From the TCL Group's 2017 product sales data, TCL washing machines sold 1.197 million units in 2017, an increase of 115,000 units. As a late-stage enterprise in the power washing machine market, it is not easy for the TCL washing machine to have such a good performance. It is a dark horse in the industry. Behind the TCL washing machine stands out, it shows that there is still incremental space in the Chinese washing machine market, but how to find the incremental point from the stock competition, test the true foundation of a brand.
Industry competition turning point has arrived
After the joint drive of consumption upgrade and product replacement, the Chinese washing machine market rebounded in 2017, and the “bumper harvest†was in sight. Prior to the industry's first three quarters of 2017 data show that from January to September, China's washing machine market sales and sales increased by 10.4% and 13%, respectively, superimposed sales at the end of the year, the annual sales can be expected.
Wei Jun, general manager of Zhongyikang White Power Division, believes that for the washing machine industry, 2017 is the year of switching the runway and starting again. Whether it is scale, industrial structure, or competitive landscape, there has been a qualitative change in this year. In particular, “a house generally corresponds to 2-3 air conditioners and one ice-washed product. Even if the real estate market fluctuates greatly, the impact on the washing machine industry is less than the impact on air conditioners.†Therefore, the washing machine becomes all household appliances. Among them, the products with the most stable performance in the market, the competition in the enterprise market also plunged into stock competition.
In addition, the washing machine market is experiencing an industrial change as consumer consumption levels increase and consumer demand continues to change. In this process, quality upgrade has always been the main theme of singing, which makes the washing machine enterprises that are in the midst of stock competition face the dilemma of not only paying attention to market sales, but also paying attention to product upgrades. Therefore, the competition in the washing machine industry The turning point came quietly.
Of course, the head brand will continue to enhance its development advantages by virtue of its strong R&D strength and brand influence. The washing machine industry is stronger and weaker. The polarized Matthew effect is more prominent. Small and medium-sized brands want to jump out. It is harder to find a higher development in the cage. Among all the washing machine brands, although the scale of TCL washing machine is not large, but the growth rate is rapid, it can even be clearly felt that the TCL washing machine has successfully completed the butterfly change from the small role of the market to the big brand of the industry, and the brand status has been climbing. In the end, what are the incremental tips of TCL in the field of washing machines?
Find the increment from the stock
From the market layout of TCL washing machines, it is not difficult to find that products are the key to winning consumers' affirmation and trust. All along, TCL washing machines are based on the user's pain point, technical design innovation as the soul, constantly iterative revolutionary products, thus bringing users a healthy quality lifestyle.
In the wave of the development of washing machines, users have gradually realized that washing machines will bring the possibility of secondary pollution and cross-contamination. Laundry health has become a problem that many families have faced or are facing. TCL washing machine has gone through countless times of user pain point research, knowing the user's demand for laundry health, and opened the door to the new category of industry-free sewage washing machine with the pollution-free washing machine.
After three years, TCL washing machine has introduced the pollution-free pulsator washing machine, the pollution-free drum washing machine and the non-pollution barrel in the barrel washing machine, which have solved the long-standing laundry problems such as secondary pollution and cross-contamination of the laundry. Specifically, the TCL pollution-free washing machine utilizes a fully-sealed barrel structure to subvert the internal structure of the conventional pulsator washing machine, completely isolating the inner and outer barrels; using the water-sealed tank-free structure to eliminate the dirt on the exposed tripod of the traditional drum washing machine bottom. Disadvantages, let the washing machine completely bid farewell to the large amount of dirt and bacteria caused by the use of the laundry after the use of laundry; the most important, TCL pollution-free barrel in the barrel washing machine is a vat + N exclusive kegs, The two-way solution solves the two problems of the secondary pollution of the washing machine and the cross-contamination between the clothes and the clothes, and truly keeps the user away from the laundry pollution.
With the technical design innovation, TCL pollution-free washing machine won the first special certificate issued by China Household Electrical Appliances Research Institute and Beijing Zhongqinglian Certification Center and the “Soil Free Feature Washing Machine†certification, which is the first characteristic certification of the household appliance industry. Obviously, the unprecedented class of pollution-free washing machines is an incremental market newly opened by TCL, and the stimulation of the overall demand for home appliances is a bright spot.
