In 35 years, it was a cycle for a company and even a country.
Thirty-five years ago, as one of China's first 13 joint ventures, TCL was established in Huizhou and created a whole world of television, mobile phones and home appliances. On September 28, 2016, TCL held a new product launch conference in Guangzhou and officially ushered in its 35th anniversary. At the press conference, TCL launched the high-end sub-brand XESS Chuangyi with a view to consuming and upgrading and deepening the need for international development. Its core value is “movement with quality and taste, bearing life†to meet the elite's excellence. XESS includes TCL’s most high-end products, among which TV products: X1, X2, and C2 are the flagship main forces, and both the audio and video quality and process design represent the highest level in the world and have successfully won the Chinese women’s volleyball coach Lang Ping’s. Endorsement.
"35 years of grinding a sword, ultimately prompting the advent of XESS, TCL's experience, is precisely the best microcosm of Chinese enterprises in 35 years." In the eyes of industry observers, TCL experienced 35 years from regional brands to global brands, from follow Foreign brands have even competed to compete on the same stage, and now the development course of the high-end sub-brand XESS has been launched. The process of Chinese industry from coarse to fine, from manufacturing to intellectual creation is exactly the same. He believes that XESS will open a second growth curve for the color TV market, and it will also provide a real-life reference case for how China's industry can achieve transformation and upgrading.
35 years of innovation and watch the explosion, XESS achievements an extraordinary legend
“XESS is a brand new high-end sub-brand that TCL has never forgotten, adheres to the spirit of craftsmanship, and consolidates the core essence of TCL's manufacturing.†Li Peiwen, General Manager of TCL Group Brand Management Center, introduced XESS as the leading multimedia flagship product, positioning it to meet the needs of elites. The pursuit of excellence is to create a smart life brand that covers multimedia, communications, and white electricity.
According to Zhang Shaoyong, general manager of TCL Multimedia Product Center, the XESS TV category brings together the essence of TCL Corporation's technology for 35 years, advocating quality, taste, bearing the touch of life, delivering technology leadership, high-end configuration, artistic design and personal taste. "On the XESS TV, you can find the original touch brought about by technological innovation, intelligent science and technology to simplify life, fully reflects the TCL 35 years of thinking about innovation and technology, watch the rejuvenation of the industry, is the TCL transformation upgrade The latest crystal."
If you study XESS TV carefully, it's not hard to find that it carries many of the best technologies that can be achieved today. Such as quantum dot display technology, color gamut coverage rate reached the industry's highest 110% NTSC, true reduction of natural colors on television. To know that the NTSC color gamut standard was proposed in 1931, the display industry had no technology to break the 100% ceiling for more than 80 years, but XESS did. In addition, the X1 uses 288 partitions, the Local Dimming partition backlighting technology with up to 1152 light emitting units in the industry, Dolby Vision, UHDA HDR technology, Dolby Vision, UHDA HDR technology, and the world's top luxury car standard Harman Caton audio. X2 uses Nordic minimalist design style, 7.9mm ultra-thin, no borders and other simple and simple style design, whether it is quality or taste, are impressive.
"XESS is the best return on TCL's insistence on technological innovation for 35 years," observers believe. It is reported that after 35 years of technology accumulation, TCL has become the only color TV company in the industry with the vertical integration of “LCD Panel-backlight module-machine manufacturing†and can independently control the core R&D, production, and sales. , has unique advantages in scientific research and innovation.
In the media interview after the conference, TCL introduced that it was jointly declared by the Zhejiang University, TCL, and other units, and was selected as a national key research and development plan for strategic advanced electronic materials, "QDs for luminescent display of key materials and devices" project Formally obtained by the state project, is a strong proof of TCL's strength.
It is worth noting that XESS is carefully crafted by over 40 top designers from 6 countries including China, Denmark, Argentina, New Zealand, Italy, and Portugal. This star-studded international design team reflects behind the tremendous advantages of the accelerated TCL internationalization process. According to the financial report from TCL Multimedia, from January to August this year, TCL's overseas LCD TV sales exceeded 6.63 million units, accounting for 54% of the total, and overseas accounted for the first in the industry. It can be seen that the first TCL to embark on the international stage has not only acquired a huge incremental space in the overseas market, but also succeeded in bringing the world's top design masters and design concepts into the bag and creating an XISA TV's extraordinary international taste.
