Accelerating Innovation Engine Decryption of TCL High-end Sub-brand XESS

On September 28th, TCl held a new product launch conference in autumn in Guangzhou. TCL XESS, a high-end subsidiary brand of TCL, and its series products were officially unveiled. XESS Chuangyi is a high-end subsidiary brand that has accumulated TCL's 35 years of science and technology, and reflects TCL's perseverance in constantly surpassing the spirit of breakthrough. The new high-end flagship TV products XESS X1 and X2 were introduced for the first time, and the communication product XESS Creation S1 was held in Berlin, Germany. The International Consumer Electronics Show IFA was widely acclaimed and left a deep impression on all exhibitors. The birth of the XESS Chuangyi brand embodies the ambition of TCL in attaching importance to technological innovation, improving product quality, advancing into high-end areas, and establishing a manufacturing benchmarking company.
High-end leader, providing multiple choices Under the changes of the market environment, TCL's entire series of products are gradually impacting the mid-to-high end. The heavy head launched at this autumn conference is naturally the sub-brand. TCL XESS creates a far-reaching significance for TCL. It reflects TCL's philosophy of “staying with and surpassing the spirit of artisans and creating the ultimate experience of smart technology”. Its proposition is "movement with taste and quality, bearing life", which incorporates the four aspects of TCL's efforts, namely: leading technology, artisan spirit, artistic design, taste personality.
The X1 and X2 in the XESS Creation series are smart TV products that consolidate current technological achievements. According to reports, XESS's TV products have a high degree of resonance with the core people who are pursuing the quality and taste of life and focus on the details of the process experience. XESS's TV products use the best luminescent material that humans have discovered so far - Yue Cai Quandian display materials, can achieve 110% of the industry's highest color gamut, pure color display and accurate color expression. Among them, X1 uses the Local Dimming partition backlighting technology that achieves the highest 1152 emitting units in the industry, Dolby Vision HDR technology that only a few products can use, and the Harman Caton audio system that is the standard of the world's top luxury cars. The X2 uses Nordic Minimalist. Design style, ultra-thin 7.9mm, borderless and simple but not simple style design, whether it is quality or taste, are impressive.
TCL Multimedia Vice President and General Manager of TV+ Business Division Guo Jie introduced that XESS TV is equipped with a home intelligence control center, including three core application scenarios of magic theater, home mode, and intelligent control mode. The new TCL TV+ OS 3.0 system delivers exciting content. With the built-in Tencent video app, you can also enjoy wonderful video content such as variety shows, sports, and movies.
In the era of big screen, satisfying various needs Mobile large screen business center is one of the seven major Internet emerging business centers established by TCL Communication in the implementation of the “Double+” strategy process, which carries the mission of creating mobile new screens and new products, with the goal of 2- In the past three years, it has created a multi-size, multi-industry product line and is striving to become a leader in TCL's “double +” strategic transformation.
At the TCL Autumn New Product Launch Conference, the S in XESS's S1 mobile product launched by TCL Communication represents the concept of the Super Pad, which is the ultra-flat tablet. It faces a "sandwich family" with parents and children. This product meets the needs of different users and different scenarios in the home and customizes children's education, kitchen food, and easy office hours. In addition, S1 also supports gestures and voice control, users can easily wake up S1 through the "small You, right?" voice instructions, in order to achieve a number of functions such as search, photograph, query the weather. At the same time, XESS Shuangyi S1 is the world's first mobile large screen that supports "rocker-style" control and multi-window performance. It can smoothly switch between multiple windows and single windows, allowing users to achieve multi-task and efficient parallel, and entertainment. Not wrong. According to reports, the lifetime global time content platform built by XESS Synergy S1 will continue to introduce and expand overseas content service providers while building a domestic multi-scenario time UI. This will be combined with the usage habits of regional populations to create the S1 for XESS. Users create a better experience.
In the future, the women's volleyball team will become a representative of home appliance companies. TCL Group has continued to strive for excellence in its craftsman spirit for 35 years. It has always refused refusal in the ever-changing industry, and has diligently studied products and strived to provide the best for users. To quality. The high-end deputy brand XESS created by TCL has combined TCL's decades of leading technology, artistic design and brand personality. It has demonstrated TCL's superior production and design capabilities and is an open road for TCL to transform the mid to high-end market. pioneer.
