The sale of televisions lives a special year. Doubly symbolic, to be more specific. In the first place, it is the football year, on June 11 the EuroCup of Nations begins, and that always raises consumer spirits. It should also be noted that the pandemic has fueled interest in having a good team at home, the consumption of content is at maximum. Faced with this scenario, TD Systems has moved quickly.
Statistics rule. And the years in which there are sporting events, especially if they are football fans, the sale of televisions has a rebound. As if that were not enough, this year the Olympic Games are also expected and, as every year, the Tour de France (with a historical generation of cyclists). In this way, TV manufacturers know they will sell more. The leaders of the Spanish market, LG Y Samsung, they play with the wind in favor. Brand recognition leaves them in a relatively comfortable position.
Therefore, its competitors must step on the accelerator in this regard. Chinese brands have been at it for some time, and now it is TD Systems that is putting in a new speed. The manufacturer of Spanish origin has executed a series of movements with considerable notoriety in recent months. As a great standard has been the sponsorship -with ‘naming’ included- of the Vitoria basketball team. Thus, under the signature of TD Systems Baskonia, one of the most affectionate teams in Spain will fight to be in the final phase of the EuroLeague next April.
Also linked to the sports field, the Atlético de Madrid and TD Systems They reached an agreement last fall for the Spanish company to become the club’s new sponsor for the next two seasons. In this way, another endorsement to enhance that brand relevance before an essential year.
With regard to linear television content, TD Systems has been collaborating with Atresmedia for months in public relations campaigns with raffles and promotions that, on many occasions, are run through social networks. Again the objective seems to strengthen the brand in the face of a period that will be vital in the sale of televisions.
TD SYSTEMS IN THE FACE OF HARD COMPETENCE
TD Systems had a turnover of € 50.1 M in 2019, last year that it has presented before the commercial register, according to Insigth View. In terms of revenue volume, it is a small competitor to the big market giants such as LG or Samsung.
In fact, as MERCA2 has learned, these two brands of Asian origin currently represent between 60% -70% of the market share in Spain. The rest is distributed in a very atomized way by the rest of the manufacturers. In the case of TD Systems, it would be barely 5%. A figure that will surely have an important jump after the marketing campaigns that have been running since 2020. In addition, important promotional actions are being carried out; something that, despite reducing margins, always helps to sell.
A SECTOR WITH GOOD HEALTH
That TD Systems figures will go up is a reality. The impact of the pandemic generated by the coronavirus, at least in this sector, has had the opposite effect. Many people have felt the need to have a better TV due to the exponential increase in consumption.
Likewise, that the rise of series through platforms continues in good health, causes consumers to want to enjoy those experiences to the fullest. And if we add that movie theaters are penalized by covid, more incentives to buy good televisions.
On the other hand, contrary to what has happened with other consumer electronic equipment, such as laptops, there have been no problems in supply chains, and the pieces have been ready. Also due to the greater simplicity of its components. For this reason, the stock of TVs has always been active and the sale has been completely adjusted to the rhythm of demand.
With these letters, and the important commitment to marketing, TD Systems hopes to start something on the cake of television manufacturers to the giants of the sector. The next months until June will be key.
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