In the past decade, is the era when Chinese products are popular all over the world, after years of development, the quality technology of domestic manufacturing has been significantly improved, and the impression brought by domestic products in the world has gradually changed from cheap and affordable at the beginning to excellent quality, such as Huawei, TCL, Li Ning, BYD and other new domestic products at home and abroad to win a lot of consumers.
Despite this, in most areas, domestic products can only occupy the low-end market, few high-end brands exist, but there is a domestic brand that firmly occupies the high-end market, far ahead of the opponent, and is in the hard technology heavy asset color TV industry, which is our protagonist today - TCL.
According to Omdia data, the global sales volume of TCL Smart Screen in 2021 reached 23.58 million units, ranking first among domestic brands in global TV sales! At the same time, during this year's 618 promotion and 618 day, TCL TV was the double champion of e-commerce omni-channel sales & sales.
How does TCL do it? How has this leading home appliance brand, which has been established for 41 years, achieved enduring renewal in the flow of time, constantly leading and surpassing the times?
There is a famous concept in management called the flywheel effect, describing the development of the enterprise is like turning a huge flywheel, it will be very difficult in the early stage, and it must be used to push the flywheel with great force in order to make the flywheel rotate, but after overcoming the early difficulties, the flywheel will turn faster and faster, and the enterprise will develop rapidly.
In the field of high-end, TCL has achieved its own flywheel effect through core technology after overcoming difficult technical difficulties.
Taking the backlight technology of the screen as an example, as we all know, compared with the pixel illumination of OLED, the LED backlight board is inherently inferior in contrast, and the development of backlight technology is to solve the problem of screen contrast.
Poor contrast is because the LED backlight board is a whole piece, the same light and dark is difficult to present the difference between light and shade in different scenes, so TV manufacturers think of dividing the backlight board into pieces, each piece independent control of the light, so that the light and dark effect is much better.
At the beginning, the industry adopted a strip light-controlled partitioning technology, that is, the backlight board was cut into several independent vertical strips, similar to advertising light boxes, roughly improving the contrast effect.
Later, it was upgraded to a full array of light control partitioning technology, on the basis of the upper and lower partitions, the left and right partitions were divided into a large backlight board into dozens or even hundreds of small areas, like a chessboard, each area independently controlled the light, and the contrast effect was further improved.
This is also the current mainstream partition backlighting technology, according to the number of divided areas. Tv prices are also different, the more partitions, the more elaborate the picture effect, the higher the price, and vice versa, the lower the price. Therefore, the hundred-level partition TV on the market is much more expensive than the dozens of partition TVs.
See here I believe everyone understands that in theory, as long as there are more and more partitions, partitions are getting smaller and smaller, and eventually each pixel can be independently illuminated like OLED, while avoiding the defect that OLED is easy to burn the screen.
And this is TCL's leading core technology - Mini LED technology.
As early as 2017, TCL took the lead in developing Mini LED technology, and after five years of hard work, it finally realized the "three super" Mini LED technology that led the industry: ultra-small micron-level lamp beads, and more refined screen control; Ultra-high brightness, Mini LED technology achieves 1000nits-4000nits peak brightness, bringing true Dolby HDR effect and color expression; Ultra-multi-micron lamp beads, showing pure black picture without leakage of light, light control is more accurate, contrast ratio up to 1000W:1, the picture is better and clearer.
The advantage of "three supers" has brought TCL Mini LED TV unparalleled product power, can see more details and effects than ordinary TV, detailed to the film and television drama characters seem to be within reach, hair wrinkles are clearly visible, to meet the high-end users' viewing needs.
And TCL innovatively combines Mini LED technology with QLED quantum dot materials, and launches the epoch-making QD-Mini LED technology, which realizes ultra-high contrast, ultra-high brightness, ultra-high color gamut, and ultra-long life, becoming the real next generation of mainstream large-screen display technology.
Based on the above core technologies, TCL firmly occupies a leading position in the high-end TV market, its high-end TV is widely recognized inside and outside the industry, and the market has also given the most fair evaluation: in the Market Share Ranking of Mini LED TV from January to June this year, TCL accounted for 55.74% of the share, and the fault crushed Hisense Samsung.
Also in the first half of the year, the 98-inch ultra-large-screen TV market share TCL ranked first in the industry, and the market sales accounted for more than 2 times of Hisense.
Today's TCL patents rank first in home appliance brands, the number of quantum dot technology patents ranks first in China, and the rotational potential energy of the core technology flywheel has brought a huge compound interest effect.
This technology compound interest continues to radiate to benefit other fields, not only in the field of Mini LED is far ahead, in the refresh rate, brightness, system and other aspects of TCL is rich in independent innovation and accumulation, non-Mini LED TV products performance is still eye-catching, and finally formed a unique brand reputation in the industry.
The most intuitive example is TCL's newly released mid-range product T7G true high brush TV II, which shows a strong strength that is better than Hisense's flagship product U7H, which is also the main high brush high-brightness 100-level partition TV, Hisense U7H is a double 240Hz soft high brush, which is a way to improve the refresh rate by sacrificing 50% of the picture clarity, not the real 4K high brush screen.
The TCL T7G is a full-channel 4K 144Hz true high brush, with a delay of only 1.5ms, which better realizes the picture effect of not stuttering or tailing. At the same time, TCL T7G upgrades the traditional area light source to a full array of 100-level partition backlight, the higher the partition, the clearer the picture, with 1000nits ultra-high peak brightness, the picture quality is more delicate.
In appearance, TCL T7G adopts a super visual sense full screen, is a bezel-free all-metal ultra-thin fuselage design, Hisense U7H although it is also a full screen, but the suspension screen process it uses, there are problems such as easy to crack, easy to enter the gray and even the whole screen falling off.
The most important thing is the price, the same is the 75-inch TCL T7G only 6999 yuan, while Hisense U7H is 13999 yuan, it can be said that TCL's mid-range TV has reached the level of the flagship TV of friends, so the huge advantage is inseparable from the radiation of TCL core technology.
Today's TCL continues to expand its boundaries, strengthen technology research and development, and make great achievements in the fields of intelligent manufacturing technology, AI× IOT technology, medical imaging technology, etc., and gradually move from a leading brand in the color TV industry to a global intelligent technology industry group.
As Mr. TCL Li Dongsheng once said: the times are constantly changing, the ability will become obsolete, whether it is an enterprise or an individual, we must always forward-looking to establish new capabilities and cope with the time of circulation. And after 41 years of TCL, the technical flywheel is still turning at high speed and rolling forward, which is bound to bring us greater surprises in the future.