According to the monitoring data recently released by AVC, TCL TV ranked first in online sales in the 42nd week of 2020, and covered multiple price ranges, with a significant year-on-year growth. In the current market environment, it is rare for TCL TV to maintain growth against the trend.
At present, the domestic TV industry belongs to the stock market, and its growth rate is slowing down. From the 2020 color TV market H1 summary report released by Aoweiyun.com, it can be seen that due to the impact of the epidemic, China’s color TV market lost nearly 30% of its scale in Q1. In the first half of the year, China’s color TV market retail sales fell by 9.1% year-on-year, and competition became more intense.
Image source: AVC (AVC)
In addition to ranking first in online sales for 42 weeks, TCL TV has achieved year-on-year growth in the market share of TV products in different price segments of offline channels across the country from January to September this year. It can still maintain such a performance despite the trend. To a certain extent, it represents the strength of the enterprise. Only enterprises with sufficient strength can achieve growth against the trend in the fierce competition.
Deepen technological innovation and lay out new areas
Despite the fierce competition in the TV market, TCL’s own accumulation of technical strength has played a significant role. In recent years, the television industry has undergone major changes, and televisions have evolved from a pure viewing function to intelligence. This transition puts forward higher requirements on the technological accumulation of TV manufacturers, and the competitive landscape has also undergone tremendous changes. The competition in the TV industry is no longer limited to pure TV.
As the core component of the TV, if you do not master the core technology of the TV panel, the technology and price will be controlled in the upstream industry. TCL has attached great importance to technological innovation for a long time. As early as 2009, it launched the Huaxing Optoelectronics project, formed a senior technical team, built the entire industry chain, and firmly controlled the core panel technology in its own hands. This also enabled TCL to have many TVs. Manufacturers do not have the ability to resist risks, and have more say in price, which can show breakthrough technological advantages in fierce competition.
In addition, TCL is also actively promoting high-end quantum dots, Mini LED, 4K/8K and other new technologies to achieve mass production of high-end TVs to bring users more extreme visual enjoyment, and quickly seize the high ground in the high-end TV field through new technologies. It can also decentralize high-end technology to lower-priced models to enhance overall competitiveness.
The data released by Aoweiyun.com above also reflects the advantages of TCL products in different price ranges, covering the more mainstream price ranges, and this advantage is to a large extent given by deep technology accumulation.
In addition, TCL is also actively advancing the AI×IoT strategic layout, creating a more attractive smart ecological center with smart TV as the core, covering a wider range of home application scenarios, and enhancing user stickiness.
It can be seen that TCL’s investment and accumulation in technology over the years have allowed TCL to enjoy the dividends of technological innovation. Even in the current fiercely competitive TV industry, TCL TV can still rise against the trend by virtue of its own strength and perform well in the TV market.
In addition to the domestic TV industry, TCL is also advancing its globalization strategy. As of the end of 2019, TCL’s business covers more than 160 countries and regions around the world. In the first half of 2020, TCL TV achieved the number one global sales volume among all Chinese brands in the first half of the year. In the second quarter, it increased by 31.6% against the trend, making it the industry’s first growth rate.
Only with deep accumulation of technology and product strength can we continue to maintain a clear advantage in the fierce competition. The Double Eleven War is coming soon, and I look forward to TCL showing us a better answer sheet.