RIO DE JANEIRO, May 22 (Xinhua) -- Chinese smart TV manufacturer TCL Corporation is a laudable partner that has brought Brazil cutting-edge expertise and technology, Ricardo dos Santos Freitas, CEO of SEMP TCL, a joint venture between TCL and Brazil's biggest TV producer SEMP.
SEMP is the world's fifth largest manufacturer of LCD panels and TCL is the third largest manufacturer of televisions. They hold 60 percent and 40 percent of SEMP TCL's shares respectively.
In an interview with Xinhua, Freitas highlighted the importance of the partnership.
TCL was chosen "not only for being the greatest company with presence in several segments of our market, but for having a strong and solid structure for administration," he said, adding TCL's expertise will help advance their market presence, with some adaptation to the local market.
"Chinese technology shows how fast it can develop its products, with excellent resources, material cost and productive process way more competitive, associated to the high quality of its products." Freitas said.
"With 75 years in Brazil, SEMP knows the Brazilian market very well. The goal is to adapt TCL products to local consumers," he said.
"Brazil will come back to development stage it was at four years ago ... Our challenge is to have agility to follow technological and consumer behavior changes," the CEO added.
With a whole new positioning in 2017, SEMP TCL is now putting new products on Smart TVs and home appliances on the Brazilian market.
Launching the global campaign Inspiring Bonding Moments, the company also signed a partnership with soccer player Lucas Lima during Brazilian Championship.
SEMP is celebrating its 75th anniversary in June and the partnership with Chinese giant TCL promises to be highly beneficial to both parties, he added.
