The famous British writer Charles Dickens once said: "This is the best era, and it is also the worst era." In an era of constant change in the depths, China's washing machine industry is experiencing the coexistence of hope and dilemma, and the coexistence of opportunities and challenges. . In the past, there was an opportunity for consumption upgrades to revive the wave of renewal. Later, brand competition intensified and staged a life-and-death chase. The relatively mature Chinese washing machine industry is testing the ability and endurance of each brand. TCL washing machines participate in it and grow stronger day by day.
According to data from Zhongyikang & Industry Online, the sales volume of TCL washing machines in 2018 H1 reached 1 million units, with revenue increasing by 16% year-on-year, exceeding one million units for the first time, ranking sixth in China. Obviously, the "Six" of TCL washing machines this year is more solid and more valuable than previous years: Compared with 2016-2018, the proportion of TCL washing machine drums has increased from 15.2% to 26.8%, with large capacity (products above 8KG) The proportion has increased from 18.4% to 42%, the brand index has increased from 58 to 70, and the gap with the third place in the industry has been reduced from 500,000 units to 300,000 units.
Two-wheel drive committed to innovationTCL washing machines have been playing steadily. In the past two years, they have begun to fight against the domestic washing machine market and have shown rapid growth. Many people are concerned about the turbulence in the Chinese washing machine market. How can TCL washing machines continue to maintain high growth and achieve new growth points? Wang Xianju, general manager of TCL's white goods division, said in an interview: There are two main points, one is to take a differentiated route, and the other is to grasp the consumer's pain points of consumption upgrade, that is, the pursuit of health and the pursuit of quality of life.
First of all, from the perspective of differentiation, the TCL washing machine team, after three or four years of hard work, committed to consumer health pain points, finally launched a pollution-free washing machine in 2016, creating a category of pollution-free washing machines. Compared with other so-called health washing machines displayed in the market, the most essential difference between TCL pollution-free washing machines and them is that the latter completely block the pollution source through physical isolation, which solves the problem of healthy laundry. "The century-old problem."
Among them, the TCL pollution-free pulsator washing machine adopts an innovative fully enclosed barrel structure, and the inner and outer barrels are completely isolated during washing. There is no water exchange problem at all, and there is no longer "secondary pollution". The TCL dirt-free drum-in-tub washing machine launched in 2017 is more innovative and has 1+N washing combination functions. When washing clothes, you only need to put clothes with different cleaning needs into different drums to avoid cross-contamination; TCL dirt-free drum washing machine It has a 100% pollution-free, 90° high temperature sterilization method, plus T-DI intelligent precision automatic delivery system, automatic delivery of disinfectant and other methods to prevent laundry hidden dirt.
Stain-free products are not enough. Stain-free is the basic requirement of TCL washing machines. On the basis of healthy laundry, TCL washing machines also pay attention to clothing care and high-end care, which can be achieved through the improvement of user experience such as mute and touch screen. According to Xing Zheyin, product director of the Washing Machine Product Center of TCL's White Home Appliances Division, the health that everyone sees is the existing one. TCL has more innovative products under development, but the technology must be kept secret first, and some products will be presented next year. .
Not only that, as a supplement to differentiation, in the future, TCL will also launch small washing machines and other more innovative small products to cater to TCL's younger brand positioning and represent its entire innovative products.
Secondly, from the perspective of health pain points under the consumption upgrade wave, the current consumption upgrade trend of China's home appliance market has entered the deep water area. Consumers' pain points in this context are mainly aimed at the pursuit of health and the pursuit of quality of life. TCL washing machine entered users, through 5000 survey questionnaires, 200 household interviews, and summed up 158 questions, including "the bucket is too dirty", "hasn't the program been adjusted, why should it be adjusted", "noisy", "It feels unhygienic after washing the jacket and then the underwear"... I really feel the health pain points of consumers under the consumption upgrade.
TCL washing machines have been innovating for a healthy life for many years. The products are the best interpretation of the corporate philosophy. Consumers' pursuit of health ultimately depends on the implementation of high-quality products. TCL washing machine has launched a pollution-free washing machine with international patents, which physically isolates the problem of secondary pollution of clothes during the washing process, and solves the problem of cross-contamination through 1+N washing combinations, providing consumers with high quality Health solutions.
