Since the end of 2017, domestic air-conditioning sales have shown a slowdown in year-on-year growth. Combined with real estate regulation, capacity expansion, and increased competition, the air-conditioning industry was labeled as “into the adjustment period†in 2018. Aowei Cloud Network (AVC) predicted at the beginning of the year that the total retail sales of domestic air conditioners will reach 53.13 million sets in 2018, or 5.4% year-on-year; the retail sales will be 186 billion yuan, down 3.7% year-on-year. The situation is not optimistic.
However, air-conditioning manufacturers have not stopped here, but have chosen to continue to work hard in the new product iterations, in order to enhance the premium capacity and find new performance growth points. TCL air conditioning is a typical representative.
On July 18th, 2018, TCL Air Conditioning held a 2019 cold new year intelligent new product launch conference in Beijing with the theme of “Zhixiangjia every degreeâ€, and released two smart boutiques, T Rui and Chuhe, and realized it with innovative crowdfunding. The orders for the "i涟" series of cabinets exceeded 200,000 sets, which made another explosion of TCL air conditioners.
In addition to the new products, TCL Air Conditioning has announced a new intelligent upgrade strategy, “Every time to enjoy the homeâ€, and the brand image is becoming more and more in-depth. TCL air conditioners have truly entered a new cycle of brand power and product power two-wheel drive, and have entered a more quality growth.
The power of brand power
The brand is the intangible asset of the enterprise and has greater flexibility in resisting competition. It is not only conducive to extending the product line, but also conducive to the steady increase of market share. Enterprises should pay special attention to the construction of the brand. It is not just to ask the celebrity to advertise, it is so simple, but to establish it with its own integrity and word of mouth.
In 1999, TCL air-conditioner was born. After 18 years of research and development, it was determined to make progress. Finally, it achieved a breakthrough in production and sales of 10 million units in 2017, and formed household air conditioners, central air conditioners, mobile air conditioners, dehumidifiers, and special air conditioners. Heat pump heating products, intelligent health fresh air systems, new energy vehicle air conditioners, new energy vehicle battery heat pump technology thermal management systems, and other products management R & D, manufacturing and relatively complete industrial chain system, as well as the ability to independently innovate, such as energy saving Once, money can be seen, cool and soft wind, 60 ° C high temperature and strong cold and other technologies have independent intellectual property rights.
“In the whole industry, TCL has gradually moved from price competition to value transfer to consumers. After 18 years of accumulation, TCL air conditioner has entered a new stage of development, and has solidified the foundation, gathered a certain potential energy, and has the ability. To build the brand image and enter a new journey of enterprise development!†said Chen Shaolin, head of TCL air conditioning.
In Chen Shaolin's view, the new journey of TCL air-conditioning development is to continue to adhere to the "quality first, efficiency first" principle, from "brand quality" to "brand image" construction. TCL air-conditioning is to create a brand image by creating a boutique air conditioner that allows consumers to enjoy the functional value and enjoyment of a comfortable life.
Any strategy must find a foothold. In the strategy of reshaping the brand image, the TCL air conditioner is positioned to “lead the air conditioner into a new era of intelligenceâ€. TCL Air Conditioning has positioned the core user group as a new family of intelligent life. They are dreaming and striving for ideals. Their core appeal is to have good products and create a higher quality of life for themselves and their families. TCL Air Conditioning guides its own product development with “every degree of wisdom to enjoy the homeâ€, and always adheres to the core of user needs, so that their demands are met.
"The road to brand building is to let consumers really know who TCL air conditioner is. Our whole goal is to achieve 'talking to TCL's heart to think of air conditioning, talking about air conditioning thinking of TCL'!" Chen Shaolin said, "through the consumer Creating value and realizing the expectation of building our brand image in the market is a very important basic work for our new year."
Advanced product strength
Product power is the foundation of the brand, which is the survival rule that is handed over to the enterprise in the Internet era. After 19 years of precipitation and baptism, today's TCL air conditioners are getting better. Under the new brand image construction strategy, TCL air conditioners will further enhance brand power. In addition, TCL air conditioners will create products for consumers with innovative user experience and consumers with functional value and pleasant and comfortable life. value.
From the announcement of leading air conditioners into the new era of intelligence, to redefining intelligent inverter air conditioners, and to every point of Zhixiang's home, TCL air conditioners have been guided by intelligent strategies to continuously optimize products and meet user needs. Today, TCL air-conditioning product design adheres to the four-high concept, namely high reliability, high cost performance, high intelligence and high value. On this basis, the pursuit of each boutique is on the market.
The newly upgraded T-Rui series perfectly carries the positioning of the “flagship†product, using a variety of intelligent algorithms to improve airflow comfort, temperature, humidity and air cleanliness. Thanks to intelligent algorithms and innovative design, T Rui can achieve a comfortable airflow satisfaction of 92%, which is much higher than 60% of ordinary air conditioners. Through intelligent algorithms, T Rui can maintain the entire room in the most comfortable 40%-60% humidity range. In addition, T Rui has intelligent energy-saving features, fixed power saving, constant temperature and power saving, user-defined, saving money to see. At the same time, it also has a light-sensitive sensor and a smart cloud, which is automatically changed into a sleep mode by light sensitivity.
