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中國有望打造新一代電視機

中國有望打造新一代電視機

Peter Suciu 2012-09-19
中國TCL公司即將推出的冰激凌智屏,這是一款26英寸,基于安卓操作系統(tǒng)的智能顯示器。它不僅可以迎合電視觀眾不斷改變的收視口味,還擁有音樂下載和互聯(lián)網(wǎng)應(yīng)用等功能選項,看起來就像是會受到年輕人追捧的那種電視機類型。它即將亮相中國市場,成為世界首臺大屏幕移動智能云終端。

????上個月舉行的IFA2012柏林消費電子展上,回頭率最高的產(chǎn)品之一來自中國的TCL多媒體公司。這家公司推出了一款26英寸,依托于安卓操作系統(tǒng)(Android)的智能顯示器,據(jù)稱,這款名為冰激凌智屏(Ice Screen)的產(chǎn)品不僅擁有平板電腦的功能,同時致力于捕捉年輕人市場不斷變化的電視收視習(xí)慣。它是TCL與中國互聯(lián)網(wǎng)服務(wù)供應(yīng)商騰訊公司(Tencent)合作的成果之一,即將作為世界首臺大屏幕移動智能云終端在中國上市。

????請不要把它叫做電視機。

????“這是一臺26英寸的大屏顯示器,”TCL多媒體新興市場業(yè)務(wù)中心總經(jīng)理郝義(音譯)說。“它不僅是為電視而設(shè)計的,因為現(xiàn)在的青年一代已經(jīng)不再像老一代人那樣收看電視了。”

????雖然TCL公司的絕大多數(shù)業(yè)務(wù)依然來自中國,但它也在著眼于拓展國際電視市場。這家公司剛剛公布的月度銷售數(shù)據(jù)顯示,液晶電視8月份的銷售額較去年同期增長了38.7%,LED背光液晶電視的增幅尤為顯著。TCL公司海外市場的銷售額較去年同期增長了36.5%,其中在新興市場上取得了尤其令人矚目的增長。

????郝義說:“中國市場是我們的骨干,依然是產(chǎn)品銷量繼續(xù)攀升的主要動力?!彼赋觯琓CL公司的一半銷售額來自本土市場,而從國際市場來看,“主要的推動力來自于拉美市場”。

????一直到幾年之前,在美國市場銷售的TCL電視還是被冠以RCA品牌。但郝義表示,該公司在2010年改變了戰(zhàn)略,重點推廣TCL品牌。在歐洲市場上,TCL多媒體已經(jīng)與湯姆遜公司(Thomson)達成了一項授權(quán)協(xié)議。他說:“我們正在斥資打造一個全新的品牌形象,這就是我們?yōu)槭裁丛诿绹捅泵朗袌鲋贿\營TCL品牌的原因所在;而在歐洲市場,我們將同時運營TCL和湯姆遜品牌。”

????歐洲雙重品牌戰(zhàn)略的實質(zhì)在于,向年輕觀眾推銷TCL品牌,同時致力于將湯姆遜打造成郝義所說的“家喻戶曉的品牌”。

????但是,甚至在TCL致力于拓展北美、歐洲和拉丁美洲新興市場之際,它依然持續(xù)致力于其在中國大陸市場的擴張,理由很充分。

????“中國電視市場在中國電視制造商眼里的確是一個不斷增長的市場,”市場研究機構(gòu)IHS iSuppli電視技術(shù)分析師埃德?鮑德爾表示?!按丝?,就在TCL向海外市場擴張的時候,對于中國電視制造商而言,最富增長前景的依然是其國內(nèi)市場?!?/p>

????此外,中國現(xiàn)在還是最大的電視市場,預(yù)期未來幾年的年均銷售額將在4,700萬臺到5,500萬臺之間,這一數(shù)字讓美國市場現(xiàn)在的銷量(4,000萬臺)相形見絀。

