According to data from TRS, TCL Air Conditioner has been consistently rising to the top spot in the Philippine AC market for several consecutive quarters, dominating the subcategories of inverter, split, and large cooling capacity (over 2HP) ACs. Data shows that TCL Air Conditioner ranked first in the Philippine market from January to May this year, with a market share of 21.2%.
From January to May of this year, TCL Air Conditioners maintained a commanding overall market share of 21.2%. The brand’s success is further underscored by its specific category performances in the first quarter of 2024: a 22.4% market share in inverter ACs, 23.4% in split ACs, and an impressive 46.5% in large cooling capacity ACs (over 2HP).
According to the overseas business head of TCL Air Conditioner, the strong performance in the Philippine market epitomizes TCL’s remarkable breakthroughs in overseas AC markets. Under the guidance of the “Belt and Road” initiative and other state policies, TCL Air Conditioner has delved into emerging markets in Asia, Africa, and Latin America, achieving 39% growth in the first quarter of this year and bringing a year-on-year growth of over 30% in overseas markets.
TCL Air Conditioner has achieved its top market share in the Philippines
TCL Air Conditioner’s product strategy focuses on driving overall success by creating flagship products through technological innovation. In recent years, TCL has emphasized the fresh air AC subcategory, developing a product lineup that includes intelligent fresh air ACs, intelligent gentle breeze ACs, and intelligent energy-saving ACs, backed by an R&D team of over 1,000 members.
TCL Air Conditioner has launched products such as Free Match, AHU, and Whisper Window ACs for overseas markets, along with a full range of unitary and split ACs. Focusing on product and technological innovation has laid a solid foundation for high-speed growth. In the Philippines, flagship high-end series like Fresh Air, Gentle Breeze, and Whisper Window ACs have driven continuous growth in the medium—to high-end products segment, enhancing TCL’s influence in these segments.
TCL Air Conditioner focuses on strategic channel alliances in the Philippines, including national and regional chain stores and hypermarkets. While establishing a strong presence in online e-commerce channels, TCL Air Conditioner is energetically developing offline AC wholesale channels and professional HVAC engineering channels, covering model projects such as CEEC’s Kaliwa Dam and San Marcelino, POWERCHINA’s LGN, Davao MSU, and Divimart. This deep penetration into all channels has enabled rapid growth.
Philippine consumers highly recognize TCL Air Conditioner’s products, services, and marketing efforts.
Driving products, services, and marketing side by side is a key strategy for TCL Air Conditioner’s breakthroughs in the Philippine market. Fresh air ACs represent a new generation of ACs. In recent years, TCL Air Conditioner has developed the industry’s most powerful fresh air product lineup through constant innovation, leading the development of new-generation ACs. Notably, the FreshIN2.0 flagship air conditioner series launched in the Philippine market incorporates original breathable fresh air technology, making air conditioners truly “breathable” and generating fresh air. These core technologies have brought healthier, more natural, and fresher indoor air to Philippine consumers, becoming key to penetrating the medium- and high-end segments.
The complex market environment and geographic conditions of the Philippines, with its numerous islands, pose challenges to service improvement in the AC industry. To enhance service levels and aftersales experiences, TCL Air Conditioner has launched the “212 instant aftersales installation” service in the Philippines, ensuring a response within two hours, scheduling within one day, and door-to-door visits within two days. This has significantly improved consumer satisfaction and service timeliness.
Regarding marketing, TCL Air Conditioner meets market demand through innovative features such as fresh air, gentle breeze, and smart connectivity, focusing on flagship products. Through extensive market research, TCL Air Conditioner has created innovative flagship products expected by Philippine consumers and built a differentiated product lineup. To be closer to consumers, TCL Air Conditioner has strategically planned communication during peak and promotional periods, showcasing brand influence and product technologies through roadshows of BreezeIN flagship products and launch events for FreshIN2.0 products. These efforts promote sales conversion and build a strong reputation among users. Additionally, TCL Air Conditioner has organized quality and technological innovation exhibitions, making consumers aware of its industry-leading functional advantages through creative demonstration tools and rich visual materials. This approach not only improves recognition among Philippine consumers but also enhances the confidence of Philippine channel customers in TCL Air Conditioner.
In recent years, TCL Air Conditioner has accelerated its global expansion. Its customer-centric solution strategy, tailored to worldwide needs, has explored the consumer needs of emerging markets in various scenarios, increasing market shares despite fierce global competition. Its strong growth in the Philippine market epitomizes its rapid foreign trade development.
For more details on TCL Air Conditioners, visit TCL.
