The TV market has grown a lot in the last year, thanks to lockdown and the thrust due to the announced switch off of digital terrestrial: the Italian one saw a growth of 35% in the first half of 2021, reiterating the high numbers already seen in 2020.
And among the brands that have benefited from this new reality there is Tp Vision, which has been growing steadily for 4 years and that has proposed, particularly in the OLED TV segment, extremely versatile products with one of the best visual results. All the novelties were presented in a streaming event that also had moments of particular interest (such as the presentation in the historic British recording studios of Abbey Road of the new to Bowers & Wilkins), as when the new Oled Tv +986 and +936 were unveiled, which have just won the Eisa Home Theater Tv Award.
They are high-end TVs, with exclusive features such as the Ambilight and the presence of the P5 processor with Dual Vision artificial intelligence and the Film Detection function, to automatically select the best viewing mode depending on the films. And also in the audio field, some interesting news should be reported, such as the Fidelio T1 earphones, which have a top-class audio performance, autonomy up to 9 hours, excellent noise cancellation and Bluetooth 5.2.
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But in the presentation it was the numbers that made the show: in the last 4 years, Tp Vision has recorded an increase in revenues in value equal to 40%, with unchanged profitability compared to a growth in market share; sales in the first 6 months of 2021 recorded a growth of 46% in the TV and Sound field, with an increase in OLED TVs by 72%, with sales doubled compared to 2020, and a growth in the Performance Series of 15%. Results that, according to Paolo Vecera, business & marketing manager Philips TV & Sound for Italy, Greece, Malta and Cyprus of Tp Vision Italia, will be confirmed again in this second part of the year: “The two Philips licenses, one TV and one sound – he told us – make Tp Vision a company of excellence, we are among the leaders in the television market, we are among the top 3 of the European market, and already next year we want to be in the top 5 among the sound brands. We work in a variegated and difficult market, but our vision is that of a company that moves alongside the consumer, we operate in an absolutely lifestyle environment, we want to reach the consumer by offering all-round entertainment “.
What happened with the pandemic caught you in the middle of a business transformation – was it an advantage or a disadvantage?
“We can say we were ready, but you are never 100% ready, we must know how to seize opportunities when they arise, even if they were not foreseen or foreseeable. We were lucky because we had the right products and mentality, for some time we had seen the changes taking place, the television as the center of the home and everything that can be enjoyed outside of work. And what happened with it smart working he found us prepared and ready to respond to the new needs of families. The direction was that, clear and crystalline, both for the televisions and for the audio. Let’s say that these last two years have allowed us to speed up some processes and enrich our corporate vision “.
Having the Philips brand has allowed you an important acceleration, which perhaps with the Tp Vision brand you would not have had …
“Certainly getting products that have a well-known, appreciated and familiar brand onto the market is a considerable advantage, to do it would not be convenient for us to release products with the Tp Vision brand. But Tp Vision Europe is a new company, which is a leader in the field of technologies and which can always bring its own brand to the market. For now we have made a clear choice, what interests us is to differentiate ourselves, even with small brands that allow us to get out of the competitive brawl that exists “.
So, for example, are you interested in the trend of new stores dedicated to the return of high fidelity?
“It is certainly interesting, in Italy it is not possible to sell in classic shops, for example, a Fidelio headset, you hardly get it in a technological department store, for purchases of this type you seek greater attention, assistance to the sale. Fidelio is a market niche and will remain so, in our opinion there will not be such an important acceleration. But for us, finding niches and deepening the market, in order not to trivialize the product, is important. The brand guarantees quality, a careful choice of materials, wearability, and is aimed at a particular audience. We entered audio in small steps, to work well we must invest in marketing, on the points of sale, allowing the creation of projects for people who can enjoy an experience that presents the product well to the end user. We have a median position that makes us special, in high fidelity stores we are a low-end brand, for large retailers we have a very high price and they don’t put us on the shelf, but the potential we have is enormous and therefore, taking one step at a time, we will move down this path and try to make everyone understand what we do ”.
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So what are Tp Vision’s prospects for the future?
“In the company we joke that we are experiencing a happy problem situation. We are doing well, we have a very strong bottom-up drive, we are climbing rankings in Europe, we have grown in revenues, in profitability, in sales levels. And I see a very important end of the year for the TV market: we will grow in double figures, more than 40% compared to last year and we will continue. The bonus week has allowed the market to triple, it won’t happen again, but between ups and downs we will have an interesting Q4. The renovation was necessary, that of the televisions in the houses was an old car park and the interest of families in having a single center for home entertainment it has grown a lot, together with that for home automation which for many always starts from the television. In the end we will have an exciting 2021 and, why not? Maybe even a similar 2022 ”.
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