????TCL公司能夠擴張的另一個因素是,其亞洲競爭者正在經(jīng)歷某種程度的業(yè)務(wù)收縮。“TCL的機會部分源自這樣一個事實:日本電視制造商已經(jīng)縮減了產(chǎn)量,”鮑德爾強調(diào)指出?!叭毡酒放普诮档彤a(chǎn)量,中國品牌正在全力擴張?!?/p>

????此外,TCL公司希望借助冰激凌智屏等新產(chǎn)品吸引年輕人市場。雖然迄今為止,TCL只公布了一個中文版本,但郝義表示,這款產(chǎn)品的確具有打入國際市場的潛質(zhì)。關(guān)鍵是找到一個內(nèi)容供應(yīng)商?!膀v訊控股公司就是中國的MSN或者說Facebook,擁有近10億互聯(lián)網(wǎng)用戶,”郝義說?!暗@款產(chǎn)品的關(guān)鍵組成部分在于,其內(nèi)容源自互聯(lián)網(wǎng)。所有,要把它帶入其他市場絕對需要一個強大的內(nèi)容合作伙伴?!?/p>

????At last month's IFA 2012 electronics show in Berlin, one of the biggest head-turning products was from China-based TCL Multimedia. The company introduced the Ice Screen, a 26-inch Android-based smart display that reportedly offers the functionality of a tablet while aiming to capture the changing TV viewing habits of the youth market. It will debut in China as part of a partnership with Chinese Internet provider Tencent as the world's first large screen mobile intelligent cloud product.

????Just don't call it a television.

????"It is a 26-inch large display," says Hao Yi, general manager of TCL Multimedia Emerging Market Business Center. "It is not just for TV, as the younger generation doesn't watch TV like the older generation."

????While the vast majority of its business still comes from China, TCL has also looked to expand into the international TV market. The company just released its monthly sales volume for August of LCD TVs, reporting a 38.7% total year-on-year increase, with a marked increase of LED backlight LCD sets specifically. In its overseas market TCL reported an increase of 36.5% year-on-year, with notable expansion in emerging markets.

????"The Chinese market is our backbone and that remains the main climber for the volume of our products," adds Yi, who noted that 50% of sales come from its home markets, while internationally the "main driver is Latin America."

????Until a few years ago TCL's sets were sold in the United States under the RCA brand, but Yi says that the company changed its strategy in 2010 to focus on promoting the TCL brand instead. It has a licensing deal with Thomson in Europe. "We are investing in a new brand image, so that is why we solely run with the TCL brand in the United States and North America, while we will continue to have dual brands in Europe with both TCL and the Thomson brand," he says.

????The two-prong strategy in Europe essentially comes to down to marketing TCL products to the younger audience, while focusing on Thomson for what Yi calls the "established family brand."

????But even as TCL looks to North America, Europe and the emerging markets in Latin America, it continues to rededicate its efforts in mainland China, and for good reason.

????"The Chinese TV market is really the growth market for Chinese TV makers," says Ed Border, TV technology analyst at IHS iSuppli. "At the moment, even as TCL expands to overseas markets, the growth forecast for Chinese TV makers is going to be domestic."

????China is also now the largest TV market, with expected growth over the next few years from 47 million to 55 million sets sold annually, a number that now dwarfs the 40 million in sales generated in the United States.

????TCL could also see expansion just as its rivals throughout Asia are seeing a level of retraction. "Part of the opportunity has come from the fact that the Japanese TV makers have scaled back," emphasizes Border. "Japanese brands are lowering volumes as Chinese brands are expanding."

????The company is also looking at new products such as the Ice Screen to attract the youth market. While to date only a Chinese version has been announced, Yi said that the product does have international potential. The key is finding a content provider. "Tencent Holding is like MSN or Facebook in China, with 1 billion Internet users," Yi says. "But the key component in this is that the content is from the Internet. So to bring it to other markets simply requires a strong content partner."

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