Text/JING Audit/Zi Yang Correction/Zhi Qiu
When it comes to TV, most people first think of Samsung, Sony, or Hisense, Xiaomi, the first two manufacturers in the high-end market reputation performance is excellent, the latter two companies are the most popular TV brands in the domestic market, sales perennial account for the top two in China.
However, few people know that from an international perspective, TCL is the representative of Chinese TV brands.
The domestic brother defeated Xiaomi and Hisense
According to the data released by Aowei Ruiwo, TCL will sell 23.3 million TVs worldwide in 2021, a significant lead over Xiaomi and Hisense. TCL can achieve this result, in the author's opinion, the main reasons are two points:
First, the TCL market layout is better than xiaomi and Hisense, which is mainly reflected in the development of overseas markets. Xiaomi TV is mainly sold in China, and Hisense has added new markets such as Japan, Australia and South Africa on this basis. In addition to the above-mentioned regions, TCL also sells TVs to European and American countries. Among them, Europe is the main driving force driving the growth of TCL TV sales.
Second, TCL production capacity layout is ahead of other domestic manufacturers, TCL relies on Huaxing Optoelectronics, Zhonghuan Photovoltaic, to achieve screen, chip freedom, in the case of tight global supply chain, to ensure product supply, further open up the gap with the enterprises behind them.
At the same time, the strong screen and component manufacturing capabilities also allow TCL to cover multiple price segment product lines. In the short term, TCL's domestic market position is difficult to be surpassed.
Second only to Samsung and LG
Of course, TCL is not the only company with a screen production base and a component production base. Samsung and LG also have a strong control over the supply chain, and the technical reserves and accessories production capacity are higher than TCL, which is the fundamental reason why the global sales of TCL TVs are not as good as Samsung and LG.
Not only that, the popularity of Samsung and LG in the global market is also stronger than that of TCL. Over the past two decades, the two companies have led the development of screen technology and established an excellent reputation in the household appliance market, and their strength is ahead of TCL in all aspects.
TCL still has a chance to overtake
However, TCL is not without opportunities to surpass Samsung and LG. According to Auvery data, the sales gap between Samsung, LG and TCL has been narrowing in the past three years.
In 2021, TCL's smart TV, quantum dot smart screen, and Mini LED smart screen sales have increased to varying degrees. Among them, the global sales of Mini LED display accounts for 90%, which is a ride.
Although TCL still has a distance in technology compared with Samsung and LG, the three manufacturers are high-tech enterprises that have completed the vertical integration of the industrial chain, and they all have a certain right to speak in the industry, and there is no irreparable gap between them.
Compared with Samsung and LG, TCL has the advantage of having a huge Chinese market behind it. The Chinese market is larger and more friendly to domestic products. Moreover, the Chinese market can also provide production guarantee for TCL.
As we all know, the epidemic has not yet dissipated, and overseas factories are facing the crisis of stopping work and production at any time. The domestic epidemic control is excellent, the factory is operating normally, and there is not much production pressure.
It is worth mentioning that TCL has taken the lead in the application and layout of future technologies, and the previously mentioned Mini LED is one of them. The technology was first proposed by TCL, which is also the main promoter of Mini LED technology, and its advanced vision has made TCL at least ten years ahead of LG and Samsung in this technology.
Write at the end
On the whole, TCL not only has technical advantages, market advantages. And itself is still constantly upgrading, the official revealed that in the future TCL is expected to invest 2 billion yuan, the construction of 10 complete machine production lines, by 2024 TCL alone Mini LED TV sales can reach 10 million units. If its other products can also progress together, TCL sales exceed Samsung and LG do not need to wait too long.