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Thursday, April 10, 2014
TCL To Become More Consumer-oriented Company
Chinese TV manufacturer TCL is trying transform itself to a global, multimedia entertainment, consumer-oriented technology enterprise.
The company today outlined its strategy plans and announced three strategic initiatives for 2014. First, TCL will create a totally new Online to Offline (O2O) sales platform for the Chinese market. Second, TCL will improve engagement with consumers and developers through a new online fan platform, named "T-fans". TCL will also establish a Cultural Communications company that will provide live-streaming video content in partnership with Hollywood studios.
Through these three initiatives TCL is trying to become a more user-oriented company while leveraging the opportunities inherent in TCL's digital media devices.
TCL will spend 500 million RMB ($80.5 million) to build its new O2O platform. TCL foreact that by end of next year, the new O2O platform will achieve sales revenue as high as 10 billion RMB, and service revenue over 100 million RMB. The platform will be "social, local, personal, precise and mobile." TCL will work with online and offline retailers, as well as third party logistics companies, to streamline the TCL shopping experience, reducing costs and providing higher-quality services. TCL will also begin expanding its own delivery capacity, and will cover 88 percent of the cities in China by June. In addition to working with online retailers such as JD.com and Tmall, TCL will develop and promote the online TCL Mall.
Through the new T-fan platform, users will be able to participate in TCL product design, development, testing, and evaluation of the whole process. The T-fan community will have both online and offline components, including fans gatherings, family days, DIY tours, picnic lunches, and community TV game competitions. TCL will also create a user database, mining value from users' data to provide users with better service. This summer TCL will officially launch the T-fan group activities with user-centered, interactive communication. TCL hopes to have a fan base of 200 million users within five years.
TCL will also establish a culture and media company that will provide video content including short films and dramas through partnerships with Hollywood studios. TCL will also release an application called "GoLive TV," a live-streaming TV service.
In addition, TCL has also announced a spring lineup of smart products. These products are available in China and will soon be available in select international markets. TCL Multimedia has launched nine new home entertainment terminal products, including TCL Games TV E5700, E6700, and the T2 game console; QLED, OLED, UHD surface TVs, ultra high-definition naked eye 3D TV and other new products. TCL Multimedia also announced it will develop OTT services and ultra-fast high-end home theater systems. TCL Communications released the latest 4G smartphones, tablets, wearables, smart devices and smart accessories, including the world's thinnest 4G phone. And TCL Home Appliance released a smart air conditioner and smart air purifier, which will form the core of TCL's new family cloud services.