TCL Electronics is targeting double-digit growth for its television segment by year-end in the Philippines despite domestic and global economic pressures, driven by its robust distribution network and strong online and retail market presence, according to its top official on Thursday.
“Right now, we are targeting to still close strongly at double digit — that’s our minimum goal,” Cyd Montebon, sales director for TCL Philippines, told BusinessWorld during a media roundtable in mixed English and Filipino.
“The growth is a combination of the distribution, the number of products we have. TCL is also still present in the majority of retailers and already very active online,” she also said.
Ms. Montebon said TCL’s growth is likely to outpace the overall domestic TV market, which is currently being challenged by both domestic and global economic pressures.
TCL’s robust domestic growth is also attributed to its earlier focus on larger, higher-value TVs, where sales have remained relatively steady despite the contraction in the overall TV market last year, unlike volume-driven segments, she said.
Between 2024 and 2025, Ms. Montebon said the local market dipped by double digits, but TCL still managed to post growth. Although the local market has already recovered with single-digit growth to date compared with last year, she added.
In terms of regional growth, the National Capital Region (NCR) remains steady, while the Visayas and Mindanao are posting rapid growth, the official said.
Product-wise, TCL’s TV volume sales are mainly driven by 40- to 54-inch TVs, as Filipinos have a greater preference for these sizes. TVs measuring 65 inches and above have also seen growth in the past few years.
The brand’s outlet base remains largely comprised of traditional retail stores, but online sales are seeing rapid growth.
“We will continue to maintain and strengthen that even while improving our online presence,” Ms. Montebon said.
Moving ahead, Peter Chen, TCL Philippines chief executive officer (CEO), said that the brand will continue to improve the experience of Filipinos by continuously integrating cutting-edge technologies into its televisions.
“We want TCL to be a continuous challenger of convention, in terms of what a TV can deliver and who can access that technology,” Mr. Chen said during the roundtable.
“The ambition is to establish TCL firmly as a technology leader in home entertainment, while continuing to make innovation accessible,” he added.
Mr. Chen said that TCL’s SQD-Mini LED, the brand’s flagship television, reflects this ambition, as it offers top-tier TV technologies while remaining competitive in pricing.
This advanced television display technology combines various technologies, such as high-density local dimming, quantum dot color enhancement, and a specialized color filter for high brightness and deep contrast. — Edg Adrian A. Eva
