The development of China's refrigerator washing machine market has begun to show a new development: on the one hand, the domestic brand pattern has been rotated, local brands have begun to be recognized by domestic consumers and intensified market competition; on the other hand, the rapid increase in China's consumption level has promoted The drastic changes in consumer demand have also forced the Chinese ice-washing market to embark on a new development journey. Situation: horizontal development, buy new upgrades According to the analysis of the 2018 Q1 ice wash market released by Zhongyikang, the overall average price of the offline refrigerator market was 4,106 yuan in the first quarter of this year, up 524 yuan from 3,582 yuan in the same period of last year, an increase of 14.63% year-on-year. market. Among them, the average price of refrigerators has increased compared with the same period of last year. The performance of two-door and multi-door categories has been obvious, up by 181 yuan and 548 yuan respectively over the same period of last year, with an increase of 10.5% and 9.4% respectively. In addition, the average price of washing machines is also year-on-year. It rose by 7.1%. More importantly, in the first quarter of 2018, the entire ice-washing market showed a similar increase in volume, but in comparison with ice washing, the performance in terms of retail volume was generally increased by 2.2% and 7.4% respectively. In terms of ice washing, they all achieved rapid growth, with an increase of 14.7% and 15.0% respectively. Obviously, this is the result of rising market average prices. When the market demand is difficult to obtain sufficient incremental space, the upward movement of the product structure has become a consistent choice for ice-washing enterprises, and their demands for structured upgrading and efficiency driving are getting higher and higher. Behind this, it also reflects the continued approach of the two major market conditions. First of all, the price of ice-washing raw materials is rising, and the cost pressure of enterprises is increasing. In order to survive, they have to promote the structural upgrading of ice-washed products, towards quality and high-end, which is a passive role; secondly, the active role of consumption trends, with The consumer's living standards and the pursuit of higher quality continue to increase, and the price has become a secondary factor in their purchase of goods. The market is no longer a "price-only theory", and the product value is pushed to the high ground. As a result, the refrigerator washing machine market has gradually entered a horizontal development period. People's demand for quality life is transformed into a substantial consumption power, which is reflected in the domestic ice-washing market. Demands are transformed from buying new to upgrading. Enterprises are launching high-end products to cope with demand shifts, thus making the average price increase obvious. Under this new development of the game, the ice-washing enterprises are more important in the market competition. The growth of the dark horse TCL ice wash has already seized the opportunity in this field competition. Strategy 1: High-end attack, health wins In the consumer demand for upgrading, health is already the top priority, and the healthy lifestyle brought by home appliances is being sought after by consumers. The refrigerator washing machine is closely related to the health of family food and washing, and the health of the product has become the vane of the development of the two major markets. TCL refrigerator washing machine grasps the health focus in advance, concentrates on the "smart preservation" of the refrigerator and the "free-washing" of the washing machine, and attacks at the right time. Focusing on the intelligent preservation of household refrigerators, TCL refrigerator integrated frequency conversion technology with intelligent air-cooling and frost-free technology, achieving 2 minutes of rapid cooling 1 °C, can quickly lock the original flavor of the ingredients, allowing users to enjoy the fresh and delicious after the ingredients are cold; Full-space permanent AAT negative oxygen ion fresh-keeping technology, providing 360-degree maintenance for food, allowing fruits and vegetables to lock water more than 90% for 7 days; using a full-scale AAT wisdom sterilization system, removing 91.17% of the large intestine through AAT+ smart wind Bacillus; external use of mildew-grade 1 antibacterial door seal, antibacterial rate of E. coli, Staphylococcus aureus can reach 99%; refrigerator handle with anti-mildew 1 silver ion antibacterial handle, collar "fresh" strength can not be underestimated! Another healthy laundry around the washing machine, TCL washing machine broke through technical barriers for three years, the first new type of pollution-free washing machine, from the pollution-free washing machine to the sewage-free water-sealed drum washing machine, the sewage-free barrel washing machine, and then Comprehensively upgrade the brand strategy of "free pollution +" products, always adhere to the continuous innovation of product technology, completely solve the problem of secondary pollution of laundry, create a healthy "free of pollution" for users, become the founder of free pollution system solutions, pollution-free standards The makers and the first featured product certification winners of the China National Light Industry Council. The newly launched TCL pollution-free washing and drying integrated drum washing machine has 100% free stain, and the first low-temperature quick-drying condensing type washing and drying machine, which realizes 40-minute high-speed washing and drying, 50-degree low-temperature drying and care, and more T- DI intelligent and precise automatic delivery system, one-time addition to meet the needs of users for one-month washing. TCL pollution-free washing machine can be said to be the strength of the dirt! In 2016, the “Healthy China 2030 Planning Outline†was released, the national healthy lifestyle action was raised to the national strategy, and the big health industry became the new engine of the Chinese economy. By 2021, the market size of China's big health industry will be close to 13 trillion, huge. The health industry will usher in a fast-growing opportunity for the refrigerator washing machine market. TCL ice washes the vision and focuses on the health of users. With high-end products, it constantly provokes consumers to upgrade their nerves. This is the product strategy of TCL ice wash quickly. Strategy 2: Marketing assistance, continuous exposure "Good horses with good saddles", good products also need high-quality marketing promotion to assist. The Chinese refrigerator washing machine market is actually not optimistic compared to household air conditioners. Last year, the sales volume of the washing machine market increased slightly by 1.4%, and