Based on the ultimate audiovisual experience and aesthetic experience, it provides better content, better interactive experience, and more stable service to target users in different market segments. TV manufacturers are not only hardware manufacturers, but are able to give users Provide better time solutions to make users' family time better. 'TCL Group's senior vice president, TCL Multimedia CEO, Thunderbird chairman Wang Cheng said.
In the color TV industry from the 'hardware is king' gradually to the 'experience is king' stage, major brand manufacturers are exploring. But as the world's top three color TV companies TCL to consider this issue from a new perspective, especially Wang Cheng The innovative concept mentioned in the conference "the essence of TV manufacturers is the provider of user time plan" has aroused people's attention.
On March 6th, TCL's new spring conference in 2018 was held in Shanghai. The X5 Quantum Dot TV, the C6 new theatre TV, and the P5 ultra-thin new surface were collectively unveiled. After the meeting, many TCL executives accepted CCTV Inside the authoritative media interview, Wang Cheng explained in a simple way the re-thinking of TCL's development prospects in the new environment, new technologies, and new requirements.
Before the advent of Internet TV, for users, TV was a linear, passively accepting broadcast signal, presenting one-way transmission of broadcast content to hardware devices, and the frequency of interaction between users was lower. The rapid development of Internet intelligent technologies and infrastructure With continuous improvement, the TV product is not only a hardware device, but it also includes an intelligent system to enrich the mass of content and smart application services under a variety of home scenarios. Therefore, the nature of color TV manufacturers has been developed so far. Changes have also taken place, from traditional equipment manufacturing retailers to providers of user time plans, to providing users with higher quality content, services and television.
After decades of continuous development, China's color TV companies have finally met the market's brilliance. However, the continued in-depth Internet has caused a certain impact on the color TV market. Mobile phones, iPads and other mobile devices have distracted many users from their attention. , especially young users with a good reputation, let them return to the living room and return to television to become the voice of the company represented by TCL.
Compared to the TV market facing a complicated external environment and being caught in a short-term market predicament, the fragmentation of user time is becoming an important issue that should be studied in the long-term development of the TV industry. How to get users to return to the TV before Products have more user stickiness, which is both an opportunity and a challenge for every color TV manufacturer.
Wang Cheng announced detailed data on the operation of TCL TV content at this conference: From March 2016 to March 2017, the average daily boot time of TCL TV users was only 4.9 hours, which was achieved from March 2017 to March 2018 5.4 hours; the same period users online video viewing time reached 4.4 hours, an increase of 22%. This means that TCL daily active users watch an average of 2 movies online, or 4-5 episode TV series; TCL platform daily live rate of 58% , The average industry level is between 50% and 53%; the number of paying users exceeds 2 million.
Wang Cheng said: 'These data all prove that TCL TV as a time machine is creating more fun and good times for our users. But I personally think that this is only a beginning and TCL must provide high quality for its users. Content, services, user experience beyond expectations, audiovisual experience and beauty experience, that is, we want to be a better user time solution provider.
In this conference, Wang Cheng also announced a number of innovative measures to further improve the user time solution to allow users to better enjoy the good time spent at home. On the one hand, TCL developed '1+N+1' The content operation strategy, hand in hand Tencent video, a number of differentiated content providers and the South New Media, to create an Internet TV content service platform with 'more stable service, richer content, updated more timely, recommended more intimate'.
On the other hand, in Wang Cheng’s view, the “product lead” strategy proposed by TCL is still the absolute principle, and it is indispensable. The “leading product” needs to be established on the basis of 'technical leadership.' TCL through continuous innovation and investment, The quantum dot technology field has opened up and deep cultivation has achieved a lot of gratifying results, TCL QLED TV won the throne of No. 1 sales in the Chinese market for 16 consecutive weeks. At the same time, it strengthened AI technology to make it better for users to enjoy time. Wang Cheng stated at the press conference that TCL has actively built a user-centered AI open ecosystem platform. Through understanding, retrieval, and service enhancement, users can find what they need faster. People can find information and services. Simple; In addition, through face recognition technology, multi-modal user systems will be built to provide true personalized content recommendation capabilities, so that information and services can find people more accurately and create more value for users.
Of course, TCL will further strengthen its brand building. At the conference, TCL global brand spokesperson Ma Tianyu unveiled the scene and became the world's first user of the new X5 primary color quantum dot TV. In addition, TCL also signed with the international soccer superstar Neymar at the beginning of the year. The joining of the big star IP lineup will greatly enhance the influence of TCL's global brands. Wang Cheng also said that this year will continue to promote new styles of X5, C6, and P5 in different styles based on the different positioning of Xclusive, Cityline, and Popular three product lines. Communication activities. It can be seen that under this industry transformation, TCL seizes the opportunity to give full play to the leading role of the industry leaders, and fully demonstrates its ambition and strength accumulation.
TV is not only a change in hardware technology, but also a user time solution that integrates system, content, and extension services. As an industry leader brand, TCL, this conference's many innovative initiatives are like a stone falling on the lake. A wave of waves. Provide users with a better time solution, allowing users to enjoy every second of pleasant family time, This is not only the TCL always adhere to the goal of struggle, but should also be the industry's goal of persistent struggle.
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