In summer, TCL sent a delegation of more than one dozen top managers to Russia for the first time. The media coverage of their trip was entrusted to a team of foreign journalists and the Russian publisher Finestreet.
This summer, TCL, the world's third TV manufacturer, sent a very representative delegation consisting of more than a dozen top managers to Russia for the first time. The media coverage of their trip was entrusted to an equally impressive team of foreign journalists and the Russian publisher Finestreet. MERLION signed an exclusive contract with the vendor and became the official distributor of TCL in Russia in 2014.
The increased interest in Russia, which is a fairly new strategic market for the Chinese TV manufacturer, was caused by the FIFA World Cup. TCL decided to make the most of the event, as the company understood that viewers usually come together to watch popular sports on a big screen, making TVs one of the most suitable devices for broadcasting football matches.
On the eve of the FIFA World Cup, TCL signed an advertising contract with Neymar who is one of the highest-profile football players of our time. This Brazilian striker became the trademark spokesperson and demonstrated the original gesture invented by marketers for the posters: his hands were joined together in the form of T, the first letter in the name of the TCL brand.
Highly emotional Chinese spectators mimicked Neymar with great pleasure, not only in football stadiums, where journalists and TCL representatives watched the matches of the championship, but also at the airport, as well as in the Eldorado store, where the meeting of representatives of the vendor and the Chinese media with the Russian distributor was held.
Eldorado hosted special branded sites with the widest selection of TCL products ranging from the most popular 40 to 50 inch models to the 65-inch Ultra HD flagships created in accordance with the Quantum Dot technology. The latest model, along with the OLED ones, has become one of the most high-tech in terms of high-definition image formation.
Due to the fact that its portfolio includes premium models manufactured with the use of modern designs and components from leading manufacturers, in particular Harman Kardon speakers, TCL is gradually changing the attitude of Russian consumers towards Chinese TV sets. When you look at premium TCL models, you understand that modern Chinese manufacturers are quite capable of offering advanced household appliances with an original design.
Such conclusions are also confirmed by sales figures. According to MERLION, the top models of TCL TV sets occupy the same share in the total sales as the products of the most popular A-brands. At the same time, 40 to 50 inch entry models still remain the most popular. However, the growth in premium product lines is more significant than in the entry level ones.
In Q2 2018, global sales of TCL TV sets amounted to about 6.79 million, which is 38.7 % more than in the previous year. Sales of Smart TV and 4K models from TCL sharply increased year-on-year - by 56.5 % and 73.5 % - reaching 4.74 and 1.95 million units respectively.
In total, TCL sold 13.17 million TV sets in H1 2018 and thus increased its sales by 37.2 % year-on-year. Sales of Smart TVs increased by 53.3 % and amounted to 9.38 million units, and sales growth of 4K devices was 69.4 % - 3.77 million units were sold. In 2017, TCL sold 23.77 million TV sets and achieved a growth of 15.9 % compared to 2016.
More and more TCL TV sets are being sold outside China. In the first half of 2018, about 8.28 million TCL TV sets were sold outside China, which is 44.4 % more than in January-June 2017. In China, sales increased by 26.4 % to 4.88 million units.
Taking into account the general market situation, sales figures in Russia are slightly different, while TCL managed to double the average market growth rate in 2018. According to MERLION, TCL sales in the first half of 2018 showed a significant increase of approximately 30 %, while average market growth was about 15 %.
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