How does Samsung Europe launch a new high-end QLED product, TCL Hisense?

On February 17, Samsung released the 2020 European TV and audio equipment product line at the Samsung Forum at the Mediterranean Conference Center in Valletta, Malta, Europe, including the top products of the Q950TS QLED 8K series, various QLED 8K and 4K products, MicroLED and life Class TVs and Sound Bars.

This seemingly ordinary new product launch actually has many mysteries, which will bring more pressure to Chinese brands, especially TCL and Hisense.

It is mysterious for two reasons: First, due to the impact of the epidemic, Shanghai AWE will be delayed this year, and the global influence of TCL and Hisense’s new products will be weakened. If it weren’t for the outbreak, TCL and Hisense would launch a series of new product exhibitions in Europe.

Although TCL and Hisense branches in Europe can still hold various events, it is conceivable that the support from the Chinese headquarters has been forced to reduce due to the epidemic. Even some new products need to be transported from the Chinese headquarters to Europe, which will also be affected, which undoubtedly brings time and space to Samsung. Samsung’s new product launch brings bonus points to channel dealers and consumers.

Secondly, through the most influential European Cup, Samsung has a marketing advantage. Hisense is the sponsor of the European Cup. Although TCL is not a sponsor, it also regards football marketing as a selling point. However, the sudden epidemic in China disrupted the deployment of many companies, and even some countries have strict restrictions on the travel and transportation of Chinese citizens, which will affect the marketing process of Hisense and TCL with the help of the European Cup, but Samsung has seized the favorable opportunity.

How does Samsung Europe launch a new high-end QLED product, TCL Hisense?

The main QLED new product TCL Hisense will not fall behind

This Samsung spring new product launch conference, one of the key points of 8K TV. Samsung announced that the Samsung flagship Q950TS QLED 8K will provide unprecedented technology and an unparalleled immersive viewing experience, combining unprecedented image and sound quality, AI capabilities and top-notch design.

In terms of model numbers, Samsung’s Q950 QLED 8K TV is available in 65, 75 and 85-inch models in Europe. The revolutionary Infinity screen provides a 99% screen aspect ratio for the human body. With an ultra-thin 15mm form factor and six integrated speakers, the Q950 redefines the concept of an immersive screen.

In addition to the Q950, Samsung has also released the Q900TS and Q800T, extending the range of its 8K QLED TVs: expanding in size from 55 inches to 98 inches, ensuring that 8K TVs can respond to all spaces and everyone.

To sum up, the new products released by Samsung have several keywords: QLED TV, obvious AI attributes, immersive experience, the best picture quality and sound effects, etc.

It is not denied that these new products have good selling points, but compared with TCL and Hisense, Samsung’s products will never have an overwhelming advantage. In some technologies, TCL and Hisense are completely comparable to Samsung, and even surpass Samsung.

It’s just that Samsung hit a good time difference. Originally, after the end of CES in the United States in January, through Shanghai AWE in March, Chinese brands will be further showcased to the world, but the epidemic has led to the postponement of AWE, and the opportunity that TCL and Hisense want to take advantage of AWE to showcase to the world will also be affected.

From the product comparison, TCL and Hisense have the capital to compete with Samsung.

At CES in the United States in January, TCL exhibited the first QLED 8K TV with remarkable AI features. In addition to the 8K+QLED screen, this product also supports Dolby Vision, which can provide unprecedented color: when you need to brighten, the brightness can reach 40 times the usual; when you need black, the darkness is the standard picture. 10 times.

How does Samsung Europe launch a new high-end QLED product, TCL Hisense?

TCL exclusively developed the Q sound quality engine, which can fully drive the sound effects of the X10, making the X10 a “big-screen smart speaker”. Users can provide users with related services through voice in any state, including searching for movies, ordering Airfare, check the weather, do takeaway shopping, and more.

This is the landing product of TCL AI-IN, a new artificial intelligence platform launched by TCL at CES. TCL AI-IN will bring together all of TCL’s artificial intelligence products and integrate smart technology partners, including Android TV, Roku (North America), and Amazon Alexa. Using this platform, TCL TV can provide a more intelligent and personalized experience in addition to hardware and picture and sound performance.

And Hisense’s weapons are the globally recognized healthy eye protection laser TV and ULED.

Also at CES in January, the 75-inch and 100-inch full-color laser TVs exhibited by Hisense achieved a breakthrough from monochrome to three-color in the industry, and were also equipped with TriChroma technology, reaching 90% of the colors that can be recognized by the human eye, 100 % Override BT. 2020 color gamut, the Display screen is very outstanding. Hisense also introduced screen sound, the first cellular bionic screen sound technology, which can achieve excellent sound effects.

