As a home appliance manufacturer from Guangdong, TCL, which had been temporarily smashed in globalization, has become more and more brave in recent years and has been accelerating the pace of internationalization.
On April 25th, according to TCL's first-quarter North American color TV market sales data, in the North American market, TCL ranked in the top two for six consecutive weeks, including three weeks of sales surpassing Samsung, ranking first in the North American market for the first time.
Wang Cheng, CEO of TCL Industrial Holdings (Guangdong) Co., Ltd., told the Beijing Business Daily: “This is a good proof of Chinese brands, which proves that through years of technical accumulation and efficiency improvement, including our With insights into market changes, Chinese brands can already surpass giants like Samsung. At present, Huawei's mobile phone business has surpassed Apple. TCL has surpassed Samsung. Since the United States, everyone has seen such a signal and we must keep it. Since the second half of last year, we have seen a very close gap with Samsung. Reappearing TCL may be a big probability after surpassing Samsung in a single month. ”
TCL North American general manager Mao Chuwen once analyzed the entire gameplay of TCL in North America: interviewing the market through low-priced products; obtaining market access certificates through acquisition of well-known brands; expanding offline channels through online sales curves; Implanted with American culture to increase brand awareness.
As early as 2004, TCL began to lay out the North American market. After acquiring Thomson in 2004, it established a North American branch to operate the RCA brand. In 2010, it operated its own brand TCL, and then the manager started the stage and steadily developed. In early 2015, TCL Group Developed a two-wheel drive development strategy of “double +” transformation and globalization, and ushered in a new breakthrough.
Mao Chuwen introduced that in the North American market, although consumers are rational, they do not exclude high technology, especially in terms of image quality. TCL has been deeply cultivating in product innovation, and has launched high-tech products such as quantum dot TV and AI. It has been well received in major media reviews. TCL products and brands are gradually accepted and loved by American consumers.
Mao Chuwen pointed out that consumers in North America are very brand-conscious. They need to have enough trust in a brand, and the achievement of brand trust requires long-term accumulation. TCL has found an effective tool to accelerate this accumulation process —— multi-marketing for US consumers.
TCL pays attention to brand marketing combined with local culture and enhances the brand's “existence” in the hearts of consumers. In 2013, TCL became the first Chinese company in the history of the Chinese Theater in Hollywood, allowing North American consumers to recognize and perceive the brand image from China, and gradually export Chinese culture, becoming a mainstream position to demonstrate cultural self-confidence.
At present, in addition to TCL, other domestic manufacturers are also in the North American market, and some companies have already deployed and sold, including Hisense, Skyworth, etc., but sales in the US market are not so optimistic.
Mao Chuwen admits that when TCL first entered the United States, he did not think that he would surpass these competitors so quickly. For the competition and challenges that more Chinese brands will enter the United States in the future, she is very confident about the leading position of TCL. She said that in the future, she hopes that Chinese brands will come to the United States not to compare prices, but rather than products, so that North American consumption They have a new understanding of Chinese brands, changing their thinking about Chinese products and trusting Chinese brands.