At today's CES International Consumer Electronics Show, TCL Group President Bo Lianming said in an interview with Tencent Technology and other media that TCL's 2016 global TV shipments exceeded 20 million units, second only to Samsung and LG.
The growth of TCL in the past year is related to the cost and technical advantages brought by the integration of its industrial chain, such as the panel business of Huaxing Optoelectronics.
It is worth noting that TCL Multimedia's shipments in the North American market are also nearly 2 million units, nearly double the year-on-year growth in 2015, becoming the fastest growing TV brand in the North American market. HIS data shows that TCL ranked in North American color TV as of the end of November. The fourth place in sales. According to the official, in 2016, on the e-commerce platform Amazon, TCL has become the second-largest TV brand after Samsung.
Going to the sea is the main theme of Chinese Internet companies and technology companies in recent years. As a domestic old TV manufacturer TCL, it has also experienced more than ten years of exploration.
In 2004, after TCL acquired Thomson, it established a branch in North America. In 2010, the headquarters of TCL North America moved to California, and the TCL TV brand officially entered the US market.
Mao Chuwen, general manager of TCL Multimedia North America, told Tencent Technology that in 2010, no one in the United States knew that the TCL brand was in its infancy, with an annual sales volume of more than 100,000 units. After groping, the sales volume reached 360,000 in 2014. “At least, the new brand is stronger than a famous bad brand.†Mao Chuwen believes.
In 2014, TCL entered the Wal-Mart store and cooperated with Roku to launch TCL Roku TV. In 2015, TCL expanded cooperation with mainstream offline channels such as Costco and Sam's Club, and launched online channel cooperation with bestbuy to bring sales to TCL TV quickly. Growth, sales reached 1.01 million, and made a profit; in 2016, TCL entered Target, the second largest retail department store group in the United States. Today, TCL Multimedia has entered more than 10,000 stores in the North American market.
Mao Chuwen revealed that from the distribution of 2 million units of sales in North America in 2016, the proportion of online channels is about 20%, and the size of 48 inches or more accounts for about 30%. In November last year, TCL's market share in North America was about 4.3%, and it is expected to grow to 7% next year.
Entering Wal-Mart is crucial for TCL, the former accounting for 30% of TV sales in the US, and Wal-Mart sales also promote its sales and reputation in Amazon, forming an important virtuous circle.
In addition to the establishment of the channel, Mao Chuwen believes that TCL's industrial chain vertically integrates resources, high-efficiency localization team, good product cost performance, and after-sales service are the reasons for the rapid expansion of TCL in North America.
Of course, in terms of brand marketing, TCL has developed a more effective strategy, such as becoming the first Chinese company in the history of the Chinese Grand Theatre on the Hollywood Walk of Fame, carrying out various variety entertainment programs, as well as a number of events and balls. The title of the team is sponsored.
Today, TCL also officially released a high-end sub-brand in the United States - XESS Chuangyi TV's new flagship X2, X3. The two new models are equipped with the latest ultra-thin and borderless technology to achieve an ultra-thin quantum dot TV design with a curved surface of 6.9 mm and a flat surface of 7.9 mm. At the same time, TCL also exhibited two concept products at CES, namely 3.9 mm ultra-thin quantum dot curved TV and the world's first product equipped with LED package quantum dot technology.
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