SYS-CON MEDIA Authors: Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel, Peter Silva

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TCL Accelerates Transformation to Customer-Centered Business Model

SHENZHEN, China, April 10, 2014 /PRNewswire/ -- TCL is moving forward in its goal of transforming from a traditional TV manufacturer into a global multimedia entertainment technology enterprise. TCL is now announcing three major strategic initiatives for 2014. First, TCL will create a totally new and highly-efficient 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", for TCL's die-hard fans. Finally, TCL will establish a Cultural Communications company that will provide live-streaming video content in partnership with Hollywood studios. Through these three initiatives TCL will achieve its "double plus" strategy of becoming a more user-oriented company while leveraging the opportunities inherent in TCL's digital media devices. TCL announced these bold initiatives at its spring launch, during which the company released an impressive array of new products.

TCL Chairman Li Dongsheng talking about the company's transformation to a customer-oriented business model.

O2O Platform

To achieve the "double plus" strategy goal of being more responsive to its customers, TCL will spend 500 million RMB to build its new O2O platform. By the end of next year the O2O platform is on forecast to 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 service. 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.

T-fans platform

TCL will also establish a T-fan platform for die-hard fans, pursuing the "double plus" strategy goal of greater customer engagement. Through this 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. A wide range of enterprises will rely on fans to participate in product development. TCL hopes to have a fan base of 200 million users within five years.

TCL Culture and Media

A key pillar of the "double plus" strategy is transforming TCL from being a traditional electronics manufacturer to a global multimedia entertainment technology enterprise. To that end TCL will 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.

Spring Launch

In addition, TCL has also announced a strong 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, transforming from a TV manufacturer to a "global entertainment technology company." 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.

Mission Statement

Mr. Li Dongsheng, Chairman and Founder of TCL Corporation, said in his speech, TCL will spare no effort to promote the "double plus" strategic transformation, and to establish a user-oriented business model. This strategy is the top priority for the next five years. It is user-centered, based on intelligent computing technology, broadband Internet, big data and cloud computing. It is innovative and driven by market demand, focusing on products and applications aimed at creating a satisfying user experience. The double plus transformation strategy will drive value growth, and improve TCL's core competitiveness in the new era of smart design.

Mr. Hao E, CEO of TCL Multimedia, said, "TCL launched a game console based on smart TV applications. Users want a gaming experience that is large enough, fast enough, smooth enough and economical enough. TCL Multimedia will continue to enhance the "TV +" Smart TV platform's technical capabilities and innovative applications. TCL communications will also launch for enterprise and home HD video communications systems, multi-screen television and interactive applications of smart mobile terminals and other new products and technologies. In addition, the smart set-top boxes will also develop OTT services while promoting the ultra-fast high-end home theater systems, achieving the transformation from TV manufacturer to "global entertainment technology company."

About TCL Corporation

Founded in 1981, TCL Corporation (000100.SZ) is one of the largest consumer electronics enterprises in China, with over 70,000 employees in 40 countries throughout the world. Currently it has three listed subsidiaries: TCL Multimedia (01070.HK), TCL Communication (02618. HK), and Tonly Electronics (01249.HK), with a diverse business portfolio covering LCD TVs, LCD panels, mobile phones, audio and video equipment, home appliances and lighting products. In 2013, TCL's total sales reached RMB85.32 billion, and the TCL brand value exceeded RMB63.9 billion. TCL is ranked No. 3 in market share of LCD TVs, No. 5 in mobile phones, and No. 5 in LCD panels sector, on a global basis. Starting from 2014, TCL is focusing its goal of building new customer-centered "product + service" business model, while pushing its transformation towards "smart + Internet technologies." TCL is committed to its new vision of "enriching lives of its customers by rendering products and services of ultimate experience."  For more information, please visit its website:  http://www.tcl.com/en.php

Photo - http://photos.prnewswire.com/prnh/20140410/CG02750

SOURCE TCL Corporation

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