Hisense is actively deploying the front end of the industrial chain, and from the perspective of globalization, it has gradually formed advantages that run through the upstream and downstream of the OLED industry chain.

In March 2019, Hisense released the A8 series of OLED TVs with six anti-image sticking technologies and officially entered the OLED TV market. Hisense’s research and development and promotion in the OLED field have been deepening and strengthening.

In the less than one year of Hisense OLED listing, Hisense series (Hisense + Toshiba) OLED TVs have had a very amazing market performance in the Chinese and Japanese markets. In December 2019, Toshiba’s OLED sales share reached 13.2%, ranking among the top three in the Japanese market.

In 2020, Hisense’s goal is to launch more than ten new Display products to create a small screen ecosystem with personalized scene services; it will launch 8K super-resolution image quality chips, a new generation of stacked-screen TV image quality processing chips, and 120HZ image quality processing chips. .

Judging from the launch and display time of new products in Europe this year, it is clear that Samsung has an advantage, mainly because they will not be affected by the epidemic. Otherwise, TCL and Hisense can match Samsung in speed. Because one of the focuses of TCL and Hisense this year is to increase sales in the European market.

How does Samsung Europe launch a new high-end QLED product, TCL Hisense?

TCL Hisense needs to make up for short and long

TCL and Hisense will be Samsung’s global enemies for a long time to come.

These two brands are the strongest pursuers behind Samsung. In 2018 and 2019, TCL ranked second in global sales. According to the previous rankings, Samsung’s “little brother” LG should be ranked second in the world. Now that it is squeezed out by TCL, Samsung cannot help but beware of the pressure TCL brings to them.

Hisense ranked fourth in the world for two consecutive years. Although there is still a certain gap with Samsung in terms of sales, Samsung does not dare to underestimate Hisense in terms of technological innovation and product iteration.

It must be seen that Samsung has a very big advantage in the European and even the global market after years of layout. From the perspective of brand recognition and user base alone, TCL and Hisense still have a long way to go if they want to reach the height of Samsung, but it does not mean that there is no chance.

If you are a master, you must make up for the shortcomings and enlarge the advantages. Compared with Samsung, the shortcomings of TCL and Hisense in Europe include: brand recognition, channel construction, user base, user experience, usage habits, marketing skills, etc. This is a shortcoming that the two Chinese brands need to make up for as soon as possible in Europe and the world.

But at the same time, we also need to see the strengths of TCL and Hisense. Enlarging these strengths can make up for the shortcomings.

First, the smart home will be one of TCL and Hisense’s strengths. If Samsung has a clear lead in the era of smart single products, then the three are basically on the same starting line in the era of smart homes.

Now TCL and Hisense have spared no effort to rapidly advance the technological innovation, user needs, and ecological chain construction of smart homes. In particular, the R&D investment in 5G and Internet of Things technology is not behind Samsung or even surpasses Samsung in some technologies.

Secondly, in terms of industrial chain and core technology, there is already capital to compete with Samsung. TCL and Huaxing Optoelectronics will continue to make efforts in the Panel industry; Hisense’s “Xinxin” chip technology will not be controlled by others. These are the capital and confidence of Chinese brands to go global.

The third is that TCL and Hisense are in the middle stage of globalization, and the momentum is fierce. The two belong to the role of “attacking”, while Samsung belongs to the role of “defending” after years of enclosure.

At any time, the “attacker” will be full of passion and high spirits, and challenge the “defender”. In terms of growth rate, Samsung has passed the high-speed growth period and is now in a flat stage, or some categories are in a declining stage, while TCL and Hisense are the opposite, they are in a high-speed growth stage. The user base is small, but the growth rate is fast. This is one of the successful paths for Samsung to enter Europe. Now a familiar scene is happening with TCL and Hisense.

The fourth is that both TCL and Hisense are laying out brand clusters. In addition to the Hisense brand, Hisense also focuses on Toshiba, Slovenia’s Gorenje and VIDAA in the international market, and this does not include Rongsheng and Kelon in the domestic market. TCL and its Thunderbird are flying together, and these two brands have achieved good expectations in many countries.

What seems to be an ordinary new product launch is actually a strategic contest between Chinese and Korean companies. Japanese companies are technology-driven, Korean companies are market-driven, and after years of development, Chinese home appliance companies are now technology + market + marketing-driven. Chinese companies can absorb the advantages of Japanese and Korean companies and quickly make improvements. This is the biggest concern of Japanese and Korean companies about China.

Samsung is stable in the European market, and Chinese brands are anxious. This is the first step that TCL and Hisense must do well in Europe.

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