TCL 65" 4K Ultra HD Android Smart TV, 65E17NUS
From Forbes magazine, out of the US
How A No-Name Chinese TV Brand Came To Dominate The Amazon Charts
If you’re not familiar with TCL, you’re not alone. The Chinese TV manufacturer has only been in the North American market since 2013, and has nowhere near the cultural cachet of its better-known competitors.
But despite this relative anonymity, TCL TV sets consistently sit at or near the very top of Amazon’s best-selling charts; regularly beating big-name brands such as Sony, Samsung, and Panasonic. As of this story's publication, the company's 32-inch model was the best-selling TV on Amazon, with other models sitting at numbers four and six.
To figure out how this (to put it bluntly) no-name brand has been able to sell so many sets, I spoke to Chris Larson, the vice president of sales and marketing for TCL of North America, who candidly laid out his company's playbook for rising up through the Amazon ranks.
The No-Baggage Brand
TCL’s recent entry into the North American market gave it a key advantage over legacy brands: It had a completely blank slate to define itself and its target market in anyway it wanted. “When we decided North America was worth a run, rather than buy or try to rent a brand, we put all our efforts into growing the TCL brand with the idea that, although there’s zero brand recognition, there’s also no baggage or negatives associated with it,” Larson says.
According to Larson, the company made sure to identify what the American consumer specifically looks for in TVs, and to position its brand to fill that slot. In this case, that meant making sets that were on the less-expensive side ("price conscious," as Larson puts it), but also had large screens and future-proofing frills such as 4K resolution—a type of content that is currently far more plentiful in the US than many other markets. To give a sense of how this plays out in production, the company's top-selling 32-inch model sells for NZ $231 on Amazon, while a just-released 55-inch 4K goes for NZ $690 — far less than similarly sized 4K models from other manufacturers.