The 20th cold year smart new product launch event of TCL air-conditioning theme "every degree of wisdom and enjoyment of home" will be held on July 18th at the Zhuzhong Art Museum in Beijing. It is not known what new products will be unveiled at this conference. However, starting from July 10th, TCL air conditioners have begun to promote the “i涟†series of product crowdfunding for channel distributors. The layout of TCL air conditioners for the new year market is Once in the forefront of the entire industry.
Last year, the production and sales scale climbed to tens of millions of sets of TCL air conditioners. It is enough to be amazing. Although the demand resources of the air conditioner industry at home and abroad are not as abundant and abundant as the previous year, the TCL air conditioners based on the production and sales scale of 10 million sets are It is still able to show strong growth momentum, and the key to supporting the steady progress of TCL air conditioners is that they have invested in resources in product competitiveness in recent years.
The i涟 series cabinet machine is the concentrated expression of TCL air-conditioning product guiding strategy in 2018, and it also fully demonstrates the more popular explosive mode of the whole household appliance industry. However, TCL air conditioners not only implement the explosives thinking in terminal retailing, but the i涟 series has reached 20,000 sets of shipments since its listing in the middle and late June, and has won unanimous praise from the market; The crowdfunding method has detonated the offline channels. It is reported that as of today, i涟Crowdfunding has achieved 80,000 sets of orders, and the final data will be officially announced at the 18th press conference. No matter how the industrial environment changes, the product is always the core link between the enterprise and the user. TCL air conditioner knows this.
Product innovation results enter a stage of concentrated outbreak
The current technological evolution and consumption patterns faced by the air-conditioning industry are much more complicated than before. The requirements for personalized and segmented demand are intensifying. The deconstruction of the mobile Internet to the various links of industry production and marketing, the technology of all things and AI The change, while broadening the technological innovation path of air-conditioning products, also makes it difficult to form a match between enterprise product development and user demand.
TCL air conditioners are more long-sleeved in such a complicated technical environment. In the air-conditioning industry, TCL air conditioners, which have been deeply deposited for 19 years, are one of the most emerging companies in the same brand. At the end of April last year, TCL air conditioners proposed a new "air conditioning +" strategy, introducing six new smart air conditioners including kitchen air conditioners. In March of this year, TCL air conditioners led the air conditioner into a new era of intelligence with three series of new products. These three series of new products include the flagship system led by T Rui, the star series led by i涟 and e涟, and the Zhiduobao Leading popular series.
TCL air conditioning wisdom "Hui" family members officially unveiled
Compared with many enterprises, TCL air conditioners have a broader path of product technology integration and internal and external interconnection in the field of intelligence and Internet. According to the 2017 annual report released by TCL Group, TCL Group's research and development expenses reached 4.72 billion last year. Yuan, the focus of such a huge cost investment is intelligence and the Internet. Moreover, TCL also has the advantages of multi-industry linkage of TV, white electricity, communication, etc. In the smart home ecosystem with artificial intelligence and big data as the cutting-edge technology, TCL air-conditioning has unique advantages, which is why it is this year. In March, one of the reasons for leading air-conditioning into the new era of intelligence was proposed.
It should be pointed out that while the TCL air conditioner fully integrates the Internet of Things technology, the foundation of the functional quality of the air conditioner product itself is more solid. Chen Shaolin, general manager of TCL Air Conditioning Division, once said that the premise that intelligence can make the user experience more comfortable and healthy is to return the air conditioner to the essence of the product.
Functional innovation to build product-driven advantages
Looking back at the products launched by TCL air conditioners in the past few years, all have a common feature, namely functional innovation, which is reflected in the i涟 series products. The i涟 series of cabinets form a low-speed, smooth-flowing laminar soft wind through 18 soft wind blades and 1,440 soft air micro-holes; combined with the innovative intelligent vector air supply technology of TCL air-conditioning, it subverts the traditional air-conditioning products. In the air supply mode, the comfort air conditioner category has also been redefined.
The air-conditioning industry has been a non-functional innovation in the past many years, that is, through the simple appearance change as the standard of new products, but the innovation of the appearance process does not bring about the essential function of the product, which only reflects the enterprise. Investing in the mold, and only functional innovation can show the R&D strength of the enterprise, so that the enterprise can build a true differentiation capability.
The rapid improvement of the competitiveness of TCL air-conditioning products is essentially due to the continuous enhancement of functional innovation based on its strong R&D capabilities. In fact, only technological and functional innovations can create new demands. In addition to the above-mentioned comfort features, the i涟 cabinet also features a series of combined functions such as refrigerant self-test, soft and humid cooling, cloud learning, high frequency start and so on.
The competition in the future air-conditioning market is a competition for product strength, and product driving is the core driving force for the future growth of TCL air-conditioning. Therefore, TCL air conditioners hope to achieve greater breakthroughs in the future through the construction of product leading edge and the scale of production and sales of 10 million sets. The author also learned that in recent years, TCL air conditioners have reached the highest level of research and development in the past three years, reaching only 220 million yuan in 2016 alone.
Business model innovation laying growth path
After 10 million sets of growth targets after the scale, Chen Shaolin gave the answer at the end of last year. On this basis, the growth rate was 50% and then reached 15 million sets, which became the medium-term appeal for the development of TCL air-conditioning domestic market. The TCL air conditioners that are built on the product-oriented model are particularly important for the commercialization of the i涟 series of products.
In this regard, TCL air-conditioning has always been familiar, and people who have a little understanding of the development history of TCL brand know that TCL can achieve the leading position in the industry in the field of television and mobile phones almost 20 years ago. The key factor is the innovation of the business model. Therefore, TCL air conditioners have the genes of marketing innovation in the bones.
This is a typical example of crowdfunding in the traditional channel for the i涟 series. If the i涟 series successfully demonstrates the influence of TCL air conditioners at the user level, it is widely sought after in the traditional channel field, indicating that TCL air conditioners are at the domestic commercial circulation level. Deep roots and strong network capabilities. The traditional game rules of the air-conditioning industry is to promote the circulation of new products through a combined marketing policy. TCL air-conditioning has taken a different approach to crowdfunding on the i涟 series of products, and has embarked on a new business path.
TCL air-conditioning has always been at the forefront of the industry in terms of business model innovation. From the layout of the store that was previously embodied in the “Happiness Treeâ€, to the offline channel platform formed by the branch and sales company model, As for the e-commerce online field, the geometric growth rate has been achieved. Every commercial marketing step of TCL air conditioners has set the main point of industry change. Therefore, it is not accidental that it can achieve 10 million sets of production and sales in the past year.
One thing is certain, TCL air conditioners that already have a million sets of production and sales bases will not be satisfied with the goal of 15 million sets. It is also certain that the global air-conditioning market will only give more space to large-scale enterprises. From the performance of the domestic market this year, it can be seen that the stronger Matthew effect of the strong is deepening, and the resource-intensive cost-leading competition has become a thing of the past. This also highlights the advantages of TCL air conditioning efficiency and product-driven development. The launch of the i涟 series and the implementation of the traditional channel crowdfunding model have a milestone in the process of TCL air conditioners leaping up to 10 million sets of foundations.
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