While many businesses would use the last few days of 2024 to reflect on the past year, for TCL now is the time when preparations are underway to kick off 2025 in the right way.
The consumer electronics manufacturer, which recently held its industry-first Middle East and Africa Business Group (MEABG) Air Conference in Wuhan, China, has recorded a highly successful 2024 performance.
Its results in the MEA region in particular are quite noteworthy, with it registering a growth rate of 26 percent in 2024, which is higher than the 21 percent it mustered in 2023 too.
This upward trajectory cannot be wholly pinpointed to one aspect, as TCL is acutely aware of the fact that any success it garners is part of a collective effort, but the company’s growth in the South African market is worthy of particular praise.
On this front TCL saw a staggering 184 percent growth in the SA market during 2024, with the company’s comprehensive range of highly specced televisions and broadening number of residential air conditioners contributing to the unprecedented increase.
It serves as a testament to the fact that South African consumers are always on the lookout for brands that offer great value for money and put the needs of its users first.
Speaking to Hypertext, which was in attendance at the aforementioned Air Conference, Sunny Yang, general manager for Middle East and Africa at TCL, unpacked the company’s performance in the region and which product segments resonated with consumers over the past 12 months.
Given that the focus of the event was around air conditioning, it comes as no surprise that air conditioners were an area where growth was registered. It is why TCL announced its new FreshIN 3.0 series, which is set to launch across multiple countries in the region over the coming months, as consumers have responded positively to the health benefits that TCL has focused on in terms of the design and manufacture of its latest devices.
Added to this is energy savings, which is not just a concern for South Africa, but other countries too, many of which are struggling with an increased cost of living. As such, any consumer electronics that are proactively able to address this need have proved welcome, and the same is expected of the FreshIN 3.0 series, according to Yang.
In fact, the Middle East and Africa GM went so far as to say that, “air conditioners will play a vital role in the growth of TCL”.
She also emphasised the value of partners in the region, with TCL taking a three-pronged approach whenever it engages with partners or brings new products to market for them. This approach is defined by offering incremental value, launching competitive products, and having long-term win-win strategy, Yang shared.
With TCL registering an 80 percent growth for its MEABG during January to November 2024 compared to the same period during 2023, the launch of innovative products at competitive prices is clearly yielding the dividends needed.
In terms of what the future holds for South Africa and TCL, Yang was careful to point out the company’s “globally localised” strategy. Examples of this include the creation of research and development centres designed to address needs in specific regions, such as one being readied for Dubai in the coming months.
Added to this is a manufacturing facility in Pakistan set to be spun up next year. With South Africa also having a strong manufacturing industry that supports several global brands, the potential to add TCL to that list is easy to see.
With more products, innovations, and collaboration set for TCL in South Africa during 2025, it is not a question of whether it can match the growth it achieved over the past 12 months, but rather by how much it will surpass it.
To find out more about the TCL brand and the products it sells in South Africa, head here www.tcl.com/southafrica.