The new series of the first load series can achieve 30 seconds of cooling, 60 seconds of heat, and can continue to work in the extreme environment of 60 ° C, high temperature does not stop. In terms of energy saving, the first load achieved a technological breakthrough, which took less than 1 yuan in one hour and 8 hours. In addition, through the high-temperature double-steam self-cleaning technology of titanium, the initial charge can be better kept clean and avoid secondary pollution.
In the week of the smart star i涟 series, the innovative crowdfunding broke through 200,000 sets and became a super-burning product. Its success stems from the almost demanding pursuit of TCL air-conditioning, which was finally released after the TCL air-conditioning core R&D team has been repeatedly polished for nearly two years. As one of the smallest cabinets in the industry, i涟 covers an area of ​​only 0.214m2; it adopts the national patent design, and the wind vane and the closed door are combined into one. The timeless classic white is matched with the crystal clear decorative strip ice blue, synchronous Equipped with TCL air conditioning core intelligence technology. Cool and soft wind, 72 kinds of air supply mode. With its outstanding design, unique art and practical intelligence, it has been a great success.
From the pleasure to consumers, every degree of energy saving, satisfaction of airflow comfort, temperature, humidity and cleanliness, these are the core appeals that reflect the needs of consumers' beautiful features. Among these points, TCL air conditioners provide the real solution to this problem lies in the degree of pleasure, energy saving every time, saving money and really sleeping all night, can bring air conditioning to enjoy during sleep. This is the product strength of TCL air conditioners.
Core: Quality growth
In the past six months, air conditioners have performed best in the home appliance industry. According to the data of Aowei Cloud Network, the total sales of domestic air conditioners in the first half of 2018 was 33.22 million units, an increase of 11.5%. Among them, the online sales volume was 11.73 million units, an increase of 30.6% year-on-year; the offline sales volume was 21.49 million units, a year-on-year increase of 3.2%. The total sales amounted to 114.7 billion yuan, a year-on-year increase of 15.5%. Among them, online sales amounted to 35 billion yuan, up 42.1% year-on-year; offline sales amounted to 79.8 billion yuan, up 6.8% year-on-year. Sales revenue in the entire home appliance industry has grown by nearly 50%, and the air-conditioning market has shown a development situation that is contrary to forecast data.
Xu Dongsheng, vice chairman of the China Household Electrical Appliances Association, said that after the 85s and 90s, it has become a mainstream consumer, pursuing quality, pursuing technology, and becoming increasingly diversified. At present, the products of the home appliance industry are moving towards high-end, healthy, intelligent and comfortable, and the consumption upgrade has driven the development of the whole industry. Air-conditioning products continue to deepen the functions, including refrigeration, heating, and mute, and the products are also breaking new performance according to consumer demand and technological progress.
Under the two-wheel drive of brand power and product power, TCL air conditioners enter the fast track of high growth, and the core of them is the growth of quality. Chen Shaolin’s most talked about in the interview was “quality growthâ€, which is the key to the future development of TCL air conditioners.
“Positioning achieves quality growth, not only in scale, but also in transition to the four new kinetics of enterprise development: the brand image building as the core of sustainable development and product strength as the basis of our sustainable development. Structure as our direction, lean management is the basis of sustainable development.†Chen Shaolin admits that through the construction of these four kinetic energy, the structure of TCL air conditioner is constantly adjusted and optimized.
In product upgrades, Chen Shaolin believes that when most products in the market are 80-90 points, TCL air conditioners must achieve 95 points or more. 80-90 points, consumers may not derogate you, but will not praise you. And when you achieve 95 points and can truly exceed the product experience expected by consumers, then he will really praise you.
Therefore, the creation of TCL air-conditioning new products is absolutely perfect. Take the T-Rui series as an example. This product, which was originally planned to be launched in June, is delayed due to the pursuit of extremes by TCL air-conditioning developers, only to let users feel more refined design and pleasure. Degree, reduce the gap of the wind deflector by 0.2mm!
With the orderly construction of brand image and product enhancement, TCL air conditioners must achieve more valuable growth, which means that in the future, TCL air conditioners are no longer a price guide, but a value transfer.
In the face of the country's more quality development, the implementation of environmental protection policies, increased labor costs, etc., TCL air-conditioning will always insist on upgrading its technology to enhance its competitiveness in the entire market. Chen Shaolin proposed that it is necessary to benefit from management and benefit from the market. In the management to benefit, TCL air conditioning has been optimized in the full value chain; to the market to benefit, to upgrade the product structure optimization, enhance the visibility and reputation of TCL air conditioning brand.
The joint drive of brand power and product power has driven the development of TCL air conditioners. Data show that from January to May 2018, TCL air conditioners increased by 37.13% year-on-year, ranking second in the industry, and the industry growth rate in May was the first in May. As of July 8, the average price of online and offline products increased by 9.8% and 10.1% respectively, ranking the top two in the industry!
For TCL air conditioners, this is a happy answer. In the future, under the leadership of brand quality and the guidance of intelligent strategy, TCL air conditioners will enter a new stage of growth. At that time, the whole air-conditioning market will show up in the wind, we may wait and see.
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