This year, the TV market experienced a chilly winter. According to the statistics of Orville Cloud, in the first half of 2017, TV sales decreased by 11% year-on-year. The prices of panels and components have risen, but the average selling price has fallen, and the price war is not a long-term solution. Each brand has sought to find a way to increase the added value and hard power of its products. Recently, the TCL Group released its third quarterly report in 2017 showing that the average price of TCL smart TV sales increased by 19.3%, and that of smart TV sales was 10.24 million, a year-on-year increase of 27.8%. Sales of high-end products such as quantum dots, curved surfaces, 4K and large screens continued to increase. The author can not help but question why TCL TV can still maintain an upward trend if the market is not doing well.
From October 30 to 31, TCL Coolwell Technology invited many media reporters from all over the country and TCL iron powder users to join the Open Day, taking the development, production, sales, and service of the television industry chain as the entry point to the media and The user shows how TCL is able to create the ultimate experience for users by integrating upstream and downstream companies and upgrading the industrial structure, and firmly grasping TV's innovative R&D, intelligent manufacturing, and personalized services.
Upstream and downstream strategic resource integration, the birth of a TV
The birth of a television is first of all about R&D, production and assembly. Every step is inseparable from the spirit of excellence and continuous innovation in scientific research and technology. According to statistics, as of the third quarter of 2017, TCL Group has 23 R&D centers and more than 7,000 R&D personnel worldwide. It has applied for 29,577 Chinese patents, 7,124 U.S. patents, and 8,188 PCT patents, including Chinese patents. There were 12,640 authorizations, and 2,174 US patents were authorized, ranking the top in the industry in the number of patents. Huaxing Optoelectronics, which is mainly engaged in the research, development, production and sales of semiconductor display panels, ranked fourth in the number of international applications for PCT (patent cooperation agreements) among domestic enterprises in 2016, ranking 16th in the world; in the period 2015-2016, US corporate patents were authorized Rank TOP100 ranked among the top three Chinese companies.
At present, the competition in the domestic color TV industry is intensifying, and the profit and loss of color TV manufacturers has a strong correlation with panel price fluctuations. As the only enterprise in China that has realized the integrated manufacturing capability of the “screen-core-terminal†television industry chain, TCL has enhanced its control over the upstream panel industry through China Star Optoelectronics and has formed strong support for its color TV business.
Adhering to the "industrial" TCL, its core technologies such as surface, quantum dots, sound quality and artificial intelligence have achieved industry-leading technology and manufacturing processes are at the leading position in the world. Its self-built LCD industry park can achieve a total of 1260 years of assembly. Million Taiwan, not only large-scale, in the production and assembly line also reached the level of international quality standards. With the support of the “One Belt and One Road†policy, Poland's nesting of materials from sea to railroads has saved 15% in logistics costs, further reducing product cost pressures.
From sales to on-site service, the opening of a quality life
Products from the factory to the hands of consumers must be sold. TCL Cool Friends Technology as TCL's O2O platform, picked up the banner of TCL online sales. This Internet company, whose average age is only 27 years old, has assumed the responsibility of transforming TCL's Internet. It is mainly responsible for TCL Group's various industries such as user operations, e-commerce sales, and customer service. In 2016, TCL Coolfox Technology created a sales volume of RMB 6 billion in the year and sales of RMB 1 billion during the double 11 months. In the mid-2006 promotion in 618, it achieved a total sales of 1.2 billion yuan, an increase of 90% over the previous year. In the upcoming Double 11th shopping festival, TCL Coolfox Technology has been poised to make a full commitment to 13 Billion sales target breakthrough.
In terms of logistics and services, TCL Coolfox also has a precise deployment. Citigroup partnered with South Korea's CJ Group to undertake diversified logistics services, including distribution logistics, e-commerce logistics, supply chain logistics total solutions and international cargo transportation agents; its logistics warehouse covers more than 40 cities in China, covering an area of With 2 million square meters, it is committed to becoming a leading provider of integrated logistics solutions.
It is very home to provide users with many types of service programs, including the provision of home appliances, digital, water and electricity products such as cleaning, installation, and enjoy maintenance, recycling, extended warranty and other services. Allowing users to stay at home, they can enjoy the full range of home appliances. Since its launch in the market, its home appliance cleaning business has gained high-quality reputations such as “user first rate†and “order growth rate†on multiple Internet platforms such as the US Mission and the Public Comment.
Improve the industrial layout and expand the brand strength of big countries
Faced with overcapacity and the pressure of globalization expansion, TV companies must make long-term plans for future industrial layout and industrial development. As far as TCL is concerned, it is constantly enhancing multi-dimensional preparations: on the R&D side, the exploration of manufacturing processes and artificial intelligence are constantly advancing; on the production side, standardization of production is practiced to ensure product quality; on the sales side, users are As the center, ensure high cost-effectiveness; on the service side, build a closed-loop service, eliminating the need for users to worry about.
As an internationalized company, TCL uses its products as a bridge to transform its leading technology and sophisticated craftsmanship into quality living guarantees for thousands of households. It adapts to the trend of consumer upgrades and gives users the ultimate product experience. The TCL Coolfriend Technology chose to hold an open day in the early double 11s to link the whole industry, let more consumers know the brand through the media and user channels, and further feel the persistence and responsibility of the big country brand TCL, and also enhance the user’s brand. Trust.