In addition to subversive boutiques, the marketing strategy of TCL washing machines is also unique. Not long ago, the CBA League, which had a nine-year cooperation with TCL, was the end of the 2018 CBA All-Star Game. The Southern Star team led by Yi Jianlian defeated the North Star team led by Ding Yan Yu Hang at 147:138. In this league, the TCL washing machine was unveiled and witnessed the excellent style of the CBA All-Star Game. Originated from the high spirit of hard work and innovation, as early as 2009, TCL became the Chinese men's basketball partner and CBA designated sponsor, and took the first step in sports marketing. Since then, basketball players dressed in the shirt with the TCL logo to battle the field, for the Chinese basketball history to record a scene of immortal memories.
At the same time, in April last year, TCL's exclusive title "Huang Xiaochu's Spring, Summer, Autumn and Winter" in the fourth quarter, build TCL "true life" scene, to impress consumers with the most real life experience; July, big hand exclusive crown CCTV-1 "Daguo Brand Development", TCL Group Chairman and CEO Li Dongsheng starred in "Daguo Brand Development Notes TCL"; in October, TCL brand documentary second "Way" appeared in CCTV "Great Power Brand" Developed into a note; and then TCL hand in hand, "Shakespeare is not angry" drama special, unlock new entertainment marketing posture, and so on.
In addition, in the special node of 618/Double Eleven, TCL washing machine and high-quality stars, such as Yuan Hao, Ma Tianyu, etc., plan a "big coffee price" activity with coffee and materials, through a variety of interactive forms, a variety of preferential content, not only It has created a shopping experience for consumers, and it has continued to build popularity for the promotion of TCL nodes, and has continuously formed new defects. TCL seamlessly integrates brands and products into sports, variety and various forms of the story, bringing more market exposure for the promotion of TCL washing machines.
In addition to the boutique and marketing to promote the domestic market, TCL washing machines have also found an opportunity for overseas expansion under the “Belt and Road†policy. As the iconic brand of China's going global, TCL continues to drive the washing machine business overseas with the market strategy of “three military linkages, brand leadership, and rooted in key market countriesâ€.
TCL Global Creative Projection Advertising is listed in New York, Paris, Germany, Berlin, London, Australia, Sydney, and Rome, Italy. It is an international landmark building such as the US Empire State Building and the French art gathering place Moulin Rouge; The China Grand Theatre, with the "X-Men", "Mission Impossible 5", "Justice League" and other Hollywood blockbusters continue to cooperate, etc., TCL washing machine in the Group's overseas support, business continues to expand, which is its rapid growth in the short term One of the important factors.
2018 increase in profits
In the past year, TCL washing machines quickly entered the high-speed and fast-track under the linkage of products, marketing and overseas deployments. Even the next two years will be the key period for further expansion. The industry is generally optimistic about the market performance of China's washing machines in 2018, and believes that the entire industry will usher in a new round of “quantity increase and increaseâ€, which has great impact on the growth of TCL brand and the change of brand competition in the whole industry. Good influence.
In the words of Wei Jun: "From 2018 to 2023, the replacement needs will come quickly and form a strong bottoming effect. 2017, 2018 is stable, and in 2019, I will protect you a few big leap forwards." In the next 2-3 years, the washing machine industry will usher in a gradual boom period of “quantity increase and profit increaseâ€.
There is no doubt that 2018 will be a new starting point, and the “replacement demand†of consumers will be more prominent, and the entire market will accelerate in the incremental rise and stock change. It is understood that the last peak sales period of China's washing machine industry is from 2008 to 2013. During the period, including the policy of home appliances going to the countryside and trade-in, the popularity of washing machine products has been accelerated nationwide. The life cycle of washing machine products is generally 8- In 12 years, 2017 is the beginning of the replacement cycle, and in 2018 there will be a further explosion of demand for replacement.
The TCL washing machine, which has found a growth model in the stock market, will undoubtedly become even more prosperous in the face of future changes, increasing profits and so on. It is foreseeable that the new army of washing machines represented by TCL is rewriting the traditional brand pattern history of the Chinese washing machine market.
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