Group 1 - Hisense officially announced its sponsorship as a global partner for the 2026 FIFA World Cup, marking its third consecutive sponsorship after the 2018 and 2022 World Cups [1] - Midea Group has signed long-term cooperation agreements with FC Barcelona, with its logo to appear on the team's jerseys starting from the 2026/2027 season, reflecting a trend of increasing sponsorship in top international sports events [1] - The trend of major home appliance companies like TCL, Midea, and Hisense increasing their sponsorship in international sports events highlights the industry's need for brand premiumization and internationalization [1][2] Group 2 - Midea Group reported overseas revenue of 107.2 billion yuan in the first half of 2025, a year-on-year increase of 17.7%, with OBM revenue accounting for over 45% of its smart home business overseas [1] - Hisense's sponsorship of the 2025 FIFA Club World Cup aims to enhance its brand presence in five major overseas regions, contributing to a 70% overall revenue growth and a 156% increase in brand value since 2018 [2] - TCL has been involved in top-tier sports and entertainment IP for over 30 years, recently becoming a global partner of the Olympics, focusing on providing comprehensive support in smart terminal and display technology [3]

Core Insights - TCL's air conditioner sales surged by 1781% in Northeast China due to unprecedented high temperatures, highlighting the urgent consumer demand for cooling solutions [2][7] - The company achieved a remarkable 15-fold increase in installation capacity within a week, demonstrating its commitment to enhancing customer service [6][9] Group 1: Sales Performance - TCL's air conditioner sales in Northeast China experienced a dramatic increase of 1781% compared to the previous year, driven by extreme heat conditions [2] - As of mid-July, TCL successfully delivered over 15,000 air conditioning units in the region, showcasing its operational efficiency [7] Group 2: Service Response - In response to the surge in demand, TCL mobilized a national service team of 650 engineers across 12 cities, forming a "cooling special forces" team to ensure timely installations [4][6] - The company enhanced its installation capabilities, achieving a daily service volume that set new records, while ensuring that engineers were equipped with protective gear for high-temperature conditions [6] Group 3: Brand Recognition - User satisfaction and positive feedback on social media have reinforced TCL's brand reputation, with terms like "TCL speed" and "TCL reliable service" becoming common phrases among consumers [7] - Industry experts noted that the ability to deliver effective service during extreme weather conditions is a crucial competitive advantage for the brand [7][9] Group 4: Future Commitment - TCL is committed to providing "warm" home appliance services that enhance the quality of life for users, with a focus on maintaining customer-centric operations [9]