The move aligns TCL’s global technology portfolio with Automatic Centre’s 70-year presence in the local appliance market, targeting stronger consumer engagement and in-store experience upgrades.
Why it matters
The collaboration underscores intensifying competition in the Philippines’ consumer electronics space, where brands are investing in physical retail experiences to complement online growth. By embedding its ecosystem in a legacy retailer, TCL aims to accelerate brand visibility and conversion.
In a press statement, TCL CEO Peter Chen said, “Joining forces with Automatic Centre is a milestone moment for TCL Philippines. We have immense respect for their 70-year standing as a pillar of the local appliance industry. Our goal is to infuse our latest technological breakthroughs in their Sheridan branch, and we couldn't be more excited to embark on this journey of innovation together.”
The big picture
The Sheridan launch features TCL’s lineup of smart TVs, air-conditioners, and home appliances, presented through guided in-store demonstrations. Executives from both companies positioned the space as a template for future rollouts.
“This partnership marks a transformative chapter for Automatic Centre Sheridan, and we are thrilled to usher in this new era of innovation. This debut is merely the first step in a larger vision; it is the beginning of a series of exciting milestones designed to redefine the appliance shopping experience for our loyal customers,” Automatic Centre marketing head Pearl Perlada said.
By the numbers
To support the launch, TCL introduced limited-time discounts across key categories, including televisions, refrigerators, and washing machines, with price cuts reaching more than half off select models.
What’s next
TCL signaled a broader pipeline of retail activations tied to the partnership, suggesting expansion beyond Mandaluyong.
“We are committed to introducing even greater technological innovations to the floors of Automatic Centre, ensuring our customers have access to the future of smart living. This launch is only the beginning; we have an exciting roadmap of developments in the coming days, so we invite everyone to stay tuned,” TCL retail manager Jay R. Calubaquib said. —Vanessa Hidalgo | Ed: Corrie S. Narisma
