As an essential white appliance for families, the recent development of refrigerators has attracted much attention. According to data from Aowei Cloud Network, in the first half of 2018, the overall sales volume of the refrigerator industry reached 16 million units, with an overall growth of only 0.8%. The growth was weak, putting a lot of pressure on the industry, especially refrigerator companies, which is more like a hot pot. The ants are busy going round and round. Among them, the domestic home appliance giant TCL is thriving and is leading the industry trend with an unstoppable trend.
At the moment, August has ended, and the offline market has continued to be in a downturn. According to AVC monitoring big data, from the 27th to the 34th week of 2018 (July 2-August 26), a total of 8 weeks, The retail volume of the refrigerator offline market fell sharply by 22.2% year-on-year, and the retail sales fell 12.7%. The market may pick up in September. However, it is expected that the H2 refrigerator market will continue to bear the burden.
At the same time, the industry's process of focusing on dominant brands is still going on. Small and medium-sized brands have narrower and narrower living space. In the first half of the year, 5 brands disappeared from the market, and the top ten brands accounted for 85.9%. Share. It is worth mentioning that by the end of 2018 to the first half of this year, TCL refrigerator washing machine shipments have exceeded 2 million units. Globally, TCL refrigerators increased by 13.2% year-on-year, and TCL washing machines increased by 8.6% year-on-year. The miracle of the industry's growth against the trend.
With the acceleration of the global economic integration process, the penetration of the Internet information revolution and the transformation of the world's consumption structure, the global home appliance industry is undergoing tremendous changes, and TCL refrigerators are no exception. Li Dongsheng, Chairman and CEO of TCL Group, once said: Industry is the backbone of China's future development, and the real economy is the foundation of China's economic competitiveness.
In 2013, TCL Group invested 7 billion yuan to build a high-end ice washing industry base in Hefei, Anhui Province, which undoubtedly provided a solid guarantee for the technical research and development of TCL refrigerators. It is also from that time that TCL’s ice washing industry has begun to move forward. The transformation and upgrading of the high-end strategic direction has rapidly improved the competitiveness of the overall industry in just four years.
Moreover, after 37 years of development and transformation and 19 years of globalization exploration, TCL has accumulated good brand recognition and market resources for the refrigerator business. At the same time, with in-depth insight into the national market demand and persistence in pragmatic innovation, "better products" will help TCL refrigerator washing machines open up a larger market.
Behind "better products" is "better technology"Obviously, "better products" require "better technology" to create. The reason why TCL refrigerators can achieve such excellent results is inseparable from the support of technology. At the IFA 2018 exhibition held recently, TCL crystal four-door integrated frequency conversion air-cooled refrigerator won the integrated frequency conversion technology gold award jointly issued by the German Chamber of Commerce and Industry (GIC/AHK) and the United States International Data Group (IDG).
It has repeatedly won highly valued international awards, fully demonstrating TCL's outstanding innovation ability and technical strength. In addition, at IFA, TCL refrigerator also brought a Chinese gem-tourmaline. It is reported that the appearance of tourmaline has allowed visitors from all over to witness the perfect combination of Chinese culture and Chinese home appliances.
As we all know, from the first integrated frequency conversion air-cooling technology in the TCL industry in 2017 to the comprehensive upgrade of the smart health "air-cooling +" strategy in March 2018, TCL focuses on the healthy life of users, taking user needs as the origin, and constantly adopts creative design and innovative technology. Interpret the infinite possibilities for a better life. The tourmaline stone inside the refrigerator is indispensable.
It is understood that the tourmaline stone inside the TCL refrigerator has AAT negative oxygen ion fresh-keeping technology, and the unique integrated control double frequency conversion technology combined with smart air-cooling and frost-free technology can quickly create a uniform cooling storage space inside the refrigerator, achieving 2 minutes Quick cooling at 1℃, keeping the ingredients fresh; AAT smart sterilization system, using T-Hips modified antibacterial material, removes 91.17% of E. coli and 90.68% of Staphylococcus aureus in the refrigerator, and protects the freshness and safety of ingredients , Provide thoughtful health care for the family.
Wang Xianju, general manager of TCL's white home appliance division, revealed in an interview that TCL refrigerators have locked in the "healthy storage of foodstuffs" as the next force in the industry. Through product core technology innovation, TCL refrigerators lock fresh ingredients, nourish freshness and nutrition and health, and create a full-scale smart and healthy life for users from shopping to food storage, three meals a day. After that, TCL refrigerators will continue to promote product innovation and the realization of the core values ​​of brand wisdom and health.
In addition, TCL refrigerators have also formulated some next "small goals": in 2018, the unique AAT smart sterilization system of TCL refrigerators will be fully popularized in new products above 250L; in 2018, 100% of all new products will be equipped with antibacterial door seals and antibacterial Handle: By 2020, TCL refrigerators will strive to achieve 70% of the sales of healthy refrigerators.
Undoubtedly, health has become one of the most popular trends at the moment. The innovation of TCL refrigerators in health is clearly an urgent need for users and directly hits consumer pain points. In addition, technology is the primary productive force, and strong technological innovation capabilities are a testament to the strength of the company. As a giant in the home appliance industry in China, TCL Ice Wash clearly performed well, justifying the name "Made in China".
"Better products" also require "better craftsmanship""No batch quality problems occurred in 1398 days" Chen Shaolin, Product Director of Refrigerator Product Center of TCL White Home Appliances Division, said that this number is the best embodiment of the ingenuity of countless TCL refrigerator employees.
At present, the rapid development of China's economy has made the spirit of craftsmanship a shortcoming in the industry, but TCL refrigerators rely on meticulous ingenuity and meticulous rigor to make users continue to recognize TCL refrigerators, and once became a powerful in the high-end market. One of its competitive advantages.
This is also reflected in the artificial intelligence research of refrigerators. According to the editor's knowledge, TCL's award-winning refrigerator on IFA not only enables the smart refrigerator to be interconnected with other home appliances through AI technology, but also joins the home control system to coordinate food storage work. It can also interact with the remote information device, query food information in the refrigerator online or set a shopping list, remind users to buy food, and intelligently manage different foods, such as understanding the quantity of food in the refrigerator, understanding the food preservation period, and automatically reminding food Shelf life time, etc. In turn, the TCL refrigerator has become a family health steward, truly realizing the smart health management of the user's food shopping and storage to three meals a day.
"We believe that compared to washing machines, refrigerators have more room for imagination, and will be one of the intelligent entrances to users’ homes in the future. They will become the concentrators of food management in users’ homes, realizing integrated intelligence from shopping, storage, and three meals a day. "Huawei." Wang Xianju introduced.
Li Dongsheng, Chairman and CEO of TCL Group, also said in an interview that entrepreneurs in the new era should stick to the industry, give full play to the spirit of craftsmanship, innovation and hard work, and dare to be the first in the world, have a global vision, actively participate in the national grand strategy, and actively perform social responsibilities. , And keep learning, keep making progress. He believes that the spirit of craftsmanship is the spiritual driving force behind China's manufacturing industry. Only when the dedicated, lean, dedicated, and innovative "craftsman spirit" is integrated into every link of production, design, and management, and the breakthrough from "weight" to "heavy quality" is achieved, can China's manufacturing win the future.
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