According to data from TRS, TCL Air
Conditioner is rising to the top spot in the Philippine AC market for several
consecutive quarters in the three subcategories of inverter, split and large
cooling capacity (over 2HP) ACs. Data shows that from January to May this year,
TCL Air Conditioner ranked first in the Philippine market with a share of
21.2%.
From January to May of this year, TCL Air
Conditioners maintained a commanding overall market share of 21.2%. The brand's
success is further underscored by its specific category performances in the
first quarter of 2024: 22.4% market share in inverter ACs, 23.4% in split ACs,
and an impressive 46.5% in large cooling capacity ACs (over 2HP).
According to the overseas business head of
TCL Air Conditioner, the strong performance in the Philippine market is an
epitome of TCL’s remarkable
breakthroughs in overseas AC markets. Under the guidance of the “Belt and Road” and other state policies, TCL Air Conditioner has delved into
emerging markets in Asia, Africa, Latin America, etc., with a growth of 39%
there in the first quarter of this year, bringing a year-on-year growth of over
30% to TCL Air Conditioner in overseas markets.
TCL
Air Conditioner rising to the top spot in market share in the Philippines
through gradual expansion by deploying flagship products and focusing on the
high-end segment
It is learned that TCL Air Conditioner’s product strategy is to drive overall
success by creating flagship products through technological innovation. In
recent years, TCL Air Conditioner has focused on the fresh air AC subcategory
and created a product lineup composed of intelligent fresh air ACs, intelligent
gentle breeze ACs, intelligent energy-saving ACs, etc. through an R&D team
with over 1,000 members.
For overseas markets, TCL Air Conditioner
has launched a product lineup of Free Match, AHU and Whisper Window ACs, a full
range of unitary and split ACs, etc. by adhering to product and technological
innovation, laying a solid foundation for high-speed growth. In the
Philippines, with flagship high-end series such as fresh air, gentle breeze and
whisper window ACs being staple products, TCL Air Conditioner has realized
continuous growth in medium- to high-end products including inverter, split and
large cooling capacity ACs, and kept enhancing its influence in the medium- and
high-end segments.
TCL Air Conditioner focuses on the
strategic channel alliance in the Philippines, including national and regional
chain stores, and hypermarkets. While making a strong presence in online
e-commerce channels, TCL Air Conditioner is developing offline AC wholesale
channels and professional HVAC engineering channels energetically, covering a
series of model projects, such as CEEC’s Kaliwa Dam and San Marcelino, POWERCHINA’s LGN, Davao MSU and Divimart. Deep penetration into all channels
has enabled rapid growth.
TCL
Air Conditioner highly recognized by Philippine consumers with products,
services and marketing advancing side by side
The responsible person introduced that
driving products, services and marketing side by side is an important strategy
for TCL Air Conditioner’s
breakthroughs in the Philippine market. Fresh air ACs are new-generation ACs.
In recent years, TCL Air Conditioner has created the most powerful fresh air
product lineup in the industry through constant product and technological
innovation and development, leading the development of the new generation of
AC. It is noteworthy that the FreshIN2.0 flagship air conditioner series
launched by TCL Air Conditioner in the Philippine market has incorporated the
original breathable fresh air technology – two-way fresh air and made air conditioners truly “breathable” to generate fresh air. Many core technologies have brought
healthier, more natural and fresher indoor air to Philippine consumers, and
become the key to penetrating into the medium- and high-end segments in the
Philippines.
The Philippines’ complex market environment and geographic environment with numerous
islands pose challenges to service improvement in the AC industry. To improve
the service level and users’
aftersales experiences, TCL Air Conditioner has launched the “212 instant aftersales installation” service in the Philippines, realizing
response in two hours, scheduling within one day and door-to-door visit within
two days. This has improved consumer satisfaction greatly while improving the
timeliness of services.
In terms of marketing, TCL Air Conditioner
meets market demand through innovative features such as fresh air, gentle
breeze and smart connectivity by focusing on flagship products. Through
multiple rounds of market research, TCL Air Conditioner has created innovative
flagship products expected by Philippine consumers, and built a strong enough
differentiated product lineup. In addition, to be closer to consumers, TCL Air
Conditioner has made early arrangements for peak period and promotion period
communication, and showcased brand influence and product technologies through
roadshows of BreezeIN flagship products, and launch and experience events of
FreshIN2.0 products, thereby promoting sales conversion and building reputation
among users. On top of that, TCL Air Conditioner has organized renewed quality
and technological innovation exhibitions for the “new generation of AC” in terminal channels uniformly, and made consumers aware of its
industry-leading functional advantages such as fresh air, gentle breeze and
quadruple filtration more clearly and easily through creative demonstration
tools and rich visual materials. While improving recognition among Philippine
consumers constantly, this has also enhanced the confidence of Philippine
channel customers in TCL Air Conditioner.
In recent years, TCL Air Conditioner has
accelerated its pace of going global. TCL Air Conditioner’s customer-centric solution strategy
tailored to worldwide customer needs has been exploring consumer needs of
emerging markets in different scenarios, and increasing market shares despite
of fierce global market competition constantly. Its strong growth in the
Philippine market is an epitome of the rapid development of its foreign trade.
For more details
on TCL Air Conditioners, log on to https://www.tcl.com/ph/en.
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