Justin Zhong Head of Marketing TCL India

TCL focuses content-oriented communication; enjoys market share4.4% & aims to position as Top 3 brand

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TCL Electronics is a fast-growing consumer electronics company and a leading player in the global TV industryspecializes in the research, development, and manufacturing of consumer electronics products ranging from TVs, audio, and smart home appliances.

During a riveting conversation, conversation with Mr Justin Zhong Head of Marketing, TCL India & Mobility  Magazine, explains the strategiesto win, improve consumer experience, operate efficiently, and thrive on agility and sustainability.

  1. Tell us about the Google TVs launch.

TCL Google TVs is bound to combine TCL’s industry-leading display technologies, such as Mini LED, 8K and QLED, with Google’s new entertainment experience, to help users discover and access the content they love in stunning definition on the latest TCL screens more easily than ever before.

TCL Google TVs brings together movies, shows, live TV and more from across apps and subscriptions and organizes them for each user. It offers personalized recommendations so TCL users can discover new things to watch. Users can even ask Google to find movies and shows, answer questions, and control smart home devices with their voice on TCL’s big screens.

The 2021 C Series Lineup – Mini LED & QLED range has beenlaunched late June last month. First-of-its-kind technologies the series will encompass: Mini LED QLED, Game Master, Magic Camera, IMAX Enhanced, and coming Google TV as per current plan starting from Q3 one can expect it.

  1. What are the push factors for growth during a pandemic? What are the marketing strategies adopted for combat?

During this lockdown, people are still working from home and the consumption of TV content has increased, as it allows one to even have an avenue to bond with their families.

Taking cue from the current scenario, our product marketing strategies focuses on the aspect of high technology that makes your life smart and Easy. Our TVS now coming up with video call camera which enable people to stay connected with each other on the bigger screen. Game Center allows family members to play games via air console on mobile phones, no additional gamepad required; additionally,one can set reminder for editing notes and for family members.

In terms of Communication the brand focusses on content-oriented communication, TCL Channel 3.0 with brand new UI, more CPs and content categorizations. While when it comes to utilizing E-com platform: update and improve listings and carry out multiple rounds of product promotion is the ongoing plan. Also, we are focusing on Offline Promotions as slowly unlock phase has taken momentum: combo sales for QLED and Soundbar. 


3. How far is the Indian market different from the others internationally? Explain in detail about demographical, buying experience aspects, etc.

India is a diverse country, with very state has its own policies and plans it definitely requires a brand to work on both micro and macro level. Also, in the current situation although as a global brand we do have crisis plan and inventories in place but the lockdown and the changes in economical growth has certainly made us rethink on many existing thought processes.


4. How have you formulated the strategy for your channel partners?

Channel partners are of prime importance and the backbone of the company. Adopting a channel sales model has significant benefits. The company can enjoy built-in trust, increased efficiency, rapid testing and experimentation, and increased customer success. 

At TCL we have kept all these aspects in mind and we have started off in online, then move to offline

5. What are the technological evolutions that are likely to rule the Indian market?

TCL has initiated the “Double+” strategic transformation that brought together two concepts “Smart + Internet” and “Products + Services”, and restructured its overall business into 11 business divisions: 7 divisions for products, 3 divisions for services and one division for venture capital and investment.

Moreover, the brand has also come up with AI-enabled devices, even AI Robots, penetrate into people’s life and make life more intelligent and easier.TCL delivers meaningful experiences through thoughtful design and the latest technology, helping you enjoy more of the things you love. As one of the world’s largest consumer electronics brands, our extensive manufacturing expertise, a vertically integrated supply chain, and state-of-the-art panel factory, helps TCL deliver innovation for all.

TCL  has launched its AR/VR: Hololens, AR/VR wearables,a wearable display prototype that’s been in the works for years and is now close to reaching market. Simply enough, the company is calling it the TCL Wearable Display, and it’s a pair of glasses with two 1080p mini-OLED screens on the inside. This isn’t a virtual reality headset — rather it’s a new take on the concept of a wearable, personal display that gives the viewer the effect of looking at a very large screen. Moreover, we have seamless Pan Smart deviceinterconnection – Mobile phone touch to connect laptop, TV, refrigerators screen. 


6. Discuss the growth strategy -the segments you are likely to venture into, your market share of the company, and where you propose to reach in a few years

Technological Infusions, customer satisfaction and innovative eye are the key to our growth. TCL is a fast-growing consumer electronics company and a leading player in the global TV industry. Founded in 1981, it now operates in over 160 markets globally.According to Sigmaintell, TCL ranked 2nd in the global TV market in terms of sales volume in Q1-Q3 2019. TCL specializes in the research, development and manufacturing of consumerelectronics products ranging from TVs, audio, and smart home products. We specialise and are the leaders inQLED & 4K high-end segment. Currently (April GfK) due to lockdown our market share was 4.4%. we are hoping and aiming for Top 3 brand in the next 3 years. 


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