The 2018 International Consumer Electronics Show (CES) opened in Las Vegas on January 9 local time, and many Chinese companies’ black technology products shined in North America. This was also the 11th consecutive year that TCL, the “Great Power Brandâ€, appeared in the main exhibition hall of CES and brought new TV products for the North American market. The X/C/P three series and other star products also meet with consumers around the world. [PChome Computer House, Las Vegas, USA] 2018 US CES Consumer Electronics Show will be held in Las Vegas, Nevada from January 9 to January 12, 2018. Reported from the show site. TCL Multimedia Releases 2017 New Performance Data At the same time, TCL Group released 2017 new performance data. TCL Multimedia's total LCD TV sales for the year increased by 16.4% from the same period last year to 23,231,141 units. Sales of smart TVs and 4K TVs were 15,094,106 and 5,804,951, respectively, which represented a year-on-year increase of 42.5% and 45.9%, respectively. TCL Group Vice President and TCL Multimedia CEO Wang Cheng said that benefiting from continuous improvement of product structure, optimization of channel structure, and overall efficiency improvement brought by the integration advantages of the entire industry chain, sales volume in overseas markets continued to grow strongly. TCL Multimedia’s sales throughout the year achieved the strongest growth in five years and exceeded its annual sales target of 22 million units. Among them, the sales volume in the North American market performed exceptionally brightly, with a year-on-year increase of 131.5%, and doubled growth. As of November 2017, TCL TV's North American market share was 9.1%. This proud achievement was interpreted by the industry as "a victory for Chinese brands." In a competitive market such as the United States, Japanese and Korean brands have long taken a leading position. The positive performance of TCL North American market is not only a positive signal for Chinese brands to “catch up with Japan and South Korea†overseas, but it is also of great significance for boosting the confidence of Chinese home appliance brands to compete globally and accelerating the “brand to seaâ€. "Product localization" innovation helps TCL deepen the North American market Faced with the vast variety of consumer demand, relying on the same product "played the world" obviously has not been effective, so a differentiated product strategy becomes inevitable. TCL implements its localization strategy globally. Not only does production, sales, talent, and markets achieve full localization, but in terms of product form, it also conducts local innovation based on the local consumer's life and spending habits. Mao Chuwen, general manager of TCL Multimedia North America, introduced that in the North American market, although consumers are rational, they do not exclude high technology, especially in image quality. TCL has been continuously pursuing product innovations, introducing high-tech products such as Quantum TV, AI, etc., and has received critical acclaim in major media commentary. TCL products and brands have gradually been accepted and loved by American consumers. TCL launches its 2018 TV product line representing the latest innovations and smart technologies: 6-Series and 5-Series In December 2017, TCL TV series “P series Roku TV†was launched in the Best TVs for 2018 (Best Television 2018) by world-renowned technology and consumer electronic media CNET. 8.6 points out of the top scores. TCL TV Products "P series Roku TV" CNET has given a unique evaluation. "This product has a really good picture quality, and the price is moderate. If you want a 55-inch TV model, then it is our choice." North American consumer experience experience is extremely high The TCL P series features excellent overall image quality, multi-zone dynamic backlight control, high contrast, and accurate color display. In addition, the Roku Smart TV platform has a simple interface and supports streaming media applications. TCL TV products force giants such as Sony Samsung to get high marks In addition, in the most recent survey on North American users “net recommendationâ€, 10% of users of S4 series and 20% of users of P6 series were asked, “Are you willing to recommend TCL to your friends or relatives? Feedback from TV products? - 95% of P6 users and 87% of S4 users are willing to recommend TCL products. U.S. consumer affirmation of TCL products is the most powerful response to TCL product strategy, and also allows channel partners to look forward to the performance of new TCL products. Entered the six major US channels, paving the way for “brands to go to sea†Best Buy, Walmart, Costco, Target, Amazon and Sam's Club, these six channels sell 80% of televisions in the US market. At present, TCL has settled in all six of the above-mentioned mainstream channels. In addition to other regional retail stores, TCL has achieved 90% of retail coverage in the United States. This is also an important factor for TCL to achieve such impressive results in the North American market. Taking root in local development, emphasizing that localization is one of TCL's magic weapons to successfully expand the global market. TCL attaches great importance to establishing long-term and friendly cooperative relations with local partners in overseas markets, which has made TCL widely recognized and trusted. It is understood that as early as the beginning of 2011 to 2013, TCL relied on e-commerce main channel Amazon to achieve steady development, which laid a good foundation for the long-term stable development of the brand. In 2014, TCL entered Wal-Mart Stores and took a big step forward in terms of products, channels, and marketing to provide a solid platform for smooth volume. Since then, TCL has cooperated with traditional main channels such as Costco, Sam's Club and Target, the second largest retail department store in the United States, and launched online channel cooperation with Bestbuy. , to increase the sales of TCL TV. TCL establishes and expands multi-channel partnerships in North America to achieve a quantum leap in volume and quality. Through covering six major channels, TCL has entered more than 10,000 stores in the North American market. With the penetration of channels, TCL will occupy a broader brand awareness in the North American market in the future. In terms of brand building, TCL marketing in the North American market has become a textbook case. Create Local TCL Brand Rally with Localized Marketing North American consumers' rational consumption habits make them have higher requirements for brand trust. Mao Chuwen pointed out that consumers in North America are very brand-conscious. They need to have enough trust in a brand, and brand trust needs to be accumulated for a long time. TCL has found an effective tool to speed up this accumulation process - multi-marketing for US consumers. TCL focuses on brand marketing combined with local culture and enhances the brand's “presence†in the minds of consumers. In 2013, TCL became the first Chinese company in the history of the China National Grand Theatre in Hollywood. It enabled North American consumers to recognize and perceive the brand image from China, and at the same time gradually export Chinese culture, becoming a mainstream position for expressing cultural self-confidence. In recent years, TCL has continued to collaborate with Hollywood commercials such as The Avengers, Iron Man 3, X-Men, and Mission Impossible 5, and in 2017, it has joined hands with DC blockbuster Justice League for global collaboration. Push, with the help of IP and hot topics to form a burst point spread. In addition, with Ellen Show, a well-known TV entertainment program in the United States, and in collaboration with IMDB to participate in Emmy's sponsorship and so on, TCL is at the forefront of entertainment and penetrates the local market in a consumer-friendly way, bringing closer the brands, products and consumers. distance. TCL "big country brand" advertising "Belt and Road" advertising along the 15 countries and TCL global creative projection advertising brushed six countries, so that the influence of TCL brand in North America as an incision, continue to cover the world. In addition, the cross-border of sports marketing is always in line with the development of the brand. In the United States consumers are keen on sports events, TCL has also been laid out - to become the Rose Bowl and UCLA sports team's official TV brand; become the NBA team Minnesota Timberwolves team partners and sponsors; title the United States professional football league ( MLS) The home of the San Jose Earthquakes team, etc., TCL is constantly improving its interaction and stickiness with consumers through different scenarios immersed in the daily life of American consumers. The charm of this kind of scene marketing has won many loyal fans for TCL. TCL's localization marketing has increased brand awareness and provided necessary support for market expansion. Wang Cheng said that in 2018, it will further increase the investment in the U.S. market and consolidate its market position, striving to occupy the second place in North America in market share by 2020. For more information about the US CES2018 (International Consumer Electronics Show in 2018), please click on PCHOME's CES special report: http://ces.pchome.net/