TCL White Goods

New product portfolio for leading Chinese consumer electronics company

Client //

TCL Group

Industry //


Project Date //

2013 / 2014

Creating change in China’s white goods market

We accompanied TCL’s first steps into the highly competitive household appliances market in China with the innovative White Goods Series. The new product portfolio convinces not only with its award-winning design, but also provides innovative features that guarantee hygiene and also save both energy and water consumption.
We consulted the consumer electronics company throughout the entire design process, providing user insights, defining the brand and portfolio strategy, managing the usability and the user interface design, the industrial design, the CMFP design and even the manufacturing support.

The blue button

Within just one month of the launch to market of this China-specific solution, TCL’s “Big-Eye Crystal” washing machine has already become one of the top three best-selling devices on – China’s largest online shopping platform. We addressed the very core of the target group’s needs: Chinese users showed major concerns about the hygiene and cleanliness of washing machines in general and expressed their distrust in existing
technologies. We turned this finding into a highly efficient and convenient function for the TCLmachines: The blue button is a one-click sanitation feature which starts a quick cleaning program for the inner drum. An intense, high-temperature flush of water efficiently removes all dirt and bacteria within just a few minutes and prepares the machine for a hygienic laundry process.