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ADVERTORIAL NEWS » AWARDS @ IFA TCL’s innovation goes hand-in-hand with globalisation Fresh thinking and products are driving the global ambitions of the Chinese consumer electronics giant Tomson Li Chairman & CEO, TCL Group TCL EMPLOYS NEARLY 8000 TECHNICAL RESEARCHERS AND OPERATES 26 R&D CENTERS 20 Tomson Li, TCL group chairman and CEO, sets out his vision for growing the already impressive brand around the world. We started by asking him about TCL’s involvement with IFA: IFA is recognised as an indicator of global technical consumer goods, and provides TCL a platform to showcase a full array of its electronics, household appliances, communications, and the latest results of its scientific research. TCL has participated in IFA for eight years, impressing consumers with its strong smart R&D capabilities and high product quality. What are the main features on your stand at IFA this year? At IFA 2018, TCL has created an array of smart appliances and consumer electronics that is of unprecedented scale. The 1838 square-metre exhibition space is designed to show consumers what a home of the future will look like. A newly launched TV that combines technology with art catches countless consumers’ eyes and the smarthome scenes, which are based on the needs of various users, bring an all-new, revolutionary experience beyond imagination. In addition, TCL unveils new air conditioners, refrigerators, washing machines, and communications equipped with innovative smart technology. What lies behind TCL’s technological innovations? The smart products and innovation results presented at this year's IFA fair originate from TCL's long-standing R&D strategy, and forwardthinking technology layout. TCL employs nearly 8000 technical researchers and operates 26 R&D centers, over 10 joint labs, and 22 manufacturing and processing bases around the world. In 2017, TCL invested €595m in R&D. As of the end of 2017, TCL applied for a total of 46,976 patents, 31,012 of which are in China, 7,337 of which are in the US, and, 8,627 of which are PCT patents. Can you give an idea of the scope of TCL’s drive for new products and ways of doing things? Leading technology and products enable TCL to compete with top global brands. Regarding the promising technology, TCL has been actively engaged in the fields of AI, internet applications, technology and materials of semi-conductor display, smart manufacturing, industrial internet, and other industrial technological capabilities. TCL has currently built highly competitive and innovative subordinate bodies in the display field, which include China Star Optoelectronics Technology (semi-conductor display industry manufacturing), CJOL (public R&D platform for display printing technology), China Ray (AM-OLED display materials), TCL Industrial Research Institute Optoelectronics Lab (quantum dot materials and processing methods). Moreover, TCL purchased shares of US firm KATEEVA (display printing plant) and other projects in the display industry chain. How are you joining forces with other players on AI? In-depth partnerships with leading global enterprises such as Google, Amazon, IBM, Baidu, and Tencent are established to create an open AI platform and to apply the latest technologies into products, providing consumers with a better AI experience. LEADING TECHNOLOGY AND PRODUCTS ENABLE TCL TO COMPETE WITH TOP GLOBAL BRANDS. How is TCL’s global strategy for raising brand awareness and market share developing? As a pioneer of exploring the globalisation strategy, TCL has fully developed a globalised layout for its brands, products, selling channels, and marketing. Besides product localisation, TCL acquires the recognition of customers from a wide range of countries and regions by adopting several marketing methods which include enlisting top football superstar Neymar da Silva Santos Júnior as its brand ambassador, sponsoring the FIBA Men's Basketball World Cup, and naming Hollywood Chinese Theatre after TCL. In the future, TCL will continue to pursue its strategy of globalisation, and further improve its global management and operations system with the aim of growing into a competitive global brand, refreshing the image of Chinese brands, and winning the respect and admiration of consumers not only in China but also around the world Hall 21 Stand 102
» AWARDS @ IFA ADVERTORIAL NEWS TCL is showcasing many of its flagship products and achievements at IFA this year. Two of them received Product Technical Innovation Awards, which are issued by German Industry & Commerce Co. Ltd (GIC) and International Data Group (IDG). These products are the TCL QLED TV X8, which won the Display Technology Gold Award, and the TCL Inverter No-frost Refrigerator, which received the Full DC Inverter Technology Gold Award. allows the negative ion content to reach 1200 or more per cubic centimetre, providing food items with integrated 360 degree freshness preservation that features dust removal, deodorisation, and sterilisation. the TCL integrated frequency air-cooled refrigerator is the first in the industry to achieve Grade 1 mold resistance for its silver ion anti-bacterial handle, eliminating germs without harming normal cells, reaching TCL bright ideas scoop innovation awards The Inverter No-frost Refrigerator BCD-490WBEPF2 embeds the first technology of its kind, capable of cooling food items for two minutes at 1°C to lock in their original taste. The patented smart breeze technology senses the temperature requirements of each food item and adjusts the fridge's internal storage temperature. This operates somewhat like a central air conditioner for food items, blowing air in a precise manner which alleviates issues caused by directly exposing food to the air supply. Refrigeration is rapid and evenly distributed and a constant temperature is maintained within the storage space, keeping food fresher for longer. The entire interior is also equipped with perpetual AAT negative oxygen ion freshness preservation technology. This With this technology, fruits and vegetables maintain 95% of their moisture after three days and 90% of their moisture after seven days. Based on the needs of each food item, the fridge also creates different humidity zones, including a 3°C mother and baby zone, a fish and meat freshness locking zone that is kept at a constant -1°C, and a special zone for wine, tea and health products. This allows the fridge interior to imitate natural environments. For TCL refrigerators, keeping food fresh is a duty and healthy storage is a passion. When it comes to being healthy, the TCL Inverter No-frost Refrigerator provides all-around health assurance from the exterior to the interior. The exterior of a sterilisation rate of 99%. This fridge also uses a Grade 1 mold resistant door seal that kills 99% of E. coli and Staphylococcus aureus. The interior utilises an AAT smart antibacterial system. The combination of AAT and smart breeze technology actively eliminates 91.17% of the E. coli within the refrigerator, and the T-Hips modified antibacterial material actively eliminates 90.68% of Staphylococcus aureus in the fridge. There is a 90.6% and 86.7% reduction rate of Trimethylamine and Ethanethiol, respectively. This provides users with a complete chain for a smart and healthy lifestyle that extends from food purchase to food storage, three meals a day Hall 21 Stand 102 TCL UNVEILS HIGH SPEC 4K QLED TV TCL is at IFA to launch its latest flagship 4K QLED TV, the TCL X8 QLED featuring Quantum Dot display technology that supports a wide colour gamut of 157% NTSC. The TV’s Quantum Dot display lasts up to 60,000 hours without fading, allowing viewers to enjoy striking colours for longer. Supporting Dolby Vision HDR technology to deliver ultra-vivid picture quality to viewers, the TCL X8 QLED TV is available in 75-inch, 65- inch and 55-inch models. The X8 QLED series also offers an immersive sound experience, thanks to a high end integrated soundbar from Onkyo and Dolby Atmos sound technology. The soundbar can also be used independently from the TV, while the integrated AI allows the user to find content via a voice control. Design-wise, the X8 QLED TV offers minimalist style with edgeless display and a depth of just 6.9mm at its thinnest point www.ifa-international.org IFA International • Monday 3 rd September 2018 21
