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TV Market Shake Up As Soniq Goes After JB Hi Fi Customers

The TV market is set to see several changes this year according to sources with questions raised about the future for brands such as TCL, Toshiba and Hisense. Soniq is also looking to market  a multitude of new products to a database of JB Hi Fi customers.

Under pressure from TCL, Hisense who struggled to sell their 55″ OLED TV is believed to be pulling out of the OLED TV market due to ‘poor’ sales.

The move comes as Harvey Norman ranges TCL up against Hisense TV’s with one insiders telling ChannelNews that Harvey Norman was not happy at the success that JB Hi Fi were getting with the Hisense brand resulting in the Company now ranging TCL TV’s up against Hisense models.

TCL is also set to face problems with the Chinese Company set to roll out a new second brand that will be up to 30% cheaper than a TCL branded TV.

Observers claim that this TV brand that appears to have similar specs to TCL TV’s will “potentially cannibalise” sales of TCL branded TV’s in Australia.

Also, under pressure is Soniq who after being dumped by JB Hi Fi is now struggling to find a new retail partner to sell their house brand TV’s and other consumer electronic products.

ChannelNews understands that the Company who has been a partner of JB Hi Fi for more than 15 years, has built up a “sizeable” database of JB Hi Fi customers, who over the years has have registered their Soniq branded products with the Melbourne based Company.

Soniq insiders claim that management are now looking at mounting a major direct response marketing program aimed at JB Hi Fi customers.

In other moves Toshiba is facing an uncertain future with executives from Chinese Company Skyworth, the manufacturer of the Japanese branded TV’s telling ChannelNews that they want to launch a Skyworth branded TV in Australia and that they will stop manufacturing Toshiba TV’s after Hisense acquired the Toshiba TV naming rights.

The Toshiba brand is distributed by Powermove in Australia.

Recently former Harvey Norman executive Nigel Dent who quit Powermove last year has been reemployed to run the Adelaide based Company and is now looking at expanding their range of products in Australia. Dent was responsible in getting the Toshiba TV’s exclusively ranged at Harvey Norman.

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