In the treatment of details of health pain points, TCL washing machines are more meticulous. Take active sterilization as an example. Most of the washing machines on the market focus on health and sterilization, but sterilization is not more thorough. The TCL drum washing machine is equipped with a special disinfectant injection window, and automatically disinfects the disinfectant by automatic injection. Another way of thinking is to use external professional chemical cleaners to sterilize and automatically add them all at once, which can better satisfy consumers' thorough health pain points.
TCL washing machines insist on being friends with users and treating users as relatives. Only in this way can we fully understand their needs and insight into their pain points, and then through research and development of innovative technologies, these pain point concepts can be well injected into TCL washing machine products. For TCL washing machines, health is not a concept, but a product that meets the needs of users. This is what TCL washing machines have been doing, and it is also the key to consumers' recognition of TCL washing machines.
Stick to the original heart and move forwardSince TCL Group invested 7 billion yuan to establish the TCL Home Appliances (Hefei) Industrial Park in 2014, and joined hands with the German designaffairs R&D and design team to focus on building an "intelligent, efficient, energy-saving, and healthy" ice washing industry and research base, TCL washing machines have been more focused Users live a healthy life, and create product technological design innovations based on user needs, bringing quality, health and infinite touch to family life. What is the original intention of the TCL washing machine? It is not only to solve the problem of washing the washing machine for users, but more importantly, to build a full range of healthy and quality lifestyles.
Adhering to the concept of pragmatic innovation, TCL washing machines continue to innovate for a healthy life, transforming health from a vague and abstract concept into a subversive and innovative product landing, escorting users' healthy life. From pollution-free pulsator washing machines, to pollution-free drum washing machines, to pollution-free drum-in-tub washing machines, TCL washing machines have completely solved the secondary pollution of laundry and the cross-contamination between clothes and clothes, becoming a pollution-free system solution. The creator of the plan, the maker of the pollution-free washing machine standard, and the first unique certification winner of the China Light Industry Council, practice the big country brand with the entrepreneurial spirit of dare to think and dare to persist!
In 2018, TCL washing machines upgraded the "free of pollution" to the "free of pollution +" strategy. In 2018, the offline channel business in China took the lead in achieving pollution free of the entire product line, and fully promoted the introduction of pollution-free shared washing machines into the campus. Care for the health of students, and stop R&D investment in non-stainless washing machines within this year; stop the production of non-stainless washing machines by 2020, provide more users with the health care brought by pollution-free washing machines, and create 100% Free of pollution, healthy washing and care.
Moreover, at the 2018 TCL Refrigerator Washing Machine Global Strategic Partner Conference held on August 8, TCL Washing Machines brought a pollution-free washing machine that allows users to use it comfortably, affordably, and like to use, centering on the "non-pollution +" strategy. New products provide users with a healthier life plan.
It is understood that TCL pollution-free products have been on the market for two years, and now basically account for nearly 30%. This proportion is not easy to come by. On the one hand, the online sales of TCL products account for a relatively large proportion, but pollution-free products are not targeted at online sales. Special product planning, so the performance is insufficient; on the other hand, the current health concept is flooded, and companies want consumers to approve a new plan. This is a very difficult process. TCL washing machines have been promoting in practice for two years. Through activities such as dismantling and trade-in for users, as well as cooperating with the Home Appliance Research Institute to promote pollution-free washing machines, consumers continue to be aware of pollution-free washing machines.
TCL washing machines allow users to recognize and believe in the high-quality experience brought by pollution-free technology, which requires a very long transition, which is not achieved overnight. From scratch, the current 30% of TCL pollution-free washing machines is already commendable. Xing Zheyin admitted: TCL will continue to deepen the needs of users for healthy washing, continue to innovate and iterate on the technology of "free of pollution", and TCL will continue to go on for the healthy life of users.
Since 1998, TCL washing machines have continued to innovate and make breakthroughs for 20 years. The next 20 years will be a brand new starting point. TCL washing machines will continue to be ingenuity, hard work, and dare to think and dare to persevere. As Wang Xianju said: "Since the concept of health has been selected and we want to innovate for a healthy life, then we must stick to it. Through concentrating on ingenuity, we must continue to achieve the ultimate in details and meet the needs of users. This is the only way we can. Users can choose our products!"
The new journey, starting from the heart, I believe that TCL washing machines will continue to deepen the differentiation route and health upgrade trend on the basis of sticking to the original aspiration, and open up a road of its own to take off in this era of both good and bad.
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