The most difficult 618 in history, TCL won the first place in both jd.com and tmall.com shares in the TV industry

With 2022 year 618 This mid year promotion has come to an end , We have ushered in a wave of the day of the report card .

Open the summary results published on the third-party platform , Under the background of pressure on the market this year , The home appliance industry is still shining . On the list of household appliances ,TCL To the top again .

TCL Q10G Sales breakthrough 16000+ platform .

TCL 98T7E Sales breakthrough 4000+ platform .

TCL Q10G and TCL X11 Sell out directly .

5 month 31 The day is coming 6 month 18 During the day ,TCL TV won the industry ranking of sales of jd.com and tmall.com TOP1, Year-on-year growth 100%. among ,75 The sales volume of inches and above increased year-on-year 5 times ,98 The market share of inch TV exceeds 50%,Mini LED TV category has achieved the double crown of e-commerce Omni channel sales and sales , Year on year growth in sales 35 times .

TCL Its air conditioner 、 The refrigerator 、 Many smart home appliances, such as washing machines and smart door locks, have also delivered a beautiful performance answer sheet ： The big screen cat's eye smart door lock has achieved the double champion of sales and sales in all channels of e-commerce 、650 The sales volume of super large capacity refrigerators with a capacity of more than liters increased significantly year-on-year 228%、DD The sales volume of direct drive drum washing machines tripled year-on-year .

end 2022 year 6 month 18 Japan ,TCL The turnover of all categories has exceeded 28.5 One hundred million yuan , Year-on-year growth 50%......

This brilliant 618 The war report , Not only let people see again TCL The strength of the , It also brings some ultimate soul torture ： At a time when the market is sluggish , Why? TCL Can cross the cycle and take off against the trend ？ Behind the achievements of continuous upward growth ,TCL What kind of way to break the game is hidden ？

Industry shocks ,TCL Keep sitting still “ Pin crown ”

To unravel TCL The answer to the puzzle of contrarian growth , First we need to understand a big premise . after 30 Years of rapid development , The domestic home appliance market has entered the stock stage from the incremental stage , In this context , There are more challenges and opportunities in the market .

The challenge lies in , Manufacturers not only need to face the challenge of globalization uncertainty under the Sino US technology competition , At the same time, we should also deal with the domestic economy “ Demand shrinks 、 Supply shock 、 Expected weakening ” Three big problems .

Carefully repeat this year 618 Will find , Although the platform 、 brand 、 Consumers' enthusiasm for participation is still high , However, the overall consumption environment still shows a downward trend , Some people in the industry directly joked that this year 618 yes “ The hardest thing in history ”. On the one hand, under the influence of the epidemic , People's consumption psychology changes accordingly , Strong willingness to stock up 、 Impulsive consumption is different , Now our consumption behavior has become more “ restraint ”. On the other hand, due to the rise of raw materials 、 Production is blocked 、 Logistics suspension and other factors , Many manufacturers supply raw materials 、 There is great uncertainty in factory production and logistics transportation .

The opportunity is , Consumers are becoming more and more personalized 、 Quality demand and more refined service experience , It is accelerating the optimization of household appliances 、 Product upgrading and service awareness of relevant participants .

Past years 618,“ High cost performance ” Products are often the main force in the home appliance market , But this year 618 The situation has changed . In the industry as a whole, there is a stock of mature categories 、 Under the general trend of popularization of new categories , Improving demand has become the main driving force of the market instead of the demand for new installations . In order to meet new changes in consumer demand , Household appliances are also beginning to move towards high-end products 、 Systematization is deepening .

And on the premise that challenges and opportunities coexist , Maybe we can 618 Big promotion is seen as a mirror , Use it to show the real strength of the brand . With TCL For example , from 618 Let's finish with the war report , Whether in the past or this year , On the list of home appliances TCL Always stay ahead . For many years “ Double champion ” Great achievements , It has also established its leading position in the home appliance industry .

To be the top seller ,TCL What did you do right ？

in fact ,TCL Your success is not a day's work . The reason why consumers are willing to choose TCL, In essence, it is because its products can make continuous breakthroughs in quality and experience , And support TCL The way to achieve this , From the strong underlying strength behind the brand .TCL There are two cores in the bottom strength of . First, the strategic focus of the brand , There is no bad market and environment , Only the wrong direction and strategy , Be able to keep up with the market trend , Dealing with complex challenges , Thus turning difficulties into easy ones is an important standard to test whether the long-term strategy is qualified . Second, the family background of the brand , Including scientific and technological innovation 、 Supply chain and other hard power .

Since its establishment ,TCL Along the way, I have experienced 5 A round of major changes , And there are multiple key strategies behind each round of change . By further digging , We can extract TCL The growth logic behind ： Promote strategic evolution through continuous change .

