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.
