From 4999 RMB! TCL's third-generation art TV was released: it comes with wheels, and it can walk freely

Ray Technology

2024-07-17 20:06Posted in Guangdong science and technology creators

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01TCL released the third generation of art TVA300 series,Including TCL A300W and TCL A300 ProTwo products,It has the characteristics of light、Spirit、Painting、Rhyme four dimensions。

The 02A300 series is designed with a flat thin picture frame with a thickness of only 27.9mm, and supports 360-degree rotation of flexible universal wheels for free walking.

03In addition,A300Series is the world's first batch of art TVs equipped with AI painting models,It has AI ART famous painting creation function。

04At the same time, TCL cooperated with the world-renowned audio brand Bang&Olufsen to launch the 3.1.2 ultra-thin wireless audio "Audio by Bang&Olufsen" to enhance the acoustic experience.

05TCL A300 series and sound bar products will be sold in all channels immediately, with prices starting at 4999 yuan and 2699 yuan respectively.

The above content is generated by Tencent's hybrid model and is for reference only

Some people say that television is the medium of family relationships, which can help people establish and maintain an ideal life in the family; It is also said that television is the spiritual harbor of contemporary people, which can smooth out the wrinkles caused by people's fast-paced life.

As the world's leading TV brand,TCL believes that the value provided by TV is not limited to this,It should bring people a light life attitude from the inside out。 It should be more appropriate to let freedom inspire art, let art reach life, and use art TV to heal contemporary people who are swaying back and forth between involution and lying flat.

7month17day,TCL held the third generation of art TV new product launch conference,Lei Technology was invited to report。 At this press conference,TCL officially released the third generation of art TVA300Series,IncludingTCL A300WandTCL A300 ProTwo TV products。 In addition, TCL also brought two sound bar products, TCL Q85H and TCLQ75H.

Source: TCL

The specific market positioning of these products is different, but they are quite aggressive in terms of hardware stacking and pricing, and TCL's move will redefine the entire art TV market.

TCL A300 Series: A free-walking TV

The third generation of art TV released this timeA300series,IncludingTCL A300W andTCL A300 ProTwo products,The difference between the two TVs is only with or without ultra-thin wireless audio,So Xiaolei introduces them together(hereinafter collectively referred to asA300series)。

At the press conference, the brand recommendation officer showed the A300 series from the four dimensions of "light", "spirit", "painting" and "rhyme".

First of all"Light",A300Series adopts flat thin frame design,On the basis of continuing the high appearance of art TV,Further reduce the thickness of the fuselage,The overall fuselage thickness is only27.9mm,Equivalent to the diameter of a one-yuan coin。 With the flat back design and frame accessories, the TV fits seamlessly into the wall like a picture frame, and hangs on the wall like a real work of art.

Source: TCL

It is understood that the current art TV design on the market is roughly divided into two types. One is the split design, which can be understood from the name, which is to separate the core components such as power supply and drive from the fuselage, so as to achieve a thin and light body. The disadvantage of this design is that it needs to reserve extra space for parts, which also affects the overall appearance; The other is an integrated design,It crammes all the parts into the main body,But limited by technology,At present, the art TV on the market is generally unable to be integrated and thin。

As for the A300Series flat thin frame design,Although TCL defines it as the third art TV design,But Xiao Lei personally thinks that this still belongs to the category of integrated design,It's just that the flat thin picture frame design can be integrated and thin at the same time,This is the first in the field of art TV。

"Spirit" can be understood as flexible, and you may say: how flexible can a TV be? Can it still move freely? I don't dare to say anything about other TVs, but the A300 series can really walk freely as you like.

It relies on a flexible spinner wheel that supports 360-degree rotation, and by installing a flexible floor stand, the A300 series can be fixed or moved to any scene you want it to appear. The DIY-inspired shelves on the back of the TV can also play a role in storage and decoration, which is both beautiful and practical.

Source: TCL

"Migratory line" is a word that appears frequently in the field of home improvement, which refers to the spatial layout of the annular loop to improve the utilization rate and functional connection of the space. As a piece of furniture, it is not uncommon for the TV to appear in a single scene in the "migratory line".

I never thought that TV would one day be able to create its own "TV moving line",Thanks to the thin and light design and flexible stand,A300Series art TV will unlock more use scenarios that TV has never set foot in。 For example, you can push the TV out of the door to accompany you to exercise, watch games, and party; Or create a private space to your own.

"Drawing" is a great way for the A300 series to visually show its artistry. According to the official introduction,A300Series is the world's first batch of art TVs equipped with AI painting models,It hasAITart painting creation function。 Users only need to enter three keywords, and the TV can generate a unique art painting, and with the help of AI, everyone can become an artist of life and output daily bits and pieces to their heart's content.

With AIGC paintings, it is natural that there is a "canvas" to match them. The A300 series is equipped with a canvas screen with nanocrystalline technology, and the overall screen presents a matte texture, and with the TCL quantum dot Pro 2024 ultra-high color gamut value display, the screen display effect is infinitely close to the real painting. Xiao Lei, this is not embarrassing, you can take a closer look at the following pictures, can you distinguish who is the real painting in a short period of time.

Source: TCL/Real painting on the left, A300 series on the right

"Rhyme" is the acoustic surprise brought by the A300 series. On the A300 Pro, TCL and the world-renowned audio brand Bang&Olufsen have reached a cooperation to jointly launch the 3.1.2 ultra-thin wireless audio "Audio by Bang&Olufsen".

Audio by Bang &Olufsen is equipped with 3.1.2 panoramic channels, 230W ultra-high acoustic power, which can bring a panoramic surround immersive acoustic experience, and 25ms ultra-low wireless connection is also a good plus point.

