During the 2017 Berlin International Consumer Electronics Show (IFA), TCL Multimedia officially unveiled a new line of smart TVs at its global product launch event. The lineup included the X6 XESS private theater TV, the C5 Urban Blues model, and the P6 ultra-slim TV, all equipped with advanced artificial intelligence systems. This major announcement took place during the IFA exhibition, highlighting TCL’s commitment to innovation in home entertainment.
Following the launch, key executives from TCL Multimedia, including President Bo Lianming, Vice President Wang Cheng, General Manager Zhang Shaoyong, and Chen Naijun, engaged in interviews with leading Chinese media outlets. They discussed a range of topics, such as quantum dot display technology, TCL’s international expansion plans, and the integration of AI into their latest products.
TCL remains committed to advancing quantum dot technology, which it sees as a strong competitor to OLED screens. According to Lian Lianming, the company’s CEO, quantum dot LCDs offer superior color accuracy, longer lifespan, and more competitive pricing compared to OLEDs. He also pointed out that the production capacity for OLED panels is limited, making it difficult to meet the growing demand for high-quality TVs worldwide. In contrast, quantum dot technology has no such constraints and is expected to see significant growth in the coming years.
Chen Naijun, head of TCL’s R&D center, added that QLED TVs deliver vibrant colors, wider color gamut, and better durability. TCL is actively researching electroluminescent QLED materials and participating in national R&D projects related to printed displays. Once these technologies mature, TCL aims to produce true self-luminous QLED TVs within the next three to five years.
In terms of international strategy, TCL has taken a differentiated approach to entering various markets. Wang Cheng emphasized the importance of understanding regional differences, particularly in Europe, where each country has its own unique consumer preferences and distribution channels. To this end, TCL has established a European headquarters in France, viewing it as a crucial market for future expansion. The company plans to invest heavily in key European countries like Germany, the UK, Spain, and Italy, focusing on marketing, product development, and talent acquisition.
Wang also noted that Chinese brands must adapt to local cultures while leveraging their strengths in display technology, design, and AI. Compared to Japanese and Korean competitors, Chinese manufacturers have a strong edge in cost control and innovation, allowing them to offer high-quality products at competitive prices.
Looking ahead, TCL will continue to refine its strategies for both the European and U.S. markets, while also accelerating its presence in Southeast Asia, India, Brazil, and Russia.
Artificial intelligence is another core feature of TCL’s latest TVs. The company has partnered with global tech giants like Google and Baidu to provide a common AI platform. However, TCL has developed its own AI scheduling system, which uses big data analytics to understand user behavior and deliver personalized content recommendations. As Zhang Shaoyong, General Manager of the Product Center, explained, the real differentiator lies in how AI is applied in specific use cases—scene-based scheduling will be a key factor in future competition among TV manufacturers.
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