TCL is still on the road: among the top three global TV sales

According to reports, TCL announced in Beijing yesterday that this year's color TV sales have exceeded 15 million units, which has surpassed Sony. At this point, TCL ranked among the top three global TV sales for the first time, ranking second only to Samsung and LG. This is also the first time China's color TV companies have entered the world's top three TV sales.

This is a sign that TCL has twice raised its TV sales target this year, which was adjusted from 13.8 million units at the beginning of the year to 15.2 million units. In order to let the color TV business turn losses as soon as possible, Sony has adopted a “slimming” strategy to increase the proportion of outsourcing subcontractors, while at the same time reducing its color TV sales target to 14.5 million units this year.

The ultimate realization relied on "the time of day, geography, and people." The color TV industry has made rapid technological progress in recent years, directly stimulating the demand for market replacement. From 3D, LED backlighting, smart TVs to cloud TVs, new technologies and new concepts emerge. Several large-scale Japanese TV brands have fallen into a huge loss this year. Their share of the global TV market has continued to shrink, leaving some space. This is the "early time."

The so-called "geographical location" is China's implementation of a new round of energy-saving and people-friendly policies in June this year. In many color TV sizes, the subsidy ratio of 32-inch LCD TVs is relatively high; coincidentally, TCL Holdings' Huaxing Optoelectronics 8.5-generation line is full this year. Production, the main product is 32-inch LCD panel, monthly output has exceeded 100,000, providing ample "ammunition." The price of the 32-inch LCD TV is already lower than 1,500 yuan, and it will quickly replace the CRT TV in the rural market.

“Human” means that TCL has emerged from the predicament of international mergers and acquisitions in the early years, and the entire team is highly motivated. In the process of transforming the color TV industry from CRT to flat-panel, TCL is divided by the international mergers and acquisitions and stands next to the status of the boss in the Chinese market. This year, China Star Optoelectronics Co., Ltd. is backed by TSMC's panel, and TCL put forward “Longyear for hegemony and temporary supremacy”.

However, sales volume and market share are just one of the parameters for measuring the status of the industry. Even if it becomes the third place in global color TV sales, TCL will have a long way to go.

The first is that product forces need to be further improved. This involves product research and development, design and production processes. Only by insisting on making quality products can companies sustain their vitality. Low prices can only grab a momentary market share, and it is necessary to consolidate existing shares without the accumulation of product reputation. Although TCL's domestic TV sales may have regained the top spot this year, its TV unit sales price is still lower than Skyworth and Hisense. The unit price of sales directly affects the gross profit margin and net profit. Only sufficient profits can better support R&D. Recently, TCL promoted Yan Xiaolin, president of the Industrial Research Institute, as the group's CTO (Chief Technology Officer). This should be a good sign.

Secondly, brand power needs to be further enhanced. TCL is one of the pioneers in the internationalization of Chinese companies. In 2004, Thomson and Alcatel France were successively acquired. After painful integration, TCL has emerged from the pains of international mergers and acquisitions. Its foundation laid in the international market has also shown results this year, making TCL TV sales growth faster than domestic sales. However, although TCL has surpassed established Japanese companies such as Sony, Panasonic, Sharp, etc. in terms of sales volume, it still takes a long time for the brand accumulation gap to cross. Behind the brand power is innovative products, exquisite craftsmanship, perfect industrial chain and marketing system.

The third is that the global operating capability still needs to be further strengthened. Sales volume rushed into the top three in the world, indicating that TCL already has the volume and conditions that impact the world's brands. However, from the OEM (OEM) to its own brand, overseas localization is the key. Only the establishment of a localized R&D, production, sales, and after-sales system for each overseas market can support the long-term development of an international brand.

From the above perspective, TCL wants to become a truly international brand, still on the road.