The Indian TV market is hot at the moment with various players from all over the world trying to capture the consumers’ attention and also the arrival of the festive season. We all know that the Indian festive season is one the most extravagant in the world with it spanning over the period of 3 to 4 months generally. This year, the festivals have already started and the e-commerce platforms have played their biggest card already and that is the very famous and much-awaited big shopping days. The two largest players of the lot are Flipkart and Amazon. They have had held their big shopping days where they have sold millions of dollars of products especially in the electronics domain.
As one can see that the Indian e-commerce business thrives on the sale of electronics. The reason is the price advantage that the consumers get on the online platforms are much better than any of the offline platforms. Moreover, the risk of huge quality difference is very low as compared to other product sectors such as textiles, footwear and cosmetics. Interestingly, the online content that fosters the growth of the online e-commerce market is mainly through YouTube videos or website articles such as this one that helps the consumers get a clear picture of the product that they are about to order from their favourite online platform.
TV sales have seen a growth in recent years even with the growth in the sales of smartphones that have driven a huge population away from the TV platform and engaged them on their smartphones or Laptops for mainly the online content space ruled by the payers such as YouTube, Netflix, Amazon Prime and Hotstar.
Having said that, the TV industry has come back strong with the advent of smart TVs that can basically do what the Smartphones were doing with the ability to play the digital content after getting connected to the internet. Now, the technology savvy generation who cannot live without the trace of internet always by their side have started moving towards a better viewing experience with a bigger and better screen along with a better sound experience as well the comfort of sitting in their homes instead of sitting on a table chair or lying on their beds.
Talking of TVs, the Indian market is huge and the potential is also the largest in the world. The companies that have been present in the market for long have enjoyed kind of an oligopoly in the market for over 2 decades now. However, this is rapidly changing with the rise in the online sales of these electronics as we mentioned earlier as well as the advent of newer companies in the market that have challenged the traditional companies’ dominance. These newer companies have offered better value for money and convenience which is loved by the price-sensitive Indian consumer base.
Two very interesting players at the moment in the market and the part of our comparison are TCL and OnePlus. While TCL has been present in India for over a decade now, OnePlus, after its massive success in the smartphone industry has entered the TV industry just a few months ago.
TCL Growth in India
The proportion of TCL offline channels continued to rise, reaching 5.5% in July, ranking fifth in terms of stability, and only 0.8% in the fourth place.
It is worth noting that the top four brands have experienced a year-on-year and quarter-on-quarter decline in different degrees, but TCL continues to lead. In the medium and large size of 43 inches or more, the TCL line continues to rank in the top four of the TOP, accounting for 8.1% (GFK data). From January to July this year, TCL’s monthly growth was above double digits.
Change of channel providers – At present, in the Indian market, channels of large, medium and small scales have a strong willingness to cooperate with TCL. On the one hand, TCL’s three-year after-sales service has attracted many users, which is very tempting for the channel; on the other hand, it is a large-scale channel dealer who cooperates with TCL, has the guarantee of interest, and is low with some brands. The price impacts the market and reduces the interests of the channel providers. TCL allows the two parties to achieve a true win-win situation.
Speed of TCL’s own channels – The speed of TCL’s specialized stores is accelerating. Usually, a speciality store is a heavy asset. If there is not enough market capacity and sufficient confidence in the future, many companies are reluctant to open a speciality store.
TCL seems to be against the trend, mainly due to the rapid growth of TCL in the Indian market in recent years. Although the user base is not very large, TCL’s Indian users have a good feature. They are willing to share TCL’s experience with friends and family on social media or in life, which is a trust factor building by word of mouth. Consumers’ automatic communication is the biggest formation of trust for the TCL brand.
TCL 4K Enters India
In the TV industry, 4K is not far from the Indian market. Although the popularity of 4K in India is not very high at the moment mainly due to the high price, it cannot stop the high-income consumers’ enthusiasm for 4K content consumption.
Now, the Indian high-income consumers have set their sights on 4K AI-powered TVs. This is the consensus reached by the upper class and the normal state of their spending power and lifestyle. TCL, the global TV giant and its 4K Smart TV currently launched in India are widely acclaimed.
It is reported that TCL’s new generation of 4K smart TV launched in India, fully utilizing AI technology, can make consumers fully aware of the speed and convenience brought by AI. This AI TV has four distinctive features namely AI Image Quality Optimization, AI Sound Quality Optimization, AI Voice Interaction and AI Smart Home Control.
Smart homes are rising in China and are so is in the Indian market too. It is only after many experiences, the smart home appliances and smart electronics’ consumption will experience high sales in India.
For example, TCL’s 55-inch P8E 4K AI Android 9 TV has gained a lot of praise on the Amazon platform since it was launched in India. The TV uses voice search technology and is the first 4K AI TV in India with the Android 9 Pie version preinstalled.
TCL is also favoured by the Indian high-income consumers. The smart 4K TVs can be considered as the prime demand of these Indian families. Through AI-powered smart TVs, you can control the entire smart home by simply operating the TV through voice, give commands to the switch of electric lights, control other smart home appliances and truly experience the next generation of smart life.
