According to TRS data, TCL Air Conditioner has consistently risen to the top spot in the Philippine AC market across three key subcategories: inverter, split, and large cooling capacity (over 2HP). From January to May of this year, TCL Air Conditioners maintained an impressive overall market share of 21.2%. The brand’s dominance is further highlighted by its specific category performances in the first quarter of 2024: 22.4% market share in inverter ACs, 23.4% in split ACs, and a significant 46.5% in large cooling capacity ACs.
The overseas business head of TCL Air Conditioner attributes this strong performance in the Philippine market to TCL’s significant strides in international AC markets. Guided by initiatives like the “Belt and Road” policy, TCL Air Conditioner has expanded into emerging markets across Asia, Africa, and Latin America, achieving a remarkable 39% growth in these regions in the first quarter of the year. This expansion has contributed to TCL Air Conditioner’s overall year-on-year growth of over 30% in overseas markets.
TCL Air Conditioner’s success in the Philippines is underpinned by a strategic approach focusing on flagship products and the high-end segment. The brand’s product strategy emphasizes technological innovation, particularly in areas such as intelligent fresh air ACs, gentle breeze ACs, and energy-saving ACs. This commitment to R&D, supported by a team of over 1,000 members, has enabled TCL Air Conditioner to establish a strong presence with its flagship high-end series in the Philippine market.
In addition to its product innovation strategy, TCL Air Conditioner has strategically aligned with key channels in the Philippines, including national and regional chain stores, hypermarkets, and online e-commerce platforms. The brand is also actively developing offline AC wholesale channels and professional HVAC engineering channels, which have facilitated its rapid growth and penetration into various projects such as CEEC’s Kaliwa Dam and San Marcelino, as well as POWERCHINA’s LGN, Davao MSU, and Divimart.
Through these initiatives, TCL Air Conditioner continues to strengthen its influence in the medium- to high-end segments of the Philippine AC market, solidifying its position as a leader through innovation and strategic market expansion.
TCL Air Conditioner highly recognized by Philippine consumers with products, services and marketing advancing side by side
The spokesperson emphasized that TCL Air Conditioner’s strategy of integrating products, services, and marketing has been crucial in achieving breakthroughs in the Philippine market. At the forefront of this strategy are TCL’s fresh air ACs, representing a new generation of air conditioning technology. Through continuous product innovation and technological development, TCL Air Conditioner has established one of the most advanced fresh air product lineups in the industry, leading the charge in the evolution of AC technology.
A notable achievement in this regard is the FreshIN2.0 flagship air conditioner series, introduced specifically for the Philippine market. This series incorporates pioneering breathable fresh air technology, including two-way fresh air circulation, transforming air conditioners into truly “breathable” devices that enhance indoor air quality. These core technologies deliver healthier, more natural, and fresher indoor environments for Filipino consumers, positioning TCL Air Conditioner as a leader in the medium- to high-end segments of the Philippine market.
Addressing the challenges posed by the Philippines’ diverse market and geographical conditions, TCL Air Conditioner has implemented the “212 instant aftersales installation” service. This initiative guarantees a rapid response time of two hours, scheduling within one day, and door-to-door service within two days. This swift and efficient service model has significantly boosted consumer satisfaction by enhancing service timeliness and overall aftersales experience.
In terms of marketing strategy, TCL Air Conditioner responds to market demands with innovative features such as fresh air, gentle breeze, and smart connectivity, focusing on flagship products. Through extensive market research, TCL Air Conditioner has developed innovative flagship products tailored to meet the expectations of Filipino consumers, establishing a robust and differentiated product lineup. To engage closely with consumers, TCL Air Conditioner strategically prepares communication strategies for peak and promotional periods, showcasing brand influence and product technologies through roadshows featuring flagship BreezeIN products and launch events for the FreshIN2.0 series. These initiatives aim to drive sales conversions and enhance brand reputation among users.
Furthermore, TCL Air Conditioner has organized exhibitions highlighting renewed quality and technological innovations in terminal channels, uniformly presenting industry-leading features such as fresh air, gentle breeze, and quadruple filtration through creative demonstrations and rich visual materials. These efforts not only continually raise awareness among Filipino consumers but also bolster confidence among Philippine channel partners in TCL Air Conditioner.
In recent years, TCL Air Conditioner has accelerated its global expansion efforts. Tailoring its customer-centric approach to meet diverse global needs, TCL Air Conditioner has adeptly addressed consumer requirements in emerging markets across various scenarios, steadily increasing market share despite fierce global competition. Its robust growth in the Philippine market exemplifies the rapid advancement of its international trade initiatives.
For more details on TCL Air Conditioners, log on to https://www.tcl.com/ph/en.
