TCL, the TV company that hovers between number two and number three in TV sales globally, is set to expand its TV lineup in Australia, a move that could hurt Hisense, which is still looking for a marketing manager. and works desperately to repair their relationship. with Harvey Norman, after the Good Guys captured Hisense’s licensed line of Toshiba televisions, which had previously been exclusive to Harvey Norman stores. TCL, which was the first TV brand in the world to introduce Mini LED technology in their TV lineup, is set on 5 series of TVs covering 17 models ranging from 43-inch to an 85-inch high-end 8K model which is expected to take on both LG and Samsung in the high-end TV market.
Recently, LG and Samsung have launched their versions of mini LED TVs which compete head-on with LG’s OLED display offering.
The company, which is also set to manufacture the new Amazon TV and already manufactures the Ffalcon range of TVs sold at JB Hi Fi, will compete in the premium 8K and 4K TV markets with its new range.
Already the No. 2 TV brand in the US market of 320 million, TCL has been a quiet sleeper in the Australian TV market due to retailers being selective in the TCL models they carry.
The company also manufactures TCL smartphones and Alcatel smartphones which, combined, make it the third largest smartphone brand in Australia.
The company, headquartered in Shenzhen, China, employs more than 75,000 people in 28 R&D laboratories, 22 production sites and corporate headquarters.
Currently, their products are available in over 160 countries, including Australia and New Zealand.
Insiders believe a major opportunity has opened up for TCL following Hisense’s dumping of Harvey Norman as the exclusive reseller of Toshiba TVs.
Hisense secured the Toshiba brand in an effort to take on TCL in the US market where Hisense was struggling under its own brand.
The question now is whether Harvey Norman will start offering the high-end TCL range after only selecting mid-range models in the past.
ChannelNews understands that senior management Harvey Norman, who believes he was “duped” by Hisense of the Toshiba TV brand, has said they will not make any decisions regarding the Hisense lineup while some executives are still employed by the Chinese company.
Another major retailer said, “TCL has a wide range of premium TVs, what is needed is a major marketing investment in Australia to educate consumers about the brand’s pedigree and quality.”
Among the new display technologies introduced by TCL in their 2021/2022 lineup is OD Zero, or Optical Depth Zero.
It is a technology that refers to the distance between the backlight and the LCD display layer.
With TCL TVs, the distance is zero, which is a first for the TCL industry.
Also coming is third-generation Mini-LED technology that revolutionizes the size and performance of the LED lens, improving light output and uniformity. Several major brands still use the first generation Mini LED technology.
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