TCL is known as one of the biggest winners at CES. According to relevant data, TCL's LCD TV product sales in 2017 were 23.774 million units, and TCL TV's North American market share was 9.1%, which jumped to the US color TV market. name.
China's mobile phone manufacturers are facing difficulties in knocking on the US market, while home appliance brands are making a big impact in the US market.
At this year's CES Consumer Electronics Show, TCL became one of the biggest winners. In the 10th year of the exhibition, it officially announced its successful leap to the third place in the US color TV market.
According to official data, the sales volume of LCD TV products of TCL Group in 2017 was 23.774 million units, of which the sales volume in North America increased by 131.5% year-on-year, doubled. As of November 2017, TCL TV's North American market share was 9.1%.
Exceeding the annual goal, Li Dongsheng scored 85 points for Wang Cheng's TCL multimedia team, which should be quite recognized.
So as the head of TCL Multimedia, how does Wang Cheng see the performance of multimedia services in overseas markets?
Overseas markets have a lot to offer“The United States is doing well, and the growth space in other regions is still very large. I think that as a brand with more than 30 years of history, performance can be better.†Wang Cheng told Tencent Technology.
In the European market, Wang Cheng’s view is also the same. “The market in Europe is simply a large market of 40 million units in terms of quantity. The amount we do is not much.â€
There are still a lot of space in Wang Cheng’s overseas market, which is relatively low-key and humble. In fact, the performance data can clearly see the rapid development of TCL multimedia in overseas markets.
According to the 2017 and 2016 third quarter data released by TCL, the overseas share in 2016 was 43%, and China accounted for 57%. By 2017, it became 53% overseas and China fell to 47%.
The proportion of TCL Multimedia's overseas business is on the rise, and the proportion of the business in the Chinese market is declining. Is this status healthy, and how does TCL itself view it?
Wang Cheng’s answer is “in line with the company’s strategic strategyâ€.
"In the Chinese market, it is difficult to have big growth in terms of market capacity. In comparison, we will definitely regard the operation of overseas business as the main focus of scale growth," Wang Cheng said.
As for why the US market is progressing so rapidly, access to Costco, Target, Best Buy, Amazon and Wal-Mart is one aspect, and vertical integration is another.
More interestingly, in the face of the success of the North American market, Wang Cheng has taken vaccinations in the internal team, not only cherishing the results achieved, but also blindly arrogant.
Wang Cheng said, "If we feel that we are very calm in a state, it is to reach the apex. At this time, we must think about what I will change and change something."
New retail is being laid outIn the past year, the concept of new retail has been pushed to the climax by Internet companies. Giants and start-ups have fought in battle. Hundreds of companies have invested in new fields throughout the year. Amazon has acquired the whole food, Alibaba has joined hands with RT-Mart and so on.
As a benchmark for home appliance brands, how to understand this new thing, will it follow up with new attempts and layouts in the new retail field?
"It's a new scenario for business applications, including face recognition, including fast cashless, no card settlement." Wang Cheng briefly summarizes TCL's understanding of new retail.
In the business of TCL, Wang Cheng said that relevant departments have been doing research work in this area, and TCL's venture capital department has also invested in related projects.
In November last year, Gome, TCL and the company reached a strategic cooperation, and constantly upgraded the new retail strategy with the support of supply chain, new scenes and post-services to embrace the new retail era.
As a traditional home appliance brand, TCL may not have the initiative to push a concept like an Internet company, but it does not adopt a rejection attitude for the new concept. It is more to take a look and try it. This is also related to Li Dongsheng. The philosophy remains the same.
In an interview recently, when Li Dongsheng talked about the anxiety of enterprises, he once mentioned that Li Dongsheng said, “The Internet is also a smart Internet, which is developing very fast and allows mistakes. Because many of its innovative things come quickly, go It's also fast, so it doesn't matter if you make a mistake. Just change it. The most fear is not to try, not to change, so you are dead."
Regardless of whether new retail will become dominant in the future, it will be inevitable that the new business model will gradually occupy a larger share. This sentence Li Dongsheng also said.
I can imagine a new scene of TCL's color TV sales in the future. There is no terminal retailing, and no cash payment is required. According to the needs of different consumer class users, the corresponding products are customized, and different areas are differentiated according to different consumer demands. Goods, according to the user's address, choose the best distribution plan, and provide consumers with a series of services such as regular use advice, maintenance and after-sales according to daily usage habits.
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