Select the right direction , Tamp down the family property

1981 year TCL found .1992 year ,TCL Successfully developed and produced China's first 28 Inch color TV , Since then, it has a place in the field of color TV .1998 year ,TCL Start the first round of change —— System proposed “ Business change ” The concept of , Achieve a successful transformation from a start-up to a modern enterprise .

The second round of change began with 2002 year —— Put forward “ Globalization ” strategic , Dare to go out , And dare to go out . At the time ,TCL The sales of color TV sets reached the top , With the help of China to join WTO An opportunity to ,TCL Officially started the journey of globalization .

initial stage ,TCL At cost 、 efficiency 、 Quality advantage to obtain orders for processing of foreign brands , Accumulated original capital and industrial capacity . after ,TCL Factories have been established overseas , And set up a branch , Operating in the international market , The products are sold all over the world .

2009 year ,TCL Invest in the construction of its own semiconductor display industry, Huaxing optoelectronics . This is a decision that the amount of investment is far greater than that of international M & A , The establishment of csot not only broke the long-term monopoly of Japan and South Korea in the field of semiconductor panel manufacturing , This rewrites China “ Core less screen ” history , Also let TCL Realize overtaking on curve , Finally, it stands high in the transformation of market pattern .

In recent years ,TCL It also complements the ecosystem in intelligent terminals , Adjust the product structure and strategically rearrange .

First of all AI×IoT strategic . In the home appliance business ,TCL Always keep your head on , But in recent years, with the impact of digital life , Young people hope that home appliances can be smarter 、 more “ understand ” own . And to do that , The home appliance industry must move towards systematization —— A one-stop solution for integrated products , Meet consumers' demand for all household appliances 、 The needs of all home scenarios .

in fact , Over the past few years TCL Spent a lot of money and energy on the research and development of intelligent and connectivity technologies , Just keep diving underwater , To 2019 Formally put forward in AI x IoT After the strategy ,TCL Of 5G 8K Zhiping 、 Whole house AI Only when IOT and other products and technologies finally have a suitable opportunity to be introduced . Now three years later ,TCL Lingxi C12 The whole series AI Home appliances really focus on the essential needs of users , adopt TCL Large screen strength 、 The chip capability of Zhonghuan semiconductor and Honghu AI Ability , It has explored a sustainable development path for the home appliance industry .

The second is Mini LED strategic . As early as 2017 year ,TCL Start layout “ Next generation display technology ”Mini LED Technology research and development , And in 2019 The annual rate is realized first Mini LED Mass production of TV .2020 year ,TCL With the global Mini LED Television surpasses 90% Share of sales , Realize the product 、 technology 、 Three sales leads . at present ,TCL Of QD-Mini LED The technology has covered 12 Technical fields , Have 48 Core technology control points 、470 Item patent , And sit on 9 Big industry leaders , Reached the leading position in the product 、 Leading technology and sales . Besides ,TCL Mini LED The TV product line fully covers different price segments , It can meet the diverse needs of different users .

And Mini LED There is also the super large screen strategy .2019 year ,TCL Put forward “ Super large screen strategy ”, Through continuous R & D and investment, we have solved the supply problem of large screen panels that perplex the domestic supply chain , And take the lead in completing the layout of the super large screen product matrix by virtue of the first mover advantage .

It is worth mentioning that ,2021 year 9 month TCL Also launched a “ Sunrise plan ”—— some time 5 It will invest more than 200 RMB , At the smart terminal 、 Semiconductor display and materials 、 Semiconductor photovoltaic and semiconductor material industry , Build industrial ecology with global partners , Draw a grand imagination space for the future of the smart home appliance industry .

Cultivate internal skill , A strong man is a strong man

Since birth ,TCL Never stopped exploring the future , from TCL The dominance of ACE TV , To the global leader in the field of semiconductor display and new energy photovoltaic , Consolidate terminal advantages and then climb up the industrial chain , Every step is facing difficulties . And no matter how difficult the road ahead is ,TCL Always focus on users , Take strategy as the guide , In constant change and innovation , Use technology products with temperature , Redefinition “ People and home , Home and home appliances ” The relationship between .

Now it seems ,TCL Be able to work for several consecutive years 618 Greatly promote the achievement , And this year 618 Standing at a new height , Perfectly show the accumulation and strength of big country brands . This may be more than a simple 618 victory , More like a triumph of faith ： Dare to be extraordinary , The strong are not born strong , But in the years , Grow into a strong man . this sentence , Apply to TCL, It is also applicable to the increasingly strong Chinese intelligent manufacturing .

just as TCL Big country brand documentary 《 Time 》 What Lidongsheng said ：“ I used to look up to my followers , Become the leader of global technological innovation . This is Germany a hundred years ago 、 Fifty years ago in Japan , The stories that have taken place in China in the past ten years . Everyone has been laughed at , But when you go from weak to strong , The world has seen it .”