On Sept 23, TCL's big country documentary "Why TCL? Officially log on to CCTV CCTV-1. After more than 20 years of global efforts, TCL has been recognized by global users. With the development of the documentary perspective, we can see the strength of TCL: the layout of the science and technology industrial chain in the global market, the continuous breakthrough of smart science and technology innovation, and the positive embrace of the global diverse culture and the young market.
In the documentary, Wang Cheng, CEO of TCL Industry and TCL Electronics, asks five times, "Why TCL?" . Behind these achievements, TCL is constantly thinking about how to become a respected global enterprise, a global brand that truly understands users, and a global smart technology company. It is in such introspective questioning that TCL accumulates potential energy and continues to climb upward. Just as the documentary concludes: "Now, when we release one technology product after another and win one international award after another, we know why TCL."
Bucking the trend, TCL's market share jumped to the top two in the world in the second quarter of 2020
In 2019, TCL sold 31.2 million TVS globally, ranking among the top two in the world. In the first half of 2020, due to the impact of COVID-19, the global market shipments declined, but TCL still managed to break through the trend. According to the statistics of Omida, a market research company, in the second quarter of 2020, TCL's global TV sales market share increased from 9.4% in the same period of last year to 12.7%, ranking the top two in the world. Among them, overseas sales revenue accounted for 58.9% of the overall product revenue, ranking the first among 19 countries in the world.
Globalization is an important driving engine for TCL's business development. At the same time, TCL accelerates the implementation of AI×IoT strategy to meet the needs of hundreds of millions of users around the world with product innovation and upgrading. QLED quantum dot display technology and 8K TV help TCL seize high-end market, "understand you" smart home appliances is to break through the whole house connected smart home ecology, become one of the most powerful tools to capture young consumer groups. During the 618 period this year, TCL launched the "live broadcast" mode online and took advantage of entertainment marketing to close the distance between users, while expanding the offline channels to reach the four and six markets. According to the 618 Sales Report, TCL TV ranked first in the sales data of Jingdong, Suning and Gome, ranked first in retail sales and retail shares of offline channels, and in total omni-channel sales. Meanwhile, sales of all categories increased significantly, with a year-on-year growth of 25%.
Benefit the global local market, do the local favorite brand
The results of TCL's globalization strategy go far beyond numerical growth. If you want to "be a respected global enterprise and a global brand that really understands users", you can only really take root in the local market and understand the needs of users. In the Brazilian market, for example, users like to listen to music, and they want their TV set to be good and loud, and they want their neighbors to hear it. So the sound of TCL TVS is a big selling point in Brazil. During Diwali, the Spring Festival in India, TCL timely launched marketing activities, taking into full consideration the consumption habits of local Indian users, and strengthening the brand awareness of TCL among consumers.
TCL has established 28 manufacturing bases around the world to effectively leverage its regional advantages and provide more quality products and services to the global market. Products off the line at TCL's Polish factory in Europe can reach Frankfurt and Paris, and cover the whole of Europe within three days. In each market, TCL works closely with local enterprises and partners. It not only creates a large number of local employment opportunities, benefits the local economic development, but also promotes the local industry. TCL Vietnam Integrated whole Machine Manufacturing Base, which started construction in early 2019, has played a good role in coordinating and promoting TCL's supply chain and industrial chain in Southeast Asian market, providing consumers with more advanced and high-quality products and services, and also driving the upgrading of Vietnam's manufacturing industry to some extent. Thanks to this, TCL can truly build a good brand reputation and build a soft power foundation for TCL's sustainable development in the local market.
Gather talents from all over the world and seize the initiative of scientific and technological innovation
Behind such a global market layout is TCL's insistence on reform and innovation in the field of science and technology. To this end, TCL has established a complete research and development system and integrated technical talents around the world. About 50 kilometers away from TCL's factory in Poland, TCL has set up a European R&D center to work with R&D centers in Wuhan, Hong Kong and the United States on deep learning-based AI related fields, including computer vision, natural language processing and big data analysis. Meanwhile, TCL also carries out industry-university-research cooperation with well-known European universities, such as Warsaw University of Technology and University of Warsaw, to introduce scientific research talents and enhance the transformation of technological achievements.
At the beginning of this year, TCL HHLab was officially launched to launch AI×IoT full-scene intelligent research and development, and provide display-centered whole-house technology products and solutions. The strong R&D strength of HHLab comes from 4 technology centers of TCL worldwide, a big data cloud platform and cloud platform team of more than 200 people, and an AI algorithm team of more than 400 people. Such global technology R&D and deployment has greatly accelerated the implementation of TCL's technology products. At present, TCL has formed four strategic development directions of artificial intelligence, 5G communication, new semiconductor display, intelligent manufacturing and industrial Internet. At the same time, the global output of scientific and technological innovation can better connect with different market demands, which also reflects TCL's strategy of adhering to sustainable innovation to lead enterprises to accelerate their transformation and upgrading development.
Sports and entertainment marketing long-term layout, and the global young people play together
TCL not only integrates global resources in space, but also actively embraces the young market. In the face of global cultural differences, how to find a common language with young people everywhere? TCL's answer: "Where young people and young lifestyles are, TCL's brand is there. "To this end, TCL relies on global sports and entertainment marketing to integrate into local young cultural life.
Last year, as the global partner of FIBA and the main sponsor of Chinese Men's Basketball, TCL fully helped Chinese basketball shine on the international stage as the double "leading role". At the 2019 FIBA Basketball World Cup, "TCL Red" became the theme color. During the game, the award of "All TCL players" inspired many basketball players to stand together with TCL, igniting the enthusiasm of fans around the world. At the beginning of September this year, TCL officially announced the renewal of its contract with FIBA at IFA. In the next four years, TCL will continue to be a global partner. With the help of FIBA, a basketball IP, TCL will inspire global consumers to open more infinite possibilities together with the energy and passion of the court.
Meanwhile, in Europe, South America, Asia and other places, TCL accurately cards local popular sports events. For example, in Brazil, a hot land of samba, TCL signed Rodrigo, a post-00s player from Real Madrid in La Liga, a Brazilian national team, through cooperation with football events and star endorsement, which became the focus of discussion among local young people and helped TCL open up the market. In addition, TCL continues to lay out its plan in the aspects of cultural entertainment and other diversified marketing. As early as 2013, TCL began to name Hollywood China Grand Theater, implant and cooperate with selected Hollywood blockbusters, and connect the global audience's emotions through familiar film and television works and stars, making TCL a familiar and favorite brand among consumers.
"No matter when we do, we still keep asking ourselves, why TCL? This is TCL's self-motivation, but also a metaphor for TCL's continuous upward climb. After more than 20 years of globalization, TCL has completed a comprehensive market, talent and marketing layout. "Why TCL?" In the face of the uncertain future, only by constantly breaking through the current achievements, breaking the growth boundary to complete self-transformation, is the necessary answer for the great power brand to win the current achievements, and also the necessary answer for the great power brand to continue to develop rapidly on the world stage.