Price Cut Makes TCL TVs Even More Value for Money Than It Already Was
Chinese electronics giant TCL has announced price cuts on its range of Smart TVs in India. The company has reduced the prices of its three Smart TVs in India as a part of festival sales and it is valid for both online and offline channels.
The first smart TV model from TCL getting price cut is the 40S62FS featuring a 40-inch Full HD display. The smart TV was initially launched at ₹17,990 and is now available for ₹14,999. The TV has a 60Hz panel and uses a dual-core processor. It comes loaded with apps such as Netflix and YouTube. The smart TV from TCL offers 16W sound output, supports Dolby Atmos, three HDMI ports and two USB ports.
Its latest Google-certified Smart TV, also getting price cut is TCL 65P8. The smart TV is available for ₹47,999 and it runs Android Pie TV edition. It comes with far-field technology for AI voice recognition and comes integrated with Netflix and YouTube. The TV also comes preloaded with apps such as Hotstar, YuppTV, Voot, AltBalaji, and others. The TV offers narrow bezels and comes with Dolby Audio support.
Last in line is the TCL 43P65US and it is now available for ₹20,990. This is among few smart TVs in the country to come with built-in Amazon Alexa support. There is a 43-inch 4K UHD display with a 60Hz refresh rate, support for HDR Pro and micro dimming technology. The TV produces 20W sound output and runs on a Linux-based operating system. It includes two HDMI ports and one USB port for connectivity.
OnePlus has positioned itself as a “flagship killer” in the Indian smartphone market and within a short period, it has managed to give tough competition to established brands. Now, the Chinese phone maker has chosen India as a grandstand for global audiences by leaping into a new product category by launching of smart TV.
OnePlus has launched two smart TVs — OnePlus TV Q1 Pro and OnePlus TV Q1 — but they differ only in terms of the sliding soundbar. While the former is priced at ₹99,900, the latter is priced at ₹69,900. Barring a critical feature or two, both the TVs are practically the same. Following is a brief review of the Pro model.
The Q1 Pro has a 55-inch 4K-resolution QLED screen that excels in terms of colour reproduction and offers good contrast levels when watching different kinds of content including 4K resolution, HDR10+ as well as Dolby Vision.
The TV also manages to deliver smooth visuals with super life-like content using MEMC (Motion Estimation, Motion Compensation). You get 12 view modes such as film, sports, animation to choose from to tweak the display settings best suited to your needs.
The Q1 Pro has a stylish and contemporary design. The television itself is very minimal with very thin bezels – barely noticeable in fact. The bottom bezel is a bit thicker and also houses the subtle OnePlus logo in the middle. A single physical button is found under the bottom edge on the right side of the TV, which simply turns the TV on or off.
The smart TV runs on Android TV 9.0 that gives access to built-in Google Assistant and Chromecast. But OnePlus has added its OxygenPlay service that gives cumulative content from apps like Zee5, Hungama Play and Eros Now. HotStar and Prime Video too come pre-installed (but no Netflix for now).
In the acoustics department, Q1 Pro produces fine audio output thanks to its dedicated soundbar that effortlessly glides from the bottom of the screen and lights up when you turn on the TV. This Dolby Atmos-powered soundbar that houses eight-speaker units with 50-watt output including four full-range speakers, two tweeters, and two woofers — can be used as an independent Bluetooth speaker system. The woofer system manages to deliver some good bass and the tweeters come in handy for the surround sound effect.
Among its apps, OnePlus provides a file manager for accessing local as well as files off a USB drive. The TV also has a feature, where you can use the TV as a Bluetooth speaker. If you have a OnePlus phone, the TV shows up directly as a notification to pair, similar to the Bullets Wireless. It’s a neat feature to have if you don’t have anything better sounding in the room.
The device comes with a smart remote with only eight keys and can be charged with a USB Type-C charger. One can also convert their phone into a TV remote with the OnePlus Connect app.
Overall in Q1 pro, you are getting a television with good design, good SDR performance, and good audio. The mobile app is also handy and offers a few more features than what we normally see in these apps. OnePlus TV Q1 Pro ticks off almost all the right boxes with its fantastic screen, good sound quality, and attractive design. But in this review of the OnePlus TV Q1 Pro, we also find that the price is a tad higher than what we expect from “flagship killer” and image quality does have its quirkiness.
OnePlus shows a lot of promise in the mid-range TV market in India. They have proved their worth in the Smartphone industry and the hopes are high for their foray in the TV market as well. However, when it comes to real competition and product advantage, TCL is way higher in the TV game. The company has been innovating with keeping the costs low as well.
TCL’s vast experience in the display panel manufacturing scene gives it a huge advantage over the newer OnePlus who have just entered the market. Moreover, TCl’s forte is TV whereas, OnePlus’s forte is smartphones and both these products are quite different. Expertise in one doesn’t necessarily mean expertise in other as well.
The Indian market has responded pretty well to TCL especially in the entry-level TV space where the cost is the most important deciding factor. OnePlus is a beginner and it needs to do a lot of catching up to even think of competition with TCL.