On the eve of the IFA exhibition in Berlin in 2018, TCL announced its performance in the first half of the year in 2018 and the development strategy of the world's major markets in the next stage. At the same time, it also launched the FIBA World Cup in 2019. Officially designated TV 8K QLED TV, X8 QLED TV, C7 curved full screen TV, XESS floating window full scene TV (Living Window) four new products, on the international stage to show the 'China Zhizhuang' strength and influence.
The new products with multiple arrows and bright eyes naturally attracted the attention and reports of major authoritative media at home and abroad including CCTV and Phoenix. After the conference, they were senior vice president of TCL Group, TCL Electronics CEO Wang Cheng; Vice President of TCL Group, TCL Electronics CFO and General Manager of China Business Department Wang Wei; General Manager of TCL Electronic Products Center and General Manager of Emerging Business Center and General Manager of Smart Home Business Center Zhang Shaoyong; General Manager of TCL Electronic R&D Center Chen Naijun; TCL Electronics Overseas Business Wu Jiyu, the general manager of the center, interviewed five senior TCL electronics executives, and discussed in depth the new markets, new strategies, new technologies, new products, new scenarios and other issues mentioned in the conference.
Two major paths help TCL global development into the harvest period
First of all, from the interim results announced at the press conference, I have to say that TCL Electronics’ mid-term results are very eye-catching among peers. Just as TCL Group’s senior vice president, TCL Electronics CEO Wang Cheng said in response to a reporter’s question, whether it is TCL has entered a new stage in terms of supply chain layout, capital and market investment, branding, team training, etc., or after years of cultivation and accumulation in globalization, TCL has gradually entered a harvest period.
"Cheng Cheng, Senior Vice President of TCL Group, TCL Electronics CEO"
Indeed, from the official data, TCL Electronics' LCD TV sales in the second quarter and the first half of 2018 reached the largest increase in the past five years. In the first half of the year, the total sales volume reached 13.17 million units, a year-on-year increase of 37.2%. Leading the industry. In the first half of 2018, TCL Electronics' global TV sales market share was 11.8%, ranking third.
In this transcript, the overseas market has become the main 'engine' of performance growth. Wu Jiyu, general manager of TCL Electronics Overseas Business Center, mentioned in the interview that through continuous optimization of product structure and product enhancement, the vertical integration of industrial chain With the advantages of integration, TCL has established a more obvious competitive advantage in overseas markets, driving sales in multiple regions to continue to increase significantly. For example, sales of LCD TVs in Europe have increased by 73.0% year-on-year, and sales in France, Spain, Poland and other markets. Strong rise. Mainly reflected in the adjustment of product structure, especially the large size of 55吋 and above accounted for 24%; 4K TV sets accounted for 34.9%. At the same time, Wu Jiyu also said that not only product structure, channel expansion is also the same Focus. As an extension of the offline market, TCL's online channels in overseas regions are expanding rapidly. Including Germany, the United Kingdom, Italy, Spain, Northern Europe and other countries and regions have already achieved online channel coverage, so they also set aside A more challenging new goal - to enter the top three in the European market in 2020.
"General Manager of TCL Electronics Overseas Business Center Wu Jiyu"
In contrast, TCL's performance in the domestic market has not fallen. The main performance is that the average selling price of LCD TVs in the Chinese market in the first half of the year decreased by 6.6% year-on-year, while the average selling price of TCL domestic market increased by 3.0% year-on-year; (Source: At the same time, TCL Electronics' semi-annual report showed that in the first half of the year, the company's LCD TV gross profit margin (excluding ODM business) in the Chinese market increased significantly by 1.4 percentage points year-on-year to 23.5%. TCL Group Vice President, TCL Electronics CFO and China Division General Manager Wang Wei pointed out that the key factor for TCL's growth in the domestic market is the success of adjusting the product structure and channel expansion strategy. At the same time, he also pointed out that thanks to TCL's Internet business platform, Thunderbird Technology is actively deepening the South. New media, Tencent and other companies' strategic cooperation, focusing on strengthening user operations, optimizing the 'product + content + service' system, and comprehensively improving the user experience, etc. In the first half of this year, TCL's Internet operation capability was enhanced, and revenue increased by 318.2% year-on-year. And realize the extension of income to overseas markets, which also brings more room for development for TCL.
