----Two Years’s Anniversary of TCL in Ecuador
Ecuador means "the equator" in Spanish. It is located on the northwest of South America, bordering with Colombia and Peru and facing the Pacific to the west. Covering an area of 25,637 square kilometers, Ecuador is a famous tourist country and one of the leading producers of coffee and tropical fruit. Cuenca is the third largest city and the home office of Client O of TCL.
O Company was established in the 1960’s. After three generations of more than 50 years of hard work, its operating income in 2011 reached $400 million. It is now the fifth largest company with business ranging from import, processing, logistics, to sales. Patricio, the General Manager of O Company, is among the first batch of "gold rush" businessmen to China from Ecuador. As early as 1980, Patricio had come to inland Chinese cities such as Chongqing and Nanjing to do trading in motorcycle and large machinery.
Outdoor TCL Advertising
During the past 30 years, Client O witnessed the fast economic development of China. Client O noticed the overseas business expansion of TCL and decided to become an agent for TCL to grow together with this promising Chinese company.
To enter into a strange market, a brand must do differentiation marketing and rapid product import so as to win the interest and recognition from the local consumers. In September 2011, Client O held three large-scale press conferences in Quito, Guayaquil, and Cuenca respectively to boost the name of TCL with a full line of TCL products including TV, air-conditioner, small home appliances, and lighting products. This marked the entering of TCL brand into Ecuador.
Upon winning the attention of the local consumers, TCL quickly presented its latest products to the market to lift its sales. From the narrow bezel TV5300, to 3D TV 6300, to Smart TV V7300, a series of TCL TV products quickly showed up on the Ecuador market.
TCL products booth
TCL advertising by escalator in a shopping mall
Client O had rich experience in working as agent for electronics products by Japanese and Korean companies. He is very good in grasping the timing and rhythm of marketing. Patricio once made the comment: "To sell home appliances is just like selling vegetables at early age. Only the fresh vegetable get the best price." So, in Ecuador, TCL is the first Chinese TV maker who provided smart TV soon after SAMSUNG, LG, and SONY. At the same time, Ecuador became the first market in Latin America region TCL supplied its smart TV.
Client O put due emphasis on both conventional channels and on-line promotion. Whenever there is a new arrival, Client O would put strong online and offline advertising in shopping malls and busy streets to cover all major cities. In October 2013 when TCL smart TV came, Client O put prime time TV commercials on Ecuavisa and Teleamazonas, two major national TV channels, and supplement with strong site advertising in stores. Such promotion filled local consumers with enough information about TCL products.
A dealers meeting
On October 25 and 26, TCL celebrated its 2nd anniversary in entering Ecuador. TCL held a dealers conference in Mall De Rio, the biggest international convention center in Quito. More than 200 retailers attended the conference. At the meeting, TCL presented a series of its latest products including 4K TV, 3D smart TV, and double-display-on-one-screen TV. Such function proved to be an effective way to further boost the name of TCL among the local business community. At the meeting, Client O held an awarding ceremony to award outstanding dealers in the year and issued his busy season sales promotion package. Dealers placed a total order of 8,600 TV sets at site. Of which, smart TV of 32-inch and above took up 48%. After the meeting, TCL received more orders for another 10,000 sets.
With two years hard efforts, TCL has gradually established in Ecuador and made considerable achievements in market share and brand name publicity. As of October 2013, TCL brand flat-panel TV has taken up more than 15% market share in Ecuador with a total sales of more than 60,000 sets. The total sales for the whole year is expected to reach 71,400 sets, becoming the third largest TV supplier on the local market. At the same time, Client O also introduced other TCL products into Ecuador, including communication products, and has established a closer and more comprehensive partnership with TCL to further consolidate and uplift the name of TCL.
Outstanding Dealers Award
With the growing publicity of TCL on the local market, the company plans to further boost its name taking full advantage of its successful sponsorship in Hollywood and to further lift its market share in Ecuador. Meanwhile TCL shall further improve its product quality to supply the local market with suitable sound products. TCL shall work closely with Client O to build TCL into a household name in Ecuador.
(By Li Yu and Chen Lei of TCL Multimedia OBC)