![[Corporate Spotlight] What Kind of Company Is TCL, the Brand Dominating World Cup Advertising?](https://cphoto.asiae.co.kr/listimglink/1/2022112110184223756_1668993523.jpg)
"TCL. Watch the best."
On November 20 (local time), the advertising boards at Al Bayt Stadium, where the first group stage match of the Qatar World Cup was held, were filled with this phrase throughout the game. TCL, China's largest TV manufacturer and the world's third-largest TV brand after Samsung Electronics and LG Electronics, launched a massive advertising campaign.
The Big Three in the Global TV Market: Samsung, LG, and TCL
Although TCL is not widely recognized in South Korea, it holds a significant presence in the global market, including China, Europe, and the United States. According to market research firm Omnia, TCL's market share in the first half of this year was 8.7%, which is 1.3 percentage points higher than Japanese electronics company Sony's 7.4%.
TCL originated from the "Huiyang Electronics Industrial Company," founded in 1980 in Huizhou, China. In 1985, five years later, the company merged with home appliance manufacturer "TTK" and "TCL Electronics Equipment Co., Ltd.," forming the company as it exists today.
![[Corporate Spotlight] What Kind of Company Is TCL, the Brand Dominating World Cup Advertising?](https://cphoto.asiae.co.kr/listimglink/1/2022112110202723764_1668993628.jpg)
TCL is now attempting to enter the premium TV market dominated by Samsung Electronics and LG Electronics. Photo by Yonhap News
In its early years, TCL focused on "value-for-money products," and at one point, it even provided contract manufacturing for Samsung and LG's LCD display products. However, in 2020, TCL effectively took control of the LCD market by acquiring Samsung's Suzhou LCD factory in China.
TCL has also been making steady efforts to enter the high-end TV market, particularly in the LED segment, which has been dominated by Korean companies. At IFA 2022, Europe's largest IT exhibition held in Berlin this year, TCL drew attention by releasing a TV with performance comparable to Samsung's latest LED TV, but at just one-third of the price.
Chinese Companies Emerge as Major Players in Sports Marketing
With ambitions to dominate not only the mass-market TV segment but also the premium market, TCL has recently established itself as a major sponsor of major international sports events, becoming a key player in marketing as well.
![[Corporate Spotlight] What Kind of Company Is TCL, the Brand Dominating World Cup Advertising?](https://cphoto.asiae.co.kr/listimglink/1/2022112110255523777_1668993955.jpg)
Chinese conglomerates are actively sponsoring the World Cup through partnerships with the International Football Federation. Photo by Yonhap News
TCL is a global partner and sponsor of the International Basketball Association (FIBA), and recently, the company has appointed top players from prestigious European football clubs as "TCL Brand Ambassadors." At this Qatar World Cup, TCL has also secured a dominant share of advertising, further showcasing its strong presence.
Meanwhile, TCL is not the only Chinese company focused on boosting brand awareness through the Qatar World Cup. During the Qatar-Ecuador match on November 20, advertisements for Chinese pharmaceutical company Sinovac were also frequently displayed. State-owned Sinovac specializes in the development and manufacturing of infectious disease vaccines. Last year, it developed a COVID-19 vaccine that was approved by Chinese medical authorities, but controversy arose as its efficacy (65.9%) was found to be much lower than that of American and European vaccines, which had a prevention rate of 80-90%.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
