The highly anticipated global consumer electronics show, IFA (Berlin International Consumer Electronics Show), is just around the corner. Before the event showcasing the world's largest and most influential consumer electronics and home appliances, TCL, one of the top three Chinese companies in the color TV industry, held an unprecedented grand launch event in Berlin, Germany on August 31st. The new TV series X6, C5, and P6, equipped with artificial intelligence systems, were officially unveiled to the world.
In his opening remarks, Li Dongsheng, Chairman of TCL Group, mentioned that this is TCL's seventh participation in the IFA exhibition, and the TCL booth area has grown from over 700 square meters in 2011 to more than 1,800 square meters today. The simultaneous global new product launch of TCL Multimedia here signifies exciting transformations. These changes reflect not only TCL's growth but also the rise of the entire Chinese manufacturing industry on the international stage.
TCL's three main product series—X, C, and P—are now deeply integrated into the market, achieving precise product positioning and a complete product concept. They effectively cater to various consumer groups' needs in the market. This new product launch aims to introduce the X6, C5, and P6 series from the perspective of the global consumer market, delving deeper into consumer needs, and offering more precise solutions.
At the press conference, Tiago Abreu, a senior designer at TCL Multimedia, introduced the 85-inch X6 XESS Private Theater as the latest product from TCL's high-end sub-brand XESS. This super flagship model combines artistic aesthetics, luxury technology, and cinema-quality sound and picture technology.
To achieve cinematic quality effects, the X6 XESS Private Theater uses stable and reliable inorganic quantum dot materials, boasting a high color gamut, rich colors, and long-lasting performance. This ensures the X6 ranks among the best globally in image display. The X6 employs the local dimming 600 partitioned Galaxy multi-zone backlight control technology, with 1,200 pure light sources precisely controlling the brightness. This guarantees excellent image quality while achieving a breakthrough in the OD12 backlight distance. The thickness of the X6 is only 24.8mm, significantly thinner than the industry average of 30-50mm for multi-backlit partitioned large-screen TVs. Both pictures and dark details are displayed clearly.
Sound quality is crucial for a TV to be considered a private theater. The X6 uses Dolby Atmos®, DTS:X sound technology, and Harman Kardon 7.1.4 sound, marking the world's first top-tier TV with 12 channels of sound. Dolby Atmos creates an immersive listening experience, allowing sound to appear and move around you, even above your head, giving audiences the sensation of being inside a captivating story.
In terms of design, the X6 XESS Private Theater presents an elegant and noble aesthetic, akin to precious family art pieces. TCL skillfully blends Eastern design philosophy with Western modern styles, creating a unique international design language. Drawing inspiration from nature and craftsmanship, the X6 features a glossy walnut finish and reddish-brown metal accents, combining technology and art to make the X6 as elegant as luxury art.
According to the "2017 Forbes China High-End Wealth Group Wealth White Paper," China's middle-to-high-end affluent population continues to grow steadily, increasing by over one million annually. By 2017, this population is expected to reach 14 million. These high-end individuals, often industry leaders and career achievers, no longer chase exaggerated pricing but prefer high-quality and technologically advanced products with strong cultural significance. Such products better reflect their identity and lifestyle, making them ideal for family settings. The X6, integrating technology and art, offers leading quality and an exceptional viewing experience, bringing top-tier living and exclusive enjoyment to global elites.
Besides the X6, TCL also launched the C5 Urban Blues TV and P6 Ultra Thin TV. The C5 is designed for urban dwellers with distinct personalities, broad perspectives, and a passion for quality living. Its unique blue sky speaker grille matches its character, revealing warmth and color. The exclusive design of the C standard exudes a strong personality, and its aesthetic corners give it a sophisticated look. In terms of sound quality, the C5 provides a warm, interactive experience. The Q Picture Engine enhances picture quality, and Harman Kardon audio delivers a mellower sound experience.
The P6 Ultra Thin TV is designed for the confident, independent, and trend-setting 80s and 90s generation. After years of learning, working, and socializing, the P6 reflects their journey toward personal achievement and embracing family responsibilities. The P6 emphasizes minimalist design and meticulous craftsmanship, featuring a 4.8mm ultra-narrow frame and 7.9mm ultra-thin body. Its seamless one-piece molding gives it a sleek appearance, while the meteorite-inspired design adds depth and meaning.
Regarding artificial intelligence, Tiago emphasized that TCL has already laid the groundwork for AI technology. The X, C, and P series are equipped with TCL's Artificial Intelligence T. Addressing user pain points like inconvenient interaction, imprecise content retrieval, and disconnected smart devices, the TCL AI TV uses far-field voice, robot vision, and smart sensors, allowing TV control without a remote. Additionally, AI T helps users access desired content in one step and offers personalized recommendations. TCL collaborates with global internet resource providers like Google and Baidu, providing users with comprehensive, timely, and accurate big data resources.
Gong Jing, General Manager of Baidu's Secret Business Unit, noted that as an AI-era Android system, DuerOS aims to export Baidu's high-quality resources and AI capabilities to industry partners, creating the ultimate voice interaction experience. The partnership with TCL represents a strong alliance between AI and home appliance giants, revolutionizing TV voice interaction and offering users the best experience.
The global color TV market is accelerating its transformation towards high-end, quality, and intelligent products. Traditional homogenization and price wars are being abandoned. Those mastering core technologies seize development opportunities. As the leading domestic quantum dot TV brand, TCL continuously invests in technology, promotes advancements, and improves its quantum dot product lineup, gaining both market share and reputation. Meanwhile, TCL embraced the AI trend, developing AI T to address product homogenization issues, offering users a more personalized experience through advanced interactive technologies.
As Chinese-made products gain higher quality ratings, the influence of Chinese brands is also rising. Today, TCL is leading the way for big-country brands, earning more global recognition. From humble beginnings to becoming one of the top three global players, TCL's success stems from continuous innovation and development, particularly in high-end markets dominated by Japanese and Korean appliance companies. 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. In the future, TCL plans to expand further into Europe, the U.S., Southeast Asia, India, Brazil, and Russia.
Holding a new product launch in Germany, known for its high-quality manufacturing, demonstrates TCL's confidence and strength as a "big-country brand." With enhanced creativity and innovation, Chinese brands will, under the leadership of companies like TCL, release more high-quality products and gain greater influence in the international market, showcasing their vitality.
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