" Vice President of TCL Group, CCL of TCL Electronics and General Manager of China Business Unit Wang Wei"
8K, AI, full scene layout, plus future development
The law of 'product is king' in the manufacturing industry is eternal. As the core competitiveness of TCL Electronics, whether it is to attack the overseas market by the wind or the waves, or to win the domestic market with great enthusiasm, the product strength is the key to TCL's electronic performance. In the TV industry, high-end products with technological advantages can gain greater brand premium and risk resistance.
The "new species" in the TV field that was previously released in China - XESS floating window full scene TV (Living Window) also officially met with foreign consumers at this IFA conference. It is called 'new species', on the one hand it With the breakthrough of four aesthetic appearances and multi-dimensional scene functions, consumers can choose the matching of products and home styles independently. Breaking the traditional practice of home TV background wall to set off TV, fully embodies TCL's strong industrial design ability and consumption. Demand starts to create the concept of 'new homeism' for users. Zhang Shaoyong, general manager of TCL Electronic Products Center and general manager of Emerging Business Center and general manager of Smart Home Business Center, said in an interview that Living Window was born out of insight into life. The aesthetics of consumers at home and abroad are different, but the pursuit of aesthetics is the same, and even become the main motivation of consumption. After having Living Window, the wall of the home does not need to be decorated too much. 365 paintings are also taken for users. A daily beauty experience will have a profound impact on lifestyle.
"General Manager of TCL Electronic Products Center and General Manager of Emerging Business Center and General Manager of Smart Home Business Center Zhang Shaoyong"
On the other hand, Zhang Shaoyong believes that the industry should define products from the scene, and combine products, scenarios and applications to realize products. All TCL products will be built from four aspects: technology, products, scenes and applications. Living Window As a large-screen smart speaker that is always on the line, it is also the terminal entrance of the AI+IoT smart home era, which will bring users full 24-hour companionship. In terms of scene definition, it surpasses the whole industry's understanding of TV. Most of the time, its identity is not a TV. It is a partner with emotions and temperature. It is a good assistant to provide convenience for life. It can also be a Chinese teacher, an art teacher, a music teacher, etc. So Zhang Shaoyong sums up: ' Scene birth products, product birth applications, applications change life. '
As we all know, the combination of AI and home appliance industry requires strong technical reserves, R&D investment and innovation ability support. When most domestic appliance companies still spend large sums to purchase foreign artificial intelligence technology and solutions, TCL has established its own technology. Reserve, and achieved a number of breakthroughs. According to Chen Naijun, general manager of TCL Electronics R&D Center, TCL artificial intelligence technology has realized the construction in the field of open architecture. On this basis, it will support TCL's smart products in addition to film and television, entertainment, Stars outside the point of identification, booking tickets, checking maps, checking paintings and other life-like service applications. In addition, AI technology breakthrough, also for the floating window full scene TV to achieve boot / shutdown seamless switching, and cross-border to become smart Home entrance, control of other home appliances, etc. It can be said that holding the core hardware entrance of smart TV, TCL will enjoy a unique advantage in the development of smart home market in the future, so TCL starts from the concept of AI+ full scene, will A great change in our future smart lifestyle.
"Chen Naijun, General Manager of TCL Electronics R&D Center"
At the same time, the 2019 FIBA basketball World Cup officially designated TV 8K QLED TV launched at this conference is one of the highlights of TCL's technological innovation and product strength. Chen Naijun revealed that in order to achieve 8K technology TCL has achieved a variety of technological breakthroughs: including the combination of 8K display technology produced by Huaxing Optoelectronics, 8K screen drive technology, 8K chip digital signal processing technology, and 4K to 8K through image quality processing + AI adjustment, even 2K to 8K technical breakthroughs, etc. Zhang Shaoyong also added that because of such technical reserves, TCL is ready to launch 8K products of different sizes including 65, 75, 85 at the end of the year, and will actively prepare in different markets overseas. The listing of 8K new products will surely bring a clearer and more realistic viewing experience to sports fans around the world.
Since the renaming of TCL Electronics, in addition to performance, product strength and other aspects, there are many signals for innovation and transformation, such as the development of smart AV, commercial display and smart home and other diversified businesses, to expand new profit growth points. Just like Wang Cheng At the next stage of the development strategy proposed by the conference, TCL will continue to take advantage of the advantages of industrial chain integration and global deployment, enhance the competitiveness of China's business, actively expand overseas markets, enhance product strength and Internet business capabilities, and deepen implementation. Diversified business layout and development strategy, promote international brand upgrade, and build an international electronics industry group. It is foreseeable that with the further development of these initiatives in the future, TCL Electronics will be expected to grow into a global “intelligence” field. Pearl!
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