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Placing a High Priority on Markets in Europe and North America, TCL Is Committed to Building a World-Class Brand
Recently, TCL creative project advertisements are seen at four landmarks of Rome, namely the Colosseum, Via del Corso, Castel Sant’Angelo and Ponte Milvio Bridge. Through this advertising campaign, this Chinese consumer electronics brand made itself the focus in the night sky in the Eternal City. Prior to Rome, its advertisements simultaneously appeared in Paris, London, New York, Berlin, and Sydney, shining on landmark buildings including Berliner Museumsinsel and Moulin Rouge. In this creative projection, the brand not only demonstrated its latest home appliances, but also showed its brand style that is in line with the global technology, art and culture trends.
As a leading player of China’s manufacturing industry, TCL started its overseas market expansion in 1999 by acquiring the colour TV business of Thomson, the largest colour TV enterprise in France, and later the mobile phone business of Alcatel in 2004, hallmarking a milestone for Chinese enterprises going global. In 2016, the brand and BlackBerry entered into a licensing agreement, under which it was permitted to produce, design and sell BlackBerry products. To date, TCL Group has achieved annual revenues exceeding RMB 100 billion/£11.23 billion for three consecutive years, with a total of 70,000 employees around the world, sales outlets in more than 80 countries and regions, and business covering 160 countries and regions. The brand is the ideal spokesperson of Chinese brands in the world.
In 2016, TCL secured the world’s third, fifth, and eighth places in terms of sales of LCD TV sets, LCD screens, and mobile phones, respectively. In Europe, TCL TV sets are sold in more than 20 countries. Among them it has the third largest market share in France and has secured steady growth in Germany, Italy, and Poland. In North America, the brand was named the fastest growing television brand in the U.S. by U.S. media for three years in a row. According to Q3 report of 2017, the brand’s sales in North America increased by 97.4% year on year. According to NPD’s latest market research data, the brand’s market share in North America surged from 10.4% in June to approximately 16.3% in August, ranking third in the market. The placement of global projection advertisements in Italy, UK, France, U.S. and other countries fully showed the brand’s ambition and determination for the European and North American markets.
“TCL will continue to explore markets in Europe and North America by strengthening its market share and brand influence, and will further invest in key emerging countries like India, Russia, and Argentina to establish local industrial capacities. Through global business topology, the brand will become a highly competitive global smart products brand in the world,” said Li Dongsheng, TCL Group’s Chairman and CEO.
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