Last week, the annual consumer electronics world show --CES exhibition came to an end.With the color TV enterprises as the representative of China's home appliance brands become the protagonist of this science and technology show.With the CES ended, the new year worldwide 'Wrestling' will also begin, color TV companies usher in a new journey of globalization.
High-end products showcase into the mainstream
As one of the products that represent the highest display level in the industry, the TCLX6 XESS private cinema uses a new primary color quantum dot display technology with high color gamut, high color capacity, pure chromatic purity and long color. With the Q-quality engine and Du DolbyVision? HDR technology, breaking the traditional image quality of the show, showing the great potential of future display technology, won the CES2018 Innovation Award in one fell swoop.
In addition to the X series, TCLP series and C series of cutting-edge products are also unveiled at this show, and artificial intelligence on the software identification control, has also become an important reason for the audience to get involved.
In addition, Skyworth, another domestic color TV giant, demonstrated its self-developed AI-quality chips to users worldwide at the show, including core technologies such as Precision Smoothing, Dynamic Target Remodeling and Super 4K Supplement. Chip through the use of AI technology for image object search, recognition and reconstruction, which accurately enhance the image quality, at the same time, Wallpaper Series 65W9, 77W8 and other products, including Skyworth OLED TV is also fully unveiled, focusing on the show AI + OLED Skyworth products.
TCL, Skyworth and other high-end products brought 'cluster' shows only the overseas exhibition, a microcosm of China's home appliance product display strategy in the main CES Pavilion, as well as Konka, Hisense, Changhong, bringing Chinese appliances The most cutting-edge products, becoming the protagonist of CES exhibition, a huge momentum.
For CES show, China's household electrical appliance enterprises exhibiting strategies and product choices, veteran insiders told reporters that, first, the high-end products to become the absolute protagonist.Second, the high-end products are not conceptual, but mostly mature floor products. Current overseas Exhibition, the Chinese home appliance enterprises focus on reflecting the products already listed in overseas markets, the concept show is no longer the main force.
Break through North America and other developed markets
At CES, US carrier giant AT & T will announce a partnership with Huawei for the sale of Huawei handsets, but this seemingly nailed partnership has changed at the last moment - AT & T abandoned the partnership and did not show up with Huawei.
'Huawei's mobile phone can not enter the U.S. carrier network and is a major loss for Huawei and a loss for operators and a loss for U.S. consumers.' At this year's CES, Huawei's chief executive officer Yu Chengdong delivered a 'temporary speech' In, revealed helplessness.
In 2016, Huawei announced a high profile to leveraging the U.S. market and Huawei prepared for a year in cooperation with AT & T. Why Huawei so valued the U.S. market? In response, Sun Yan Biao, the president of the first mobile phone industry research institute, wants to become an international brand, It must occupy the developed countries. The population of the United States is the largest in the developed countries. And as the high-end market, the United States has a strong per capita consumption power. Although Samsung and Apple have seen their market share in China fall in recent years, Smartphone market, Samsung, Apple is still the world's top two mobile phone brands.
As analyzed by Sun Yat-Biao, after more than 10 years of overseas market expansion, China's color TV enterprises will also seize more developed markets such as North America as the future focus, but compared to Huawei Huawei crashed out, these two Chinese color TV enterprises Years in the North American market has indeed achieved remarkable results.
TCL Multimedia Technology Holdings Limited last year, TV sales data show that TCL multimedia sales to achieve the strongest growth in five years last year, TCL North America market annual sales increased by 131.5%.
Data show that TCL Multimedia's total LCD TV sales in 2017 increased by 16.4% over the same period of last year to 23231141 units, of which, the sales volume of smart TVs and 4K TVs were 15,094,106 sets and 4,804,951 sets respectively, up 42.5% YoY and 45.9%, achieving the strongest growth in five years and surpassing the full-year sales target of 22 million units.
It is worth noting that in the overseas market, TCL's LCD TV sales in the fourth quarter of 2017 increased by 44.7% YoY and 33.5% YoY to 3,999,520 sets and 1,406,756 sets respectively, of which outstanding performance in the North American market accumulated in 2017 Sales volume increased 131.5% YoY to double the growth.
In this regard, TCL North American market leader Mao Chu-wen said that TCL's path of development in North America, blundering, North American market in 2020, the second goal of this just around the corner.
In 2016, TCL Television entered more than 10,000 stores in North America and sold almost 2 million units, nearly doubling the number of TV stations in North America in 2015. As the fastest-growing television brand in North America, TCL Television is one of the largest online e-commerce companies in North America , TCL has become the second television brand after Samsung sold the second, and as of the end of November last year, according to HIS statistics, TCL has surpassed Sony and Sharp, ranking fourth in North American color TV sales.
With the success of TCL, more and more Chinese color TV enterprises, including Hisense and Skyworth, are emerging in the streets and lanes of such developed regions as North America.
Brand image output has become the new focus
After years in North America of cultivating a certain segment of the commercial screen, Skyworth decided to expand its territory to enter the personal consumer market in North America.
Last year, Skyworth set up a company in North America.At CES show, Skyworth responsible person disclosed to reporters, Skyworth has negotiated with a number of channels, for the product 'paving the way.' We will launch a more high-end products, pricing year on year competing products Nor will we be low, as a latecomer, we do not want to establish a low-cost low-end brand image from the very beginning. "While interviewed by Nanfang Daily at CES, Li Dongsheng, the chairman of TCL Group, directly said that under the North American market An important goal of the first phase is to continue to enhance the brand image. "I suggest that my team invest more in the North American market to continue its efforts to enhance the brand image in North America."
For the layout of TCL in the field of high-end television, TCL Group Vice President Thin next step further analysis to reporters, high-end brand is very important, and now the entire Japanese brand in the shrinking, freeing up some of the market. 'I think the Japanese brand first decadent price Space, brand space occupy, the next step to challenge the two forward.
China Electronic Chamber of Commerce expert Liu Yufeng once analyzed: a huge 'update climax' has come, China's higher income groups in the update of color TV or newly added color TV, the preferred consideration is high-end large-size TV. High-end large-size TV will trigger China TV companies ranked new changes in the state, the core technology companies will certainly be a new round of market baptism become a leader.
This situation, the next round of overseas expansion, it is even more important.Reporters visited a number of color TV enterprises understand that the future, to enter the markets such as Europe, Japan, may enter the North American market than the more face the challenge, but This is also the only way for Chinese color TV enterprises to become international famous brands.Unlike the early years of expansion, excellent brand image output will become the top priority for the next global strategic choice when marching into these developed regions.