TCL Senior Executives Served Consumers in a Closer Way during Golden Week

TCL Senior Executives Served Consumers in a Closer Way during Golden Week

May 15th,2007

It is reported that each year's May Day Golden Week is not only a golden period for the sale of home appliances, but also the best time for appliance makers to learn the consumers' opinions. On the morning of May Day (May 1st), Li Dongsheng, the president of TCL Corporation, appeared in the Jinan Sanlian Home Appliances Mall.

Different from his usual "visit and inspect" routine, Mr. Li tool off his solemn suit and turned himself into a shopping guide dressed in work clothes. Working personally with the customers is a way to directly listen to their demands and collect their opinions about TCL products and after-market services, and also constitutes a concrete way to motivate and inspire employees.

It is said that along with the president, Li Dongsheng, some 20 senior executives of TCL Corporation also served as shopping guides, facing consumers in the most direct way by greeting them in their respective divisions, as frontline salespersons do.

Mr. Li expressed that the activity, named "listening to the voices from the frontline", will significantly help TCL to define the demands and needs of consumers and its customers and shape the operating direction for TCL by having direct dialogues with consumers, current customers and, in fact, the entire marketplace as well. The activity is helpful for both engaging the customers directly as well as enabling the enterprise to develop in a more targeted manner.

TCL carried out promotional activities with the theme "Get your Grand Slam of TCL products, Get your Tennis Gifts", which is the first event to take place since TCL signed the strategic partnership agreement with the China Women's Tennis Team this February. Li Dongsheng stated that tennis and sports marketing are important tactics for TCL currently. He held every confidence for the large promotional campaign conducted during Golden Week and was determined to win a great battle.

During the short two hours, Li Dongsheng had several passionate dialogues with consumers. He said that the TCL management team is genuinely interested in learning about the experiences of the end-user, completely aside from the promotional value of the campaign. By researching the consumers' demands and needs in depth, first-hand data can be acquired for the future development of business.

Over the course of two days, president Li appeared in the Sanyuan Home Appliances Shopping Malls in Tai'an, Sanlian, Suning, as well as the Wuxing Appliances Supermarkets and the Moping Agriculture Machine and Home Appliances Store in Yantai, for the purpose of soliciting feedback from and learning about the needs of the consumer.

It was learnt that sales of all TCL product lines were significantly greater during this May Day Golden Week compared with previous years. This year's "frontline campaign" was not the first for TCL senior executives. Over the last National Day Golden Week, Li Dongsheng spearheaded a record-breaking campaign to celebrate TCL's 25th Anniversary by having all his senior executives serve in the frontlines of their respective divisions. A solid precedent has now been established and it is expected that the "frontline campaign" will continue to be held over the course of all future peak seasons.