the sales volume of the refrigerator market increased slightly by 0.6%. Both of the sales volume, sales volume and year-on-year growth rate were smaller than that of household air conditioners. In 2018, the ice wash data given by data agencies is more cautious, and the incremental space is still not obvious. Avi Cloud (AVC) predicts that the size of the washing machine and refrigerator market will increase by 1.1% and 0.6% respectively in 2018. The ice washing industry has been difficult to survive and develop in the past few years. The demand is in a state of lag. The soaring prices of raw materials represented by black and white materials have brought heavy burdens to business operations. However, leading enterprises have always had competitive advantages in the short term. Industry concentration will remain at a high level. Therefore, in the context of the downturn, brands with potentials want to catch up with the front line, not only to make a big fuss in high-end products, but also to stand out in brand marketing promotion. TCL ice wash brand marketing is a model, sports + entertainment mode is exposed in the industry! Signed football star Neymar, in the past Russia World Cup TCL ice wash shine, and with the TCL global brand ambassador Neymar's IP resources and international image, further to the world, writing the responsibility and responsibility of big country brands, establish the industry Leading international image. On June 28th, TCL Ice Wash teamed up with FIBA ​​International Basketball Association to start a new journey. TCL officially became the global partner of the 2019FIBA Basketball World Cup, the main sponsor of the 2018 FIBA ​​Basketball World Cup Asian Qualifier and the 2018 FIBA ​​Women's World Cup partner. This is another action after the TCL sponsored the Chinese men's basketball national team and signed a series of sports marketing actions such as Neymar. Helping Happy Twist's annual drama masterpiece "Shakespeare Don't Be Angry", sponsoring the weekly food/lifestyle talk show "Yellow Kitchen's Spring, Summer, Autumn and Winter", TCL CCTV documentary "Daguo Brand·Travel" broadcast... TCL Ice Wash Entertainment + Sports marketing tools, constantly tempering TCL brand tonality! In addition, in the node promotion activities, TCL ice wash is naturally not unconventional. Not long ago, it launched an in-depth cooperation with JD.com to bring the "719TCL Jingdong Super Brand Day" concession to the consumers. After the 618 shopping spree, it will once again bring a feast for consumers to buy. The discount includes: 1000 per 100 minus, 7.19 yuan limited spike, home appliances 12/6 interest-free, in addition to Jingdong distinguished PIUS members, also provide them with a coupon of 2000 yuan minus 100 yuan. Sports, entertainment, and promotion activities, TCL ice wash does not fall, more insist on refined marketing, research consumer demand and consumer behavior, through the transformation and upgrade of marketing methods to enlarge the exposure of the brand growth process, thereby enhancing Its own brand of hematopoietic capacity, this is the promotion strategy of TCL ice wash. Strategy 3: Directional control, leading the overall situation Any specific action of a home appliance company must have a clear target strategy, which is better than the nuances and the overall layout. Since its birth, TCL refrigerator washing machine has adhered to the brand concept of "pragmatic innovation", focusing on user needs, and implementing product technology update iterations step by step. Up to now, TCL Ice Wash has a clearer direction of development, and is leading the industry chess game with a higher pattern and vision. Since April 2013, TCL Group has invested 7 billion yuan to build a high-end ice-washing industrial base in Hefei, Anhui Province. After focusing on the development of "smart, efficient, energy-saving and healthy" refrigerators and washing machine products, TCL's high-end ice washing business has rapidly emerged. By building a Hefei base, the TCL ice-washing industry began to transform and upgrade in the mid-to-high-end strategic direction. In just four years, the competitiveness of the overall industry was rapidly improved. In 2018, the TCL ice-washing brand and products were upgraded again and again. To have, from low to high, the Jedi has changed! First of all, TCL washing machine will fully upgrade the "free pollution" to the "free pollution +" strategy: in 2018, the offline channel business in China will take the lead in achieving the whole product line to avoid pollution, and stop the research and development investment of non-free sewage washing products within this year. By 2020, the production of non-soil-free washing machines will be stopped, and more users will be provided with the health care provided by the pollution-free washing machine to create 100% free and dirty health care. Secondly, TCL refrigerators also fully upgrade the smart health "air-cooled +" product brand strategy: 2018 TCL refrigerator's unique AAT smart sterilization system will be fully popularized in more than 250L new products, all new products 100% equipped with antibacterial door seals and antibacterial Handle; by 2020, TCL refrigerators strive to achieve 70% sales of healthy refrigerators. TCL refrigerator washing machine has drawn a clear development path - wisdom, health, which is also one of the trend of high growth in the ice washing industry in the next few years. "Quality" is the key point emphasized by TCL's ice-washing future growth. Zhang Li, general manager of TCL White Appliances' China Marketing Center, said that industry pressure is fair for every home appliance company, while TCL is ice-washed. The two key words for achieving quality growth in pressure are product breakthrough and refined marketing. This is the specific operation of TCL Ice Wash in the practice of the overall strategy. Accurate control of the ice wash industry is its third winning strategy. Throughout the year of 2018, the TCL refrigerator washing machine intends to achieve quality growth by exploring opportunities and seizing opportunities. In 2018, the sales target exceeded 4.5 million units! According to industry online disclosure data, TCL washing machines from January to April 2018 Sales increased by 9.2% year-on-year, and increased by 24.2% year-on-year in April; TCL refrigerators increased by 9.1% year-on-year in January-April and 25.9% year-on-year in April, and the target is likely to be reached ahead of schedule. China's ice-washing industry has entered a new development of horizontal development. TCL refrigerator washing machines are rushing forward in the front of other enterprises. With high-end health products, refined marketing methods and the overall development posture of the industry, a new chapter in the ice-washing brand pattern is being written. ! Automatic Traffic Door Wiring Harness
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