The Brazilian photovoltaic market is experiencing an increasingly sophisticated growth cycle, consolidating its position among the world's leading markets. Distributed generation (DG) accounts for more than two-thirds of installed capacity, driven primarily by residential and commercial systems.
It is within this context of expansion and increased complexity that TCL Solar is advancing in structuring its operations in the country, as part of a strategy that combines local presence with global guidelines.
Of the total sold by the company in 2025, approximately 90% were allocated to the distribution channel, while the remaining 10% served specific projects, such as larger power plants and R&D.
As part of this move, the company announced the arrival of Fernando Lemos as marketing manager in Brazil. The executive takes on the mission of structuring the area, focusing on demand generation, strengthening the brand, and preparing for the introduction of new products to the portfolio.
According to Lemos, the company's operations in Brazil are currently focused on strengthening its distribution network and expanding the brand's reach.
Structured commercial strategy and focus on demand generation.
TCL Solar already operates with partner distributors in Brazil, as part of a strategy that prioritizes capillarity and proximity to integrators throughout the country, who are key players in the advancement of distributed generation in Brazil.
The approach follows a clear logic of structured commercial strategy to consolidate channels with a long-term vision, generate qualified demand, and strengthen brand positioning.
“We are structuring a marketing machine in Brazil that is fully aligned with business generation. For us, marketing is not just about visibility; it's about generating demand and directly supporting brand growth together with our partners,” stated Lemos.
According to Lemos, this alignment between marketing and sales is especially relevant in Brazil, where distributed generation continues to be the main driver of growth in the sector.
Evolving portfolio
Diego Ribeiro, LATAM Technical Manager, explained that TCL already has a complete and diverse range of products and technologies, using N-Type TOPCon, Half-cut and Shingled cells; in addition to the new technology that includes high-efficiency BC (Back Contact) cells.
"These technologies are designed to meet the needs of all types of businesses and customers, from residential applications to utility-scale power plants," Ribeiro highlighted.
Brand, trust, and decision-making at the forefront.
Luiz Eduardo Sobreira, Country Manager of TCL Solar, also reinforced the brand's positioning in Brazil. Sobreira says that the company is betting on strengthening the brand as a strategic asset, relying on TCL's global recognition.
According to Sobreira, in a competitive and fragmented market, factors such as trust and brand perception gain relevance in consumers' decision-making.
“Our goal is to ensure that, when the integrator is in front of the client, TCL Solar is recognized as a solid and reliable brand. This positioning gains even more relevance in a very competitive scenario, in which differentiators such as financial capacity, reputation, quality and technical support become as important as price,” said Sobreira.
Global consolidation and economies of scale
Furthermore, TCL Solar has been expanding its international presence through strategic acquisitions and portfolio expansion. Recent moves, according to the company, include the incorporation of the Huansheng, Maxeon, and SunPower brands, as well as the acquisition of DAS Solar—initiatives that reinforce its performance in terms of scale and technology.
With this positioning, the company is already among the ten largest exporters of modules in China, according to data from... info link.
“With these moves, we see a consistent path to advance in the global ranking, with the potential to reach the Top 5 from 2026 onwards, driven by portfolio expansion, new channels and increased delivery volume. In this context, TCL Solar demonstrates a consistent strategy: local structuring, brand investment, strengthening of channels and leveraging global scale,” Lemos concluded.
TCL's entry into the Brazilian photovoltaic sector occurs within the context of the company's expansion in the country, where it already maintains industrial and logistical operations. Through the joint venture TCL SEMP, the company has a factory in Manaus, as well as administrative structures in São Paulo and a distribution center in Cajamar.
For the company, prior presence in the Brazilian market can facilitate operations in the renewable energy segment, allowing for closer relationships with customers, distribution channels, established operational support, as well as job creation and brand consolidation with the public.
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