China's TCL establishes Korean subsidiary to compete with Samsung and LG in luxury strategy = Korean report

It has been announced that Chinese semiconductor and display manufacturer TCL Technology Group (TCL) has established a Korean corporation and has selected IT giant Naver as its official partner. child
Until now, the company had been importing and selling products in South Korea, but after establishing the company, it opened an online store using Naver's e-commerce (EC) site construction service ``Smart Store.'' style
The plan is to expand communication channels and points of contact with customers. TCL's main product is televisions. In the first half of this year, its global share reached 12.4% based on the number of units shipped, surpassing LG Electronics' share of 11.3%.
It is in 2nd place. In the global TV market, where nearly 100 million units are in circulation, the reason behind the company's aim to expand its share in the relatively small Korean market is to solidify its image as a luxury brand.
can be analyzed. The company has so far expanded its global market with a focus on medium- and low-priced TVs. However, if a Korean corporation is established and established in the market, manufacturers will follow Samsung Electronics and LG Electronics.
The company believes it will be able to spread awareness of the company as an equal competitor rather than a car, and it will also give it a high-class image. Regarding TCL's strategy, an industry official said, ``If we sell only mid- and low-priced products, we won't be able to make a profit.''
They have recently realized that there is a limit to how much they can increase profits, and have recently developed a strategy of upgrading. "Rather than expanding the scale of the company, it has a greater symbolic meaning of us getting serious about increasing our share in the luxury market."
are doing.