Source: TCL

As TCL said at the launch event: "Nothing is more fascinating than a great collision". TCL and Bang &Olufsen are leaders in their respective fields, and it is difficult for Xiaolei to give an exact evaluation before experiencing the audio experience by the joint tuning of the two sides, but the audio of the presentation of the press conference did bring me a good experience.

In general,A300Series incorporates the respective advantages of the previous two generations of art TVs,And on this basis, it has been upgraded,Finally, the third generation of art TV that breaks the conventional definition of TV products。 What attracts me the most about this TV is"Freedom",TV has been highly tied to the living room since its birth,This is the definition people give to it,TodayTCL has brought TV to other indoor scenes,Even outdoor,It has been ahead of the TV industry,As for whether it is"pseudo demand",We wait for market feedback。

Source: TCL

For early adopters, Xiaolei suggests that you can consider A300W, after all, it only has less ultra-thin wireless sound than Pro, and it will not have much impact on other functions other than sound experience. If you're looking for the ultimate experience, the A300 Pro is the first choice.

Because the A300 series is the absolute protagonist of this press conference, let's briefly introduce the two sound bars. Q85H and Q75H are TCL's highly recommended flagship sound bar products,The two products are equipped with7.1.4 and5.1.2Physical surround channel respectively,As well as TCL's two exclusive acoustic technologies"Omnidirectional sound arc"and"T chord",Not only can you get the best sound experience in any position,There will also be linkage between the sound bar and the TV,Intelligently achieve better sound performance。

In terms of price:

TCL A300W：

55-inch first launch price: 4999 yuan

65-inch initial price: 6999 yuan

75-inch first arrival price: 9999 yuan

85-inch initial price: 13599 yuan

Source: TCL

TCL A300 Pro：

65-inch first arrival price: 8999 yuan

75-inch first arrival price: 11999 yuan

85-inch first arrival price: 15999 yuan

Source: TCL

TCL Q85H实际到手价：3499元

TCL Q75H实际到手价：2699元

Source: TCL

All products will be sold in all channels immediately, and interested partners can focus on them.

Why does TCL make art TV?

To get back to the question, we need to understand the current state of the TV industry. According to the data released by the international authoritative monitoring agency Omdia, in the 2023 global TV sales ranking, TCL TV will continue to rank second in the world and first among Chinese brands with sales of 25.26 million units, with a global market share of 12.5%, compared with 23.78 million units in 2022, an increase of 6.2% year-on-year.

Source: TCL

Unlike TCL's steady growth, the TV industry seems to have reached the ceiling of market growth in recent years.

Omdia data shows that in 2023, the global color TV market will continue to shrink steadily, with a slight year-on-year decrease of 0.9% to 201 million units. In terms of shipments, 2023 is the lowest point in the global market in nearly eight years. The domestic market is even more obvious, with the retail volume of China's color TV industry in 2023 falling by 5.3% year-on-year to 33.1 million units; In the first quarter of 2024, the sales volume of China's color TV market will be 7.06 million units, a year-on-year decrease of 5.3%. 

Since 2016, almost all brands in the TV industry are gradually losing the market dividends brought by the transformation of flat-panel TV technology, and then they will face competition in the stock market. The competition in the stock market is essentially a zero-sum game, and fierce competition between brands will inevitably usher in.

Looking back at the development trajectory, it is not difficult to find that TCL's performance growth against the trend relies on breakthroughs in leading technologies and adjustment of product structure.

In terms of leading technology, TCL continues to bet on Mini LED technology, creates differentiated advantages through industry-leading technology, and has successfully achieved good results, winning the double championship in sales and sales in the Mini LED field for many years, accounting for more than 50% of the market share.

Source: TCL

For AI, a popular technology, TCL is also exploring the organic combination of its own products and AI technology. For example, the TCL X11H released at AWE 2024 uses the combination of TCL's self-developed TSR independent image quality chip and self-developed all-knowledge AI large model, based on powerful AI computing power and deep computing model, and systematically processes the image quality through three steps: global information collection, full-dimensional image analysis, and panoramic image quality enhancement, so as to bring a picture quality effect that is more in line with the human eye.

In terms of adjusting the product structure, TCL is keenly aware of the large-screen trend of the TV industry, and the products continue to transform to large-screen and mid-to-high-end, so as to improve the gross profit margin of single products. As it turned out, this strategy really worked. According to the annual report, TCL Electronics' overall gross profit in 2023 will increase by 12.5% year-on-year. 

According to the law of technological development, the dividend period brought by any new technology and new trend is limited. With the maturity of Mini LED technology, the technical advantage of the brand will become smaller and smaller. Back to the question at the beginning, this may be the real reason why TCL is exploring the art TV category.

Source: TCL

If TCL wants to continue to maintain the current strong development momentum, it is essential to explore more new concepts and technologies. TCL began the exploration of art TV as early as 2018 and released the first two generations of art TV A100 series and A200 series. Although not every category brings intuitive profits like Mini LED, quantitative changes give rise to qualitative changes, and the birth of more"Art TV" is believed to bring more inspiration to TCL.

Write at the end

As Shane, general manager of TCL Innovation Design Center, said, all of TCL's innovative products are ultimately for users.

If the large screen and Mini LED let us see the hard power of TCL technology, then the A300 series shows more of TCL's soft power of focusing on humanity and exploring the integration of art and life. As a pioneer in the field of art TV, I believe that TCL A300 series will bring a different freshness to the TV industry and bring more users a smart, interesting, relaxed and comfortable lifestyle.

Lei Technology will also continue to pay attention to the dynamics of the TV industry and bring more valuable reports to everyone.

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In July, Lei Technology · mid-year review special feature was launched, summarizing the brands, technologies and products worth recording in the first half of 2024 in the technology industry, recording the past and looking forward to the future, so stay tuned.

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