As we all know, washing machines are now basically popular in our country, the market is close to saturation, and competition is becoming more intense. At the same time, under the influence of the general trend of consumption upgrades, products that only meet the basic functions of users lose their competitiveness, and a battle over quality has quietly started. Among them, the domestic appliance giant TCL washing machine is also leading the industry in its own way.
Washing machine sales decline, TCL bucks the trend and ranks sixth in the industry
In recent years, with the disappearance of the demographic and dividend advantages of the third and fourth tier markets, the washing machine industry has become more anxious, and the market has entered a period of decline in volume. Domestic and foreign brands of washing machines have different performances during this period.
According to the latest market data released by Yikang, an authoritative survey agency, washing machines experienced negative growth in four of the first seven months of 2018, and the entire industry entered a downward channel. Up to now, the cumulative year-on-year growth rate of sales of the entire washing machine industry is negative 0.81%. Among them, washing machine products with a capacity of 8KG and above accounted for 95% of the cumulative retail volume and 97% of the retail sales in 2018. Large-capacity products have occupied most of the washing machine market.
In this context, in the first half of this year, TCL Group's washing machine shipments exceeded 1 million units, with revenue increasing by 16.6% year-on-year, ranking sixth in the industry; the company's drum washing machines accounted for 26.5% from 15.2% in 2016. 8%, the proportion of large capacity (products above 8KG) increased from 18.4% to 42%, achieving high-quality growth.
I have to say that this achievement is really rare in the current washing machine market. Industry analysts also believe that under the current downturn in the industry, TCL washing machines can maintain a high-speed growth trend, which is directly related to its continuous development in technological innovation, channel integration, and high-end intelligence, and can be regarded as an industry benchmark.
Insist on technological innovation TCL washing machines directly hit user pain points
At present, the health problem has risen to the national strategy and has become the focus of people's urgent need to solve. TCL washing machines have always paid attention to this pain point and regard health as the main direction of technological innovation. Through design and technological innovation, it will bring more intelligent, healthy care and infinite touch to family life.
As early as March 2016, TCL washing machine was the first in the industry to launch a pollution-free pulsator washing machine, and pollution-free washing machines began to appear on the stage of history; in August 2016, TCL was launched a pollution-free drum washing machine, realizing the solution of the drum pollution-free system Solution: In March 2017, the first pollution-free drum-in-the-tub washing machine became the creator of the pollution-free system solution; in 2018, TCL washing machine released the "pollution-free +" product brand strategy upgrade, leading the industry with a healthy upgrade.
At present, the TCL pollution-free washing machine has achieved 100% pollution-free in all directions, the whole process, and the whole life. All-round dirt-free operation allows the washing machine to completely bid farewell to solid pollutants (floss, hair, metals, oxides, etc.) and germs (bacterial microorganisms), realizing true health care; the whole washing process is dirt-free, no separate program operation is required, so that the dirt-free process It is more convenient and hassle-free. It is a brand new laundry experience every time, making the clothes look new. The whole life is stain-free guarantee TCL stain-free washing machine product life cycle, from purchase to use, no matter the length of time, it will always be stain-free. Pollution occurs during use.
In order to avoid cross-infection, the emergence of TCL non-contaminated tub-in-tub washing machines provides a perfect solution. The TCL non-contaminated tub-in-tub washing machine uses the principle of the barrel-in-barrel technology to create a 1+N exclusive space, with "1+N" washing modes, the exclusive bucket is detachable, and a variety of colors are designed. One family member, one bucket to create underwear Exclusive washing space such as, socks, etc., realize a washing machine to meet the needs of the whole family or many people.
In addition, TCL dirt-free drum washing machine adopts the first low-temperature quick-drying condensing washing and drying integrated machine, double-layer high-efficiency metal condenser, to achieve a 40-minute rapid washing and drying-2 shirts are washed and dried in 40 minutes, which is quick and dry. , 2 shirts are dried quickly in 26 minutes; at the same time, the drying temperature is realized at a low temperature of 50 degrees, so that the clothes can be dried and protected at low temperature even with wool, down, silk and other materials.
On September 3, at the launch of the first batch of new national standard washing machine products held in Beijing in 2018, the TCL Refrigerator Washing Machine's TCL non-contaminated drum washing machine (XQGM110-12307BH) and TCL non-contaminated tub-in-drum washing machine (XQM85- 9005BYS) Shuangshuang became the first batch of products that passed the new national standard for washing machines in 2018, and was rated as "the first batch of products that passed the new national standard."
Wang Xianju, general manager of TCL's white home appliance division, said in an interview with the media during IFA that, standing at the new starting point of the new era, TCL refrigerator washing machines will continue to uphold the pragmatic and innovative corporate philosophy, focus on the healthy life of users and innovate, using creative design and innovative Technology interprets the infinite possibilities for a better life, and brings intelligent care and infinite touch to the healthy life of the family. Stick to the industry, promote the innovation and upgrading of China's home appliance industry, practice the responsibility of major country brands, and start from the heart on the world stage.
International brand shaping TCL demonstrates the strength of a big country
On August 31, the IFA 2018 Berlin International Consumer Electronics Show opened as scheduled. With years of deep cultivation and continuous innovation and breakthroughs, TCL washing machines have successively won the most innovative home appliance brands in the refrigerator washing machine category in the home appliance industry at this IFA exhibition. The "Bake Integrated Product Innovation Achievement Award" demonstrates the strength of China's major country brands. At the scene, the TCL washing machine also adopted the latest VR experience technology, allowing the audience to experience the three-dimensional experience and feel the stain-free clothes and the overall washing and care process.
It has to be said that in just a few decades, Chinese home appliance brands represented by TCL washing machines have grown out of nothing, from made in China to made in China, going abroad to promote IFA depends on innovation. During this IFA exhibition, TCL refrigerator washing machine won the "Most Innovative Home Appliance Brand" award is proof of its success.
In the process of building an international brand image, Mr. Li Dongsheng, Chairman and CEO of TCL Group, said: "The future development of TCL will rely on two drivers. One is technological innovation, including artificial intelligence, cloud computing, and smart terminal products. The other is globalization. For an enterprise to grow continuously, it must establish a global business structure."
Industry expert Zuo Yanque said that TCL washing machines have set a good example for the development of the industry, making products with heart, innovating to create a good life, and a brand that is truly consumer-conscious is a good brand. This is also an important reason why TCL Ice Wash has been continuously active on the international stage in recent years. The excellent performance at the IFA exhibition is also the best presentation of the strength and confidence of TCL Ice Washing brand, and it is a powerful help for TCL Ice Washing to continue to expand the international market.
Xi Lei, deputy general manager of TCL's white appliances business department, said: “The overseas business of TCL washing machines has just begun. The reason for the long preparation period is that it is necessary to fully prepare for the upcoming expansion of the market. It is not in line with the local living habits to rush to the sea. , Will soon be abandoned by the market. TCL washing machines will also focus on "non-pollution" technology and launch overseas products suitable for the local market."
Write at the end
In the future, under the general trend of consumption upgrading in the washing machine industry, products will gradually transform into the mid-to-high-end market. In the process of transformation, the market threshold will be further raised, and the living space of small brands will be further compressed. For the development of the market, the survival of the fittest is the only way to a mature market. In terms of the current performance of TCL washing machines in all aspects, it is gradually getting better, and the future prospects are promising.
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