From "Made in China" to "Designed in China"

Once upon a time, consumer electronics made in China were found all over the world, from mobile phones and washing machines to computers and televisions. However, due to the lack of voice caused by the lack of innovation ability, coupled with competition from other emerging market countries, consumer electronics products made in China do not have a real competitive advantage. Taking flat-screen TVs as an example, the same thing, one face, has become a common phenomenon. The lack of core technology and far-sighted design creativity has led to the overwhelming majority of domestic flat-panel TV companies having to move towards low-level competition in price wars. The result is a massive loss of profits and a sharp rise in costs, and Chinese color TV companies are temporarily caught in a vicious circle. How to cultivate the core competitiveness of Chinese color TV enterprises? It is already a subject that mainstream color TV companies have to think about.

When TCL, as the first Chinese home appliance company to win the JANUS Industrial Design Award, known as the "Oscar" of the industry, stood with internationally renowned brands such as Toshiba, Siemens and Whirlpool, we were delighted to find that with TCL The representative Chinese home appliance companies, after reviewing the situation, finally realized that "adhering to industrial design and achieving global breakthroughs" is the best path for Chinese color TVs to achieve leap from "Chinese famous brand" to "world famous brand". Chinese color TVs can no longer stay at the low-competitive level of "processing" and "manufacturing".

"Innovation is the source of TCL's growth." Li Dongsheng, Chairman, CEO and President of TCL Group, said this when talking about the driving force behind the development of the company. After acquiring Thomson's TV business and owning the core brands of TCL, THOMSON and RCA, and building itself into the world's largest color TV manufacturer, TCL will use design as another powerful tool for it to gallop on the international stage. TCL is well aware that the establishment of an internationally renowned brand depends on leading technology, visionary strategy, production scale that is conducive to achieving cost minimization, and advanced design strength. Therefore, when the "suave" design team with many years of experience in industrial design participates in the design of TCL flat-panel TVs, it has the opportunity to quickly stand out among Chinese home appliance companies.

Today, we can not only see Hyun Lu H61 and Hyun Mei E-64 competing with international brands in home appliance stores in China, but even in the shopping malls of Paris and New York, the "hyun series" is also known for its elegant, The simple shape, dynamic and gorgeous picture and professional-grade sound effects are favored by consumers in Europe and America, bringing the true home theater to TCL users around the world. The appearance design full of artistic flavor makes the new products of "Dazzling Series" dynamic LCD TV no longer limited to the simple TV category, but more of a handicraft-like appreciation. This kind of appreciation is undoubtedly a huge temptation for modern people who pursue fashion and pay attention to sensory stimulation, and it also enables TCL to finally get rid of the shackles of low-level competition in traditional Chinese home appliance companies. It is this innovative design from the inside out that creates conditions for TCL to increase product added value and profit margins, and also points out a way for all Chinese home appliance companies to enhance their core competitiveness.

Professor Liu Zhensheng, deputy director of the Industrial Design Department of the Academy of Arts and Design of Tsinghua University, said in an interview that the competition in the domestic home appliance industry is fierce, and companies must tap the blue ocean of the industry to discover new profit growth points. TCL Xuanlu H61, Xuanmei E64 and the previously listed Xuanwu B68 series won two international awards one after another, which is not only the honor of TCL and its "suave" design team, but also the honor of Chinese home appliance enterprises. As far as the current color TV industry is concerned, attaching importance to industrial design and avoiding the homogenization of flat-screen TVs is the turning point for domestic color TV companies to integrate with international competition, and will be more and more valued by color TV companies. Gradually established in China's home appliance enterprises. It is precisely because of such a mechanism that Chinese home appliance companies can truly enter the international market, transforming from simple "processors" into "creators", and have more words in the international consumer electronics field. right.

Han Qing, general manager of TCL Multimedia China business, said: "Design is an investment, but excellent design can not only create more beauty for people's lives, but also improve the brand awareness and profit growth of home appliance companies. Bringing great help. The competition that TCL faces is the competition in the global market, the innovative industrial design has given TCL a voice in the market, and the success of the 'Hyun series' in the global market will further strengthen TCL's competitive advantage ."

It is reported that during the "Golden Week", TCL Hyun Lu H61 and Hyun Mei E64, which have been on the market for just over a month, both achieved impressive sales performance and became the products with the highest market share of large-screen LCD TVs. Its unique appearance and rich and practical functions are highly praised by consumers and become the vane product leading the flat-panel TV market in the second half of the year.

During this year's "Golden Week", TCL's Hyun Lu H61 and Hyun Mei E64, which have been on the market for just over a month, both achieved impressive sales performance and became the products with the highest market share of large-screen LCD TVs.

From "China Enterprise News".