21 Interview 丨 TCL Industrial CEO Du Juan: Home intelligence scenes or become a new consumer hotspot, the "screen universe" era is accelerating

21st Century Business Herald reporter Liu Meilin reported in Beijing

On January 6, 2022, the International Consumer Electronics Exhibition (CES) opened in Las Vegas, USA. At this world's most influential and largest technology event, TCL participated in the exhibition with a number of "black technology". In the 2021-2022 Global Top Brands list of the world's leading brands released at the same time, TCL won six brand awards and three product awards.

Next, what hot trends will emerge in the field of consumer electronics? Entering 2022, the meta-universe theme has become the focus of attention from all walks of life, how will this new wave reshape the consumer electronics industry? Recently, Du Juan, CEO of TCL Industry and CEO of TCL Intelligent Terminal Business Group, accepted an exclusive interview with 21st Century Business Herald and shared her thoughts and prospects for the consumer electronics industry.

The global layout of the industrial chain reduces trade risks

"21st Century": TCL's shortlisting for CE Brands highlights TCL's strength in the field of consumer electronics. How do you see the development of the consumer electronics field in recent years and the future trends?

Du Juan: At present, the consumer electronics field is facing a wave of technological upgrading, and 5G and AI are coming at the same time. Due to the interconnection of all things, the white electrical appliances that are traditionally regarded as the mechanical industry rather than the electronics industry are also being networked, and the electrical appliances are also developing towards intelligence.

In addition, under the trend of decentralization of smart devices, users will eventually usher in the era of "pan-smart screen": there is no need to stick to mobile phone screens, TV screens, refrigerators and other screens, all content and information can flow freely between all screens, and "smart TVs are home Internet entrances" have become increasingly a reality. The above new trends also put forward new requirements for electronic enterprises represented by TCL: the technical capabilities and product capabilities are strongly related to users, and accelerate the promotion of platformization and software.

21st Century: What is the moat of a consumer electronics company? Entering the post-epidemic generation, superimposed on the background of domestic consumption upgrading, which product categories and characteristics may become the next consumption hotspots?

Du Juan: The moat is always the leading technology and the differentiated high-end products derived from it. Under the dual influence of the new crown pneumonia epidemic and the new consumption trend, the home intelligence scene may become a hot spot for consumption, and brands with complete categories and many user contacts will gain a first-mover advantage. Based on the above trends, TCL's intelligent terminal service will take smart display as the core to build a full-scenario smart and healthy life.

"21st Century": Under the new development pattern of building a double cycle, many consumer electronics companies have accelerated the pace of going to sea. How has TCL gone to sea in recent years? What is the significance of implementing a globalization strategy for Chinese consumer electronics companies?

Du Juan: As a pioneer in the internationalization of Chinese manufacturing enterprises, TCL has experienced more than 20 years of globalization and participated in and witnessed the process of Chinese enterprises bravely expanding the global market. At present, TCL has 42 R&D centers and 32 manufacturing bases around the world, with business in more than 160 countries and regions, forming a global industrial chain layout, rooted in local production, sales and service. In 2020, TCL brand TV sales were 23.93 million units, an increase of 21.3%, ranking among the top three in the world; among them, North American TV sales increased significantly, ranking second in market share. In the first half of 2021, TCL achieved overseas sales revenue of 59.6 billion yuan, an increase of 86.7% over the same period last year.

China's electronics manufacturing industry has relative competitive advantages in terms of cost and efficiency, and expanding the relative competitive advantage to the world can create greater value. The global layout of the industrial chain can minimize the impact of trade turmoil and trade protectionism, and in addition, it can drive the export of China's core devices, materials and high-end equipment, promote the growth of national exports, and truly implement and reflect the "double cycle mutual promotion", so as to continue to respond to changes in the global economic pattern and the challenge of new trade protectionism.

The "metacosm" spawned the demand for intelligent terminal markets

"21st Century": As Gen Z and millennials take over the baton of consumption, consumer goods and consumption patterns are also changing rapidly. Compared with other generations of consumers, what are the obvious consumption characteristics of the Z generation consumer group, and how does the consumer electronics industry face the changes brought about by the rejuvenation of the main consumer force?

Du Juan: As the indigenous people of the Internet world, Generation Z has witnessed the whole process of iterative development from computers to mobile phones to AR, VR and other electronic products, so for new consumer electronics products with a sense of technology and futurism, this group has a stronger interest in experience and willingness to consume.

Chasing new products is becoming a consumer trend for the younger generation, and consumer electronics companies are embracing the younger generation. In fact, a few years ago, TCL has taken the lead in launching smart TV products in the industry, and has joined forces with global Internet service giants such as Google and Amazon to explore a new software and hardware service integration model in Europe, the United States, Southeast Asia and other markets. After the establishment of the Bird Lab, the establishment of the AIOT platform, the empowerment of the whole category, and the launch of more intelligent products are all efforts to meet the arrival of the intelligent era and embrace young consumer groups.

21st Century: Whether it's audio or video, consumer electronics has become an extension of the human senses. With the continuous breakthrough of new technologies such as 5G, Internet of Things and VR/AR/MR, starting in 2021, the theme of meta-universe has become the focus of attention from all walks of life, and more and more consumer electronics are committed to becoming the basis for the integration of virtual and reality. In the long run, what impact will this social wave have on the consumer electronics industry?

Du Juan: The concept of "meta-universe" has spawned the market demand for various intelligent terminals as the main interface for information circulation interaction, and display devices such as e-sports, in-vehicle, laptop and AR/VR have ushered in rapid growth. In the future world, displays will be everywhere. Therefore, TCL proposed the concept of "screen universe". Nowadays, the screen applications of computers, tablets, cars, mobile phones, AR glasses, watches and other diversified scenarios are heralding the advent of the era of "screen universe".

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