'TCL' unveils 2022 roadmap to capture market share in the Thai electronics market with 3 product categories, showcasing durability, value, innovation and functionality

Mr. Gao Zhigang, Product GTM & Marketing Director of TCL Electronics (Thailand) Co., Ltd., revealed that TCL is a China-based electronics brand that has been established for 41 years and has been operating in Thailand for over 18 years. The business has been involved in the research, development and production of electronic products, including televisions as the core product, air-conditioners, washing machines, refrigerators and smart home electronics. The company's strength is its ownership of manufacturing factories in the market, giving TCL the edge in managing product development, manufacturing and costs, ensuring that the company can offer products across every category at a competitive price As for the business direction for TCL in 2022, the company will focus on driving brand awareness throughout the year via a 360-degree marketing plan across online and offline channels such as BTS Skytrain advertising and new product launches, reinforcing its position as the world-leading electronics brand with a suite of products to fulfil every need. Despite the impact of COVID-19 on the business, it is evident that the market continues to grow across product categories, including televisions, air-conditioners, washing machines and refrigerators as more consumers are staying home, which boosted demand for electronics.

"Beyond building a strong brand image, which is key for the 2022 business strategy, TCL is ready to capture market share across 3 product categories, including air-conditioners, refrigerators and washing machines by offering multi-function products and innovative solutions to complete the needs and changing behaviours of modern consumers. Our focus is also on developing smart connectivity functions between devices, offering flexibility and ease for users to control and usage across multiple devices, fulfilling the needs of consumers across every level. The company also pushes forward with its strengths in product durability and after-sales services. Moreover, expansion of distribution across the nation, excellent service standards, promotional campaigns and access across online and offline channels all contribute to strengthening TCL's position as leading electronics brand in Thailand," concluded Mr. Gao.

Mr. Jeerachai Saksangawong, Sale Director - Air Conditioner of TCL Electronics (Thailand) Co., Ltd., commented that the air-conditioning market in Thailand is facing fierce competition, with the market valued at 22 billion THB. Despite the impact of COVID-19 on the business over the previous two years, growth in the industry is still positive. Currently, TCL has been operating its air conditioning business in Thailand for more than seven years, covering products to serve all needs, including wall-mounted air-conditioners, mobile air-conditioners, shelf air-conditioners, or ceiling-mounted air-conditioners. Every product category brings value in terms of price and durability, including the blend of technology and function to serve the needs of modern consumers, along with excellent after-sales service, promotional offerings available via dealers across the nation and access across leading department stores, traditional trade and e-commerce websites. Through this business strategy, TCL sets to drive a 10% growth in market share within 3 years for the air-conditioning segment.

TCL's wall-mounted conditioning products showcases excellence in technology and smart functions such as the TCL Titan Gold Fin, the brand's proprietary technology that speeds up water ventilation and has anti-corrosion properties that extends the product life. Moreover, it also features anti-bacterial and virus properties, helping to combat unwanted odours. The TCL Super Turbo Start function ensures rapid comfort, cooling any room within 30 seconds, even when surrounding spaces are up to 60 Celsius. Additionally, there is also an automatic hygiene tracking feature for filters that alarms users when cleaning is due. The leakage detection model also alarms users when there is a leakage of coolants or when the air-conditioner is malfunctioning, automatically turning off the device to ensure the safety of users and deliver convenience in maintenance.

TCL air conditioners also have the AI Inverter feature that offers durability, value for money and energy-saving functions along with Smart Gentle Cool Wind, a proprietary technology of TCL, that delivers comfortable cooling to avoid harsh, direct cold draft. The designs of all TCL air conditioners are also simple, stylish and functional to best serve the needs of users and maintenance staff. Under the 3E Design concept, including Easy Clean, Easy Maintenance and Easy Install, users can clean the air conditioner without requiring a maintenance staff. The designs are also easy for maintenance staff to install and remove parts to repair, maximising convenience and minimising the hassle.

"The uniqueness of TCL's air conditioners is also showcased in the T-Pro series that features the Smart-WIFI function that fulfills the needs of modern consumers via convenience. TCL products are also developed to support usage on IoT platforms so users can control usage via the internet to turn on-off, adjust temperatures and change the modes easily, wherever they are. All models of TCL air conditioners are designed to be energy-efficient and has received the Label No.5, especially the T-Pro Premium model that guarantees the highest level of energy-saving with a 2-star rating, which reflects efficiency beyond level 5. Products also come with a 5-year guarantee on the hardware and a 10-year guarantee on the compressor to maximise reassurance for consumers," commented Mr. Jeerachai

Mr. Ekachai Chuensirikulchai, Sale Director - Refrigerator & Washing Machine of TCL Electronics (Thailand) Co., Ltd., revealed that the refrigerator market in Thailand is valued at 16.8 billion THB. In 2020 and 2021, the market grew by 12.6% and 2.8%, respectively. The washing machine market is valued at 14.4 billion THB, seeing a growth of 2.5% and 2%. Despite the spread of COVID-19, it is evident that there is continuous growth in the two categories. TCL has decided to grow its business in quarter four of 2021, with a target to expand market share by at least 10% within 3 years for the washing machine and refrigerator market in Thailand. The company continues to reinforce its strengths in value for money, durability and functions that are relevant to the changing consumer demands, whether it's tackling PM2.5 air pollution or COVID-19.

TCL's front load washing machines features heat sterilization that eliminates bacteria and allergens efficiently whereas the Smart Inverter Motor works with minimal noise and is highly energy efficient with a spin cycle of 1,400 revolutions per minute across all models and sizes. There are also diverse functions and washing modes to suit various usage needs. Refrigerator products highlights health and convenience as the priority, along with durability and premium designs that elevate the aesthetics of any kitchen. The Auto Anion Technology (AAT) releases negative ions to effectively kill bacteria and odours whereas the Smart Inverter Compressor operates quietly and efficiently to deliver energy-efficient solutions and The Multi Airflow system brings fast cooling across multiple spots.

Beyond delivering value and functionality through its refrigerator and washing machine products, TCL has also extended its product warranty period to 3 years, washing machine motors to 12 years and refrigerator compressors to 10 years. The company has expanded its after-sales servicing channels to over 200 branches covering 77 provinces across the nation and has consistently offered special promotions via the TCL nationwide campaign, in which the brand partnered with dealers across distribution channels, including leading department stores, traditional trade and e-commerce websites so consumers can easily access products and services. Through these efforts, TCL aims to gain a 10% market share within the next three years for the refrigerator and washing machine category," concluded Mr. Ekachai.

For additional information, contact TCL Electronics (Thailand) by dialing 02-026-6286, visiting www.tcl.com/th or following news and updates at our Facebook page https://web.facebook.com/TCLThailand

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