TCL seeks transformation to explore intelligent entertainment services

In the past many years, because of the business of color TVs, mobile phones, etc., TCL almost does not need to consider the subdivision areas, and it can use technology to meet market demand. Today, faced with an era of Internet-induced change, TCL must not only understand technology, but also have the ability to define application scenarios, and can launch specific service plans before many of its peers.

For this reason, TCL repositioned. On April 8th, TCL Group Chairman Li Dongsheng disclosed to the Economic Observer that TCL Group has launched a new corporate positioning—globalized smart product manufacturing and Internet application service enterprise groups. This is different from previous positioning—global The scale of consumer electronics business groups means that TCL's business philosophy is undergoing fundamental changes. It is not only necessary to know what technologies need to be developed, but also to understand exactly what problems the technology will solve.

In order to locate the new position, Li Dongsheng said, "We must first adhere to industry, but at the same time we must comply with the development trend of the entire Internet to achieve a new business profit model."

Increase technological innovation

“In the display technology of color TVs, in the past few years, quality has been the world of the Japanese. In the end, the innovation success of the Korean Department in the display area has surpassed the Japanese system. But what is the next wave?” said Hao Yi, CEO of TCL Multimedia, “Next For users, Wave must be a revolution in color TV products and smart terminals based on the Internet."

In this regard, TCL has a "backyard" advantage. The profit of the Internet is the flow and the number of users. With a population of more than one billion in China, a simple application can instantly accumulate millions of users. This is an absolute advantage for Chinese home appliance companies. “Finding our position in this big wave and outlet is the place where TCL wants to break through.” Hao Yi said that if China’s general trend is used, the accumulation of smart Internet will rapidly expand and the technology and experience will be delivered to consumers as quickly as possible. In front of this, it is really an opportunity for Chinese companies to overtake the curve.


Referring to the repositioning of TCL, Hao Yi said, “From the transition from consumer Internet to Internet in the industry, the Internet has many opportunities and outlets, but there are also many bubbles. If you want to not fall, you must do it on the basis of industry. It's stronger."

In order to avoid becoming a "pig" that falls on the "tout", in Hao Yi's opinion, "TCL is an industrial company, not an imaginary company, and we are actively constructing products, hardware, and deeper technical cooperation. , strive to do more solid."

On April 8, TCL launched several new products in Shenzhen. Module TV E6800 released by TCL, through the free plug-in smart card to achieve personalized customization and accelerate iterative, and then achieve a breakthrough in the shape of the product around the living room screen. In addition, TCL also released the TV+QD Curved Surface TV H8800.

It is worth noting that OLED (Organic Electro-Optical Laser Display) is currently on the same platform as quantum dots. Recalling the CES in 2013 and 2014, OLEDs can be said to be an infinite landscape. Samsung, Sony, and LG have each launched their OLED products. The industry also generally regards OLEDs as the next-generation display technology.

However, under the same picture quality, quantum dots TV's energy-saving performance is expected to reach twice the OLED screen, and the luminous rate will increase by 30% to 40%.

It is the recognition of Quantum's many advantages that TCL executives visited the United States two years ago to visit QD Vision, the first company in the world to provide quantum dot products to the display and lighting market. After returning home, TCL immediately conducted joint research and development with QD Vision, enabling the quantum dot display technology and TV products to be truly integrated and achieving mass production.

In this way, TCL is preemptive and out of the industrial myth that “OLED is the only direction”, and will turn its attention to the global quantum display technology that shows the new direction of technology. In addition to forming a strategic alliance with QD Vision, TCL Multimedia also cooperated with Huaxing Optoelectronics to form the vertical integration capability of “liquid crystal module-LCD panel-total machine” in the whole industry chain.

It is worth noting that China Star Optoelectronics is expected to have a total investment of 64.9 billion yuan in panel production capacity. In the past nine consecutive quarters, the industry-wide efficiency indicators and profitability indicators have all taken the lead.

“The next step in the quantum dot work is how to make it more technical and cost-effective, popularize in small size, and further strengthen the cost structure.” Hao Yi said.

His confidence is that last year TCL applied for more than 2,900 patents and ranked third among Chinese companies.