At this autumn's press conference, Lang Ping, the Chinese women's volleyball coach who won the stunning Olympic Games at the Brazilian Olympic Games, also came to the scene to help. The Chinese women's volleyball team had a glorious history and had a low level of sluggishness, but it eventually re-established itself at the top of the world. The development history of TCL Group over the past 35 years is similar to the development process of Chinese women's volleyball team. To some extent, what the Chinese women's volleyball team has experienced is precisely a true portrayal of TCL's development history. At the press conference, TCL Group Chairman and CEO Li Dongsheng and Lang Ping jointly lightened the XESS Genesis brand. At the same time, Lang Ping also received a XESS Genesis X2 product, becoming the first user of the product and the XESS Genesis TV product. Image spokesperson, Lang Ping follow-up will continue to cooperate with TCL TV.
Adhering to innovation, unleashing the momentum of transition With the weakening of the macro economy and the decline in overall global demand, it is currently in the historical stage of transformation and upgrading of manufacturing through innovation. Changes in the market's public relations environment are both challenges and opportunities for TCL. TCL is a rare enterprise in the electrical appliance industry that has a global business base. LCD TV sales rank third in the world, mobile phone sales rank fifth in the world, and LCD panel sales rank fifth in the world. The huge stock market did not let TCL relax its vigilance. Instead, it urged it to think more about the future. It intended to use innovation to complete the transformation and upgrade of TCL, and adjusted itself to be a “globalized smart product and Internet application service supply group”. This is a grand idea.
In recent years, TCL has accelerated the pace of transformation and upgrading. In 2014, TCL proposed the "double +" transformation strategy of "smart + Internet" and "product + service." The goal is to establish the "smart + Internet" industrial structure at the back end, establish a "product + service" business model at the front end, and form an "industry + Internet" industry form innovation.
During the implementation of the transition period, TCL attached great importance to comprehensively upgrading the industry's overall upgrade, strengthening scientific and technological innovation, and upgrading the level of manufacturing from electrification to informatization, and gradually making it intelligent, striving to develop towards China's manufacturing of 2025 and German Industry 4.0. The key foundation of product quality. According to the statistics of last December, TCL’s current cumulative patent application ranks fourth among domestic enterprises, and invention patent applications rank third among domestic enterprises. TCL's panel maker Huaxing Optoelectronics PCT has ranked fourth in domestic applications, and Huaxing Optoelectronics has also ranked among the top 70 in the top 100 US patent grants in 2015. Only three Chinese companies have been selected for this list. China Star Optoelectronics ranks second among the three Chinese companies.
The main reason for the country-led supply-side reform is not simply to reduce production capacity, but to effectively improve the quality of supply and stimulate more potential purchasing power. Because of the simple product supply under the extensive economic system, it is no longer able to meet the increasingly high demand standards of consumers. The transformation and upgrading of TCL coincides with the development trend of macro environment. At the product level, TCL insists on providing users with better products through innovation and technological advancement. From the low-end and mid-end product lines to the mid-to-high-end market, TCL launched its high-end sub-brand XESS. The important node in this transformation strategy.
In 2015, TCL sold 17.84 million LCD TVs, of which smart TV sales reached 7.52 million, accounting for 42%. The TCL service business achieved a total revenue of 22 billion yuan in 2015. In the first three quarters of 2016, the number of active users of smart TV terminals reached 15.437 million, monthly live users were 6.544 million, and the number of active users of smart network television terminals reached 25.14 million. The strategic direction of "Smart + Internet" requires TCL to plan its products and services with Internet thinking, and eliminate some outdated production and management methods. From the current data, TCL's transformation and upgrade strategy has been effectively implemented.
The launch of TCL's high-end sub-brand XESS and its series of high-end products can fully demonstrate TCL's technology, design and production capabilities. Through the operation of the XESS brand, to provide consumers with products that can bring a perfect experience, TCL's overall brand image will be able to upgrade and complete the upgrade and transformation as soon as possible. In a sense, XESS Chuangyi is a milestone on the road to upgrade and transform TCL. This statement is not an exaggeration.

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