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Are New Premium TCL TV’s Set To Create Problems For Hisense?

TCL the TV Company that floats between being number two and number three in TV sales worldwide is set to expand their ranger of TVs in Australia, a move that could hurt Hisense who are still looking for a marketing manager and are desperately working to repair their relationship with Harvey Norman, after the Good Guys snared the Hisense licenced Toshiba TV range which in the past had been exclusive to Harvey Norman stores.TCL who was the first TV brand in the world to deliver Mini LED technology into their TV range are set to 5 series of TV’s spanning 17 models ranging size from 43” to a top end 85” 8K model that is set to take on both LG and Samsung in the premium TV market.

Recently LG and Samsung launched their versions of Mini LED TV’s which competes head on with LG’s OLED display offering.

The Company who are also set to manufacture the new Amazon TV and already manufacture the Ffalcon range of TV’s sold at JB Hi Fi will compete in both the 8K and 4K premium TV markets with their new range.

Already the #2 TV brand in the 320 million population US market, TCL has been a silent sleeper in the Australian TV market due to retailers being selective in which TCL models they range.

The Company also manufactures TCL smartphones and the Alcatel smartphones which combined makes them the #3 smartphone brand in Australia.

The business that is headquartered in Shenzhen China employs over 75,000 people spanning 28 R&D laboratories, 22 production sites and corporate head office.

Currently their products are available in over 160 countries, including Australia and New Zealand.

Insiders believe that a major opportunity opened up for TCL following the dumping by Hisense of Harvey Norman as the exclusive retailer of Toshiba TV’s.

Hisense secured the Toshiba brand in an effort to take on TCL in the US market where Hisense struggled under their own brand name.

The question now is whether Harvey Norman will start ranging the premium TCL range after only ranging the mid-range models in the past.

ChannelNews understands that Harvey Norman senior management who believe that they were “duded” by Hisense of the Toshiba TV brand have said that they will not make any decisions re the Hisense range while certain executives are still employed at the Chinese Company.

Another major retailer said, “TCL have a great range of premium TV’s what is needed is a major investment in marketing in Australia to educate consumers on the pedigree and quality of the brand”.

Among the new display technologies being introduced by TCL in their 2021/2022 range is OD Zero, or Optical Depth Zero.

This is technology that refers to the distance between the backlight and LCD display layer.

With TCL TVs the distance is Zero which is a first for the industry TCL claims.

Also coming is third-generation Mini-LED technology that revolutionises the size and performance of the LED lens, improving output and light uniformity. Several major brands are still using early generation Mini LED technology.

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