According to the monthly data report on global TV brand shipment released by ovicloud in the second half of last year, the global TV shipment was 98.3 million units, a year-on-year increase of 6.8% and a year-on-year increase of 0.2% compared with the same period in 2019. In terms of OLED TVs, the shipment volume was 2.7 million units, a year-on-year increase of 133.3%, and the shipment area increased by 13.8% year-on-year. Among the domestic TV brands in China, TCL ranked first, with a shipment of 11.05 million units, an increase of 11.5% year-on-year; Second, Hisense delivered 8.94 million units, a year-on-year increase of 9.5%; The third is Xiaomi, with a year-on-year decrease of 6.6% to 5.52 million units. In February, 2022, market research agency omdia also released the sales statistics of the global TV market in 2021. Among the 15 TV brands with the highest sales in the world in 2021, Chinese brands accounted for 8, of which TCL still had the highest sales.
From the above data, it can be seen that TCL has widened the gap between domestic well-known TV brands such as Hisense and Xiaomi, ranking first among Chinese TV brands. On the surface, it fully shows that TCL TV brand has higher brand recognition in the current TV market. From a deeper point of view, it also shows that TCL has achieved technological innovation. From the previous marketing model of price war with other TV brands at home and abroad, it has successfully changed to the dimension of obtaining market share with scientific and technological strength. For example, in the market environment with strong demand for large screens in recent years, major domestic TV brands have launched 98 inch giant screens to seize market share. TCL, with its technical advantages such as 130% high color gamut, quantum dot pro and Galaxy multi partition, has promoted TCL 98q6e and TCL 98x9c 98 inch giant screen TVs to take 27.02% of the market sales by virtue of their ultra-high cost performance and theater level audio-visual experience, ranking first in the industry, It also won the first place in the industry in large screen sales in 2021.
In addition to its excellent performance on the 98 inch screen, TCL has also made outstanding achievements on the 85/75 inch smart screen. On March 9, at the 2022 TCL QD Mini led spring new product launch, TCL unveiled three new QD Mini led TVs: the flagship QD Mini led smart screen X11, the classic Lingxi QD Mini led smart screen c12e and the giant screen QD Mini led smart screen 98 inch x9c pro.
Once the flagship flagship flagship led QD Mini led smart screen X11 launched by TCL was listed, it was like a heavy bomb put into the market, setting off a huge wave of TV image quality limit, which attracted the attention of major digital media, big V in the digital field and the majority of ordinary consumer users. Recently, the flagship lingyao QD Mini led smart screen X11 has successively won the first place in the top two authoritative media TV products, Zhongguancun Online and Pacific computer network, by virtue of its excellent strength, and has been recognized in the professional IT field with its scientific and technological strength!
Throughout the performance of TCL in the past two years, the sales data, product popularity and brand recognition have all continued to rise steadily. What is the key factor behind TCL’s magnificent turnaround? In fact, the most critical factor lies in the strength of technological innovation. Different from the major TV brand manufacturers in the market, TCL is the first TV brand manufacturer to start the layout and research and development of mini LED technology and realize the mass production of mini led smart screens. At the same time, TCL has also creatively invented QD Mini LED display technology based on the mini LED technology by integrating qled quantum dot light control technology and bringing the display technology to a higher dimension.
With its unique technology foresight, TCL has invested a lot of money in the research and development of cutting-edge display technologies. In 2020 alone, the total amount of TCL’s global R & D investment exceeded 9.64 billion yuan, a year-on-year increase of 36.5%. Until this year, the investment has been even more amazing. In the first three quarters, TCL has invested more than 10 billion yuan in R & D technology. The R & D of more than 10 billion yuan a year has also successfully enabled TCL to achieve technological innovation. At present, TCL has a total of 77167 patent applications, ranking first among Chinese household appliance enterprises, including the number of patents in the field of micro/mini led in the world and the number of open quantum dot patents in the world.
On the supply chain side, TCL has made no less efforts than in the field of cutting-edge display technology. TCL has invested a total of 200billion yuan to build Huaxing, and established the only outstanding enterprise in China that has realized the integration of the vertical industrial chain of “LCD panel backlight module complete machine”. In terms of large-size LCD panels, TCL not only has the advantage that many TV manufacturers can’t catch up with, but also firmly grasps the voice of the industry and dominates the pricing power, It has laid a solid technical guarantee for future product innovation. At present, TCL csot has built the world’s highest generation and most advanced LCD panel production line, including three generation 8.5 lines and two generation 11 lines. The substrate size of generation G11 line is 3370x2940mm, which can cut six 75 inch panels at the same time, while generation G8.5 line can cut two 98 inch LCD panels at the same time. Be able to independently provide high-quality panel production and solve the supply problem of panels from the source.
Today, TCL has mastered the core leading technology of mini led, covering 12 technical fields, with 48 core technology control points and 470 patents. At the same time, TCL also has 9 industry leaders, a mini led experimental line and 4 Mini LED backlight display laboratories, and has many upstream and downstream strategic partners. TCL is also a global leader in qled quantum dot technology. It has participated in the formulation of four major international quantum dot display standards, and owns an international electroluminescent quantum dot laboratory and 1480 quantum dot technology patents.
It is precisely because TCL has such a daring spirit and excellent strategic layout planning that TCL has made great strides. On the premise of winning the first place in China’s TV brand for two consecutive years, the company continues to move forward without arrogance and rashness, to a higher level, launches TV products with better technology, constantly refreshes consumers’ understanding of domestic products, and makes more consumers inclined to foreign TV products return to their minds and recognize domestic products.
At the same time, with the rapid development of social economy, the state’s financial and policy support in the field of science and technology, as well as the healthy industrial competition environment, domestic TV brands have stepped into the world step by step, and have the ability to compete with the world’s TV industry giants. TCL stands out from many domestic TV brands by virtue of its mature cutting-edge display technology and complete upstream and downstream production chain, leading domestic TV brands to continue to lead the world, and assuming the responsibility of being a big brand.
Reviewed and edited by: tangzihong