"How should the domestic market develop with such an involution?" "One punch opens, lest a hundred punches come!"
Recently, the WISE2023 "Over the Hill" Future Consumption Conference was held in Beijing. At the meeting, Peng Xiaoqiu, head of content in South China of 36Kr, Liu Fangwei, partner of Fosun Ruizheng Capital, Feng Chao, head of AliExpress digital 3C industry, and other industry leaders discussed "new opportunities for brands to go overseas". They believe that domestic brands should jump out of the competitive environment of involution and go overseas to seek new development opportunities.
For domestic brands, going abroad and selling overseas means that they will achieve new business growth, and at the same time, the international brand image will help enterprises to add points to the hearts of Chinese consumers, and can also introduce foreign advanced technology. With such abundant favorable conditions, domestic brands, including Huawei and TCL, are seeking to go overseas in the early days, and now they have established a relatively high-end international brand image.
In 2018, Huawei achieved the suppression of Apple and Samsung, and global sales once reached 200 million units. In the field of TV, there are also many brands that have achieved sales breakthroughs in overseas markets, and once suppressed local brands such as LG in South Korea and other regions. In the first half of this year, TCL achieved the second place in the world with global shipments of 11.46 million units, and it is also the first TV brand in the Philippines, Australia, Pakistan and other countries with the largest market share, and ranks among the top two in the North American market.
The reason why TCL has been able to achieve remarkable results overseas many times is largely due to its self-developed Mini LED technology. It is understood that this technology includes two exclusive black technologies: six-crystal square core and self-developed lens. Among them, the six-crystal square core is equipped with a 100-micron high-efficiency Mini LED light-emitting chip, and the shape is upgraded from the traditional rectangle to a more evenly arranged square, and the luminous points have also been increased from the original 2 to 6, which has achieved a significant increase in brightness and energy efficiency, and also increased the contrast and clarity of the TV picture, making the display effect clearer and brighter.
The self-developed lens technology also has advanced display advantages, which can significantly improve the brightness and contrast of the TV screen. Different from the traditional backlight technology, TCL's self-developed light-controlled lighthouse-level lens technology directly solves the halo problem that has plagued the industry for a long time. This technology allows the stray spill light of the TV to be gathered into the zone range, making the light angle more focused, and increasing the brightness uniformity within the zone, while bringing more penetration, higher brightness, and higher contrast effects.
What's more, the self-developed lens technology can also cooperate with TCL's powerful highlight control ability to achieve direct control of the picture halo by shortening the distance from the backlight to the diffuser, which is often referred to as the OD value in the industry. TCL can achieve an OD value of 5mm or even smaller, achieving perfect control of halo phenomena and reaching the top level in the industry.
It's important to note that the lower the OD value of the TV, the more focused the light emitting side will be, which will better match the glossy side required by the partition, which means that the highlight effect will also be better controlled. But if a Mini LEDTV's OD value is relatively large,Even exceeding30mm,It means that the TV has a high probability of light overflow,Eventually, the color performance and clarity of the TV will have a serious impact。
As can be seen from the actual effect comparison chart below, the picture display without overshine is very natural, while the picture with serious overshine is glowing everywhere, as if covered with a layer of "fog" formed by light, and the color reproduction is also biased.
Of course,TCL can achieve the world's second place in overseas markets,In many countries, it has won the first significant results,In addition to the self-developed QD-Mini LED technology,It is also inseparable from its world's most powerful Mini LED products and large screen product matrix,It can meet the various needs of overseas consumers for TVs。 Personally, I understand that TCL's product matrix covers almost all price segments, and can provide a variety of experiences from clear picture quality to all-round viewing. This is also the main reason why,TCL TV is popular with overseas consumers。
At present, domestic brands going overseas have formed a craze, and the brands that went overseas in the early days have also confirmed this. As we mentioned above, TCL has achieved the world's second place in overseas markets and the first market share in the Philippines, Australia, Pakistan and other markets, thanks to the brand's self-developed technology and rich product matrix. It is expected that in the future, more and more brands will go overseas and continue to shine in overseas markets.