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Giant home appliance sector defeated mobile phone market! TCL shipments down another 40%

via:博客园     time:2018/1/23 10:02:22     readed:655

Remember the phrase "creative moving life" What? Speaking of TCL, we must first think of TCL TV. TCL in the appliance market has a high market share.

17 years notice data show that the annual sales of LCD TVs 2377.4 million units, an increase of 15.9%. Sales of air conditioners and washing machines increased by 26.9% and 11.5% respectively. TCL Appliances North American shipments created the third success. However, consumers do not seem to have much enthusiasm for TCL mobile phones.

TCL BlackBerry acquisition has passed almost a year. TCL wanted to re-take over the blackberry mobile phone market share, but the result is not satisfactory.

The high hopes of the smart phone business not only failed to rebound, but accelerated the decline. In 2017, the total sales of TCL communications equipment and other products totaled 43.876 million units, a decrease of 36.2% over the same period of last year.

This makes Li Dongsheng very embarrassed, so that CES was questioned by domestic reporters "TCL Communications should be completely stripped off" sensitive issues.


A dozen years ago, TCL mobile phone was once one of the three major brands in China. 2004, TCL opened the door to internationalization, the acquisition of the French telecom giant Alcatel's mobile phone business, then successfully occupied a place in Europe.

But the fame behind the crisis, but the crisis has quietly, some professionals said that after the acquisition of Alcatel, TCL's decline began.


In my opinion, TCL mobile phone slide mainly because of three points:

1, positioning error:High prices, low configuration. Keyone priced at 3999 yuan, positioning the high-end market right. However, the hardware configuration is relatively backward, leading to the overall cost is too low, consumers do not buy it.

2, strategy mistakes: Has been hesitating between full touch screen and keyboard machine. Full screen in the mobile phone in the general situation of development, full touch screen for the mainstream. TCL has been making decisions on the model positioning is not allowed, resulting in a large loss of customers.

3, marketing mistakes: Failed to make good use of blackberry this sign. TCL brand marketing in the consumer market still remain in the traditional stage, short board will be difficult to reinforce 1.5 o'clock.

to sum up:

As Nicolas ZIBELL, chief executive of TCL Communications, put it: "BlackBerry is currently the only one that can compete effectively with other high-end handsets in the high-end segment. How we make this brand back to once the peak time, but also the biggest problem at present. & rdquo;

The future of the BlackBerry, whether through China to usher in a new life, return to the mainstream, which mainly depends on the performance of TCL international team, to be cautious.


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