TCL will be the first to launch a global new product launch event at the IFA in Germany, and will make a voice for “China’s intellectual creation”

At present, the highly anticipated 2017 IFA German Consumer Electronics and Consumer Electronics Show entered the countdown phase. It is reported that TCL, which represents the image of China's “Great Power Brand”, has more than 1,800 square meters of exhibition booths this year. It will bring the full range of innovative product camps to the IFA. TCL Group's revenue has exceeded 100 billion for three consecutive years. The products are exported to more than 180 countries and regions in the world, and nearly half of the revenues come from overseas. It has become a veritable international enterprise. In the first half of 2017, TCL delivered a bright performance report again, and revenue continued to grow, making it the only company in China to achieve profitable growth.

This time on the international platform of IFA Exhibition, TCL will again bring innovative products and smart technology. What's new in its international deployment is very exciting.

Winning mature European and American markets, TCL’s “going out” results

According to statistics, in the first half of 2017, TCL's mid-year report showed a positive trend with revenue of RMB 52.2 billion, operating income increased by 7.9%, and net profit of RMB 1.66 billion, an increase of 110.8%. In the case of general declines in performance and losses in China's home appliance companies, TCL can achieve profitable growth, thanks in large part to its rapid growth in overseas markets.

At present, the domestic color TV market is turning to the stock market, while the overseas market still has huge room for improvement. In Europe, TCL established Multimedia Europe, headquartered in Boulogne-Billancourt, France, and has its own factory in Poland. After more than ten years of intensive cultivation, TCL TV has been sold in more than 20 countries in Europe. Its market share ranks third in France, and it has also grown steadily in Germany, Italy, and Poland. In the North American market, TCL has been rated by the US media as the fastest-growing TV brand in the United States for three consecutive years, with sales increasing from 140,000 in 2013 to nearly 2 million in 2016. In the first half of 2017, benefiting from the addition of new products, brand promotion and channel expansion, TCL’s North American market achieved strong growth with sales growth of 215.9%. According to NPD data, US sales of TCL TV ranked fifth in the first half of 2017.

In terms of mobile phone business, TCL has taken an all-round approach to international development since it acquired Alcatel in 2004. TCL Communication has established a close partnership with the world's leading operators Vodafone, Orange, T-Mobile, and Telefonica in the European market. In early 2015, TCL Communication established a dedicated 5G laboratory in France and actively cooperated with global partners such as chip manufacturer SEQUANS Communication, radio equipment manufacturer Syrtem and other top global R&D institutions. Meanwhile, TCL Communication Joined the OpenAirinterface Software Alliance (OSA) founded by Eurecom in Europe and became one of OSA's strategic partners. In the fourth quarter of 2016, TCL communications shipments ranked fourth in the European market. Ranked first in Greece, ranked third in the UK, fourth in Russia, and fifth in France. In 2016, global sales of TCL mobile phones reached 68.766 million units, ranking eighth.

Prior to this, TCL had formulated the international re-departure road map of “Three Forces Linkage, Brand Leadership, and Roots in Key Markets”. “Three Armies” refers to TCL Multimedia, TCL Communication, and TCL Appliances. At present, this strategy has also begun to take effect. In addition to TCL TVs and mobile phones, TCL air-conditioners have also grown rapidly in the international market. The current sales of air-conditioners in the European market are about 712,000 units, ranking fifth in China's exports and accounting for 8.4% of market share. According to Russia’s latest customs data, TCL’s Russian exports ranked second among all Chinese manufacturers in 2016-2017.

Factories, Channels, Promotions, Delivery, TCL Europe and America

The great achievements of TCL in the European and American markets have come from continuous deep cultivation over the years. As one of the earliest Chinese companies to enter the overseas market, TCL is able to occupy Europe and the United States. In addition to its own products, TCL is well-known for its strength in plant construction, channel development and brand promotion.

TCL currently has a Mexican plant in North America and a Polish plant in Europe. Among them, the Polish factory is currently China's largest industrial manufacturing project in Poland and the largest factory in Larrdorf, Poland, which can produce 4.5 million TVs per year. Relying on China and Europe, TCL’s domestic electronic accessories can reach the Polish factory in more than 10 days. Centered on Polish factories, TCL finished products can reach all European countries within 4 days.

In terms of channels, TCL TVs have been distributed in North American mainstream channels such as Target, Costco, Amazon, Sam's Club, Best Buy, and Walmart. Products have settled in more than 10,000 stores. At Amazon, TCL has become the top five best-selling TV brand. TCL Communications benefits from the close relationship with mainstream channel distributors and operators, the accumulation of important patents, as well as localized operation teams and talents.

TCL has achieved deep intimacy with North American culture and consumer interaction through its partnership with Hollywood China Grand Theatre and the most famous talk show in the United States, ELLEN SHOW.

As a Chinese brand, how to make local consumers identify and pay for, brand promotion is also very important. TCL's global brand strategy built with entertainment marketing and sports marketing has played an important role through strong promotion and accumulated for many years. The TCL brand has gone abroad and fully respected the local culture. It is good at embedding the brand into the local mainstream awareness culture, realizing the interaction with consumers and allowing them to hear the voice of Chinese companies.

For example, in the United States, TCL became the first Chinese company in the history of the Hollywood Chinese Theatre, which demonstrated its uncommon corporate internationalization and strength. In addition, TCL has collaborated with Hollywood commercials Avengers, Iron Man 3, X-Men, Mission Impossible 5, Speed ​​and Passion 8, and Ellen, a well-known TV entertainment program in the United States. Show's holding hands has achieved a place for American cultural landmarks and mainstream culture.

In sports, TCL also has marketing campaigns on football and basketball that American consumers are keen on, such as becoming a partner and sponsor of the NBA team Minnesota Timberwolves. In Europe, TCL Communication’s Alcatel brand has sponsored the Tour de France for many years. In addition, TCL has sponsored the European Football Club for many years. On the eve of this year's IFA, TCL new advertisements in various European cities such as Berlin, Paris, Frankfurt, Poland, etc. have greatly enhanced the awareness and favorability of European consumers on the TCL brand.

TCL global new product release IFA lineup is looking forward to

As a pioneer in the internationalization of Chinese companies, TCL’s international performance has been impressive. Not only has TCL rapidly developed in Southeast Asia and emerging markets such as Brazil and Egypt, it has also won its place in the most mature European and American markets. This has made Chinese companies international The stage provided a good reference, but also added strength to the rise of intelligent manufacturing in China and gained recognition and respect in the world. At the 2016 IFA Berlin International Consumer Electronics Show, TCL won five awards. Among them, quantum dot curved TV products have won one of the IFA's most impressive prizes, and the German IFA in the "IFA Product Innovation Awards". The Quantum Dot Technology Gold Award shows extraordinary product and brand strength.

On the eve of the 2017 IFA exhibition, TCL will hold a global new product launch conference in Berlin. This will be the first time that TCL will launch global new product releases overseas and fully expresses its emphasis on the European market. It is understood that the world's first new products will be unveiled at the IFA exhibition. This will also allow the industry and consumers to look forward to TCL's upcoming new products.

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