The highly anticipated global consumer electronics event, the Berlin International Consumer Electronics Show (IFA), is just around the corner. As the world's largest and most influential platform for consumer electronics and home appliances, IFA attracts global attention. In line with this, TCL, one of China's top three color TV manufacturers, held an unprecedented grand launch event in Berlin, Germany on August 31st. During the event, the new X6, C5, and P6 series TVs, all equipped with artificial intelligence systems, were unveiled to the world.
In his opening speech, Li Dongsheng, Chairman of TCL Group, highlighted that this year marks the seventh time TCL has participated in the IFA exhibition. Over the years, the TCL booth area has grown significantly, expanding from over 700 square meters in 2011 to more than 1,800 square meters today. Additionally, TCL Multimedia's global new product launch was held concurrently, showcasing exciting transformations not only for TCL but also reflecting the rise of the entire Chinese manufacturing industry on the international stage.
Chairman Li emphasized that the X/C/P product lines have successfully established themselves in the market, achieving precise product positioning and a comprehensive product concept. These series are designed to cater to diverse consumer needs effectively. The new product launch aims to introduce these series, particularly the X6, C5, and P6, from a global consumer market perspective. By delving deeper into consumer needs, the company seeks to meet those demands more precisely and position itself from a fresh angle.
At the press conference, Tiago Abreu, Senior Designer of TCL Multimedia, introduced the X6 XESS Private Theater, the latest addition to TCL's premium sub-brand XESS. This super flagship model combines artistic aesthetics, luxurious technology, and cinema-grade sound and picture technology.
To achieve cinematic quality effects, the X6 XESS Private Theater utilizes stable and reliable inorganic quantum dot materials, offering a high color gamut, vivid colors, and long-lasting performance. The X6 employs the Local Dimming 600 partitioned Galaxy multi-zone backlight control technology, with 1200 pure light sources precisely controlling brightness. This ensures excellent image quality while achieving an OD12 backlight distance breakthrough. The X6's thickness is only 24.8mm, compared to the industry standard of 30-50mm for multi-partitioned large-screen TVs. Whether displaying bright or dark details, the X6 excels. Furthermore, the X6 XESS Private Theater features Dolby Vision HDR technology, providing support for Dolby's most advanced cinemas worldwide. This technology enhances brightness, contrast, and color richness, redefining home TV experiences.
Sound quality is crucial for a TV to be considered a private cinema. The X6 uses Dolby Atmos, DTS:X sound technology, and Harman Kardon 7.1.4 sound, making it the world's first TV with a 12-channel sound system. Dolby Atmos creates an immersive listening experience, allowing sound to move around you in three-dimensional space, creating an engaging atmosphere.
In terms of design, the X6 XESS Private Theater embodies elegance and nobility, resembling a piece of family art. TCL seamlessly blends Eastern design philosophies with Western modern styles, resulting in a unique international design language. Inspired by nature and craftsmanship, the X6 features a glossy walnut finish and reddish-brown metal accents, blending technology and art seamlessly.
According to the "2017 Forbes China High-End Wealth Group Wealth White Paper," China's mid-to-high-end affluent population continues to grow steadily, reaching 14 million in 2017. These individuals value quality and technical content in their products. The X6, combining technology and art, offers world-class quality and an extraordinary visual experience, delivering top-tier living standards and exclusive enjoyment to global elites.
Besides the X6, TCL also unveiled the C5 Urban Blues TV and P6 Ultra Thin TV. The C5 Urban Blues TV caters to urban dwellers with distinct personalities and a passion for quality living. Its unique blue sky speaker grille and exclusive design reflect warmth and personality. The Q Picture Quality Engine enhances image quality, while Harman Kardon audio delivers a mellower sound experience.
The P6 Ultra Thin TV targets the 80s and 90s generation, embodying confidence, independence, and fashion. With a 4.8mm ultra-narrow frame and 7.9mm ultra-thin body, the P6 combines simplicity and elegance. The seamless one-piece molding process gives it a sleek appearance, while the meteorite-inspired design adds a touch of legend.
Regarding artificial intelligence, Tiago stated that TCL has already laid the groundwork. The X/C/P series are equipped with TCL's Artificial Intelligence T. Addressing user pain points such as painless interaction, inaccurate content acquisition, and disconnected smart devices, the AI TV uses far-field voice, robot vision, and smart sensors, enabling hands-free operation. AI T also helps users find desired content in one step and provides personalized recommendations. Collaborating with global internet resource providers like Google and Baidu, the AI T offers comprehensive, timely, and accurate big data resources.
Gong Jing, General Manager of Baidu's Secret Business Unit, noted that DuerOS, an AI-powered Android system, aims to export Baidu's resources and capabilities to industry partners, creating an ultimate voice interactive experience. DuerOS is thrilled to partner with TCL, representing a strategic alliance between AI and home appliance giants, transforming TV voice interactions and enhancing user experiences.
The global color TV market is accelerating its shift toward high-end, quality, and intelligent products. Traditional methods like homogenization and price wars are being abandoned. Mastering core technologies determines market leadership. As the leading brand of domestic quantum dot TVs, TCL consistently invests in technology, promoting advancements and applications. This has earned both market success and reputation. Additionally, TCL embraced AI technology, developing AI T to differentiate from similar products, offering personalized experiences through advanced interactive technologies.
As Chinese-made products gain higher quality ratings, Chinese brands' influence is rising. Today, TCL leads the way for big-country brands, gaining global recognition. From humble beginnings to becoming a top-three global player, TCL's success stems from continuous innovation, especially in high-end markets dominated by Japanese and Korean appliance companies. For instance, in North America, TCL has been recognized as the fastest-growing TV brand for three consecutive years. As one of the first Chinese tech brands to enter overseas markets, nearly half of TCL's revenue comes from outside China. Future plans include expanding operations in Europe, the U.S., Southeast Asia, India, Brazil, and Russia.
TCL's choice to host a new product launch in Germany, known for its high-quality manufacturing, demonstrates its confidence and strength as a "big-country brand." Under the guidance of companies like TCL, China's own brands will continue to release high-quality products and build more influential brands in the international market, showcasing vibrant growth.
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