages of healthy laundry and protective clothing. China's national technology certification and a number of international patents, as well as the first feature certificate issued by the China Household Electrical Appliances Research Institute and the Beijing China Lightlink Certification Center, the first characteristic certificate of the household appliance industry and the pollution-free technology of the “free pollution special washing machine†certification, is the health of the majority of users. The guarantee of life.
At the same time, under the diversified demand, the storage of cosmetics, medicines or tea, children's snacks and other refrigerators is imperative. The temperature control of ordinary refrigerators is very broad, and TCL is working on the development of thermal insulation technology for such products. Door design and intelligent technology are integrated, and more types of partitioned storage are expected to be realized, thus further ensuring a healthy eating experience for users. The TCL integrated inverter air-cooling technology that won the “Technology Innovation Achievement of the Year†award at the IFA show in Germany last year also confirms the strength of the big country brand and becomes a safe haven for users' exquisite life.
China's home appliance industry is undergoing a major change in the consumption structure. This requires all home appliance companies to have a deep understanding of consumer demand, starting with differentiated competition, and taking technological innovation as the soul to realize the transformation and upgrading of products and brands. In this innovative driving game, TCL Ice Wash brings consumers a healthy experience through the pioneering pollution-free technology and integrated inverter air-cooling technology. "Our strategy is to insist on doing a good job and provide users with reliable and needed products." Shi Lei, the general manager of the R&D center of TCL White Appliances Division, once admitted that it is the service of the customer, TCL ice wash. It has grown rapidly in the market of masters such as Lin, and has assumed the responsibility of the concept and method of healthy living in the industry. Consumers are more recognized and favored.
Aowei Cloud Network (AVC) 2018 ice washing market forecast data shows that there is still room for improvement in the washing machine market in 2018. The sales volume is expected to reach 37.3 million units, an increase of 1.1% year-on-year; sales amounted to 74.3 billion yuan, up 3.5% year-on-year; The refrigerator market is expected to retail a total of 33.96 million units in 2018, an increase of 0.6% year-on-year. Sales amounted to 96.4 billion yuan, an increase of 2.6% year-on-year. In the next three years, the refrigerator market will stabilize.
In the 2018 year that has arrived, the overall growth of the refrigerator washing machine industry is stable, and companies still have to look for incrementals in differentiated products. TCL refrigerator washing machine has long been focused on the persistence and exploration of users' healthy life. Based on the needs of users, we constantly introduce innovative products to provide the driving force for brand development. It is foreseeable that the TCL refrigerator washing machine with a healthy lifestyle label and deeply rooted in people's minds is bound to reach a higher level in 2018.
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