"It is the deep skills that have been practiced in 35 years that have made XESS technology and design reach the highest point in the world at the same time." Observers are not shouting praise for XESS TV products. In his opinion, XESS completed the breakthrough of the high-end brands in China's color TV industry from 0 to 1, and actively and effectively explored the second front for the Chinese color TV industry, which was deeply involved in the fight in the Red Sea, and effectively demonstrated the watch industry and innovation. The ultimate reward is that it deserves applause from the industry.
Promote self-structural revolution, XESS injects "solid fuel" for industry development
"The emergence of XESS has filled the gaps in high-end sub-brands of color TVs and created a strong engine for TCL to enter the high-end market of color TVs and transform itself." Observers fully affirmed the significance of XESS release, pointing out that XESS is based on the rapidly rising elite in China. The user population has deep insights and implements targeted high-end product strategies.
Statistics from authoritative organizations show that at present, the number of middle class in China has exceeded the one hundred million mark, occupying a small number of elites, and it has contributed to a surprisingly high-end consumer ecosystem. For these elites, they pursue the quality and taste of life, pay attention to the details of the process experience, show their unique personal style and attitude, do not blindly follow the flow. As far as the industry is concerned, the XESS, which balances quality and taste, can directly attack the hearts of this group of people, and it is bound to set off a high-end television revolution with far-reaching impact.
“XESS is a very smart move for TCL. It not only effectively seizes the near-empty high-end market, but also lays a strategic plan for the future.†Observers point out that this impetuous social change is too fast and it is only for the purpose of doing a good job. More and more difficult, many companies are caught in the anxiety of sales or reputation, and XESS will take the lead in breaking the status quo. It may be a new “open star†in the industry.
Observers pointed out that the birth of XESS is not a simple pile of parts or technology, but the reintegration of TCL's internal forces. It is a self-revolution and structure of TCL over 35 years by co-ordinating the transformation effects brought by all the top resources. upgrade. XESS adheres to the promise of excellent quality in a great change, rejects all impetuousness, devotes itself to researching product technology only to achieve the best, and persists and exceeds the spirit of artisan, allowing XESS to quench high-end quality and lifestyle, and to achieve high quality. Perfect blend with high taste. This also continues TCL's consistent performance over the past 35 years.
From an observer's point of view, for TCL, XESS is far more than just a sub-brand. It is also building a brand-new high-end platform and becoming the main position for sprinting into the high-end market. He said that by setting up the XESS platform, TCL can give full play to the radiation effect, drive the entire Group's product technology research and development innovation, business level model and brand value as a whole move up, and then feed back the mother brand, improve the overall strength and brand value of TCL. XESS launched a structural revolution, as the same engine led the TCL to break the existing pattern. Not only that, the new platform can also bring tremendous help to the development of the industry, indicating a new direction for the industry.
At present, Chinese color TV companies mainly focus on the low-end market, and product homogeneity is serious. With the slowdown in the growth of the domestic market, competition is in a stalemate and profits have fallen, which will greatly damage the overall interests of China's color TV industry. Compared with the meager low-end market, the high-end market presents exactly the opposite situation: it is still an underdeveloped virgin land. Undoubtedly, the emergence of XESS will redirect the industry to the high-end market, leading the competition from the Red Sea to the Blue Ocean, and through product innovation and upgrading, it is expected to jointly harvest high-end market dividends.
“The birth of XESS high-end sub-brands is a self-awakening of the industry and an industry’s call for the return of craftsmen's spirit.†Industry insiders are generally optimistic about the future development of XESS and its leading and promoting role in the development of the industry, and believe that XESS will be like a side Flags, to achieve the quality of "ingenious" return, and lead the entire industry to move in a better direction. “The industry is once again at a crossroads. Choosing whether to go upwards or downwards is crucial. XESS may be able to shift the value of the industry upwards and open up a new window.â€
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