The refrigerator market eats "reassuring pills" TCL 618 and then fires

Unlike the "food in the air" industry, the refrigerator market is not a blaze, but despite being comfortable and comfortable, the companies have not forgotten their peace of mind. Among them, the domestic appliance giant TCL has become the backbone of the industry with its many years of precipitation in the refrigerator field, and a truly authentic product that surprises consumers and proves their strength.

In the first quarter, the amount of the refrigerator has increased in the refrigerator market.

According to the total data of Avi Cloud (AVC), the Q1 retail volume of Q1 China refrigerator market in 2018 was 6.56 million units, a year-on-year increase of 0.5%, and the retail sales volume was 20 billion yuan, a year-on-year increase of 10.5%. The stable performance of the increase in volume has given confidence to the refrigerator market in 2018. According to industry online data, TCL refrigerators increased by 16.1% in March 2018;

Of course, some insiders believe that intensive promotions have already overdrafted some of the demand in advance, and the market is still grim in the second half of the year.

In this regard, Wang Xianju, general manager of TCL White Appliances Division, also expressed a similar point of view. "Whether it is increased or decreased, sales in the domestic refrigerator market will not change much, and the growth of sales is relatively certain. "

The editor believes that, in any case, expanding market channels and innovating industrial technology is a "killer" to capture share. According to the omnichannel channel of Aowei.com, the retail sales of the corresponding market in Guangxi, Henan, Jiangxi, Ningxia, Shanxi and Xinjiang decreased respectively in the first four months of the year from January to April 2018. Growth of 10.8%, 6.2%, 12.1%, 10.5%, 7.0%, 14.9%. In the case of the country's township market retail sales increased by 5.8% year-on-year, the retail sales of Fujian, Guangxi, Guizhou, Hunan, Jiangxi, Inner Mongolia, Ningxia, Shandong, Shaanxi, and Tianjin townships increased by 17.6%, 9.1%, 16.0%, and 9.6, respectively. %, 24.2%, 16.6%, 51.3%, 10.6%, 12.9%, 11.8%. According to the information released by Jingdong Household Appliances, from the market-level sales situation, the proportion of sales in the fourth, fifth and sixth grades continued to rise, and sales maintained a relatively high growth rate.

The significant sinking of the market channels has given the company a new direction of development. In addition to the layout of new retail enterprises such as Jingdong Ali Suning Gome, the mainstream refrigerator companies have also accelerated the layout of the third and fourth-tier markets, and have begun to establish specialty stores. Among them, TCL refrigerator not only seizes the mainstream channels of the Internet, such as Jingdong, Tmall, etc., but also continues to consolidate traditional channels, adhere to the market of the third-fourth grade, which accounts for nearly 40%, and sinks to the market of 567.

In addition, although TCL's overseas market share is currently low, there is still 20-30% of the space to be upgraded. This is a market where TCL ice washes will go out this year and in the future. It is also worth mentioning that TCL also focuses on the development of emerging channels, such as sharing washing machines, campus market, etc. Although there is no mention of the refrigerator field, in the future, TCL shared refrigerators may be seen in the office area, and employees can bring The lunch is put in the refrigerator for insurance, especially in the summer, which is very healthy and important.

Not only is the overall layout of the market channels, but also in the product technology innovation, the TCL refrigerator is not slack, and the difference is broken. It is understood that TCL not only pays attention to the freshness of ingredients, but also focuses on healthy storage. In particular, it is committed to the solution of the health threats hidden in the refrigerator for a long time, and realizes the partition storage to ensure food health by integrating the inverter air-cooled refrigerator.

Moreover, this year, TCL has introduced smart health storage to create a smart health home for users to store food from the outside to the inside. It is equipped with intelligent air-cooling and frost-free technology to quickly create a uniform storage space for the ingredients, achieving 2 minutes of cold cooling at 1 °C, locking the ingredients fresh. The full-space permanent AAT negative oxygen ion fresh-keeping technology provides 360-degree maintenance of dust, odor, sterilization and fresh care for the ingredients, achieving a 7-day water retention rate of more than 90% for fruits and vegetables, and retaining the natural taste of the ingredients.

Therefore, it is no accident that the TCL refrigerator won the "2017-2018 refrigerator industry smart health brand", the new products "BCD-490WBEPF2", "BCD-480WEPZ50" respectively won the "2017-2018 annual integrated frequency conversion cold lock technology innovation "Star" and "2017-2018 AAT wisdom fresh technology innovation star", madly won three awards.

According to industry analysts, TCL refrigerators deeply explore user needs and consumption pain points, accelerate the upgrade of smart experience, not only bring a good product experience to users, but also a perfect display of strength, but also become the power source of the industry leader.

618 hit a World Cup TCL refrigerator fire

On June 1, as the first day of the 618-year promotion, TCL's total network sales exceeded 200 million! A year-on-year increase of 68%! Domineering ushered in a good start. The award-winning new 480-litre dual-conversion cross-opening multi-door refrigerator BCD-480WEPZ50 has become the new favorite of this promotion. "AAT negative ions are like fresh food in the refrigerator, bringing forest-like freshness." TCL related person in charge said.

Not only is the leading edge of technological innovation, TCL refrigerators are also frequently used in cross-border marketing. The upcoming 2018 Russia World Cup has become the marketing target of Chinese home appliance manufacturers. In February, Neymar, who has the top football traffic star, is a global brand ambassador, and is strong with the TCL refrigerator washing machine.

According to the Russian Tass news agency, the World Cup official market research agency polls show that 84% of Russian people will watch the World Cup. In the same survey, the proportion of Chinese people watching the World Cup is as high as 87%, even surpassing the host. During the period of 618, the TCL full line of products including refrigerators has a lot of concessions, the audience has been fully reduced, and the explosion in June is just around the corner.

Insiders analyzed "unprecedented fans, purchasing power in a consumer upgrade environment, convenient online shopping environment, and better and better store shopping experience. It can be said that everyone is ready and ready, whether it is the overall home appliance market size or online shopping market, World Cup. This car has brought huge opportunities."

In fact, for cross-border marketing, TCL refrigerator became the title sponsor of the Hollywood China Grand Theater in 2013, and then cooperated with X-Men, The Avengers, Iron Man 3, Dish 5, "Justice League" and many other blockbusters, to lay the foundation for opening the international market. Moreover, recently Ma Tianyu and TCL, Suning and the fans have verified the frontier black technology of TCL refrigerator. At the scene, Ma Tianyu challenged the molecular cooking method of "mango to egg yolk". He skillfully opened the TCL refrigerator, took out the mango, fully stirred the mango juice, and started the "mango egg yolk". According to the host, the mango that has been cooked for three days has been stored in the refrigerator for three days. It is still fresh and fresh, and the fans on the scene are surprised.

"The future belongs to young people." Yes, the strategy of rejuvenation is imminent. Cross-border marketing itself is to attract consumers. As the main consumer of the post-80s, it is naturally the key marketing target. Of course, it is not so much marketing, it is better to say that it is changing the way to please users, because consumers like it, that enterprises like, and consumers are young, the strategic layout of enterprises must be younger. Everything is guided by the needs of consumers and in-depth research and innovation is the basic principle that TCL refrigerators have always adhered to.