Insider Spotlight
Building on a strong 2025 performance, the brand is positioning innovation and engineering excellence as the foundation of its next growth phase.
Why it matters
As competition intensifies across consumer electronics and home appliances, TCL is moving beyond value-driven propositions.
The company is reshaping consumer perception by highlighting durability, advanced technology, and intuitive design—key factors that increasingly influence Filipino households upgrading to smarter, more connected homes.
Driving strategy
TCL’s approach centers on making advanced technology accessible while maintaining premium standards.
From QD-Mini LED televisions to intelligent air solutions and smart washing machines, the company is aligning product engineering with lifestyle-driven demand for seamless performance.
“We aim to deliver an elevated home entertainment experience through superior picture quality, outstanding sound quality, and seamless overall performance,” Charlie Huang, deputy product director of Brown line at TCL, said in a press release.
This philosophy extends beyond TVs. TCL is expanding its air conditioning business into commercial HVAC while sustaining momentum in residential solutions, backed by T-AI technology designed for efficiency and long-term reliability.
Zoom in
A key symbol of TCL’s engineering-led repositioning is the Super Drum C682 washing machine. The product reflects a deliberate shift toward high-durability and high-technology design, leveraging a 540mm drum, intelligent sensing, and smart controls to simplify daily use.
As senior product manager Eric Li described, the C682 is an “anchor product” meant to “recalibrate the consumer's perception” of TCL as a premium innovator rather than purely a value brand.
“Our Washing Machine business in the Philippines is projecting strong momentum, with an estimated 30 percent revenue growth in 2025. We are fully committed to this market, and will continue to enhance both our products and customer service aggressively,” Li said.
What’s next
Looking ahead to 2026, TCL plans major refreshes across categories, including refrigerators, alongside expanded post-purchase support.
The goal is a complete consumer journey—from purchase to years of ownership—defined by reliability, speed, and seamless service.
“We are now strategically focused and look forward to building on this momentum with even more exciting milestones in the coming year,” said Peter Chen, CEO of TCL Philippines. —Vanessa Hidalgo | Ed: Corrie S. Narisma