"This laid the foundation for future TCL technology innovation. Innovation-driven development is to form more professional technologies and patents by increasing the investment in technology research and development. At the same time, in product innovation, smart and Internet application technologies are embedded in products." Li Dongsheng Say.

Develop application scenarios

It is not easy to make a new technology, but to meet some future demand, the challenge will be even greater. Now TCL needs to know not only what technologies need to be developed, but also what problems the technology is going to solve.

In Hao Yi's opinion, TCL Multimedia, as a leader in the transition of the TCL Group, has to transition from a traditional manufacturing enterprise to a global entertainment technology company. “We provide more products to reflect the status consumers want to achieve. In this state of entertainment, the technology we provide is for consumers to entertain.”

Today, TCL is not as lavishly talked about too much technology as it used to be, but it has introduced many application scenarios, including living room entertainment, health care, interactive video, etc., according to vertical and horizontal integration and horizontal ecosystem.



On April 8th, TCL announced full-scale cooperation with Tencent and future television in related fields such as video and games. In addition, TCL also announced that it will continue to enrich the game category with global manufacturers such as GAMELOFT and ATEN, and strive to develop parent-child and health games.

Video games are a new area after end games, page tours, and mobile games.

Lu Peng, vice president of Tencent Games, told reporters, "We have seen the next new trend - living room entertainment. We very much hope to enter a new round of expansion in the TV industry to bring more colorful experiences to our customers."

For the cooperation with TCL in video games, Lu Peng revealed that “we will jointly create a new video game platform and create a new era of ultimate experience in video games, and provide full complementarity and in-depth cooperation from content, manipulation, and hardware. ”

In addition to video games, TCL has also released the “Happy Doctor” application that integrates mobile and family scenarios. Relying on the real-time interaction and seamless docking technology of mobile smart devices and the living room's large screen, “Happy Doctor” can realize health habits detection, self-checking, online drug purchase, and electronic medical records, to meet personal and family telemedicine, Health care and other health care services.

The reporter was informed that TV's "happiness doctor" has not yet officially introduced to the market. By installing “Happy Doctor” software on the TV and installing a camera, individuals can achieve telemedicine. The launch of this service will promote TV sales. “At present, we are starting to work with our partners around the world to do the entire ecosystem. We already have sales of drugs on the cable. We can also measure blood sugar and blood pressure. Next we will cooperate with hospitals and other medical institutions. After that, we can realize the viewing of video and video. Medical services." TCL Communication COO Wang Jiyang said.

Today, TCL application scenarios include living room games, health management, and online education.


In order to open up multiple application scenarios, TCL complied with the trend of the Internet industry's core interactive technology model to convert from text to voice to video, and released the “Ketian Video Cloud Service” that enables real-time video interaction. Wang Jiyang revealed that in order to deploy this business, TCL spent four years.

With the increase of the broadband speed, many applications will be developed in the future. However, these terminal softwares still need to be redeveloped. It is ultimately necessary to use video technology as the core. "Ke Tian opened all the backgrounds. At the front desk, we will enter mobile phones, tablets, and televisions." Wang Jiyang said.

With real-time video interaction, TCL can intervene in the field of telemedicine and online education, providing consumers with remote point-to-point real-time information services, and providing commercial users with multi-party video conferencing, real-time data delivery, and other commercial cloud services.

With the adoption of multiple application scenarios, TCL's positioning transformation gradually began to take shape.

However, Hao Yi bluntly said, “On the surface, everyone saw rapid development. In fact, the challenges in the transformation process are not small.” He said that the experience in the transition process is that we must put new service businesses and traditions based on the Internet. Business separation. “We have made this smart Internet service and function a separate development space within the enterprise, including operational mechanisms, personnel deployment, reward and punishment mechanisms, and incentive mechanisms. Each aspect has its own unique aspect, so it can run smoothly. Form a healthy body circulation." Hao Yi said.

For the transition to the ground, Wang Jiyang claimed to protect the mechanism. “The TCL Group has a restructuring office. We have started to propose 10 key recommendations. It's not even the kind of thing we talk about and the office is playing with. We really put 10 Take out the items and report them every month."