TCL TV won the 2017 national 100-million store best-selling brand in-depth mining segmentation consumer market

On October 18, the "New Retail, New Business, New Breakthrough - 2017 China Household Appliances Circulation Annual Meeting" sponsored by the China Household Electrical Appliance Business Association was held in Nanjing. Many well-known home appliance brand enterprises, TOP channel distributors, industry experts, famous scholars, and news media are facing new dynamics released by the three or four levels of consumer markets. They discuss the new market from the perspectives of new market demands and consumption patterns, and discuss the industry in dialogue. Develop the future.

As a leading company in the domestic color TV industry, TCL positioned and started from a brand-new perspective of consumers, and created three new series of X/C/P products, which greatly satisfy the diverse needs of consumers at different levels. At the forum's annual meeting, TCL won the honor of “2017 National 100 City Store Best-selling Brand” by virtue of its high quality and excellent reputation.

Hu Xuejun, general manager of the TCL Multimedia offline business center, mentioned at the meeting that every company has pain points. The pain point of TCL lies in consumers. The needs of consumers can be roughly divided into three levels. They are "I need it, I want it, I can't do it." From this perspective, many independent brands including TCL have already passed the stage of satisfying consumers' "I need" to reach the "I want" process. Of course, to break through the "I want to" into the "I can not do without" demand, TCL has been working hard, including the creation of innovative products and enhance brand influence.

As mentioned above, with the upgrade of consumption, TCL has always adhered to the user experience as the core, and has consistently introduced high-quality, intelligent and innovative products to meet the rising international brand reputation to ensure the market's leading position. Since its release, X/C/P's three major series have already had precise product positioning and a complete product concept. In the market, they can independently cover consumer groups with different needs.

X6 XESS Private Theater is the current industry benchmark product, featuring Quantum Dot Display Technology, Dolby Panorama, Dolby Vision HDR, Harman Caton 7.1.4 Audio, and "New International Design Style" in line with the trend of high-end home design. ”, deeply loved by high-end people such as business elites and era leaders. C5 Urban Blues TV is an independent and unique design concept. It is equipped with Harman Kardon audio and high color gamut of primary colors to provide the ultimate audio and visual enjoyment. It has become a new choice for urban white-collar workers to live in their home. The P6 ultra-thin TV has become a source of quality of life for young consumers after 80s, covering the post-70s and 90s, with its high value, craftsmanship, and trending technology.

At the same time, TCL has not fallen into the problem of homogenization under the premise of keeping up with the development trend of the industry. Through accurate insight and analysis of the real needs of consumers, TCL digs deeper into the sub-sectors of the color TV industry. For example, the aforementioned C5 is such a subdivided product for urban white-collar workers. Once released, it is on the market. Ushered in a very high degree of heat. Hu Xuejun said in the dialogue that TCL's method of enhancing user's viscosity is to deeply subdivide the market, and tapping market segments will actually have a great market. The success of C5 has given us great enlightenment and confidence.

Hu Xuejun also said: "The other aspect of TCL's enhanced user's viscosity is to improve the company's three basic skills, namely brand power, product power, and channel power. Naturally, product power and brand power need not be mentioned, and channel power is in the new retail. Forms will become more important."

TCL has conducted in-depth cooperation with many domestic channels to improve the online and offline multi-channel shopping experience. Taking offline channels as an example, TCL has continuously strengthened its cooperation with regional chains in the 3rd and 4th markets in recent years. At the same time, TCL has carried out a brand new transformation and upgrading of brand direct sales or agents, allowing consumers to personally come into contact with TCL's new high-quality products, giving consumers a more immersive shopping experience. It not only greatly promoted the quality upgrade of color TV products, but also accorded with the general trend of consumption upgrade and new retail development.

In the future, TCL will further consolidate and improve the advantages of vertically integrated whole industry chain integration, develop and build more high-quality products with independent innovation technologies. In addition, TCL will continue to explore new directions and new models for retail sales. Under the changing trend of the diversified pattern of the new retail, it has worked with many colleagues to advance and advance the industry to a new development path.

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