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TCL電子(1070.HK)北美市場首發Mini Led新品 品牌高端化趨勢愈發凸顯
格隆匯 11-21 09:01

全球領先的智能電視品牌製造商TCL電子(1070.HK)近年在海外市場不斷取得突破,海外市場目前已經成為公司業務及業績增長貢獻最為重要的部分,另外公司國際化步伐亦有加快跡象。這裏面的成功因素一部分可歸結於公司多年累積形成的先發優勢,另一方面我們認為跟公司在產品創新、產品結構調整、渠道落地、本土化營銷策略等多維度的優勢密切相關。

根據公司公告所示,2019年上半年,海外地區的TCL品牌電視機銷售量同比增長49.8%至707萬台,在上半年品牌總銷量的佔比已達68.6%;對應的營業額亦同比上升32.5%至107.7億港元;得益於高端產品的增幅與產品結構的優化,2019年上半年,海外市場整體毛利率為15.1%,較上年同期提升1個百分點,其中大屏與高清的產品佔比得到了較大幅度提升,高端化特徵顯著。

根據權威諮詢機構NPD指出,TCL電子品牌電視機在北美市場的佔有率穩居前二位,與三星的差距已大幅縮小。NPD的最新數據顯示,2019年首三季度,TCL電子品牌電視機在美國的銷量市佔率同比提升3.3個百分點至16.5%,且在3月份和7月份,TCL均單月的銷量數據已經超越了三星,在美國市場銷量排名第一。

北美渠道首發大尺寸Mini Led TV,海外產品結構優化,渠道與品牌策略持續發力

據悉,10月初TCL電子在北美市場又迎來了新進展,其首發的高端產品Mini Led 8系列電視專供於Best Buy銷售,共有65英寸、75英寸兩個尺寸可選,分別售價2000美元和3000美元。此次公司同步加大在高端產品的佈局及加強在高端銷售渠道的銷售策略,我們認為有望進一步優化TCL電子在北美市場產品結構,持續增強公司在北美市場的綜合競爭能力和盈利能力。

目前,TCL電子在北美市場已經完全打通了六大銷售渠道,包括亞馬遜、沃爾瑪、Costco、Sams Club、Target及Best Buy的全美分店。在2017年完成覆蓋Best Buy之後,公司在北美市場的中高端渠道銷售佔比得到了明顯提升,渠道營銷能力再次上一個台階。

TCL電子在北美市場取得的成績,還歸功於其對“因地制宜”的本土化策略的堅持。例如,在北美知名影視作品、體育賽事和電視節目Ellen Show中持續品牌曝光;贊助Rose Bowl球場、冠名美國職業足球聯盟San Jose Earthquakes隊主場及4K Bar;冠名美國聖地亞哥大劇院——TCL好萊塢大劇院,並不斷結合IP和熱點話題進行推廣,比如上半年就策劃了復仇者聯盟4主演們在TCL大劇院舉行印手禮的品牌宣傳活動等。

得益於產品力的不斷提升,結合公司本土化營銷策略的持續落地,公司的中高端產品在北美市場獲得了本土專業的消費評選機構普遍認可與推薦,其TCL R6 2019系列截止目前已經斬獲多個獎項,其中包括Toms guide、Amazon、PCMAG.COM、Forbes、CNET、Digital Trends、Gamesradar+等評選出的最佳電視、最佳4K電視、最高性價比電視等多個獎項。

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