If you heard the name TCL, it was likely rather recently.
The Chinese consumer electronics manufacturer has been operating since 1981, designing and creating components in devices for other brands used in everyday life, but over the past few years TCL has looked to step into the limelight.
For South Africans that first experience of the brand could have been in a number of ways.
Perhaps you saw a billboard advertising one of its newly launched TVs while driving to work, or maybe you stepped into a local electronics store looking to upgrade an appliance, or you could have seen world class footballers like Bukayo Saka or Martin Ødegaard of Arsenal F.C. showcasing new TCL product.
Whatever the interaction, TCL is aiming to increase its presence across the world to be recognised as a global brand that constantly looks to innovate, sells devices that deliver value for money, and partners with sports teams that do more for their community.
Unpacking some of this strategy recently was Majid Khan Niazi, director for marketing at TCL Middle East and Africa Business Group (MEABG).
Niazi unpacked the strategy at the MEABG’s industry-first Air Conference held in Wuhan, China, where he also shared what the future holds for the TCL and just how important South Africa is in achieving the goal of being a leading global brand.
For those who don’t know, TCL’s slogan is “Inspire Greatness”.
According to Niazi, this means, “empowering customers with cutting edge technology to enhance their everyday life”.
In order to deliver on the above TCL will be adapting a four-fold approach when it comes to its messaging. Here the director for MEABG marketing noted that TCL will be positioned as a brand that evokes feeling “vibrant, innovative, fashionable, and premium” for the customer.
To connect in particular with the South African consumer, TCL is acutely aware of the role that sports plays.
Locally most of the population is sports crazy, and this is especially so for disciplines that SA has traditionally performed well in, like football, cricket, and rugby. The fact that many South Africans are huddled around a TV at the weekend to enjoy matches and watch their favourite team also brings great synergy.
“Sports are a central pillar to any of our partnerships and collaborations. It goes well with our branding and fulfilling experiences for our customers, and with partners across the globe and in Middle East and Africa we see it as an effective way to grow our presence,” he explained when speaking to Hypertext at Air Conference 2024.
“At the beginning of this year we had a partnership with MI Cape Town (SA20 cricket franchise). We have also seen opportunities to get involved in esports as we have the technology and products to support this growing industry in Africa, so there is certainly a great chance to align TCL with different types of sports thanks to collaborations,” he added.
With 2024 seeing the Chinese consumer electronics manufacturer widen the breadth of products it has made available in South Africa, TVs are not the only category where meaningful synergy can be created.
As more air conditioner models, such as the newly launched FreshIN 3.0 series, are brought to South Africa, not to mention other product segments that leverage TCL’s experience in panel and display design, this region looks ripe for getting partnerships up and running.
“We will see what the future holds, but it is a central part of how TCL aims to grow its brand moving forward,” he concluded.
TCL is aiming to make an even bigger splash next year than it did in 2024, and soon its ambitions to be a globally recognised brand will be realised.
To find out more about the industry-leading innovative products that TCL currently sells in South Africa, head here www.tcl.com/southafrica.
