During the 2017 Berlin International Consumer Electronics Show (IFA), TCL Multimedia unveiled a new lineup of smart TVs at its global product launch event. The series included the X6 XESS private theater TV, the C5 Urban Blues model, and the P6 ultra-thin 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, TCL executives including Group President and Multimedia CEO Bo Lianming, Vice President Wang Cheng, General Manager of the Product Center Zhang Shaoyong, and Research and Development Center Director Chen Naijun met with leading Chinese media outlets. They discussed key topics such as quantum dot display technology, international expansion strategies, and AI integration in their latest products.
TCL remains committed to advancing quantum dot technology, believing it offers significant advantages over OLED in terms of production capacity, cost, color accuracy, and durability. According to Lianming, the market performance of QLED TVs has been stronger than that of OLEDs, with a growing share and more sustainable growth potential. He noted that OLED panel production is limited to around 2 million units annually, which cannot meet the global demand of over 250 million TVs. In contrast, QLED technology has no such constraints and is expected to offer better cost-performance and stability in the future.
Chen Naijun added that quantum dot TVs deliver superior color quality, wider color gamut, and longer lifespan. TCL is actively developing electroluminescent QLED materials and participating in national R&D projects for printed displays. Once these materials are perfected, they can be directly applied to LED panels or printed onto glass, creating true self-luminous QLED TVs. Such technology is already in early development and may see prototypes within the next three to five years.
In terms of international strategy, TCL has taken a differentiated approach to entering global markets. With over a decade of experience in overseas operations, the company understands the need for localized strategies. Wang Cheng emphasized that Europe is not a single market but a collection of diverse regions, each requiring tailored approaches. TCL has established a European headquarters in France, viewing it as a critical entry point. Future investments will focus on key European markets like Germany, the UK, Spain, and Italy, along with other regions such as the US, Southeast Asia, India, Brazil, and Russia.
Wang also highlighted the importance of adapting to local cultures while leveraging China's strengths in display tech, design, and AI. He believes Chinese brands can compete effectively by offering high-quality, affordable products with innovative features.
Artificial intelligence was another key highlight of the new product line. TCL has integrated AI into its TVs and partnered with global tech giants like Google and Baidu to provide a common platform. However, the real differentiator lies in how TCL applies AI to user experiences. Through big data analysis, the company aims to understand user preferences and tailor content recommendations accordingly.
Zhang Shaoyong, head of the Product Center, stressed that while the underlying AI technology is similar across manufacturers, the real value comes from scene-based scheduling. Different applications and use cases define the competitive edge in the future. As AI becomes more embedded in daily life, the ability to create meaningful, context-aware interactions will be crucial for success in the smart TV market.
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