TCL will be the first to launch a global new product launch event at the IFA in Germany, and will make a voice for “China’s intellectual creation”

As anticipation builds for the highly-anticipated 2017 IFA Consumer Electronics Show in Germany, TCL, a symbol of China's "Great Power Brand," has prepared a sprawling 1,800-square-meter exhibit space. This year, TCL plans to showcase its full spectrum of innovative products at the event. The company has consistently generated over $100 billion in revenue for three consecutive years, exporting its products to more than 180 countries worldwide. Nearly half of its revenue comes from overseas operations, solidifying its status as a true international enterprise. In the first half of 2017, TCL once again delivered impressive financial results, maintaining profitable growth—a feat unmatched by any other Chinese company. This year at the IFA, TCL will introduce cutting-edge products and smart technologies, highlighting its ambitious international expansion. In particular, the company’s success in mature European and American markets is particularly noteworthy. According to recent reports, TCL's mid-year performance in 2017 was strong, with revenue reaching 52.2 billion yuan, representing a 7.9% increase in operating income compared to the previous year. Net profit surged by 110.8%, reaching 1.66 billion yuan. Against the backdrop of declining performance in China's home appliance sector, TCL’s ability to maintain profitable growth can largely be attributed to its rapid expansion in overseas markets. Currently, the domestic color TV market is saturated, while the global market offers significant opportunities for growth. In Europe, TCL established Multimedia Europe in Boulogne-Billancourt, France, with its own factory in Poland. After more than a decade of investment, TCL TVs are now sold in over 20 countries across Europe. In France, TCL holds the third-largest market share, and it continues to grow steadily in Germany, Italy, and Poland. In North America, TCL has been hailed by U.S. media as the fastest-growing TV brand for three consecutive years. Sales rose from 140,000 units in 2013 to nearly 2 million in 2016. In the first half of 2017, thanks to new product launches, brand promotions, and channel expansions, TCL’s North American sales soared by 215.9%. Data from NPD shows that TCL ranked fifth in TV sales in the U.S. during the first half of 2017. In the mobile phone segment, TCL has pursued comprehensive international development since acquiring Alcatel in 2004. Through partnerships with major operators like Vodafone, Orange, T-Mobile, and Telefonica in Europe, TCL Communication has built strong relationships. In 2015, TCL Communication established a 5G lab in France and collaborated with leading global R&D institutions such as Sequans Communications and Syrtem. Additionally, TCL Communication joined the OpenAirInterface Software Alliance (OSA) and became a strategic partner. In Q4 of 2016, TCL Communication ranked fourth in Europe, topping the charts in Greece, third in the UK, fourth in Russia, and fifth in France. Globally, TCL mobile phone sales reached 68.766 million units in 2016, placing the brand eighth. Previously, TCL outlined a strategic roadmap for its international resurgence, focusing on "Three Forces Linkage, Brand Leadership, and Rooting in Key Markets." These forces include TCL Multimedia, TCL Communication, and TCL Appliances. This strategy has already started to yield results. Besides TVs and mobile phones, TCL air conditioners have also seen rapid growth internationally. Currently, sales of TCL air conditioners in Europe exceed 712,000 units annually, ranking fifth in Chinese exports and capturing 8.4% of the market share. According to Russia's latest customs data, TCL ranked second among all Chinese manufacturers in Russia in 2016-2017. Factories, Channels, Promotions, and Delivery: TCL’s Success in Europe and America TCL's remarkable achievements in Europe and America are the result of years of deep cultivation. As one of the earliest Chinese companies to venture overseas, TCL's success is not only due to its products but also its prowess in factory construction, channel development, and brand promotion. TCL currently operates a factory in Mexico and another in Poland. The Polish factory is the largest industrial project in Poland by a Chinese company, capable of producing 4.5 million TVs annually. With centers in both China and Europe, electronic components can reach the Polish factory within 10 days. Finished products can then be delivered to all European countries within four days. In terms of distribution channels, TCL TVs are available in major North American retailers such as Target, Costco, Amazon, Sam's Club, Best Buy, and Walmart. Products are available in over 10,000 stores. At Amazon, TCL ranks among the top five best-selling TV brands. TCL Communications benefits from its close relationships with major channel distributors and operators, along with localized teams and talent. TCL has fostered deep connections with North American culture and consumer engagement through partnerships with the historic Chinese Theatre in Hollywood and the popular U.S. talk show, The Ellen Show. As a Chinese brand, establishing local consumer recognition and loyalty is crucial. TCL’s global branding strategy, leveraging entertainment and sports marketing, has played a key role through extensive promotion and long-term efforts. The brand has successfully integrated into local cultures, embedding itself into mainstream consciousness and fostering interactions with consumers. For instance, in the U.S., TCL became the first Chinese company in the history of the iconic Chinese Theatre, showcasing its exceptional internationalization capabilities. Additionally, TCL has collaborated with Hollywood blockbusters such as Avengers, Iron Man 3, X-Men, Mission Impossible 5, Speed, and Furious 8, further embedding itself in American pop culture. In sports, TCL has also engaged in marketing campaigns around football and basketball, which are popular among American audiences, such as sponsoring the NBA team Minnesota Timberwolves. In Europe, TCL Communication’s Alcatel brand has been a long-time sponsor of the Tour de France. Furthermore, TCL has supported numerous European football clubs for years. Preceding IFA 2017, new TCL advertisements in cities like Berlin, Paris, Frankfurt, and Warsaw significantly boosted European consumer awareness and favorability. Looking Forward to TCL’s Global New Product Launch at IFA As a trailblazer in Chinese internationalization, TCL’s achievements are commendable. Not only has the company thrived in Southeast Asia and emerging markets like Brazil and Egypt, but it has also secured a foothold in mature European and American markets. This has set a strong precedent for other Chinese enterprises venturing internationally, bolstering the rise of intelligent manufacturing in China, and earning global recognition and respect. At the 2016 IFA Consumer Electronics Show in Berlin, TCL received five prestigious awards. Its quantum dot curved TV products were honored with one of the most coveted prizes, the Quantum Dot Technology Gold Award at the "IFA Product Innovation Awards," underscoring its exceptional product and brand strength. On the eve of the 2017 IFA exhibition, TCL will host a global new product launch conference in Berlin. This marks the first time TCL will unveil new products overseas, emphasizing its commitment to the European market. It is rumored that groundbreaking new products will be revealed at the IFA, generating excitement within the industry and among consumers alike.

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